Option 3: Summarised in a sentence
The video will be aimed at mum's (regardless of age and profession, who are constantly on the go, with little headspace for themselves. We want to inspire women they are 'awesome', no matter what is happening there is still good around them, and remember to 'Pay it Forward' (PIF) with superceded tech, because YourePIFingAwesome.  I do not believe there are any other videos promoting device recycling in this manner.

Tone - Feeling states

Assignment 1 has been an attempt to not only indentify, profile and research my target audience, but brainstorm initial creative ideas for a video that will capture the attention of and appeal to the audience.  I have researched and considered a number of #EI's products from a variety of perspectives (not all have been outlined above), and I was curious if I would find other videos on recycling computers / laptops / mobiles.  From my search, there were many where people explaining what to recycle, and some on how to recycle responsibly, but there were few actual 'commercials' promoting it.  We know there are groups out there, such as mobile muster, that encourage technology be returned, and some fix to resell, but we're not so sure about giving back for nothing to needy people in the community like we do. Of the three 'commercial's I did find, two were professional - one of them fun and the other filled with facts, while the third was either someone playing around, or a hill-billy drumming up business.  Either way, that commercial was a spectacular example of what not to do if you want to engage with women without making their skin crawl. These commercials were promoted to everyone, based anywhere.

I have attempted to think creatively about how to promote #EI's #YourePIFingAwesome campaign through the eyes of women, but hopefully empathetic members of the community will also appreciate it. I can't definitively say there aren't others who are doing the same kind of work, but as far as I can find, it's just #EI in the context of giving back to the community and not just the environment. My researech has been based on an excess of 15 journal articles, and I have annotated seven that were particularly useful, in the UniSA Harvard referencing style, together with online research on typopography, emotions and colour wheels.

What were my initial thoughts about promoting the product?
Initially, I had hoped to incorporate a little of the unit, 'Animation Design' within the video; but not to be, so thoughts moved to using Emily and Kyle, then green screening in an owl, to recreating a stop motion animation I did a few years ago with me spinning around and throughing my arms into the air, but that won't work in our current office set up.  Then... I think I watched an exemplar that only used images, and that did it for me.  I've gone through my Facebook photos and pulled out over a hundred images, that I can look through and work with as the video is produced.

Did I achieve it?
I believe I have achieved an excellent platform from which to spend the next four weeks learning as much as I can about Photoshop and creating this video, but if not, I look forward to receiving constructive feedback.

What could be done differently next time?
As I'm still very new to digital design, so I'm not sure what I could do differently next time. Perhaps have a list of everything that needs to be in the creative journal, because I had done the exercises, days / weeks later forgotten, or second guessed myself and ended up writing something similar again.  In a work environment this is not likely to happen because I create tick and flick forms that help me keep notes of where I'm up to, or others can come behind me and know exactly where I am. Forms like that take experience to develop; hopefully by the time I finish this degree, it will be well on the way.

What did I do well?
I hope by the end of this study period, I'll have a strong understanding of how to use basic coding, a stronger understanding and greater confidence in using Photoshop, and a lovely campaign video we can share across our Facebook social media pages. In the meantime, I feel I've created a solid platfrom from which to spring; together with this assessment feedback.

Ridgeway and Myers' 2014 study into consumer perception of colours used in branding logos, illustrated how 'personalities' may be created in branding products or images to potential consumers.  This resource has some interesting research outcomes and it has offered a few new ideas for consideration, as well as validating #EI's ' existing branding philosophy and choice of colours, which everyone is happy to continue using.

2. Demographic bases of word of mouth. 
East, R & Lomax, W 2010, 'Demographic Bases of Word of Mouth', Referred proceedings of the 2010 ANZMAC conference: Doing More with Less, Australia & New Zealand Marketing Academy, pp. 1-7.

East and Lomax's 2010 conference paper digests how gender and age demographics research can influence or affect 'word of mouth' (WOM) experiences of clients. It was particularly interesting in how they found that both genders are relatively equal in their positive WOM, but men were more aligned with technical and financial matters, while women focus on social or homebound issues.  Further, WOM was positively correlated with one's employment status rather than retirement, where social interaction can begin the wane.  The resource is reassuring to #EI as their preferred method of marketing is WOM, in particular, via their business FaceBook page, and 'Paying it Forward' to the community around them each week, where they plan on using the video about to be created.

3. Sexism in advertising and Marketing to women
Miller- Partner, M 2005, 'Sexism in advertising and marketing to women', International Journal of Advertising, vol. 24, no. 1, pp. 113-115.

Although written some 15 years ago, this journal article aptly describes the current feelings and motivations of women; mothers or otherwise, who are the everyday clients of #EI.   How advertising and marketing has shifted away from sexism to sexy, is of key importance when marketing to busy women; mothers or otherwise, making them feel empowered rather than useless, or as a tool for gratifying men, is essential.  #EI have strong values around treating women with equality and dignity, which they are keen to have reflected in the video.

4. Individual values and household finances
Gogolin, F, Dowling, M & Cummins, M 2017, 'Individual values and household finances', Applied Economics, vol. 49, no. 35, pp. 3560-3578.

This peer-reviewed article bases its research on how cultural values not only shape individual behaviour and attitutes towards financial decisions, but infact, defines them. As our society moves away from survival and traditional values, such as religion and marriage, and towards self-expression, that is increasingly open to accepting 'all walks of life', such a shift in social values impacts the decisions individuals / families make towards education and, higher paying jobs, and is a key determination in how households save and invest their money. #EI wants to educate the wider public that repairing where possible, instead of replacing at whim is not only financially responsible, but in a small way encourages people to embrace commitment, rather than ditching something they once loved, and mentally reinforcing a throw-away society.

5. On-Demand media give women flexibility and control; savvy marketers adapt by using multiple touchpoints.
Anonymous 2005, 'On-Demand Media Give Women Flexibility And Control; Savvy Marketers Adapt By Using Multiple Touchpoints', Marketing to Women, vol. 18, no. 10, pp. 5-7.

Exploring how to win the attention of busy multi-tasking women in a positive and memorable way, this article suggests that while women are open to marketing, they can be quickly turned off by it if their needs are not being met. Marketers have also established that when people fast forward through ads in a recording, they are in fact paying more attention to commercials, than someone who sits through it. This article spurred the concept of bombarding information mish mashing through a 'typical' day vying for a woman's attention, with the use of daily sounds of life that create stress as part of a 'movie reel', and is one way #EI's video may effectively gain the audience's attention.

6.  Social touch and human development
Cascio, CJ, Moore, D, & Mcglone, F 2019, 'Social Touch and Human Development', Developmental Cognitive Neuroscience, vol. 35, pp. 5-11.

Touch is a key component to how humans develop mentally and behaviourally. Its use is not only dynamic and intergrative, but the cornerstone of our emotional 'rewards' system. Positive touch invokes emotions of satisfaction, comfort and security, as well as defining how we bond socially, and is paramount to how people interact in relationships, learning and cultural connectivity. #EI's home-based office and understanding of those with special needs garners an empathetic, safe and inclusive environment for their clients to feel free from judgment. This is an imperative aspect of their core values, which they wish to emphasis gently within the video.

7. Parent and children in supermarkets: incidence and influence
Page, B, Sharp, A, Lockshin, L & Sorensen, H 2018, 'Parents and children in supermarkets: Incidence and influence', Journal of Retailing and Consumer Services, vol. 40, pp 31-39.

Research indicates that one-fifth of decisions for household purchases may be due to the influence of children. While this research report is based on grocery shopping, as children become more tech savvy than their parents, and school homework increasingly shifts online, parents are likely to consider their child's input during the decision making process in purchasing devices and peripherals.  Mums (including grandparents and aunties) want the best for their children, to help them get ahead in life, have the best opportunities possible... these days, that very much includes keeping up to date with the latest technology; but that's not to say, it has to be brand new.

In my previous research session I neglected to note my actual search words and how many results were available.

These are some really great observations. I love the personal touch you have added to it also. It really is a mind boggling contradiction as you have pointed out. 

Well done. 
- Josh

Personal reflections: 25 January 2019

I'm very conscious of coming across as angry. I don't think I am, but I have grown up around strong women, strong emotions and a fair amount of toxicity. I think a lot about family stories of how Alice was remembered by her sister as 'being the softest', but my mum only knew a strict grandmother, who'd start the metronome as a way of telling her granddaughters they had to practice the piano. My brother was 'such a sweet little boy', and yet he grew into an angry man, who had a sharp and sarcastic tongue.  I wonder if in 20 - 30 years time my children / grandchildren will think of me as too tough or unforgiving.  I hope not; and perhaps that's why.  I got through divorce and am still nice... wait and see what menopause does to me!

The really interesting aspect of my research, is I found exactly what I needed, to validate what I wanted to do. I'm either naturally in tune with effective marketing strategies for business, or finding research to justify your ideas isn't that difficult; makes you think about how some ideas make it to the light of day...