After producing the various outcomes I wanted to receive some summative feedback on them to see whether people thought I had successfully answered the brief made. To do so, I made a survey and asked a variety of young people to send it to their friends. I managed to receive 43 responses from a variety of age groups - 16% were aged 13-17, 77% were aged 18-25 and 7% were aged over 25.
Overall, the feedback was very positive; over 90% of people thought that the outcomes would be easy to implement and effective in promoting responsible drinking. The set of regulation outcomes received the best feedback, with 100% of people believing that the regulations would be an effective way of giving users access to Drinkaware content within Facebook. Interestingly, 30% of people didn't think that the proposed regulations are necessary - the majority of those who chose 'other' said that they aren't necessary, but would definitely increase awareness of alcohol responsibility.
In terms of the ad campaign and poster, 3/4 of people said that the design would grab their attention. Feedback from those who chose 'other' said that it is hard to tell if it would grab their attention when not displayed on their Facebook timelines. Experiments on people's timelines could be one effective way of judging the video's effectiveness.
One really useful piece of constructive feedback received highlighted that I could have more illustrations in the ad, particularly at the end where the health effects are listed in type. I did consider this; however, I found it difficult to make illustrations for certain health effects, such as cancer. This is one aspect that would need to be carefully considered if the ad was developed further.
Another piece of constructive feedback that was interesting to hear was that I could focus on different social media platforms, such as Instagram and Twitter. Due to the fact that alcohol brands invest the most amount of money into Facebook, I kept my outcomes focused on it; but, if the outcomes were to be taken forward and implemented, other social media platforms would definitely be considered - especially in terms of the regulations.
The feedback for the game was very informative. Over 90% of people thought that the concept of combining mini games with alcohol responsibility is more engaging for younger audiences; however, 35% of people said that they wouldn't play the game. By reading the 'other' responses and overall development suggestions, it is clear that the game would need to be improved a lot. Some of the improvements suggested include adding sound effects and introducing different levels/incentives and leaderboards for competitivity. If I had more time to develop the app and work with a coder I would add such options to improve the user experience and overall fun-factor. By doing so, it appears from the feedback that people would be more interested in playing, and for longer periods of time. To fully judge this, further surveys would need to be made, as 3/4 of the people who completed this survey were aged 18-25.
In conclusion, I think that the outcomes successfully answer the constructed brief. Whilst the app needs a lot of development, the feedback suggests that all the outcomes are effective in being easy to implement, effective in promoting responsibility and clearly associated with Drinkaware. In relation to my dissertation, I feel that the practical outcome strongly links to my argument that tighter restrictions on social media platforms could have a positive effect on awaring people of responsible alcohol use and consumption. The time plan made at the start of this module was extremely helpful as it allowed me to produce outcomes to the best ability I could. As marketing and motion graphics are both areas that interest me, this practical project was extremely enjoyable and beneficial for my portfolio. I am going to try and get in touch with Drinkaware and the ASA to see whether the work produced could be of interest to them. All the digital outcomes produced can be found on the submitted USB; however, they can also be found on my blog.
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