Pitch for Sunderland Culture project

1. Sophie Gibson

2. Task:
Create a piece of media
relative to regional identity
for Sunderland Culture,
exploring the question ‘who
am I?’.
Target audience 16-25,
encouraging them to think
about and express their
identity.
Products:
-Short film/advert
-Poster
Initial ideas
Upon research, Sunderland culture is an organization aiming to
showcase and celebrate how the city of Sunderland is rich with
local values, in particular that of art, music, performance, media
and history.
My initial thoughts on how to get this across to my target
audience was to show the city’s transition from coalmining and
shipbuilding to todays modern city of cinemas, theatres, football
community, airshows etc. There is a lot to choose from for
modern day society as Sunderland has also been involved with
things such as protests and marches which could represent the
city well too.

3. The project brief audience section said to ”encourage them to think about and express their identity”, therefore I thought it was
important to show the past as well as the present. I personally felt that Sunderland’s historical side (shipbuilding, coalmining,
glassmaking) was an integral part of the project as our heritage is a part of our identity coming from the north east of England.
Alongside this, I also wanted to show the transition between then and now- i.e. music, creativity, arts, medias etc. Above are my two
intial ideas, but based on the reasons above I think the ‘then vs now’ project is more suitable.
My potential
ideas One focus
In depth:
It will encourage viewers to
actually think about heritage
and where we are now as a
city. It gives them the chance
to be proud to be from a city
with such creativity and
impact. This idea also gives
me the chance to et my own
footage reasonably easily for
modern day comparisons.
Potential problems:
-Not much footage of
shipbuilding and
coalmining from those
times and even then may
be copyrighted and
limiting- to counteract this
I could use my own footage
and get it from places such
as Beamish and put on a
black and white or sepia
filter.
In depth:
It can show off the creativity of
the city in a positive light and
really explore one art from in
depth and how Sunderland has
an impact on it. It can also give
the people of Sunderland a
chance to be proud of where they
come from that funds and
recognizes art forms and
creative talent in the city.
Potential Problems:
Because I’d be focusing on
only one aspect of the city’s
culture, it could potentially
mean that a lot of audience is
lost (or in other words not
interested in the one focus
subject). For example, not
everyone is interested in
performance or music etc. It
may be better to do a
combination.

4. My initial idea for the poster would
be a half and half diagonal split
between modern life in Sunderland
and past life in Sunderland with a
focus on either coalmining or
shipbuilding. Some writing on it
would also promote the idea of
considering and even researching
what it means to be from
Sunderland and the heritage that
comes along with it.
Past Sunderland-
coalminer. Shows heritage,
encourages Sunderland
history.
Modern Sunderland- Music
gig. Shows local talent and
local music, encourages
modern identity.

5. Camera pans constantly across, making a transition from the tram to metro as they cross
Camera tilts down from Winter garden mine cinema,
then tilts back up to new, modern cinema screen
Shots like these emphasize
change that is region specific, for
example the metro is a travel
system specifically for the north
east. They show how Sunderland
has developed over time and will
hopefully encourage people to
enquire more into their heritage.
The transitions may also
prove to be more
aesthetically pleasing
than straight cuts, so
makes the video more
interesting to watch.
(Indicates camera movement)
Key:
Possible locations:
-Beamish
-Winter Gardens
-Empire/Odeon
Inspiration: https://www.youtube.com/watch?v=wCU6eNU6cck

6. Audiences aged from
16-25, a lot of them
are likely to be
students, putting
them in the D/E social
grade.
Psychographics- Mainstreamers
and explorers. Young people that
would have some sort of interest in
their heritage and culture.
Demographics-
Female and male as
both could have an
interest in heritage.
No particular race
or religion. Client
has outlined ages
16-25.

7. ‘23 and Me’ audience ‘Ancestry’ audience
As my project has a focus on Sunderland heritage and the client has asked that audiences express
and reflect on their own identity, I decided to research some popular heritage sites and what kid of
audiences they reach. As you can see, their audiences do differ from my target audience but should
take into account that these are paid services whereas mine is a free to view video/print
advertisement.
It does not mean that the project would be hopeless, it simply means that I may have to reach my
audiences differently to existing works- i.e. maybe more research should go into how to reach
younger audiences and ensure this is incorporated.
From A grade to E grade
(Paid service research)

8. As heritage sites and campaigns seem to be used mostly by older generations that are of higher class, that
means bringing my project from social class A down to E, and try to interest those of gen Z.
Forbes published an article explaining the best ways to reach this generation. Using some of their pointers, I
believe I can reach my target audience through changing the way my project is presented. For example:

9. Coventry- City of culture winner 2021
https://www.youtube.com/watch?v=SIZXcAv
oyoY
As a current winner, Coventry’s culture
video may provide some context as to what
exactly the judge would look out for. This
video of theirs therefore may give some
pointer as to what exactly won them the
title. Some things that they have chosen to
include are :
-Car manufacturing (Range Rovers)
-Art and design of individuals in the city
-Building back up from set backs
-Multi-culture and diversity
-Performance (Performing arts and sport)
-Everyday people