Challenge   Some time ago I worked in a graphic design company , and we were asked to redesign some   posters for a charity . The charity was one of the oldest and best known in the country , but   their market dominance had been challenged in recent times by competition from several   new NGOs . The executives were set in their ways ; they employed the same tactics and   messaging for every marketing campaign . They wanted to stay with the ‘ safe ’ option - the   one which had worked for them for years - even though they were losing their core audience   to the fresh new competition . They were firm believers that the information had to be   presented in a specific way in order to honor the cause . We were tasked with coming up with   a marketing campaign which could regain strength and position within the market .     Selection   In order to speak to all audiences we decided we needed to tell a story . As expressed by   Billy Salinas in the ​Storytelling Tool​ video in Week 2 of this course , we had to create a   cause which people could easily understand and buy into . We realized we had to find the   right story , and the right way to tell it , in order to re - engage the customers and give the   charity executives the confidence to do something different .      Application   We started by looking at the most recent campaigns , including the core messaging and the   results generated . We saw that the messaging was often quite complex , dealing with hugely   emotive topics and language which was largely unaccessible . These campaigns did not   perform as well as expected on the street with customers . In fact , many customers were put   off by the complexity of the messaging . We fully immersed ourselves in the data and tried to   find the simplest ways to re - present it . This was very challenging as there was a danger of   oversimplifying these important messages , which could put off our internal stakeholders . We   needed their complete buy - in if we were to be successful .      In our research we came across some useful data , which we were able to break down into   very easily understandable actions . We brought in a designer who was briefed to illustrate   these steps in a visual language which was complementary to the existing language , but had   a more human focus . We simplified the customer ’s journey using written language they   could understand , without alienating our internal executives .      Insight   Our insights came directly from our data . We discovered that relating the work of the charity   to an everyday action by the man / woman on the street , was getting right to the heart of the   cause . We asked the audience to ( for example ) think of the time it takes to brush their teeth ,   and what else could be done in that time . We made the abstract campaign ideas something   which could be explained simply . We used infographics which cut down on the amount of   text used . We related the complex to the everyday .      The eureka moment for our team was realizing that we had to capture the ​hearts and minds   of the internal and external stakeholders , not simply reinterpret a complex message . With   open minds we were able to discover something so simple in the data which was essentially 

 the emotional core of our story . Once this had been found the rest of the project could be   envisaged and created without hesitation - the rest of the story told itself .     We brought our ideas to the executives the next day and they were on board instantly . The   campaign was rolled out and generated more funding in the first month than their previous   five campaigns .     Approach   I have often thought since : were we just lucky to come across this story , or would we have   been as successful had we employed another approach ? What was needed in this instance   was a story to bring together the separate stakeholders , and make something easy to   understand . We did n't start with a solution in mind , and difficult as it was , we refrained from   jumping to the end of the story before we had begun . This was design thinking before I knew   what design thinking was .      I believe that we could have come to a very different conclusion had we workshopped with   the executives and separately with a customer focus group . If we used mind mapping we   may have found other ways to satisfy both audiences that we had not considered . But I am   satisfied that our approach was right for this project , and it opened my eyes to the   possibilities that present themselves when we allow them time and space . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge   Some time ago I worked in a graphic design company , and we were asked to redesign some   posters for a charity . The charity was one of the oldest and best known in the country , but   their market dominance had been challenged in recent times by competition from several   new NGOs . The executives were set in their ways ; they employed the same tactics and   messaging for every marketing campaign . They wanted to stay with the ‘ safe ’ option - the   one which had worked for them for years - even though they were losing their core audience   to the fresh new competition . They were firm believers that the information had to be   presented in a specific way in order to honor the cause . We were tasked with coming up with   a marketing campaign which could regain strength and position within the market .     Selection   In order to speak to all audiences we decided we needed to tell a story . As expressed by   Billy Salinas in the ​Storytelling Tool​ video in Week 2 of this course , we had to create a   cause which people could easily understand and buy into . We realized we had to find the   right story , and the right way to tell it , in order to re - engage the customers and give the   charity executives the confidence to do something different .      Application   We started by looking at the most recent campaigns , including the core messaging and the   results generated . We saw that the messaging was often quite complex , dealing with hugely   emotive topics and language which was largely unaccessible . These campaigns did not   perform as well as expected on the street with customers . In fact , many customers were put   off by the complexity of the messaging . We fully immersed ourselves in the data and tried to   find the simplest ways to re - present it . This was very challenging as there was a danger of   oversimplifying these important messages , which could put off our internal stakeholders . We   needed their complete buy - in if we were to be successful .      In our research we came across some useful data , which we were able to break down into   very easily understandable actions . We brought in a designer who was briefed to illustrate   these steps in a visual language which was complementary to the existing language , but had   a more human focus . We simplified the customer ’s journey using written language they   could understand , without alienating our internal executives .      Insight   Our insights came directly from our data . We discovered that relating the work of the charity   to an everyday action by the man / woman on the street , was getting right to the heart of the   cause . We asked the audience to ( for example ) think of the time it takes to brush their teeth ,   and what else could be done in that time . We made the abstract campaign ideas something   which could be explained simply . We used infographics which cut down on the amount of   text used . We related the complex to the everyday .      The eureka moment for our team was realizing that we had to capture the ​hearts and minds   of the internal and external stakeholders , not simply reinterpret a complex message . With   open minds we were able to discover something so simple in the data which was essentially 

 the emotional core of our story . Once this had been found the rest of the project could be   envisaged and created without hesitation - the rest of the story told itself .     We brought our ideas to the executives the next day and they were on board instantly . The   campaign was rolled out and generated more funding in the first month than their previous   five campaigns .     Approach   I have often thought since : were we just lucky to come across this story , or would we have   been as successful had we employed another approach ? What was needed in this instance   was a story to bring together the separate stakeholders , and make something easy to   understand . We did n't start with a solution in mind , and difficult as it was , we refrained from   jumping to the end of the story before we had begun . This was design thinking before I knew   what design thinking was .      I believe that we could have come to a very different conclusion had we workshopped with   the executives and separately with a customer focus group . If we used mind mapping we   may have found other ways to satisfy both audiences that we had not considered . But I am   satisfied that our approach was right for this project , and it opened my eyes to the   possibilities that present themselves when we allow them time and space .
### Output: 