10 Things To Be Happy About

Describe your idea and concept of your work in relation to the festival outlines:

The ‘10 Things To Be Happy About (10 Happy)’ is a non-for-profit campaign that aims to convey ‘authenticity’ through ten cliche statements or phrases (per series) that enable people to see something that is right before their eyes but obscured; ‘things’ that are taken for granted, as the world is filled with too much advertising that is ‘artificially portrayed’. The explicit problem being addressed is creating a campaign that conveys “authenticity” as this is the main key word that shapes the composition of the campaign. These posters will aim to trigger dialogue through their authentic approach (hand-made style) and the meanings behind their statements which are of ‘our times’, as they aim to create nostalgia and and a sense of resonation. This also aims to further enhance intimacy between the viewer and the campaign and also between individuals as they talk about the campaign and perhaps the various statements that relate to them. The reason I believe dialogue is failing is due to people neglecting to speak about issues or topics that are ‘real’ (not necessarily serious or scary) as there is a lack of ‘authenticity’ being produced in advertisement works. The target audience of the campaign are young adolescents (similar to my age) as I want to influence the attitudes of the younger generation to what advertising could be and demonstrate that dialogue can be reinforced via an unconventional, and authentic campaign. The ‘10 Things To Be Happy About’ statements being conveyed are more appropriate for the age group of 18 - 25 year olds (male and female) as the intention of targeting a younger audience is to hopefully change their mindset of advertising and reinforce dialogue so that generations to come aren’t influenced or affected by dialogue (or intimacy) failing in our times.

What kind of communication approach do you use?

Firstly, the main focus and initiation of the campaign are posters. A few of them from the list of 10 statements/phrases have been created to give an idea of their execution. Secondly, there is an accompanying website for people to find out more information about the campaign than just from the posters and thirdly, there is a book for the public to purchase as a memorabilia. The book is also an important component of the campaign as it’s an element that allows the public to provide their contribution and connect with the campaign.

What are in your opinion concrete benefits to the society because of your communication?

The ‘10 Happy’ campaign attempts to stimulate curiosity and a feeling of contentment through nostalgia and a sense of resonation between the relationship of a statement being conveyed on a ‘10 Happy’ poster and themselves. Because people are not used to seeing advertisements for which the motive is not obvious, this may provoke thought and possibly frustration, however, perceptions and attention to detail are still created. Although not every statement from the series of ten posters will resonate with everyone (as not everyone has the same experiences), there will be at least one poster from the series they understand, find amusing and are able to derive visual pleasure, comfort and perhaps a sense of belonging.

What did you personally learn from creating your submitted work?

I learnt from creating this work is the system, evolution and intentions of advertising revolving around profit motivations, the power of authenticity through design as well as the impact social media has caused in taking over our daily lives and affecting our use of dialogue.

Why is your work, GOOD communication WORK?

Advertising has become more about exposing an audience to a perception or portion of the truth; projecting to an audience what they want us to believe. This campaign intends on breaking this barrier between exposing an audience with a ‘desired world’ and instead exposing the public to statements of honest and real elements of ‘things’ to be happy about.

Where and how do you intent do implement your work?

The main focus on the campaign are the posters which are implemented sporadically but strategically around Melbourne. This is to raise awareness of the campaign, its intentions and to gain a reaction (hopefully positive) from the public. There is also an accompanying website (www.tenhappy.org) which the public can use to find out further information about the aim of the campaign, allow members of the public to view the 10 posters the campaign has spread around Melbourne, provide a link for people to upload and contribute their poster as well as provide a link for individuals to purchase the book as a memorabilia. The book ‘10 Things To Be Happy About’ is the third communication approach and also one of the most important, as it allows the public to interact with the campaign and share their own poster creations and ideas that convey a statement/phrase of something ‘To Be Happy About’ which will be published in the book. The first section of the book entails the 10 posters created by the campaign and the second section entails the posters contributed by the public.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

Not yet but I would be overwhelmed if this campaign does play any influence on the media in the near future.