This document outlines a campaign idea for Mind charity to promote mental health awareness among 12-18 year olds. The campaign would include a TV advertisement, podcast, and print materials. The TV ad would transition from depicting the difficulties of mental health issues like anxiety to showing how enjoyable activities and smiling can help improve mood. Research was cited showing many teens experience anxiety and the ad would include relatable activities. The campaign aims to raise awareness on stress/anxiety while appealing to the target audience.

1. Smile Campaign

2. Target Audience :
• 12-to-18-year olds.
• People within my own community (Sunderland)
• No preference for gender.
• No preference for income.
• No preference for religion.
• No preference for socioeconomic status.
• Education : Primary school to college.

3. Research :
• https://www.york.ac.uk/news-and-events/news/2020/research/mental-health-children/
• 15% of 12–16-year-olds experience high levels of mental health difficulties.
• 21% of girls taking the study felt they suffer emotional difficulties.
• 6% of boys taking the study felt they suffer emotional difficulties.
• 10% of year 11 students felt they were "very worried, sad or unhappy."
• 46% of students taking the study felt that social media positively affected their life
• 6% of students taking the study felt that social media negatively affected their life.

4. What have you learned from researching and analysing existing print
adverts/podcasts/TV adverts?
- Dodges around the point and focuses on the emotional affects of health issues such as
cancer.
- Audience is definitely supposed to be older (18+) due to the darker colour scheme and the
sad content within the advert.
- Leads to viewer feeling emotional, first feeling worried and sad to happy and relieved.
- Shows the reality of the emotional struggle of a large issue such as cancer and how it has
a mental affect as we see the main character deal with when we see him staying in the
house looking downtrodden.
- Straight to the point
- Upbeat Music
- Advert is meant for everyone.
- Seasonal advert
- Overly positive
- Completely unrealistic.

5. Why is a podcast and TV advert a good idea for this campaign?
• Young audience
• There are no chunks of information which would be less interesting for my audience.
• Keeps the attention of my audience better than a print advertisement.
• Able to use more of a colour scheme within a TV advertisement.
• Podcast could then appeal to an older audience as the younger audience have been seen to be less interested in a podcast than
an older audience.
• Could also create a print advertisement to put in classrooms as a more permanent way to advertise the smile campaign.
• Could also then create a moving GIF to put on a bus shelter or something like that as my audience are usually outside/on the
move.

6. What codes and conventions will you use in this campaign?
• Symbolic Codes : Mise en Scene, props, settings, colours and costumes.
• Written Codes : Headlines, captions, speech bubbles and language style.
• Technical Codes : Camera techniques, camera angles, framing, depth of
field, lighting, sound, exposure and editing.

7. What are your ideas for your campaign?
• Focus on Anxiety and Stress in teenager and the journey to improvement.
• In the ad I will include clips showing people doing activities they enjoy that I found in my survey such as reading, listening to music
etc..
• Include a voiceover that talks about how it is okay to feel stressed towards the end of my ad and possibly ways to relieve it like in
my research.
• Use the mind logo at the end of my advertisement and possibly the college logo seeing as this is a campaign for the charity mind
made by a student from Sunderland College.
• I will add a colour scheme into the ad that fits into the colour scheme mind already have as I am representing them as a company.

8. • Ideas on fonts, colour scheme, structure, content.
• Fonts: Size 12 for information. Calibri, Arial, Verdana.
• Colour Scheme: I will use mind's colour scheme of blue
and white.
• Structure: I will structure the advert so that it goes from a
dark colour scheme where it focuses on how hard it can
be living with issues such as anxiety which will
then transition to a brighter colour scheme where it
focuses on getting better and how activities you enjoy
doing can help you deal with stress and anxiety.
• Content: It will include clips showing people doing activities
they enjoy that I found in my survey such as reading,
listening to music etc and also clips showing possible
symptoms of anxiety and stress.

9. Why do you think this would be a successful campaign? What is it's USP? -
• I think this will be successful seeing as it is being made by someone who faces issues
like this daily and has for years, I will have a firsthand view on if the ad is effective for
people who are dealing with anxiety.
• The unique selling point for this campaign will be that there will be various forms of
media promoting this campaign ranging from a TV advertisement to a podcast also
possibly a print advertisement or something like a GIF that can go on a bus shelter or
some kind of billboard (hypothetically.)

10. How do you think your campaign idea is right for the client and their
needs?
• I feel that my campaign is right for the client and their needs seeing as Mind is a mental
health charity whose views are to promote understanding and raise awareness for
mental health issues which fits well into my ideas for the TV advertisement which
focuses on raising awareness on stress and anxiety. My ideas will also fit in with the
brief well as the brief states that we need to talk about how smiling can improve your
mood and other moods around you, and I will be including that in my advertisement as
I will be showing people doing things they enjoy together and therefore smiling at one
another or I may show one person smiling and then show how that has a knock-on
effect to those around them. Finally, I feel my ideas work for my target audience as I
am focusing on such a widespread issue for people my age and because of this I feel
that those in my target audience will not only find my advertisement useful, but they will
also enjoy what I made.

11. How will it appeal and attract the right audience?
• I feel that my campaign will appeal to my audience well seeing as I will be
showing people doing hobbies that they enjoy doing such as sport,
reading or spending time with other people as in a survey I did I found out
what hobbies people within my target audience enjoy doing so I will
attempt to include these in the advert in an effort to appeal and attract the
right audience. I also feel that the issue within the advert (mental health)
will attract the right audience anyway seeing as it's an important issue that
is wildly searched for, especially with people within my age group or within
the target audience itself.