Design Brief for Aboriginal Legal Service: Promoting Black Lives Matter

Client: Aboriginal Legal Service (ALS)

Communication Needs: The ALS requires a compelling visual communication campaign to promote the Black Lives Matter (BLM) movement. The campaign must be culturally sensitive and highlight the ongoing struggles and systemic racism faced by Aboriginal and Torres Strait Islander communities. The visuals should convey the importance of solidarity, justice, and equality while amplifying the voices of Indigenous Australians within the broader BLM movement.

Target Audience: 

- Primary Audience: Aboriginal and Torres Strait Islander communities, particularly young people aged 16-30 who are active on social media and in community events.

- Secondary Audience: The wider Australian public, including non-Indigenous allies, educators, and policymakers, who can be influenced to support and advocate for Indigenous rights.

Expectations and Constraints:

- The designs must respect and reflect Indigenous cultural protocols and symbols. All visual elements must be approved by the client and, where applicable, by community Elders or representatives.

- The campaign should use a limited color palette, emphasising the colors black, red, yellow, and white, which hold cultural significance.

- The campaign must be adaptable for various formats, including social media graphics, posters, banners, and merchandise (e.g., T-shirts, tote bags).

- The campaign should be completed within six weeks, with initial concepts presented within two weeks.

- Budget constraints may limit the use of high-cost production methods; therefore, the designs should be effective in both digital and print formats without requiring expensive materials or processes.

Purpose:

The purpose of this campaign is to raise awareness about the Black Lives Matter movement within the context of Indigenous Australian experiences. The campaign aims to educate the public, foster unity and solidarity, and inspire action against racism and inequality. It should empower Aboriginal and Torres Strait Islander people to take pride in their identity and to engage in the movement, while also encouraging non-Indigenous Australians to listen, learn, and support Indigenous voices.

Context: 

The campaign will be launched during NAIDOC Week and will coincide with other significant dates such as Invasion Day and National Reconciliation Week. The visual communication must resonate with the heightened awareness of Indigenous issues during these times and leverage the momentum of the global BLM movement. The campaign should be relevant to contemporary social justice discussions, particularly those surrounding police brutality, incarceration rates, and systemic discrimination against Indigenous Australians.

Possible Presentation Format:

- Social media graphics (Instagram, Facebook, Twitter)

- Posters for community centers, schools, and public spaces

- Digital banners for websites and online platforms

- Merchandise designs (T-shirts, tote bags, badges)

- Infographics for educational purposes

- Large-scale banners for rallies and events

Create a page in your Google site, called 'Respond to a Design Brief' and complete the following:

C level (ish)

• Accredited & Tertiary: 

• Answer the following questions:
  Question 1. What is the primary goal of the social justice campaign proposed by the Aboriginal Legal Centre?
  Question 2. Which demographic group is identified as the primary target audience for the campaign?
  Question 3. How does the Design Brief propose to engage the target audience through social media?
  Question 4. Why is it important for Indigenous elders or representatives to approve visual elements before your campaign is released to the public?

• Create one of the possible presentation formats listed in the Design Brief above

B level (ish)

• Tertiary:

• Answer the following questions:
  Question 1. What is the primary goal of the social justice campaign proposed by the Aboriginal Legal Centre?
  Question 2. Which demographic group is identified as the primary target audience for the campaign?
  Question 3. How does the Design Brief propose to engage the target audience through social media?
  Question 4. Why is it important for Indigenous elders or representatives to approve visual elements before your campaign is released to the public?
  Question 5. What are some constraints mentioned in the Design Brief that might affect the campaign's effectiveness?
  Question 6. Evaluate the proposed presentation formats in the Design Brief for this social justice campaign on climate change. How suitable are these formats for effectively communicating the campaign's message to the target audience? Discuss the strengths and weaknesses of the chosen formats and suggest alternative options if necessary. 

• Create two of the possible presentation formats listed in the Design Brief above
  -Identify  three principles of design or elements of art (three total across both groups) that you have used in your designs
  -Annotate the ways that you have used these elements or principles

• Accredited:
  -Complete C  level steps
  -Identify a principle of design or element of art that you have used in your design and explain how you used it and why.

A level (ish)

• Tertiary and Accredited:
  -Complete previous steps
  - Create three of the possible presentation formats listed in the Design Brief above
  -Identify  three principles of design or elements of art (three total across both groups) that you have used in your designs
  -Annotate the ways that you have used these elements or principles