This document provides a rationale and proposal for a promotional video to encourage exercise among young people. It includes: 1) An outline of the target audience as mainly young adults aged 17-30, with the video to be shown in schools, colleges, and online. 2) Details of primary research conducted through an online survey of students and teachers to understand attitudes to exercise. 3) Secondary research on effective ways to promote exercise to young adults online to inform video content. 4) A proposal to create a 3-6 minute video following the journeys of four individuals from different backgrounds as they overcome challenges to exercise, with the goal of inspiring viewers.

1. Grade – Pass – 30/72
Rationale-
Platformproduction:Ihave chosentocreate a 3-6 minute promotional videoasmyplatformof
production.Thiswill meanthatthe brief whichistocreate promotionfor Move it so itcan reach
youngpeople toreacha wide spectrumof audience throughbothsocial mediaplatformsandduring
TV advertisementbreaks,bothof these will be effectiveastheyare popularamongstyoungpeople
and a range of differentage groups.
Target audience research- myintendedtargetaudience forthe productionof thisfilmismainlyfor
youngadults,specificallybetweenthe ages17-30 as I feel thisisthe age groupthat are mostlikely
to see the promotional video. Mypromotional videocanbe shown inschoolsand colleges or
universities toreallyspreadaw
arenessof the dangersof not doingexercise once youleaveeducation.Bydoingthis isalsothe
schoolsandfurthereducationcentrestopromote the importance of exercise totheirstudents.I
believethatthe age demographicthatI have chosenisthe bestone because myvideowill show that
theyare intheirprime age of fitnessandthat theywill notwantto lose that.
Primaryresearch- asmy primaryresearchI made a questionnaireandemaileditviathe schools
email systemto100 differentsixthfromstudentschosenatrandomand 15 randomlyselected
teacherswhowere agedbetween25-60.I got 60 repliesbackfromthe studentsandall of the
teachers.The questionsthatIaskedwere:
1. How muchspare time a weektoyouhave to spenddoingexercise?
Lessthan half an hour,more than an hour,3 hoursor more,5 hours or above
2. Do youpreferexercisingingroupsoralone ?
3. Wouldyousay youhave a healthydiet?
4. Are you satisfiedwithyourweight?
5. How doyou travel to work?
6. Do youenjoyexercise ?
7. Do youattendany sportsclub or have any gymmemberships?
8. Didyou usedto domuch exercise ?
Secondaryresearch:aspart of my secondaryresearchIwenton the internetandIlookedintothe
differentwaysof promotionforpromotingexercisetoyoungadults.Idone thisso thatI can geta
betterunderstandingof whatI mytarget audience wanttobe includedinthe promotional video.
Will be finishedwhenIactuallygettime toresearch.
Understandingthe client/commission- the purpose of the commissionissothatI can promote
exercise withinyoungpeoplethroughapromotional video forMove ita company thatwants to
promote exercise.
Ethos andreputationof the client- the clientisMove itandthey wishto promote theirexercise
Pitch- My name is Harry Crossand I am a representativeof Move it,a non-profitorganisationthat
has beensetupto promote healthylifestylesinthe UKby encouragingmore people toexercise.Iam
here to propose apitch forMove itwhere I will make ashort videothatwill inspire the UKpublicto
go out anddo more exercise.
I will be makinga3-6 minute longvideothatwill show the journeyof 4 differentindividualseach
withtheirownchallengesandlifeobstaclesandovercomingthemthroughmotivationanddrive to

2. Grade – Pass – 30/72
do exercise to showthatthere isnoexcuse notto do exercise.Thisvideowill be distributed
throughoutthe UK so itcan have the biggesteffectonthe public,withthe mainsource of
advertisementcomingfromonline video. The videowill be genderwise,efficallyand disability
friendlyasthere will be maincharactersfromeachone of these groups.The aimfor doingthisisto
showthat anybodyhasthe abilitytodo exercise it’sjustamatterof choosingto,whichis the
motivationthatsome viewersmightneed.
The main motivationandpurpose of myvideoistoencourage people nomatterwhatchallengesor
whatschedule theymighthave isthattheycan do exercise,doesn’tmatterif thatbe goingto the
local swimmingbathsorjustwalkingtoa furtherbusstop to getto work.The structure of my video
isthe journeythat4 individualsgoonto get fitanddo exercise,startingoff fromapointwhere none
of themare doinglittle tonoexercise tothendoingitregularly.The intentionof thisistoshow that
anyone can getfitno matterthe startingpoint.
The videowill be fastpacedonscreenwithintense musicplaying,withwill show aspeedtothese
people gettingfitthatviewersmightfindmotivating. Stage costswill be variedasthe contributors
are the sport andfitnessindustry.Sothere isalarge target audience potentially.The name andlogo
will be shownthroughoutthe video,andthe filmwill be informationcontentasMove itwant to
raise awarenessof the benefitsof takingregularexercise.
The message thattheywant to commute:the mainmessage frommyvideoistoadvertise thatit
doesn’tmatterwhatchallengesare infrontof youthat youcan still findthe time togoand do
exercise it’sjustacase of motivatingyourself todoit.I alsowantmy videotoinformof the benefits
of exercise asthat’swhatMove itwant.
Who or whattheyare targeting-the clientMove itare targetingthe general publicof the UK,as this
meansthat myvideowill reachalarge range of people bringingexposure totheir company.
Competitorsonthe same industry- IresearchedonYouTube twovideosthatpromote similarideals
to my videosoI couldsee whatrivalsare doingand try andbettertheirvideos.
https://www.youtube.com/watch?v=bMuTx3OU6nM
thisisa videoproducedbyPure Gyma company
witha stringof businessesthroughoutthe UK,this
videoshowsarange of differentpeoplegoingtotheir
gymsexercising.ThisdiversityissomethingthatIwant
to include inmyshortvideo.
https://www.youtube.com/watch?v=k3Lt3tDUJZ4
The other videothatI watchedis an advertisement
by Barclayswhichbringslighttoan elderlyman
namedRoyand hiswalkingfootball club.This
highlightsone of the keymessagesthatIwantto
incorporate intomyfilmwhichisthatanybodycan
do exercise andthatthere isnobarrier.

3. Grade – Pass – 30/72
In mypromotional videoIamgoingto ensure thatI have highlightedthatanybodyfromany
backgroundcan finda wayto some form of exercise byshowingpeoplefromdifferentlifeaspects
overcome obstaclesinthe name of exercise.Myvideoisalsogoing tobe substantiallylongerthan
these twothat I have watchedaspart of my researchsoI will needtotake that inti consideration
before makingmyfilm.
Geographical anddemographical opportunities- myvideoisgoingtobe showntopeople acrossthe
UK and so I will needtomake extraeffortthat myvideoisas appealingtoageneral audience asit
can be.I will needthe videotobe relatable tothe general publicandsomethingthatwill inspire the
viewerstogetoutof there chair,therefore myvideo mustbe motivational andinformative.
Restrictionsonthe client- eventhoughitisunlikelythat inmyvideomanyof the restrictionswill
occur, I muststill considerthemasinappropriate orgraphicimagescouldbe showninmyvideofor
example.
Ideasgeneration- 3ideas:
Idea1- there will be fourmaincharacters,a man withfalse legs,ayoungblackmother,an
overweightmanwithbackissuesandayoungwhite school child.The filmwillshow the journeyof
these fourcharactersas theyovercome the challengesthatare aheadof themso thattheycan
participate inexercise.The fourindividualswill have theirownreal,relatable life issuesthatthe
viewerswill be able tohave anattachmentto. It will be aninspiringstorythathasintentionsof
motivatingthe viewers.
Idea2- a youngboyat a swimmingclubatschool whoIsa lotsmallerthanthe otherboysaround
him,he is alsonoton the same level asswimmingasthe othersandconsistently beingbeatinhis
races.The filmshowsthe boysdedicationtoswimmingandovertime he getsbetterandbetteruntil
he is a fasterswimmerthanall the otherboysdespite beingsmaller.Thisshowsviewersthatif you
stickat exercise nomatterwhoyouare youcan become goodat it.
Idea3- There is a motherwithheryounggirl,the motherisshownto be startingoff at the gym
whilstherchildisat school.The mothertry’sto fitinher workand gymlife aroundheryoung
daughter.The motherbecomesfit.The daughterhasa school playand hermotherisrunning late,
motherlooksoutside andseesthatthere istrafficeverywhere.The motherdecidestodrop
everythingandrun fromworkto her daughtersschool play,where she thenwalksthroughthe door
justas her daughtercomesouton stage and theybothshare eye contact and a smile.Thisshowsthe
importance of exercise asthiscouldbe a veryrealisticscenarioforsome of the viewer’s.
Final idea- myfinal ideathatIhave chosenout of my ideasgenerationis idea1,thisisbecause of the
wayin whichitshowsthe storysand journeys backto fitnessof fourdifferentcharacterswhichare
relatable tothe audience of the general publicof the UK andhave a character that people fromall
walksof life canrelate to.I have alreadythoughtaboutdevelopingthis ideaandI believe thatitis
veryachievable andhas the potential tobe successful asitmeetsthe requirementsthatMove it
wantand I believe itwill inspire people todoexercise whichwasalwaysmyintendedgoal.

4. Grade – Pass – 30/72
Proposal- myvideowillbe basedaroundthe journeyof fourindividualswhoare fromdifferentwalks
of life whoface theirownchallengestogetintodoingexercise.The firstscene will show ayoung
childat school whoisat hisPE classand isstrugglingtoclimba rob hangingfromthe ceiling.The
nextscene will be the boystayingafterhourspracticingatclimbingthe rope,the boyrepeatsthis
and eventuallybecomesthe starof the class at the rope climband all the otherkidswhowere
previouslybetterthanhimandare all visably biggerbuiltthanthe boy.Thiswill show aninspiring
storyto viewersthatwill showpeople thatyoursize doesnotlimityourablilitywhenitcomesto
exercise.
The nextstory thatwill be toldisthe one of the overwightmanwhosufferswithbackpain. Itopens
withthe man sittingdownonhissofawatchingpeople exerciseonthe TV.Thisinspiresthe manwho
inthe nextscene isshowngoingtothe store and buyingthe exercise DVDthathe saw on the TV, so
the nextday thathe showntryingthe exercisesonthe TV and clearlyhe isstruggling.The manis
shownsxene byscene tobe gettingbetteranddoesnotgive up,and eventulalllyisshowndoingh
the exercise painfree andlookinglikehe isenjoyinghimself.Thisstoryshowshow anychallenge
that isin yourway that youcan do exercise andthatanythingispossible.
Followingthisisscene the nextwill be the storyof the single motherwho islivinginacouncil flat
and herand herdaughterenjoyrunning.The motherandherdaughtermightnothave much but
runningbringsherand heryoungdaughterclose together,whichisthe mainmoral of the story.The
scenesall followthe dailyroutine of amotheranddaughterand the bondthat runninggivesthem
whichviewerscanfindrelatable.
The final story is goingto show a disabledmanwithprostheticlegswhousedtobe a runnerwhen
he was abledasa child.Thisstorywill shownthe manovercome the challenge of runningwithhis
flase legsandthe motivational storythatthisimpilesandthatwe should nevergive up.
Budget:
Item Price perday Days Total cost
Location £400 2 £800
Equipment £540 3 £1080
Director £400 7 £2,800
Cast £300 5 £1500
Music £40 7 £280
Editing £180 3 £540
Total £1860 29 £7000

5. Grade – Pass – 30/72
Equipmentlist:camera,tripod, pole,lights,battery,computer,editingsoftware,stand.
Schedule-
May week1- Meetingwithclient, Mayweek2- Storyboardandscripting, May week3- Storyboard
and scriptfinalised, Mayweek4- Cast and crew arranged, June – Cast and crew confirmedPractical
planningcompleted, Julyweeks1&2– Filmingdayone andtwo, julyweeks3&4Editingdaysone,
twoand three, August- Final productreview- reshootsandre-editingasnecessary, September-
Videoreleasedinschools, October- Videoreleasedonsocial media.