Unit 15/18
P1 Analysis Of Campaign
Aims And Objectives
The aims for this advertising campaign is to try to get the message across that more and more people are getting bullied each day and more victims are getting bullied and ending up taking their own lives as a result of the bulling they would receive. `The objective of this campaign is to show people the two mothers which their child has took their own life and they explain why they did it and how they got bullied and they want to get a message across to 'be kind' to one another. This is what the campaign is called and the main objectives is to show how bullying affects people and to get a message across that bullying needs to be stopped.
Target Audience
For the 'Be Kind' advertising campaign for bullying the target audience would be mainly aimed at people who are parents. The reason for this is because the message that ITV's 'Be Kind' advertising campaign is trying to get across is to be kind and that parents need to be more aware of what their kids may be getting into at school and if they're being bullied or not as well as them making a pledge for families to sign up to the pledge so that parents can watch the campaign with their kids. This means that the main target audience for this campaign is parents (adults).
Representation
When it comes to the representation for ITV's 'Be Kind' campaign they would have to think how they would represent both the mothers, they would have to treat them equally. For example they can't give one mother more sympathy than the other mother. They would have to treat them both equally and give both of them equal sympathy and they will need to be careful the way they come across to the mothers e.g sensible questions to ask them.
Campaign Message
when it comes to ITV's campaign 'Be Kind' they try to send out a message to the audience. The message that they try to send out is that bullying needs to be stopped and its ending up for victims that have been bullied to end their lives. They also try to get the message out that people need to be kind to one another and how serious bullying is getting in todays society and it needs to be stopped.
Legal/ethical issues
When it comes to the campaign that ITV made they would have to think about both legal and ethical issues before they would of released the campaign. One legal issue they would of had to think about is the copyright act. The reason for this is because if they wanted to use any music which is copyrighted they would have to ask permission from the owner of the specific music as well as buying it from them. A ethical issue they would have to think about is how they would come across to make this campaign, they would want to think about not offending any religions or races/ethnicities in any questions, language they use or in the way the parents talk. Another issue is language. The reason for this is because if there is bad language used it can affect the audience and any young person watching could pick up from the bad language and use it themselves.
Print based adverts for the campaign
When it comes to print based adverts for the 'Be Kind' campaign there is press releases from ITV to be put on other websites. For example ITV would make a press release to be put in the ok magazine or on express.co.uk. This is one example where the press release for the 'Be Kind' campaign has been put onto www.express.co.uk in both audio visual and print format with the video and comments ITV wanted to put on it below.
Regulatory Bodies
When it comes to the campaign that ITV made 'Be Kind', before they would of released it they would of had to send it to the regulatory bodies to check its ok to release into the public. For example ITV would of had to send this specific campaign to ASA, the advertising standard agency. The ASA is a regulatory body that checks tv advertisements/programmes to see if it is ok to release into the public and works with Ofcom which also regulates tv shows to see what possible complaints may come in and any complaints that do come in and try to resolve them so it is ok to release into the public.
Method
When it comes to ITV's 'Be Kind' campaign the method that they did this is many different methods. The reason for this is because they used different methods to release it into the public. For example they made a press release to put on other websites as well as magazines and they put it on tv spots such as This Morning, the morning tv show where they done the actual campaign and 'This Morning' being a part of it.
Audio Visual Adverts For ITV's Campaign.
When it comes to the audio visual side to advertising the campaign from itv they show an audio visual which is shown to be live on tv but also on demand on social networks such as YouTube where it can be shown anytime. For example ITV would make an audio visual where at first it would be shown live on TV with the two mothers in an interview style then later on it would be posted on social networks like YouTube for anyone to view the audio visual anytime.
P2
Proposal
When it comes to the proposal for our anti-bullying campaign that we plan to make, we plan to advertise the actual product which is bullying as well as the aims and objectives for the campaign and the target audience.
Aims And Objectives
When it comes to the aims and objectives of our campaign that me and my team plan to make, the aim is to raise awareness of bullying and what todays society is like and how victims of bully's are now ending their lives as a result to them being bullied. The objective is to create both a poster about bullying and a audio visual which shows someone getting bullied then at the end they end their life which is to show the audience how hurtful bullying is and what victims are going through as well as victims ending their lives.
Target Audience
when it comes to the target audience for the campaign that we are planning to make, the specific type of target audience would mainly be parents. The reason for this is because parents are not aware of what their son or daughter go through at school and children are more likely to keep quiet if they're being bullied and they don't tent to tell their parents. The main reason as to why parents of children that their children go to schools is because we aim to make parents more aware of what their children could be going through at school and for them to be more aware. Another target audience would be victims of bully's themselves. The reason for this is because for the poster side of the campaign they can look at this and get the message that they are not alone and they can get help with the bullying
Campaign Message
When it comes to the campaign message, we are going to try get the message of how big a issue bullying is now and what victims of bully's are now doing as a result to bullying and that parents need to be aware of this. Another message that we are planning to get across is that victims of bully's are not alone and that they can get help to solve bullying whether that being at school or anywhere else.
Legal/ethical issues
For the campaign that we are planning to do there may be some legal and ethical issues that come along the way. One legal issue that may come along the way is the copyright act. The reason fort this is because if me and my team device to put in music that is copyrighted in the audio visual we wouldn't be able to put the audio visual online unless we buy the music of the owner who owns the song. An ethical issue that may come across to us is racial abuse. The reason for this is because if my team decided to film someone getting bullied with hateful racial comments, people may be offended which would mean we would have to take the racial comments out so me and my team would have to think about what language can be used in the filming and printing sides to the campaign.
Production Schedule
Here is the production schedule that me and my team are going to do the specific dates where we make the production.
Location
Here is the location recce that me and my team will be following for the campaign as we make the production.
When it comes to our campaign me and my team will have specific launch dates as to when we will release the campaign for the specific components such as the print side to the campaign and the audio visual side to the campaign. For the print side to the campaign we will plan to release it by 15th of June so that we have enough time to get the photos we need and enough time to edit the photos to make a print poster which shows our campaign on. For the film side to the campaign we will plan to release it by the 22nd of June. The reason for this is because we need enough time to get out footage together and need enough time to edit the footage to make an audio visual for our campaign.
Campaign Launch Date
P3
Generation Of Ideas
When it comes to the generation of ideas for out chosen campaign that me and my team are going to make, we came up with ideas such as to make a audio visual where the victim who is being bullied end up ending his life as a result to bullying to show people how powerful and hateful bullying is. The reason as to why we are doing this is because the campaign that we are going for is a anti bullying campaign that will lead into our research which is the ITV be kind campaign. For the print side of the ideas we thought to get a shot of the victim who is being bullied in the shot and then the victim will be shaded in grey to show effect. Another shot we was thinking of doing is a shot of the bullies laughing at the victim and the victim shaded in grey for effect.
Pre Production Materials
For the pre production materials we came up with sample footage to give an idea what our campaign will look like. Below is the audio visuals for the sample footage which we will use in our campaign.
Production Plan
This is the plan that me and my team will follow to make the actual campaign both for the print and audio visual side to it. This is how we are going to make it and what we will follow. Here is a production schedule to show what we will follow.
Location Recce
This is the location recce that me and my team have made for when we film the final product and shoot the final product both for the audio visual and photo side to the campaign we plan to make.
Fonts And Graphics (Audio Visual)
For the fonts and graphs for the audio visual, me and my team were going for a fade affect on the victim of the bullies. When we record it we will get a shot of the victim in a chair then a shot of just the chair so we can add in that fade effect to represent that the victim ends his life later on in the film. The types of fonts we will go for is a simple but bold font so it stands out to the audience and we will add this in the end of the film so people can understand the film and read the text and understand the purpose of the film.
Storyboards
This is a storyboard for one of the photo ideas that we had for the bullying campaign that me and my team are going to make. In this storyboard we start up with the setup of the shot of the victim being bullied by the bully. The next stage is where we get a close up shot of the bullies hand pushing the victims face onto the table which is where the shot will be taken but leaving space for any texts needed to edit on photoshop. The next stage is to edit the photo on photoshop making any changes that may be needed. The last and final stage is to print the poster off in different sizes so they can be put all over walls billboards or anywhere needed.
This is a another storyboard idea that me and my team came up to make for the print side to the campaign that we will make. In the first stage we set up the act for the photo where the victim is in focus and the bullies in the background are laughing at the victim but they won't be in focus. The next stage is to take the actual shot then edit any changes needed on photoshop which will lead into the last stage to print the finished product off in any sizes needed.
This is the storyboard idea that me and my team came up with for the audio visual side to the campaign that we will make. The first stage is where the victim is on his own in the class and the bullies laugh at the victim and make jokes about him such as "loser" etc. The second stage is in the same scene but a close up shot on just the victim to show how sad he is and to give an effect to the audience. The next stage is another scene where the bullies speak about the victim and say how stupid he is and just making nasty jokes about the victim. The next stage is another shot of the victim but on his lunch break and he is on his own and no one gives him company and just ignores him and how he feels. The next shot is where the bullies see the victim and start to physically attack him bullying him. The last scene is in the next two stages where the victim is walking up to a tree when school is finished and then he ends his life by hanging himself. At the end we will add any texts needed such as "bullying is a serious matter, help to stop it now" to give a effect to the audience and to make them realise how serious this topic is.
Risk Assesment
This below is the risk assessment that we made to show what possible risks may come along the way when we go to shoot the photos we need and to film what we need to make the actual campaign.
Budget
This is the budget that me and my team made when it comes to what we will have to spend in order to make the final product for both the print side and audio visual side to making the campaign.
Both of these photos are both photographs and a draft layout. The photo to the left is what me and my team took as a scenario where the bullies laugh at the victim which is what me and my team were trying to create. The photo on the right is a draft layout of the photo that was on the left. Me and my team were trying to crop out the victim by making him "colourless" to show that his emotions are drained and that he thinks his life is pointless so we edited this in photoshop to show this affect and added "why bully" into it.
Fonts And Graphics
The type of fonts and graphics that me and my team we plan to use in our print side to our campaign is effects such as making a specific person darker like in this draft layout we made and types of texts with the colour schemes where it suits the scene.
P4 Presenting Our Pitch
for this part of the unit we presented a pitch for our campaign ideas and how we we would make the campaign and what we plan to do. As we presented this pitch we was given feedback both positive and negative. Me and my team will use this feedback to improve up on our campaign when it comes to making the final product both for the print and audio visual side to the campaign.
Feedback From Pitch
When we presented our pitch for our campaign which was based on anti bullying we had been given feedback both positive and negative which can help me and my team to improve on how our final product will look like and so that it suits the audience better
Actual Pitch
Below is a pdf of the pitch me and my team made to present based on our campaign.
Feedback PDF- Reece Morrel
Below is a PDF which was feedback given by Reece Morrel on our pitch that me and my team presented to him.
Feedback Elliot Lamb
As we presented our pitch that me and my team made we also presented it to Elliot Lamb which we was given feedback from. The good feedback that we were given by Elliot was that there was nice background showing that the subject matter is a prevalent issue and that there is a strong belief behind the campaign from not just me but all of my team as well as us having good ethical considerations and finally good sample footage's and print samples that both match the style which shows an intended 'fly-on-the-wall' style. The negative feedback that was given for us to improve up on was that me and my team needed more consideration on how the outcome of the campaign will be from the audience... What is the call to action we would need to think about. We were also told that we need to strengthen up the story line so that the accuracy is shown of an average young persons bullying is shown. Another thing we could improve up on based on Elliot feedback was that we have strong areas being explored but we need to speak to the safe guarding team so that we can have better themes and how we approach our ideas. Our branding house style was briefly explained but another feedback that was given was that we need to make more graphic content to show the audience what the potential outcome can look like and as the final bit of feedback, we needed more detail in our budget. For example we needed to add professional hourly/daily rates being paid to crew members.
P5 Audio-Visual And Print
Final Audio Visual
Final Print
