The document proposes a video advertisement for Mind's "Smile Campaign" targeting 15-20 year olds. It suggests showing a person's dreary daily routine in muted colors at first, then on subsequent days their attitude and body language improve after a little girl smiles at them on the bus. The colors would gradually lighten to represent the person's mood lifting. This emotional short video would aim to connect with viewers and promote mental health awareness.

1. Smile campaign
Jasmine McNeil

2. About Mind
At Mind, they are all about to help people who have and struggle with
mental health problems, but while doing this Mind can help the community as
they help create a connection between each other.
They achieve this by doing support groups to help people with mental
health problems be rehabilitated back into society.
We all rely on the connection we have together in order to help our
mental health but also so that we are not alone. That what Mind want, for all of
us to support each other and connect with each other.
Mind’s Mission is to:
• To provide advice
• To support people
• To empower people
• Spread awareness of mental health
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3. Target Audience
Age: 15 to 20 years old Gender, Religion & Race : None
In the brief Mind sent, I know that their target
audience is 15 to 18 years old and by some of
my own research I found that "Half of the
mental ill health starts by the age 15
and 75% develops by the age 18" This age
group are more likely to be stressed as they
are in some form of education.
Gender , Religion and Race will not be a
main part of the target audience profile as
this in a non bias campaign which is trying
to get the target audience smile. I wish to
be inclusive to the target audience and help
the community.
Education: Secondary , College,
University
Social Grade
From the age of the target audience, I know
that they are most likely in some form of
education which will cause them many
reasons to be stressed. Stress is found quite
often in this age range as they are put under a
lot of pressure socially and academically.
The social grade for the target audience will
be D as they are mostly likely in a form of
full-time education so they won't have any
time for employment.
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Smile Campaign 3

4. Why a Tv advertisement & Podcast?
Tv advertisement
A TV advertisement is a
mostly viewed medium for
advertising but also it is more
diverse and welcoming to
business that wishes to grow.
A TV advertisement will also
allow to appeal more to the
target audience and keep their
interest, as the audience
would not want to watch a
long advertisement.
Podcast
A Podcast is a
suitable product as it allows
the target audience to listen to
it while on the go.
Also, it can be played in the
background while they
are studying or working ,
giving them motivation to carry
on.
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5. Market Research
I decided to conduct market research , in order to understand
the style my client , Mind , uses in order to advertise their
charity.
Many of their videos are very educational and emotional in
order to inform and connect to their target audience, but
many of these video are people sitting down and talking
about their personal experience with mental health.
In their video , Mental health : in our own words , they have
many different types of people speaking about their own
mental health problems.
I believe that this type of video will not engage the target
audience as it can easily lose their interest as it does not
show a story.
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https://www.youtube.com/watch?v=_y97VF5UJcc

6. Video ideas
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First video Idea
The first Idea video I have is to show peoples hobbies and interest , from the survey I conducted.
I would show this by showing multiple people's days and each are very dull at the beginning but then an object which
holds their passion or interest, such as music , writing or reading , will be a brighter color than the rest of the objects
and when they touch it the screen turns lighter, and they begin to smile.
Second Video Idea
The second video idea I have is show a person's day to day routine , these moments would be in a very dark tone to
show the emotion of the person, then it would show their normal routine again but this time something will catch their
eye and be a brighter color than everything around it. They would inspect it and the screen would slowly turn brighter
will they inspect it ; this shows that they are slowly getting happier. At the end of the video, it would show them
smiling and being in brighter setting.
Third Video Idea
The third video I have is that it will show someone's day to day routine which will have dark tone, to show how
emotionless they are. It would show them sitting on their bed , on the bus, in lesson , at lunch with friend , in another
lesson , at dinner with a family and then on the bed all in the same sitting position. On the second it will show them
sitting on the bed then at the bus stop but at the opposite side of the street a little girl is waving and smiling at them.
Throughout the day their body language changes, and they become more social . On the final day , it shows the day
but in a brighter setting and being happier, the last scene would show them sitting on the bed at the end of the day
holding a picture frame and look up to see the little girl again smiling, and then an insert show of the picture frame
which hold a picture of the little girl.

7. Video
Idea
For Mind campaign , Smile , I have decided to do an emotional
short video advertisement , I believe this is best option for the target
audience as it will be able to connect with them and engage with
them , then a full educational and informational video.
I will create this video by showing a journey of a person's day.
At the beginning they are getting out of bed and going through the
day in the same position , this would include sitting on the
bus, sitting in lesson , sitting at lunch , sitting in another lesson,
then at dinner and then finally back on the same bed. The colours
would be very muted to show the lack of emotion.
Then on the second its different, where they are waiting for the bus,
they see a little girl on the other side of the road smiling and
waving. Through out they change and talk to people and raise their
hand in lesson. Their attitude change and so does their body
language.
On the last day, it would show them sitting on the bed holding a
picture frame and they look up and see the little girl smiling, and
then it shows the little girl in the picture frame.
The colours will begin as very neutral and dark colours and
throughout the video they will slowly progress to lighter colours and
show how the mood of the person is changing to a happier light.
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