The NHS is launching a campaign to promote healthier lifestyles. The campaign aims to inspire people aged 16-20 to stop smoking, become more active, and eat healthier. This will help reduce stress on the NHS and prevent health issues. The student has researched the target audience and previous NHS campaigns. They presented a storyboard and description for a TV ad that will show the realities of balancing an active lifestyle with relaxation. Fonts, colors, and content were discussed for a print ad focusing on the three stages of getting active, going for a walk, intense exercise, and relaxing afterward. The student explained how a TV, radio, and print ad could each benefit the campaign goals.

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NHS Better Health Campaign
Plan for a Healthy Lifestyle
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Campaign Pitch.
Campaign Brief.
This campaign is for the NHS and the purpose of
the campaign is to inspire the UK population to
get healthy and live a better lifestyle. The NHS
aims to do this in 3 ways; stop smoking, getting
active, healthier eating. The reason the NHS
needs to do this is because there is too much
stress on the NHS due to covid and they need
people to get healthier to stop the stress and
them having to go to hospitals. The audience for
this project 16-20 year olds. The physcographics
is struggles and explores. The social grade is D
and E. I will create 3 different adverts to inspire
my audience to change for the better. The 3 ads
will be a tv ad, a print ad and finally a radio
advert.

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Campaign Pitch.
Client Research.
Who Are They?
The client of this project is the NHS. The NHS, also known as the national health service, was
created in 1948 on the 5th July by health secretary Aneurin Bevan. Aneurin Bevan believed
everybody deserved medical attention, no matter what their social status was, this is why he
crated the NHS. Now in 2022 they treat over a million patience every 36 hours as a standard
practice and are known worldwide for there heroic actions and great service for the whole of the
UK.
Purpose Of The Campaign.
This campaign was set up for many reasons: change negative lifestyles, prevent smoking,
getting active but the main goal of the campaign was to help people prevent risks of developing
serious illness and help reduce the risk of being hospitalised with COVID-19. Also, the NHS aim
was to reduce the childhood obesity crisis, they noticed that the number of children with obesity
or weight problems was far too high. They decided this needed to change as hospitals were
getting overrun so started the campaign to advise and teach people to reduce the stress on the
hospitals.
Previous Campaigns.
Examples of previous campaigns are change for life, cancer awareness and mental health
campaign. “Change 4 Life” campaign was the most recent campaign and this campaign focused
on helping families lead healthier lives by eating well and moving more. This campaign was
created in January 2009 and the aim was to tackle childhood obesity. There main audience was
children aged 5-11 years old. The marketing for this campaign was extremely clever, they
mainly used a yellow background for most ads and scenes this is because the conations of
yellow is happiness and hope. Also, this ad is linked to an 80s TV show called “morph” which
uses the same type of character I believe this is used to relate to parents as they would have to
help the kids change and if the parents have a sense of nostalgia, they’ll be more likely to listen
and help the kids.
Improvements I would make.
After reviewing the NHS website I think it was quite boring and repetitive so when I do my print
add I will improve this and add something new and different to intrigue more people into
completing the campaign.

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Campaign Pitch.
Audience Research.
After analysing all of the results of my research I now know what
to include in my print ad and also my tv ad. This is because I can
see the problems that need tackling the most and will have the
most impact on my client and benefit them the most. For
example my main focus will be getting active as the results show
almost a ¼ of people don’t exercise at all. I will also focus on
having a balanced lifestyle. However I wont focus too much on
drinking alcohol.

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Campaign Pitch.
Story Board.
Scene 1. Scene 2
Scene 3
“Balance isn’t something you
find, its something you create”
TV Advert.
This is how my tv advert will run. It will show all the
different stages of a healthy lifestyle. I’ll use these
pictures as inspiration for my advert to re create with
my own footage. Where the arrows are represents
where I’ll add in clean transitions which will match
the movement of the camera to keep the flow of the
advert smooth and realistic.

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Campaign Pitch.
Tv Advert.
My idea was to create a realistic inspirational advert which shows the audience the truth about a healthy balanced
lifestyle. The thought process behind this was that people would be more likely to change if they saw a realistic
lifestyle which everyone can achieve. This meant I needed to show the challenges and pleasures of this lifestyle. I
did this by showing the hard work which goes into it but also the rewards and how you can live a health lifestyle and
still relax and treat yourself.
As you can see from my script there will be 4 different scenes which will take you through all the stages off a
healthy lifestyle. It starts off on a calm relaxing walk. To create this scene, I used many foley sound effects this
included everything you can see in my script. I chopped certain sounds and looped them to create a longer sound to
match my scene. For sounds like the dogs barking and car driving past I changed the decibels at certain points to
create the doppler effect which means the further away you get it changes pitch to sound quieter. For the other
sounds I changed volumes to match what you would hear if you were there to make it sound realistic for example
the birds chirping and the gusts of wind have been quietened so it just sounds like background noise. I added a
crunch sound effect to the footsteps this would give the impression I am walking on a nice autumn day through all
the leaves which would give a very relaxing feel. For all these I used freesound.org that’s why I had to edit each
individual sound so that I could create the effect I wanted.
For scene two I decided this was going to show the “getting active” aspect of a healthy lifestyle. This scene will be
taken place at a sports event for example a game of football. I wanted this scene to feel like you were the one doing
the exercise. To create this, I added many sound such as footsteps, heavy breathing and a heartbeat I quietened
these sounds so its realistic. To give the scene an intense feel I added a sports background cheering you on this
makes the environment more intense to show the challenges you face when trying to have a health lifestyle and
shows off the “getting active” aspect. For the crowd background noise I increased it to 12.5 decibels and also give it
a slight echo to feel like crowd is on top of you and in your ear cheering you on your journey of getting active.
Now for scene I wanted to show the truth behind a realistic ”healthy” and “balanced” lifestyle so I did this by
showing you can treat yourself and relax as long as you do ’get active’ that’s why this is the last scene. In this clip it
is the actor relaxing after his workout and watching tv and eating crips. This shows to the audience that a healthy
lifestyle includes benefits and it doesn't mean you have to cut all the enjoyment out of your life. To create this scene
I added sounds such as a sigh, a crip packet opening, chewing sound effect, tv background noise. So the tv
sounded like a background noise I decreased the volume and also muffled it slightly so it sounded realistic. I
actually increased the volume/decibels of the chewing this was too show how much he is enjoying the crips so it
shows the audience they can still really enjoy their food when living this new lifestyle. I also looped the chewing
sound as the sound I downloaded was too short for my scene however then it sounded unrealistic so I split the
sound up and looped different parts then added them together so the chewing was random and realistic.
Finally scene 4 was the voice over I added. This is where I said the inspirational quote. I did this to inspire the
audience to change and also show the goal of my add to the campaign to allow them to live a balanced lifestyle. I
recorded the audio on my phone in a studio with no background noise so it was only my voice you could hear and it
sounded clear and crisp. This quote is my add slogan so it gives the audience something to recognize and
remember when seeing the NHS advert.

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Campaign Pitch.
Print Advert Inspiration.
Positives
In these ads I will use the bright color scheme as this will help attract
the younger audience. Also if people is seeing this new better
healthier lifestyle as bright and colorful it will symbolize that they are
happy with there change. Also these ads use connation of colors to
convey meaning such as the yellow which connotates hope and joy
and also the green which connotates health and life. So in my print
ad I will also use colors to convey meaning. Also they use there
slogan “lets do this” I'm going to copy this and use my balance slogan
as well in my ad so it allows the audience to recognize and remember
my ad when they see or hear that quote. As well ill add the NHS logo
to so the audience knows who my client is and also where to look for
if they want more info on the campaign.
Negatives
When I do my Print ad I'm going to add more contact info this will
allow the audience to learn more about the campaign and how it will
help them and change their life for the better. Also when I do my add I
think the actor in the shot will be doing more exercise as my ad will
be about getting active so that is another thing will change compared
to these.

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Campaign Pitch.
Ideas on Fonts, color scheme, Content.
Fonts:
I will use Arial and Calibri for information but I will either create
my own font for a title or use more of a creative font such as
Cooper as this will add some creativity to the ad and make it
stand out. My font size for title will range from 34-40 and for
information it will range from 8-12.
Color Scheme:
I will use the classic blue and white NHS color scheme
however I will also use other brighter colors to show positivity
and happiness. Also I will be using my color scheme to convey
meaning to my audience through connotations.
Content:
I will show 3 stages of a balanced healthy lifestyle mainly
based around getting active. The 3 stages will be going for a
calm, relaxing walk, doing a serious form of exercise, the
relaxing after a long day. These 3 stages will show a realistic
lifestyle and how you can still treat yourself as long as you “get
active”. This should inspire my audience as it doesn’t show a
dramatic change to there life style and it in fact shows that with
a couple small changes you can completely change your life.
This is will be less scary and should contribute to more change
which is my more effective for mt client to reach their goal.

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Campaign Pitch.
How each Ad can be useful.
TV Advert:
On average, everyone in the UK alone, watches 22.5 hours of tv a week. Within these 22.5 hours
there will be many ads this means everyone in the UK could see my ad multiple times. As a result
it gives me a massive chance of changing people lives as they are seeing this opportunity so
many times eventually they will be tempted. So, because of this I will achieve my clients goals and
needs.
Radio Advert:
A radio add is a great place to share information as the main listeners are older generation who
are more likely to take note of this and actually take interest. So this is where I will tell them
different stats and statistics about the lifestyle they are loving which could help them make their
mind up to change.
Print Advert:
The benefits of using a print advert is I can turn them into, posters and can put them anywhere.
This means anyone can come across them so by using this I can influence many people which
can lead to people changing which will then benefit my client and reach my goal.