This document outlines Destiny Greenwood's rationale for creating a promotional video on bullying prevention for pre-teens and teenagers. Their target audience research found that video is the preferred medium and bullying is a widespread issue. Two sources of inspiration for the project were statistics on bullying prevalence and an emotional anti-bullying video Destiny saw previously. The charity Mind, which aims to reduce bullying and promote mental health, is the client. Three story ideas are presented involving characters being bullied at school or online and dealing with the consequences. The second idea, about a depressed teenage boy being secretly bullied, is selected to pitch as most relevant.

1. RATIONALE
BY DESTINY GREENWOOD

2. PLATFORM PROMOTIONAL VIDEO
THEME BULLYING
MESSAGE TO PROTECT OTHERS FROM BULLYING
AIM OF PRODUCT TO HELP PRE TEENS AND TEENAGERS
UNDERSTAND THAT BULLYING IS MORE THEN
PHYSICAL AND CAN BE DEALT WITH.
DEADLINE SEPTEMBER 2019
BUDGET £500 – FUNDED BY CHARITY

3. TARGET AUDIENCE
• My product is aimed at pre teens and teenagers between the age of 11 and 18.
I have chosen this audience because statistics show this is the most common
age bullying occurs.
• I am targeting these groups because bullying is highest in this age group and
also they are most susceptible to learning new things and they can take in and
pursue new things easily.
• The aim of my product is to attract my target audience to the video and be
inspired to pursue the main aspects mentioned within the video , I have used a
video to attract my target audience because it is more modern and what pre
teens and teenagers are into these days as YouTube is a massive part of most
teenagers lives these days this is where I would publish my final video.

4. This is how my target audience influenced me , I done a questionnaire for 24
preteens/ teenagers and these were my responses -
QUESTIONS YES/NO OTHER RESPONSES
Would you prefer a video or leaflet to promote anti bullying ? 23 Y / 1 N
What age group are you within ? 18 – 11 – 18 years old 6 = 19 – 25 years old
Have you been bullied ? All said YES
Have you been a bully ? 15 = Yes / 9 = No
Would you help someone who was being bullied ? If not why ? 23 = Yes 1 No – because I would
be afraid they would start
bullying me.
Do you think bullying is only done physically ? 20 = Yes / 4 = No
These statistics really helped me whilst I was researching as it showed just how badly bullying was impacting people’s everyday
lives. This primary research really helped me when it came to coming up with the idea of the video as you can see that that’s
what my audience was more keen on was the promo video , also it showed how bullying is dangerous for people whop want to
help because they are scared it will then transfer onto them.

5. My Secondary Research
• Whilst researching I found this one statistic outstandingly shocking that 55% of the UK’s
population has been bullied or been involved in something to concern bullying and this statistic is
just of those who have spoke up , that is over half of the UK’s population !
• I remember a few years ago when I was at a course and they showed this promotional video
about bullying and it was so intense and emotional and this is where I first got my idea from as it
affected me which then lead to me wanting to help others who suffer with this on a daily basis ,
what inspired me by this work of art was the way they had pieced everything together and also
how real it was , there was violence and sadness and it wasn’t like a typical video it ended on such
a dark and intense gloom . This inspired me to do this video and it made me want to make my
own twist on it so that people can see there is a positive ending if you push on and stick to what
your doing.

6. My Client
• My clients name is Mind – they are a local charity who help people with
mental health issues and other problematic issues.
• Their key message is for me to help reduce bullying and to express to the
public that mental health is an increasing issue in the UK and that people
need to take seriously rather then brushing it off their shoulders.
• The hope to achieve a decreased statistic of bullying in my chosen area
by the end of 2019 and to also have people come forward if they have
any issues they would like to talk out about and for people top receive
counselling if needed be.

7. IDEAS GENERATION
• Idea 1 - Daniella is a 14 year old girl who is currently in year 8 at school , she does dancing as an outside of
school activity and she also has dance as one of her subjects at school as she is very keen to be a professional
dancer in the near future. She has 3 main friends Chloe , Ben and Leah who she always hangs arounds with ,
spends lunch and break time with them everyday as they became friends in year 7 when they were all put in the
same form tutor . There is this trip coming up for her form class to go to this Adventure Park and Zoo called
Explore Galore and its quite expensive and her parents cant afford it. The day comes where all her friends Chloe
, Ben and Leah go on the trip and they don’t return until tomorrow night and Daniella is left all by herself all
through school as she has nobody else who she hangs around with and so she sits through her first lesson which
is science and this other girl called Tasha comes up to her whilst Daniella is holding a beaker full of boiling water
and pushes into her as she walks by on purpose . Daniella is sent to the nurse with a slight blister to her right
hand and the nurse asks what happened and Daniella is too afraid to say the truth so she just says she was
clumsy and wasn’t watching what she was doing. She manages to go through break and her other lessons but
when lunch hits Daniella decides to go for a walk around the school yard hoping time goes by faster and Tasha
comes up behind her and pushes her into the wall , she tells her she is Ugly , Disgusting and that nobody likes
her . Daniella sits there sobbing lunch passes and Daniella is still sat there sobbing as she has her dance recital
tomorrow morning but now she doesn't’t want to do it anymore because the horrible things Tasha says. A
teacher comes other and see’s Daniella and asks what’s wrong and she says nothing but then he walks her to
Student Services and sits her down in private and asks again and bravely Daniella spoke up about Tasha and
Tasha was expelled from school , they treated Daniella’s bump to her head and informed both their parents.
Tomorrow is now here and her recital is here. Daniella does her routine and wins.

8. • Idea 2 – 16 year old Tom is currently in his last year of education in secondary school. He has been
dropping out of lessons and skipping school due to unknown reasons , teachers have noticed a sudden
change in his attitude and that he just doesn't’t seem to be his old cheery self. He keeps getting letters
through the door saying if he doesn't’t go to school his parents will go to court but he is just numb. His
parents keep asking what’s wrong and he just says nothing and goes to his room and locks What no one
knows is that for 2 years Tom has been extremely bullied by 2 people online and in school it got that bad
to where he was walking home and they would be waiting for him round the corner and beat him up , he
currently still has a broken rib but no one knows about it. Behind his closed door he has dark secrets that
is oblivious to anyone because he doesn't want to harm anyone , he has severely cut wrists and belly and
he has got severe depression that makes him not sleep at night as he is always overthinking negative
thoughts. The next day after school he has had enough teachers have been screaming at him , his
parents have another letter from the court saying final notice and he has just found out that his grandad
has just had another heart attack and they don’t know if he will recover this time. Tom is at breaking
point he is too caring to tell anyone about any of his problems as he doesn't want to harm anyone in any
way and he just doesn't’t know what to do anymore. He lays there there overthinking stuff and blames
himself for everything that has happened and he starts to run the tap , fills the bath tub and takes his
depression pills into the bathroom with him , he locks the door … Soon his parents notice the water
dripping through the ceiling , his dad runs upstairs and pulls Tom into his arms and his once Happy ,
Charming boy is now a breathless , scarred body.
IDEA GENERATION

9. • Idea 3 – Joseph is a 17 year old boy in college studying Sports , he had a bad start into college as in
comprehensive school he was a massive bully who beat up people and would make there life’s
miserable however her tried turning around in college forgetting his past and treating everyone equal
and being nice however that isn’t how it happened. When Joseph joined college things were great he
made some friends but they weren’t like close but then he started his course and someone he really
badly bullied in school was in the same college and him and him and his large group of friends started
picking at him and started calling him out on his actions , Joseph was terrified as he had never been in
this position he was used to being the one being horrible but the boy called Connor started calling him
up on all Josephs home issues and how his mum was fat and that Joseph was poor , this went on for
weeks and when Joseph went to talk to a member of staff at the college they just brushed it off and
didn't believe him because of his history and so everyday Joseph was getting threats and wasn’t being
treat well because of how bad he treated Connor in school , he then found a friend and his friend spoke
up and said to Connor – at the end of the day why would you want to be like Joseph was in school and
hurt people like he hurt you ? Ever since then Joseph and Connor became best friends and Joseph learnt
his lesson to be kind to others and Connor learnt to not go by how you have been treated go by how you
want to be treated yourself.
IDEA GENERATION

10. • My 3 ideas will measure against my clients criteria because it is realistic events of what
happens when people get bullied and it also shows the different outcomes of some
situations however its not just about that its also to show my target audience what not
to do as hopefully they wont want to put anyone through anything like that
• The idea I choose to pitch is my 2nd idea because how most people are dealing with
which is really convenient to how people deal with bullying in the modern terms and
days.
• What I can change and develop of my idea is involve input from Tom’s parents and
also have one of his parents talk at the end about how no one should loose a life over
something that can be changed. I could also explain a bit more what is going through
Tom’s head and express how dangerous his mind is in these situations as sometimes
your mind can be the most dangerous place.
• I have developed the characters , what I could also include and I have also justified
that I could be clearer on the main characters mental state.

11. MY PITCH
Are you sick of bullying being a problem ? Because so am I . Today I am here to express to you why my
video is going to be the one published. I have worked on my ideas for a few weeks now and I have a
promotional video which is about a realistic outlook on what bullying does to you physically and
mentally. I believe I have what it takes because I have made sure my video lives up to the standards of
every bit of your criteria ! In my video it is about a high school boy who has been through a lot of trouble
with bullying however he hasn’t spoke out and so its getting to him even more as he is mentally getting
worse and turns to the worst to cope. I strongly agree that my product is ideal for what your looking for
because it is realistic , modern and also really grabs the attention of the viewers due to how emotionally
grabbing my video is. I am also open to ideas and other people’s input to make my video be the best ! I
had created three different ideas but I believed this one would be the best for what your looking for as it
is mainly focused on the questionnaire I done which is based on real statistics and is relevant to qwhat
they had to say and this idea helps those who struggle to express what they are feeling and most people
would describe it as silently shouting for help and in my idea it shows that people noticed the main
character had changed however not an action was place.
Im positive you will walk away with my work in you hands and ill walk naway with determination in mine
Thank you for listening.