Grey Tech Big Idea - Environmental Sustainable and Girls Education through Technology - Example

Grey Tech Name Institution Name Date 1) Summary of WPP&THEIRWORLD and Expectations Girls across the world are facing numerous challenges when learning and the use of technology is one of the solutions that can be used to eradicate the problem. Technology in the form of digital, social and mobile will assist girls to acquire the required educational requirements. Theirworld is a charitable organization that aims to transform the education system through the use of technology and have decided to integrate numerous stakeholders into a single platform. WPP&Theirworld has created a challenge in which it requests creation of a brand that connects organizations, initiatives and campaigns worldwide with the aim of the use of technology to assist vulnerable girls. The campaign aims to change the perceptions amongst companies, institutions and governments. The advertising campaign creates a brand that brings together different entities into one umbrella that incorporates partners. Some of important information in the advertising campaign includes the name, identity, online presence, and launch. 2a) Creative Strategy – “The Big Idea” a) Definition of Big Idea A big idea is a way that enables seeing better and working smarter and not based on a normal understanding of another piece or vague notion (Singh, Devi, & Gupta, 1999). It is similar to a lens that is used for looking rather than looking as if it is another object seen. It is a new strategy towards accomplishment of a given obligation (Warrington & Kiragu, 2012). The big idea also usually attracts audiences because they have never witnessed or partially witnessed the big idea. Moreover, a big idea will attract the audiences easily since the audiences aim to understand the origin of the idea and expectations of the idea. b) Grey Tech Big Idea – Environmentally Sustainable The big idea for Grey Tech campaign is to educate girls through technology, but the creative strategy or the big idea is that the campaign is unique because it is environmentally sustainable (Akbaria, Khayerb & Abedi, 2014). Environmentally sustainable component is still new but numerous organizations across the world appreciates it contribution to humanity. c) Environmental Sustainable and Girls’ Education through Technology Environmental sustainability factors into consideration making decisions and employing actions that have interests of protecting the natural environment, with the purpose of preserving the environment with the purpose of sustaining humanity (Warrington & Kiragu, 2012). It does not mean the reduction of wastes, but it means introducing measures that improves operational processes (Singh, Devi, & Gupta, 1999). Environmental sustainability is directly related to the girls acquiring education through modern means that does not use traditional materials such as papers and books. Moreover, the girls can enjoy a good environment, which is conducive for learning purposes (Eldred et al., 2014). For example, a cool climate and clear air ensures the girls learn well and appreciate the environment. d) The Impact of not Using Papers and Books while Educating Girls In the current world, people are conscious of climate changes and the importance of protecting and preserving the environment (Singh, Devi, & Gupta, 1999). The raw materials of papers and books are trees which are harvested from the forests. The entire process of converting trees to books affects immensely the environment (Akbaria, Khayerb & Abedi, 2014). For example, the process of cutting trees causes air pollution, transporting the logs to factors affects the landscape and processing the logs into books causes additional problems. Chemicals are used to produce books and these chemicals also affect the environment (Singh, Devi, & Gupta, 1999). The use of technology will prevent the use of books, allowing reduction of pollution; hence, environmental sustainability is achieved. e) Technology in Education: Benefits to the Girl and Environment The use of technology in education assists both the environment and the girls. The environment will be preserved and become sustainable and the girls can study from anywhere provide presence of technology is available (Singh, Devi, & Gupta, 1999). The technology may include mobiles, laptops, electricity and other infrastructural requirements. In addition, the girls can study from a distance because it is not a must they attend school (Warrington & Kiragu, 2012). For example, technologies such as cloud computing enables the use of minimal resources while outsourcing most of the processes. Through such technologies, girls will continue learning and receiving education without challenges that they currently experience (Singh, Devi, & Gupta, 1999). The rates of drop out will also decrease or managed. It is attributed to the fact that the girl child can get education without even going to a normal classroom. For example, if a girl child lacks sanitary pads and is unable to attend a physical classroom, she will be able to study from her location. Therefore, it addresses challenges that may arise due to the challenges that girls undergo. 2b) Brand image: The Big Idea and Slogan a) Definition of Brand Image Brand image is the view of customers towards a given brand (Singh, Devi, & Gupta, 1999). It is a set of beliefs that consumers hold based on a specific brand (O'Keeffe & Clarke-Pearson, 2011). It defines what the brand stands for and is premised on consumers’ perception towards a product or service. The brand image is not based on mental image alone, but also emotional value. It also defines the vision and mission of an organization and some of the unique elements include the slogan, logo and brand identifier. Hence, it is the perspective of consumers towards a given product or service. b) Environmentally Sustainable Brand Image Different organizations employ different approaches in showcasing their brand image. Grey Tech employs its environmentally sustainable feature in creating a brand imagine (Singh, Devi, & Gupta, 1999). Consumers and other stakeholders will associate Grey Tech with preservation and sustainability of the environment. In addition, the logo and slogan would also influence the image from the perspective of stakeholders (Warrington & Kiragu, 2012). The brand image should be permanent and should create a lasting impression and since the world is turning to environmental friendly practices, the Grey Tech brand image will be long lasting (Singh, Devi, & Gupta, 1999). c) Client’s Best Idea: Reasons Global warming and environmental degradation has been frowned upon (Singh, Devi, & Gupta, 1999). Business organizations introduce measures that preserve the environmental and receive positive feedbacks from the customers. Therefore, Grey Tech will receive positive feedback from companies, government, and charity organizations (Akbaria, Khayerb & Abedi, 2014). It is attributed to the fact that the organization aims to improve the education for girls and also aims to preserve the environment. Any organization that is associated with environmental sustainability will be ready to support such campaign. Environmentally sustainable is an emotive subject and customers usual makes decisions based on emotions. d) Definition of Slogan A slogan is a phrase or motto that is memorable that is used on religious, commercial, political and other context. The message or phrase is short and very repetitive. e) Grey Tech Slogan: Girls Education: A lifeline to Development The purpose of a slogan is to reveal the purpose of an organization and not premised on revenue generation alone or other similar features (Singh, Devi, & Gupta, 1999). The slogan “Girls education: A lifeline to development” states that educating girls is important because it defines the future of development. When girls receive education, the girls will use the knowledge in sustaining their different societies and communities. f) Girls Education: A Life to Development Best Slogan Idea Providing education for the girls is the aim of the client and inclusion of other stakeholders is more important (Singh, Devi, & Gupta, 1999). Women in many societies across the world are seen as the persons taking care of families and by extension the society. Educating the girls will improve their views and understanding on societal aspects and better positioned to utilize the knowledge to improve their respective societies (Akbaria, Khayerb & Abedi, 2014). Charity organizations are after assisting the persons disadvantaged and vulnerable in the society, and through providing education to the girls, more people are assisted (Singh, Devi, & Gupta, 1999). g) Grey Tech: Color and Design Grey Tech logo is a combination of numerous things (Singh, Devi, & Gupta, 1999). The grey is a mixture of pick color and green color; the pink stands for girls because girls like color pink while the green stands for the environment (Singh, Devi, & Gupta, 1999). The tech part standards for technology and at the same time stand for environmentally sustainable. Logo content should have direct associated with what the organization should be remembered. The acronym clearly indicates that it is a name that aims to assist girls to learn while also ensuring the environment is preserved. h) The logo: Bulb and Plant In the logo, there is a bulb and a green tree in the middle (Singh, Devi, & Gupta, 1999). The bulb is used to illustrate the importance of giving girls education since it will light the future based on the development capability. The light is between the Grey and Tech forming a link that brings together the important components towards fulfilling educational requirements. The green tree in the bulb illustrates that it aims to protect the environment and it is an important component that lights the future of the girls and developments based on the slogan. 3) Online Presence: Website and Web 2.0 Online presence is important because the entire idea in the first place is the use of technology to provide education for the girl child. For the purpose of Grey Tech, website will be developed and also presences will be on Web 2.0 that include social media platforms. a) Website For the purpose of global online, a website will be developed (Akbaria, Khayerb & Abedi, 2014). The purpose of the website is to create presence where interested persons and organizations can access information (Warrington & Kiragu, 2012). The website will have content that summaries the obligations of Grey Tech, the role its plays, the vision and mission requirements, the slogan and the logo. Online presence is important because through a search engine, a person can easily access the information. The website will be used as means of awareness building and it will also be used to engage stakeholders. Many people are turning to online platforms and the use of website will ensure exposure is achieved. The website will have links that will redirect a person to the sponsors such as other charity organizations (Singh, Devi, & Gupta, 1999). It ensures the presences of sponsors both on the website and a person seeking to know more will be redirected to the parent charity organization. b) Web 2.0: Instagram, Twitter Account, YouTube Web 2.0 incorporates numerous social media that includes Instagram, Facebook, Twitter and YouTube. Social media has many followers and it will provide mechanisms in which stakeholders can exchange views and share information (Akbaria, Khayerb & Abedi, 2014). The importance of social media is the capability of generation of information, sharing of information, receiving faster feedbacks, the message can be viral and it is cheaper in terms of cost. Moreover, people seeking for information can receive instant feedback since it is cheaper to manage (Warrington & Kiragu, 2012). Moreover, it is easier to determine the number of audiences who have accessed the page. Most of the social media and technological analytics keep records to determine the number of customers who have accessed certain pages. The analytics will be used both on the website and Web 2.0. In addition, the analytics will group the customers based on location and other important factors that are important for consumers. 4) Message Appeal Message appeal is the strategy used to get a message to the customers or audiences. Rational appeal will be used and the type is news appeals (Akbaria, Khayerb & Abedi, 2014). This approach is important because of the numerous benefits that are associated with the processes. a) Rational Message Appeal The message appeal is ration where the benefit is highlight to engage the targeted audience (Rao & Sweetman, 2014). The rational strategy is important because it is effective because it targets more than one demographic at the same time (Singh, Devi, & Gupta, 1999). In addition, a generalized marketing campaign is created when rational appeal is employed. It also appeals different consumers who are after benefits rather than emotional aspect of the product. Rational appeal is important because it is the content that attracts the consumers and not the quality or similar factors that are manipulated through emotional platforms. b) Rational Message Appeal: News Appeals The rational message used is news appeals. News appeals are announcements that dominate a certain media environment (Singh, Devi, & Gupta, 1999). For the purpose of this study, information obtained online is used to persuade audiences to understand the impact of educating girls on the society. It also shows the consequences of gender inequality where boys have advantage in learning process when compared to girls. News appeal provides the customer with facts and announcements that assists the customer to make informed decisions. Statistics: Girl’s Education vs. Boys Education Debate exist that the boy child has numerous advantages when it comes to education when compared to girl. The factors ranging from early enrolment to additional benefits or advantages the boy child receives at school (Warrington & Kiragu, 2012). Some of the advantages are natural such as boys do not menstrual cycles but girls have to gender inequality. For example, the retention grade level differs a lot between girls and boys. In all grades, 61% are boys while 39% are girls. In the elementary school, the retention rate is 59% are boys while 41% are girls. In middle school, the retention rate for boys is 64% while for girls is 36%. In high school, the retention rate for boys is 61% while for girls is 39% (US Department of Education, 2012). In Sub Sahara Africa, equal number of boys and girls enroll but in primary school 8% of the girls drop from the school while the boys proceed. By secondary school, 16% of the girls would have dropped out and by tertiary education 39% of girls would have dropped out (Women Deliver, 2015). The girls drop out because of child marriage, school fees, sexual violence and lack of sanitary towels. From the statistics, it is evident that the retention rate for boys is higher when compared girls. Statistics: Girl’s Education and Impact to the Society Female population influences how the society behaves since they provide for these families. Even though it is normally stated that male are the head of the families, but female brings a strong bond. Female brings emotional and sympathy into the society and also bring the next generation. Female education shows the will continue improving both personal and societal life. For example, the fertility rate of educated girls is different to uneducated girls. For example in Egypt, girls without education were married at the age of 18 and gave birth by the age of 20 while the educated women were married at the age of 23 and gave birth at age 25 (Roudi-Fahimi & Moghadam, 2003). According to UN Women (2015), for every additional education for women who are reproductive, it reports in 9.5% decrease in child mortality. UN Women statistics show that women are poorly paid, working in environments that are not conducive, and they work in agricultural based industries (UN Women 2015). From the statistics, it is evident that education is important in managing morality and early pregnancies. In addition, education assists females to get better job opportunities and lack of education forces female to concentrate in manual jobs. Statistics: Technology Improves Education and Environment According to Securedge Networks (2015), eight studies were carried out. At Auburn, kindergartener students performed better on literacy when they used iPads. In University of California medical school, the students scored 23% higher compared to those without the technology. The Pearson Foundation’s survey showed that use of tables improves efficiency of learning and improved performance. These are example of statistics that indicates technology assists students to learn better. Moreover, these are just the basis of education but there are additional benefits that are not statistical in nature. For example, technology assists those students with different forms of disability. Hence, technology should be viewed from a larger perspective. 5) Message Structure a) Verbal of Visual Verbal of visual approach will be employed to transfer the message (Akbaria, Khayerb & Abedi, 2014). Verbal in terms of text and visual in terms of images will engage the target audiences. Images of people who are important in the society with supportive messages will be used to transfer the message. b) Claims Analysis Messages will not be refuting but affirming that women or girls should have access to education and provide appropriate resources to accomplish their learning requirements (Warrington & Kiragu, 2012). It is well known that girls passes through different types of difficulties especially in the developing countries and the affirmative action may influence decisions arrived. c) Impact of Structure on Consumers Verbal of visual engages the eyes of the audiences and creates an image in the brain of the audience. They say “a picture is worth a thousand words” and the use of verbal of visual will translate more information when compared to use of audio and similar messaging structures. 6) Source Characteristics Celebrity approach will be used to engage the customers a) Celebrity: Malala Yousafzai Malala Yousafzai, a celebrity, will be used (Akbaria, Khayerb & Abedi, 2014). Malala is Nobel Prize laureate and a female education activist. Malala is known for her human rights activism on women education in Pakistan where girls are banned from attending school. At a tender age, she wrote to BBC complaining on the difficulties girls face in her home village. She became an important person especially after she was shot three times because of her activism. She illustrates the challenges that girls undergo to access education and how the society condemns them when they present their divergent views. b) Consideration: Endorsement This endorsement will be celebrity match because Malala advocates for education for the girls while the current project is on the same topic. It ensures the celebrity impacts immensely to the way the project will be viewed. It will attract more consumers and contributes to the success of the project. c) Characteristics and Impact on Processing of the Advert Celebrity meaning transfer model that transfer from culture to endorsement to consumption. Malala champion girl’s education and has won numerous accolades has respect across the world. She becomes an important celebrity because what she advocates is important for the current charity requirements. This fulfills the requirements of the first stage, and when she accepts, she endorses the product. Endorsement alone improves the awareness of the product and consumers feel to be associated with the product. It results in more consumption of the product, which is the objective of the entire process. 7) Channel Factors Difference in Information Processing will be used whereby the message will be self paced print media since it will make it easier for a recipient to process the message (Akbaria, Khayerb & Abedi, 2014). Moreover, the receipt will not be distracted by other advertisements since it is strategically placed. Print media will be the specific channel that an advertisement will be placed. The consumers are able to process the information and depending on the nature of the advertisement, the media is more of passive audience. 8) Advertising Execution a) Personality Symbols: Malala Yousafzai Personality symbols will be used in the form of Malala Yousafzai (Akbaria, Khayerb & Abedi, 2014). As stated earlier, Malala is an important figure in the education fraternity especially in advancing girls education. b) Influence on Customer Malala has a long history on challenges that girls face when seeking for education (Singh, Devi, & Gupta, 1999). In her home village, it is controlled by Taliban; a group that does not belief girls should be educated. It is premised on societal and to some extent religious beliefs that has been overtaken by time. Malala decided to write and send a later than brought her to the limelight and seen as an advocate for the girl child to access education (Warrington & Kiragu, 2012). Through a brief analysis of her background, it is easier for a consumer to be engaged and understand the importance of education. The consumer will picture the experience of Malala and internalize the information resulting in decisions that will assist the girl child to pursue her education requirements. 9) Launch: Launching a product is very demanding because the approach and structure undertaken determines whether the project is successful. It also determines whether it will attract the audiences. In the launch of Grey Tech, Malala will the special attraction since she is known, she will attract the audiences. Most likely, the audiences will welcome her with applause and cheering. This aspect is important because how launch will attract the attention of most of the people during the launch. Malala is an important person and her presence on how side has numerous advantages. It forms the basis of communication and attention, which will go a long way in engaging with the audiences and the audiences feeling obliged to assist Grey Tech through provision of resources. According to the plans, Malala will be given two minutes to address the audiences. She will give a brief background about herself and also a summary of importance of girl education. She will then introduce Grey Tech and engage the customers on the benefits the institution will bring to the success of girl child education. She will also talk about the uniqueness of the approach because it is environmentally sustainable. She will then like environmentally sustainable with decrease in deforestation and environmental pollution. She will sell the idea to the public and all the stakeholders who are available. She will then introduce two of the Grey Tech members who will come with plants, which are different and aimed at different environmental growth. For example, the plants will include trees, variety of flowers and even plants that can be grown in swampy areas. Malala will say the sale of the plants is aimed at raising funds to be used for girl education. The plants will be sold in wholesale prices and some consumers may book for the plants and it will be delivered at a later date. The launch is completed through an engagement between the group team leader on the importance of girl child education and the significance of Grey Tech logo and its slogan. Informing the stakeholders will create a lasting image and will be the brand image. Ensuring the audiences understand the brand image will drive both sales and contribution from charities to support the idea. In addition, other institutions such as technological companies and government will feel obliged to contribute towards achievement of vision and goals of the Grey Tech. References Akbaria, R., Khayerb, M., & Abedi, J. (2014). Studying effect of educating state metacognition on learning mathematics. Reef Resources Assessment and Management Technical Paper, 40(2), 220-229. Eldred, J., Robinson-Pant, A., Nabi, R., Chopra, P., Nussey, C., & Bown, L. (2014). Women's right to learning and literacy: Women learning literacy and empowerment. Compare: A Journal of Comparative and International Education, 44(4), 655-675. O'Keeffe, G. S., & Clarke-Pearson, K. (2011). The impact of social media on children, adolescents, and families. Pediatrics, 127(4), 800-804. Rao, N., & Sweetman, C. (2014). Introduction to gender and education. Gender & Development, 22(1), 1-12. Roudi-Fahimi, F., & Moghadam, V. (2003). Empowering women, developing society: Female education ion the Middle East and North Africa. Retrieved from http://www.prb.org/Publications/Reports/2003/EmpoweringWomenDevelopingSocietyFemaleEducationintheMiddleEastandNorthAfrica.aspx Securedge Networks. (2015). 8 studies show Ipads in the classroom improve education. Retrieved from http://www.securedgenetworks.com/strategy-blog/8-Studies-Show-iPads-in-the-Classroom-Improve-Education Singh, M. M., Devi, R., & Gupta, S. S. (1999). Awareness and health seeking behaviour of rural adolescent school girls on menstrual and reproductive health problems. Indian Journal of Medical Sciences, 53(10), 439. UN Women. (2015). Facts and figures: Economic empowerment – Benefits of economic empowernment. Retrieved from http://www.unwomen.org/en/what-we-do/economic-empowerment/facts-and-figures US Department of Education. (June, 2012). Gender equity in education. Retrieved from http://www2.ed.gov/about/offices/list/ocr/docs/gender-equity-in-education.pdf Warrington, M., & Kiragu, S. (2012). “It makes more sense to educate a boy”: Girls ‘against the odds’ in Kajiado, Kenya. International Journal of Educational Development, 32(2), 301-309. Women Deliver. (2015). Girl’s education. Retrieved from http://www.womendeliver.org/knowledge-center/facts-figures/girls-education/ Read More