My rationale which my client requires

1. Smile Campaign
My Rationale

2. My idea
for the
campaign
The aim of this campaign is to make
people smile and to improve well
being and mental health. I think
something which everyone can
identify with is listening to music, so
the idea of my campaign is to focus
on the positives listening to music
can have on your mental health,
therefore making you smile in the
process.

3. Who are
the target
audience?
My target audience for this brief are
people within my age group –
teenagers ageing from 15 to 19,
within education. My aim is to
motivate them to smile to reduce
stress and to help improve mental
health. I know this as the brief asks
that the target audience are people
within my community.

4. Why is a
print and
TV advert
a good
idea for
this
campaign
?
I believe that both a print and TV
advert are both good ideas for this
campaign for different reasons. Firstly,
teenagers are known to use things like
their mobile phone quite a lot, so a print
advert would be ideal as it would be
something shown on social media –
something teens use frequently.
Secondly, teenagers watch a lot of TV,
YouTube, etc. So, a TV advert would
also be good as it is something they are
definitely going to see as one point.

5. What have
you learnt
from
researching
and
analysing
existing print
and TV
adverts?
Within TV adverts, music is an important
factor since it sets the tone. For example,
in adverts which aims are to make the
audience happy and to laugh, the music
is always upbeat, or a well-known song
which you can sing along to. Whereas if
the advert is very serious and real, the
music tends to be a lot slower and
perhaps quieter. When referring to print
adverts, something important is the colour
palette used – again if the advert's aim is
to be happy and upbeat the colours are
bright and vibrant, where if the advert is
something like a charity ad, the colours
tend to be duller to represent the tone
being set.

6. Were there any
codes and
conventions
you were going
to follow or
challenge for
this campaign
and why?
My aim for this campaign is to make the
audience smile. Therefore, in the print
and TV advert, vibrant and beaming
colours will be used to connotate
happiness, hopefully reflecting onto the
audience. Again, in both I would use
bright lighting instead of dull and dark
lighting, creating a neutral and happy
mood. For my TV advert, the music I
will use would either be something well
known, and upbeat.

7. What are
your ideas for
the print
advert?
My ideas for the print advert are to include
the facts and statistics to why music helps
your mental wellbeing. As well as this,
also including images relating to the topic.
I also plan to use brighter colours rather
than dull, connotating a positive mood so
that it has a positive outcome on the
audience, which is this briefs aim.
I think since imagery is important in print
adverts, the amount of text and imagery
will be equal. I plan to have pictures of
people listening to music/ smiling to fit the
topic, then within the text I will discuss the
statistics on how music is proven to have
positive effects on mental health, etc.

8. Why do you
think this will
be a
successful
print advert?
I believe this would be a successful
print advert as it fits the needs the client
wants – an advert which motivates them
and has a positive effect on their mental
health. I think creating an advert talking
about the positives of music would be
successful as I don’t believe I have saw
one before so it would be original and
something the audience is yet to see.
As well as this, if they were to see the
advert on social media, my aim is that it
motivates them there and then to open
up things like Spotify, Apple Music, etc.

9. What are your
ideas for your TV
advert?
My idea is that the advert would
follow someone, preferably a teen
since it fits the target audience,
having a rough day due to mental
health, showing the reality of it and
the effect it has on peoples lives.
Then after showing the signifier going
about their every day life, the mood
would change slightly when they put
in earphones, put a reocrd on, etc.
And due to the music, they would
simply smile, since music isn't going
to change someones mood instantly,
but it's a good starting point.
Throughout the ad, the teen would
only be on one side of the screen,
while on the other side, text would
explain the ad and the statistics to get
the point across. On top of the ad,
slow music would play t oset the
mood.

10. Ideas on
strucrure
Since my advert will showcase
a teen going about their
everyday life, the location
would be in their house since
this year for students has been
spent a lot online. For the
sound, I plan to use a slowed
down track to set and reflect
the mood. The lighting would
be quite neuatral, or perhaps
towards the end the lighting
would become brighter to
connotate the positive effect its
having on mental health.

11. Why do you think
this will be a
successful TV
advert?
I believe this would be a
successful TV advert as I think
it fits the brief well – it focuses
on the life of a teen and their
mental well-being. I think it's
right for my client as since I'm
including a teenager, other
teens are then able to identify
with it further.