This document outlines a pitch for a documentary about online activism and culture in the digital age. The target audience is 16-24 year olds. Research was conducted on social media's role in modern activism movements like Black Lives Matter. The documentary will discuss the pros and cons of online activism and look at different movements. It will follow typical documentary codes and conventions with a changing color scheme and subtitles. The pitch argues this documentary will be successful due to its timely and relevant topic that appeals to younger audiences interested in activism and social issues.

1. CULTURE IN
THE DIGITAL
AGE
PITCH

2. TARGET
AUDIENC
E
• My target audience is mainly people
between the ages of 16 and 18 as
they take up the largest portion of
my audience.
• Absolutely no preference for gender,
religion or income.
• As long as the person viewing the
product I am to make is between the
ages of 16-24 I feel they will enjoy
the product I intend to make

3. RESEARCH
https://www.birmingham.ac.uk/news/2021/social-media-and-modern-activism
https://www.ypulse.com/article/2020/07/14/this-is-how-gen-z-millennials-have-changed-activism/
• 70% of 13- to 39-year-olds agree that climate change poses an immediate threat to human life.
• 55% of 13–18-year-olds participated in some way towards the #BlackLivesMatter movement.
• Online activism has given people with marginalised voices a chance to be heard.
• Due to the boom of social media activism, it had caused political campaigners to communicate their messages in a more
simplified way.
• Online activism in most cases are more passive than actual protestors meaning that less will get done however when there
are both online and offline protests to support a cause that’s when changes seem to be made.
• Online activism had proven itself to be a great way to raise funds for a cause.

4. WHAT HAVE YOU LEARNED FROM
RESEARCHING AND ANALYSING EXISTING
PRODUCTS?
From the research I had done on existing products it has helped
me in many ways as I had not only learned about the different
codes and conventions of a documentary, but the research had
also helped me when it came to giving me some ideas of how to
structure my documentary. My research also as I watched
documentaries including interviews, all with different ways of
framing the interviewee, which gave me ideas on how to capture,
frame and edit my own interviews as I plan on including one or
two in my own documentary.

5. WERE THERE ANY CODES AND
CONVENTIONS YOU WERE GOING TO
FOLLOW OR CHALLENGE FOR
THIS CAMPAIGN AND WHY?
Symbolic Codes : Mise en Scene, possibly props that correlate to what I am talking about, appropriate
setting (such as an outdoor setting for talking about protests and a blurred monochromatic background
for an interview.) as well as a colour scheme.
Written Codes : Font, language style, Text.
Technical Codes : Camera techniques, Camera angles, Depth of Field, Lighting, Sound, Exposure, Editing
and Framing.
• Voiceover
• Using real footage to enhance a point
• Visual Coding

6. WHAT ARE YOUR IDEAS
FOR YOUR CAMPAIGN?
My idea for this campaign is to attempt to educate my audience on the extreme
important subject of Online Activism because of the boom of online activism that
occurred during the pandemic.
Subjects I will touch on:
• Pros and Cons
• #BlackLivesMatter
• #HeForShe
• #StopFundingHate
• Generational difference in the approach to activism

7. IDEAS ON FONTS, COLOUR
SCHEME AND STRUCTURE
Fonts: After some research I found the best fonts for subtitles are arial and
verdana so I will be using one of these for my subtitles.
Colour Scheme : I feel that the colour scheme would change throughout the
documentary based on what I will be talking about so when I talk about BLM
be using the colour palate that correlates with that movement and the same
with the rest.
Structure: Three-Act Structure (Introduction, Middle and Resolution)

8. WHY DO YOU THINK THIS WOULD
BE A SUCCESSFUL CAMPAIGN?
WHAT IS IT'S USP?
I feel that my documentary will be successful as it is a documentary that
focuses on an important as well as a relevant issue that has been boomed over
the duration of the pandemic. As well as this I know that this will be successful
as it includes information based on many different subjects all around the same
idea that social media which all teenagers seem to love has had a mostly
positive effect on society's approach to activism.
When It comes to the USP I feel that my idea itself is the unique selling point as I
feel out of all of the documentary ideas in my class, mine is one of the most
strange but inriguing ideas as it will be a mix of facts and opinions on important
issues.

9. HOW DO YOU THINK YOUR CAMPAIGN IDEA IS
RIGHT FOR THE CLIENT AND THEIR NEEDS?
Personally, I feel that my campaign is right for tehe client and their needs as they
asked us to create something based around culture in the digital age and not
only have I found a unique topic to focus my documentary on but it's also a topic
that focuses on a prominent and important issues within the online culture that
has seen a large boom in the past few years.
As well as this, the BBC Three aren't strangers to activism as well as the BBC
Three hosts a TV show that literally focuses on young activists campaigning a
cause (Generation Activism) which shows that the actual idea fits in with what
the BBC have already produced in the past.

10. HOW WILL IT APPEAL AND
ATTRACT THE RIGHT
AUDIENCE?
I feel that my campaign is going to appeal to the right audience as the content
that I plan on having in my documentary are all ideas that have been important
issues within the younger generations (such as Millennials and GenZ) such as
the activism that has took place online, especially like the BLM movement. I
will most likely be using quite a lot of images in my documentary which will
appeal to my target audience well as from research I had done in the best I am
aware that large chunks of text are unappealing to a younger audience as they
do not like information being thrown at them. As well as this, everyone else
doing the project seems to be focusing on social media and its effect on culture
so I feel my unique approach will appeal to my audience.