KEY SCENARIOS BASED ON TRUE STORIES (NZ)

1. Employment theft

http://www.nzwomansweekly.co.nz/your-stories/weekly-people/my-pokie-machine-misery/

2. Parental Neglection

http://onlinepokies4u.com/2013/04/08/pokie-playing-parents-leave-kids-alone-at-skycity/

3. Theft (Grown up children stealing from elderly parents)

http://www.stuff.co.nz/dominion-post/news/local-papers/hutt-news/10191608/Problem-gamblers-stealing-from-parents

4. Divorce

Hutt News (attached on the workbook)

5. Homeless

http://www.stuff.co.nz/stuff-nation/assignments/share-your-news-and-views/8641924/Gambling-has-ruined-my-life

PRECEDENTS

1. Ray of Hope

Agency: Leo Burnett Singapore

f62c0491473a3641a6182cf51bfeeead 585c20e7eecea3cce1c8aca35a6a1ebd 2d0f899a95d0462a362b5bd121d10249

“Get to us before he/ she gets you. Let Ray of Hope help you fight problem gambling.”

Using pastiche on the existing characters on playing cards such as King, Queen and Jack. These characters attack and wired (phone). Colours are dark, characters are grungy and detailed. They also hold weapons to symbolize they are ready to attack. So the message is to ask people with an addiction to contact them and ask for help.

 

2. Victorian State Government

Issues with pokie machines. Another creative ad pointing to a serious social issue that gambling affects on social life.

Again, using characters that are involved in gambling to encourage people to gamble.

Victorian State Government Pokie machine,Another creative ad pointing to a serious social issue THAT gambling affects on social life.

 

3. GamCare Organization UK

“Gambling is as addictive as class A drugs. Get help at gamcare.org.uk”

Using substitution as a way to communicate that gambling is exactly like drugs (use of small resealable plastic bags) to package the gambling elements (playing cards, chips and dice). Plain green background, as a reference to tables used for gambling in the casino or bars, and other gambling places.

10_cardfinal 10_chipsfinal 10_dicefinal

 

4. Melissa Cooke

Cooke’s drawings are made by dusting thin layers of graphite onto paper with a dry brush.  The softness of the graphite provides a smooth surface that can be augmented by erasing in details and textures.  No pencils are used in the work, allowing the surface to glow without the shine of heavy pencil marks.  Illusion dissolves into brush work and the honesty of the material.

The scale of the drawings demands a physical interaction with the work.  Cooke traverses a path, back and forth, first to work intimately with the surface and then to see the piece from a distance.  This dance with her drawing has become a ritual, and ultimately, a release.

Better Than I Know Myself Mustache Web Melissa Cooke CryingWeb SurfacedCrested

 

Anti-gambling Campaign

Introduction

In today’s society, gambling is a popular and acceptable form of entertainment. Gambling is a dangerous  form of entertainment and excitement.  In reality, it becomes an illness. This illness described as the satisfaction of feeling of gaining money can become an addiction. Gambling addiction is a social and health issue in New Zealand that causes substantial problems for gamblers including their family, friends and the wider community.

Lower Hutt is currently the country’s fourth biggest pokie town. There are 39 venues with 545 machines. Department of Internal Affairs figures show about $6 million was gambled in Lower Hutt in the first three months of this year and $25 million was gambled in 2013. Statistics shows that 80 percent of people with gambling problems report suicide thoughts. Also, gamblers has a tendency to commit fraud which will cost their freedom.

It is important to understand and educate people that gambling is dangerous. Choosing not to gamble at an early age is a way to prevent and minimize the harm caused by gambling, including problem gambling.

Central Proposition

Illustration can create influential and effective images to raise awareness of the negative outcomes of gambling.

Aim

Create a series of posters employing pastiche to raise awareness on the dangers and effects of gambling on the young generation.

Message

Young people need to understand what gambling is and the consequences of gambling. Once they reach the legal age, they should be clear that choosing not to gamble is a legitimate lifestyle choice. If at this point they choose to gamble, they need to understand that gambling is not a risk-free activity and practicing responsible behavior when gambling is essential.

Audience

My target audience are 18-24 years old males and females. This age group is still exploring the form of entertainment and can refer to illustration to increase their knowledge behind gambling and its long term effects.

Objectives

1. Create a series of illustrative posters of influential and effective images reflective of problem gambling.

2. Tell a story behind the stages of problem gambling in a contemporary practice.

3. Through illustration, experiment with ways of communicating the effects of problem gambling.

Timeline

Week 1: Finalise design brief and timeline. Gather inspiration and references.

Week 2: Group sessions. Collect and gather true stories of gamblers. Visit, take photographs and observe gamblers playing pokies and people going in and out of the pubs. Find key moments. Play a game for personal experience. Take notes on the whole experience. Start drawing and make thumbnails for posters.

Week 3: Continue producing art work. Finish thumbnails. Print final layout and composition. Start on Poster 1.

Week 4: Continue producing art work. Advisor sessions.

Week 5: Dean Groups. Advisors session. PITCH PRESENTATIONS 5MINUTES. FORMATIVE FEEDBACK. Continue producing art work.

Week 6: Dean and advisor sessions. Continue producing art work.

MID SEMESTER BREAK: Individual development

Week 7: Filter and focus. Get everything ready for next presentation.

Week 8: REFLECTION. Develop production. Refinement.

Week 9: Group sessions. Test print. Print!!

Week 10: FINAL PRESENTATION INFO. WORKSHOP: WRITING THE 800 WORD REPORT. Advisor sessions. Presentation/ Representation/ Re-presentation

Week 11: EXPOSURE BRIEFING. Advisor sessions. What is missing? Weaknesses. Polish overall work.

Week 12: Advisor sessions.

Week 13: SHOW. FINAL PRESENTATION. Handin on MONDAY!! SUBMISSION AND PRESENTATION/ PRESENTATIONS THROUGHOUT THE WEEK/ STUDENTS WILL SIGN UP TO PREFERRED PANEL.

RESET THE WHOLE PROJECT!!

Unfortunately, I failed this paper in 2013. Although I am keeping the same topic and re-do everything from scratch.

My initial idea at the start of 2013 (Semester 1)  was to create a series of poster. For 2014, I am going to continue what I have envisioned/ imagined previously and re-do the whole project. It has to go well this time around. 🙂