Visual Communication - "Bauchgefühl"
Creative campaign strategies
Course 224351a Visual Communication
Prof. Gabriele Kille
This module aims to deepen students' ability to develop conceptually well thought-out and target group-orientated communication concepts, which form the basis for sustainable communication in advertising. Upon completion, students will have significantly and creatively implemented the basic conceptual ideas.
Assignment in the winter semester 2024/25:
Creative campaign strategies to remove taboos from difficult-to-communicate topics
Society and attitudes towards complex and seemingly taboo topics or difficult topics and content have changed. More and more companies have now proven that creative campaign strategies can be used to break down attitudes and mindsets.
Solution approach and campaign objectives
Spread: A common but often concealed widespread disease that exists!
Create acceptance: IBS is okay - talk about it, it's not a taboo subject!
Encourage others: You are not alone, trust your gut feeling and take active action (encourage self-care).
Highlight challenges: pain, digestive problems, social insecurity. Achieve consideration: Show understanding, flexible planning (e.g. toilet breaks) and end stigmatisation
Implementation: Logo, claim, website, visuals, social media, print, OOH
Why "Bauchgefühl"?
Direct link to the gut: The term "Bauchgefühl" refers directly to the gut, which is at the centre of the problem for people with irritable bowel syndrome. It creates an immediate association with the place where the discomfort occurs.
Emotional component: The term "Bauchgefühl" is often used to describe intuition and inner perception.
Awaken positive associations
Positive and encouraging association: "Bauchgefühl" has a positive connotation. It conveys that you can and should listen to your own body, which is important for sufferers to develop a better understanding of their symptoms.
Addressing people on a personal level: The name creates an emotional closeness as it appeals to everyday consciousness. Everyone has a gut feeling and this also appeals to people who are not affected and who can make an intuitive connection to your cause.
Student team:
Jana Posedi, Marie Mayer, Sofia Veidenheimer, Elena Kimmerle, Kim Galleck, Sven Junak