everybody is beautiful

1. everyBODY is
beautiful
Mary Callisto
Final Idea Pitch

2. Target Audience
When I was brainstorming up the target audience for my documentary I didn't select a specific
demographic that I was aiming my documentary towards. This being because my documentary is
applicable to everyone. Body Image and Body Confidence is something that can have an effect on
everyone; and cause people to feel like they are lesser of themselves. I do believe however, that
my topic is more relatable and relevant to a younger audience of people within the ages of 11-
23.This being because at the age of 11 is when people enter secondary school, which is a new
environment for them, meaning that they are exposed to new things and their bodies develop.
Throughout a child’s journey in secondary school, they experience puberty in which their mindset
and body changes.Due to this they start to take their appearance more seriously and typically at
the end of their secondary school experience they become more familiar and accepting of the shape
they have in means to attract their desired sex. This continues through to university where both
boys and girls are influenced to look a certain way to both instill confidence and to again attract
those of the desired sex.

3. Historical Research

4. Primary Research
In order to further understand my relevant ‘target audience’ I decided to conduct various primary
research such as:
1. A Focus Group

5. Primary Research
In order to further understand my relevant ‘target audience’ I decided to conduct various primary
research such as:
2. An Interview With My Parents

6. Primary Research
In order to further understand my relevant ‘target audience’ I decided to conduct various primary
research such as:
3. Questionnaires

7. Secondary Research
I also conducted various secondary research methods (content research etc.) in order to gain more
of a social understanding of my topic and seen the way in which others who may have made the
documentary approached the topic. For e.g. I did a content research task; within this task I had
to:
- Research 7 articles related to my topic
- Find 2 Companies/ Organisations that do something concerned with your idea
- Research Facts, Figures and Statistics about your topic

8. Articles
Article Link:
http://selfesteem.dove.co.uk/Articles/Written/the_impact_of_social_media_and_body_image_does_social_networkin
g_actually_trigger_body_obsession_in_todays_teenage_girls.aspx
Title: The impact of social media and body image: does social networking actually trigger body obsession in
today’s teenage girls?
Author: Jess Weiner
Date: 27 June 2014
Summary: This article discusses whether social media plays a part in people wanting to make their bodies look
a certain way. It talks about the research conducted in order for them to stem an argument to this question
and it promotes the idea of having a good sense of self esteem. This article addresses the question and then
shows the help that they can get if they feel this way or if they feel like they’re pressured to look a
certain way and they end it with someone basically saying that everybody should be comfortable with the skin
that they’re in
Impact: This is effective because it explores back one of the aspects of body image that I’ll be addressing
in my documentary so I’ll be able reference back to this article in case I need help with some points and
also it addresses social media’s play in people feeling like they have to look a certain way

9. Secondary Research
I then explored the current existing programmes/documentaries that are already available today and
I decided to evaluate them against my idea. I identified; What the documentary was about?, Who the
target audience for the documentary is ?(giving evidence based upon topic,style and presenters)and
Why my documentary and my idea is different to this one? By doing this I was able to establish/
differentiate my own idea making sure that it had some individuality; this making it more likely to
appeal to an audience. It also worked as inspiration because I was able to adapt some of the themes
and visuals that was presented in these documentaries.
2. Under Pressure - Teen Body
Image and Eating Disorders
1. Taryn Brumfitt - Embrace/ Body
Image Movement
3. Swallow it: A society’s
struggle with eating and body
image

10. After conducting both of my research
both Primary and Secondary; I had to
evaluate its effectiveness.I stated
what method I used and then what is
helped me and what I gained from it

11. How did my idea start? My idea started because I began to think
about today's generation and how people
are made to believe their body is supposed
to look a certain way. Me being a teenage
girl of today there is an applied pressure
because your body to look a certain way in
order for you to be seen as beautiful. If
you are bigger than that expectation you
are seen as ‘ fat ‘ which is connoted to
be ugly. Also, this idea sprouted by
general observation. By looking at the way
girls/promote themselves to their desired
se and listening to the things girls/boys
say about their bodies in comparison to
others. If people don't fit this ‘body
norm’ then they are subjected to body
shaming by the majority which lowers body
confidence and self esteem.

12. What factors changed my idea?
- Looking at my SWOTS gave me the ability to understand
why people thought that certain things were a
weakness and the threats that also came with this
idea. I had to rethink the practicality of this idea
and think about how I was going to present my idea
visually. I had to break my documentary into three
parts (Introduction, Middle (most important part) and
Summary) and then specify how I was going to
incorporate the conventions in each part of the
documentary and how long each part would be.

13. Channel and Distribution
Advertising Impression Cost
1. Social Media - paying
for small ads to be
posted in different
sites
- 21st century majority of people are connected to a social media account
so I if I was to put up posters or little adverts on a site such as Facebook
or Instagram.
Pre - roll Video on
Youtube - £600
OR
Banner on
Facebook - £400
2. Commercials/ TV adverts - A lot of people will end up seeing the adverts on television so they are
aware that the documentary is being arranged and those interested in the
actual topic will want to watch it.
TV advert on
Channel 4 on
Sunday night 10pm
- £1,500
Final Cost - £2,500

14. Channel and Distribution
Promotion Impression Cost
1. Arrange a ‘pop-up’ event
for your documentary on
London South bank
- Will create a ‘buzz’/ publicity around my topic so more people are aware of the
production of this documentary.
£800
2. Premiere Screening of your
documentary at the Clapham
Picturehouse
- It gives me an opportunity to tell people why this documentary means so much
to me and why I‘m making this.
- Able to invite the organisations/companies that I’ve involved in the
documentation of the documentary to speak to the audience to make them more
ware of the issues I'm discussing which will help them with their organisation in
terms of exposure /publicity.
£200
Final
Cost:£1
000

15. Channel and Distribution
Publicity Impression Cost
1. Pay a PR agency - It’ll give my documentary exposure. It’ll be seen in a lot of places so more people will be
familiar with the documentaries content. Being that my documentary represents a
movement I think that the best form of publicity is to pay a PR agency.
£1000
2. Send an exclusive clip
to TV bloggers
- It gives people something to discuss and talk about it. Being that my documentary is focused
on the opinion of the people I think that allowing people to discuss the topic makes them
more interested in what my documentary is going to be about, It builds up a profile on what
people can already expect to see without it actually being released.
£100
Total:
£1100

16. Where channel are you going to put it on?
I’ve decided that I am going to put my
documentary on BBC. I think that this will be the
most effective channel to put my documentary on
in terms of promoting my documentary Also, BBC
has a denomination called BBC Fresh where they
put up documentaries that small british film
companies produce in order to give them a
platform which I think again will be beneficial
to me because it’ll give my documentary the
exposure that I need to increase my viewers.I
will be broadcasting my documentary on BBC3 this
being because I think that the programmes shown
on this channel suit the tone/mood of my
documentary.

17. Commercial Viability In total I am going to spend $135,450.
Converted to pounds I’m going to need
to generate £108, 106.03 for my
funding. However, being that I am a
small business this budget is
unrealistic so I will aim to make
adjustments within my budgets. I am
going to be both the producer and
director of my documentary so I’ll save
$18,900 and also I won't have every
single key personnel present every
single day of shooting.

18. How am I going to fund it?
When I was decided who was going to fund my documentary I was stuck between Indie
Gogo and KickStarter.I highlighted what the benefits of my documentary was going
to be. I’m yet to make an official decision.
Indie Gogo Kickstarter
- Established to provide more
opportunities to backers
than Kickstarter
- Indiegogo is usually
perceived as a less strict
platform
- available in over 200
countries and provides more
categories (24 vs
Kickstarter’s 15
- Gives backers control over
whether they want fixed
- It’s the biggest
crowdfunding platform there
is.
- Kickstarter campaigns have
already raised over US$2bln
- It’s hosted 95,000
successful projects
- Total of 9.7million backers
- A further 2355 campaigns
have raised over US$100k.

19. Legal and Ethical Issues

20. Structure of my Documentary
- Opens with
cutaways of the
general public in
order to show the
different bodies
shapes that exist
in my surrounding
environment
- I’m going to
include a voice
over discussing
what is suggested
to be the social
norm of body
shape and its
‘expectations’
- Show
publications
from the media
glorifying
different body
shapes
- Incorporate
the history
of the
expected
size of both
men and
women over
time today

21. Structure of my Documentary
Middle
- Voxpops of people
on the street
asking them: 1
thing they love on
their body? and
one thing that
they would
change/alter if
they could?
- Interview with
someone who works
in a eating
disorder clinic
and hopefully an
interview with
someone who
attends the clinic
- Another set of vox
pops asking the
public: If they
believe that the
media plays a role
in the way in which
people view
themselves?

22. Structure of my Documentary
- Reaffirm my
conclusion of
what I’ve learnt
and gathered
from my vox pops
and my interview
- Compilation of
every positive
someone has said
about themselves
- Footage from
the inside of
the Eating
Disorder
Clinics in
order to show
what they do

23. Structure of my Documentary
Middle

24. My Aims, Objectives & Purpose
The aims of my documentary is to firstly
promote self love and acceptance of body
shape which I think is very important. I am
aiming for for the stories included within
my documentary to inspire and motivate other
to feel at peace with themselves. I want to
inform and get opinions as to why people
think that there is a pressure on people to
look a certain way and if it’s influenced by
the media. Also I want to address the
problems that may come about to those who
may not fulfill the desired shape for e.g.
eating disorders etc.

25. Thank you for listening if you need any additional information
concerning the contents of my documentary please visit my WIX page