Embed Size (px)
Citation preview
For students, music is important throughout the day. They listen to music on mobile phones and MP3 devices, share music and chat about latest albums.
MUSIC IS A TOOL THEY USE TO PRESENT THEIR PERSONALITY (CLOTHING, SPEECH) AND IS A STRONG FACTOR IN SOCIAL LIFE.BUT THEY DON‘T KNOW IT.
To demostrate this to students, we take the music away from their daily routine. We nudge them to act.
LESS MUSIC AT SCHOOLS
Plans from Government office leaked. Based on a research it is planned to ban listening to music at schools and decrease the volume of music lessons:
• Listening to music worsens the sense of hearing• Using headphones and agressive ringtones supports hyperactivity
to children• School intercom is not can‘t be heard well (danger)• Charging mobiles increases the energy consumption
of schools by 14%• Speakers of mobiles distracts teachers from work during breaks
Valid from 1. 10. 2014
3. 9. 2014
PUBLIC DISCUSSION: IS THE BAN RIGHT?
During the public discussion about the importance of music classes, a student protest was ignited on
Facebook…
8. 9. 2014
Music teachers disapprove the results, advocates
students.
Professional musicians share their stories of role music had
during their maturing.
Psychologist confirms music influence the concentration
of students.
SAY YES TO MUSIC AT SCHOOLS
10. 9. 2014
Please show their affiliation by liking the Facebook Page and adding the symbol of protest on their profile pictures.
• News related to affair are shared and discussed• A protest song was composed by producer Mike Trafik• Videos showing fascinating influence of music at schools spread the
existence of protest(hacked school bell, beatbox, students drumming on things)
• Red earplug headphones are distributed among active members
After the protest creates momentum, TV Óčko express their support..
ÓČKO EXPRESSES
SUPPORT TO STUDENTS
20. 9. 2014
TV Óčko states it doesn‘t make sense to ban music at schools:
• Starts to merchandise read earplug headphones to masses• Critics say TV Óčko just want to preserve the viewer ratings
(to feed the discussion)
TV Óčko reveals a competition that aims to show student‘s abilities on music production process at schools..
CLASS HEROES IDENTIFICATION
from 10. 9. 2014
Students trust only to each other or people they admire:
• Class heroes influence what is trendy at the group• We identify the heroes by social analytics methods within active
protest participators• We invite them to see the backstage of TV Óčko talk shows, meet with
the professional musicians and see the recording studio to create strong experience
• They will be told about the importance of active participation on music, the competition will be explained.
And the musician ask for spreading the message to classmates and stay in contact for future advices.
MUSIC IS YOU
CLASS HEROES
IDENTIFICATION
ÓČKO EXPRESS SUPPORT
TO STUDENTS
LESS MUSIC AT SCHOOLS
PUBLIC DISCUSSION: IS THE BAN RIGHT?
SAY YES TO MUSIC AT SCHOOLS COMPETITION
EDUCATIONAL VIDEO PROGRAM
EMAILING WITH SCHOOLS
AND MUSIC TEACHERS
TV SHOW
MUSIC IS YOUprogram
by
Bring Attention
Build Awareness
Activate
data source: http://toiler.uiv.cz/rocenka/rocenka.asp
OBJECTIVESStudentsTo make music classes relevant to real life of studentsFrom listereners to performersMusic classes are collective and fun
TeachersTo explain the project an role of MŠMT and T V ÓčkoTo provide them with support but not directives
Deliver 200 songs performed by classes (and uploaded)35 000 schools, 600 000 user 13-18 on FB, at least 1% of all are heroes
Strategy: Say yes to music at schoolProject name: MUSIC IS YOU
The Cost of Strategy FB: 50 000 CZK (6-9 CZK CPC)
MUSIC IS YOU
CLASS HEROES
IDENTIFICATION
ÓČKO EXPRESS SUPPORT
TO STUDENTS
LESS MUSIC AT SCHOOLS
PUBLIC DISCUSSION: IS THE BAN RIGHT?
SAY YES TO MUSIC AT SCHOOLS COMPETITION
EDUCATIONAL VIDEO PROGRAM
EMAILING WITH SCHOOLS
AND MUSIC TEACHERS
TV SHOW
MUSIC IS YOUprogram
by
Bring Attention
Build Awareness
Activate
60 000 students on Facebook -> 6 000 class heroes -> if only 5% of all influenced classes -> 200 uploaded videos
