1. 1
Proposal: Random Acts of Kindness Pay it Forward
Day 2016
1. Requirements of the Brief:
2. Key Messages to get across:
3. Deadline:
4. Target Audience (Demographic & Psychographic)
Age
Gender
ABC1C2DE
Psychographic
5. Outline (a 1 sentence synopsis of the advert)
Beginning:
Middle:
End:
6. Rationale (How this will meet the requirements of the brief)
2. 2
7. Persuasive Technique (Altruism, Humour, Guilt, Compassion, Bandwagon,
Community)
8. Intended response from the audience
9. Why this will go Viral? (Humour, Outrageous, Taboo, Unusual, etc)
10.Platforms where it will be distributed (ie Youtube, Campaign websites, Social
Media sites)
11.Resources and Logistics
Character Breakdown
Locations
Costume
Props
Actors required/selected
3. 3
12.Research (audience feedback to support the idea, previously successful
campaigns)
13.Legal & ethical considerations (ASA, copyright, reactions to the content you are
uploading, misleading or exploitative?)
14.Budget (costs associated to produce the advert)
15.Constraints & Contingency plans
