YOUTH ADVERTISES

FOR EUROPEJugend wirbt für Europa

I GIOVANI FANNO PUBBLICITA‘ ALL‘EUROPA

2008 – 2010

Comenius Project

SUMMARY

• The main goal of the project was to broaden young people’s knowledge regarding the opportunities of studying and working abroad. The task was to create advertisements in order to promote what EU offers young people.

• At the same time the project promoted the development of pedagogical solutions in the field of long-term learning and of the innovative methods based on TIC.

• The seven schools involved are located in Germany (coordinator school), Slovenia, Greece, Poland, Lithuania, Finland and Italy (Barga, LU)

• The first year of work was devoted to the analysis of commercial advertising strategies. Criteria for the evaluation of commercials were chosen and handed out to the students of the participant schools as a questionnaire.

• The differences that emerged after analysing the results, led to discussion among the students of the international groups.

• In the second year of the project our work aimed at organizing a competition for the best advert created by young people for young people.

• The products of our work were put on the school web site of each participating school.

• Activities were carried out during the seven project meetings (each school was visited by all the other participant schools) and as part of the school curriculum of some of the subjects.

• The schools exchanged information actively by internet, telephone, fax and e-twinning.

1st meetingGIEBICHENSTEIN GYMNASIUM

THOMAS MÜNTZERHalle

Germany – November 2008

After an introduction of each participating country, groups of students are formed in order to analyze the role of advertisements in daily life

Each group prepared 10 criteria for evaluating advertisements.

The best 15 criteria were selected and a questionnaire for assessing individual

The questionnaire was tested

advertisements was designed (fully agree – mostly agree - partly agree- don't agree)

project task for the meeting in Greece: Pupils assess one international advertisement (Coca Cola) and one advertisement typical of their own country.

furthermore they analyse results and present them as a diagram.

The work of the first project week was evaluated and suggestions were made for the next meeting in Greece.

Besides the work on the project, we visited:the Bundestag and Berlin.The local newspaper “ Mitteldeutsche Zeitung”.

The historical centre of Halle.The “Media Centre” of Halle University.

Greece- February 20092nd meeting

33 GYMNASIO of ATHENS

Athens

Each participating country presented the spot examined in their own schools, explained the reason of their choice, as well as the results of the analysis, elaborated by excel.

The different advertisements chosen by each school were again examined and discussed by all the participants.

• four linguistically and nationally mixed groups were formed

• each group reviewed the results (diagrams) of individual countries and found similarities and differences

• groups reported on the analyses

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each group chose the most important criterion out of a 15-level scale, arguments for the choice were presented

A new 7-level assessment scale was formed, which included the following criteria: •music •memorability•humour •clear message•appropriate for general audience•original idea •slogan; the criteria were to be used in Slovenia.

project task for the meeting in Slovenia:

find two Internet links, where EU advertisements attract European youth.

During our stay in Athens we visited:The Acropolis, the Ancient Agora, Licavetto hill, the Parliament, the districts of Plaka , Monastiraki and Gazi, the National Archaeological Museum.Two trips to Sounion and Delphi were made.

Slovenia – April 2009

3rd meeting

Gimnazija Plecnika Ljubijana

Ljubijana

The internet links (advertisements), chosen by the students of the different nations, were shown to find ideas that could be used to produce a new spot.

Mixed groups were formed and three internet spots were chosen among all the spots shown.

The students in groups discussed the advantages/benefits that EU offers young people (education, student exchange, rights).

The groups then decided which advantage/benefit could be promoted. “Youth and education in Europe”was chosen.

In Ljubijana we visited the Parliament the EU building and the Town Hall where we met the Mayor. We also visited Skocjanske caves and the town of Pirano.

Poland September 2009

4th meetingSECONDARY SCHOOL n°3

“J. H . MALECKICH”EŁK

Mixed groups were formed and a questionnaire was given with the aim of discovering the skill of each student. The results of the questionnaire lead to the formation of 4 groups which had to work, with different tasks , in the second project meeting.

Three spots were shown as examples.

In groups, the students discovered the advantages of the education system in Europe and wrote them on a poster.

An expert gave some advice on how to produce every kind of advertisement: 1) Enjoy yourself and have a plan 2) Know the target audience 3) Know what you need and what you can offer 4) Decide which means you want to use in order to pass on a message.

Helped by one expert per group, each group produced a spot entitled “ Youth and education in Europe”.Four spots were produced: one for the television, one for the radio, one for internet and a cartoon.

At the end of the work every group presented its product and gave the following information 1) The target audience 2) The equipment 3) The music

In Poland we visited Elk and the old Water TowerVarsavia and its Castle and the studios of the national TVThe studios of the local radio:RADIO 5 During the visit one of the German teachers was interviewed

The national park of Masuri lakes with kayaking on the river Krutynia

The Town Hall where we met the Mayor

Lithuania December 2009

5th meeting

Kauno Stasio LozoraičioVidurinė Mokykla

Kaunas

A report on “Presentation and evaluation of the project work” was presented.A lecture entitled “How to make a good advertisement” was given by a professor of Kaunas UniversityFour multicultural groups were formed with different tasks: production of: TV spot, radio spot, a cartoon spot and musical spot.

At the end, the musical team and all those present sang “We are the world” in the music lab.

All the products were shown to the partecipants. All the results were valuable and their messages were clear and effective.

In addition to the project work during our stay we visited:The town of KaunasThe SPA center of DruskininkaiThe town of Vilnius

In the fourth and fifth meetings we experimented the creation of different kinds of spots as a training aimed to help the achievement of our individual spot.

As a short summary of what we have done so far we can state that:

In the first two meetings we analyzed the commercial advertisements in order to understand the criteria to be followed when producing a good commercial.

In the third meeting we decided what to advertise, that is: “Youth and education in Europe”

• In the sixth meeting we worked on the Contest which will take place in Finland : how to hold and stage it, how to find the winner(s), how to judge the adverts and criteria for assessment.

• In the seventh meeting we carried out the contest and founded the best product.

ITALY FEBRUARY 2010

6° MEETINGISTITUTO SUPERIORE DI ISTRUZIONE DI BARGA

Barga (Lucca)

In Italy students worked on to make clear all the details how to organize the contest which will take place in Finland.

•How to organize the contest

•How to find the winner(s)

•How to judge the adverts and criteria for assessment

The students formed four groups, who discussed these topics and wrote the results on the posters.

• After discussion together the following principles were decided:

• There will be two panels of jury, who give the votes to the adverts.

• The first panel consists of 10 persons, one teacher from each country and three persons who are not involved with the contest (the “experts”).

• The president of the panel is a German teacher.

• The second panel of jury consists of two students from each country.

The panels give 1-5 points to each criteria: 1)the advert catches the eye, 2) the slogan is catchy and sounds good,

3)the advert is easily memorised,4) the advert is creative and innovative, 5) the mesage is clear and 6) the music is good. The points in criterion 3 and 5 are doubled.The teacher’s panel chooses the best idea,

the best slogan and the best music, and the both panels together choose the three best adverts.

In addition the students made suggestions about what kind of prices the winners shoud get and what kind of program there could be in the price giving ceremony.

During the hard project work we visited Pisa,

Lucca, Florence...

...the wind cave and the local television ( Noitv).

FINLAND APRIL 2010

• 7° MEETINGIISALMI LYSEUM

IISALMI

At the beginning of the last meeting a Power Point presentation about the project so far was shown. The coordinators discussed the contest and made quite a few changes to the arrangements which had been decided in Italy. All the participants had finished the work with their adverts, and the results were shown in raffled order to the audience and the panels of jury. All schools could show excellent results of two years hard work, and the adverts were really good.

Most of the adverts were videos, one was a web site and one a Power Point presentation.The decision of the panels:•The best slogan: Greece•The best idea: Finland•The best music: Poland•1.price in total competition: Finland•2. price Slovenia•3. price GreeceThe winners got rewards and every participating school got a diploma.

During the last meeting there were also excursions to the town of Kuopio ...

...and Rautavaara Turist and Camping Center.

CONCLUSIONS

• During the two years of work project we promoted the mutual acquaintance among the partecipant schools.

• At the same time we produced 5 videotapes, 1 presentation in power point and a 1web site aimed to encouraging European young people to find out education in Europe.