Alex Slippens Level 06 OUGD301 Leeds Pound Scheme [Brief 2] Background In times of recession it can take radical ideas to make a change. The Leeds Pound Scheme is based on the ‘Bristol Pound’ that is successfully up and running in Bristol. The Leeds Pound will be a complementary currency, designed to work alongside sterling, not replace it. The scheme would act as a plug on the money leaving Leeds, keeping it in the area to prosper the city. The Leeds pound can only be spent in independent, Leeds-based traders who sign-up to the scheme. This means that the money stays within local businesses and communities, supporting the high street. Anyone will be able to use printed Leeds Pounds. It’s a voluntary system. All you would have to do is simply exchange your sterling for paper Leeds Pounds at Access Points around the city and spend them in participating businesses. The Brief The brief is to create a new campaign for the introduction of the Leeds Pound scheme. The campaign needs to inform people how the scheme works? And the benefits it will have to the community. It will also have to persuade people to sign up to the new scheme. The designs will have to be conceptualise for the artwork on the paper bank notes and coins. Target Market The Leeds Pound message would need to get to two different audiences with a common ground of keeping money in Leeds Communities. One would only work with the other. 1. Local Businesses and Shop Owners - For the scheme to work the campaign has to get local businesses in Leeds to participate in the Leeds Pound scheme. 2. Consumers. - It will be important to inform and pursued consumers to use the Leeds Pound, but they would only accept to use the scheme if there are enough Local business using the scheme. Deliverable’s - Logo/ Identity - Mobile App to inform - Conceptualised design for the bank notes and coin artwork. Deadline Final Crit 5th December 2012 Module Deadline 12th December 2012