2. Brief Interpretation
The NHS and Cambridgeshire Police are joining together to invest in a drink awareness
campaign. The campaign will be aimed at 18-25 year olds and is a series of public
information adverts. The adverts need to encourage more responsible drinking on nights
out or the dangers of binge drinking. In 2018 there were 337,870 alcohol related hospital
admissions and 5843 deaths that year. In response to these numbers, the NHS and police
would like me to create an inspiring campaign with positive information. For this
campaign, I need to make an audio visual advert and a print advert to go along side it.
3. Target Audience
As my target audience is 18-25 year olds who like drinking, my advert will reflect this.
Many things will be considered in the production of the adverts. The colours will be
mostly tertiary or secondary to reflect the maturity of the age demographic. The
sounds used will be music my target audience can relate to or actual music you’d hear
in a club. The advert will be centred around the idea of clubbing and being out with
mates to show drinking in a positive light. However, the harsh reality of a hangover or
worse will be shown to the audience.
5. The Idea
My idea is to have the audio visual advert create a club-like feel. This will mean there
will be a lot of flashing lights, jumpy scenes and loud music. I’m going to have a few
people dancing but then I will slow down the video to create the drunken feel. Then,
the advert will cut to someone passed out on the floor with bottles around them. The
person on the floor will be made to look really ill. The tagline will appear in bold text
across the top of the advert. Along the bottom there will be the logo for the police and
the NHS. Also, there will be a link to the NHS website showing where to get help if
you need it. The poster advert will be similar as it will have someone on the floor
except this time they will be surrounded by loads of bottles and cans almost like a
piece of art. Again, you will see the tagline, logo and website link. Text in both adverts
will be minimal so the advert will heavily rely on the emotion rather than text.
