The target audience for the Smile Campaign is 15-20 year olds in the local community. This age group is vulnerable to mental health issues due to school pressures. The campaign aims to motivate people to smile to reduce stress. It will be open to all genders, religions, and socioeconomic backgrounds. Research shows this age group is most likely to see ads on YouTube and mobile phones. They may skip ads quickly, so the campaign video needs to grab attention immediately using techniques like subtle beginnings and j-cuts between speakers. Real people should be featured to create more connection than animations. The video style will be inspired by Mind's channel which uses editing to maintain focus on personal stories of mental health. Their print ads use

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

2. 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.

3. 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.

4. 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.

5. 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.