After getting our brief, we were asked to create a report that explained our understanding of it, including our client, its structure, its purpose, and the opportunities that it offered. My report is shown above below.

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Task 1
The Client:
The brief we were given entailed that ‘The Council of the London Borough of Redbridge
have asked the youth (14 – 19) to create a video that centres around, either, one of the local
charities, or, one of the issues that are affecting the area and the residents. The duration of
the video must be between 8 – 10 minutes. The Council
believes that the level of community cohesion has been
on the slide lately, especially amongst the younger
residents. Therefore, they want this video to bring locals
closer together, for the good of the borough. Some of
the best-produced videos will be aired during the early
autumn period of 2017 on local television stations for
residents of the Redbridge region, as well as neighbouring communities.’
From this brief, we get a significant amount of information. We learn that we will be creating
a video for our local government - The London borough of Redbridge. They are the local
authority for Redbridge, which is situated in the East of Greater London and they govern the
region as a whole. Redbridge is divided into 21 wards and elects 63 councillors. The Council
consists of 35 Labour Party members, 25 Conservative Party members and three Liberal
Democrat members, and is therefore currently run by the labour party. The makeup of
Redbridge includes areas such as Barkingside, Clayhall, Gants Hill, Hainault, Ilford,
Newbury Park, Snaresbrook and South Woodford as well as others. All of these areas are
part of Redbridge constituency.
Just like all boroughs, Redbridge has experienced
some problems. I researched into them and found
that ‘Anti-Social Behaviour’ (ASB) was the largest
crime reported in 2016-17. Anti Social Behaviour
includes acting in a manner that has "caused or
was likely to cause harassment, alarm or distress
to one or more persons”. ASB is closely followed
by violent crime, which is marginally in front of
vehicle crime.
Since finding out the large issues in the area, I have continued my research into previous
initiatives to try and tackle some of the issues. I found that Redbridge Council had posted a
video on their ‘YouTube’ channel, regarding littering. [1] It explained the effects and
sanctions as a result of this form of ASB. Another initiative that I found to prevent crime was
a video based around fly tipping - a crime that is taken very seriously and that could lead to a
criminal record. The link to this video is [2]. The London Borough of Redbridge government
website has a page dedicated to ‘ASB’.

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Millie West
It includes information about what Anti Social Behaviour is, measures we can take to prevent
it from happening as well as other information. To find out this information or view this page
click [3].
Redbridge Council headquarters is located at Lynton House, 259
High Road, Ilford IG1 1NY. They can be contacted on 020 8554
5000. The current leader of Redbridge Council is Jas Athwal and
he can be contacted by email on jas.athwal@redbridge.gov.uk or
contacted by telephone on 020 8708 2121.
The official definition of anti social behaviour by the Crime and
Disorder Act (1998) is as follows; 'Acting in a manner that caused or was likely to cause
harassment, alarm or distress to one or more persons not of the same household as (the
defendant).' This means, not only does littering come under this criminal act, but many other
offenses do too. There is a theory in sociology called the ‘Broken Window’, created by
Wilson and George Kelling. It is the theory that you consider a building with a few broken
windows. If the windows are not repaired, the tendency is for vandals to break a few more
windows. Eventually, they may even break into the building, and if it’s unoccupied, perhaps
become squatters or light fires inside. They argue that if just a single broken window is left
unrepaired, then an area will start to deteriorate and law-abiding citizens will not feel safe on
the streets. As you can see, this form of ASB has a domino effect, each part of the story and
criminal act has a knock on effect, and influence of the people who are living there. This
means that by making sure people are aware of such anti social behavioural issues (through
social action, informative projects such as one like this) and reporting them, the police can
concentrate on areas that are just beginning to deteriorate and exercise a policy of zero
tolerance, to stop further deterioration.
The Structure:
The brief that we were given implied that the production that we would be creating would be
informal. We know this because there is not only no mention of a contract but also one is not
implied. The consequence of having no contract means that there are no stipulations. As
there is nothing to sign or any form of legal order, a person cannot be penalised nor
prosecuted for either choosing to apply or not. In addition there can be no sanction for
applying late or dropping out after deciding to take part in the competition. In addition, the
idea of the use of competition is specified. The brief entails that best-produced videos will be
aired during the early autumn period of 2017 on local television stations for Redbridge
residents to see as well as neighbouring communities. This adds an element of intensity;
that all those who participate would like theirs to be aired and so for that to happen they
must be the best. The sense and excitement of the use of competition tries to draw out skill
and talent as well as motivate and encourage participants to have a go at creating an
individual or group project, whilst creating friendly competition. It can inspire those who want
to progress in the media industry to practice their possible talents in the acting, sound,
camera or editing (as well as others) industries or any other part of the pre-production,
production or post production process. By entering this educational competition, those who
enter and create a production have extracurricular activities and content to add to both
personal statements and job or university portfolios.

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Millie West
The structure of the brief implies that of course, people have the choice as to whether they
would like to enter this competition or not. Giving young people the choice as to whether
they would like to partake in this competition may make them more willing to apply, as they
can do so at their own accord.
The Purpose:
The brief implies that there are several purposes of creating one of these informative social
change products. One of these is the idea of bringing communities together. Like the brief
explains, if a project created is chosen to be one of the best, then not only will it be aired on
television in the local community, but ‘also in neighbouring communities’. Through this use of
cohesion, both residents of the Redbridge region as well as those from the neighbouring
communities can talk about the projects that will aired as well as discuss what they can do to
help with or prevent the issues raised. If this works and the
cohesion is successful, this could happen on a wider scale e.g. up
and down the country. Not only can this initial idea create cohesion,
but it can also create an increased number of social action projects
which in turn can hopefully bring about change. The whole idea of
this competition is for young individuals to create a project that can
be shown on TV for others to see regarding an issue in the area or
a charity. This means that the idea of it is to educate people and
bring out change in the communities and areas that the issue has
affected.
These productions can have a huge impact on their audiences. Not only can they educate
the public about these issues and or charities, they can change people's attitudes and
opinions towards the subjects and matters. It can both inspire and motivate people to make
a difference in their communities and help others to do the same. Raising awareness is one
of the largest purposes of the competition. Another purpose of using competition, is to try
and motivate participants to try their best, not only for the purpose of bettering themselves,
but also to enable participants to go up against others who may be trying to find a place for
themselves in the media industry. It’s a
chance for participants to get themselves out
there and known by the public, as well as
have the opportunity to get promoted by
possible scouting media companies. This
competitive nature gives participants the
huge opportunity to learn about the life of
being part of the media industry and others
who are part of it.
By running this competition, contestants are able to inform the public of the current issues
that they have discovered and explain how they can prevent these issues from reoccurring
or getting worse. In addition they have the opportunity to raise awareness about local
charities, inform about what they do, and what the public can do to help and support the
charities.

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Millie West
As mentioned this project can not only bring
communities and people together, but it can also
strengthen the ties between them. They may be
able to do this by cross communicating about
current affairs and issues, and discussing what
they can do as people and as large communities
to prevent them from happening. Some
communities may have similar charities in their
areas and so when discovering in what ways the
public can support them, they are able to bounce
off of each other's ideas and discuss in what way or ways it is best to do so. Last but not
least, as we know from the lack of mention of a contract in this brief, this is a non profit
project. We know that its purpose is for 14-19 year old youth to create an 8-10 minute video
surrounding a local issue or charity in the area. The best ones will be aired on television for
the public of the Redbridge region and possibly other surrounding local communities to
watch them.
The idea of the competition is to reward the winners and the chosen groups with the best
videos with the ability to have their video aired on TV for others such as the local community
as well as possibly the wider community to see, not a gain of profit. This makes it a non
profitable project competition.
Competition is not the soul purpose of this project. By youth creating a social action project
such as one like this, the productions can show the older generation of Redbridge that the
youth of the community are trying to help and change the community in which we live as well
as some of the issues that we face. The project will try and change their (the older
generations) minds about the possible stereotypical 'reckless' youth. In addition, it may
encourage other youngsters to participate in these social action projects and the meanings
of them. This may be due to their age, the choice of words used in the production as well as
the tone in which they are said, in addition to the music that the project is accompanied by. It
makes other likewise youth more likely to connect with what the creators (of similar age)
have produced and the issue that they have identified and raised.
The largest purpose of this project is to inform. To raise awareness of an issue that
communities may not know about, know is an issue or realise how big the identified issue is
is a massive part of the reason for creating a media project like this. It can also educate
viewers regarding victims of the identified issue, such as the increase of crime, as well as
inform audiences about what to look out for in terms of crimes seen or possible victims of it.
Moreover it can teach viewers of the projects how to get help if they are affected or a victim
of such crimes, as well as educate them how they can take action to prevent and stop such
issues from occurring. These documentaries can help to motivate those affected by the
recognised issues, as well as those who are not effected but are still willing and determined
to help and try and make a change in the community.
The Opportunities:
The brief implies that there are a significant number of opportunities that are offered with this
competition. For example, the range of skills that one can gain and improve upon. Skills

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Millie West
such as research can be learnt through such an independent project - one likewise. It can
enable the youth of 14-19 year olds to gain the knowledge of how to and what to research,
specific to a subject or topic. Organisation is a key skill that can be offered by applying for
this project, one of the soul benefits of organisation is that the 8-10 minute documentary can
be carried out and produced at a faster rate, whilst still being well thought out and fully
equipped and prepared for. A third opportunity is leadership. Leadership is crucial. Having or
learning the ability to become or be a leader can help you in all walks of life and shape you
as a person.
In situations and challenges such as these, the opportunity of learning communication is
extremely important. The opportunity to learn such skills can help in everyday life. Learning
to communicate with others makes for not only an effective and well run project but also
team members can have a positive relationship with one another. Similarly to
communication, teamwork is an opportunity that is waiting to be learnt through the use of this
project. Teamwork, like communication makes for an easier, more efficient and well carried
out project. Again teamwork can help you in most situations in everyday life, and is therefore
a vital opportunity that can be taken advantage from with the use of this project.
Moreover the opportunity to improve upon contestant’s current production and filming skills
shines through and stands out in the brief. These opportunities are highlighted through the
use of the word ‘video’. This is because it has many connotations associated with it,
including pre production, production, and filming, which can teach you many of the skills
mentioned above as well as many more. Another word that is also a connotation of ‘video’, is
editing. This project gives all of its applicants the opportunity to either improve upon their
current editing skills or primarily learn how to edit. Last but not least pitching and proposals
is an opportunity that is waiting to be learnt, or improved upon. The skill of pitching an idea
or proposing a theory can be quite scary and daunting,
but the gradual learning process of how this can be
done well, can lead to participants - the youth as well
as the general public of all ages, having both an
increased self esteem, as well as a boost in
confidence. Again, this is a useful and important skill
that anyone could both need and want in the working
world and life in general.
Not only can does this experience offer a range of opportunities regarding skill, but also
people’s personal development. As briefly mentioned a project such as this could
significantly increase a person’s confidence. Even by simply creating a project that they are
proud of and have worked hard for, let alone being chosen for their 8-10 minute
documentary to be presented could dramatically elevate a person’s self esteem and
confidence - it is a great opportunity to increase a person’s self worth. In addition, the brief
means creating a project- possibly something that a candidate has never done before. It is
an incredible opportunity to come out of your comfort zone and challenge yourself. Like
pitching and proposing, the idea of new challenges are nerve racking and worrying, but once
a person has come out of their comfort zone, they may be pleasantly surprised to find that
they enjoy this new task, and so in turn this can increase a person’s confidence further; by
doing something that you didn’t think that you were capable of doing - such as an

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educational documentary. New experiences can help to shape people in positive ways,
which is why this challenge is such an amazing opportunity.
Finally there are also many opportunities regarding employment, which come with the brief.
As previously mentioned, by creating a piece of media, such as one like this students and
youth of 14-19 have more work that they can add to their portfolio (if necessary) as well as
their personal statements - a document about themselves to aid their university applications.
This, in turn can not only mean that partakers have more to put
on their university application, but in addition, they may have an
increased chance of getting into university in general, because of
an incredible application, consisting on relevant material and
experience that applicants have shown. Consequently, this can mean that from the degrees
that they can achieve in university, they can have high end, supportive jobs in the industry
that they choose to go into.
Bibliographie:
[1] https://www.youtube.com/watch?v=FrVRCExvJ_U
[2] https://www.youtube.com/watch?v=_TX5C1YrTjk&index=4&list=PLuj_qXdE-ejF025-
CYVO5rPL_Kg9tcw5Y
[3] https://www.redbridge.gov.uk/crime-and-public-safety/anti-social-behaviour/