ABOUT ATTENTION SEEKING
Attention seeking has been labeled negatively in the modern society; this discourages and prevents individuals in need to reach for help.
The campaign aims to rectify the misconception on attention seeking and guide people in recognizing the cry for help.
FABLE REINTERPRETATION
The Character Reversal seeks the attention of the audience who grew up believing that the lying boy in the fable is at fault...
Let's tackle on the reasons behind the boy's behavior.
He was bored watching the sheep alone on the hills;
or perhaps, he was scared being left alone.
Imagine if the villagers bothered to ask and address the problem from its roots.
They could have given him a flute to play or some paper to draw on; the ending of the story could have been so different.
KEY VISUALS
Wolf Boy Calling for Help
Annoyed Parent Wolves
PLATFORM I - A STORYWHEEL
A story-wheel of the two plots delivers a vicious cycle of a child's attention-seeking and parents' ignorant response.
The back of the story wheel reveals the solution in short and a QR code that leads to a theoretical homepage with tips on handling "attention seeking behaviors.
A story-wheel is an engaging and cost-efficient medium for mass education for children as well as adults. It is an abbreviated story book that serves as a reminder.
PLATFORM II - POP UP STORY HOUSE
A pop-up targeting families with children or school field trip. This event aims to guide children in seeking help in a fun and interactive way.
PLATFORM III - SOCIAL PRESENCE
Utilize interactive social features such as instagram stories to
maximize campaign exposure.
Collaborate with parenting influencers to spread the message.
next: the big melt