DESIGN BRIEF
A communication campaign that advertises existing support initiatives and assisting young design graduates in their transition into the workplace
CORE DESIGN BRIEF
BACKGROUNG PROBLEM
Despite the training and skillset obtained throughout their studies at university, university design graduates entering into the Design Industry have been severely impacted by the lockdown.
A Visual Communication Design student from Cape Peninsula University of Technology conducted research that revealed the following:
- 31% of graduates under the age of 24 were unemployed in the first quarter of 2019, contributing weight to this problem.
- In the Statistics South Africa’s Q4 2020 Quarterly Labour Force Survey (in-text ref) anticipated a slight decrease in graduate and intern numbers this year, followed by a little increase.
- A number of Design graduates are unaware or do not have enough information regarding the support initiatives and the programmes offered.
CAMPAIGN AIM
To promote awareness of the various initiatives that exist in South Africa to assist young design creatives as they prepare for entry into the workplace.
CAMPAIGN OBJECTIVES
Raise awareness of the initiatives and form partnerships between the initiatives and design education courses
Assist students to have better time management in terms of submissions to these support initiatives
Assist exit-level Design students across all S.A universities in transitioning into the industry
Enable design graduates to develop relevant soft and hard skills in readiness for entry into the workplace
Motivate students to apply to these support initiatives in order to gain more experience
Create a partnership between the support initiatives and the universities
CAMPAIGN OBJECTIVES
DEMOGRAPHICS
Final-year Design students, ranging from ages between 18-24, who have limited resources such as Wi-Fi, living in the suburbs and townships, and who may not have enough insight of the initiatives that aid young design creatives.
PSYCHOGRAPHICS
The target audience are well exposed & affected by this issue as they are finding it hard to look for employment due to the lack of resources, not enough knowledge of an initiative that empower/aid young, fresh creatives, etc.
PROROSED STRATEGY
MEDIA PLATFORMS
A combination of social media platforms (Facebook, Instagram, Twitter) and public space, which will be the universities that offer the Design curriculum, will be used for the communication campaign.
The communication campaign will be run on all Universities that offer the Design curriculum, during the 4th Semester since it is an ideal period which final-year students go out-and-about searching for jobs, internships, and programmes that empower young, fresh creatives.
The campaign's limitations will be determined by the nationwide state of COVID-19, whether the lockdown levels will be increased or lowered, and the COVID-19 rules.
