Generally, Mind provides advice and support to anyone experiencing a mental health crisis. They do not discriminate no matter the person's situation and in fact encourage people of all backgrounds to come forward and seek help or take part in helping those who require aid. However for my advert i have decided to target a specific demographic, one which i can empathise with. This is an intelligent decision because if i myself am part of the demographic then it becomes significantly easier for me to make decisions which helps enable and engage the target audience. The thought behind my advert will come from a personal place which helps influence decisions so that i can produce the best product for my audience. The age range for my advert is young adults varying from ages 16 to 21 years old. All genders can engage with my advert however it will be specifically targeted at men. This is because, from the research that i conducted, men appear to struggle with mental health a lot more than anyone else. This is possibly due to stereotypes and stigmas based around men needing to hide emotion and appear strong. For my advert i want the main theme to be focused around a student struggling with overbearing school work. This is a smart decision because it is a common struggle that a vast amount of people share especially those who are in college or university ( people ages 16 to 21 ), These people will empathise and relate to the story more than anyone else which will help them receive the necessary information required for them to reach out and get support. M research showed that those who are part of marginalised groups suffer from poor mental health more so than those of privileged background. This may be down to factors such as lack of education and bullying, something Mind is trying to educate more people on. Part of Mind is focusing more so on people who come from marginalised groups withing society, this is important because a large majority of my audience also comes from these groups which is why my advert is the best option for Mind's newest campaign. In terms of psychographics my advert is aimed at strugglers. These are people who need more order and structure in their life. Generally students, they seek support which completely correlates the the purpose of Mind and all of its values.
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