This work forms part of my ongoing partnership with Chris Monk. Chris and I have been working together as a creative team bringing both art direction and copywriting skills to new projects. The work for the NSPCC was designed to help highlight the problem teenage boys have in talking about issues. Whilst presenting the brief in a new and original way, it was important that it still supported the central message of the NSPCC. The site is aimed at 12-15 year old males and aims to communicate the importance of talking about the issues that affect them and the people around them. Our creative strategy was to focus on the unique experience of males when their voices "break". The site explains the physical and physiological changes that occur when a male’s voice breaks. It has the option of users uploading their own image to act as the avatar on the site. The avatar is used to demonstrate the vocal exercises. If the user uploads an avatar, then the system will attempt to detect if a microphone is active on the user’s computer. If it is, then all the voice actions from the user’s PC will translate to basic voice movements on the avatar. As the user goes through the vocal exercises, the default avatar will demonstrate the vocal movements before the user’s avatar then takes over repeating the exercise. The user’s performance will be rated before he can move on. If the user does not have a microphone, then the website will use the default avatars. The site goes through basic skills (physical) and advanced skills (physiological) before leading them to an easy to navigate guide on the NSPCC site. This compliments the brand without detracting from their main message.
The concept was entered into this year's YCN (Youth Creative Network)
