askable

NZ

Central proposition To encourage New Zealand parents to become askable parents, and assist them in having open dialogue with their tween children on the subject of sex. To encourage New Zealand parents to become askable parents, to help reduce teenage risk taking. Encourage New Zealand parents to be 'askable' to help reduce teenage risk taking. Abstract [provide context] If kids want to learn to drive their parents do everything possible to teach them how to do so safely. How many parents make the same effort when it comes to the subject of sex? According to experts those parents are few and far between. Instead most children are learning about sex from the internet, television, music, magazines and their peers. And it's not just about sex a wider concern is for, whats been labled, age compression or lost childhood'. Tweens and young children are now been marketed to with what was once deemed only teenage consumerables. To take clothing as an example, when the style and maturity level between adult and child wear is compared the difference is now minimal. It is not just marketers creating the age compression issues. It is also our selves as humans. Research shows that girls in the 18th centuary hit puberty at approximately age 18, now it is age 12 and the trend is still on a downward spiral for both sexes. Concerning is the effect age compression has on sexual behaviour, when children aren't physiologically, emotionally or intellectually prepared. examples This is a perceived maturing of children as a result of exposure to more adult material and concerns. The need for supporting our youth is greater than ever to help enable smooth transition into the teenage years with the doors of communication already open. [something in here about this leading to greater risk taking later when in their teens]. Research has shown that teenagers of 'askable' parents are less likely to engage in adolescent-risk taking. My aim is to create a campaign that will promote positive communication between parent and their adolescent children on sexuality, relationships and other age compression issues [will it also offer help/suggestions?no i dont think it will? Euan has always said to not try solve the world in our major projects, I think a more robust simple plan ahead is to not get into specific details on specific cases, because everyone is different and they should really seek professional opinions. However if you mean help/suggestions on how to get the ball rolling in opening up communications on tricky topics then yes..]. It is hoped that parents will become reliable sources of information and assurence, on these often- uncomfortable-issues, to guide adolescence. A recent proposal was presented to the New Zealand Ministries of Education and Health by The Education Review Office recommending assistance for parents in educating their kids on sexual issues. [advertising specifics] Client: Ministries of Education and Health New Zealand T.A. -Low socio economic areas or schools with low decile ratings.

 -Parents whose adolescence are home alone for periods of time (i.e. while parents work) -Parents of children 11-14 year olds that have difficulty or don't talk about age compression issues. [outline process] I began my design response by reading New Zealand reports on youth, sex and communications issues in New Zealand (including Ministry of Health reports, the New Zealand Medical Journal and Families Commission reports). I then studied and visited local facilities that dealt directly with youth health (Vibe and Family Planning) as well seeing what was available at public libraries and online. The NZTA's 'Don't bail out just yet' campaign deals with similar issues and was a good reference point to start out. I attended a talk on 'Rasing Boys and Girls' by clinical psychologist, best selling author, with three television series and father of two, Nigel Latta. He ability to tackle challenging, stressful and health and safety issues in a way that brings them down to a simple, particle guide, with simple steps with doulps of good humour is remarkable. I also really enjoy the tone of his books and would like to carry this tone into my copy writting. [should give details on him child phycologistor what ever] talk (tonight) on [raising?] adolesents which will hopefully be of value as NZ parents seem to love Latta (insert here whatever it is that hopefully enlightens me further tonight). [yes] [rationale] What my research shows is that to communicate effectively to NZ parents the designs must outline issues of safety, health and communication but simultaneously have a humorous tone. Most international award winning advertising campaigns in this area pull on the emotive heart strings alone. I think aiming for this calibre is brilliant but the biggest challenge will be adding NZ humour mix (i.e. NZTA's campaign). [needs rewrite and more about what you still need to do] I propose to take this insight and research and develop it into an advertising campaign. This projects initial focus was on sex and communication between tween and parent. It has now opened up to be inclusive of age compression and teen risk taking issues, such as sex, drugs and media, I will need to look into these broader issues further. On completion of the post er I will conduct an anonymous survey through social media to gather further insights and data that will help in the ideation process.