Acting on Feedback

Based on the feedback compiled from both university educators and workshop peers, we have been able to restructure components within our campaign in-order to communicate an effective message that would resonate with our end-users and target audience. The constructive feedback provided revolved around a need to create a cohesive story-line, emphasise ‘JOMO’ and create a brand-image around that concept, understand the mind-set of our specified audience and the mind-set we are attempting to alter and the psychological responses that we aim to produce.

 

Based on this information the structure of the campaign has been altered. The former story-line accompanying the initial campaign which revolved around the ‘One Moment Festival’ has been reconfigured. The approach that is now being taking consists of ‘JOMO’ a concept which promotes a healthy balance between social media and physical realities whilst enabling individuals to remain mentally mindful, balanced and content with their lives; rather than seeking contendness in the lives of others. However, based on further research regarding advertising strategies, it was prevalent that the construction of a tangible artefact or a lived experience would enable the notion of ‘JOMO’ to resonate with our proposed target audience. Therefore, after a perusal of the various ideologies, subcultures, mind-sets and consumption habits of the audience, we have created and re-branded the former ‘One Moment Festival’ into ‘JOMO Festival’.

 

Although the festival was originally constructed as a form of advertisement for ‘JOMO’, the role of our communicated advertisements seeks to reiterate the idea associated with the ‘Joy of Missing Out’ whilst promoting the festival. The media story which is in the form of a conversational podcast will contribute towards informing individuals about their excessive social media usage and the philosophy associated with ‘JOMO’; whilst highlighting the festival as a means of temporarily experiencing this movement.

 

Rather than prompting individuals to change their emotions in-terms of missing a social event or momentarily terminating their social media utility, there is a current understanding of the underlying stigma and inability to acknowledge the mental health implications of social media. Therefore, the drive accompanying ‘JOMO’ is to renew the current, indisposed mind-set and raise awareness through modes of communication that resonate with our target audience; which will later enable individuals to become ‘active’ participants within this campaign, sharing derived knowledge this movement encompasses and ameliorate the well-being of themselves and their broader society.