Research

When we were first discussing what we wanted to do for this assignment, we stumbled upon an organization in Sri Lanka called the Kind Hearted Lankans. The aim of this organization is changing someone’s life by making them smile and carrying out random acts of kindness to someone in need. This concept was the basis of our project. Since the team members are from different parts of the world, we decided to help out someone regardless of who that person is and their background.

 

For the campaign, we decided to continue documenting Carol's life and behind the scenes footage according to what we had initially discussed. The motive behind this decision is that video marketing is the most approachable way to market our content in this modern and digital age. According to Forbes, people access media content more frequently on their phones rather than computers. By watching video content on the mobile phones and on YouTube, the audience tends to remember videos they’ve watched. This approach is beneficial, because since we are promoting and campaigning our project using QR codes and video documentaries. The documentary about Carol is targeting the emotional aspect of the campaign. ​