Monday, July 26, 2010
Wednesday, July 21, 2010
The Police Brief
Introduction
The New Zealand Police Ngā Pirihimana o Aotearoa is the national police force of New Zealand, responsible for enforcing criminal law, enhancing public safety, maintaining order and keeping the peace throughout New Zealand. They are also responsible for traffic and commercial vehicle enforcement as well as other key responsibilities including dignitary protection, firearms licensing and matters of national security.
Assignment Brief
The New Zealand Police are continually seeking new recruits to maintain public safety within the community, however people are not aware of the specialized areas that are offered within the New Zealand police. The overall objective for this brief is to create a recruitment campaign that combines elements of both digital and traditional advertising for the New Zealand police that makes the public aware of the potential of joining the New Zealand police when choosing their career path.
Specifics
Target Audience
The target audience for this brief has been split into two core focus groups.
The first group consists of pupils aged between the years of 16 and 19 who are in their final years of high school education and have begun to think about their future and potential careers.
The New Zealand Police Ngā Pirihimana o Aotearoa is the national police force of New Zealand, responsible for enforcing criminal law, enhancing public safety, maintaining order and keeping the peace throughout New Zealand. They are also responsible for traffic and commercial vehicle enforcement as well as other key responsibilities including dignitary protection, firearms licensing and matters of national security.
Assignment Brief
The New Zealand Police are continually seeking new recruits to maintain public safety within the community, however people are not aware of the specialized areas that are offered within the New Zealand police. The overall objective for this brief is to create a recruitment campaign that combines elements of both digital and traditional advertising for the New Zealand police that makes the public aware of the potential of joining the New Zealand police when choosing their career path.
Specifics
Target Audience
The target audience for this brief has been split into two core focus groups.
The first group consists of pupils aged between the years of 16 and 19 who are in their final years of high school education and have begun to think about their future and potential careers.
These students have an outgoing, social persona who learn more effectively from participation rather than study.
Double Minded Proposition
Because the target audience has been split into two core areas of interest a specific Double Minded Proposition has been more specifically assigned to each group.
The second group consists of New Zealand residents that are older than 22 years of age, who are stuck in a job that they are no longer interested in. This audience also feels that they are working in a job as opposed to a career and most likely started working to financially support their lifestyle as opposed to doing something more engaging and career oriented.
Double Minded Proposition
Because the target audience has been split into two core areas of interest a specific Double Minded Proposition has been more specifically assigned to each group.
There is more to the police than just patrol. (targeted at but not restricted to pupils between the ages of 16 and 19)
What are you waiting for, use your skills in a better career (targeted more specifically at the age group of 22 onwards)
Support For Proposition
There is a common misunderstanding of the variety of roles offered within the New Zealand police. However there are many different areas of expertise that they are unaware of i.e. Dog handlers, Forensic, Diplomacy, criminal education etc. Because of this lack of public awareness people are not considering the New Zealand Police as a viable career path.
Support For Proposition
There is a common misunderstanding of the variety of roles offered within the New Zealand police. However there are many different areas of expertise that they are unaware of i.e. Dog handlers, Forensic, Diplomacy, criminal education etc. Because of this lack of public awareness people are not considering the New Zealand Police as a viable career path.
Style & Tone
The style and tone of this campaign may slightly vary according to the Target Audience addressed but overall the tone should be informative, aspirational and empowering to the viewer, while being displayed in a sleek and professional fashion.
The style and tone of this campaign may slightly vary according to the Target Audience addressed but overall the tone should be informative, aspirational and empowering to the viewer, while being displayed in a sleek and professional fashion.
Mandatories
The recruitment campaign must consist of a minimum of 4 - 6 distinct executions exploring digital and traditional media. Selection of media and placement must be considered for effectiveness and budget. In addition, the New Zealand police logo and website address must be displayed.
Tuesday, July 13, 2010
The New Zealand Police
Through my research from the 1st semester I wanted to use participatory culture and in particular gaming to change perceptions. Initially Crimestoppers seemed ideal as a client however I found that The NZ Police would be a better client.
Looking into the police initially There are heaps of avenues that Can go down but it seems that a recruitment campaign would work best with a "gaming" or interactive model. We can change the way that people percieve the Police at a younger age and also maybe people looking for a change in career.
Thursday, July 8, 2010
Research behind Target Audience
Three charged over murder of Donald Stewart
Hamilton police have charged three teenagers with the murder of Wellington man Donald Stewart.
Acting Detective Senior Sergeant Mark Greene said this morning they had charged three male youths, aged 14, 15 and 17, with Mr Stewart's murder.
However, Mr Greene confirmed police were still seeking more information from the public.
The trio were to appear in the Hamilton Youth Court today.
Mr Stewart's brother, Graeme, did not want to comment on the arrests when contacted this morning.
''We really haven't got any comment at this stage, we're still processing it. It's been a difficult time.''
Mr Stewart, 74, whose funeral was held in Taupo on Tuesday, was found dead in a service lane behind the Bayleys building on London St on June 27. A pathologist found he had died from a blow to the head.
Mr Stewart's 1989 Peugeot GRI was taken from the scene and dumped in Collins Rd, Melville, some time between 4am and 9am that morning.
The police investigation has focused on the movements of Mr Stewart's car, which was towed from Collins Rd to a Te Rapa scrapyard on June 28.
It was then stripped before being taken to another site where its engine was removed.
Mr Greene thanked the public for their help, saying the information they provided had been ''significant'' and had ''greatly assisted the inquiry''.
However, police were now wanting to speak to a 'Good Samaritan' who gave a group of people in Collins Rd a ride into town, shortly before 7am on Sunday, June 27.
Mr Greene said while they were pleased with the arrests there were still a ''number of ongoing lines of inquiry''.
''It is just one phase of the investigation... police still welcome any information from members of the public pertaining to the case.''
Updated Brief
Things to consider for updated brief:
Introduction/Background
SMP
Introduction
Crimestoppers is an independent charity established to assist the Police and other law enforcement agencies to catch criminals and solve crimes in order to create safer communities. This service allows members of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution.
History
Crime Stoppers first began in Albuquerque, New Mexico during July 1976 which saw the fatal shooting of a university co-ed working one night at a local filling station. After two weeks the police had no information when out of desperation Detective Greg MacAleese approached the local television station requesting a reconstruction of the crime. The re-enactment offered US$ 1,000.00 for information leading to the arrest of the killers.
Within 72 hours, a person called in identifying a car leaving the scene at high speed and he had noted its registration. The person calling said that he did not want to get involved so he had not called earlier. Detective MacAleese then realized that fear and apathy were the primary reasons why the public tended not to get involved. So he helped design a system where the public could anonymously provide details of the events.
Crimestoppers became successful in the US and UK and was established in NZ as a result of the theft of the Victoria Crosses from Army Museum. This bought together Lord Ashcroft and the Commissioner of Police, who provided a reward for the medals return, creating the impetus for the establishment of Crimestoppers New Zealand. The medals were returned undamaged.
Assignment Brief
Crime Stoppers was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction. Within New Zealand, Crimestoppers is still a relatively unknown organization and they want to create public awareness of their services to the community.
Specifics
Target Audience
Our Target Audience will consist predominantly of New Zealand Males between the age of 13-17 who are computer literate and are exposed to crime, but are intimidated by fear of reprisal. However because this is a launch campaign we do not wish to restrict who is addressed. Creating awareness of this service to the New Zealand public is our main intent.
Single Minded Proposition
Remain anonymous. Remove crime.
Support For Proposition
Research into why the Target Audience would not call the police. Making the public understand the potential power of this service, especially to the T/A and why this group of people would need to call Crime Stoppers.
Style & Tone
Informative, empowering and Sympathetic to the Target Audiences situation.
Introduction/Background
- History About Crimestoppers
- History about Crimestoppers in NZ
- History of Crime in New Zealand
- Raise the profile of crimestoppers
- Service launch
- Creating an interactive Narrative and a supporting Ad campaign
SMP
- For the Ad campaign
- Why we use crime stoppers
- Film Noir?
- Post Apocalyptic
Brief
Crimestoppers is an independent charity established to assist the Police and other law enforcement agencies to catch criminals and solve crimes in order to create safer communities. This service allows members of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution.
History
Crime Stoppers first began in Albuquerque, New Mexico during July 1976 which saw the fatal shooting of a university co-ed working one night at a local filling station. After two weeks the police had no information when out of desperation Detective Greg MacAleese approached the local television station requesting a reconstruction of the crime. The re-enactment offered US$ 1,000.00 for information leading to the arrest of the killers.
Within 72 hours, a person called in identifying a car leaving the scene at high speed and he had noted its registration. The person calling said that he did not want to get involved so he had not called earlier. Detective MacAleese then realized that fear and apathy were the primary reasons why the public tended not to get involved. So he helped design a system where the public could anonymously provide details of the events.
Crimestoppers became successful in the US and UK and was established in NZ as a result of the theft of the Victoria Crosses from Army Museum. This bought together Lord Ashcroft and the Commissioner of Police, who provided a reward for the medals return, creating the impetus for the establishment of Crimestoppers New Zealand. The medals were returned undamaged.
Assignment Brief
Crime Stoppers was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction. Within New Zealand, Crimestoppers is still a relatively unknown organization and they want to create public awareness of their services to the community.
Specifics
Target Audience
Our Target Audience will consist predominantly of New Zealand Males between the age of 13-17 who are computer literate and are exposed to crime, but are intimidated by fear of reprisal. However because this is a launch campaign we do not wish to restrict who is addressed. Creating awareness of this service to the New Zealand public is our main intent.
Single Minded Proposition
Remain anonymous. Remove crime.
Support For Proposition
Research into why the Target Audience would not call the police. Making the public understand the potential power of this service, especially to the T/A and why this group of people would need to call Crime Stoppers.
Style & Tone
Informative, empowering and Sympathetic to the Target Audiences situation.
Tuesday, July 6, 2010
Addressing crime
We have chosen crimestoppers to be the product. Which means that the issue that our movie is based around, will be crime.
Some facts about crime in New Zealand.
With our interactive movie, the central proposition could still be a number of things.
Some facts about crime in New Zealand.
- In 2009 there were 65,465 recorded incidences of violence in New Zealand. 53,727 were resolved
- In 2009 there were 3,728 recorded incidences of sex related crimes. 2,316 were resolved.
- In 2009 there were 70,283 recorded incidences of drug related crimes. 65,457 were resolved.
- In total 2009 saw 451,405 criminal offences reported. 215,618 were resolved.
With our interactive movie, the central proposition could still be a number of things.
- Creating crime awareness (general)- which would then lead to the promotion of crimestoppers.
- Crimestoppers launch campaign - building an awareness for the new organisation
- Getting donations for crimestoppers to "help stop crime"
- Getting witnesses or victims to call crime support
- Stopping criminals/ allowing reluctant crims to get out anonymously
Crimestoppers Media and advertising
This Ad is pretty lame. but adresses the idea of choice which is the basis of our interactive movie.
Not really sure what happy slapping is?...
Crimestoppers
http://www.crimestoppers-nz.org
Crime Stoppers is a program that allows a member of the community to provide anonymous information about criminal activity. It thereby allows the person to provide crime solving assistance to the authorities without being directly involved in the investigation process. That person could also be eligible for a reward if the reported information results in an arrest and/or prosecution. Crime Stopper programs are operated in many communities worldwide.
The authorities, especially the police, cannot solve many crimes on their own. Crime Stoppers recognizes that someone other than criminals may have information about crime, and was developed to combat the public's fear of reprisals, public apathy, and a reluctance to get involved. The program provides anonymity (callers are given a code number instead of being asked for their name and calls are not traced or recorded) and pays rewards when their information leads to an arrest and/or conviction.
From the Crimestoppers website:
"The intent is to empower individuals and businesses to legally combat crime that effects them. The aim is to have communities feel safe and secure, businesses and public organisations are able to operate efficiently and effectively. Criminals are having an increasingly pervasive effect on the lives of New Zealander’s families and businesses. We lockup our houses, businesses and cars, grip firmly our wallets/purses, worry about security of credit/Eftpos cards and passwords, suspicious of unsolicited emails, cautious about investment options, threatened by increasing availability of drugs, disgusted at wilful damage around us and conscious of where we walk at night.
CAUSE : CRIMINALS
This is unacceptable. Criminals should not be determining how we live our lives. What can we do as an individual. LOTS. The first response to seeing or knowing of criminal acts is report the crime to the police. If, for you this is not an option, then CALL CRIMESTOPPERS on 0800 555 111. Crimestoppers wants no name, no record of the call, no statement, just information about the crime and who is responsible. Our aim is to eliminate crime from our lives. This is possible if we report criminal acts or evidence of criminal acts.
LETS KEEP CRIMINALS OFF BALANCE AND CONSCIOUS OF THE GOOD PEOPLE AROUND THEM."
Crimestoppers also has a blog that can be accessed through the website:
Post Apocalyptic Style
This style will work well for a topic like Immunisation. "What would happen if a killer disease broke out?" could have Zombies etc which would be engaging towards school aged children who need to get their shots.
Monday, July 5, 2010
Heavy Rain
Heavy Rain is an interactive drama video game developed by Quantic Dream exclusively for the PlayStation 3. The game is written and directed by Quantic Dream's founder and CEO David Cage. Heavy Rain's story is a dramatic thriller modeled after film noir, featuring four protagonists involved with the mystery of the Origami Killer, a serial killer who uses extended periods of rainfall to drown his victims. Ethan Mars is a father who is trying to save his son from being the next victim, while investigative journalist Madison Paige, FBI profiler Norman Jayden, and private detective Scott Shelby are each trying to track down clues to the Origami Killer's identity.
The player interacts with the game by performing actions highlighted on screen related to motions on the controller, and in some cases, performing a series of quick time events during fast-paced action sequences. The player's decisions and actions during the game will affect the narrative; the main characters can be killed, and certain actions may lead to different scenes and endings.
Principally, Heavy Rain is an important reminder of downtime. Although this is a game that contains numerous life-or-death scenarios, it never forgets that its characters (and, by turn, its players) are human. As such, inconsequential actions such as gazing at the tired reflections of one's face in the mirror, or emptying your bladder into a toilet bowl may be of little consequence to gameplay in an immediate sense, but nonetheless serve a very important role in spacing it out.
Heavy Rain is an interactive drama video game developed by Quantic Dream exclusively for the PlayStation 3. The game is written and directed by Quantic Dream's founder and CEO David Cage. Heavy Rain's story is a dramatic thriller modeled after film noir, featuring four protagonists involved with the mystery of the Origami Killer, a serial killer who uses extended periods of rainfall to drown his victims. Ethan Mars is a father who is trying to save his son from being the next victim, while investigative journalist Madison Paige, FBI profiler Norman Jayden, and private detective Scott Shelby are each trying to track down clues to the Origami Killer's identity.
The player interacts with the game by performing actions highlighted on screen related to motions on the controller, and in some cases, performing a series of quick time events during fast-paced action sequences. The player's decisions and actions during the game will affect the narrative; the main characters can be killed, and certain actions may lead to different scenes and endings.
Principally, Heavy Rain is an important reminder of downtime. Although this is a game that contains numerous life-or-death scenarios, it never forgets that its characters (and, by turn, its players) are human. As such, inconsequential actions such as gazing at the tired reflections of one's face in the mirror, or emptying your bladder into a toilet bowl may be of little consequence to gameplay in an immediate sense, but nonetheless serve a very important role in spacing it out.
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