This document outlines the rationale and plan for a TV advertisement aimed at helping 15-25 year olds struggling with mental health issues. The ad would portray two characters, one with mental health issues and one without, and show how spending time with supportive friends and family can improve one's mood. Key elements would include connecting with the audience, using dark or gloomy music and fonts to set a serious tone, and demonstrating how simple actions like smiling can positively impact one's day. The goal is to help viewers understand the struggles of mental health and feel less alone.

1. SMILE – RATIONALE
JENNIFER FINNIGAN

2. TARGET AUDIENCE
• Who is the target audience for this product? The target
audience for my product is the age range between 15 – 25
year olds. This product is aimed at people that struggle with
mental health problems and find themselves believing to be
alone. They are not alone, so my aim is to reach out to those
in this category helping them open up more.

3. IDEAS FOR TV ADVERTS
• Dark and gloomy – serious music
• Uplifting, fun music
• Sad morning then towards the day the mood and behaviour of character gets better and becomes
happier
• Start off character having fun with friends the when by themselves the character is depressed
towards end, this shows how smiling and being with people that makes them happy (friends, family
partners etc..) can automatically change their mood no matter how they initially were feeling at the
start of the day.

4. • From previous advertisements about mental health, the majority of them become successful when they
are able to portrait how people that struggle with mental health are feeling through their perspective. For
example, in an advertisement about depression, they shot scenes where a female character was
surrounded with nothing but trees. This is capturing her feeling of loneliness and how she feels helpless.
By doing this, the audience are able to connect with that character and can relate to her. Therefore, when
creating my product, I am having to include these key points to be able to create a successful product.
• Key points:
1. Connect with the audience
2. Understand what the audience are more likely to attract to
3. How to deliver the idea to be successful
WHAT HAVE I LEARNED FROM PREVIOUS
ADVERTISEMENTS?

5. CODES AND CONVENTIONS
• The music – matches the characters energy
• Theme – dark, gloomy.
• Font - I would use serif font style as this is about a serious topic e.g. Mental health. By doing this it
would make the audience get a serious feeling atmosphere whilst watching the advert video.

6. THE PITCH PLOT – SMILE
• At the beginning of this video, we will have a two characters. One character that struggles with
mental health, and one that doesn’t. I will then take shots of how both characters start their days
from both perspectives in a split screen. After that, they both meet as both characters are friends.
We then will be able to create a shot on how smiling and spending time with people that care about
you can change your mood. However, once they part, we will be able to see an improvement in the
characters (that struggles with mental health) attitude that they were initially feeling.

7. WHAT IS ITS USP?
• My USP (unique selling point) is that I am wanting to reach out to people with mental health
problems and that are struggling to smile. This is mainly aimed at 15 to 25 years old who don’t have
the motivation or ability to smile and are struggling. This why I am creating an advertisement to
demonstrate how much doing stuff that you love can change that by changing way you can behave
and think throughout the day-to-day basis. By people watching this video I am hoping it helps
people understand the problems others face whilst dealing with mental health issues and hopefully
they can relate to it.