Sustainable Development Goals
In-Class Project 7a/b - Written Description of the Advertisment Clips
Students talked about advertising and discussed commercials in English
and Psychology classes. In a previous Erasmus+ project students also
talked about how to make and cut videos.
The task of this in-class project was:
a.) Inform yourself what "Sustainable Development Goals" are and select one that is most interesting for you.
b.) Get into groups of 3 or 4 people and brainstorm how you could create
an advertising clip in order to promote the SDG in public. Keep in mind
using strategies and knowlege you acquired in Psychology and English
classes.
c.) Create the clip which should not be longer than 3 - 4 minutes.
d.) Write a report of one and a half pages, summarising your strategies, your ideas and the working process.
e.) Present your video in class.
Descriptions:
7a.) https://youtu.be/AiSoiGZS-yg
SDG 1 "No Poverty"
Short
Summary about what we did in the 5 hours in school:
In the
first hour we thought about which topic we were most interested in. After a
long discussion we decided to focus on the topic “poverty” and decided to present
the topic in our video. In the second lesson we thought about how we could best
present this much discussed area in order to attract students’ attention. We
collected our ideas and determined the location where we want to shoot our
video. In the third hour we started shooting our commercial. In the fourth hour
we continued with the filming and finished the advertisment completely. In the
fifth and last hour we got, we started to cut our video and choose a suitable
music for our advertisement. We also inserted the audio recording, which we had
already recorded at home.
Attention
Strategies:
Thanks to
the black and white colour filter, the advertising creates an impression and
attracts attention right from the start. The music, which is slow in the
beginning and later becomes faster and more impulsive, creates tension and
attracts attention. It increases attention and highlights important points. The
black and white filter creates a gloomy atmosphere and makes the serious topic
look even more serious. The undressing in the video also attracts attention
with so-called “sex-sells". Different camera angles make it look more
special, interesting and less boring.
A à (Attention)
We raised
attention with dramatic music and a black and white color filter. Different
camera angles are also part of an attention raising strategy
I à (Interest)
We raised
interest with information about the topic poverty. Facts and background
information are important parts of raising interest.
D à (Desire)
We want wo
animate people to think about the topic and want to create desire to help those
in need.
A à (Action)
The goal
behind this advertisement is to animate people to act independently.
Marissa Maier, Anna Pickl, Anna Mayr, Julia
Stocker
(no text)
7a.) https://youtu.be/qagyyeXlqAs
SDG 4 "Quality Education"
We chose the topic “education
quality” mainly because we share the opinion, that education builds the base
for your future. Also, we want to raise awareness that in many countries the
education system needs to be improved in order to get a better qualification
and to have a chance in life. For us it is important to stand up for equality
relating to school systems in less developed countries compared to Austria and
to show how important education is.
Quality education – SDG 4
Quality education, represented by SDG 4, seeks to ensure
access to quality education through all stages of life. Apart from formal
qualifications, this SDG also aims to increase the number of youth and adults
having relevant skills for jobs and employment. Nowadays, nearly anything except
health) is more important than acquiring and skills concerning education. Quality
education focuses on the progress of promoting and increasing todays education.
Process:
Generally, we wanted to produce something extraordinary
so we brainstormed a lot and concluded that our school could be an amazing location
to film an advertisement. Because of that, the idea of making an advertisement
for our school, the “BG/BRG Judenburg”, got more and more approval on our
parts. While some of us were searching for appropriate spots, others started to
plan our video and got to know the different angels and camera settings. We
finished filming within three hours, because we all shared the idea of shooting
perfect scenes, so we shot some of them repeatedly. After completing the filmed
scenes, the process of searching epic music and writing the spoken parts in our
advertisement began. It did not take us long to find matching key words. Days
later, we found out that the real, time-consuming work was not the whole
filming and brainstorming process, but rather editing and cutting our video and
documenting the whole activity.
AIDA-effect
To catch the audience’s attention, we tried to use appropriate
tunes in form of epic music, matching with our scenes. All the slow-motion
shots, filmed from different angles, give the spectators the opportunity of getting
interested in our advertisement. Not only the slogan of our school “Fit for the
future”, but also our voice-over has catchy aspects in order to convince the
viewers to develop the dream of visiting our school “BG/BRG Judenburg”, which
can be seen as “desire” in the AIDA-effect. We want to reach the goal that
primary school students take the initiative to earn the guarantee of getting
the perfect base for their future life and choose the BG/BRG Judenburg for
their further school career (=action).
Did we draw some lessons?
The thought that it is not natural to live and learn as
we do often crossed our minds, while we were having a look at other countries,
where the school systems, the buildings, the teachers and the processes of
learning are quite the opposite of our daily school life. At least, it should
be possible for everyone to increase basic education.
Actress Anika
Kobald
Director& Music Mara
Köck
VoiceOver Lisa Resnicek
Camera& Editing Kathrin
Liebminger
Mara Köck, Anika Kobald, Kathrin Liebminger, Lisa
Resnicek
7a.) https://youtu.be/vAfdXGR1veA
SDG 4 "Quality
Education"
The
planning stage:
At first,
we needed to choose a topic for our advertisement. We decided on doing an
advertisement on the topic „Quality Education “. After agreeing on a topic, we
started to think about what kind of advertisement we wanted to produce. As our
topic is very serious, we thought that using intelligence and scientific facts
was the most effective way to film our advertisement. A mind map we created
helped us collecting ideas and sorting them into different categories.
The filming
stage:
After doing
some planning and deciding on who is going to do what part of our assignment,
we started shooting short clips for our advertisement. The location we chose
was set up in our school and we stayed with very few requisites. We wanted to
make the clips look like they were filmed in class to make them more authentic.
This process took us the shortest and we were able to produce enough clips for
the commercial.
For the
audio we wanted to keep it simple and restricted to the most important facts.
We tried to make it as professional as we could.
The editing
process:
For editing
the video, we followed the AIDA system. Aida stands for Attention, Interest,
Desire and Action. We tried to attract attention to our advertisement by using
a very basic, minimalistic design and clear fonts. We also wanted to make
people interested in quality education. We produced some time lapse clips of
our school and also used pictures of schools that are less advanced and tried
to make our commercial as authentic as we could. Through pity, emerging through
the pictures and facts of other, less privileged schools, we tried to induce
the desire to change something. Lastly, we challenge the viewers to help
improving the school system in poor countries.
The music
we used in our advert is instrumental to keep the focus onto the text and
visuals. We also tried to match the music we used to the atmosphere we were
trying to create. For the first part we used some more or less uplifting music
to make the viewer interested in our commercial. Next, we used some sorrowful
music to make the viewer compassionate. At the end we tried to use motivating
music to make the viewers motivated to do something about the current
situation.
Anna
Fieger, Natalie Petautschnig
7a.) https://youtu.be/ZLcrvScnxYM
SDG 5 "Gender Equality"
Preparation:
For our video, we
chose the topic equality, because we think it is still an important topic and though
we already came far (at least in Austria) there is still a lot of work to do to
equal all genders.
For us as young women it is important to walk
safely in the streets in the evening or even at night. Many of us are
terrified someone could be waiting to rob us while walking through a park or
waiting for the bus or going in the underground. We are afraid to get robbed or even worse.
However, a man
cannot imagine the fears a woman feels by night time. There are
dark places, with few people, or people with no courage, or people who do not
care.
Eighty percent of women have been harassed in the streets
by daytime. Walking to work at 7 am, alone and a creepy man, passing by or a
construction worker whistling at her, is not a compliment. A man cannot think
what that feels like, which is one of the reason why some man still catcall.
They cannot retrace what we feel in this moment. I am sure, that if they did,
most of them would stop. Therefore, it is our turn to show them!
The process
At first, we
struggled to find an idea for a unique video, which is firstly interesting to
watch and secondly, not only catches attention quickly but also makes the
people want to watch it up to the end. We were challenged by finding an idea.
At first, we came up with the idea to have a job
interview, where a man and a woman apply for the same job. Although the woman
has more qualifications than the man, she is offered less money and has to deny
the offer due to financial reasons.
The man, who is less qualified, gets paid better and he accepts.
Later they talk about the job interview they had and the man does not
understand, why the woman is so angry. However, we did not quite know how to
implement this idea so we came up with an even better one.
The
video:
We came
up with an idea that is similar to the "game" Take one-step forward
if… One of us is holding up a "male" and one is holding up a
"female" sign and for every privilege they have in society, they are
allowed to take a step. The man steps
up all the stairs and the woman keeps staying at the bottom. It illustrates
clearly the gap between men and women’s privileges and how much easier it is
for a men.
The ideas:
The ides
behind our project is to point out the importance of equality to people and how
a woman is not only in social topics but also privately affected by patriarchy.
Even in areas like health care, where no one would expect it.
Our conclusion:
The most shocking
fact we have learned about inequality is that it would take a minimum of 180
years to get the exact equal rights for women. We already came so far and still
it would take us so much time to be equal for both of the genders.
Most people think feminists want to be better man, and
indeed, there are feminists, who hate men and try to drag men down.
Nevertheless, a “real” feminist is fighting for equal rights, which means a man
and a woman shall both have the same rights.
A woman should be paid the same amount of money for the
same amount of work and a man should be allowed to stay at home with his
children without being made fun of. There is a lot going wrong in our society
and even though all of us are affected, no one is willing to change something.
Nina Pausch, Victoria Ranzmaier, Carolin Wallner
7a.) https://youtu.be/g6yLhsgKOcY
SDG 13 "Climate Action"
HAPPY EGGS
Topicss:
business model, AIDA model, feelings, conscience, supportive facts
The
innovative business “HAPPY EGGS” wants to realize the sustainable development
goal: CLIMATE ACTION. Our members want to bring people from all different
layers of society. Children should start learning in elementary school that
buying regional products involve loads of benefits for all participants.
Whether you are an engineer, or an actor people should get a general knowledge
about these benefits. Also, retirees need to learn the importance of their own
purchase power. If all of these groups took care of their buying behaviour, it
would make a huge change for the environment. Because of that reason our
business created a new TV-advertisement which will be shown at different times
each day to raise attention from different social groups.
To create
the commercial, we first thought about the AIDA model which implies that a
advertisement has to raise attention at first, then it has to arouse interest
and generate a desire and last it has to bring out an action and make people
actually go and buy the touted product. We started thinking about how our
advertisement could raise attention from different people. The upcoming idea
was that we catch people’s attention with showing the direct comparison between
chicken hold in a barn and those which are can go outside. Many viewers will be
shocked at first but the general idea of “barn eggs” is almost a taboo topic.
People who try to talk about animal rights often get laughed down and our
business wants to change that. Next, we wanted to create people’s interest with
a conversation between a young girl and an adult. Talking about the conscience
we want people to really make up their mind and be self-critical. Last the
potential customers shall want to buy our product because of the price
comparison.
Introducing
the benefits of our product in the commercial include the health and happiness
of the laying hens on the one hand and the self-conscience of the customers on
the other hand. Besides these benefits also the regional farmers can turn this
out to a good account. The farmers which bring their eggs to nearby
supermarkets earn more money than those who have to transport them long
distances. Hens which must spend their entire life in a tiny space without any
real sunlight lead a miserable and extremely short life compared to those which
are allowed to go outside and live longer. Studies have showed that diseases
are much more common in barns with a huge number of hens. Those barn hens get a
wide range of medication to prevent epidemics and because of the huge number
the diseases spread rapidly. “HAPPY EGGS” also stands for more healthy eggs for
the customers, because of the lower medicated chicken.
Our commercial
uses the feeling of guilt to bring people to buy the product and make up their
mind. People should purposely feel guilty knowing they are used to buy cheaper
eggs from a foreign country from cruelly hold animals. They know that it won’t
hurt their wallet to take the regional product so next time they step in a
supermarket they probably will grab the better eggs for their own conscience.
Sabrina Gruber,
Natalie Pirker, Michaela Kurz
7b.) https://youtu.be/ewIB0QfYgjU
(no text)
7a.) https://youtu.be/-0qbG1Axr4U
SDG 14 "Life Beyond Water"
The assignment was to shoot an
advertising video independently. We chose the topic “life under the water”. Preserve
and sustainably use the oceans, seas and marine resources for sustainable
development.
At the beginning of video four
different statements, which are against helping the life under the water and
the oceans should grab the attention of the audience. Especially with the
sudden, rather loud noise, which should also have a warning effect. We also
used different, adult voices. The background picture behind the speech bubbles should
already point out the current topic in the video.
The shape of the speech bubble is
deliberately chosen. Because you don't see the usual one here. It is a jagged
one, which should again underline the hardness and strength of the statements. The
font of the sentences in the speech bubble also describes the strength of the
statements and attracts a certain attention.
After the short introduction we present recent
problems of the sea life. We chose the scientific appeal. Which means we want
to bring the topic closer to the viewers with many facts and scientific
figures. The aim of this scientific appeal is to explain the current situation
to the viewers and to make them aware of what our real problems are. And this based on facts and figures that were not known
before.
The videos with fast drawn pictures or words,
which are played while we are speaking, should bring variety to the video. But
also here we have written down numbers and facts from time to time and thus
used the scientific appeal again.
Two voices, alternately, once
female, once male explain the topic in detail. The rather quiet and thoughtful
voices should also make the audience think about these problems and the whole
topic. And on top of that, there's the quiet, contemplative piano music that is
played the whole video quietly in the background.
An appeal should complete the video. Draw the
attention of the spectators once again. The image with the sea and the beach, also consciously chosen because of
its beauty, should bring people closer to how extraordinary our sea can be, or
rather, how beautiful still is.
Vanny Benke, Andreas Gruber
7a.) https://youtu.be/wBB7Bl1mwdU
SDG 16 "Peace, Justice and Strong Institutions"
Unlimited access
to information for everyone
We unanimously decided
to select the Sustainable Development Goal n°16 (“Peace, Justice and Strong
Institutions”). After gathering information on the official website of the
United Nations, we determined to confine ourselves to treating the subtopic 16.10
(“Unlimited access to information for everyone”). Freedom of information is
undoubtedly crucial to building individual opinions and probably even the ground
stone of civilised societies, however, the 21st century is riddled with global
agitations, governments restricting journalistic freedom, totalitarian heads of
state and seemingly concealed intelligence services undermining liberty of any
kind. Being the most powerful weapon of the modern world, lacking information and
disinformation are threatening genuine democracies and inhibiting equity
amongst the nations of the world: Ever since the modest beginnings of recorded
history, those who possessed information intelligibly reigned over the untaught.
Bearing all these factors in mind, we aimed at crafting a promotional spot which
clarifies the indispensability of information to the general public.
Generally
speaking, our advert can be subordinated to the genre of mystery-ads (esp. the
second part). The “AIDA purchasing funnel” can be applied to it as following: sequences
outlining the necessary dissemination of information and the close-up shots create
awareness for the necessity and even banality of news, the annihilation of
existing information media (paper, web, ..) raises a certain interest for the topic,
the profound words uttered in the very end of the ad trigger the desire to protect
and further develop our existing information culture, the viewers should be directed
towards this and finally undertake measures. A more detailed description of our
ad can be found further below.
The spot starts
off with various scenes depicting the most common manifestations of information
(i.e. newspapers, websites of internationally renowned news agencies displayed
on a laptop and a smartphone, résumés of different news on Google News) and the
supposedly least corruptible & most trustworthy utterers of information (journalists).
The clip shows all these different components of information acquisition. Furthermore,
Google is used for gathering facts about the Freedom of Information Act. The used
background music (it is by the way no subject to copyright protection) is cheerful,
the tune can easily be grasped as being ordinary, every-day-like, perhaps even
mundane. The viewer is conveyed the impression that nothing extraordinary might
happen, colloquially speaking, he is suggested to think of the shots as
something he might be doing himself on a daily basis. Though, after about 1.5 minutes,
the music somehow becomes silent, more dramatic tunes arise and the shown
occurrences worsen.
In this part of
the clip we show sequences of miscellaneous sorts of information being
restricted, the freedom of information deteriorates constantly until the
barbarism reaches its climax (details follow further below). Anyway, the exponentially
declining freedom of information is demonstrated by a news website being
suddenly veiled by a black cloth appearing from nowhere, the effect is
augmented by public notices being teared off a wall, papers being wadded up, etc.
In addition, a working journalist dumps down her notepad and pen in an abrupt
manner before a sinister-looking hand tears the journalist’s name tag off her
chest and frightening brown crocs uninhibitedly step over the journalist’s
equipment, literally trampling on the freedom of information. What’s more, a
smartphone displaying a news portal is ripped out of the hand of a simple
citizen, newspapers are let fallen on the ground, veiled with a cloth and trodden
by some shoes, even leaving prints of dirt behind. After all these actions of disfavour
towards information, the unanticipated ending scene depicts newspapers being ignited
and burning the respective collection of factual knowledge about the
contemporary world affairs to ashes.
Throughout this seemingly
perpetual process of destruction, annihilation and even condemnation; the music
becomes louder and fiercer with every contempt of an information-transmitting
medium. In the very end, the music lapses and the screen freezes, leaving the viewer
to his own thoughts, the mediated pictures should remain etched on the memory of
the audience like remnant fat on frying pans. Succeeding this, we read out some
phrases with sombre & intimidating voices in order to convey the viewers
the significance of standing up for the freedom of information. The few words
spoken shall leave a profound impression and animate everyone watching to think
about the aforementioned topic and sincerely stand up for the rights of the
ones making information available to every single individual and thus risking
their own lives. Considering the fact that as of 2017, every passing week saw
at least eight people murdered at the front lines of efforts to provide more
information and the number of journalists murdered in service doubled from 2010
to 2015, the implementations of information freedom policies have certainly not
been conducted impeccably.
Concluding, it
is essential to state that access to information is not self-evident. Whilst we
are demanding more and more factual knowledge about the contemporary world and
its issues, those who are implicated in ensuring the stream of information to
the general public are not often rewarded appropriately for their work.
Furthermore, being the resource/weapon of the modern-day world, data is no
longer affordable to everyone but someway kept under lock and key. It may sound
ludicrous, though just as the ruling and their intelligence agents
clandestinely keep knowledge about state affairs secret, universities and other
research institutions withhold scientific papers from illiquid research
institutions, the world’s entire cultural/scientific heritage published in
journals and other scientific papers seems to be reserved to the global first
world elite and inaccessible for those living in the global south. In short, information
is power which is retained in innumerable different ways and its availability
must not be taken for granted at any time – Instead, it must be appreciated,
defended and strengthened. Open and unlimited access to knowledge and
information must not be a prerogative of the stronger, but a self-evident for
the population of this world as a whole.
Darius Brata, Jonas Mösslacher, Nicole Jöbstl
7b.) https://youtu.be/L_pYF8CE_gA
(no text)
Link to the main article: https://letschallengethefutureaustria.blogspot.com/2020/04/sustainable-development-goals-in-class.html