This document outlines an advertising pitch for a print advert aimed at raising awareness of mental health issues among 14-19 year olds. The proposed advert would focus on depression in young people and highlight statistics from sources like the WHO. Primary research with teens found they were unaware of depression statistics and preferred online and bus stop advertisements. The advert would use emotional imagery and credible statistics to communicate the importance of talking about feelings of stress or depression. It would be distributed on the Daily Mail website, YouTube homepage, and bus stops targeting the intended teenage audience.

1. Advert Pitch
OMAR RASOUL

2. Advert Brief
 The aim of the brief is to create an awareness/charity print advert for S.I.F.T
(SOCIAL ISSUES FOR TEENS).
 It is a print advert that is targeted towards 14-19 year olds. The advert is to be
advertised on online, bus stop stand or the side of a bus, newspapers, etc.
 The overall message of advert is to highlight serious issues that are specifically
affecting the wellbeing of young people.

3. General aim of the advert campaign
 My advert will be based around the issue of mental health, and will be targeted
towards 14 to 19 year olds.
 Mental health is an issue that effects a lot of young people and can range from
anxiety attacks, panic attacks, depression and eating disorders.
 My own advert will have more of a focus on depression and how that effects
young people, how that might feel like and how it can be dealt with.
 Depression in young people can start from many forms of stress whether that is
academic, personal or other causes.

4. Target Audience
 The main target audience would typically be, female aged 17, from a family
belongs to a C1, C2, D, E socio economic class, more working class, family also has
a working/middle class income
 In regards to education they are currently undergoing college/sixth form
education
 The secondary target audience will also be males from the same age group as
there is still a percentage of males who deal with the same issue but not as much
as females in this age range do therefore they are the second audience.

5. Primary Research
 I surveyed a group of ten people within the target
audience.
 The results of the survey showed me things such
as the trades that my target audience most use
to view the news both print and online as well as
gaps in the audience’s knowledge on statistics
regarding mental health and also things such as
the amount of the target audience that have delt
with issues of this kind.

6. Primary Research
 Another question I asked within this
questionnaire was for the responders to identify
which of the statistics I provided was false.
 As the results show a majority of the responders
were unaware of which statistic was false as
they mostly picked the right statistic as false.

7. Secondary Research
 Secondary research was able to help me gain information to present that talks on
how certain issues effect my target audience.
 An example is from an information that was available on the WHO (world health
organization) site which stated that ‘Globally, depression is the fourth leading
cause of illness and disability among adolescents aged 15-19 years and fifteenth
for those aged 10-14 years’
 This sheet also talk about how the effects of things such as depression or anxiety
can at worst lead to depression. Statistics such as these as the primary audience
research showed are not as recognized or known by my target audience and
therefore could be mentioned within my advert to help educate the audience.

8. The Message
 The messages that my advert should communicate to the audience are mainly
those of the importance of communication when going through phases of
depression and stress.
 In addition to this the advert aim to give other audience members who might not
have been in these types of situations or had these types of issues what it feels
like to go through things of this nature.

9. Styles and Persuasive Techniques
 Ethos advertisement will be used in the advert through highlighting the credibility
of the statistics that are being provided and who has provided them. For example
statistics provided by reputable sources such as Gov.uk and WHO will rightly be
labelled as so.
 Pathos advertisement is also very present in this advert as it will be aiming to
convince the audience of the importance of communication when stressed or
depressed through showcasing certain imagery that should invoke emotions for
the audience.
 Logos advertisement is present within the advert through the use of statistics that
back up the message I am trying to spread.
 Use of shocking imagery is something I plan to use to give the audience a
visualization of the feelings that depression, stress and lack of communication can
cause

10. Distribution
 In regards to distribution as the primary audience research
showed the audience online usually visit news sites such as the
daily mail and travel through bus, therefore the advert will be
shown online through the daily mail as well as advertised on
bus stop stands and the sides of bus’s in order to reach the
target audience effectively.
 In regards to the social media, the primary audience research
also showed that the audience mostly interacted with YouTube
on a regular basis, therefore the advert can be advertised on
the home page of YouTube where the image and a link to the
information can be shown.

11. Legal or Ethical Constraints
 A Potential legal constraint on the advert can be the problem of potential false
advertisement, in the sense that the advert by some might be seen as
misleading or an over exaggeration of a serious issue and in term this is also an
ethical issue and this would overall equal a ASA complaint.
 Another potential Legal constraints on the advert is the potential use of imagery
or brands that characters are wearing or using that we may not be allowed to
use.