This document outlines an idea for a TV advertising campaign to promote mental health and coping strategies for stressed students aged 16-18. The proposed ad would tell a story of a student experiencing stress from schoolwork shown through black and white imagery and static noise, who then finds relief and color when putting on headphones and listening to music. The goal is to create an emotionally impactful and relatable ad that highlights healthy coping mechanisms like music for stressed youth audiences.

1. z
Smile
Campaign Pitch

2. z
Target
Audience 16-18
Male/ Female
Average mental health
Sometimes/ often stressed
Most stressed due to college work or social situations
Music
In education

3. z
Research
I conducted a survey so I could get an
idea of who my audience is so when
making my product I can cater it to
those groups, for example a lot of my
audience is in the 16-18 age group and
are also in education, so it makes
sense to include issues that students
face.
Another example is that a lot of people
said music helps them when they’re
stressed so my advert and/ or podcast
could include talk or imagery of music.

4. z
Why is a TV advert
a good idea for this
campaign?
The general public watches adverts every day whether they realise it or
not. If an advertisement is eye catching enough and tells a story it'll get
talked about for example, the John Lewis advert gets talked about
every year because it tells a heart wrenching story.
People take away different lessons from these ads, but the overall point
is still there.
Mental health is an extremely serious topic and one that needs to be
talked about more

5. z
What I've learned from researching and
analysing existing products
I’ve learnt that the majority of them involve a story that tends to
garner a strong emotional reaction from viewers and that seems to
help get the point of the advert across. For example a lot of
supermarkets have ads that talk about togetherness especially
around Christmas time and although the real point of those adverts
is to sell more products they still work just the same.
Although the goal for this project isn’t to make some kind of profit
the rules still apply because creating an emotional piece is what
draws people in and intrigues them and in this case they’ll learn
something about mental health.

6. z
Ideas
I want the theme to be music since that is fitting for my demographic.
Summary:
 Person sitting at a desk with their laptop and pieces of paper all around them to show the
stress of school/ college (another major part of the demographic).
 Everything is black and white to symbolise the dull setting.
 There's static playing in the background since that's a very stressful noise to hear.
 They close their laptop, and it cuts to them sitting down in a more secluded area.
 They put their earphones in and press play
 The static fades to music.
 Colour starts to fade in.
 Cut to a black screen with a slogan on it

7. z
Fonts, colours, images and layout
Since all of my demographic are in education and that’s an
important part of the video and so I think a font that looks like
handwriting would be a fitting idea.
In terms of colour scheme, I want to keep it very dull to symbolise
how everything feels when you are at a low point, but I want the
headphones to be brightly coloured to symbolise that the music is
what makes them happy.

8. z
Why would this be a useful campaign?
What is its USP?
This campaign would be very useful because it’s relatable, music is something
that a lot of people use as an escape or a healthy coping mechanism.
Also, this age demographic has a lot to deal with especially in the past couple
of years so for this to be aimed at them makes a lot of sense and could
genuinely help.
The unique selling point for this product is that it's something that isn't done
often. Mental health is talked about but not enough and the impact of smiling is
rarely talked about. Once again, this product is going to show that music can
make you smile which is something that is relatable to the audience that this
product is aimed at.

9. z
How is this campaign idea right for the
client?
The client is Mind, and they are a mental health charity that is
dedicated to producing campaigns and ways to provide better
resources to those who need it along with pointing out issues that
should be talked about more.
This campaign is specifically about stress which is something that isn't
talked about enough as we don't tend to discuss how stress is already
a serious thing, but it can lead to other mental illnesses.
So really the campaign is perfect since it is about mental health and
talks about healthy coping mechanisms (in this case listening to music)
and just how there are was that you can make yourself feel happier or
less stressed.

10. z
How will it appeal and attract the right
audience?
The audience this product is aimed at is people in education
between the ages of 16 and 18 and the most popular coping
mechanism was listening to music.
The final product will be set at a college and the actor will be in this
age range along with this music will play a big part in this advert.
In short, the way this advert will appeal and attract the right
audience is because it will be created by someone who relates to
the idea behind and will feature people who are a part of that
demographic.