#media crit should not be the be all and end all of your activism and this is why
Following over from this discussion because that was getting too long.
I’m going to start with the IG comparison and explain why that’s a bad parallel. IG has a completely different culture than fanfiction, for NUMEROUS reasons, not the least of which is that it’s a visual-based media instead of a text-based media. On top of that, IG deals with a person’s real actual life; in some cases it may be a type of “fiction” considering how many people are presenting only their best sides or even a “persona” to the world, but at the end of the day people posting selfies are posting their faces to the internet. That’s not even on the same slider of “personal/intimate” as posting some text you wrote under a pen name. That’s in another galaxy.
But let’s humor you, and say that for some reason the culture does eventually shift to where fandom is being mainly structured by folks who are uncomfortable with people going through their old fics all at once because of their experiences with people going through other forms of media they’re involved in. EVEN IF that were to happen, it’s not my place to say “it doesn’t matter if you’re uncomfortable with how I’m interacting with your space.” It would become my place to learn to say “hey, I really liked this fic of yours I found and I enjoy your writing, is it okay if I read your other stuff?” Do I think that’s likely to happen any time soon? fuck no, all the writing groups I belong to have said “no, actually we like when people do that” any time someone from another platform has asked, and that’s that. You know what that demonstrates?? People ASKED the WRITERS what THEY want, and then LISTENED to the answer.
It is clearly true, or we wouldn’t be arguing, or there wouldn’t be a lot of people like me going “Wait, giving constructive criticism without being prompted is considered rude now?” You can argue and scream about whether it should be a universal norm, and that’s actually a completely different discussion from whether it is one, or of what should be done to bridge this very real cultural clash.
This is where it shows you are brand spanking new to the conversation, because there have been thousands of people in agreement with “giving unsolicited crit is poor form” and every once in a while some person who speaks up to say “why isn’t anyone objecting to this!!” when the fact is.... it’s because MOST people understand common decency and even if they didn’t know before, after repeatedly seeing writers talk about how much damage has been done to them through unsolicited crit now and in the past, they learn how to be a kinder individual and not do that to people. There’s not “a lot” of people like you; there’s one now and again, spread over years and dozens if not hundreds of posts discussing the shift, and it’s usually some asshole saying “you can’t play in the sandbox unless you’re willing to let me hurt you” (which is, incidentally, why you received such a strong, hostile response).
Has there been clarification along the way? Have there been people who didn’t know? SURE. YES. Of course!! But the vast majority of them have looked at the myriad people going “yeah, that does hurt me and I don’t like it” and said “okay, message received, I will avoid hurting others now that I know.” This is completely unlike the IG example, where people asked and writers said “nope that’s not true, we like that shit, please read all our old stuff.” You said that there should be argument against that, but there WAS. There still is if it’s brought up. by and large fandom culture is already positive toward that.
The thing is, it’s also not really all that new for people to not want unsolicited crit on their fanfiction. By this point it’s years old. But fandom as a whole is huge. It takes time for change to spread. You’re right in that it hasn’t reached everyone, which is actually the point of having the discussion repeatedly. You’ve joined the discussion years into it; and a large majority of the discussion was and still is “this is how it should be done, and why.” And we’ve given you and others “what should be done to bridge” the gap.... literally just don’t give crit unless someone asks. Just get permission to do it before doing it.
You seem to be part of the group that thinks that asking people not to give UNSOLICITED crit means that we are asking people to NEVER give ANY crit in any way. You talk about growing pains, and about improving.... but a lot of people don’t want to improve. If someone enjoys taking a walk, do you come up to them and tell them how to improve their walking? Why is it so hard to believe that for a lot of people, writing is the same sort of enjoyable activity, that doesn’t require a desire to improve in order to do, or to share.
People ceasing to give unsolicited crit isn’t going to make fanfiction “shallow.” You know how I know that? Because people are always going to ASK for crit; maybe not in their story notes, but they’re going to ask for help from beta readers still. They’re going to ask for help from friends they trust. They’re going to ask for help from people who have earned their respect. Concrit isn’t going to disappear off the face of the planet.... this is just authors saying “please let me source my concrit from people who I know have my best interest at heart because I’ve chosen them.”
You, a random person on the internet, has put in no other effort to prove you have a person’s best interests at heart. The fact that you’re willing to say “it’s good for you” to people who are telling you “this hurts me” makes it seem to me like you don’t have their best interests at heart at all.
So let me ask you a question I’ve asked before; what’s your end goal here? What is the GOAL of giving a writer unsolicitied crit on their fanfic?
If your answer involves “helping them improve,” may I suggest asking them if that’s even what they want, first, and then asking them what they actually NEED in order to improve? If you really, truly want to help fanfic writers, why is “unsolicited criticism” the only option you see? Why are you so against just asking before you give crit? No one’s saying you can’t ever, ever give crit ever again; the argument is and has been to make sure that you have permission first, the only difference is that we’re drawing the same consent boundaries as any other situation that requires consent..... it’s a no until the person says yes.
What entitles you to ignore that? What entitles you to ignoring the consent of a fanfic writer, now that you’ve been informed of the boundary? Why is writers drawing a boundary in order to make their writing and sharing experience more pleasant SO offensive to you?
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NESTLE CERELAC CAMPAIGN
#SAVESYOUTIMEFORTHEMOREIMPORTANTTHINGS is a mock campaign created for Nestle Cerelac.
The objectives of this campaign is to present Nestle Cerelac as a quick yet healthy solution, to help parents save time on having to prepare meals for their baby to have more precious time spent with their baby.
The problem is that Nestle Cerelac is perceived to be boring. Flavors are too basic and plain: wheat, grains, bananas...
Parents tend to think if it’s so simple and plain, they might as well make from scratch.
Hence, I decided to use that as its unique selling point and brand it in a way where spending precious time to create fond memories with baby is more important.
By using Nestle Cerelac as a base, which is loaded with nutrients sufficient for babies, saves them time then having to make it from scratch as it is quick and simple to make just by adding milk formula or hot water.
The visuals would work as a poster series, capturing the fun times and memories parents can create with their little ones.
Note: The images used are sourced from Google and edited on Adobe Photoshop.
1. Joanna Dorai:
Consider a key message that is closer and clearer to the role of the product...
In reality, parents would spend time with their kids with or without the product. Or, they could be too busy to spend time with kids anyway, let alone prepare a simple meal. In this way, the headline doesn't quite sell the product.
So think about what the product really solves - yes it is a quick and nutritious meal. The question is, so what? And why would people care?
Therefore perhaps think about what Cerelac (quick nutritious meal) would mean to them as a busy parent. For example, busy parents need a quick fix for their children's meals. The problem is the instant format makes them feel like it is less nutritious which makes them feel guilty for spending so little effort in preparing an important meal for their children. The challenge then is how do we make the simple act of pouring in hot water or milk formula feel like a respectable effort? Explore if this will inform better your copywriting and art direction.
2. Gabrielle Moey:
It's nice that you use another approach (sentimental element) on this as you are right, I think people generally see this as quite a boring product. I think your poster conveys that mum and kids relationship/memories very well. But looking from the branding perspective, I think your key message could be improved.
Right now I see 2 key messages - "The More Important" & "Saves you Time". Perhaps focusing on just one can help expand your vision more and help you further communicate the message to your audience.
Once you have your narrowed down key message and target audience, I'm sure that you will come up with a more clear direction of design that works for that particular audience.
3. Annabelle Foo:
Choice of visuals are warm and captures the heart of spending quality time with family.
Convenience of the product is clear & straight to the point.
Although the visuals revolve around a similar theme, try using images without watermarks on them! (Visual 3 & 4)
The messaging behind #SAVESYOUTIMEFORTHEMOREIMPORTANTTHINGS can be expanded more to highlight the values that your visuals are bringing out. Like you said, the series captures the fun parents have with their little ones - these important things are actually little things that a parent would never want to miss out on in their child’s life - like when their baby learns to crawl for the first time or when a toddler utters words. However in reality, these moments take time and it’s easy for them to go by.
You could expand these situations into different headlines of your visual instead of having a similar headline since it’s already in your visuals! You have a really strong concept going on already, and if you boil it down even more to a single sentiment, I think it could be #NeverMisstheLittleThings or even #LittleThingsTakeTime which is where the main benefit of Nestle Cerelac also comes in - convenience!
That way, the hashtag also becomes catchy/memorable and also most importantly easier-utilised on social media platforms.
3. Eunice Loke:
Layout is clean
Question: If the time spent to make porridge from scratch and make cerelac and add stuff is the same, why would I want to buy this?
Problem: boring and plain
Solution: Spice it up
4. Basil Cha:
Definitely a great cause, about creating time to spend with parents and kids- Think it needs a bit more depth. The direct solution is that the solution saves much more time that can be spent with kids, but how can the brand actually encourage this relationship between parents and baby even more?
Feels like parenting is a chore and this solution is just helping your burden but what if we position it as “my favorite things” instead of “the more important things” e.g. My favorite thing is playtime and I have more of it because I spend less time prepping meals. “These are a few of my favorite things”
Advertising has gone past straightforward directions, need to tap into your audience. Is it stay-at-home moms? Working moms? What are their biggest pain points, what are their joys? When we understand our audience we know how to reach them. (Similar to evangelism no? HAHA)
Try not to use pictures with watermarks on it (if not have to Photoshop them out with the Clone Stamp tool – you can explore this) but there are tons of free stock images now like Pexels and Unsplash. Also if you’re targeting Malaysian people use Asian families not white people?
5. Yae-ber Neo:
Hashtag as campaign title ought to be careful with use of hashtags as campaign titles. Think from the perspective of a user on Social Media what would catch your eye, readability, length and message all play a part. Study the more successful hashtag campaigns and discover the big idea that drives their campaign to relate with the target audience.
Execution: Elevate your execution by photographing on your own, examiners appreciate this better because then you can also incorporate a stronger conceptualization to back your execution. If you have to use a stock photo, do make sure to get those without a watermark. Visual hierarchy: arrangement of your items (visual, headline, body copy) should lead your reader to understand the message just as you plan for.
Choice of size, colour, contrast, alignment and placement will do the trick!
Headline: your headline ‘for the more important things’ is not bad, the treatment however can improve. The visibility is not as clear as your slogan/subhead, ‘saves your time’. Experiment with choice of colour, outlines, drop shadow etc. to see how you can make your key message (headline) stand out. Colour: Creating a colour palette that you stick to would give overall brand consistency. Body copy: should give it a little more breathing space, have more negative space on each side, look a little cramp atm, and enlarge the bottom box.
6. Sarah Ann Toolseram:
Choose the right images.
Change The font or change colour to give allowance for printing errors. Pictures are appropriate for target audience
-Feeding can be a bonding activity.
-Saves you time from prepping the meal or feeding the kid? So you can have more time for fun things.For the more important things
7. Damien Chung:
I Understand the idea behind it, the motivation behind it. It’s a good thought. Personally, I don’t find the selling point really convincing for me. It’s basically the same as milo or rather powdered milk (since it’s for babies), or baby food. Perhaps what can be done is not shifting away the focus from the boring flavours but instead find a way to highlight it and make it interesting. Because parents might actually find the process of making food for their babies even more so interesting and also worthwhile, rather than finding ways to save time on it. From that satisfaction, it might then translate to them having fun with children. Preparing food is also considered “an important” thing
8. Ian Lai:
I really like the concept of focusing on the important things, like special moments with your child. But “#SAVESYOUTIMEFORTHEMOREIMPORTANTTHINGS” doesn’t work as a campaign hashtag, it’s too long and hard to read and remember. Something simpler like “#theimportantthings” would be easier to remember.As for the visuals/ads, I think that it can be stronger to drive home the message of focusing on the important things. Right now parents spending time with their kids is too generic. You want to really guilt trip parents with the visuals. For example, baby’s first steps. It would really suck for a parent to miss it, and every parent can relate to it. Copywriting can really drive the message across, “Don’t miss baby’s first steps just because you’re busy preparing her dinner.”“Saves you time for the more important things” is a good tagline for the campaign. Every ad could end with that as a tag. The typography can be more simple and tasteful, no need to have different font sizes or dancing letters (a bit high school word art). Also a better font choice for the body copy would help
#FORWHAT (Part 2)
As mentioned in the Part 1 post, it runs as an interactive social media campaign. The concept of the campaign is to turn it into a competition / giveaway of sorts, getting the customers to fill in the blanks on their own with positive things that they want to MOVE for.
It would mainly take place on social media platforms such as Instagram (@asicsmalaysia) and Facebook (ASICS / ASICS Running Club Malaysia). Each post would consist of 3 visuals from ASICS - the thumbnail (Visual 1), the fill in the blank (Visual 2), and the recommended shoe and beneficial factors of said shoe (Visual 3).
For example, the visual would be “RUN FOR ___” and the customers would then have to fill in the blanks with their answer, and share their story/journey. After that, they would have to repost it on their social media with the #FORWHAT and tag @asicsmalaysia in order to submit their response. The people with the best caption and story would then be chosen to win the specified pair of shoes that have been recommended for that particular activity. The shoe recommendation also serves a second purpose, which is to inform all who see it about the qualities and benefits of the shoes. This would mean that, even if someone doesn’t win the giveaway, they could potentially go and purchase a pair for themselves because of the built up “hype/desire” towards trying to win the shoe.
But overall, this campaign allows the #FORWHAT movement to be one that moves towards nation-wide betterment. In other words, it also gets people to share their stories and inspire other Malaysians.
SOCIAL MEDIA VISUAL 1A
SOCIAL MEDIA VISUAL 1B
SOCIAL MEDIA VISUAL 1C
SOCIAL MEDIA VISUAL 2
SOCIAL MEDIA VISUAL 3
Note: The original images used in the social media visuals (without text or logo) were sourced from ASICS.
For visual 1C, the shadow of the text and the human is different (different lighting and different slant position). Be more cautious of the lighting and shadow angles in future. The designs for visuals 2 and 3 are generally alright, but they do look a bit plain. The first image is okay, but second image looks somewhat undone/incomplete, as though there’s something missing.
The campaign seems as though it’s in different pieces and is lacking cohesiveness. Be cautious of the positioning of the campaign, because it would be dependent on the type of image they’re trying to put forward (for athletics, for leisure, etc). The intent of the campaign is good, but the “wellness” aspect doesn’t shine through the flashy visuals. The idea is there, but it needs refining.
Specify which social media platforms you want to use and help people understand it by creating mock-ups of the post on social media (this is because captions will help to boost the understanding / clarity of the direction that you want to take).
The images have been treated well – the title of the campaign hidden in the shadows looks nice (in the posters and social media visuals). A suggestion would have been to try playing with typography (some of the titles were upright, but it was suggested that they be made italic in order to show movement). As for the informative part of the social media visuals, the attention grabbing part of the message should be made to stand out (WIN A PAIR OF FREE SHOES etc).
Sarah Ann Toolseram:
When doing a real campaign in the future, consider the costs. Shoes being given away like that would result in very high costs. Besides that, the shadow in visual 1C is a bit off.
Love the idea of localization. Feels like it could be a very exciting campaign, but it feels too safe/normal still. Look at brands that are super strong on branding (Nike!! <- cannot emphasize this one more, Adidas, etc.). Also, just be clear on where you want to bring your audience to, in terms of campaign direction. I really like the idea of #ForWhat. I can imagine like a video ad of people like saying, “This one for what ah” “For what wan” and then ending with “For anything you want to be” or something along those lines.
Visuals are clean/not trying too hard, but I think there needs to be a bit more trying The #ForWhat copy is really cool, the idea of moving with purpose, etc. and I think it’s also a very challenging statement when Malaysians say “For what” and I think sport brands always push that kind of attitude whether it’s about challenging the norms, etc.
There also shouldn’t be too many words on a social media post. Things you can consider are creating a mockup of an Instagram post, where you can actually type in a caption so your design is in the context of a description, etc.
I think your idea is pretty good, as in it does give people the idea of what a shoe does, and that it's not just for style and looks, but it's functionality as well for the user. I think for the interactive part, judging from my experience right, these kind of shoes or brands actually have a very niche market. Especially Asics, which has marketed itself to be a sportswear brand, but branching out slowly into lifestyle.
So, I'm not sure if your assignment has anything to do with targeting groups on FB or some sorts. This can't be organic, it has to be boosted unless you have a face of an influencer in your visual that everyone knows and are a fan of, which would generate more engagement for the campaign. If this were to be an organic post, your organic reach would be very little, since the market is niche. The mechanics are great, which is to increase the shares. I was thinking of who is the one that would recommend the specific shoe for the winner or whoever the other participants are. The downside of it is that, what is recommended may not be what the users want, and opinion varies, so that's something we need to think about la. Perhaps you could also include like a voucher or a code for whoever that joined the contest (include a cap of course) to make people buy it rather than just finding out the type of shoes recommended for their activity, increasing the conversation rate.
The visuals used are great! But I think social media visual 2 and 3 can be less DI and more organic like your other visuals, it's more visually appealing than a blue background. Overall I like the idea! I might use it for my work too (haha).
Another thing to take note off, visuals that feature people are bound to get more attention yea. Or any big brands like Nike or Adidas, that would work well. So when your visual features someone, make sure it's someone relatable and you would know. Even if don't know, local would be good also.
Campaign as a whole has lack of a big idea. As a consumer, I’m not too sure what the campaign is about. What’s the movement about, what’s the key message, why should we join the movement? It’s very easy for people to turn it around and say join the movement for what? You’ll probably need something else to kickstart or introduce the campaign. For example, put together snippets of different athletes or influencers telling their own story of what they move for and why. Then it would carry forward better to Part 2 of the campaign where you focus on social engagement. Part 2 of the campaign could look at more recent trends on Social Media. TikTok for example encourages lots of movement where people do dance covers etc. See how you can leverage on that. Could Asics have their own song and dance challenge?
Maybe this could kickstart by involving stories of day to day people. For example, the way Humans of New York portray stories of people. Story of a struggling modern dancer or an athlete. Then, followed by the audience to fill in the blanks.
The social media visuals are generally pretty good and have a sporty feel to them. It makes you feel like exercising because there is movement in the image. The masking and effects applied to the visuals are good as well. However it needs to connect more, in terms of the entirety of the 3 social media posts. This is because the thumbnail image doesn’t really connect with visuals 2 and 3 (probably because they are VERY blue). If the blue is still intended to be used to to it being the company’s colour, then perhaps it could be used as an overlay with another image or colour. Besides that, you should also take note that if the placement and words are simple then the background needs to have more happening.
I think the play on words here really added a catchy/playful touch to the messaging since it’s something you hear quite frequently, and it still followed through in reminding people why they do what they do. But also if the first phase begins with #ForWhat, it could be a bit difficult for people to translate that messaging right away. I think there’s a really good potential build-up here before #ForWhat comes in, maybe you could tap into how everyone has a different why to what they do and it may look really drastic but I think it’d be good to capture those differences at the start before establishing #ForWhat? Design could be a bit more cohesive in terms of typography style/placement, but visuals still eye-catching and clean!
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