Today is the presentation of our class's project 3, which is a creative brief. A creative brief is basically a proposal of a project, in this case we were to do a mock-up proposal of a project of something that either needed change, or something that would be a call to action, in the city of San Francisco.
I chose to do a creative brief on smartphone theft prevention and safety, mainly due to the frequent postings in the news about how progressively violent these thefts are becoming and that San Francisco has the highest rate of smartphone theft in the country. In the past 6 months, over 400 thefts were reported with a majority of the victims being young women. Women tend to be targets of thieves due to the fact that, they tend to be more likely to be distracted by their phones or more likely to have it in plain view. Women are also physically weaker than men and tend to be less able to fight back. Appearances have a lot to do with too, the more well off a person looks, the more likely they are to become a target. This has mainly to do with thieves acknowledging that those individuals are more likely to be able to afford a new phone.
In my creative brief, I decided to make a call to action or make the public more aware by creating advertisements that would not only be posted on muni, but would also be broadcasted on the local news channel. Each of these would be targeted towards women, but not be exclusively for women. These advertisements would give its audience information by directing them towards a website that has helpful tips and information that would give individuals the information they need to protect themselves.
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