DIGITAL AMERICA

VCUQ Social Awareness Campaign Project – Dropouts

// Posted by on 04/11/2013 (7:46 AM)


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Andrew said...

I really liked this one. I think that one of the main reasons it resonated with me is the fact that a ton of classrooms are now using dry erase boards instead of the classic chalkboards. The graphic you created evokes a form of nostalgia, which could also help to make the case that it’s important to stick with one’s schooling from the start. I think it can be applied globally, since education truly is one of the best keys to happiness later on in life. Great job!

// 04/14/2013 at 1:49 pm

Vicky said...

I see the “Education is your key” campaign is a great effort to keep students in school. I like the fact that you pose education as key but don’t say what it unlocks…this appeals to audience members by allowing them to add in their own story. The ambiguous key unlocks each individual audience member’s dream. I think this is a great cause to embrace; here in the United States our drop out rate is rather high and I have not really seen any great effort, or campaigns, to change it. Is the drop out rate in Qatar very high? How did you imagine running these adds, in print (magazines/newspapers) or online? I think running them online could potentially reach a greater audience, however I am not sure of how many people have access to computers or Internet in Qatar. Overall I think the campaign is great! My only critique would be that you only include a picture of a male…which excludes females students and might not appeal as much to them? Something to think about…
Best,
Vicky

// 04/15/2013 at 9:12 am

Celia said...

The “Education is your key” campaign addresses an important social issue in today’s society, that students are starting to see other opportunities for success apart from earning a college degree. I agree with Vicky that maybe having a male and female student could help include a bigger demographic of people. This campaign really drives home the combination of traditional learning – with chalkboard and chalk, while also having symbols of the digital culture with the computer and cell phone that are on the bottom section. Another important message is the globalization part, which shows that education is relevant worldwide, and in every language – education is still the key. Educated students across the globe will help our world reach its greatest potential. Very nice campaign!

// 04/15/2013 at 10:41 am

Sam said...

The chalkboard-chalk writing motif works really well for this campaign. The one thing I would change about it is rather than just reiterating the same slogan tens of times, think about throwing in some other things that could be relevant (i.e. a statistic showing how much better those with an education do than those without an education, etc.) That would help illustrate exactly what kind of “lock” the “key” can open.

// 04/15/2013 at 3:06 pm

Jorien said...

I think this is a really good campaign, it speaks to many people, and because the key is such a widely known symbol it is a good way to get your message over. I do not have any suggestions, but I agree with Sam that maybe you could include some more concepts that matter within the key. other than that, great image.

// 04/15/2013 at 10:20 pm

VCUQ Social Awareness said...

Thank you all for the comments and suggestions. It is interesting that some students in my class thought that the message is too general and not specific for the target audience, hence not effective in depicting a narrative in which people can identify, while some of you say that they like the fact that everyone can think of ways in which “education is your key”.
Here in Qatar the rates of drop outs are really high, especially for males (70%), and that’s why the team decided to use a male figure. On another note, the problem here is that people don’t really see much difference in how their lives turn out with or without education. This is the wealthiest country of the world, and, although i can’t generalize, in some case they can afford to hire someone to do the actual job while some Qataris manage their business. So, even drop outs can end up with a decent salary, especially if they go into the army or police or other governmental organizations. In a way, and the same Qatari students were pointing this out, the whole society is sending out mixed messages about education, giving the possibility to their citizens to enroll in a higher education institution for free (either in Qatar or abroad), but letting people who are not finishing their education have an enjoyable life.
The feedback we gave to this team was to try making the narrative more appropriate to the people they are talking to. This guy is obviously already in university and enjoying it, how can we get the drop outs to buy into the idea that education is fundamental in their lives?
By the way, in Qatar there is full access to internet and computers for everyone (besides the low wage workers who come from Eastern countries, who may not be able to afford a computer)…The only difference may be related to a more pronounced suspicious attitude toward social networks, for a tendency to protect their own privacy at all costs, and the fear of ruining the image of their family if their behavior or appearance violate the norms of of their religion and the culture.
I’ll let the students know that you appreciate very much their work on this topic and post the final version of this campaign for you to see.

// 04/16/2013 at 6:47 am

Vicky said...

Taking into account that Qatar is one of the wealthiest countries in the world and that a college education isn’t necessary to live a comfortable, or even luxurious, life definitely makes me think that you might want to rethink this campaign Ad. I don’t think this clearly illustrates the benefits of a college education in Qatar. Maybe think of how you can illustrate that knowledge/an education is more valuable than money or physical goods?

// 04/16/2013 at 5:17 pm