The document outlines plans for a TV advertisement campaign called the "Smile Campaign" aimed at promoting positive mental health. The target audience is 16-18 year olds, with an even split between males and females. The ad will use lighting and music to tell a story about the effects of exam stress on mental health. It will appeal to this demographic by portraying a relatable character experiencing common struggles. The ad follows conventions while uniquely conveying emotions to effectively spread awareness of support services and motivate those suffering to seek help.

1. Smile Campaign

2. Target Audience
From the research that I carried out, I have
discovered that a wide range of people suffer from
poor mental health. Young adults, from ages 16 to 18
years old suffer the most. Therefore I have decided
to aim my advert at people of this age group. In
terms of gender, it was an even split of men and
women saying that they suffer from negative mental
health which is why I have decided not to target a
specific gender but rather keep it gender neutral so I
can help a wider audience. Based on psychographics,
my advert is aimed at strugglers, these people are
usually students or younger people who need more
structure and order.

3. Why A Tv Advert Is A Good Idea
A Tv advert is a good idea for this campaign because
it is more modern. Since the target audience is a
demographic of younger people, they will be more
likely to engage in the use of this form of media
more so than any other. This is important because it
allows the advert to get out to a wider audience
which in turn makes it more successful because it
helps more people. In additions to this, you don’t
necessarily have to watch a Tv advert to take in
information, it can be listened to as well, so if you
have it on in the background it can also be useful.

4. Codes And Conventions
Colour: I am going to use different coloured lighting to convey
emotion. I will use green lighting to connote a positive and
stress free work environment. Blue lighting will be used to
connote sorrow. Pink lighting will be used to portray a high
pressure environment full off stress. This pink lighting will fade
to red in order to portray a rapid increase in anxiety. This will
all take place within a scene showing students take part in an
exam, this is important in showing the effects that exams have
on mental health. For all of the other scenes I will use lowkey
lighting in order to create a dull atmosphere which accurately
represents how the students will feel on the inside.
Sound: Typically adverts include dialogue, however for my
advert I will break this convention and use only music. I am
doing this because I believe it will be more effective and will
be better for my audience as it is easier to focus on just the
text on screen with music which sets the tone being played in
the background.

5. Ideas
For my advert I want it to play out like a story. It should have a clear
structure with a clear beginning middle and end. It should be simple but
effective, easy to understand but very throughout to it can be used by
anyone but also still successful and conveying the message. The main
focus of my advert will be the effects of exams on mental health as this
is something I understand more and know for a fact that my target
audience will empathise with. I am going to use lighting to convey
emotion because it is very unique and easy to understand.

6. The Appeal
My advert will appeal and attract the right audience because each
and every member of the targeted demographic will relate to the
situation presented because I know for a fact that they have
experienced stress from school and family. It is human nature to
feel this way. Each individual person could fill the role as the main
character because they both share the same struggle which is why
they will watch it, they see themselves in this character and want
to know how they can get help. Even parents who are concerned
for their children will be attracted to the advert because they were
once in the same position as the main character of my advert.
Everyone has shared this same struggle at some point in their life.

7. Why It Will Be Successful
My advert will be successful because it is aimed at a large
demographic whom constantly consume this form of media. It is
serious in tone and follows general codes and conventions which
help it appeal to an audience. It also has a great structure that
allows audiences to relate and easily take in the message.
It will be a successful campaign because the purpose of the advert
correlates with the values of mind. Mind’s main goal is to help
everyone with any mental health issues but right now younger
people are more at risk and need more support than ever which is
why my advert is the right decision, it focuses on young people
struggling with change as they take on the responsibilities of an
adult.

8. Conclusion
My advert is the best choice for the smile campaign
because it is unique enough to stand out but simple
enough to present a message that everyone can
understand. It portrays a story that conveys emotions
which will touch the hearts of the demographic whilst
simultaneously following Mind’s values and considers
the purpose of their smile campaign. The advert
tackles genuine issues revolving around mental health
in younger people by using a relatable character which
will help the target audience feel comfortable so they
will actually feel motivated and safe enough to reach
out to mind if they feel like they need help.