The document outlines ideas for a TV advertisement and podcast campaign to promote mental health awareness. It proposes showing a fast-paced scene of a stressed individual unable to keep up surrounded by busy people, who is then tapped on the shoulder and transitions to a calm, smiling self at a desk. This contrasts how a smile can improve one's mood. The campaign aims to target college students and show how smiling can help reduce stress, in line with client and survey feedback. A TV ad would get wide recognition while a podcast captures online audiences, ensuring the message reaches all groups.

1. SMILE CAMPAIGN PITCH
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2. WHAT ARE YOUR IDEAS FOR YOUR TV
ADVERT?
Looking back on the already existing advertisements and the feedback
I was given from my audience in my survey as well as the brief we were
given from our client, I have decided on several things I would be more
than happy to include in my advertisement that I think will benefit
both my audience and my client. I would like to create an advert that is
seemingly fast paced, lots of things going on all at once with one
person just stuck in the middle that can't seem to do anything but
panic. This will push forward the idea of stress in a workplace whether
that be college or a job. Mental health can often make a person feel
alone or different, so having someone feel singled out because they
can't do their work or just general day to day activities the same as
everyone else will hopefully make the audience watching it feel more
comfortable as most of them will relate to that feeling. Having a
singular person standing in a busy place, I could have multiple people
then walking behind them and around them on phones or with coffees
or paperwork, even bumping into the person stuck in the middle. Id
then like to have that person be tapped on the shoulder before they
drop down slightly which I would use to then transition them into
sitting at a desk with a smile on their face, ready to get on with their
work. Contrasting with how stressed and panicked they were at the
start of the advertisement as they will now look put together and
happier than before. This shows the effects of smiling. One person's
bad day can be changed by one other person doing something so
simple as giving them a smile. Not only will this apply to our client but

3. CONTENT, STRUCTURE, SOUND,
LOCATION, MISE-EN-SCENE,
CINEMATOGRAPHY AND EDITING.
Focusing on the sound I used in my advertisement was very important to me
going forward as my audience because one of the main answers on my survey to
the question, “When you feel down, what lifts your spirts?”, was in fact music.
Having a good song in the background of my advert will make it more likely to be
watched as people will take more interest in it because of the sound being
interesting. As for location, I'm debating whether I should use a green screen in
order to grasp the effect of people walking being my main actor who will stay in
one place the whole time. After the transition, the location will then change to be
in a classroom preferably. These two sets are places that will not be proven
difficult to film in. As for props and costumes, it would be preferred for everyone
to be wearing their regular clothes with their college badges on as this will add to
the theme of stress in college, props could include paperwork, notebooks,
backpacks, water bottles/coffee. The goal is to make it seem like everyone has a
busy life, some place to be or fit in. Lighting is something I would like to take not
of also. I would more than likely be able to dim down the adverts brightness when
I'm editing, I'd like for the camera to zoom in on our main actor right before the
transition happens and when this does happen it would be nice if the lighting
became darker. Throughout my advertisement I want to continue pushing forward that
stress college can cause and how smiling can in fact help my audience through this and to
do this I will need to make sure my advertisement is emotive and relatable and
interesting enough for my audience to watch. Editing my advert to be fast paced is
something I'd like to do, focusing on how it feels when someone is panicking in a way that
they cannot control, it gets across the message of how mental health can affect us and
shows other people how it feels. Having shorter, chopped up clips that create a
continuous story rather than having one long video that tells it in a way that doesn’t have
any changes. I will have a small amount of text at the end of my advertisement over a
black screen, this will be saying something along the lines of, “Stress.” which will then
transition into “Smile.” and then “Mind. We understand.” With our client's logo next to
their name. This will end the advert by explaining its purpose and how you can help to
impact mental health, by contacting them.

4. I think that this would be a successful campaign because it
targets not only my audience but my client as well. It's
important to remember that this advertisement is for other
people, to understand them rather than yourself and what
you would want in the advert. Focusing on things such as
college because that was one of the places my audience felt
most stressed (according to the results on my survey), the
music that will be put in the background and how smiling can
help you when you are stressed are all things that are very
important to making my campaign successful as they are all
things both my audience and client deem important. Because
our client has given us the task of creating an advert that will
ultimately make people understand that smiling can reduce
stress as well as improving mental health, I think that my
campaign will show this through the information it includes
and how the contrasts are shown between each shot. My
unique selling point will be my use of transitioning from one
place to another in one swift movement.
Why do you think this
would be a successful
campaign? Do you
think your campaign
ideas are right for the
client and their needs?
How does this appeal
and attract the right
audience?

5. IDEAS ON
FONTS,
COLOUR
SCHEME,
IMAGES,
LAYOUT,
CONTENT.
I'd like to keep the colour in my final product neutral,
any scene where I need text will be a plain black
background with white sans font for the text. This will
make sure that the video side of the advertisement is
the focus rather than what happens after. The only
change in those end scenes will be the Mind logo next
to its name, keeping the advert on brand in order to
promote their charity in the way we are supposed to.

6. WHY IS A PODCAST
AND TV ADVERT A
GOOD IDEA FOR THIS
CAMPAIGN?
A tv advertisement is good for this campaign
because it promotes mental health in a place
where it will get a lot of recognition, this then works
hand in hand with a podcast as a lot of people
would rather listen to or watch podcasts online or
when they are out and about. It makes sure that the
message of the campaign is getting around
everyone rather than leaving certain groups of
people out. This is especially important because
most young people use resources online rather
than watching tv as it is more convenient.

7. STORYBOARD, SHOT LIST, SCRIPT

8. TARGET
AUDIENCE.