In response to the critical feedback session, research into how mindfulness could feed into the concept and overall purpose of the campaign. The brief states the fact that galleries can be used as a time and space to relax, unwind and gather inspiration should be something that drives the campaign concept and design.
The idea of mindful living is something that is gradually becoming more popular amongst a variety of ages, not just adults. It was something that when first mentioned in the feedback I was unsure as whether or not I should use it because I was unsure if it would be something that students would engage with or take interest in. Social media feeds quickly made it apparent that a lot of influence and choices are based on this concept of mindful living and how more and more people are embracing it as part of their day to day routines. There is a known increase of mental health in recent years and it is apparent that there is not enough emphasis on the importance of recognising it and addressing it, especially amongst students.
In order to adapt the concept of the advertisement campaign in this direction, research into the meaning of mindfulness needed to occur. It seemed that mindfulness as an overall strategy and approach to thinking had lots of different definitions from lots of different people.
Examples:
- Thoughts, emotions, or experiences on a moment-to-moment basis
- Quality of being mindful or aware of something
- Being aware of your body, mind and feelings in the present moment, thought to create a feeling of calm
- Not overly reactive or overwhelmed by what’s going on around us
- Mindfulness is about observation without criticism; being compassionate with yourself
- Mindfulness means paying attention in a particular way: on purpose, in the present moment, and non-judgemental
Found quotes:
"Creative activities ease us into a process of focus, concentration, absorption and flow, the same process we experience when we're meditating."
The best way to capture a moment is to pay attention. This is how we cultivate mindfulness. Mindfulness means being awake. It means knowing what you are doing." - Jon Kabat-Zinn
After a lot of research, design development and discussions with peers the final concept and tag line was created.
Final concept:
As a campaign that is trying to promote the idea of mindfulness within gallery spaces, the quote (The best way to capture a moment is to pay attention." - Jon Kabat-Zinn) reflects on the idea of creating moments by paying attention. The artwork has been developed from well known paintings and changed with the influence of mindful colouring books. The white window is an important part of the campaign as it represents the captured moment and how for that moment, whatever length of time this may be, that part of the picture has your full attention.
Final quote:
"The best way to capture a moment is to pay attention." - Jon Kabat-Zinn
Final tag line:
Moments _with Art Fund
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