The client has asked us to create a campaign for the NHS to inspire 16-20 year olds to live healthier lifestyles. We need to create at least two pieces of content such as a radio ad, video ad, or poster campaign about quitting smoking, healthier eating, and physical activity. Our target audience is 16-20 year olds, so we conducted focus groups and surveys to understand what appeals to them in advertisements. Initial ideas include a poster campaign comparing calories burned to unhealthy food calories using a bright cartoon design. A video ad concept shows alternatives to unhealthy snacks and the benefits of exercise on mental health and fitness.

1. Pitch
presentation
NHS better health campaign project

2. The client and our aim
• We have been asked by the NHS to create a campaign to inspire a younger
audience (16-20) to live a healthier lifestyle
• They’ve asked us to take inspiration from their better health campaign but it should
be targeted towards a m ore youthful audience
• Our task is to create at least two of three pieces of content, either a radio ad, a
video ad or a poster campaign
• We’ve been told to make these advertisements can be about living healthier ,more
specifically, about quitting smoking, making healthier dietary changes and being
more physically active in day to day life
•
•

3. Target audience
• The target audience is 16-20 years old so it has to appeal to
young adults just leaving school all the way to just leaving
college and going into employment and or further education
• How we will achieve this is by asking questions to the target
audience asking them what appeals to them in advertisement,
we will do this in the form of online quizzes and focus groups
• The style of questions we will ask will include questions such
as “what do you find appealing in advertisement” ECT.

4. Audience research
From the focus group
and survey I conducted I
gathered a good amount
of info peoples exercise
and their feelings on
advertisement about , It
told me that bright
colours such as yellow
white and green draw
their attention when
viewing advertisements
ECT.
Survey results

5. Initial ideas and inspiration
• For my initial idea for the poster campaign I’ve taken
inspiration for the cartoony and bright design of the
change4life campaign from the early 2010s
• They’re giving comparisons of the burnt calories while
exercising compared to the calories that are in
unhealthy food
• My current concept for the video advertisement will give
alternatives to unhealthy snacks and will show the
benefits of staying healthy and exercising to stay fit
I’ve taken
the bright
yellow
design as it
stands out
and draws
the readers
attention
which is
important
In terms of
a health
campaign

6. Synopsis
• The video will start with somebody running with the camera tracking them,
they will stop and hold there knees,
• It then shows infographics of the benefits of maintaining a healthy lifestyle
and the positive effects on mental health
• It cuts back to them They smile and continue running with their friends
• This can also been turned into a versatile ad campaign as it doesn’t just
have to been running, it could be football, swimming, the gym or anything
that involves exercise