Encouraging Enrolment in Tertiary Creative Industries – A Plan
What do these four images have in common?
Ian Callum Design Consultant, Jaguar Cars
Previous: Car designer for Ford, TWR, Aston Martin. Director of Design for Jaguar Cars 1999-2019.
Ian Callum CBR FRSE graduated from the Glasgow School of Art with a degree in Industrial Design, and the Royal College of Art with a post-graduate masters degree in vehicle design.
James Dyson Inventor of the Dyson Vacuum
Sunday Times Rich List 2020: Britain’s richest person with an estimated net worth of £16.2 billion.
James Dyson OM CBE FRS FREng attended Byam Shaw School of Art and the Royal College of Art, studying furniture and interior design.
Nicki Minaj Rapper, Song writer, Actor, Model
In 2020 she became the first female rapper to amass a net worth of $100 million.
Charles, Prince of Wales
Charles Windsor, Prince of Wales is the heir apparent to the British throne. He is also the Duke of Cornwall and Rothesay.
Prince Charles graduated from Cambridge University with a Bachelor of Arts, the first heir apparent to earn a university degree.
The trades sector in NZ recently released a new advertising campaign titled ‘A Tricky Chat’. The campaign aimed to show the old-fashioned thinking some parents still hold on to when it comes to their kids’ education, looking to change the impression that trades are no more than a plan b option for those of us unable to become surgeons and lawyers.
Reports so far show it has also been quite successful. Good for them right?
But where are the large scale media campaigns for the Arts sector? Where is the government push to get more young creatives into tertiary education? Who is out there changing the minds of the next artistic superstars parents??
Short answer….. basically no one.
A career in the Arts sector can be categorised similarly to the trades sector in that many parents still see it as a fall back option, and not something that can or should be relied upon as the focus of career aspirations. In fact, it could be said that the Arts sector is now viewed as an even less attractive option than the trades… Enrolments in the Arts sector are trending downward across all NZ Universities, with Otago and Victoria recording a staggering 75% drop in their Art History courses.
My proposal is a collection of visual imagery showcasing celebrities who had a creative education. By using famous people we immediately give value to the message as people automatically associate fame with wealth and success. The posters will be designed with assistance from local design students.
CAPTURING THEIR ATTENTION IN UNDER 3 SECONDS:
Each ad is to be in poster style format with bright colours and bold, easy to read text. The persons image is the dominant focal point. This will be what initially captures the viewers attention.
Underneath the image we note what sector of the creative industries the person studied. This info is shown in large, bold lettering to ensure it is the next thing seen after the image. Below this has the persons name, job title or other relevant personal achievement.
THE CALL TO ACTION:
The bottom of the ad will list contact details for local institutions offering creative study options, as well as local career advisory services.
Targeting Our Young People:
Young people idolise the famous. They all have their favourite musicians, actors and social media influencers, and they want to be just like them. By using images of these celebrities we are able to grab their attention and have more chance of them paying attention to the rest of the image content. The people used must be current, easily recognisable and obviously must have studied within a creative industry.
Targeting the Parents:
Parental opinion influences student decision by up to 80%. Parents want to see their children succeed. To go on to make money and live happy lives. By showing well known (for positive reasons) successful people in the campaign, parents can more readily see the benefits of a creative education. It is important to showcase a wide range of careers to ensure parents can envision their own children in one or more of those roles.
THE IMAGES WILL BE DISPLAYED IN THE FOLLOWING WAYS:
• As static ads on targeted social media platforms (Facebook, Instagram, Twitter, YouTube).
• On bus stop shelters, inside buses and on the rear of buses.
• Billboards in the central city and around malls and local shopping areas.
• Magazines targeting young people (Cosmopolitan, Frankie, Performance Car, Fast 4s, Girlfriend, Teen Vogue, Rolling Stone, etc) and those most popular with the parental demographic (Woman’s Day, Woman’s Weekly, Hello, OK, National Geographic NZ, Mindfood, M2, M2 Woman, etc).
• As handouts and posters in schools. Displayed on noticeboards, in relevant communal areas and career counsellors offices.
• In the offices of local career advisory services and employment agencies.
“ASAP Ferg – GQ Music Portfolio Http://bit.ly/fergGQmusic | Facebook.” Facebook – Log In or Sign Up. Accessed June 28, 2020. https://www.facebook.com/asapfergofficial/posts/gq-music-portfolio-httpbitlyferggqmusic/1560752587306138/.
“Aston Martin Vanquish Gets Facelifted by Ian Callum.” Road & Track. Accessed June 28, 2020. https://www.roadandtrack.com/car-culture/a32460239/ian-callum-aston-martin-vanquish-facelift-design/.
“Car Designer Ian Callum.” Accessed June 28, 2020. https://www.coventrytelegraph.net/news/coventry-news/gallery/car-designer-ian-callum-9136813.
“Cosa Mangia La Famiglia Reale Quando Non Salta I Pasti?” Marie Claire. Accessed June 28, 2020. https://www.marieclaire.com/it/attualita/gossip/a25012429/cosa-mangia-la-famiglia-reale-carlo/.
“‘Declining Student Interest’ Threatens Victoria University of Wellington’s Arts Faculty .co.nz.” Stuff. Accessed June 28, 2020. https://www.stuff.co.nz/national/education/105915797/declining-student-interest-threatens-victoria-university-of-wellingtons-arts-faculty.
“EU Court Annuls Energy Labels for Vacuum Cleaners – META.” META. Accessed June 28, 2020. https://meta.eeb.org/2018/11/08/eu-court-annuls-energy-labels-for-vacuum-cleaners/.
“Florence Welch: Alessandro Michele, Grammys and Fashion Faux Pas – WWD.” WWD. Accessed June 28, 2020. https://wwd.com/eye/people/florence-welch-alessandro-michele-grammys-fashion-10349689/.
“Kanye West on Amazon Music.” Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & More. Accessed June 28, 2020. https://www.amazon.com/Kanye-West/e/B000APR990.
“Nicki Minaj Expresses Outrage Over George Floyd’s Death.” Rap-Up. Accessed June 28, 2020. https://www.rap-up.com/2020/06/01/nicki-minaj-george-floyd-death/.
“Nicki Minaj | Biography, Albums, Songs, & Facts | Britannica.” Encyclopedia Britannica. Accessed June 28, 2020. https://www.britannica.com/biography/Nicki-Minaj.
“Oh the Humanities! On the State of Arts Study at New Zealand Universities | The Spinoff.” The Spinoff. Accessed June 28, 2020. https://thespinoff.co.nz/society/01-09-2018/oh-the-humanities-on-the-state-of-arts-study-at-new-zealand-universities/.
“Prince Charles | Prince Charles and Camilla, Prince Charles, British Monarchy History.” Pinterest. Accessed June 28, 2020. https://www.pinterest.co.uk/pin/139963500897511617/.
“University of Otago Scrapping Art History Department Proposed.” Otago Daily Times Online News. Accessed June 28, 2020. https://www.odt.co.nz/news/dunedin/campus/university-of-otago/scrapping-art-history-department-proposed/.
“YouTube.” YouTube. n.d. https://www.youtube.com/watch?v=4JipHEz53sU.