OUGD505 - Product, Range & Distribution - Social Mobility Brief

With the 'In Case of Prejudice, Break Class' manifesto now serving as the rationale for further work, I have decided to revisit Concept 03 from the Idea Generation phase of the project:

Concept 03

A campaign focusing on ambition as the driving force of social mobility, encouraging those from lower-socio-economic backgrounds to not allow prejudice and discrimination to hold them back, but to instead ignore the apparent limitations of class and become more informed on how to achieve goals. Through abandonment of class, barriers and injustices may be alleviated.

Social Mobility Brief

The Problem

Britain has been ruled by system of class which aims to divide and separate for as long as many can remember, inspiring prejudice and discrimination of the lower-classes through stereotype and false representations in the media. Though the system used to be simpler with only upper, middle, and lower class groups, over time it has become more complex.

Following the Great British Class Survey in 2013, a new system including 7 groups was introduced to the country, putting the nation in to 7 social classes from Elite to Precariat with many middle-classes in between. This and previous systems' aim to pigeon-hole society into different social strata brings failure in recognition of the complexity, individuality and diversity of 21st century Brits.

In addition to the failure to effectively represent the true diversity of the nation, the system is also flawed by the glass ceiling, or class ceiling more fittingly, it inflicts on society. This makes endeavours of upward social mobility an arduous task for those from lower socio-economic  backgrounds to transgress the limits imposed upon them through the circumstances in which 

they are born, such as location and parentage - these being the most likely determinants of what an individuals life chances will be.

These people are uninformed on the potentials of social mobility and therefore can lack ambition as a result of this, and consistent discrimination.

Aims & Objectives

To inspire social change through the provision of social mobility information and knowledge of the potentials for lower-class members of society to transgress the limitations and restrictions inflicted up on them by the British Class system. The output should detail the importance of having ambitions and
encourage them to not let any considered class act as a barrier - proposing they achieve higher status from their abilities and achievements and not from prescribed class.

Target Audience 

The target of this endeavour are members of British society from lower socio-economic backgrounds or the 'working class' who are unaware of social mobility potentials. They are most likely supporters of the labour party and feel that the British government is not working in their favour. Most probably this target has been subject to social prejudice since time in education and have therefore not achieved all that they are capable of. They are capable citizens who have been fed the idea that to have ambition is to be 'working above their station' and for some may need a gentle reminder that this is not the case.

Point of Delivery

Outputs may take the form of print advertisements, posters, leaflets, supporting collateral or event.

Deliverables

Campaign items in promotion of social mobility potentials to lower-class British citizens.