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Alina Rashid, Anahita Ruia, Juanita Castro, & Thomas Sloan

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Land Acknowledgement

We Are Here.

Neon Experience acknowledges the ancestral and traditional territories of the Mississaugas of the New Credit, the Haudenosaunee, the Anishinaabe and the Huron-Wendat, who are the original custodians of the land on which the agency operates. The Haudenosaunee Thanksgiving Address is a reminder of our (human) responsibilities as stewards to care for all living things and recognizes that all living systems are connected. This message of peace and appreciation of Earth informs the notion of sustainability, asking all decision-makers to consider how our actions affect the welfare of descendants seven generations into the future.

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Table of Contents

Slide 5	Our Team
Slide 10	Neon Experience
Slide 12	Findings
Slide 14	Regaining Trust
Slide 15	Campaign Concept

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Our Team

Juanita Castro

Anahita Ruia

Art Director & Graphic Designer

Art Director & Photographer

Thomas Sloan

Graphic Designer & Video Editor

Alina Rashid

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Alina

Skills:

Typography
Proficiency in Adobe Suite
Social Trends

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Anahita

Skills:

Photography
Copywriting
Time Management

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Juanita

Skills:

Photography
Playful Concepts
Creative Visuals

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Thomas

Skills:

Proficiency in Adobe Suite
Sound Design
Video Editing

I grew up in Vaughan, Ontario, and from a very early age I was interested in creative work. As a kid, I created YouTube gaming videos and stories with my toy trains and action figures. Today, I have an educational background at OCAD University, and specialize in Adobe programs such as Photoshop, Indesign, Illustrator and other Adobe Apps. On the side, I make hip hop and pop music that can be found on all DSPs. Although I have a formal education at OCAD University, I acquired knowledge of numerous programs through independent study. During my Grade 11 high school year, I was introduced to Adobe Programs, and I became invested and motivated to learn more about them. I used resources such as YouTube tutorial videos, and eventually I took college courses. However, the bulk of my learning came from constantly exploring and asking, "What if?" Being self taught in this field has trained me to always be curious and has lead me to develop a simplistic style for much of my work. In addition, it has challenged me to not give up and overcome obstacles in my design journey.

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Mission

With over 12 years of experience, Neon Experience’s forward-thinking minds create vibrant experiences with an aim to practice equality and inclusivity. We strive to use our diverse perspectives to create bold content catered towards young audiences.

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Vision

Neon Experience will continue delivering courageous, cutting-edge, and bold experiences. We will debunk and challenge negative statements through positive solutions that will eventually shine a light on the truth.

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Findings

People from all ages are filming lead testing videos.
At-home lead test kits are ordered online.
No information is available on how to scientifically and accurately use these tests.
Most of home test kits sold online are not approved by the Environmental Protection Agency.
Tap water could be altering the results of lead tests.
Most people are not aware that tap water contains lead.

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Insight

People want to find the truth by themselves and draw their own conclusions.

However, people don’t know how to properly use home testing kits and know very little about lead.

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Regaining Trust

What is the problem?

People are being mislead by influencers.

Influencers are assuming the position of educators and spreading false narratives.

Use social media platforms to reach social media influencers and teach them how to properly use the testing kits and show viewers how they have been misled by online information.

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Multimedia Campaign

Stanley cups would not be mentioned.

The best way to connect with Gen Z and Gen Alpha is through the same platforms where influencers are present, as well through interactive initiatives.

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Campaign Branding

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“Test for lead

but do it correctly”

Educating the public about lead test kits, the right way to use them, as well as proving that people don’t know much about lead and its scientific facts.

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Tik Tok Interviews

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Tik Tok Interviews

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Instagram Stories

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Instagram Stories Mockups

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Interactive Mall Kiosk

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Interactive Mall Kiosk

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Kiosk Mockup

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Kiosk Mockup

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Kiosk Mockup

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Kiosk Mockup

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Instagram Carousel Post

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Instagram Carousel Post

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Carousel Mockup

Posts are meant to educate the public. They tackle questions and

common mistakes people have made when testing for lead.

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Thank You