The Chronicle stops the presses- Play offers new twist on classic story
- Students create illustrations for Georgia Ports Authority
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Graduate student channels classic horror in thesis film - Alumnus creates mobile gallery
- SCAD libraries hold artist’s book competition for students
- Griffis discusses development of Arthur legend
- Noted author speaks to students
- The Green Scene: 'We have a dream'
- Personnel File: New staff members join SCAD-Savannah
- SCAD hosts regional IDSA conference
- Titus Kaphar to speak at SCAD
- The Bee Line
- Women’s lacrosse sets records in Kennesaw State win
- Athlete Feats highlights for Feb. 22
- Baseball takes series from St. Thomas
- Women’s basketball wraps up second place in Florida Sun
- Athletics updates for Feb. 15
- Baseball off to best start in program’s history
- Big third period leads lacrosse team to victory
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Class in the Spotlight
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Advertising design assignment focuses on helping homeless
 Photo by Dane Sponberg (From left) Irene Jeanotte, Mami Serwaa Lundy and Kelly Meagher present their publicity campaigns for One Family to classmates in professor Chercy Lott’s Art Direction II course Feb. 1. By Monique Bos Published: Friday, February 9, 2007 Homelessness is a pervasive problem, one that leaves many people feeling uncomfortable and helpless. However, Savannah College of Art and Design advertising design professor Chercy Lott has challenged her students to address the issue in a practical way — and impact both their fellow students and organizations that help homeless people. Students in Lott’s two sections of Art Direction II were tasked with working in groups to research a local, national or international organization that benefits homeless people — America’s Second Harvest Food Bank, Hope House of Savannah, Old Savannah City Mission, One Family, the National Council on Homelessness and Union Mission. Then, each individual had to develop a focused marketing campaign for that organization, integrating at least three types of media and targeting a specific segment of the SCAD community. Students presented their final projects to Lott and their classmates Jan. 31 and Feb. 1. They discussed the organization; how much or how little their target audience knows about it; what design, color and typeface decisions they made and why; and how they believe their materials will successfully connect with their chosen audience. After implementing suggestions and feedback, the students will execute their campaigns in the Jen Library, 201 E. Broughton St., Feb. 10-23. The basic purpose of all the marketing is for each student to motivate members of their target audience to give $1 to the organization they’re promoting. Campaigns and materials are as creative and diverse as the students in the course. Feifei Sun prepared a series of welcome mats; Christina Romero created several dummies holding cardboard signs. Matthew Richardson converted wooden birdhouses into donation boxes, and Monique Byrd came up with the idea of a Valentine’s Day cookie drive. Anabel De Navas proposed a rock concert featuring local band Listen 2 Three, and Katie McNeilly enlisted local television reporter Kelly Foster from WJCL and FOX 28 News to create a TV ad. Mike Griffith developed shopping cart-themed installations. Erica Cardenas worked with District, the SCAD student newspaper, to sell space to students for Valentine messages. Andrea Helenthal developed large spoon-shaped flyers to distribute under windshield wipers. Alea Jordan incorporated fairy tale characters, such as the Big Bad Wolf, Prince Charming and Sleeping Beauty, into her materials. Several of the students focused on what a significant difference such a small amount can make. America’s Second Harvest estimates that $1 supplies four pounds of food. “One dollar can help keep a shelter open, help provide job training or a meal,” said Ronia Holmes. “A $1 amount can provide help by contributing to long-term dental care and healthcare,” said Jordan. In her campaign, Irene Jeanotte urged viewers to sacrifice small impulse buys and donate their money instead. Travis Hastback discussed placing donation boxes near vending machines. “Instead of putting money in the vending machine, you can help four or five people,” he said. Other students selected slogans that emphasized the importance of $1, such as Adam Ruth’s “Spare change can spare lives” and Andrea Tyler’s “Give hope … give a dollar.” Students also tackled misperceptions — both about homeless people and about SCAD students — in their research and marketing materials. “There’s a perception that students have money but they’re not giving, and that causes resentment from the community, which in turn makes students angry,” said Holmes. “I wanted to encourage them to donate in a way that would not induce guilt.” Richardson, Byrd and Kathryn Whitley surveyed a group of their peers and presented the results. “Ninety percent have donated in the past, and 70 percent said they would absolutely donate their spare change if it was easy; 22 percent probably would,” Richardson said. “A lot of homeless people are seeking opportunities, job training, health and dental care, and employment assistance, not money,” said Romero. Several students created representative characters — from adults to small children — and told their stories through posters, postcards, installations and other media. “We don’t want our audiences to feel pity, but respect,” said Hastback, whose materials presented sobering facts: One out of every five elderly Georgians lives in poverty; one out of every six children in the state is going hungry. The campaigns also provided information about the organizations being promoted. “I want them to think, react and thus donate,” said Jeanotte. “They can understand their money is going to help someone in the future and the long run — not to some charity they know nothing about.” Many students also focused on the educational aspects of their organizations, particularly when target audiences consisted of faculty and staff members. “I put the emphasis on good education, and also targeted parents of small children,” said Whitley. “I focused on education and hope. I didn’t want to burden them.” Finally, students wanted to help their audiences develop a sense of empowerment. By emphasizing the importance of each contribution, no matter how small, and providing information about where and how to help, they hope to encourage their peers. “Homelessness causes people to feel uncomfortable,” said Holmes. “I wanted to help the audience overcome their aversion.” Chad Fisher, whose campaign focuses on images of pigs (such as a piggy bank and the nursery rhyme “This little piggy went to market…”), said, “I want to impact, inform and make it as easy as possible for them to donate.” Claire Bitner’s campaign targeted diners. “Don’t think you’re cut out?” asks one poster, and a placemat challenges readers, “Don’t think it’s your place?” Students also emphasized their gratitude for donations in some materials. Kelly Meagher chose “Give the gift of life” as her tagline, and one of her pieces is a gift card. “We’re giving them the means to give a gift,” she explained. Mami Serwaa Lundy’s materials include a card that reads, “Thank you for being part of our solution.” The project’s impact already is reaching well beyond SCAD. Griffith has designed a new logo for the Old Savannah City Mission — the tagline is “Help us help others” — as well as direct-mail pieces, a banner, posters and donation boxes featuring a graduate of the mission’s job and housing assistance program. Griffith also helped organize a food and clothing drive, scheduled Feb. 10 at Forsyth Park. All of Lott’s students seem excited by the opportunity to combine career training with helping people in need. “We are very privileged, and there are people out there that aren’t,” Fisher said.  |
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