2. Get active
• From the 15 responses including 16,17 and 18-year old's 80% say that
they either do live an active lifestyle or try to live an act lifestyle with
a main reason as to why they don’t exercise due to lack of motivation
therefore in my campaign I need to use motivational language
and imagery like the This Girl Can campaign to effectively engage and
entertain my target audience.
3. My ideas
Inspired by this girl can campaign and a focus on
mental health my advertisement will follow a woman
starting out her day and partaking in exercise which
will actively show the audience the benefit of being
active for your mental health which will be shown to
the audience through the use of diegetic sound and
audio shifts.
4. My ideas developed
Audio-starts with a fuzzy muffled noise which continues throughout the opening sequences
Visuals wake up from bed
Put foot down in sock and when foot hits the ground changes to a trainer
Tie trainer lace follow the arm with the camera up to hair
Hair match cut into women at front door birds chirp and nature noises, but the muffled noise is still
able to be heard
Puts in headphones music can be heard with the muffle
3 2 1 on watch
Subject moves out of frame
Audio change as music becomes clear and muffled noise fades
Shots of legs running
Different directions
Different locations
After multiple shots woman stops with hands on her knees as the camera zooms into the watch
Zoom out of the watch to end credit sequence
5. Slogan options for tv advertisement
Achieve what you thought was impossible
Get Active Today
https://www.nhs.uk/better-health/
Initial idea Final idea
This was my first idea
Positives: I included not
only the campaign name
but the NHS logo so
people can identify what it
is I also included the link to
the website
Negatives :the red colour
looks out of place and
doesn’t have
recognizability to the
campaign that uses a set
colour scheme
The background is plain
white so whilst it matches
the NHS logo it is quite
plain and looks to clinical.
ACHIEVE WHAT YOU THOUGHT WAS IMPOSSIBLE
GET ACTIVE TODAY
https://www.nhs.uk/better-health/
Positives:
campaign and NHS logo
included recognizable
In NHS logo colours
Coloured background
All colours coherent of the
campaign
Negatives:
overload of the logo
colours
Wouldn’t match the
previous shot transition
without obvious cut to
plain
Stop dreaming and start believing
https://www.nhs.uk/better-health/
Positives:
fits the colour scheme
of the campaign
NHS is clearly
recognizable
Negatives:
too colourful
Hard to read writing
doesn’t match the
previous shot transition
I prefer the previous
slogan to this one
Slogan doesn’t get the
message across
ACHIEVE WHAT YOU THOUGHT WAS IMPOSSIBLE
GET ACTIVE TODAY
https://www.nhs.uk/better-health/
Positives:
Fits the colour scheme
of the pre-existing
campaign
Slogan gets the
message across
NHS is clearly
recognizable
Will match the
previous shot
transition better
Negatives:
Hard to read writing
https://www.nhs.uk/better-health/
Achieve what you thought was impossible
Get Active Today
TAKE THE STEP TOWARDS
BETTER MENTAL HEALTH
Get Active Today
https://www.nhs.uk/better-health/
To fit the new concept for my
advertisement I had to tweak my original
end slate so that it complied more with
my new brief and links effectively to the
visuals and audio of the advertisement.
6. Advertising Standards Authority
AND
The Committee of Advertising Practice
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK
media stick to the advertising rule.
The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the advertising
codes.
The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent
and accountable.
Some rules of the ASA
Make sure that advertisements are:
Legal
Honest
Decent
Truthful
Socially responsible
7. SOCIAL MEDIA MARKETING
AND
ADVERTISING REGULATIONS
All marketing and advertising must be:
•an accurate description of the product or service
•legal
•decent
•truthful
•honest
•socially responsible (not encouraging illegal, unsafe or anti-social behavior)
There are regulations that restrict what advertisers can and cannot do.
The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for
example:
•including false or deceptive messages
•leaving out important information
•using aggressive sales techniques
8. COPYRIGHT LAWS
REGULATED BY
The Intellectual Property Enterprise Court (IPEC)
Copyright is one of the four areas of intellectual property:
• Patents: how something works
• Designs what something looks like
• Trademarks: what you call it, and
• Copyright: the expression (literary, artistic etc)
Copyright also protects against a work being issued to the public, performed, shown or played in public, broadcast or adapted.
This means that broadly an advertiser cannot use someone else's work and someone else cannot use the advertiser's work,
without permission.
The copyright owner can grant a license to another person to use the work. There may be several parallel
copyrights in one work (for example, in the case of music, copyright in the music score, words and recording
of the music), and the consent of all the copyright owners must be obtained.
Provided none of the exclusions from liability apply, the copyright owner will be entitled to sue
for infringement. The copyright owner may be entitled to damages and an injunction. An
injunction may result in an infringing advertising campaign being stopped.
9. ANALYSIS
The regulations, guidelines and laws set out and regulated by the ASA, CAP and IPEC mean that
for my advertisement to be correct ,free from potential infringement and immoral themes and
information. I need to make sure all the information I use is from trusted websites and
companies making sure that is truthful honest and doesn’t convey socially irresponsible themes
and/or suggestions therefore the advertisement not being at risk of being taken down or not
being allowed to show. It also means that I must use all my own original work in my
advertisement unless it isn't copyrighted, or I get permission from the copyright owner to use
their work such as music or movie references as if these are not fulfilled it may lead to potential
infringement claims.
10. BENEFITS OF
SHORT ENGAGING CONTENT
USING TIK TOK
TIK TOK is one of the most popular and successful social media platforms of the 21st century
especially with the specific target audience for this campaign of between 16- and 24-year
olds with 2023 statistics showing that between the ages of 10-19 make up 25% of users and
ages 20-29 make up 22.4% of users. It is estimated that on an average day a Tik Tok user
spends 95 minutes on the app, considerably more time than other popular social media
platforms with the target audience like Instagram (29 minutes) and Snapchat (28
minutes).Therefore it may be beneficial to effectively reach the intended audience, to
promote and publish the advertisement not only on TV but on social media such as Tik Tok
which is more likely to reach the intended audience as streaming is the dominant source of
TV content, with 8 in 10 Gen Zer's saying they stream TV content at least weekly. In
contrast, fewer than half (45%) watch via cable or satellite where the TV advertisement
would be shown. Whereas TikTok has over 2 billion downloads with 60% or 1.2 billion
downloads coming from Gen Z.An average Tik Tok is about 30 seconds to 3 minutes therefore
in my advertisement I will keep the length on the advertisement within these times whilst
also keeping the content engaging using short sharp shots to do this.
Aged between 8 and
23 years old,
generation Z or the
post-millennial
generation.
11. LOCATION SCOUT
• Everything is to be shot at my house or outside of
my house due to easy access and timing. However
as some of the footage will be taken outside, I will
need to check the weather forecast to film on the
best day with the most consistent weather.
14. Storyboard analysis
My storyboard is in the format of a day in the life video
however highlights the importance of continually staying
active and the benefits it can have. Day in the life videos
have proven to be quite popular with my target audience
therefore by using that format it allows the advertisement to
connect with the target audience and relate to it. I have
decided to use this format to advocate the benefit of being
active for someone's mental health.
15. STORYBOARD SHOTS BY FRAME
MEDIUM FULL SHOT
MATCH CUT AS FOOT HITS
THE FLOOR TRAINER
APPEARS FULL SHOT
TRACKING SHOT
FOLLOWING ARM
TO MOVE TO
NEXT SHOT
ZOOM IN ZOOM OUT AND PAN AROUND
MEDIUM CLOSE UP SHOT
CLOSE UPO VARIOUS TRACKING SHOTS LONG SHOT GRADUALLY ZOOMING IN
EXTREME
CLOSEUP
SHOT STILL
GRADUALLY
ZOOMING IN
ZOOMS GRADUALLY BACK OUT TO THIS SLIDE
END OF
ADVERTISEMENT
SOUND AND AUDIO
DIGETIC SOUND WILL BE USED THROUGHOUT TO
CONVEY THE MESSAGE OF THE ADVERTISEMENT
DIGETIC SOUND-THE AUDIENCE AND CHARACTER
WITHIN THE MEDIA PRODUCT CAN BOTH HEAR
THE AUDIO
