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Persuasion: Task 3 – Initial Ideas & Tutorial

After meeting Jennifer I started to come up with visual ideas for the project, I felt that I was able to sketch a few ideas down at this point as the meeting with Jennifer had made it clearer to me what it was about.

I decided to sketch different ideas for social media posts, including instagram stories/ post templates, Facebook post templates. These are important as she wants the brand to be consistent across ever form of social media so I felt that creating templates would allow the brand to do this. I also did some initial sketches for the video intro/outro which is the main deliverable in this project. At this initial stage I felt that using the logo of the brand is the best approach its simple and will show the viewers the brand at the start and end.  I also had other ideas like GIFs and filters which could enhance social media engagement with the brand which is ultimately what we are trying to achieve.

Initial Ideas
Initial Ideas 

We also had a tutorial with Jay today using the Microsoft software Teams, this was my first time using the software but I felt that it went really well. Using the video call aspects it felt that we were in the studio having a tutorial like we normally would. Myself, Ellie, Joe and Siwen were in the tutorial, this was helpful as we were able to bounce ideas around which is really helpful during this process. Jay was pleased with the progress I’d made so far and felt that for next week I should bring these concepts/ideas to life in a PDF document.

My plan for developing these ideas is to sketch out a few storyboards for the video intro/outro’s, which I will then develop using Adobe After Effects. I think doing some research into video intro and outros will be useful as it will show me what’s working out there already.  I will also create a ideation document on Illustrator so I can visually see how the social media post might look. I will also look at creating some gif ideas on photoshop which is something that I have done before during my A level photography course.


Persuasion: Task 3 – Research

Following for the meeting with Jennifer I thought that it would be useful for me to do  some research into FourMutts’s content they already had out their/social media and their inspiration/competitor. This would help me get a better understand of the client content while helping to me to develop some initial ideas.


On their website they have three main sections for the three different video content. Events, Story and Causes. I decided that I’d look at some of the videos to understand their video methods.

Screenshot 2020-03-29 at 17.16.29

One of the video was about an event which they have run called Doggie Paddle which took place in Brighton, like Paddle around the pier. It was founded in 2018 by Jennifer (who is our client). Watching this video really gave me an insight into they types of events that they like to do.From watching the videos that were already available on the website it showed me that they already have a video filming style including the use of subtitles on their work. This is good as it makes their work accessible to a range of people.

From watching the videos that were already available on the website it showed me that they already have a video filming style including the use of subtitles on their work. This is good as it makes their work accessible to a range of people.


Following on from the client meeting I thought that it would be useful to have a look at the inspiration that Jennifer spoke about. This would help me when developing some initial ideas ready for the tutorial.

The Dodo

The Dodo is a main competitor/inspiration of FourMuttsTV. They hold a big social media presence already across both Facebook and instagram. Set up in 2014, The Dodo is the biggest animal brand and most engaged animal content across all social media platforms. It posts videos about individual animals telling their stories making people, laugh and cry. Their aim is to get everybody aware of animals, turning each viewer into an animal lover.

Looking at their social media accounts you can physically see the  visual constancy across all the platforms, which I think allows there audiences to relate the content if they see it on twitter or Facebook. On Facebook they have 26m followers, instagram they have 8.3m followers and on Twitter they have nearly 2m followers.

After watching some of their content it’s clear that they have some key elements which help make all their content recognisable across the board. Firstly, they use subtitles throughout there videos, this helps viewers understand what the videos about but also gets people engaged as they read along to the video. Secondly, captions are used throughout posts, I think that is super important to remember as a viewer might read a caption before watching the video is some cases. Furthermore, the end of all their videos they have their logo which shows people their branding and shows where they can go to see more video content. Finally, they have a variety of video subjects some are cute, some are sensitive while some are humorous. They don’t post too much of the same stuff which I think (might not directly relate to design) but is an important aspect to note for the client.

The Dodo (2020) About – The Dodo. Available at: 18 March 2020)

FourMuttsTV (2020) Events. Available at: (Accessed: 18 March 2020)

FourMuttsTV (2020) Home. Available at: (Accessed: 18 March 2020)

Persuasion: Task 3 – Client Meeting

We meet with the client to get a further insight into the brief via Skype, due to recent advice from the government and university to work from home. I contact Jennifer to arrange a Skype meeting which she was happy to do and we arranged to do this at 1pm as it suited her. After telling the group about the time it appeared it was going to be just myself and Ellie meeting the client.

Prior to meeting the client me and Ellie had a Skype meeting where we talked about the questions we needed to ask Jennifer. These included:

  • Is an intro and outdo the main deliverables you want from us?
  • What is the tagline for the project?
  • Is there anything else you’d like to see from us? Maybe some more concepts for social media like Facebook or instagram templates.

When we were speaking we also felt that we should start by letting her know the changes to the project in terms of the deadline and delivery. After final reviews on Thursday 26th March we can refine the ideas then send the pdfs over to Jennifer in order to gain some feedback on the outcomes prior to submitting on Thursday 2nd April. We will recieved formative feedback from our tutors allowing us time to reflect and change the elements suggested before submitting to Jennifer on May the 1st.

The meeting with Jennifer gave me a clear idea of what she wanted and made me feel more positive about designing for a live client. We were able to get a better understanding about the brand the aesthetics and other  visual elements. These were a few of the key points which Jennifer made.

  • As a brand they only would like to work with ethical and sustainable brands.
  • They aim to cover and host dog friendly events, some of which have been pushed back due to Cover – 19. These were events such as working with the RNLI down Barry Island or producing live videos to help people learn to bake their own dog treats.
  • Campaigns to look at include Pets at Home; Poppy Appeal, RNLI saving dogs, these are types of storys I think they are trying to tell.  
  • Call to action words might include, like, subscribe, comment, live, watch, join and participate.
  • Social media is the main focus.
  • Their competitors and/or inspiration is the The Dodo.
  • Less is more was emphasised by Jennifer as she likes clean and clear design.
  • She said that there brand identity is made up from natural colours mainly mustard and navy, but there are some natural colours within the secondary colour palette two.
  • The brand should be visually consistent across the board and should work with all social media platforms.

After this meeting we spoke to the rest of the members in the group to tell them about this feedback that we had  received. We spoke to Siwen directly as we initial called the chat however, the others we had to message as they were unable to answer the call at the time.

Persuasion: Task 3 – 6 Frames for Thinking Workshop

Task 1

With teaching now being remote and online due to COVID – 19, we were set the task to try out the methods of the 6 frames of thinking. The six frames is a technique to help direct attention towards different aspects of thinking, looking at then individually rather than all at once.  Each frame respects a different aspect of information: Purpose, Accuracy, Bias, Interest, Relevance and Value. The first part of this task was to gather sources of information surrounding Covid – 19 and work through the six frames to analyse the findings.

I found this part of the task interesting as it was examining the world around us at the moment, what we are dealing with and looking at the amount of information out there. I looked at a variety of source (all of which are referenced below) from looking at all this information I felt that I was able to get a better understanding of the information and start thinking about the reliability factors.

This methodology of thinking about information used different shapes ‘frames’ to represent different things. The Triangle represents being clear what the information is saying to us.  The Circle was about the accuracy of the information, thinking about credibility. The Square represented looking at the point the view, considering bias and agendas.  The Heart  was concerned with the interest of the information, does it have an emotional effect of the viewer. The fifth frame, The Diamond, looks at the value of the information, considering judgment. The last frame, The Slab, looks at the overall out come, the summery of all these other frames. Below is the screen grabs of the word document with the work completed.

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Bowman, V. Linden – Kelly, J. Roberts, L. 2020. Coronavirus: 14 more UK deaths as Britons told not to travel abroad. The Telegraph. 17 March [Online]. Available at:  (Accessed: 17 March 2020)
Devlin, H., (2020). Can A Face Mask Stop Coronavirus? Covid-19 Facts Checked. The Guardian. 2 March [online] Available at: (Accessed 17 March 2020).
Gallagher, J. (2020) Coronavirus: UK changes course amid death toll fears. BBC News. 17 March. [Online] Available at: (Accessed: 17 March 2020) (2020.) Coronavirus (COVID-19): UK Government Response – GOV.UK. [online] Available at: (Accessed 17 March 2020).
Mullin, G., (2019). Outbreak Of Flu-Like Disease ‘Could Kill 80Million People In Under 2 Days’. The Sun. 18 September. [online]. Available at: 17 March 2020).
NHS. (2020) Coronavirus (COVID – 19). Available at: (Accessed: 17 March 2020)

Task 2

For the second part of this task we were asked to use this method to look at information linked to our client brief. For this I decided to look at annual reports by dog shelters as these would give me some indication of how they raise engagement to get dogs adopted. I found that this was very useful again in helping me to process the information that was written within these reports. This information exercise has helped me to develop some thoughts and initial ideas for the project. Below are screen grabs of the work done on Microsoft Word.

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Battersea. (2018) Here for every dog and cat. Impact Report 2018. [Online] Available at: (Accessed: 17 March 2020)
Dogs Trust. (2018). Love Dogs, Love Dogs Trust, Annual Report & Accounts 2018. [Online]. Available at: (Accessed: 17 March 2020)
Hope Rescue. (2019) Annual Report. [Online]. Available at: (Accessed: 17 March 2020)
The Kennel Club. (2019) Annual Report 2018/2019. [Online]. Available at: (Accessed: 17 March 2020)

Persuasion – Copyright/Image Seminar

Martha Ashford came to deliver a talk regarding copyright of imagery. During in first year we had a similar talk from Martha however, this was more focused on imagery in particular. She went through copyright laws regarding the use of imagery and other media. After the talk I felt that it didn’t lead itself to my current project due to the nature of the brief, but will come in very useful when putting together my dissertation proposal.

Below are a few of the key points which Martha made during the talk:

  • Copyright is there to protect the owners/creators of imagery.
  • you aren’t able to just take someones work then use it in your own.
  • Fair Dealings/Fair Use – using for research or private study.
  • Public Domain – is any image that’s fallen into the public property (art 70 years after the death of the artists.) You don’t have to obtain any permission before using the imagery. This isn’t always the case.
  • Creative Commons – 6 different license each having a different purpose. Always check an images licence before using.
  • Cardiff Met has a few image databases that it’s subscribes to that we can use. Berg Fashion Library, Bridgman Education, Harpers Bazzaar Archive, Vogue Archive and WGSN.
  • WGSN – has very strict rules – can only be used for educational purposes (dissertations, sketchbooks, presentations) These cannot be used on any social media platforms.
  • Ensure that all of the imagery used is references correctly.
  • Publicly available collections: Ad of the World, British Museum Collection Online, Flickr Commons, Metropolitan Museum of Art Works Art Collection, National Gallery, New York Public Library Digital Collection, VADS, V&A Collections and Uffizi Digital Collection.
  • Image Collections – Creative Commons offers some image collections, Wikimedia commons, Old Book Illustrations, Viintage, Foodies Feed and TinEye Multicolr.
  • Stock Photography – Using sites like Pixel, stocksnap, unsplash, Madeleine and Gratisography.
  • If posting any content online consider adding a watermark so people can’t take your work or consider including an email in the caption so if people want to use the photo they can contact you.
  • Remember to always acknowledge the photo/ imagery you have used in blogs or assignments,

Persuasion – Task 3: Creative Brief

The task today set by Ian and Jay was to create a creative brief in response to the client brief that we had been given. The creative brief isn’t a project plan but it forms the boundaries for the creative process. We did this in groups, as this was the first creative brief that we had been asked to put together. We followed guidance sent to us by Jay and Ian in order to ensure that we had included everything.

Below is the creative brief that we completed for our Client FourMuttsTV. This PDF version we sent to the client along with a series of question we wanted clarity on. While we sent the client a PDF format the document was designed on my laptop on InDesign.I was asked to be the lead contact for the group so I was in charge of contacting the client

Creative Brief_Helping the Planet one Paw at a time

The list of questions sent off to the client was as followed:

1. What is the main deliverable you want from us?

2. What are some examples of your existing brand identity?

3. Is there anything we should stay away from in terms of visuals?

4. What is the main message you are trying to get across to people?

5. Would you be able to provide us with any brand guidelines, video assets and any promotional material?

We are just waiting on a response from Jennifer our client to hopefully arrange a meeting with her for later next week to get a better understanding about the project.

Persuasion: Task 3 – Brainstorm in a Box

The workshop today was called ‘Brainstorm in a Box’ the idea of the workshop was to get us as group to generate ideas around the brief. Yesterday the briefs were released to us, I read through all the options and shortlisted my top three. When it came time to signup for the briefs I was lucky enough to get one of my top three ‘One Paw at a Time…’. The people in my group are Ellie, Daisy, Gia, Joe and Siwen.

To begin with we were asked to create statements using How might we persuade… [who] to do… [what]? Below is what we came up with:

  • How might we persuade dog lovers to engage with FourMutts content?
  • How might we persuade the public to get involved with FourMutts work?
  • How might we persuade people to share content online? 
  • How might we persuade member of the public to find a love for dogs? 
  • How might we persuade people to watch the video posted by FourMutts? 

We were then tasked to create two lists, one about what we know about our client and the other about what we need to know:


This part of the workshop enabled us to have a clear idea about the questions which we need to ask the client when we meet to get a better understand of their needs.

Next, we were asked to come up with wild, safe and bad ideas. This task, called idea storming, was really about just getting our ideas down on paper, getting every idea good or bad down on paper for everyone to see. We were asked to give positive feedback on every idea that was proposed. Below is what we came up: (Green showing the idea/Orange for the feedback.)


After lunch, we were asked to take one idea, visual show how it might work and pitch it to the group. We took forward the QR code idea, one of our wild idea, as we thought that this would be an interesting idea to pitch to the group.

The name proposed for the concept was K9QR, essentially the idea was that we’d place cardboard/plastic cut out of dogs around places, with the QR code one their tag. This would intrigue people as to what these dogs were about promoting people to scan the QR with would direct you to a video made by the client, FourMuttsTV. This engages more people with their content, even everyday members of the public would be intrigued with this idea drawing them in. This interactive element we thought would increase the amount of people engaging with the content. We all contributed to the outcome which was amazing, we were all really engaged and passion about the brief.


Persuasion – Task 2: What’s the Story?

Task 2: Conduct research about the stories that define your era. Find examples of persuasive media, consider who’s the audience, what’s the message, how’s the message carried? 

To begin I created a mind map of different areas/campaigns which came to my mind when thinking about stories that have been important within the past ten years (2010-2020). There are so many themes that I could think of, political, cultural, social, so many it made me realise the past ten years of me growing up the world has changed a lot. I thought that I’d go research 6 key ideas/stories which have shaped where we are now.

Mindmap of Campaigns & Stories. 


This campaign started back in 2016 (when I wasn’t old enough to vote), the result of this campaign would affect my future hugely. The target audience for these campaigns were the British public, who were able to vote. Do we want to remain part of the European Union or do we want to leave was the big question everybody was asking? Comparing the two campaigns now the leave campaign is clear using very direct wording “vote leave” which is a call to action in itself. People just saw vote leave no other information but ‘vote leave’ was placed everywhere from Buses to Placards to Leaflets. In comparison, the remain campaign’s visual language was more busy and not as clear and direct. The I having read made it difficult to read in my opinion.

Oliver, W. (2019) Campaigners hold placards
Rousseau, S. (2018) A Vote Leave placard during the EU referendum.



Veganism/Animal Rights

Between 2014 – 2019 saw the rise of Veganism, people are starting to look at their ethical decision in life. With links to both climate change and animal rights, the idea of being vegan to better yourself and the planet has exploded onto the scene. Veganuary is one of the biggest campaigns running, the key message is too inspired and help people to try vegan for a month and beyond. This campaign has had over 500,000 participants since 2014, and over 500 businesses have also taken part in the campaign in 2019. The audience for this campaign is for everybody teens right through to the elderly, which is why the media is so varied in getting the message across. Animal rights organisation PETA has used persuasive media to get their campaigns across. Their campaigns are visually hard hitting, they aren’t strictly typographical they use imagery to emotional get to the audience. The audience for their campaigns are again members of the public but also the government get them aware of the harm it’s causing.

Veganuary Poster (2016)
Peta (2019) I’m ME not MEAT.

Project 84

Mental health awareness is another area which has been on the rise in the past decade, with people becoming more aware of the areas within mental health. Suicide is a major issue within the UK, in 2018 there were 6,507 suicides. According the Samaritans suicide statistic report in the UK, men are three times as likely to die by suicide than women. Project 84 was a campaign run by CALM (Campaign against living miserably) to stop people in there tracks and realise the impact of suicide on men in UK. 84 statues were created each relating to a real life loss. These were placed on top of buildings (ITV studio) where they caught the attention of people got them talking about the cause. This campaign was very persuasive in getting people to talk about the cause and join the campaign to raise awareness.

ITV (2018) Project 84 via Twitter

Age UK

Lonliness is one of the more recent social issues that has been brought to light in the past few years. Loneliness can have an impact on mental health even though loneliness itself isn’t a mental health issue. Age UK are a organisation there to help older people who might not have somebody to turn to when they need help.  One of the campaigns they have done in 2019 was teamed with Cadbury’s. They produced bars of chocolate without their branding on to go along with campaign slogan “Donate your words”. This was a very simple way of getting the message across the the audience who were the general public. Alongside this they produced adverts for TV and social media to support the campaign.

Cadbury (2019) Cadbury Dairy Milk | Donate Your Words 120″

Climate Change – Extinction Rebellion

Climate Change is now at the forefront of peoples minds, especially in the past months with aspects such as the flooding in UK and Bushfires in Australia. Over the past years members of the public have started calling for cars to go electric to reduce emissions (after the VW dieselgate), renewable energy source to be used and coal power plants to be shut down. More media attention is being gained on deforestation (palm oil) and ice melting in the artic, it’s a massive issue we need to tackle.

In September 2018 Extinction Rebellion announce a Declaration of Rebellion against the UK Government, where they came into the lime light in the media. The movement held protests all over the country including Cardiff in 2019. Protestors blocked the main road outside Cardiff Castle where they parked a green boat which meant that the road had to be closed causing distribution to the city centre. The audience of this particular protest was the government to get their attention and take some action on climate change. As well as parking a green boat in the middle of the street protesters also had banners and placards to help convey their message. Protests like these were taking place across the country, all with he same intent to gain government attention.

Screenshot 2020-03-06 at 10.32.37

Plastic Pollution 

The statics of plastic waste in our environment particularly our oceans has been rise and is continuing to rise as the years go on. There have been a number of campaigns over the years to try and reduce the amount of plastic we produce. There was an online campaign where people started to call for plastic straws to stop being used by fast food restaurants such as McDonalds. This campaign though wasn’t visual the amount of support it got gained the attention of the government who have banned the supply of plastic straws, stirrers and cotton eye buds from April 2020. Furthermore, a Greenpeace plastic waste campaign saw the creation of a dead whale made of plastic ocean waste. It caught the attention of people straight away who on social media at first thought this was a real whale. This campaign stood out in my mind as I remember seeing it and it being hard hitting. It made a lot of consumers think more about the amount of plastic that they were buying and the disposal of it.

Cinches, V (2017) Plastic Dead Whale

These are just few of many many campaigns out there which have shaped the story of the past decade and now. All these campaigns are persuasive, they get their message across to the intended audience. The creativity of these campaigns is amazing, how they aren’t all purely typographical or all using hard hitting imagery, but they all achieve there aim.

The Vegan Society (2019) Statistics. Available at: (Accessed: 5 March 2020)
Peta. (2019) 2019 Was a Banner Year for Big, Bold PETA Billboard. Available at: (Accessed: 5 March 2020)
Frizell, M. (2018) Project 84: We join the campaign to prevent male suicide. Available at: (Accessed: 5 March 2020)
Age UK. (2019) Cadbury is going forces with Age UK to fight Loneliness. Available at: (Accessed: 5 March 2020)
Cadbury (2019) Cadbury Dairy Milk | Donate Your Words 120″ Available at: 5 March 2020)
BBC (2019) Extinction Rebellion: Cardiff roads taken over by protesters. Available at: (Accessed: 5 March 2020)
Veganuary (2019) Available at: (Accessed: 5 March 2020)
Mind (2020) About Loneliness. Available at: (Accessed: 5 March 2020)
Samaritans (2018) Suicide facts and figures. Available at: (Accessed: 5 March 2020)
CALM (2019) CALM Homepage. Available at: (Accessed: 5 March 2020)
CALM (2018) Project 84. Available at: (Accessed: 5 March 2020)
Age UK. (2019) What we do. Available at: (Accessed: 5 March 2020)
Department for Environment, Food & Rural Affairs. (2019) Gove takes action to ban plastic straws, stirrers, and cotton buds. Available at: (Accessed: 5 March 2020)
CuCo. (2019) The 5 most inspiring campaigns that fight plastic pollution. Available at: (Accessed: 5 March 2020)
Rousseau, S. (2018) A Vote Leave placard during the EU referendum.[Online] Available at: (Accessed: 5 March 2020)

Persuasion – Task 1

For the first task of this project we were asked to find examples of persuasive media within set topic. We were given groups and each group had a topic, ours being racism, culture and identity. We all decided to look at racism as we only had ten minutes to present. Starting off we did some initial research into campaigns that were out there on racism, doing this individual to begin with before coming together as a team to discuss our findings.

When researching I found that a lot of the campaigns out there were around racism within football, which was an interesting as this is something that it often talked about in the media. I thought about researching an area which was different to football, like public transport when I came across a campaign by transport for Ireland. This was interesting as it used selfies from commuters to create these images of people. The idea behind the campaign was to encourage people to report any incidents that they might seen when using public transport. This campaign was successful in terms of the getting people involved in the campaign, they received 5 more reports a week whereas before it was 1 a week. Although this was mainly a print based campaign it was found that it was very successful even reaching countries further afield.

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As a team then we put together a small presentation with the four example which we had found and individual taken on and researched. I felt that we had variety across the example, although three of them were related to football, I still felt that they were very different in the approach style.

Immigrant Council of Ireland (2019 Transport for Ireland and Immigrant Council of Ireland launch new anti-racism campaign on public transport. Available at: (Accessed: 4 March 2020)

Persuasion – Briefing Lecture.

The next project in the Who’s the Designer module is called Persuasion. We were given a briefing by Ian, Wendy and Jay about what the project entails. Persuasion is all about using our powers as designs to design for good, working with a good cause. Creating powerful and clever outcomes to communicate a message to the audience.

This project is spilt into 3 different tasks all centred around the idea of project, looking at themes, powerful outcomes and using our skills for a good cause. However, before getting into these task we were given a lecture around persuasive media. Wendy reiterated the phrase, “How might we persuade *** [who] to do *** [what]?”, which we used when thinking about the various examples that we were shown. We were shown a lot of amazing examples under a variety of themes,  and from these I took away a few key messages and ideas;

  1. Be Memorable – Having memorable phrases/copyright for a campaign or branding will keep it in the audiences mind, they will retain it. Something short sharp and simple works best. The example that stuck with me was; Coughs, sneezes, spread diseases. It’s simple and easy to remember, makes you remember what to do.
  2. Bold & Simple – Clear words that speak directly to the audience works well, in the example surrounding Brexit, Vote Leave was used. The words “vote” and “leave” are simple to remember, and put together made a clear call to action. Using something like this might work to gain the desired outcome of a project.
  3. Imagery: What it does… – Once you start adding imagery into any campaign it becomes more objective, people are able to read further into imagery. Consider what it might do to the words that you use. Alongside imagery tends to come an emotional connection which might be one way in which you decide to engage your audience.
  4. Consideration – Being aware of ethical forms and considering others feelings is a must. If you’re using imagery of somebody need to consider the feelings that person might have when seeing it. Consider how it might come across to people who hold different points of views.
  5. NSPCC AD – This particular example stayed in my mind for a reason, due to it using song and rhyme, but being light hearted. Though this was intended for the target audience, it shows that a powerful message can still come across clear even when it’s put in a format which isn’t dark and scary.
  6. Slip Slop Slap – Again this was memorable for me from the humorous aspect. This could be another way of getting a message across to people using a short sharp message that is humorous some people will remember.

These were just a few of the key aspects that stayed in my mind after the lecture, I will be able to take these ideas and use them to aided me throughout the tasks within this project.

Keay – Bright, W. Weir, I. Young, J. (2020) Persuasion Briefing. Lecture. ADZ5444. Cardiff Metropolitan. 3 March 2020.