CONCEPT• Advertising campaign for the teenage issue; cyber bullying.• The idea that cyber bullying is as bad as physical bullying.• To raise awareness of cyber bullying and shock the audience that cyber bullying is a serious form of bullying.• 2 adverts in a series of campaign: • One being two girls cyber bullying each other. • The other being one boy cyber bullying a girl.• Unique Selling Points (USP):1. You do not see adverts for cyber bullying on TV so it is an original idea.2. The idea that cyber bullying is as bad as physical bullying is my USP because it is shocking.
AUDIENCETarget Audience• Both male and female.• Aged 13-19 year olds.• To make teenagers aware of the seriousness of cyber bullying.• Demographics: E because the target audience is all students.• Psychographics:Secondary Audience• Male and female parents and teachers.• To make them aware of what goes on with cyber bullying and teenagers.• Approximately aged 30-50 year olds• Demographics: B, C1, C2, D
NARRATIVE OUTLINEADVERT 1•2 girls•One girl being cyber bullied by the other girl.•Focusing on cyber bullying in the form of SocialNetworking sites (such as Facebook, Twitter etc) andtexting.•Every time a message is sent by the bully the victim getsphysically hurt e.g. By crying, clothes getting ripped, gettingpunched etc.•The advert ends with the victim researching suicide andstanding on a bridge. The bully sees them on the bridge andrealises what they have done.•Catchy slogan then appears.
NARRATIVE OUTLINEADVERT 2•A boy cyber bullying a girl. To have a connotation todomestic abuse.•Focusing on cyber bullying in the form of Instantmessaging (msn) and email.•Each time the boy (the cyber bully) sends a message/emailto the girl (the victim) she gets physically hurt e.g. Crying,punches etc.•The advert will end with the girl lying on the floor like shehas been in a fight. The boy will walk around the corner andbe shocked by what he has done.•Catchy slogan then appears.