Rationale for Smile Campaign

1. SMILE PITCH

2. RATIONALE KEY QUESTIONS

3. TARGET AUDIENCE
• The target audience for my products are in the 16-18 age range. I
conducted a survey to find this out, where I also found out that most of
my audience do not smile to reduce stress, and instead have other
coping mechanisms such as reading or listening to music.
• I also found out that most of my audience identify as female-
but considering the advert idea I do not believe this plays into my
choices as much as I would have thought.

4. WHY IS A PODCAST AND
ADVERT GOOD FOR THIS
CAMPAIGN?
• For this campaign I am creating a podcast and a
tv advert. These forms of media are a good
choice for this campaign as people see adverts
on tv every day when they watch tv
programmes.
• As for the podcast, many people have started to
listen to podcasts on apple music or Spotify as a
way of occupying themselves whilst doing
another task.
• These forms of media are a good choice for the
campaign as we can get across any information
we may need to, whilst also keeping them short
as to not lose the interest of the audience.

5. RESEARCHING AND ANALYSING
EXISTING MEDIA
• For the Smile Campaign I analysed three tv adverts focused on mental health.
Upon researching these adverts, I have learnt that though almost everyone suffers
from mental health, some adverts tailor to different audiences- such as Bupa
tailoring to the higher-class managerial works instead of lower or middle class.
• Some adverts tailor to older people, whereas others tailor to the younger
audiences- who are by far more impressionable than the older generations. Out of
the adverts I analysed I realised that different adverts have different age
demographics- mostly because of the company that created the advert- as
different companies have different target demographics.

6. IDEAS FOR THE CAMPAIGN AND USP
• As mentioned in a previous slide I am going to target the younger generations of
my audience in my advert and podcast, as they are more impressionable, and they
seek knowledge. I will include a range of different camera angles in my advert,
whereas for my podcast I will attempt to talk to some members of my audience
about their own mental health, if they feel comfortable in doing so- otherwise I will
talk about the struggle that young people experience with their mental health.
• The USP for my advert would most likely be the unique colour scheme, as I believe
no other advert would have this combination of colours.

7. IDEAS FOR THE CAMPAIGN
PT2
• For my advertisement I am going to
focus on the impact of smiling to
reduce stress. In my survey I did
focus on what people did to reduce
stress and not a single person said
that they smile. Smiling helps to
reduce stress because of the
endorphins in our brain.
• For my advertisement I will have the
start of it be sort of dark and
upsetting, like one of the
advertisements I analysed for the
smile campaign, where it starts off
dark and then towards the end it got
somewhat happier. I aim to recreate
this to an extent in my advertisement.
• For my advertisement I will include
statistics from my survey to help me
present the idea of how bad mental
health is in young adults- which I will
then use to put across the idea of
smiling to reduce stress about things
like college and work.

8. IDEAS FOR THE CAMPAIGN PT3
• For my advertisement I will aim to include a multitude of different camera angles,
such as low shots, high shots and maybe I will use some close ups of certain things
in the advertisement. I will also include shots of the actor walking- following them
with camera. In my advertisement I could include multiple characters/actors, but I
think I will only have one, and then focus on little things in that person's life- such
as situations that happen to them, or objects they have in their home.

9. STORYBOARD

10. FONTS, COLOUR SCHEME AND LAYOUT
• For my advert I aim to use a unique colour scheme, that has not been used in a
mental health advert before- as this will make my advert even more unique and
perhaps eye catching. The colour for mental health internationally is green,
whereas for suicide awareness the colour is yellow. I will include both colours in the
colour scheme for this advert. I may also include a colour other than yellow and
green, instead of having just two colours.
• For the layout, I am thinking of having it set up the way a normal advert would,
simple and straightforward.
• Calibri font.

11. HOW WILL IT APPEAL?
• I believe my advert will appeal to my audience as I am going to include some
things that will be targeted towards that audience, such as the fact that college
may influence their mental health, or perhaps at their age their job could be
making them stress. I aim to include a lot of things that will help my advert appeal
to my audience and those are only two of them- for example I may include some
age-appropriate healthy coping mechanisms to help with stress that isn’t just
smiling, such as hanging out with friends.

12. IS IT RIGHT FOR THE CLIENT
• The client for this campaign is Mind. Mind is a mental health charity and a
movement of people trying to build a happier society.
• I believe the campaign idea is right for the client as the brief states we should
create a piece of media that will make people smile, and I aim to do that in my
advertisement

13. WILL IT BE SUCCESSFUL?
• I believe my advertisement will be successful as I have considered my target
audience, which I have researched using the survey that I created. I will aim to
make my advertisement specifically for that audience. I will also consider the state
of people's mental health, which I also researched using my survey.
• Because of the survey I aim to create my advertisement targeted at 16–18-year-old
of any gender- as it is not just one gender that suffers with mental health.
• I believe that my advertisement will be successful as I have considered everything I
think there is to consider with this advertisement, and I will use my survey to create
a successful advertisement and podcast.

14. COLOUR
SCHEME
• For my color scheme I will
use these 5 colors, maybe
not exact but some shade
of them.
• The green and the yellow
represent the mental
health awareness ribbon
and the suicide awareness
ribbon, and the rest of the
colors are complimentary
to the two main colors.
Charcoal Heliotrope Celadon Portland Lemon
Grey Orange Glacier

15. COLOR
SCHEME PT2