This is a school project. It's not a real commercial brief.
Client: Ministry of Social and Family Development
Identified Problem: A study released by network security company, McAfee, shows that one in three Singaporean teens have been victims of cyberbullying. The study polled 512 teenagers in June and July 2014.
Challenge: To empower teenagers with the necessary knowledge to stand up against cyberbullies and seek help if needed.
Target audience: Teenagers aged 13 to 18 years; online savvy
SMP: Stand up against cyberbullying
Recommended tactic (tone of voice): Confident and Empowering
The idea behind this design is based on the victim itself, on how a victim would read the direct mailer when they receive it.
The idea of the tearing effect came from the pain inflicted on the victim. It's based on how they feel whenever they were bullied, how they want to vent it to someone or somewhere but they didn't have the courage to because they are afraid of being judged or because they have nobody to talk to. It expresses the struggle the victims went through to type how they really feel and with each tear it means like a "delete" on the keyboard. It is like a struggle that they go through to decide if to continue typing to vent out their feelings or not.
After opening up the mailer, little facts about cyberbullying will be shown to let the victims know that they are not alone in this.
Be Anonymous is particularly designed as a way to get victims to open up, to let them know that we are here for them. It is to provide a helping hand and let them know that they are not alone. This is important because most victims keep their cyberbullying problems to themselves. Victims will be able to tear that page out and mail out that form. Since they are online savvy as well, the way the form works is to allow victims to voice out their problems, mail it out, and we will reply them through the e-mail they provided. This will ensure that no one else will know about their problems and therefore having the trust between the client and the victims.
