PANI

For 4 months I participated in the PANI advertising competition in which I worked with a group of 2 other graphic design students, 3 marketing students and a mentor group from Mammoth advertising agency to come up with an idea for a campaign for a local charity (The Laurence Trust). The charity's aim is to raise awareness for men who struggle with eating disorders, and was created by Pam Nugent, whose son Laurence sadly passed away from health issues caused by his eating disorder.
During this project I took into consideration the sensitivity of the topic we were creating a campaign for. I took care to research more about men's eating disorders and I posted questions to online forums to ask men who had experienced the issue themselves about their opinion on what would be suitable, effective and helpful. I was determined to come up with a concept that could have a positive impact and wanted to treat the issue with care.
Also following research into Pam and her family, I found that an important part of the charity was that their brand followed a theme of superheroes, in honour of Laurence, who loved comic books. From this research my group and I came up with the concept of a superhero theme, and I came up with the idea of a concept of "redefining superheroes." I thought this would be a good way of keeping the charity's theme but also a healthy way to approach topics of mental health issues and be relevant to men. Our group was commended on our presentation skills, our design and our concept by the client.