This document outlines a proposal for a promotional video for the Labour Party Nelson Ward. The video will have 7 steps: 1) introductory statements about the ward, 2) an introduction from Clive Lewis, 3) vox pops from supporters, 4) reasons to support the ward, 5) statements from members, 6) footage of the youth group, and 7) information on how to join. The target audience is local Norwich residents of varying ages and political interests. The video will use animation, interviews, footage and an upbeat music bed. It will be distributed on Facebook, YouTube, at stalls, and for an upcoming election. Feedback will be gathered from clients, members and youth groups.
2. SOCIAL AND ACTION COMMUNITY MEDIA PRODUCTION
A SACM is produced for non-profit organisation such as a charity.
A SACM’s purpose is to give information about the organisation.
A SACM is different to an advertisement as an advert is to sell/ promote a product/ service.
A SACM is a visually pleasing and engaging way to portray information.
3. PROPOSAL / STEP OUTLINE
Step ONE :The video begins with three statements about Labour Party Nelson Ward. After these three
statements are shown the text: “This is what the Nelson Ward has done for your community” will appear.
Step TWO : The video cuts to Clive Lewis who will give a brief introduction about Nelson Ward.
Step THREE : Vox-Pop’s of supporters and residents briefly explaining how Nelson Ward has been
beneficial to them.
Step FOUR : reasons to support and join Nelson Ward.
4. PROPOSAL / STEP OUTLINE CONTINUED
Step FIVE : A few group members briefly explaining why they’ve joined.
Step SIX : footage of the Nelson Ward Youth Group can be shown with a voice-over playing on top.
Step SEVEN : brief segment showing how to join the Nelson Ward.
5. TARGET AUDIENCE
Very mixed age range
They will be local residents of Norwich.
There is no siding to one gender, they could be Male or female.
They will have a political interest and political opinions.
They will want to make a difference.
They may have a social status of working class (C2, D, E)
The youth group may consist of university students.
6. VISUAL STYLE AND TECHNIQUES
animated text similar to this video https://www.youtube.com/watch?v=GfDOJxe_I-Y.
Vox-pops of supporters and members will be included.
Member Statements
stills, re-enactments, live footage of Nelson Ward
Upbeat music bed
narration
7. DISTRIBUTION
Posting the video on the Nelson Ward’s Facebook Page.
Posting the video on either the Labour Party YouTube channel or creating a new Nelson Ward specific
channel to post the video on.
Showcasing the video at the regular stalls they do in the city.
5th of May election.
I plan to have more discussion with my client on subject this subject soon.
8. FEEDBACK
Gain feedback from my client through a one to one session exhibiting the video.
Gain feedback from a focus group comprising of group members to find out if it has appealed to them.
Undertake a separate focus group comprising of some Nelson Ward youth group members.
Perhaps undertake a third focus group comprising of youth who have NOT joined the Nelson Ward.
A SACM is a media project produced for a community organisation such as a charity. The purpose of a SACM is to portray a message about the organisation. To tell viewers what the organisation does and why. It may explain how they are helping others etc. The difference between a SACM and an advertisement is that an advert’s aim is to sell a product or service, if it’s a charity to convince people to help fund the charity. An advertisement may exaggerate the product/ service, by using visual metaphors, actors etc. A SACM however is giving some sort of information. The impact of a SACM is in a visually pleasing and captivating way, information about the organisation is being received the film that your seeing combined with perhaps a good music bed, will make people want to keep watching is better to an alternative of just speaking about the organisation.
The video is a promotional video for the Labour Party Nelson Ward. My client is Claire Read. And she asked for the video to be about 3 minutes long. The message of the video is to encourage local residents to vote Labour in the upcoming election.
ONE, the video will begin with a solid white background and one by one three statements about Labour Party will fade in. for example one of these statements can be that Nelson Ward stopped the council from abolishing the night bus. After those statements, this is what Nelson Ward can do for your community will appear. Depending on how it looks on the edit this part may or may not but most probably will have sound in the background. When this text comes in I could also make it a bit animated.
TWO the video cuts to Clive Lewis, who’s the Norwich South MP for the Labour Party for anyone who doesn’t know. He will give a brief introduction about Nelson Ward, what it does, why to join etc. depending on how long this is it could have stills and gv’s cut in.
THREE vox-pops of supporters and residents who’ve had a good experience with Nelson Ward briefly explaining this.
FOUR again on a solid white background and texting fading in, similar to the beginning. Reasons why to join and support Nelson Ward will show up. These may even have a voice over.
FIVE perhaps a bit like the vox-pops again, some members of the Nelson Ward saying they joined the group.
SIX this is where the Youth Group is shown, which is for 16+ and a brief explanation of the youth group.
SEVEN the video will end showing steps to how you can join and support Nelson Ward. For example mentioning the FB page.
The target audience for this video is for all ages as the Labour Party supporters is very mixed in age range. They will live in Norwich. They could be male or female. They will have a political interest and have their own opinions on political parties, MP’s, how the community should be run etc. they’ll want to make a difference to the community the existing youth group members may be university students. The viewers social status will be skilled working class, working class, and unemployed (C2, D, E) they will most likely have social housing.
The visual style will be upbeat. To appeal to a young audience. The text that is seen will be animated similar to this video. There will be vox-pops of supporters and people who have already joined Nelson Ward. There will be statements from members and hopefully have Clive Lewis make a statement too. Still images will show up, my client has already sent me some of past events they’ve done. I may also re-enact parts of the events they’ve done to give people a good idea. And obviously real footage of Nelson Ward will be shown such as the youth group. There will an upbeat music bed constantly throughout the video and on times when there’s text or no one speaking, there will be someone narrating. These items are common in a social and political video, gaining the voice of the people, member statements etc.
After speaking to my client they stated they would like it to go on the Labour Party Nelson Ward Facebook Page. It could also be posted on YouTube, and shown at stalls. Recently I have realised that just posting it on Facebook isn’t really enough because only people who are friends of the page will see it and promoting it to the wrong people. So I do plan to have more of a discussion with my client about posting it on Facebook and showcasing at stalls. It will also be shown at an event on the 5th of May election.
The first method I will take to receive feedback will be exhibiting it to my client to see how the video can be improved. Once these improvements are made (if any) I will create a focus group consisting of group members and the youth group members in two separate focus groups to see if its appealing to them as well. Because all these people I’m suggesting to have focus groups with are already apart of Nelson Ward, I MAY also hold a third focus group consisting of youth who have not joined, to see if it makes them want to join or even just finish the video.
