Creative Brief for Youth Advocacy Training Institute Website Design

Objective (What are we trying to accomplish?)

Develop a user-managed information and communications focused website for the Youth Advocacy Training Institute (YATI)

Background
What is the Youth Advocacy Training Institute?
· A program that supports and enables the functioning of the province’s 30 Youth Action Alliances and other youth initiatives as part of the Ontario Tobacco Strategy
· A program that infuses youth development approaches with tobacco advocacy and civic activism while centering on youth development principles and advocacy strategies focused on tobacco control.

What are the overall goals or objectives of YATI?
· Support the development of youth leaders as youth advisors and youth advocates in the area of tobacco control through the focus on youth development principles and strategy.
What is youth development strategy?
A process which prepares young people to meet the challenges of adolescence and adulthood through a coordinated, progressive series of activities and experiences which help them to become socially, morally, emotionally, physically, and cognitively competent. (NationalCollaboration for Youth Members, March 1998)

· Programs that seek to achieve one or more of the following positive youth outcomes:
o Promotes bonding
o Fosters resilience
o Promotes social competence
o Promotes emotional competence
o Promotes cognitive competence
o Promotes moral competence
o Fosters self-determination
o Fosters spirituality
o Fosters self-efficacy
o Fosters clear and positive identity
o Fosters belief in the future
o Provides recognition for positive behaviour
o Provides opportunities for prosocial involvement
o Fosters prosocial norms

What is tobacco control advocacy and civic activism approach?
· Addresses several areas such as:
o teaching youth strategies to support and change local policies
o how to use the media to advocate for change
o how to analyze and mobilize the community through asset mapping
Ontario Lung Association YATI RFP
o how to identify community allies and opponents, among others.

Target

Primary Audience:
· Youth Action Alliances (Youth & adults that support youth)
Single message (What is the one thing we want to communicate?)
Increase the capacity of YAAs to communicate and access information relevant to their programming.

Insight (What do we know about the target that will help us?)

Youth are the most heavily advertised and targeted age group – especially in the areas of tobacco control.
Today’s generation of youth are the most media savvy ever. There is strong rejection of corporate propaganda/tricks with a preference towards smaller, more independent feeling organizations/companies.
Youth are comfortable and rely heavily on the Internet for information, communication and entertainment. They are very comfortable expressing themselves through technology.
These YAA’s are divided into 6 regions (South West, Central West, Central East, East, North, & Toronto). YATI Regional Program Coordinators and Regional Youth Development Specialists support each of these 6 regions.
Each YAA is composed of 1 adult youth advisor, 7-10 paid peer leaders, and youth volunteers.

Tone & Manner
· Youth-friendly
· Empowering
· Supportive
· Enabling
· Approachable
· Progressive

Key Messages
· Communicate the logistical and content information regarding mandatory trainings
· Registration tool for mandatory trainings and events
· Calendar of events for all regions
· User managed news section
· Regional pages reflecting events, resources, and needs of each region
· Online discussion forum for members to communicate with each other
· Access to downloadable resources and support in the areas of tobacco control, youth development etc.

Brand Character (how would our brand’s character best be described?)
· positive
· Credible
· Approachable
· Trustworthy
· Professional
· Open

Miscellaneous
Both The Lung Association and the MoHLTC’s branding and communications guidelines must be adhered to when developing the website.
The website should have reflect the tone & characteristics of the YATI brand.

Web design Solution:

1. Website "look and feel" should simulates the brand personality of the Client.
We produced several samples of the graphic user interface to choose from. All of them are using the same branding guidelines; we run it by target audience and the winning one went to production:

2. Choosing the right Content management System.
The site is holding 1000 users accounts, some security was required, we've chosen to build this website on PostNuke open source content management system.
3. Modifications to the system, new modules development. After installation the following modifications/new modules were developed, installed and tested:

- Interactive Ontario map
- Training module: set the training description, time and location, open registration, collect registrants info and present it to the admin in form of CSV file
- Custom questions module where admin can insert questions and type of answers to be displayed for all during the registration (allergy questions, accommodation preferences, etc)
- Prerequisites module: set up the prerequisites for training sessions to prevent registrations of non-qualified participants
- other, please contact us for the full presentation

If you like to visit the website press this link : www.yationlung.ca