TECH3022 Production Planning 2015-16

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This page will detail planning information about the development of the Social Media Project as part of TECH3022 Advanced Social Media Production.


Social Media Campaign Overview

As part of the third year of the social media module at De Montfort University (DMU), the students are creating a campaign to raise awareness and promote change to the amount of sugar parents are giving to their children. The target audience for the campaign that has been named The Sweet Truth is working parents. The campaign will run for 4 weeks starting on Monday 15th February 2016 to 18th March 2016.

Campaign Objectives

The campaign is not measurable as being successful or unsuccessful, however, a set of objectives have been set that the students want to meet. These objectives are as followed:

  • Raise awareness among parents about the impact that sugar can have on lifestyle and diet
  • Suggest healthy alternatives which does not contain sugar or contains a low amount of sugar
  • Encourage the parents to change their habits, diets and lifestyle positively and safely
  • Influence the parents to spread the message of the benefits of having a low sugar diet to other people by word of mouth

Context

TECH3022 together came up with the idea of a social media campaign aimed at working parents. It is thought by the end of the campaign the parents involved would make healthier food choices for their children. The campaign was set up and ran online using various social networking sites and platforms.

Food Literacies

Our understanding and definition of food literacy is the impact that choices can have, in this case, on health. We understand that a part of our food literacy is the skills and knowledge we have on making the right food choices and having adequate food skills and knowledge. The campaign will allow us to encourage the parents how to make the right food choices and to help make them aware of the dangers of sugars- especially hidden in everyday items. It will also show and inform parents on the alternatives available in replacement of high sugar content foods.

We will express this through the content we produce, share and post through the social networking accounts set up for the campaign. In several media formats such as images, videos and articles. Collaboratively we used our food literacy to source the correct advice, guidance and facts and figures for the parents.

Digital Literacies

Digital literacies are literacies we use online- we use literacies to navigate and be smart when being online. Collectively, we used our digital literacy to set up and run the campaign online. We used several social media networking sites, selecting the ones most appropriate to the campaign and the target audience, including; Facebook, Twitter and Youtube. All members of the group have reasonable amount of knowledge on how to use these social sites including how to set up groups, pages and how to share and post content, as well as, setting the relevant privacy for each of the sites.

Target Audience

After much research and discussion, it was decided as a group that our online campaign will be targeted toward parents in employment and who also have children under the age of 18. We discussed the possibility of targeted our campaign towards a specific category of people, for example; people on benefits, nurses, doctors, gym instructors and teenagers. As well as organizations; for example, gyms, supermarkets, restaurants, cafes and places of education. However, in the end parents were our decided target audience as we found that we would be able to aim at a wider range of people from different age groups, locations and occupations and if they have young children, they may be more interested in learning about and taking action towards a low sugar lifestyle.

Timeline

A timeline was created by and set by Louise to keep the campaign on track. The timeline consisted of when certain tasks had to be completed including; the creation of the logo, creation of the social networking accounts, questionnaires and posting of content.

The Sweet Tooth Campaign Timeline.png

Logo Design.

All students were involved in coming up with the name and logo design for the campaign. Ideas for the name of the campaign was discussed over two weeks, each student suggested different names such as; ‘Unsugared’, ‘No Sugar Given’ and ‘The Unsugared Truth’. Nisha pitched the name ‘The Sweet Truth’ and all the students agreed as it was short, memorable and relevant to the target audience- working parents.

Once the name of the campaign had been decided, the logo design process could begin. All members contributed to the overall design of the logo including colours, layout and image. Everyone contributed their ideas as to what the logo should look like and include and sketch ups of the logo were created to give a rough idea of how it should look. Daniel researched into design of existing logos and selected features of the most appealing logos.

A potential logo design for the campaign
A potential logo design for the campaign
A potential logo design for the campaign

Nisha designed the logo using Microsoft Powerpoint, three prototypes were made and posted to the Facebook group in which a poll was created so that everyone could vote on which logo design they liked best. Unfortunately, each student voted on a different logo design and so in the lab session different elements of the three designs were merged together to create the existing logo.

The layout, colour and text were chosen appropriately, many of the logos that are associated with health and well being tend to be green in colour and have a quite soft and neutral colours and so this was implemented into the logo design. Initially, the logo was to be picture based with an image of sweets in the background and a 'cutout' see through effect for the font, however, after re-sizing the logo to a social network profile picture size we realized that you can't read the text very clearly. Therefore, we all decided on using solid colours, in pastel shades and keep it gender neutral.

The final logo could be seen clearly in all sizes adaptable to the social network sites associated with the campaign.

YouTube Videos

Louise was inspired by the popular vlog Proper Tasty, so came up with the idea of taking this format for sugar free recipes and the group agreed. We decided that as part of making the audience aware of the healthy eating and to encourage to take action, we would create three short videos to demonstrate how easy it is to cook food containing very low or no sugar at all. Three recipes were decided upon- the recipes had been made before by the members of the group. The three recipes filmed were; Banana and Coconut Ice cream Alternative, Orange and Chickpea dish and an Aubergine and Courgette Omelette. These three recipes were chosen as they were simple, easy to follow and demonstrated a quick breakfast, lunch and dessert.


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A shopping trip to the supermarket ASDA was organised by Louise to buy ingredients for the recipes. We decided to buy all the ingredients from one place and ASDA stocked all the items required.

A date and time was set to film the three videos, a simple recipe meant that all three videos were filmed within two and half hours. With all members of the group being present to film, we split up into teams and allocated tasks. As three people filmed one recipe, the other two members edited the footage. The filming took place in Louise's kitchen and equipment such as DSLRs and tripods were booked out from AV loans. The filming equipment was set up with a static camera filming from a aerial view and a mobile camera filming scenes taking place at various locations around the kitchen.

The recipes were edited by Louise, Nisha and Niall and agreed to be kept within a 1 minute and 30 second time frame to make it easy and fun to watch. Using bold and neat fonts, captions were added over the scenes giving simple instructions of the main steps involved for the viewer to follow. An instrumental, upbeat, copyright free music track was placed over the video. The videos were then uploaded to the The Sweet Truth YouTube page and a link posted to the Twitter page. As for Facebook, the video was posted directly into the closed group and open group pages.

Questionnaires

To achieve an idea and get more knowledge on the lifestyles of the parents, two questionnaires were created. The first questionnaire was released for the participants to fill in at the start of the campaign and one released at the end of the campaign to see if a difference was made- if any. The questionnaires were created by Daniel and Luis through the site Survey Monkey and posted to the Facebook groups. The website Survey Monkey was used due to the participant anonymity features.

The questionnaire consisted of ten questions which asked on the subject of where the participants shop, what they eat, how often they eat and what they feed their children and whether their children follow the same routine as them. The survey was posted to the Facebook Closed group so that only the participants could access it and the questionnaire was completely optional- if a participant didn't feel comfortable answering the questions they didn't have to.

Quizzes

We wanted to obtain as much information as to how much knowledge our participants had on the topic of sugar. One method of collecting information was a questionnaire, however, we also used a more simple method of creating quizzes. This collected different information and the purpose was to test the participants knowledge whilst informing them. The quiz tested the participants and the public on their knowledge of sugar in everyday products- 'Can You Guess How Much Sugar Are In These Items?'. The quiz was created using a website called Qzzr as it is a simple quiz builder which allows the user to integrate the quiz into social network sites and websites.

Another type of quiz created by Louise was the 'Which is worse? Sugar or Fat?' This posed the simple question of which is worse for you, sugar or fat? And was designed to see which of the two the participants thought was worse for them. The poll was set up through Facebook so that the participants could answer directly.

As with the questionnaire, the quiz was optional and if the participants didn't feel comfortable taking the quiz they didn't have to.

Facebook Groups

The main focus point of running the campaign was the Facebook pages created by Daniel, Luis and Louise, a Facebook page and a Facebook group was set up for the campaign. Each student had access to both the closed group and the open page and were all made admins so that any changes can be made. Facebook Messenger was also used to allow the students to communicate between each other. A Messenger group was created so that any discussion on the posting, content and next steps for the campaign could be organized. Also, this form of communication was accessible by every member of the group.

  1. Facebook Closed Group:

The Facebook Group was set up so that we can communicate with the participants of the campaign- similar to a focus group. Members of the group sourced participants to add to the closed group. The closed group had a privacy setting which allowed only members of the group to see the content posted, comment, like and share the posts. The members of the group gave their permission to be apart of the closed group by accepting the request to be added and every member had to the option to leave the group at their own accord.

  2. Facebook Open Page:

The Facebook Open Page was set up so that every member of the public can see the posts and links we share. The purpose of this page was to promote the campaign and to raise awareness. If people who weren't parents but showed an interest in the campaign and what we were raising awareness on, they could like our page and receive notifications on the articles, videos and images we share and post.

Twitter

To help raise the profile of the campaign, a twitter account was set up by Niall under the name @sweettruthdmu. With the Twitter account we were aiming to achieve as much interaction as possible by communicating with similar accounts and people interested in the topic of sugar. The participants may not have followed the campaign on Twitter, however, using Twitter as a social networking site for the campaign was useful. Due to the feature of tagging and the openness of the format, it is easy to tag the posts and to find accounts that are similar to the campaign. It also allowed the possibility of following accounts that were associated with the campaign such as Diabetes UK, Action on Sugar and NHS

It is particularly important on Twitter to follow associating accounts as their posts form the timeline. Due to this, the timeline was filled with relevant articles,images and videos which was re tweeted, liked and favourited so that it appears on the timeline of followers. As well as sharing already published content, links to original content produced as part of the campaign was posted to this account including the links to the YouTube videos of the alternative options and the quizzes.

Twitter has a tagging system which conveniently acts as a database, which means that anyone can search for a word and if that word is hashtagged in the post it will appear. For majority of the posts made from the account the tag #thesweettruth was used to promote the campaign and get it trending. It was agreed that the same tag was to be used for tweets made from personal accounts.

Images

Images are really important for any campaign- particularly in online campaigns. They get the message across almost instantly and digitally altered images can have a real impact on the audience. Awareness images were sourced using the search engine Google to post on the Facebook and Twitter accounts in hope of creating more of a response. Usually a question or statement is posted with the image to spark conversation or debate. The images were similar to the style of public announcements adverts and some with simple informational text.

These are some examples of the images that we posted to the accounts:

Sugar Awareness Image
Sugar Awareness Poster



















The issue of the nature of the images was raised as to whether they were appropriate to the campaign and how it would come across or received by the audience. However, the images were proving effective particularly on Twitter.

Media Platforms

Resources

Contacts

TECH3022 Social Media Production Facebook Discussion Group

Links & Source Material

Low Carb Awareness

Action on Sugar

Davina McCall: “5 Weeks to Sugar Free”

Feedback From Campaign Week

16/03/2015- Todays campagin was held by Anna, Emily, Jessica, Selina, Baljit Christos. The first event was a success.Due to the interaction with students and lecturers advise was given to take forward. As promoting healthy eating, they were giving away free fruit. One person suggested we had a banner up that says "free fruit". Another person suggested we had more promotional material, in order to create a bigger awareness.

17/03/2015- This is the 2nd campaign day held by Rachael, Zamzam, Cindy, Farah, Marsha and Nacho. Hearing that the first campaigning day was a huge success this team wanted to make sure that day 2 was also. The team were giving away free Grab bags of fruit which held 5 peices in each bag, a taster pot with fruit, yoghurt and granola and leaflets about the campaign that were created by Marsha. The was alot of intereaction with students and lecturers asking what the campaign was about abd why we were there. Everyone seemed interested in finding out more and went away from the stall talking about what we were doing.