The document provides information about the client, Mind, a UK-based mental health charity. It details Mind's mission to support those experiencing mental health problems through raising awareness, improving services, and promoting understanding. Research presented shows the high rates of mental illness among youth and the negative impacts of mental health issues, such as job loss. The target audience for Mind's campaigns is identified as ages 15-18, as most mental health problems develop during these years.

1. Smile Campaign -
Client Information &
Research
By Jasmine McNeil

2. Client Information-Mind
Mind is a provider for advice and support to empower anyone experiencing a mental health problem. mind
campaign to improve services, raise awareness and promote understanding of mental health. They are a widely
know charity and support service that is used all over the UK as they want to spread the word that they can
support people when they need it. They have many campaigns about mental health as they want to improve the
community all around the UK.
They have a vision of not giving up until everyone experiencing mental health problems get both support and
respect.
Their goals are to support people who are likely to develop metal health problems, to stay well, empowering
people who experience mental health problems to make informed choices about how they live, Improving
services and support to ensure people get the right services and support at the right time to help their recovery,
help people live with their mental health problem, enabling social participation so people with experience of
mental health participate in society fully and equal treatment for people who experience both mental health and
other forms of discrimination.
They are very involved in helping people with mental health problems and do there best to support them and
inform them their mental health, but they also involved in campaigns about racism and discriminations as they
want to improve our society as many people face these problems in everyday life and it is not right to treat
someone different cause of their mental health or the colour of there skin.
Mind are very active in trying to get legislation and laws passed in Parliament all to do with mental health and
the use of restraint while dealing with patients, they are very compassionate and hard workers how try very
hard to get everyone the help they need.

3. Research
In this article, it shows percentages and information that is about how mental health effects and impacts
people's lives daily. For example, it speaks about how "People with a long-term mental health condition lose
their jobs every year at around double the rate of those without a mental health condition. This equates to
300,000 people – the equivalent of the population of Newcastle" this shows that 300,000 people lose their job
because of mental health issues and because of this many of these people will not only influence their bills or
income but their mental health will drop even more and their confident and self-belief they have will be
destroyed, as they will believe having mental health will be a weakness and held them back from their job.
As a result of this many people will not seek out help or loathe themselves for not working harder and begin
weak, Mind wants to stop this figure from rising and decrease it by giving the help people deserve. This helps
me understand more about my target audience and how they can and could be affected by this, for my
advertisement I must involve confident and positive messages to them and inform them to on mental health.
Also, in this article it states that "Half of mental ill health starts by age 15 and 75% develops by age 18" This
informs me that for my target audience that I need to send a message across that Mind is there to help and
inform them how to contact them and discuss about how mental health can be helped with different types of
methods. This brings to my attention that I should mainly focus on the age 15 to 18 as the mental health
problems will most likely begin between these ages and that it will mainly be the cause of school, as school is
very focused on grade them mental health and in the article, it also states that 7 children out of a class will
most likely be bullied during their time throughout their education time.
Mental health statistics · MHFA England

4. Researc
h
On the NHS website it states that "stress is the body's reaction to feeling threatened or under pressure. It is
very common, as this is also helps us to achieve our goals as we want to complete the goal as quick as we
can, but too much stress can affect our moods, body and relationships." Experiencing too much stress over a
long period of time can cause physical, mental and emotional exhaustion, often called a burnout.
Signs of stress or burnout are typically are feeling overwhelmed , having racing thoughts or difficult
concentrating , begin irritable, constantly worried, anxious or scared, lack of self confidence, troubled sleep,
avoiding things or people, eating more or less and drinking or smoking more.
Smiling can help lower your heart rate and this is proved by Kraft and Pressman experiment where they invited
169 people to go through different experiments with smiling. They found the participants who were instructed to
smile, and in particular those whose faces expressed genuine or Duchenne smiles, had lower heart rates after
recovery from the stress activities than the ones who held their faces in neutral expressions. Smiling lowers the
blood pressure so it is easier to relax and calm the body down, this is a physical reaction.
This has helped my ideas for my product as I know why the psychological reason why smiling helps to reduce
stress, but it also makes me understand how I need to focus on how to get my target audience to understand
the reason of stress and why smiling is able to help reduce stress. Also, I need to research more into my target
audience and how to get them to smile while looking at my product.

5. Research - Stress
https://www.mind.org.uk/information-support/types-of-mental-health-problems/stress/what-is-stress/
The client, mind, has a webpage about stress. They inform everyone about how tress is caused, what it is ,
how to prevent stress, developing pressure, treatment and how family and friends can help to deal with stress.
On the webpage they say how stress is a mental problem as it is very closely linked to causing mental health
problems and how mental health problems can cause stress. This is very informative as people may believe
they don’t have a mental health problem, but they may do because of the pressure they are under. This links
informs me that they are now trying to reach more people about stress and how it can link to mental health.
Stress is a situation or event that has taken place and placed pressure on us, this is very typical as this mainly
apart of life, but it does not mean it cannot cause other problems, stress is our reaction because of the
pressure. When many people are stressed, they normally take it out on people they are closes to such as
friends and family, this can lead to more stress or broken relations. Stress does not just take the form of a
mental toll but a physical one as well, as our bodies react to it too such as tiredness, headaches or an upset
stomach. An often when we are stressed, we will find it hard to sleep or have a poor diet this can make us feel
more stressed emotionally.
There are many reasons for the causes of stress such as being under lots of pressure facing big
changes, worrying about something, not having much or any control over the outcome of a situation, having
responsibilities that you're finding overwhelming and not having enough work, activities or change in your life
times of uncertainty. The target audience are mostly they too face stressful situations and these are the mostly
likely causes of them.

6. Research – Stress & Smiling
Smiling- Noun- is an act or fact of smiling. Adjective – Having or characterized by a smile.
The true meaning of a smile is a facial expression which the eye brightens and the corners of the
mouth curve slightly upward and which expresses especially amusement, pleasure, approval or
sometimes scorn.
The purpose of a smiling is that body language and moods are linked so it makes sense that
laughing on purpose help us to relax. Smiling relaxes the facial muscles and calms the nervous
systems, this action also send more oxygen to the brain that triggers a brain chemicals called
endorphins.
Why Smile while Stressed?
Smiling helps our bodies relax and relieve pressure emotionally and physically, this can cause less
stress and stop people from beginning overwhelmed. While smiling and feeling that pressure leave,
it can give people a small piece of time to think slowly about the pressure they are under and how
they can accomplish their goals.
In the target audience age range, they will mostly face stressful situation as they are under a lot of
academic and social pressure, as they are told to be the best academically and fit perfectly into
society, many feel the need to change their appearance in order to fit into society standards.
Smiling is the best message to send to them as it can help relieve that pressure emotionally but
also physically as it can help the hearts health, lower blood pressure and boost the immune
system.

7. Target Audience
The target audience for mind is my own community and it is to aim to motivate members of the community to
smile to reduce stress and help improve mental health.
I will aim my campaign to 15 to 20 years old as these ages are most likely to develop mental health problems
due to school and other forms of education. Schools have a big impact on mental health as they give children
and young adults many assignments and projects to complete due for a certain date, this makes them very
stressed and easily fatigued. The target audience can be easily affected by the school or college results
or achievements or skills, this is because they may have put all their effort in a project and may be marked
down a grade or be scored a low score this affects their confidence as they believe they can't do any better or
they believe they are too stupid to understand so their confidence will be lower along side their self esteem.
Also bullying or peer pressure will negatively affect their confidence as they will believe they don’t fit in to
society and become a social outcast.
The target audience will be of any gender or orientation as it is organisations to help people with their mental
health and do not discriminate based on gender identity. Religion is also any as they do not discriminate
based on religion as they just want to help people with mental health issue and boost people's confidence.
The Social grade will mostly likely be D, meaning unemployed, as most teenagers and young adults will be in
college or secondary school full time but with mind it is a free service, so it does not matter about social grade
or income. The issue with my target audience might be that they are too afraid to reach out for help or believe
that it is wrong to have mental health problems, so I must find away to show that it is okay to reach out for help
and prove to them that they are not weak for having problems with their mental health.

8. Target Audience
Smile have asked me to create a video in order to appeal to their target audience about stress. The target
audience are 15 to 20 years old, the mostly see advertisements on tv breaks or on platform YouTube , the age
range normally would want to skip advertisements as they would rather watch their video or listen to music, so
in order to gain their interest, I would have to create something that is gets their attention immediately. On
YouTube they have to option to skip the ad in 5 seconds, so in them 5 seconds I need to gain their attention.
Many advertisements go straight in and describing their product which overwhelms the audience as they will
use bright colors and a loud voice over. This is good way in order to gain the focus of the audience, but it can
be too much or too repeated for the target audience. I believe having a subtle beginning and use a j cut which
will intrigue the target audience as they won't be able to see the screen but hear the noises, this will want them
to know what the advertisement is about.
Many business will use animated or cartoon types of advertisements to interest their target audience, but I
believe that using actual people will help create more of a connection from the audience to mind, as this is
main focus, human connection. Mind company are all about connection and wanting help people with mental
health and stress , so instead of using cartoons or animation use real people or focus on details that make
them different. The target audience are begin raised in a technology age, where mostly everything they need
is in a screen and this is one of main reasons for mental health problems and stress, but we could use this to
advantage as they will be some focused on their phone, we can break their focus will the video which could
make them put their phone down.

9. Market Research – Video
https://youtu.be/_y97VF5UJcc
Mind already have their own YouTube channel where they post regular videos on
mental health and how we can cope with them. I have decided to look at the video
"Mental health: In our own words " this video is all about people's personal experience
with mental health and how they cope and how they released they had mental health
problems.
They are showing the audience that anyone can have mental health problems and it
does not matter what age, gender, reason, family, religion and income.
They go to one person to the next by cutting and overlapping the voices, so it is
smoother transition in order to contain the audiences focus, they also do it by inserting
quick slides with some writing on to carry on the story or go into a different subject.
They use the same font all the way through to keep the audience attention but also to
associate that style of font with the charity mind. They font is a very neat font but with
some fancy style of writing, they also use some certain words in bold in order to show
the audience what they stories, and personal experiences are about.
This video are very well edited in order not to disturb the audiences focus they have
used editing techniques such as a j cut and standard cuts in order to keep continuity of
the stories but also to keep focus.

10. Market research
In order to get more of an idea about the client advertisement style, I have
decided to look at their print advertisement.
In the poster they use bold color such as orange, blue and white, these
colors and used very well as orange and blue are opposite of each on the
color wheel meaning they will stand out from each other.
The uses of the orange for the background helps the blue stand out more
but also the poster in general as it would be placed around natural colors
as orange is not a typical color you see. The blue is used in order to
associate the color with the company as it is their main color but also, they
have used to bright the poster. They used the blue in a wavy line in order
to connection the information on the poster to make it look more fun and
playful. This tells me that they are more targeting towards more
younger ages.