Final Year Project
Brand
Focus On The Family Malaysia is an out of a deep concern over the disintegration of the institution of the family and weakening of family values and relationships in Malaysia. Moreover, they are committed to helping families thrive by providing relevant practical help for marriage, family, parenting, and relationship. (Focus on the Family Malaysia, n.d.).
Problem
To prevent and reduce the risk of children developing anxiety and depression due to academic anxiety and academic pressure in Malaysia. Anxiety and depression are often mistaken as weak determination, however, they are actually part of mental illness. The ultimate goal is to help parents to understand the importance of parental encouragement and support. There is a significant relationship between parental encouragement and academic pressure of children.
Objective
The ultimate goal is to help parents understand the importance of parental encouragement and support.
The Proposition or Selling Idea (USP)
If parents understand more about their children, it could indirectly prevent negative emotions such as academic pressure of them - The campaign is an awareness for parents to reach out their kids and focus more on their mental development
Interview data (Highlight)
We have been done 20 interviews for parents and children who live in an urban area. The purpose of this interview was to get insights from parents and children and also understand their point of view about the academic street.
Comparison
55% of the parents said they do not compare their child to others. and also 75% of the children agreed that statement too. However, Their response is not what we expect.
During the interview, we observed they hesitated. Maybe the parents are afraid that we might judge them based on the answers.
We can say these charts are inconclusive but we documented it because it was telling us the children are not able to speak freely when their parents are around.
Communication
We realized that most of the parents aware their child are suffered from academic pressure. Following, 60% of the parent said they will talk to their children and try to help them, however, 70% of the children won’t tell to their parents about it, some are scared because they will be label as lazy.
Therefore, the parent intended to solve the problem, however, they don't really open enough to understand the struggle of the children. Secondly, parent assume they know everything which made them to ignore the children feelings.
Big Idea
To bring awareness to the parents on how academic pressure affects the child’s mental development
Strategy
To emphasize on how a parent’s expectations could bring mental illness on the child
Creative Direction
The creative direction we are trying to visualize the emotions. The emotional campaign will have a greater impact on the audiences' psyche. Hence, it creates powerful memories in people's mind. In turn, these sentiments will motivate people into taking action.
Problems Featuring
Narrow down 4 problems that we concluded:
High expectations
Communication
Control
Perfection
We're trying to make it more relatable to the parents, perhaps things that heard from their parents. Try not be provoke or offensive. After all, we’re not blaming them but want them to be considerate.
Mock Up
Microsite
Mobile App
Event- Interactive showcase
Kid or Kit is an interactive showcase featuring the 4 main problems leading toward academic pressure found in our research, which is the comparison, communication, control, and high expectation. Students were based on their academic performances, it is part of their identity. However, parents might overlook the risk of academic pressure. The awareness is important to everyone especially the parents. We believe both children and parents should do activities together in order to understand and communicate. So we offer them an opportunity to look again these issues and reconnect back to their children with interactive activities. The booths are designed to engage parents and children playing and solving challenges together. This is the place where parents can experience a student's stress.
Mobile App
Ambient App