Proposed Solution

Solutions

The problem I originally chose was ‘How to advice new parents and children on paediatric first aid care?’

Although I still stand by this problem/question one hundred percent, the general route I wanted to go down was to focus on one niche thing. However, after further research, I have adapted my idea to suit the current situations of the world. I was trying to introduce the issue of not enough people knowing about first aid. The only time someone will get taught about medical care, as if they are in a medical job, need first aid as part of their job role, or are self-taught in it. Although it sounds like a wide, focused issue. I am trying to help a small amount of students tackle a wider problem if they see one school which has introduced first aid training then maybe other schools will start to think about it. Therefore, starting in a small area will identify the dangers and hopefully, make it into a larger platform.

When I conducted my research analysis I found competitors and companies who were inspirational to my idea and to the potential solution. I realised a big competitor was videos, as YouTube is a big International advertising station, there were over one hundred and seven, thousand videos that came up when I searched first aid. Now I understand that sometimes YouTube runs off tags and some of the videos would not have been anything to do with first aid, however, regardless of this number it is still very large. Moreover, to a parent, family member etc. whoever is looking to research into this problem, they would feel rather overwhelmed.

Another big competitor was the app store, there are hundreds of apps produced on first aid, healthy life etc. I could not think of a single thing that would help induce the learning of first aid, especially one that is not already out there. With an app’s unique selling points, I feel with the right categorisation, there are plenty of good first-steps in getting the app to go in the right direction and getting the app out there into the world of social/industry trends. “Design and writing of computer programmes… UK market is worth £35billion and has an annual growth rate of 15 percent. Leisure software sector is worth about £1billion.” (Howkins, 2001, 111) This problem could also be the most practical as an app, with the annual growth rate increasing every year, more people are downloading apps to manage their everyday life. However, I just do not feel there is much point in creating something that will not make much of an impact in the first aid world.

Although I wrote down LIVES and St John Ambulance as competitors, I actually learned a lot from them. This charity is led by a group of medical professionals who volunteer to go to medical emergencies and offer training on several types of first aid. LIVES also has more than seventy volunteer doctors, nurses and paramedics who respond to complex or traumatic 999 medical emergencies across Lincolnshire. paediatric first aid and emergency paediatric first aid courses. The training courses are called ‘QA LEVEL 3 AWARD’, the only thing I thought was a bit concerning, is the courses are typically only run for one to two days and the qualification will last for two to three years, depending on which one it is. Is this really enough time to study and be able to confidently perform first aid, especially on children? This got me thinking that maybe I should do something that involves quick computer generated responses. It would help in emergency situations and it would stop people from panicking, all they would need to do is access some kind of system that allows help straight away.

As I was unable to attend the Workshop which had the group ideation discussion, so in the next workshop and with the help of my tutor, we brainstormed some ideas that could be beneficial to the problem. The one that stuck out the most was an app for Alexa (Amazon Echo). This means, when you are in need of help or in an emergency, you can call out for Alexa and get her to read you instructions on what to do for certain first aid treatments. However, I thought it would be a good idea to research into this further, and unfortunately, the Red Cross has already thought of this idea. Coming up to a year ago, (April 2017) the British Red Cross launched a new educational tool that coincides with Amazons Alexa. This tool is in the form of an app and it allows Alexa to access lots of information which she speaks out loud, this is so people can use first aid in home of an emergency. (Click here to access the article)

There are several other short solutions that I think might be able to work, these are;

• An advertising campaign
• A series of workshops in local schools
• Series of web videos – tutorials, discussions etc.
• A campaign to get the law changed

In the end, I decided to pursue just the one concept result for this project, I have decided to pick a campaign to get the law changed. In the next post, I will dive further into the discussion and explain my rationing for this idea.

_________________________

Research for Ad’s

I have found a couple books and a website that told me statistics and facts about the advertising world, it is also a good use of academic research that will help me in future projects.

YouTube and Google are one of the most used engines in the world, without “amateur- monkeys” we would not be able to advertise the things made by niche businesses. We see thousands of advertising messages a day. The capacity to retain and process more information when seen is one-hundred more times more receptacle than reading. Enduringly, we need wacky videos and clever method ways to advertise otherwise people in this era will not remember or want to buy the things you are advertising. “Year over year, mobile YouTube sessions increased 50% – half of views come from mobile devices – 60% increase in watch time year over year – fastest growth seen in 2 years” (Donchev, 2017). More and more people are using their phones for everything, everything is in an app. The internet is still a huge part of our lives

“…YouTube, is a portal of amateur videos… the world’s fastest-growing site, attracting sixty- five thousand new videos daily… boasting sixty million clips being watched each day; that adds up to over twenty- five million new videos a year… In 2006, this overnight sensation was brought by google for over a billion and a half dollars.” (Keen, 2007, 5) Keen’s lively and subjective view on YouTube’s ‘amateur’ population is very interesting. Today, ‘1,300,000,000 people in total use YouTube, that is 30 million visitors per day’. (Donchev, 2017).

There are two ways to measure advertising in financial terms. The industry itself prefers to combine the relatively small amounts that advertisers pay to agencies to create campaigns with much larger amount the advertisers spend to buy media time and space on TV, newspapers, etc.” (Howkins, 2001, 89) Companies and organisations (small or large) are getting more diverse and unique opportunities to feature on the everyday things we see. As said before, we see five thousand advertising messages a day, this is because more adverts are appearing on more digital devices. This is how I plan to reach my audience; one specific platform is YouTube. “In an average month, eight out of ten eighteen to forty-nine-year-olds watch YouTube” (Donchev, 2017), this harmonises my audience profile and is cause for my reason to advertise on YouTube. The male-to-female ratio is very contrasting, with 62% of male users and 38% female users, the consumer age percentage is as follows; 18-24=11% – 25-34=23% – 35-44=26% – 45-54=16% – 50-64=8% (Donchev, 2017) This is very abundant, and is quite feasible to consummate in regards to marketing.

It is said that “approx.20% of people start your video and leave after 10 seconds” (Donchev, 2017), this I why a good intro is always important. “Five-billion videos are watched on YouTube every single day” (Donchev, 2017), this is a good probability that means my advert might be seen.

“Kids can’t tell the difference between credible news by objective professional journalists” (Keen, 2007, 3). This statement undermines the young generation and their abilities. We rely on the new generations for new ideas and views on the things we want to expand on or make better. Most distributors will aim towards the younger generation because they are more open-minded and expandable. Keen quotes a theorist called T.H.Huxley, who gave the theory of “providing in nite monkeys with infinite typewriters and eventually they will create a masterpiece.” This theory was almost a joke on Huxley’s part, but Keen follows by saying the new culture “is blurring the lines between traditional audience and author, creator and consumer, expert and amateur”. (Keen, 2007, 2)

To gain funding for a project, I would make a strong ad campaign and I would attempt to gain money through crowdfunding, such as Kickstarter, GoFundMe, Indiegogo, Crowd funder etc.

~~~

[References]

Donchev, D. (2017) Mind Blowing YouTube Facts, Figures and Statistics – 2017. Fortunelords. Available from https://fortunelords.com/youtube-statistics/ [accessed 10 November 2017].

Howkins, J. (2001) The Creative Economy. London: Penguin Books.

Keen, A. (2007) The Cult of the Amateur: How blogs, MySpace, YouTube and the rest of today’s user-generated media are destroying our economy, our culture and our values. London: Nicholas Brealey Publishing

Example Persona’s

Workshop – Week Four
~~~

As a carry on from this weeks lecture, we were tasked with creating our own persona’s that are based on people from our researched problem.

Here is the PDF in which I wrote out the information for my two Persona’s.

>> Example Persona (1&2) <<

Using the same styles in each of the personas, and using the appropriate grid systems. I have produced a well spaced out document. Personally, I feel the use of colours are quite flattering and go well together. The only thing I would say is, I do not think it would go with the proposed idea. The colour scheme needs to be close to the medical colour (green), the only organisation that does this differently is the Red Cross foundation, their colour is red. In further exploration and examination, I might change the colours slightly when producing my branding and visualisation.

Here is persona one; – Elliot Robertson, a thirty three year old CEO. He is a single father who resides in central London and has two young children.

Persona One: 

Here is persona two; – Melody Green, a twenty nine year old personal assistant. She is married and resides in Cambridgeshire and has one daughter.

Persona Two:

The only thing I need to do with these personas is add a graph into the box in the bottom middle, I will do this when I submit it to the R&D file.

Lecture 

Week Four
~~~

During the lecture in week four, we learnt about grid systems and creating personas. Below are the screenshots of what we did and a simple following of my understanding.

If I was to create a persona, I would more than likely lay the page out like this, this would allow me to space texts and images out clearly and efficiently. I will use inDesign to create this document.

To achieve a spacious layout, I will need to go to the layout drop down bar and select Create Guides…

Following the drop down bar, it comes up with a box that allows you to set the setting in which you prefer and need. I will need seven rows and ten columns, I need to make sure I select the ‘Fit Guides to’ margins and NOT page. This measures everything up with the pink box and makes sure there is no bleed when exporting, it also makes it look neater.

If I add blacked out boxes I can see automatically how neat it looks. Not to mention, now that it is completed I can use this as a template in the future.

Below is the PDF of the above demonstration for an efficient grid system, as show in the lecture.

Grid Systems – Hope Thompson (Demo)