The document outlines the aims of a television, radio, and pop-up ad campaign to scare teenagers and young adults about the dangers of binge drinking. The television ads will run during soap operas that young people watch. The radio ads will use shocking sounds and voices to evoke fear without images. The pop-up ads will remind people of the ads and feature shocking images and colors to convey danger. All ads will feature the same main character to create continuity and relate to the audience.

1. Idea of the advert
Tina Hartnell

2. Aim of the TV Ad
The aim of my television advert is to scare teenagers
and young adults into realizing the dangers of binge
drinking and other dangers surrounding and caused
by this issue.
To reach out to this intended audience I will have my
advert played in between television soaps such as
Hollyoaks and Eastenders where binge drinking and
alcoholism are shown to be a problem by characters
that my intended audience can relate to.
It is also likely that a huge percentage of the
audience for Hollyoaks and Eastenders will be from
my age group.

3. Aim of the Radio Ad
The aim of my radio advertisement is to once again scare
the intended audience into the realization of the danger of
binge drinking. As it is not possible to do this visually with a
radio advert I will rely entirely on sounds that will shock and
evoke fear into the audience.
I will use a soft teenage female voice as this fits my target
audience and instantly gives the audience an idea of her
innocence and the danger she has put herself in. This will
be juxtaposed with the rough voice of a young male which
will over power her voice and give a sense of imagery to
the audience.
As most people of the age of my intended audience would
listen to the radio on the way to college or work or in the
car, it is likely that by having a radio advert played
throughout the day my advert will be heard by my intended
audience.

4. Aim of the Pop up Ad
The aim of this advertisement is to give the audience a
reminder of the advert they are likely to have seen on the
television advert or heard on the radio advert.
I will use a powerful image in order to shock the audience
as well as the company logo in order to show that the
campaign is legitimate and coming from a reliable and high
up source.
The colour scheme of the pop up will be blacks and reds
as these colours connote danger and death which
illustrates the points of the campaign.
The pop up will appear when the audience logs on to a
website such as Facebook as this is where the intended
audience is most likely to see it.

5. I will use the same main character throughout all
of my adverts as this gives a sense of continuity
and gives the audience a more personal
relationship with the main character allowing
them to relate to her further. I will also try and
show a female and male character in all of my
adverts as this shows how anyone can be the
victim or the person committing the crime.
All of the adverts will have the call to action that
makes them consider there actions and stop
binge drinking and start drinking responsibly.