For this project, you will be picking an issue or problem that you feel strongly about. This needs to be an advocacy that encompasses the majority of us, i.e., that is either national in scope, or cuts across the oppressed classes. This will be the subject of your copywriting project.
Once you’ve chosen your subject, you need to find a set of facts or data that you think will be useful for your project. Maybe find something that is not generally known about it, and which might surprise people enough to want to read more about it.
You can also use known facts or data, but find a different take on it. View the issue or problem from a new perspective, take on a different point-of-view when you try and figure out your copy and graphics.
The final output is a poster, which means you need copy for a solid headline that works seamlessly with your graphics. Subcopy or secondary copy needs to be written succinctly: clarity is still key. Big words are not necessary (unless that’s part of the project itself).
Target audience:
The majority who have won this election. This means you are working with either English or Tagalog, or Taglish (if justifiable). Note that if it will be in English, it still needs to take on a particular tone that is different from the standard engagements of our side (see Module 5).
Language and tone:
Listen to yourself. How are you speaking to this target audience, beyond the language that you use. Do you sound like you’re speaking down at them? Does it seem like you’re taking on a position superior to who you’re talking to? Realize that the best copywriting actually treats its audience with respect and sees them as active and equal participants in a conversation. Keep this in mind, especially for this project.
Pick a specific truth:
You are taking on an issue or problem, and advocating for its solution. This means you are picking a set of truths that you will be championing in this project. Make sure it’s as specific as possible. The more general it is, the more difficult it’s going to be to begin a conversation. Also, specificity allows for your graphics to be more focused from the get-go.
You can take from these samples below, if you are having a hard time picking and advocacy. You can also revise from these, or just get inspired by them.
Option 1: Suspension of excise tax on oil. This is super current and super important, and applies to all of us across social classes. And yet so few people understand it. You can use this as advocacy: sell the truth that excise tax on oil suspension is the best way to go, given the rising cost of fuel, and connected to that, the rising cost of goods.
Option 2: Tax the richest. This is actually a pretty global campaign that hasn’t gained traction in the Philippines, but really really should. If we tax the richest in the country by the smallest amount, and remove excessive taxation for those in the oppressed classes, government would in fact be able to collect more taxes.
Option 3: Fight disinformation. But go beyond fact-checking. How would you work on talking about disinformation at a time like the present? What kind of material do you think will appeal to the largest audience possible that will push them to start asking questions about what they see, hear, and watch online?
Option 4: Climate crisis. But pick a specific development project that will worsen repercussions on us. There are plenty: the PAREX flyover that San Miguel wants to construct over the Pasig River, the Bataan Nuclear Power Plant that they’re saying should be opened to address energy needs, various reclamation projects over Manila Bay, the Bulacan airport that is another San Miguel project, the Kaliwa Dam that is a China project, the Ahunan Hydropower project in Pakil Laguna.
Another option: You can also look at a specific development project near where you live, or in your province and we can discuss these and see how you can work on this project with that subject in mind.
Submission / format details:
Portrait orientation.
Size: Print-ready at 18″ x 24″ in size.
Submit as PNG or JPEG file.
Due date:
June 27 2022. ***
