From the research that I carried out, I have discovered that a wide range of people suffer from poor mental health. Young adults, from ages 16 to 18 years old suffer the most. Therefore I have decided to aim my advert at people of this age group. In terms of gender, it was an even split of men and women saying that they suffer from negative mental health which is why I have decided not to target a specific gender but rather keep it gender neutral so I can help a wider audience. Based on psychographics, my advert is aimed at strugglers, these people are usually students or younger people who need more structure and order.
A TV advert is a good idea for this campaign because it is more modern. Since the target audience is a demographic of younger people, they will be more likely to engage in the use of this form of media more so than any other. This is important because it allows the advert to get out to a wider audience which in turn makes it more successful because it helps more people. In additions to this, you don’t necessarily have to watch a TV advert to take in information, it can be listened to as well, so if you have it on in the background it can also be useful.
Colour: I am going to use different coloured lighting to convey emotion. I will use green lighting to connote a positive and stress free work environment. Blue lighting will be used to connote sorrow. Pink lighting will be used to portray a high pressure environment full off stress. This pink lighting will fade to red in order to portray a rapid increase in anxiety. This will all take place within a scene showing students take part in an exam, this is important in showing the effects that exams have on mental health. For all of the other scenes I will use low-key lighting in order to create a dull atmosphere which accurately represents how the students will feel on the inside.
Sound: Typically adverts include dialogue, however for my advert I will break this convention and use only music. I am doing this because I believe it will be more effective and will be better for my audience as it is easier to focus on just the text on screen with music which sets the tone being played in the background.
For my advert I want it to play out like a story. It should have a clear structure with a clear beginning middle and end. It should be simple but effective, easy to understand but very throughout to it can be used by anyone but also still successful and conveying the message. The main focus of my advert will be the effects of exams on mental health as this is something I understand more and know for a fact that my target audience will empathise with. I am going to use lighting to convey emotion because it is very unique and easy to understand.
My advert will appeal and attract the right audience because each and every member of the targeted demographic will relate to the situation presented because I know for a fact that they have experienced stress from school and family. It is human nature to feel this way. Each individual person could fill the role as the main character because they both share the same struggle which is why they will watch it, they see themselves in this character and want to know how they can get help. Even parents who are concerned for their children will be attracted to the advert because they were once in the same position as the main character of my advert. Everyone has shared this same struggle at some point in their life.
My advert will be successful because it is aimed at a large demographic whom constantly consume this form of media. It is serious in tone and follows general codes and conventions which help it appeal to an audience. It also has a great structure that allows audiences to relate and easily take in the message.
It will be a successful campaign because the purpose of the advert correlates with the values of mind. Mind’s main goal is to help everyone with any mental health issues but right now younger people are more at risk and need more support than ever which is why my advert is the right decision, it focuses on young people struggling with change as they take on the responsibilities of an adult.
My advert is the best choice for the smile campaign because it is unique enough to stand out but simple enough to present a message that everyone can understand. It portrays a story that conveys emotions which will touch the hearts of the demographic whilst simultaneously following Mind’s values and considers the purpose of their smile campaign. The advert tackles genuine issues revolving around mental health in younger people by using a relatable character which will help the target audience feel comfortable so they will actually feel motivated and safe enough to reach out to mind if they feel like they need help.
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