The document outlines a plan for a promotional video for a charity campaign about stress in young people ages 15-25. It will show characters experiencing stress and then finding relief or solutions. Research including a survey of the target audience was conducted to inform the concepts. The video will use symbolic codes and conventions as well as a shifting color palette. It aims to appeal to the target audience by reflecting their real experiences of stress and ending on an upbeat note of finding help.

1. SMILE
PITCH
IDEAS
Smile campaign
NOVEMBER 16, 2020

2. PRESENTATION
SUMMARY
TOPICS TO BE COVERED
WILL INCLUDE:..
The smile campaign.
Target audience.
Research.
Codes and Conventions.
Final outcome ideas.
USP(Unique Selling Point).
Meeting the clients needs.
Appealing to the audience.

3. SMILE CAMPAIGN
ABOUT THE PROJECT
For this campaign, I will be working towards
spreading awareness on the topic of stress for
young minds. More accurately, ages 15-25.
Focusing on this project, I have been asked to
produce a final outcome which should lead to the
audience brightening up by the client, 'Mind'.
Mind is a charity foundation who currently are
aiming to encourage for a happier society with
awareness on mental health doing their best
supporting anyone they can.

4. RESEARCH
Following on, there has been research put into my target audience. This is evidential by a survey I
myself created on google forms for the purpose of this campaign. Sending the survey around, a total
of twenty-two responses were sent back coming from friends, family and classmates. With this
number of answers, a more accurate outcome will released with the range of personal responses for
each question.
MY TARGET AUDIENCE
As previously mentioned, my target audience goes towards 15-25 year old's. The reason I decided to
go with this duration is due to the fact of being young can be found as inexcusable to being stressed.
Anytime someone younger than the next claims to being stressed out, most responses include that
they shouldn't even know how it feels to be stressed expecting respect to being around longer. When
in reality, young adults suffer just as much, some more than others. So by aiming towards these ages,
I want to help give a voice for those who struggle letting everyone know the age of one doesn't matter
as everyone shares experiences. This way, no young adult will feel neither alone and unheard.

5. ADVERTISEMENT
OUTCOMES AND
HOW THEY
COULD BE
USEFUL
By creating a podcast dedicated to this campaign, with a
fascinating title and cover there could be plenty of listeners
to come across the album interested enough to try it out.
That way by talking to the audience, a better understanding
of stress and the benefits of smiling can be trailed across.
PODCAST
On average, everyone in the UK alone watches over 22.5
hours of TV, not including streaming services. Within all of
those hours, many advertisements will have succeeded in
speaking out to new people daily.
TV ADVERTISEMENT
With posters and leaflets, depending on where they are
placed anyone and everyone can simply come across the
prints as long as they are eye catching enough. The main
issue there is hoping the prints dont get vandalized.
PRINT ADVERTISEMENTS

6. CODES AND
CONVENTIONS
When it comes to using codes and conventions for this project, symbols will
be represented throughout allowing the audience to relate and understand
more to what's going on and how the on-screen character feels from setting
to the use of chosen lyrics.

7. MY IDEA FOR THIS
CAMPAIGN
A PROMOTIONAL VIDEO SHOWING A SMALL
NUMBER OF CHARACTERS STRESSED OUT
OF THEIR MINDS (INCLUDING MENTIONS OF
WHAT GETS PEOPLE STRESSED ROM THE
SURVEYS) FOR THE FIRST HALF OF THE
VIDEO, THEN BY THE LAST HALF A
SOLUTION IS PAIRED UP WITH EVERYONE
CHEERING THEM UP. (ONCE AGAIN WITH
RESULTS RELATING TO THE SURVEY.)

8. COLOUR SCHEME
CONTENT
FONTS LOCATION
EDITING
MISE-EN-SCENE
When it comes to text, a san serif
font would be used declaring the
serious tone of the project.
The start of the video would set the tone with
a gloomy colour scheme using blacks, greys,
dark colours maybe. Then for the end, the
colours lighten up as the characters do.
A TV advertisement using
video to tell a short story.
If possible, a range of settings will be
used giving each character a different
background. Places that were
included in the survey.
Bedrooms, a park, a workspace, all
that relates to both what causes
stress and what helps with stress.
Cross cutting will be used with
non-continuity editing as the
shots will jump between scenes.
SOUND
Without the use of dialogue, I am
working towards using the song
'Smile' which will be apart of the
advert.

9. STORYBOARDING

11. UNIQUE SELLING POINT
The USP for my plan comes from the ending. Most mental health
related advertisements are gloomy and focus most on the issues
whereas my idea is to give the characters in the video a solution making
them happier giving a more cheerful note to end on, which will then, if
all goes successfully, the impact will reach the audience.

12. IS THE OUTCOME
SUITABLE
TOWARDS THE
CLIENTS' NEEDS?
Smiling is contagious. The requirement
made by the client for this assignment
was to make the audience smile. With
capturing on camera people cheering
up, that should, if the ad works, get the
audience to at least understand how
even the fakest of smile can work in
brightening anyone's days letting them
know things truly do get better in the
end.

13. WILL IT APPEAL TO THE
TARGET AUDIENCE?
FOCUSING ON A FAMILIAR AGE GROUP WITH A FULLY HONEST SURVEY CREATED FOR
THE CAMPAIGN, IT IS POSITIVELY MORE EASIER TO SEND OUT A MESSAGE BOTH THE
CREATORS AND AUDIENCE UNDERSTAND. THE AUDIENCE WILL MANAGE TO ATTACH
THEMSELVES TO THE SOON-TO-BE VIDEO RELYING ON THE FACT THEY CAN RELATE TO
THE STORY AND CHARACTERS WITH THEIR STRESSFUL SITUATIONS WHICH SIMPLY
GRABS THEIR ATTENTION.
LIKE A FAVOURITE MOVE/TV SHOW CHARACTER, MOST AUDIENCES FAVOUR THE ONE
THEY RELATE TO MOST AS THAT IS WHOM CATCHES OUR ATTENTIONS MOST. SO
WITH CREATING THIS ADVERTISEMENT THE AUDIENCE CAN RELATE TO, THAT
CONNECTION IS THERE KEEPING THEIR ATTENTION ON WHAT GOES ON IN THE VIDEO.

14. Thank you!
If any feedback,
questions,
suggestions, etc.
You may proceed..