HERE OUR VOICE - OUR REFLECTION
AFTER 12 MONTHS OF CAMPAIGN PREPARATION, THERE ARE THOUGHTS
WE WANT TO SHARE.
After the campaign, THE MASK has learned valuable experiences in both specialization and soft skills. However, the journey was rough. We have encountered various challenges from topic selection to idea development. In the end, we recognize that even an "old-school" topic can be renovated, refreshed and upgraded by out-of-the-box implementation. We have received lots of favorable feedbacks, from both friends and lecturers, saying that we have succeeded in bringing creative, unique and artistic execution into a topic that considered "not-very-new". Nevertheless, there are feedbacks stating that although the campaign wins to impress target audiences visually from key visual, to posters, banners and booth decoration, it is lack of "call-to-action". Our demonstration revealed the problems and effects but solutions were still blurred. To improve the campaign, we would like to add in more "call-to-action" tactics. Michael suggests us to produce an online counseling in which we advise people on how to be wise online, what appropriate criticism is and how to control your "devil" on the Internet. There are also feedbacks about the campaign the slogan. Michael said we must write the slogan in plural form. It should be "Words hurt. Use them to heal". It is the rule of copywriting as the slogan in plural form stays in the memory longer. Following the advice, we have transformed the slogan into the plural form. Melanie has asked us the question on how can we ensure the target audiences will "decode" the symbol of white mask as the way we expected.. As first, we did assume that once we invent a symbol, by advertising and message distribution, people will have the same perception of the symbol. Thanks to Melanie as she said it is a serious mistake and remind us about Semiotics as different people may have different connotation on a symbols due to the differences in cultural context. We figure out the great importance of conducting in-depth research on target audiences based on personal belief and contexts and on symbol system of the country so that there are not situation of misunderstanding or inattentive offense of cultural image. There are also feedbacks stating that the game is not very engaging. We find it is very hard to conduct an easy-to-play but energetic game that has to be relevant to the theme. We have changed the games 4 times and even change in the last minute. The game is not relevant to the white men or "Words Hurt. Use It To Heal" as we let people jumping on the "decorative" keyboard. The keyboard game fails to satisfy some audiences. If we could make a change, we would put more effort in producing a more entertaining game. May be we make a "Save The Victim" Game in which the audiences are the Good White Men that go through different obstacles brought by The Evil White Men to save the little girl. Overall, the campaign was very successful for us as people "wow" when they saw the videos, concept and graphics of the campaign
The Mask Team
The Mask Team