Jordan Lee created an advertising campaign called "Inside Mind" aimed at raising awareness of mental health issues. Originally intending to target men's higher suicide rates, Jordan expanded the target audience to have a broader impact. The poster uses a bold font over a dark image of a male model to contrast hopeful and gloomy messages. Feedback noted the campaign's gender neutrality but some confusion from the singular male image and pink/blue colors. Jordan's website home page communicates help resources but lacks detailed information. Technically, conventions like navigation bars were followed, and aesthetically a consistent color scheme tied pieces together. Overall the campaign effectively raises awareness, though more diversity and facts could improve communicating its message and resources.

1. Evaluation
Jordan Lee

2. 1. Are your finished pieces fit for
their intended purpose?
• The main purpose of my campaign that I originally intended on changing was to target the amount
of suicide rates in men as it was more than triple the amount of women's suicides rates, from
research and knowledge I knew that mental health or health in general is something that men
don’t tend to talk about or see anybody about as they will think it is going to blow over. Men also
don’t have general knowledge about mental health and may not know whether they are
experiencing something common such as depression, anxiety disorder, post-traumatic stress
disorder PTSD. A lot of stigma surrounding mental health also comes from the male population.
This is why originally my campaign was going to fill this purpose of making men more aware of the
facts and the help they can get, as my project went along I changed my ideas to fill a much larger
audience as I think targeting one audience will have less of an effect on the world than a much
broader audience.
• From here on my work because more gender balanced and I still targeted the same purposes as
before but for anybody, I feel that my campaign was fit to have a effect on people mainly changing
attitudes around the stigma that has been made about mental health and to raise awareness
about mental health. My campaign was also supposed to be informative about mental health but I
don’t feel like I fulfilled this purpose in my campaign as my poster was intended on raising
awareness and getting people help and it did so well but my final piece (website) should have and
could have contained more facts and figures but I feel with a bit more time on my website I would
have got these things included in to it then I feel this purpose would have been filled.

3. 2. Do they communicate your
message clearly?
• My message from my campaign I feel was clearly communicated, I was aiming to grow the knowledge of
mental illness being a thing that could effect anybody in the world and my campaign said this. From my
poster the quote I had on there was ‘Mental health effects all types of people’ ‘it’s your time to talk to us’ I
think straight away this lets people know my message but I think it was other things within my campaign
which helped get the message across.
• Aesthetical things within my work played a big factor in helping my message be so clear, the font I chose to
use for my campaign was very bold and easily readable, to a passer by this font will grab their attention
then they will go on to read it. If I was to chose a small not very readable font people wouldn’t know what
the campaign was made for neither know the message I was trying to get across. The same applies for the
colour scheme I chose, without the bright colours chose my poster would have had no effect of getting my
message out to people. The colours chose also helped communicate the message to a wider audience as It
is easy on the eye and looks of interest to people of all ages.
• The image I used also helped get my message across, the model looked directly at the audience which gave
the message a way of directly targeting the reader and getting the message out to them. Although the
image was used well at directly targeting people it also made the communication of the message
confusing, the fact it was a male was suggestive that It was only communicating with males but the colour
scheme and text suggested it was aimed at both genders. People picked up on this within my feedback and
I think that to make the message as clear as possible I would have to make other copy's of the poster with
different genders, the same also applies for the website I only had one type of person used and I could do
with more of a variety.
• Comparing my poster to another professionally made poster I feel that as a way of communicating the
message my poster did a better job of it. The professionally made poster focus’ mainly on the image used
in the poster to get a message out to people where as my poster used a blend of text and imagery which
were both directly targeting the readers and in my opinion making more of a impact and communicating
better.

4. 2. Do they communicate your
message clearly?
Comparison between my poster and the NHS
professionally made one.
Peoples opinion on what message I
am trying to communicate was fairly
accurate.

5. 3. Are they appropriate for your
target audience?
• I think there are two ways of which way my work can go and I think there are pros and cons to if they
are appropriate. As my target audience was for males and females aged 16-100 I think the content
used was appropriate, I used no offensive or upsetting images and the campaign is very neutral
therefore not suggesting any targeting audience. Although the campaign is fairly neutral if my
feedback was on a larger scale more people might think that this campaign was aimed at young males.
This could be because I only used one type of person in my campaign to model and that was a Male
teen, I think this would be very suggestive to people looking at the campaign that the help is only
there for male teenagers. I think for this reason my work should have had multiple models to make it
more obvious that I was aiming my campaign at a very broad audience like the example I have used on
the next slide of the mental health website, on just one page it shows a range of different people such
as; children, men and women and I think doing this shows it is targeting all types of people. The same
applies for the colour scheming in my work, some people thought that the sky blue and pink were
suggesting females were the main target of the campaign I think this was because they weren't very
bold colours that people may associate with males such as navy blue or green. If I was to make the
colours bolder or if I had two separate colours schemes for each gender then it would make it more
appropriate and obvious that I was targeting both genders.
• The majority of results from my feedback agreed that my campaign was very gender neutral which
came from both males and females. So I think people will be aware when viewing this campaign that
anyone can be helped. Although the majority was voted both genders one person did say they thought
it was aimed at females I think this showed that maybe the colour scheme from my work was gender
suggestive but as more people knew who I was aiming for I don’t think my work will need changing
over this.

6. 3. Are they appropriate for your
target audience?
Mental health website example.
Feedback on the audience that I was aiming at.

7. 4. Compare and contrast your
original intentions with the
outcomes you arrived at.
• My work I created didn’t really take a lot from my original intentions, my original ideas were a cartoon or fully graphically
made for the posters but as production went along I thought it was better to use a original image that I took for the poster,
I did this because I thought using a photograph of a real person would have a lot more effect on people looking at the
poster than a drawing that cant be relatable to their problems at all. This was a better choice as it made the poster look a
professional standard and also got me using more techniques within my work.
• On the mood boards I created for the ideas for the project I has multiple fonts that I intended to use, as you will see on the
next slide the fonts I chose were very strong and suggestive and would have made my poster look grim and quite dark. I
think this as a whole with the image I chose it would have made my poster look very badly planned out as they would
clash too much and make mental illness seem all doom and gloom. I think my choice to choose a rounded edge font that
almost gives a hand drawn effect was much better as it gave a contrast between the font and image to make it a lot more
eye catching.
• My colour scheme also changed completely from my original intentions for the same reason that I decided against the
original font ideas, the colour schemes on my mood boards were dark and not as eye catching as the colour scheme I
ended up choosing to finish with. I then went on to use this colour scheme as a basis for my full project. The pattern of my
colour scheme was carried through every piece of work to make my campaign recognizable from the colours I used.
Although the colour scheme I picked was eye catching to people the actual colours I used had people confused about who
my campaign was aimed at as I had a male model then quite stereotypically girly pink and blues. This did cause some
confusion compared to if I had gone with my original colour scheme ideas from my mood boards, but I think I made the
right decision as it adds some originality to my campaign to others which are out there as all the professional ones all went
with the same type of colours schemes which were dark and depressing which was giving off the wrong message to people
with mental health problems.
• I think my original visual expectations and layouts of my posters came out exactly the way I planned, the image I took for
my poster was exactly how I intended on it being on the poster and gave of the effect of someone who is down, also
addressing the audience by looking directly at them. This added more character and meaning to my poster and also more
professionalism. Although I did have this image my original intentions was to take multiple images of people from different
ages groups and genders, I think having done this as oppose to my final outcome my work would have been much better.

8. 4. Compare and contrast your original intentions
with the outcomes you arrived at.
My original ideas to base my poster on changed massively
through production going from the styles on this mood board
to the style I chose to use.
Original colour schemes and font ideas for my project
which were then decided against.

9. 4. Compare and contrast your original intentions
with the outcomes you arrived at.
Development in original intentions then to
the final outcome of my work.

10. 5. How effective are the
techniques you have used?
• I used many techniques when creating my work, the most effective being my Photoshop work. I
feel that this was the most effective as it was the basis around my project to create pieces of
work within Photoshop and I used my skills and abilities to create the most professional looking
work I could of produced on Photoshop. Within Photoshop I used techniques to create some
things in my work that were very effective, using a clipping mask with a image or crinkled paper
on some of the boxes of my website was very effective and gave the website more character and
also linked it to the name of the campaign ‘Inside Mind’ as it gave the effect of somebody trying
to get their thoughts onto paper but not doing so and just screwing their problems up. Also to
someone looking at the website It may look like screwed up tissue as if someone was upset so I
think this was a very effective technique to use when making my website.
• One downside of using Photoshop to make my pieces of work was when making my
merchandise, I feel like it made my pieces of work look very unprofessional and flat. So I decided
to just make the designs through Photoshop then upload them onto Red bubble which had pre
made merchandise templates for designs which came in helpful to make my work look that bit
more professional as appose to making them in Photoshop as you will see on the next slide
examples of Photoshop merchandise then merchandise made through Red Bubble.

11. 5. How effective are the
techniques you have used?
Merchandise made through red bubble was a much simpler
way of creating professional looking work.
Scrap book and clipping mask effect used on website.
Photoshop attempt and then Red Bubble product.

12. 6. Is the content effective?
• I feel that the content in my work is effective and would work well as a live campaign. I
think my poster was the most effective part of my work and I feel that it was made so
effective by the imagery I used and produced. I took the image myself and I feel that the
way the model is directly looking at whoever is reading creates the effectiveness, the
image is dark and gloomy which gives off the image people imagine mental health to feel
like. This image sits behind bold and colourful text which may stop it being the first thing
that grabs you but when you look at it and the font together it becomes really effective to
people and especially to people that may feel like this person in the image, like their life is
dark and dull.
• The text over the top of the image is bright and bold which gives a completely different
message to the image making it very contrasting and also makes it even more eye-
catching. Because of this it is very effective at getting the message out to people and
getting the campaign noticed, but it is also effective from the reason I previously
explained about the image. As the font is bright and cheerful it acts as though you may
feel dark but inside your mind you can bring out your colours if you was to talk with
somebody.
• If my website was fully put together with working links and pages coming off the home
screen I feel like the techniques and style I used would have been effective but I feel just
the home page by itself didn’t really have any effect as it was mainly just visual. Although
it does mention multiple times where to get help from so It may have been effective to
people if they were to look at the homepage even without it being packed with info.

13. 7. What impact do you think
your advertising campaign will
have on the public?
• The impacts that will hopefully be made by my campaign will be to carry out all of the
purposes that I intended on reaching with the campaign. The first impact id like to have from
my campaign would be to raise more awareness on mental health, I feel as though my
campaign would make an impact on the public about raising awareness as my campaign
speaks out to all people letting them know about mental health and that it can effect
anybody. I also feel that my campaign will get more people speaking out about their illness
and not hiding it inside no more, I would have like the campaign to have a large impact on
males speaking out about mental health but as my campaign went on it was easier and
would also have more of a impact on the larger audience that I decided to go with in the
end.
• I also feel that the image used on my poster will have a big effect on the public as they will
look at this image possibly thinking that’s how they feel or that’s how they see friends or
family and see it as a quite depressing and dark thing and then read the text that is bubbly
and bright then they will start to get a better understanding of mental illness just from one
image and two lines on a poster and start to talk about mental illnesses and also Inside Mind
as a campaign that offers help.
• My campaign will also be memorable to the public and I think this is key to having a impact
on more people as they will remember who you are and where you are to help. This is also
backed up by my questionnaire where people said that if they needed help this campaign is
memorable and they would know where to go for help and that they are not alone.

14. 8. What are the technical and
aesthetic qualities of your work?
• When creating my work I used many technical qualities for creating my final pieces, these things were little
unnoticeable things that you wouldn’t normally think about but also much bigger things. The smaller things
came a lot from my website, these included things like having my homepage run down the middle of the
page this was following my knowledge of the typical website conventions. Other things that I knew
technically to do with my website due to general website conventions was that I needed a navigation bar at
the top of the page, it may not be always places in the same places at the header of the page but I knew to
have this somewhere noticeable at the top of my website.
• Although a lot of my technical qualities came from my website some also came from my poster, I included
social networking addresses on the poster as now this is a common way for people to communicate and is
something technically that is important to have in most campaigns or any pieces of advertising work in this
current time of technology.
• Aesthetical qualities of my work included the use of drop shadows, clipping masks, colour overlays, fonts
chosen and many other things. The best qualities aesthetically from my work I feel was my use of my colour
scheme, although it could also be seen as technical I liked the shades of pink and blue I used and keeping
them consistent throughout most of my pieces of work was really aesthetically pleasing and also made my
campaign more memorable.
• Although I think aesthetically my work was really good there are some improvements that could be made to
make my work better. From my questionnaire I asked people what they thought could be improved they said;
more detail in merchandise, add extra info and font to image ratio on my poster. I think I could definitely look
back one of two of these things and I especially feel like my campaign could have definitely given more
information on things, this could be info on the company itself, info on mental health or information on
people they have helped and their back story's. This would have added more professionality to my work and
also make people feel like they know who they are talking to and what we ‘Inside Mind’ can do.

15. 8. What are the technical and
aesthetic qualities of your work?