brief

1. Smile
Campaign
Brief
Georgia Dodsworth

2. The client- Mind
The client for this project/ campaign is the mental health charity ‘Mind’ .The mental health charity Mind is a non-profitable charity who help
people who are suffering from mental health problems. Minds mission is to provide advice, support and empower anyone who is
experiencing a mental health problem. Mind have many goals when it comes to helping people with their mental health problems, one of
them goals are staying well, by helping people stay well Mind are supporting people who are more likely to develop mental health problems
so they can stay well. Another one of their goals is to allow the people to have an empowering choice, this Mind to help empower people
who experience a mental health to make choices about how they live and recover from their mental health problems. Mind was founded in
1946 in England and Wales as the National Association for mental health. Mind achieve this by creating support groups, having phone
numbers that people can call if they ever need help. They also offer support on their website and give advice to those who need it.
Mind has asked us to create a podcast/ tv advert to show how photography can be used creatively/ on its own with other styles of art/
media. They would also like us to show us the effect that smiling has on us and the people that surround us. Smiling helps boost our mood
and improve the mood of others around us, even by seeing someone else smile it can help improve your mood due to the wave effect that
happens. In the tv advert/ podcast they have asked us to show how smiling can help reduce stress and if we get finished with both the
podcast and tv advert we can create a print advert. The deadline we have been given for this campaign is the 14th of February 2022.
The issues that need to be considered with Mind is that I’m showing their values, views and philosophy throughout my campaign and
ensuring I show them accurately. Minds values are that they will always be there to help anyone struggling with mental health problems no
matter what age, gender, sexuality, race etc. I will need to ensure that my work is presented professionally as it will be representing mind
and my ideas throughout the campaign, and showing Mind as an overall charity.

3. Target Audience
The target audience for the mind project is my own local community to improve their mental health and
encourage people to smile more and reduce their stress.
In my project I will aim to campaign to 15-20 years old as these are more likely to develop mental health
problems today. I have also chosen to target my campaign more to this age range as I am in this age
bracket and I can relate my campaign to myself so people who are in this age bracket will be more
interested in it, I believe this because someone who is in their age range has made it so will have a general
idea on what people like in that age range. I also chose this age range as I believe it is a good age bracket
to target a campaign to. With this target audience I am also including teenagers and young adults who
struggle the most with mental health in todays society.
Also, with my target audience most of them will be in some form of education whether this is college,
secondary school or university. School has a large impact on students' mental health with different
deadline for work and exams, this is another reason why I believe that the age range for the target
audience is good because my project will be able to accurately target the audience as I am in a form of
education myself and know the stress that is caused by deadlines and exams.
For my campaign, my audience will be of any gender or any orientation. This is due to that the charity is
there to help with their mental health and not judge based of their gender identity or orientation. The
social grade that my target audience will be in is most likely D, as many people will still be in school or
some form of education full time. However, Mind don’t take social grade or income into consideration
when helping people as they are more focused on helping their clients mental health. One issue that may
occur with my target audience is some may not want to speak or reach out about their mental health or
have seen having mental health problem as a bad or embarrassing thing. With that in mind I would like to
show that is okay to speak out about your menta health problems without feeling ashamed about it.