CREATIVE B R I E F

Date

13 May 2016

STUDENT NAMES

1. Chelsea Weber

CLIENT/BACKGROUND

-The client is the Queensland Homicide Victims

Support Group, a group that provides support to
people who have lost a loved one to homicide.

PRODUCT/SERVICE

-One Punch Can Kill (OPCK) campaign: a campaign

that aims to reduce violent behaviour, especially single
or King hits to the head.

POSITIONING

-Not applicable

USP UNIQUE SELLING

POSITION

-Not applicable

COMPETITION

-Not applicable

MARKETING OBJECTIVE

-The marketing objective is to produce a shift in

thinking by aggressors. In doing so, the company
needs to educate and create awareness of the effects
of violence, specifically one-punch hits, in order to
prevent it from happening.

THE STRATEGY

-The strategy would be to put the focus of the

campaign on the imprisoned offender and on the
effects their actions have on their loved ones. This
includes persuasion by use of negative images and
statistics that evoke a desire for the viewer to stop
violence.

THE MARKET

-The ad is directed towards male Australians.

Specifically, the primary audience is the aggressors.
The secondary audience is the people that surround
them, both in terms of bystanders and in terms of
loved ones.

WHAT DO THEY THINK

-The hitter believes that one punch wont really hurt

NOW?

another person that much.

-This shown by the prevalence of one-punch hits in
the past decade. According to News Lmtd., 175
sucker punch attacks occurred around Australia
between 2005 and 2012.

WHAT DO WE WANT THEM

TO THINK? DESIRED
RESPONSE

-One-punch has the opportunity to not only kill

someone but also send the hitter to prison and keep
all their loved ones waiting.
-12% of one-punch attacks between 2005 and 2012
resulted in death.

INSIGHT

-We can connect to the target audience emotionally by

relating the OPCK message to the people they love.

SMP SINGLE MINDED

PROPOSITION

-One punch affects everyone

REASONS WHY

-One-punch hits not only have the possibility of killing

someone but also can leave a lasting effect on family
members, friends, and other loved ones.
-According to the Australian Government, a 20-year
maximum sentence applies for anyone who unlawfully
assaults another who dies as a direct or indirect result
of the assault. If the offender was intoxicated by
alcohol or drugs, a minimum of eight years and a
maximum of 25 years applies.
-The longer the sentence of the offender, the more the
people they are close to will be affected.

OTHER

-Use of the communication related image and copy for

the postcard will give an extra tie into the loss of
effortless face to face communication that comes with
prison.