Generation Z

By Edem Hayibor Digital Design Branding and Marketing Final Year Project 2016/2017

Creating a Web-Based Multimedia Campaign to Influence Young Minority Ethnics.

To create a web based multimedia campaign to positively influence young (14 – 19) minority ethnics. The content on the website shows different career paths available, encourages them to achieve high academic grades and highlights the benefits of working hard.
There were a number of objectives outlined for this project that helped to define an endpoint. Firstly, research was conducted to find the extent of underperformance and their underlying causes, secondly an analysis of successful media campaigns to determine their causes for success and finally to create number of multimedia content for the campaign.

These artefacts include:
- A website to host all the content
- A promotional video
- A quiz
- Interview videos

One of the key features of the campaign is the promotional film. It depicts the struggles of a young student who goes from underperforming to achieving a place at his dream job through hard work.

Another key feature of the multimedia campaign is the quiz. To boost interactivity with the target audience I created an attractive and engaging quiz. It consists of a series of questions designed to take the answers of the user and inform them of the career that is best suited to them based on the answers they provide.

Supervised by Dr Harry Agius

Edem Hayibor Edem Hayibor