Client Brief v2

Project Title: Too Much TV
Project Type: Public Service Announcement
June 1st, 2009

Agency Team
MaryAnn Wright
Travis Gerrard

WHERE ARE WE NOW?
Current Situation: Parents are unaware of the harmful effects that television programs designed for infants and toddlers may have on them.

WHERE DO WE WANT TO BE?
To ... Parents should understand what the TV does, and, because of that understanding, avoid allowing infants to watch any television, and heavily limit the television that toddlers are allowed to watch.

HOW WILL WE KNOW WE'VE ARRIVED?
Measurement of: How many viewers there are for children's shows.

WHAT ARE WE DOING TO GET THERE?
Marketing Strategy
We plan to achieve our objective(s) by: Informing parents of why infants and toddlers should not watch TV.
Campaign Strategy
Key Messages: Delays verbal development, hinders creation and stimulation of neural pathways, reduces familial interaction
Key Media: Web based media.

WHO DO WE NEED TO TALK TO?
Definition of target group: 20-30yo parents of children ages 0-4.
Insights into this target group: Too busy to dedicate time to learning about this without a proper hook.

PRACTICALITIES AND APPROVALS
Budgets: N/A
Timings: Pitch June 10th