The document outlines a proposed advertising campaign for a mental health organization called Mind. It discusses targeting advertising towards 16-18 year olds who are struggling the most. A TV advertisement is proposed to reach this demographic. The ad will tell the story of a student struggling with stress from school and family using lighting, sound effects, and color schemes to set mood. It will feature a main character the target age can relate to and show how smiling can positively impact mood to fit with Mind's "Smile Campaign." The ad is aimed to successfully raise awareness of the support Mind provides for young people's mental health issues.

1. Smile Campaign

2. Target Audience
The research which I carried out showed that a wide range of
people suffer from poor mental health. However, the main
demographic that suffers the most is young people from ages 16-
18 years old. Therefore I have concluded that the target audience
for my advert is both men and women, varying from ages 16-18
years old. In terms of psychographics the advert is aimed at
strugglers, people that need more help and structure than others.

3. TV Advert
A tv advert is a good idea for this campaign because the primary
demographic and target audience constantly consumes this form
of media. It is always around them whether they are aware of it
or not. This is important because it spreads the message of the
advert around to a wider audience.
After researching other adverts I have learned that every advert
has conventions which convey a purpose, this could include things
such as lighting or sound.

4. Codes And Conventions
For the advert I was going to use a mixture of both low-key lighting and
high-key lighting to create contrast. This is important because lighting
can help set the mood, this then creates emotions.
In terms of sound I will open with non diegetic sound and then slowly
fade into diegetic sound. This is effective because the non diegetic
sound will grasp the audiences attention and the diegetic sound will
make the advert appear more relatable as everything will be in a real
life setting.
When shooting I will include cool tones such as blue, this is imperative
because it creates a darker mood which will help in making my advert
appear more professional.

5. Ideas
My advert should convey a story because the goal is not to market a product but to touch
people and trigger emotion. Without structure and story an advert will not succeed and
will appear messy.
I will use one main character that reflects who the demographic of my advert is, someone
they can relate to in terms of age and appearance. Included will also be a few other
characters that are from other generations, this will help pull the focus on the main
character by making them appeal more to the target audience.
The main idea is to present a young student struggling with mental health due to stress
revolving around family and school. This is important because my survey suggested that
school and family were both primary causes of poor mental health in young people.
One of the main things I wanted to include was smiling, research suggest that smiling at
someone is important because it can release serotonin which changes there mood by very
rapidly makes them happy.

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.
The purpose of the smile campaign was to show the effects of smiling, one of the
main storylines within my advert is to show how smiling at someone can change
their day which fits in perfectly with the whole idea of the campaign this is why my
advert is the best choice.

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.