The UK branch of Pure Creative Arts is a Theatre-in-Education Charity which tours secondary schools and youth groups across the nation, providing theatre performances, workshops and mentoring sessions to young adults between the ages of 11-18. the aim of the charity is to help young adults to have more confidence in themselves. They do this by exploring current and topical issues that many adolescents struggle with, such as body-confidence and self-esteem. In reaching out and helping teenagers the hope of Pure is that it will lead young people towards brighter, more positive futures.
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I spent six months developing a campaign for this charity. I interviewed several of Pure's employers, and realised that the main obstacle that Pure faced was lack of funding, so I decided to create a campaign which would raise awareness about the charity and primarily target investors and business people. The secondary target audience would be people working in communications, HR and Public Relations within companies who would be able to influence brands to invest and/or partner with Pure.
I started the campaign by developing a creative brief:
The full creative brief includes tone of voice, mandatories, objectives and strategies. This was done to ensure that the campaign was consistent and that everyone working for the charity could understand the tone of the campaign.
Logo Change
One of the first things that I wanted to do with this campaign was change the logo as I felt the current logo did not truly reflect Pure as a brand or make the charity stand out.
The current logo is a similar shade of blue to the Twitter logo and as both logos feature a bird, they look too alike which makes it difficult for Pure’s logo to stand out and be effective for the charity.
This is the new logo that I conceived and instructed designer Samantha Ball to create to represent Pure Creative Arts. In her book, CEO of Pure, Tamsin Evans, says that `it’s from acorns that mighty oak trees grow` (2015). I related Pure to this metaphor as I could see how the charity had the potential to grow into something big and mighty. I therefore wanted to include a tree in the logo and incorporate it into the name Pure. I hoped that this would symbolise the way that Pure is growing and how it is helping people to find their own strength and power.
I wanted the writing itself to be dainty and handdrawn. Pure is a theatre-in-education company and it was important that the logo showed creativity and expression. The logo needed to be consistent and consequently, leaves were added to the letter E.
The colour used in the logo was inspired by Pop Art. In the 1950s when pop art began, it was a rebellion against `art and culture and traditional views on what art should be` (Tate). Using pop art for the logo symbolises that Pure understands the pressures put on young people by society and that they encourage young adults to use art and creativity as a form of expression.
The logo has been done as a positive and negative so that it can be used easily on all promotional material related to Pure Creative Arts.
Press Release
In order to raise awareness and encourage partnerships between Pure and the target audience, part of the campaign included organising a showcase. To publicise the showcase, a press release was written informing readers about the date, time, and what to expect from the event. I wanted the press release to be simple, factual and contain essential information about the charity. This way, journalists and communications professionals would be able to understand the work of Pure and be able to write about the charity and the showcase without doing too much extra research.
Press Release
Media Contact:
Shira Zinkin szinkin@purecreativearts.co.uk
07123456789
CREATIVE CORNER: PURE CREATIVE ARTS HOSTS SHOWCASE IN JULY
Pure Creative Arts is a Theatre-in-Education company which tours secondary schools and youth groups around the country. Pure Creative Arts announces showcase Creative Corner, on Friday 6th July 2018 at 6.30pm at the Brit School (60 The Crescent, Croydon, CR0 2HN). During the evening, there will be a performance of `The Rating Game`, Pure’s popular show intended for an audience of 11-18 year olds, to help them to address common issues such as self-esteem and body confidence.
`Through our performances, workshops and impact groups we give young people the opportunity to talk about the pressures in their lives and show them that they can make positive choices towards stronger futures` states company CEO Tamsin Evans.
Pure uses hip-hop and rap music to ensure that teenagers have fun whilst watching `The Rating Game`, which means that they are more likely to engage with the themes that the charity explores in the performance. However, Pure extends beyond being a theatre-in-education charity, as it also provides workshops and mentoring sessions to young adults who are most in need of help.
The UK Head of Programs, Francesca Woods, was initially drawn to Pure due to the mentoring sessions that it provides, stating, `The fact that Pure can use courses that are written by psychologists, doctors and professionals who know what they’re doing. The fact that that Pure can have some longevity in terms of its impact, that’s for me the more powerful highlight of the charity`.
The event will also feature speeches from student ambassadors who have benefitted from the work of Pure and Pure’s CEO Tamsin Evans.
Attendees will have the opportunity to engage with the actors through a Q&A session after the performance where they will be able to ask questions about the show, the charity and the themes that Pure explores through its work. The event will also provide networking opportunities between journalists, businesses and the charity.
To attend Creative Corner, please visit: www.purecreativearts.co.uk/creativecorner to book your tickets.
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For all media enquires contact:
Shira Zinkin Carrani- Pure Creative Arts Public Relations Manager,
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szinkin@purecreativearts.co.uk
Phone: 07123456789
Website: http://purecreativearts.co.uk/
C/O The Oasis Centre, 108 Forster Street, Warrington, WA2 7A
