The document outlines a pitch for a public service announcement on identity fraud aimed at 16-18 year olds. It discusses researching existing fraud PSAs and finding that many young people do not protect their personal details online. The proposed PSA would follow the format of some effective Barclays ads, using a single actor breaking the fourth wall to directly address the audience. It would feature a man typing on a laptop in the dark who reveals he has become an identity fraud victim after meeting someone while out, to encourage the target audience to educate themselves on the risks. Production of the low-budget PSA would prioritize quality while keeping costs minimal and take approximately one week to film and edit.

1. Identity fraud
Introduction
I am goingto create a shortadd fora campaignnamed “identityfraud”. The aimof the government
producedshort add isto inform 16-18-year old'saboutthe dangersof identityfraud.
Primaryresearch
I askeda bunchof my friendswhoare 17, 16 questionsonhow theymake sure tokeeptheirdetailsand
banksafe.It was quite troublingas2 in5 didn’tknow how tomake sure a site wassafe.Thiswas
troublingas 4 outof 5 saidtheyshoponline regular.
Secondaryresearch
I foundthat “Identityfraudvictimsaged21and underincrease by30% in 2017” accordingtoo
https://www.cifas.org.uk/newsroom/new-data-reveals-young-people-increasingly-risk-fraud
I watcheda fewBarclaysidentityfraudadstohelpinspire myvideosoIcan lookfor anycodesor
conventions.
https://www.youtube.com/watch?v=6yGvO-FefUc- the imposter
https://www.youtube.com/watch?v=vPJ6irUDmHI - digital safety
https://www.youtube.com/watch?v=8s6eYqRG7kA - passwords
My favorite outthe three Barclaysaddsis“passwords”as it addsa statistic. All the videosshow adolly
zoomon one narrator; theyshowdirectmode of addresstheylookinto the lenswhichdoestwothings.
It engagesthe audience andgrabstheirattention.
The client
I'm makingthisad forthe government;thismeansafew things.The budget ishighbutsince it'sjusta
videoitwon'tmake moneyback,thismeansthey will wantsosee value fortheirmoney.Imustkeep
spendingtothe lowestIcan whilststill creatinggoodcontent. AnotherthingItmeansisthat itneedsto
representthe governmentinagoodmanner;it can't have any swearwordsor offensivecontent.
Also, since the subjectmannercouldcause stressI mustn'tgo overboard. One royal mail identityfraud
videowas banned asit causedpeople anxiety andstress.
https://www.dailymail.co.uk/video/news/video-1573182/Banned-Royal-Mail-identity-fraud-ad-cause-
fear-distress.html
Althoughthe videoisgoodinrelayingthe messageanditwas memorable tooitwas ultimately banned
whichlooksbadfor the company.
Pitch
My planisto followhowthe Barclaysadswent.Short adds whichfocusonone actor whois breakingthe
4th
wall engagingthe audience.

2. My pitchisfor a short addcalled“Sophie”. The purpose of the addisto promote the dangersof identity
fraudto the targetaudience.The addwill endwithalinktoa governmentpage whichwill informthe
target audience more;the intentof the addisto grab attentionsothatthe targetaudience will educate
themselves.The targetaudienceis16-20-yearold'sso the ad will be mature andserious.
The ad will be a15-20 second dollyzoomshot.The roomis completelydark butinthe centerof the
frame isa middle age mantypingawayona laptop;the laptopisthe onlylight source.The camera is
slowlycomingclosertohim;whenthe cameraisclose enoughsothat he is ina mid-shothe will lookup
intothe camera lensand speakdirectlytothe audience.Hisvoice will be dubbedbyawomen'svoice
and he will say “hi I'm Sophie;Iwas buyingshoesinacoffee shopthis morningandnow I'm feelinglike
emptyingmybankintothe account of that nice gentlemanImetthis morning”. He thenhe will give a
smile.The screengoesblackthena governmentlinkwill appearonthe screen.
Storyboard
The camera will startfar away butslowlydolly zoomtowards
him.
Technical considerations
WhenI shootmy video,Iwill have tosource software and
hardware forcheapestI can; but I sill wanttobuy good
equipmenttomake sure the qualityof the product,Alsobad
equipmentcouldleadto accidentsorevenreshoots.Iwantto
keepspendinglow, sothe government seequalityandvalue
for money.
Legal considerations
I don’tneedtoworry aboutmuch legal considerationsasthe ad won't include music.
Ethical considerations
My ad isdirectedat 16-20-year old's and it's to be playedontelevision.Itwon'thave anyoffensive
content.
Riskassessment
Riskassessmentsare carriedoutto ensure everyone issafe onset.Iwill ensure checksonall equipment
are done before filmingtoensure noaccidents.
Schedule
The add won't take longto do; it’sa one-shotadsoit couldbe filmedvery quickly.Ibelieve itwilltake
abouta weektofindthe righttwoactors and to finda location.Itwill onlytake one dayto filmandone
day to edittosince it'sso short.