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1. Rationale
Part one target audience
The aim of switchoff is to convince teenstobalance ontime spentondeviceswithstudytime tohelp
themlearnand become more successful duringthe leadupandexamperiod.Thiscampaignisneeded
as accordingto researchteensiqcan drop 10 iqpoints whentheyknow theyknow theyhave anunread
message.Furthermore,itwasfound15-year-oldmalesspend15hours online andfemalesof the same
age spend21.5 hours.
Its maintarget audience is14-16-yearold’sof bothgenderandall social grades.This isbecause the
campaignisfor all students;tohelpthemconcentrate ontheirworkto getthe bestpossible grades.The
productwill have toconnectwiththe target audience;itmightinclude:trendymusic,youngactors,
brightcolors,lesstextandfast editing.Thiswill appealtothemasthe youngergenerationare asa
majorityfall intothe explorerspsychographic.
Primaryresearch
I handedoutthissurveybelowthatI made to 10 studentsinmyclass
Male female
Age
How longdoyou spendonline?
1-4 hours 5-8 hours 9+
Do youcheck yourphone before bed?
Yes No
Do youdo any extraactivitiesthatdoesn’tinvolveadevice
What do youdo on yourdevices?
Accordingto mysurveywhichwasgiventoa groupof studentswhowere 50% male and 50% female
withthe meanage of 17; 100% of studentssaytheychecktheirphone before sleepeverynight.
Furthermore,60%say theyspend5-8 hoursonline andthe remaining40% sayingtheyspend9+ hours
online.Mysurveysare notgreat; thisisbecause I have notsurveyedthe targetaudience.Isurveyed
people inmyclasswhenIshouldinterview people betweenthe age of 14-16
Secondaryresearch
“Look up” byGary Turk wasan advertto tell everyone to“lookup”fromtheir phones.Itincluded
narrationand inspirationalmusic.“Canwe autocorrect humanity”wasanothervideobyPrince Ea.They
bothhad inspirational musicandnarrationsoit’sa conventionthatImay use inmy product.Both

2. productshad poetrywhichiscatchy and will be memorabletothe audience.Furthermore,inboth
videosthe narratorlooksintothe camera whichiscreatingdirectmode off addressmakingthe audience
more investedinwhattheyhave tosay. Many postersonthe subjectI lookat have bright colorswhich
will grabthe eye of students;inthe posterand videostheyshow statistics.InmyproductI will use
statisticsasit isdirectinformationwhichismemorable tothe audience.
The client
Switchoff isa governmentprogramwhichaimstoconvince studentstobalance the time spenton
deviceswithtime doingotheractivities;thisistheirmaingoal.Since it’sagovernmentorganizationit
meansall productsmustrepresentthemwell,thismeansitmustbe PG. Since thisprojectisfundedby
the governmentthere isalargerbudget;however,Iwill still needtobe cautiousonbudgetas thisvideo
won’tturn a profit.SoI will needtomake a budgetthatis reasonable.Fromthisproducttheywishto
achieve toconvince studentstobalance their time ontheirdevicestotime studying.
Ideas
My firstideaisto have twostudents,Itwill cutbetweenthemonthe leaduptothe exam.Benwill be
on hisphone or othertechnologythenitwill show Mollyrevising.Itwill constantlycutbetweenthem.
Mollywill looktowardawall of stickynotes;the noteswill saystuff like “85% of studentschecktheir
phone before bed”andotherfactslike that.In Ben'stextsitwill saystuff like “Knowingyouhave a
unreadmessage canleadto a drop of 10 IQpoints”.
My secondideaisananimatedshortmovie inthe childfriendlyanimationof somethinglikeadisney
movie.Thiswill engagethe audienceasitshowsthere hasbeeneffortinmakingthe productandthat
the message isimportant.The protagonistwill be male (16) anditwill show himonhisphone before
lessonstarts.He is surroundedbystudentswhoare justtalkingtoeachotherwhilstourprotagonistis
on hisphone.We knowhe isthe protagonistsince he will be inthe centerof the frame andsince he's
the onlyone on hisphone he will be the oddone out. Youwill heardiegeticsoundsasthe classof
studentswalkintothe classandsit down.The classroomwill have workhungonthe wall and an
alphabetacrossthe top of the wall.There'sabig white boardthat says "2 lessonstill the exam!". Asour
protagonistsitsdownhe will puthisphone inhispocket,thiswill be seeninaclose shot.The teacher
starts talkingfor5-6 secondsthenwe will heara vibrationwhichwillalsobe indicatedonscreen.The
vibrationiscomingfromhispocketmeaninghe hasreceivedamessage.The soundof the teacheris
nowslowlyfadingout.Thenwrittenonscreenitsays"Knowingyouhave anunreadmessage canleadto
a drop off 10 iq points"Thenthe screen fadestoblack.
My thirdideaisto have a mad inthe kitchenandthe advertwill be adirectparodyof the "brainon
drugs"advertfor drugs free america.Itwill have ateenage male talkingtothe cameraina mid shot
straightaway.He says"for anyone unclearwhatsocial mediadoestoyourbrainthisis it''. He thenwalks
to the stove and pointstoan egg "Thisisyour brain"thenhe pointsto the pan "thisissocial media''. He
thencracks the egg and cooksit saying"thisisyourbrain onsocial media".The screentenfadesto
black.I believethisisashort buteffective comedicaddwhichwouldbe effective tothe targetaudience.

3. Pitch
My pitchisa one-minute movie called“switchoff”;isaninformativevideotoshow the targetaudience
of 14-16 the benefitsof balancingtime onlinewithtime studying.It’sfora governmentprojectof the
same name (switchoff) soI have a large budget;however,mymovie won’tbe veryexpensive.
My ideaisto have twostudents,itwill cutbetweenthemonthe leaduptothe exam.Benwill be inhis
room,a normal male teenagerbedroomwithagamingconsole andgamingposters.However,the room
isdark and it's clearlytoolate to be up onhis phone.Itwill thenshow Mollyrevising;incontrasther
room iswell litbutyoucan see it'sdark outside.She standsup,closesherbookandthenIt will cutback
to beingstill onhisdevice.Mollywill looktowardawall of stickynotesbefore turningherlightoff and
goingto bed;the noteswill saystuff like “85% of studentschecktheirphone before bed”andother
facts like that.InBen'stextsitwill saystuff like “Knowingyouhave aunreadmessage canleadtoa drop
of 10 Iqpoints“. Thiswill keepthe readerengagedandreadingthe informationsoitwill be memorable.
It will thenshowbothof theminthe examand mollyiswritingawaywhilstBenisclearlystruggling,the
screenwill goblackand it’ll sayinwriting“Benshouldhave switchedoff”.
Proposal
Scene one - Ben islyingalone inbedinhisroom. Ben's roomis decoratedingame postersbutyoucan
onlymake themoutslightlyasit'srather late intothe night.The two lightsourceswill be the moonlight
shiningthroughhisbedandthe lightproducedoverhisface byhis phone.It'sa midshot frombird'seye
viewoverhisbedwhilsthe isonhisphone.
Scene two- Mollyissittinginherroom revising,thisisseeninamidshot.Her roomis brightlylit,pink
wallsandstickynotesall overthe wall nexttothe deskand chair where she issitting.The noteshave
facts writtenonthemaboutdifferentschool subjects. She standsupandclosesherbooksand walks
across the room to turnthe lightoff.Whenshe turnsoff the lightthe lightswitchisnexttoa stickynote
whichsays"85% of studentschecktheirphone before bed".Thisisseeninaclose up.
Scene 3 - Benis still inbedandthe firstshot isthe same as before,midbirdseye view.Thenwe geta
close upon histextssaying"Knowingyouhave anunreadmessage canleadto a drop of 10 iq points.
Scene 4 - In the middle of anexamhall he getsa panningshotof studentsall inrowswriting.The pan
goeslefttoright fora couple secondsshowingstudentstill the camerastopsandfocusesonBen.We
themgeta close upwhilstitshowshe isclearly struggling.Thenasidewaysclose upof Benblurredin
shallowdepthof fieldthenitwill focusMollyforgroudshowingherwritingaway.The screenthenfades
to blackwiththe title card "Switchoff".
Technical considerations
Wheni shootmy videoi will have tosource software andhardware forthe lowestprice i can.Howeveri
wouldn'twantequipmentthatistoocheap as the productwouldturn outas well.I'mworkingwithabig
budgetbutthat doesntmeanI wantto spenditall.I needtospendthe leastamountwhilstmakingsure
it isa correct investmenttosee qualityandvalue formoney.

4. I will needtoinpostproductionmake sure the ad isn'ttoo longso itcan be playedinshortad breaks.I
mustmake sure it'srenderedandinthe correct format too.
Legal considerations
I will be usinglittle musicbutwheni doi will make sure it'sroyaltyfree toavoidlegal action.If the music
i use isn'troyaltyfree i will payforthe rightsto use it.
Ethical considerations
My ad isdirectedat14-16 yearoldsand itsto be playedontelevision.Thisiswhyitwon'thave any
offensive content;alsoit'sforthe governmentsowe are representingthem.
Riskassessment
Riskassessmentsare carriedoutto ensure everyone issafe onset.Iwill ensure checksonall equipment
are done before filmingtoensure noaccidents.
Schedule
I woulddothisin a table buti donthave word andwe are in lockdown
Weekone andtwo i will create relevantscript,shootingscript,storyboardsetc.I will alsofindyoung
actors, extrasanddo some locationscouting.
Week3 I will filmthe scenes
Week4 I will editthe film
Week5 I will sendthe filmandmake sure it'swhat the clientwanted.
Justification
Edit1 Birdseye viewshotof benin bed.He'sinthe centeroff the shot.A teenagerinbedonhisphone
isrelatable forthe targetaudience.
Edit2 A widershotshowingBen'sroominthe dark. You can make out the postersanddecorations
aroundhisroom. Thisis relatable andmakesourcharactercome to life inthe audiences.
Edit3 A returnto the save birdseye view shot.
Edit4 A midshot showingMolly'sroom.There are post-itnotesall aroundwithtextonthem.This
showsthe audience thatshe isrevisingforthe examandtherefore abetterstudentthanBen.Inthe
same shot she walksovertoher lightswitch.
Edit5 A close upshot of the lightswitchandpostit note with"85% of studentschecktheirphone before
bed".Thisfact iseasyto read as it'sa close upshot.

5. Edit6 Returnto midshot as Mollygetsinto bed.
Edit7 Birdseye viewshotagainof Ben as he'son hisphone.Thisisto create a parallel betweenBenand
molly.
Edit8 Close upof Ben'sphone with"Knowingyouhave anunreadmessage canleadtoa dropof 10 iq
points".Since thisisa close upit's easiertoreadand directthe audience'sattention.
Edit9 A panning/trackingshockfromlefttorightinthe examhall.There are studentsinclomums.The
pan stopswhenitgetsto Ben andBen iscenterframe.
Edit10 A close up to showBensemotion.
Edit11 A over the shouldershotof Benwhere Mollyisinthe foreground.The focusisonBen then
changesto molly.Thisistocompare them.
Edit12 The screenfadestoblack andit says "Benshouldhave switchedoff".Thenthe Governmentpage
witha linkto the switchoff site.