jessandellaresearch: BLOOD

BLOOD

Brief - was a poster brief to make people give blood.

You had to have 3 strategys, pick one and art direct them in 3 different ways.

Neither of us has ever given blood.

When we asked ourselves why we hadn't Jess said I don't want to faint - because everytime I've had a blood test before I've fainted and thats just a bit of blood so imagine after giving like a litre. Plus I can't be arsed.

and Ella said she coulnd't be bothered either. - she keeps giving the excuse it's because she;s had her ear pierced. wtvez. Guess we're selfish bastards.

so we started asking other people why they don't.

my mum said

"I don't know when there on or where they

are"

We researched when and where you give blood, and turns out theres LOADS of places and the sessions are really regular. - all you have to do is look online and you'll know in 2 seconds so not really a valid excuse, she said "oh yea i suppose it's just not somthing you think doing of on a daily basis"

I asked my dad why he doesn't give blood (knowing full well he's

TERRIFIED of needles the pussy)he said

I don't know where they are...

and I'm too busy.

In the end with much proding he eventually admitted it's because he's scared of needles.

We carried on thinking and now we know where and hen we can give blood and neither of us are scared of needles WHY aren't we giving blood? I guess it's because ultimately we think

'oh someone else will do it' but ACTUALLY

only 4% of people give blood. 100% of people are relying on 4% to give. pretty fucking stupid.

after more research we found out that blood is needed in somthing like 1 in 10 hospital visits so it's really fucking stupid actually. You

need it in things lke childbirth, hip replacements, we

also found out that your blood gets split up into parts

and could help three people.

When I asked Rachel she said "time. I know it sounds horrid, but I feel

like I don't have time. And it's so much effort, you have to

find where it is, fill out forms, go and hang around for ages"

I realised that's probably the biggest reason for us two, I feel I don't have time because yes the actual going , filling out forms and hanging around for an hour, then also that I won;t be abl to do anything afterwards because I always feel so ruff so i guess time is a big factor, and the effort obvz.

EXCUSES EXCUSES

The thing is with giving blood is you never really see the direct benefit- so you don't do it. You feel good after you've done it, you feel like you could of just saved someones life - or even 3 peoples lives. you can brag to your mates and make them feel guilty, you feel like you've got a one up on everyone for some reason. but it just isn;t enough for 96% of us.

We thought ok whats the worst thing that could happen if you give blood. you faint or you get a bit cared or uneasy, but if you dont give blood, the worst thing that can happen is people die. so you're scared of needles, too selfish because the situation freaks you out, and too busy to save someones life.

It put things into perspective

for us. This seemed like a good route to go down. It's really hits home when you realise how selfish and lazy and stupid your being when people are dying. we went down this whole route of would you rather do blah blah or save someones life. but when I was thinking it's like, of COURSE i;d rather save someones life, but I'm not gonna. what if you gave blood and then YOU needed blood and got it back??? you gave blood to save yourself

fran - has given blood said "she feels special" when shes given blood. - she said

make people feel special.

joe - hasnt given blood said he feels guilty - he said make people feel guilty. hmmm.

We started down the route of making people feel like heros and saints for saving people lives. But it still wouldn't make US do it. To feel like a hero isn't ENOUGH for us. So we carried on down the guilt route. we realised we'd give blood if somthing happened to someone we love. like if someone we know was in an accident, or die because there wasnt enough blood. also if we had been in that situation before ourselves. It's like we have to wait for somthing bad to happen to push us to actually make us give blood. we got a bit carried away with the fact that people die gravestones scans

This is meant to be a gravestone

this is meant to be an obituary column

This is meant to be flower wreaths at a funeral

this is our inspiration

WHAT THE FUCK WERE WE THINKING MAN

We wanted to use the excuses people give for not giving blood. and emphasisze

and put into perspective what could happen to you or your

excuse for not giving blood next to what

could happen to them - death.

Also that blood is used in more things than you think. we went with the

line 'don't wait. give blood - going on what we though that people wait until it happens to someone they know. looking back they dont actually make that much sense, and are CRAP.

MORBID

people actually laughed at them in the crit thinking they were meant to be funny HA oopz. well ya know once a joker always a joker...even when ya tryna be serious. *****************************************

we carried on exploreing this

comparing what you have to do /sacrifice ie take one hour out your life of have an injection to what that could do for others i.e making sure a child doesn't die uneccersairly or what will happen if you dont letting 3 people die.

we went back to square one and thought what is the MAIN reason we don't give blood

. WE THINK SOMEONE ELSE WILL DO IT.

WE CAN'T BE BOTHERED.

WE SAY WE'RE TOO BUSY.

BUT other people WON'T do it. only 4% do.

AND we're NOT that busy. Giving blood takes about an hour. An HOUR. A fucking HOUR. If anyone says they can't give up an hour needs a bloody slap. you can

FIND TIME. So we thought why don't we put into context

what they are doing in this hour of free

time that they simply cannot give up.

what do we do in our spare time...

watching tv, going on the computer, facebook, in the pub, out with mates, trawling through blogs, looking at the news, gym...

we still want to put into context how little and insignificant these things 'you're too busy' doing compared to saving someones life.

also get in that bloods used in more than you think, and things you

wouldnt expect to need blood in. we also realised that the thing that sways us more to do it is

facts

. especially the fact that

96% of people DON'T give blood. we wanted to have 2 sides to our adverts like

TFL and marmite

to try and highlight puting things in perspective - 2 sides to compare...but it proved very difficult and didn't really work.

We also tried to use pie charts to highlight the 96% of people who aren't giving blood but it was too striaght forward and shit. we tried to go down the route of puns im afraid. "you're dying fpr a drink after work they're dying" "misssing that pint after work on friday isn't a matter or life and death. but it is to someoneelse"

OH GOD

*************

we picked the most mudance things we do in our spare time, ones you get hardly any benefit from but we all do.

We thought we could use these things to target different people. We wanted to strike quite a sarcastic tone. Because we're sarcastic bastards.

Because it's better than pointing the finger and being all shouty. It makes you feel much smaller when you;re on the receiving end.

***********************************************

OK facebook - younger audience - not just on facebook - but trawling through someones pictures you hardly even know

we decided to make it look like facebook - in context - a language you already recognise and would probably read (especily if you are yougnger)

We even used upper and lower case 'MaLiA' to emphasise the demographic

(people who go to Malia are generally what we call 'babygur;s' and babyboys' and go on girls and lads 'on tour'-esque holidays there. ?

They have the tendency to write in a mixture of lower and upper case letters a lot. couch

watching tv - middle age? - not just tv, a re-run of dribble soaps you've already seen we made the words into the shape of a couch. again tryin ot make it lok in context. we chose 'to save a woman dying during childbirth' because we think they might be around the sane age and would empathise more. we had a lame idea of making it look like the eastenders opening credits but scrappe it.

we also thought we could project the words onto a couch?

bar - middle age? - not just in a pub, talking to a stranger, about somthing stupid like peanuts. we tried to make this look more...propaganda I guess. like the TFL posters and this.. somthing that catchs your eye. red for blood obvz. we wanted to use a hand to highlight the size of the peanut. how small and insignificant it is.

this is ha it looked like

****************************************

we had a crit which went well. The facebook one went down the best amongst our classmates (which is good seen as the'r our main TA) Clive had no idea what Malia was.

We decided to push them on from posters (which was the original brief).

As we really wanted to push this putting things into perspective thing, we thought it would be even stronger to catch them actually DOING the

time wasting.

We thought the facebook one could be a banner. you sat on facebook and a banner comes iup saying your saying your too busy on facebook to give blood. you'd be like FUCK. you;re right. What am i ODING with my life man. we're keeping it in the facebook language because generally anything facebpok rsque you generally read.

We thought the couch one could be an ident or tv advert before or during easterders omnibus'

or int he tv guide next to it. we decided to change the copy from '96% of you' to '96% of people' because it sounds too pointing the finger..y and who is the other you?? we thought about changing the whole copy to 96% of people watching an Eastenders re-run they've already seen are 'too busy' to save a woman from dying during childbirth but it doesnt work as well, it sounds too niche, and peope would be like oh how stupid I'd never waste my time doing that. with the original copy '96% of people are too busy watching a re-run of Eastenders they've already seen to save a woman dying in childbirth' we feel everyone can relate to it. Fair enough if you don;t watch eatsenders but we've all sat around watching re-runs of friends, or top gear or simpsons we'cve already seen.

basically everyone can relate to it. we've

all done it. - which we think is why its strong

bar - despite the fact the art director fro AMV liked this one the most for some reason we realised that the rt diection was useless.

It wasn;t doing what we wanted it to and it was nothignt o do with what the poster was trying to say. what middle aged man in the pub would read that? it just looked like a cute cartoon. It was too had to read and too much copy. and clive said "what the fuck is that typography man" ... well said.

we need to get the whilst their in the pub. we thought we could make this into an ambient beer towel they have on the bar in pubs or beermats. or a poster in the pub. either way they needed to look more 'puby' we thought we could use the language of the chalkboards they have wither outsde or as menus. we had the idea of puttin the advert on peanut packets too. or on the thing they come on and reveal the message. but its too long. we changed the copy to 96% of people having in depth conversations about peanuts at the end of the bar are too tied up to save a man dying during a hip replacement. find time give blood its more succinct and it sounds even more sarcastic.

******************************

we decided to change the line back to YOU

it sounds much more challenging

FACEBOOK - banner

we left it how it was. it worked fine.

96% of people is where your name is. andthe comment box is like a come back.

we want it to be used at bus stops, billboards and cross tracks

COUCH

We tried putting it more IN CONTEXT

we also changed it to corrie as we realised they odnt advertise on bbc DUH

we started with this

then we realised. what the fuck are we doin. still not in context enough

so we projected it onto a couch

then we thought what the HELL

why don't we have it as a film SCROLLING LIKE CREDITS with the theme tune

when your slobbing watching reruns you dont even move at the credits.

heres some stills of the tests

you cant tell there's a couch

this is with a blanket on it to make it look more 'homely' - looks shit

so we tried with a better blanket - its so COOL but its really busy

then we thought DUDE it needs to be MORE IN CONTEXT

...A PERSON SLOBBING.

DOING what the as says

you cant see the works with the dark dressing gown-ahhh better in white

we love the weird creepy way the words slide over the couch and body

we tried it with casualty and holby city too. we thought it migt be cooler still if you were t at home TOO BUSY watching people die to go give blood and stop people from dying.

but the corrie theme tune was too good. its so dry and monotnous. the other theme tunes were really lively and exciting. not wht we wanted to portray. we want it to be as dull and un-beneficial as pos.

SO this is meant to be aired during CORONATION ST omnibus' so it CATCHES YOU doing what you said you're TOO BUSY doing to give blood.

We thought it could be used as print in the tv guide so your looking at when the omnibus or whatever shit is on, and think fuck. I'm planning to watch a re-run. what am i doing man i'm not too busy.