America the Fat Creative Brief
Summary
America is fat. But Americans also need more than just plain facts to relay information. A graphical and factual approach to showing Americans why they are out of shape is needed.
Current Situation
The average American consumes 3,770 calories daily. This is almost twice the recommended amount. We need a way to illustrate to masses what is making up their
Proposal
In order to give Americans the facts they need along with the visuals they will pay attention to, the project will include a graphical representation of the data, as well as illustrations of the actual foods and food groups referenced. This will allow the audience to see how much of their diet is the problem, and what that problem is, specifically.
Target Audiences
Our primary audience is a Men’s Health Magazine reader. This man is 39 years old on average, married or single, with an income of $50,000+.
The demographic is fairly broad, as a college degree or a specific religion is not absolutely necessary to make the choice to eat and live in a healthy manner.
Our secondary audience would be adult men or women between the ages of 30-45 seeking a healthier lifestyle.
Goals
This infographic will be eye catching and informative. The goal is to educate the readers of Men’s Health about the consequences of our dietary choices.
The Message
America: Its only cool for Peter Griffen to be fat.
Requirements/The Medium
The graphic will appear on a one 8×10” page. Graphics will be made and composited in photoshop, and the final image will be in 300dpi .jpg format.
Promotion / Communication Plan
The graphic will be primarily communicated via print publication. It will also appear on the Men’s Health website, as well as Digg.com and link back to Men’s Health.
Timing
The infographic will be completed by May 7th, 2010.
