Unit 3: Creative Digital Storytelling/campaign (Project 3: Digital Awareness Campaign)

This section explores creative digital storytelling principles within the framework of a Digital Awareness Campaign, emphasizing engaging narrative, design, and ethical communication.

Unit Overview

This unit focuses on the intersection of digital design and narrative, exploring how to create persuasive digital stories for advocacy.

Key Concepts & Related Concepts

This section outlines the key and related concepts essential for understanding creative digital storytelling and effective communication in digital awareness campaigns.

Global Context: Globalisation And Sustainability

This section explores the intersection of globalization and sustainability, emphasizing how digital awareness campaigns can address urgent global and local issues.

Statement Of Inquiry

This section discusses how innovative digital communication and narrative techniques can raise awareness and advocate for sustainable solutions to global or local issues.

Learning Objectives (Criterion-Specific)

This section outlines the learning objectives for the Digital Awareness Campaign unit, focusing on applying design principles to address complex communication challenges.

Criterion A: Inquiring And Analysing (Understanding The Problem And Researching Solutions)

This section explores the need for a digital awareness campaign focused on a specific sustainability issue, guiding students through problem identification, research execution, and campaign justification.

A.i – Explain And Justify The Need For A Solution To A Problem For A Specified Client/target Audience

This section focuses on recognizing the necessity for digital awareness campaigns targeting specific audience issues, emphasizing the importance of effective problem identification and justification.

A.ii – Identify, Prioritize And Justify The Primary And Secondary Research Needed To Develop A Solution

This section focuses on the necessary primary and secondary research required to effectively address a sustainability issue through digital storytelling.

Primary Research

This section covers the importance of conducting primary research in developing effective digital awareness campaigns, emphasizing the need to gather firsthand information about a specific target audience.

Secondary Research

This section focuses on the importance of secondary research in developing effective digital awareness campaigns, highlighting methodologies and the types of information gathered.

A.iii – Analyse Research In Order To Develop A Detailed Design Brief

This section focuses on analyzing research to create a comprehensive design brief for a digital awareness campaign.

Campaign Title & Core Message

This section emphasizes the importance of creating a compelling campaign title and core message that effectively communicates the campaign's central objective.

Problem Statement (Refined)

This section focuses on the importance of creating a concise and impactful problem statement that accurately articulates the issues addressed in a digital awareness campaign.

Target Audience Profile (Detailed)

This section focuses on the importance of defining a detailed target audience profile for digital awareness campaigns.

Campaign Objectives (Smart)

This section outlines the SMART criteria for setting campaign objectives, detailing how specific, measurable, achievable, relevant, and time-bound goals shape effective digital awareness campaigns.

Desired Outcomes

This section outlines the objectives and outcomes expected from the Digital Awareness Campaign project focused on creative digital storytelling and persuasive communication.

Emotional Tone & Personality

This section emphasizes the significance of emotional tone and personality in digital storytelling, detailing how these elements affect audience engagement and response.

Key Information/data Points To Convey

Unit 3 explores the integration of digital design and storytelling principles for impactful communication.

Call To Action (Cta)

The 'Call to Action' (CTA) is a crucial element in digital awareness campaigns that incites immediate responses from the audience.

Distribution Channels

This section explores the various digital distribution channels available for awareness campaigns, focusing on their strategic selection based on audience engagement.

Constraints & Limitations

This section discusses the essential constraints and limitations that must be considered when developing a digital awareness campaign.

Success Metrics

This section discusses the significance of measuring success in digital awareness campaigns, focusing on defining clear objectives and metrics.

A.iv – Develop A Prioritized List Of Specifications For The Development Of A Solution Based On The Research

This section guides the development of a detailed list of specifications crucial for creating a compelling digital awareness campaign, derived from thorough research.

Campaign Visual Identity Guidelines

This section outlines the critical components of developing a cohesive visual identity for a digital campaign, emphasizing elements such as color, typography, imagery, and ethical standards.

Digital Asset Specifications

This section covers the essential specifications required for creating effective digital assets in a digital awareness campaign.

Narrative Structure Requirements

This section outlines the essential narrative structure requirements for creating effective digital awareness campaigns, focusing on the importance of a problem-solution arc, emotional engagement, and clarity in messaging.

Call To Action (Cta) Design

This section emphasizes the importance of designing effective Calls to Action (CTAs) in digital awareness campaigns.

Accessibility Standards

This section emphasizes the importance of accessibility standards in the design of digital content, ensuring inclusivity and usability for diverse audiences.

Ethical Guidelines

This section outlines the importance of ethical guidelines in digital storytelling and campaigns, emphasizing responsibility in communication.

File Formats & Optimization

This section focuses on the importance of selecting appropriate file formats and optimizing digital content for effective communication in digital storytelling.

Criterion B: Developing Ideas (Translating Research Into Concepts)

This section focuses on the development of ideas from research, outlining the steps involved in creating a coherent design brief for a digital awareness campaign.

B.i – Develop A Design Brief Which Uses The Research To Justify The Areas For Exploration And The Main Requirements For The Solution

This section focuses on the development of a design brief that integrates research findings to outline key exploration areas and requirements for digital awareness campaigns.

B.ii – Present A Range Of Feasible Design Ideas, Using An Appropriate Medium And Clearly Annotating The Design Ideas

This section emphasizes the importance of creating a variety of feasible design concepts for a digital awareness campaign, focusing on appropriate mediums and detailed annotations.

Quantity And Diversity

This section emphasizes the importance of generating a significant number of varied digital design concepts to create effective awareness campaigns.

Mediums For Exploration

This section explores various mediums used to create effective digital narratives for awareness campaigns.

Feasibility

Feasibility considers the practicality and viability of digital awareness campaigns in terms of objectives, resources, and audience reach.

Clear, Detailed Annotation

This section focuses on the principles of digital storytelling and creative communication, particularly in the context of designing a Digital Awareness Campaign.

B.iii – Present The Chosen Design Idea And Justify Its Selection Based On The Detailed Design Brief

This section emphasizes the importance of presenting a selected design idea along with comprehensive justifications based on the design brief and research insights.

B.iv – Develop Accurate And Appropriate Detailed Design Specifications, For The Chosen Solution, Which Can Be Understood By Others To Create The Solution

This section outlines the necessity of creating detailed design specifications for a digital awareness campaign, allowing other designers or teams to replicate the campaign accurately.

Comprehensive Campaign Brand Guidelines

This section focuses on the key elements of developing a comprehensive brand and visual identity for digital awareness campaigns.

Digital Asset Production Specifications

This section provides comprehensive guidelines on producing digital assets for awareness campaigns, focusing on technical and creative specifications, ethical considerations, and the importance of engaging narratives.

Narrative Flow & Messaging Guidelines

This section outlines the principles of narrative flow and messaging within digital storytelling, emphasizing how these elements are integral to creating effective and persuasive communication in digital awareness campaigns.

Call To Action (Cta) Design & Placement

This section explores the significance of Call to Action (CTA) design and placement in digital awareness campaigns to effectively incite audience engagement and action.

Accessibility Standards

This section covers the importance of accessibility standards in digital design, particularly in creating campaigns that are inclusive and cater to diverse audiences.

Ethical Content Guidelines

This section outlines the ethical considerations and responsibilities in creating persuasive digital content, emphasizing truthfulness, respectfulness, and adherence to design principles.

File Formats & Optimization

This section covers the importance of selecting appropriate file formats and optimizing digital assets for effective digital awareness campaigns.

Asset Naming & Organization

This section focuses on the importance of effective asset naming and organization in digital storytelling for better workflow and collaboration.

Criterion C: Creating The Solution (Bringing The Design To Life)

This section focuses on the process of implementing design solutions in a digital awareness campaign.

C.i – Construct A Logical Plan, Which Details The Sequence Of Steps To Create The Chosen Solution And Justifies The Use Of Resources

This section covers how to create a structured and logical plan for implementing a digital awareness campaign, detailing the sequence of actions and justifying the resources used.

C.ii – Demonstrate Excellent Technical Skills When Making The Solution

This section emphasizes the importance of advanced technical skills in creating a high-quality digital awareness campaign, including software mastery, precision, and efficiency.

C.iii – Follow The Plan To Create The Solution And Record Any Changes Made To The Original Plan

This section emphasizes the importance of adhering to a production plan while documenting any modifications made during the creation of a digital awareness campaign.

C.iv – Present The Solution As A Whole, Showing How It Satisfies The Design Brief

This section outlines how to present a complete digital awareness campaign, ensuring all elements align with the original design brief and objectives.

Criterion D: Evaluating (Assessing Success And Future Improvements)

This section focuses on evaluating the effectiveness of a digital awareness campaign, assessing its success against predefined goals, and determining areas for future improvement.

D.i – Design And Justify A Method For Evaluating The Success Of The Solution Against The Design Brief And Specifications

This section focuses on creating a structured evaluation method for assessing the success of a digital awareness campaign against predefined design briefs and specifications.

D.ii – Evaluate The Success Of The Solution Against The Design Brief And Specifications

In this section, students assess the effectiveness of their digital awareness campaign by measuring it against the established design brief and specifications.

D.iii – Explain How The Solution Could Be Improved, Which Could Then Inform The Modification Of The Solution

This section focuses on identifying actionable recommendations for improving a digital awareness campaign, based on its evaluation and identified weaknesses.

D.iv – Explain The Impact Of The Solution On The Client/target Audience

This section discusses the intended and actual impact of a digital awareness campaign on its target audience, focusing on knowledge, attitudes, and behaviors concerning sustainability issues.