HATE WEEK

Hate Week is a cup half full approach to life, aimed at the stereotypical grumpy age range of 40-60. It is a national event whereby through free literature, products and technological offerings, the nation can see the posivies in negatives.

The initial idea for Hate Week came from the novel 1984, by George Orwell which demonstrates a negative use of Hate Week, the purpose of which is to hate. I have flipped this on it’s head for the modern day where we should be thinking more positively. You may say you hate the rain, but it makes the flowers grow.

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INVITATION

To targed my audience most effectively I am catching them at their most grumpiest... the commute to work. Specifically focussing on rail commuters, there will be an invitation waiting for them on their train seat, giving them enough informtion about Hate Week and offering them free coffee and cupcake at their destination.

I propose that this could also be printed on seed paper. Once the informtion has been taken in, an invite is obsolete, however, by making it useful in afterlife it attaches another positive spin. The design would need to change slightly so more information for this could be added.

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PUBLICATION

By using an everyday essential of most 40-60 year olds I can promote positivity further without taking them out of their comfort zones. This publication will be available at all train stations, so commuters can pick it up on their way to or at their destination. It includes articles with a cup half full approach to everyday things, most people ‘hate’.

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There is a proposition for a stand which could house these publications, much the same as those that hold The Metro.

COFFEE & CUPCAKES

Generally classed as something we should aviod and hate due to calories and caffine, coffee and cupcakes are uplifting! They are the perfect product to promote Hate Week. These will be given for free at the train station relating to the invite. The same pattern follows over the design of these to enforce the event.

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TWITTER

My audience is technology driven and Twitter is the ideal method of distributing positivity nationally, aswell as promoting Hate Week. People could Tweet that they got a free coffee and cupcake and tag Hate Week. Hate Week profile could also Tweet positive outlooks on up-to-date relevant negative views.

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An app could also be proposed, which the user could type in a negative thing, such as the dentist, and the app could inform them of a positve view, such as a great smile. With my range, the Twitter profile is more useful as people can Tweet straight away and it raises the awareness of the event, whereas the app would only reach that one user.