That the target group will be interested at the campaign now

  I believe that after their attention are paid on me and that I have get their interest, now they should be desired enough to join the exercise.
  Since most of them have certain similar problems and that the exercise will help them solve the problem and it is better than the medicine, they would be willing to join the campaign.
  The desire that they show is just the entrance to the campaign, the more important thing is the execution of the daily exercise.

The way that I will interest my target group

  Since I have warned them of the computer disease, now I am going to make them interested at the exercise that I am going to introduce them. I believe that now they all want to do something to prevent themselves from the suffer of the computer disease.
  First of all, I will introduce them something that they must notice when they are using a computer. Like the sitting gesture, the distance between the eyes and the screen and the way that they hold the mouse and so on.
  Secondly, I will introduce them some exercise that they can do. For example, the neck exercise, turn your face left and right, head up and down and so on. I will also introduce them something about the back exercise and the waist exercise, too.
  At last, in order to improve the interesting, I will also introduce some small games that they can play to compete with each other.
  These are what I will do to interest the target group.

My message for the campaign

  The way that I am going to execute the campaign is to make the office workers doing helpful exercise during their work to get them rid of long time dull work which can cause serious physical damage to them to help them become healthy. So, I want to say to the target group ,"It is not good for you to work for hours at one time. You should take a break once in a while and have some exercise." So , I think my message could be : It is good for you to have exercise during your long-time work.

My concept for the campaign

  Since the target group is the office workers, and they pretty much have already had a hard working daily. If we want to sell them the knowledge of the prevention of the computer disease, then I think it will be hard for them to accept them. It is known that it is easy for people to accept knowledge in a funny and relaxed way, so I have come up the concept for the campaign "Funny game, funny work, Healthy life".

  In the funny game part, I am going to think about some games for the campaign that people can have fun as well as learning the knowledge of the computer disease.When they are playing these games, not only they can exercise themselves, but also they can interact with each other which is good for them to build a stronger bond with each other so that they can cooperate with one another much better which can get a better effect out of their works.

  Because their working life has been colored by these games, they may no longer feel themselves boring during their work. Because of their working identity, and their tool which is computer, their working life is generally dull.  This phenomenon is going to change with the occurrace of the campaign.

  With the practice of the helpful games during the campaign, they may on some level prevent themselves from the suffer of the computer disease. If they can continue doing the exercise, they will benefit from it well!

My idea to draw target group's attention

  The target group is the office workers in the big company. They spend most of their time sitting in front of the computer and typing. Because of executing the same action again and again, the function of the relevant body muscles are tired and that is when the computer disease occurs.
  As a research done in China shown that 90% of the clerks have the experience of headdizzy, backache and so on.
  The goal of the campaign is to help them to cure their disease and since the most of them have the similar  experience, my plan to catch their attention is the sympathetic pain. I will ask them question like , "Have you felt pain on your back while you are woking sitting on the chair:" or "Do your waists sore when you are using the mouse?" If they have the similar experience, then I believe that they will get attracted by me and that is when I will continue introducing them about the computer disease.

This is the poster that I design for the problem introduction.

 

Personas

Name: Bai Xue

Sex: Female

Age: 21

City:Guangzhou

    Bai Xue is a office worker in a company in Guangzhou. She is the Graphic Designer. Because of her career, she spend 90% of her time in front of the computer drawing pictures. She thinks her life is a little dull though everyday seems to be productive to her.  She starts her busy working day at 9am and finishes at 5pm. 

    During her working day, she sits on the chair and use the mouse of the computer to draw all kinds of pictures. But after a long time's work, she often feels her waist sore and a little painful as well as her back. Because there is a lot of work in front of her, she sometimes just ignores these phenomenons and keep working. Until one day during the weekend, a huge pain occurred on her back when she tried to get up from bed and also that is when she realizes that it is important to deal with the computer disease.

    Now she determines to pay more attention on her health while she keeps on working hard on her favorite job. 

 

Target group segmentation

  The target group of the campaign is the office workers in China. As is mentioned in the research which is already done in China that there are more and more office workers have become the victims of the computer disease, especially those who spend a lot of time with the computers such as the web designers, journalists, editors and so on.
  The research has shown that there is about 83% of the target group have the feeling that they feel their eyes tired. 63.9% of the target group have pain on their shoulders and backs and 56.1% have headaches and 54.4% don't feel like eating, sometimes they may even feel like depression. These phenomenons are very common among the target group.
  There is also data shown that most of the graduates from college have their first job experience in the city of Beijing, Shanghai, Guangzhou and Shenzhen, which are all famous cities in China and the percentages are 29.7%, 14.9%, 5.6% and 3.9%. They also spend their 3 years' time working in these places and the percentage of this are 30.4%, 18.6%, 5.0% and 3.3%. Because these cities are first-tier cities, so once the graduates find job among these cities, the chance that they change their jobs is small.
  There is another research point out that the pressure that the Chinese office workers take is much bigger than the Europe and America. Because of the pressure, the exponent of Chinese's anxiety has increased very quickly and oon the other hand, the exponent of the sleep and sex decrease.
  The white-colars in China are under so much pressure that they feel it as beyond their limit of inheritance. The investigation has indicated that 76% of the white-colars are at sub-health situation and the ones who feel strained have taken 60% of the group. The health group has just taken a pitiful 3%.
  The health situation among the office workers is worrying. It is essential to help them have a good working life.