2. Congratulations you have chosen Option 1!
Charity Advertising Campaign
Your Brief: To plan, create and evaluate an engaging and innovative advertising campaign
for a made up charity or a charity of your choice.
This project is suitable for those who would prefer to complete a project by themselves
or those who are not interested in completing a video project although it will still require
some still photography.
What your coursework will look like:
Individual Pre-production
You will submit a portfolio of research of existing charity advertising campaigns and
completed storyboards for a charity television advert.
Production:
You will create 3 advertisements suitable for magazines or billboards that would be part
of the same campaign as the TV ad you made storyboards for.
Individual Report:
It should be between 1200-1600 words and should focus on:
• The research you did to inform your pre-production.
• A justification of the target audience for your production.
• An evaluation of the production, highlighting strengths and weaknesses.
• A comparison with existing/comparable products available.
This coursework is an excellent opportunity to be creative and innovative. It also requires
a lot of hard work and thought about how to create a campaign that has continuity and
reaches various target audiences in a thoughtful way.
3. Individual Pre-production: The Portfolio
You will need to complete the following tasks and present your research in an
appropriate manner.
Task One:
Why do charities advertise? Mind map your ideas.
Task Two:
Research a series of charity ad campaigns (min 10) and write up an analysis of the:
• Conventions (typical features) of a charity ad campaign.
• Type of media – how does the campaign use different types of media effectively?
• Ideology – how does the charity get its message across?
• Mise-en-scene of TV ads / Visual style & layout of Print Based Ads.
• Representations - groups within the video, the band/artist and the audience.
• Target audience for the video.
• Where do you find these adverts? If TV: What channel and when, If print based
then what publications?
Task Three:
Create a slogan and a brand identity for the charity (if the charity already exists then
create new ones) based on the aims and objectives of the charity.
Task Four:
By now you should have picked a suitable charity or made one up and had it approved by
me.
Outline your target audience for your chosen campaign. Consider: Young & Rubicam’s
4Cs model and the ABC model as well as age, gender, ethnicity, likes and dislikes, hobbies,
social life and education. What other bands might they like?
Task Five:
Think about the aims and objectives of your charity, what it stands for.
Mind map ideas for possible narratives, characters, props, costumes, settings and
locations.
Task Six:
Write a step treatment for your television advert. This is a detailed step by step outline of
the narrative of your advert.
Individual Pre-production: Storyboards
You must fully storyboard your individual idea for a TV advert. Through your research
you would have found that adverts contain a lot of shots – approximately 20.
You will complete a first draft of these storyboards, which will be marked and returned
with feedback for improvements.
Hints & Tips:
• Complete your storyboards on the computer this will enable you to make
amendments quickly and helps if you have poor handwriting.
• Don’t panic you don’t need to be Picasso! If one eye is bigger than the other that’s
OK… but if your shot is labelled as a medium close up then your picture needs to
look like a medium close up.
5. Production: Creating 3 Print Based Adverts
These will be created on Adobe Photoshop and will require you to use your own
photography for visuals. The adverts should be creative, professional looking and have a
strong sense that they are part of a campaign so good research is vital.
There should obviously be plenty of different advertising techniques, thinking carefully
about the lines of appeal. Most of all, there must be a strong sense of who the target
audience(s) is.
The copy, images, logos and slogans must all be yours even if the charity already exists.
Exam board mark scheme & assessment objectives:
6. Individual Report:
This should be between 1200-1600 words and should:
• Outline and explain the research you did prior to completing your Pre-production.
You may bullet point the main findings of your research but the most important
part is that you discuss how your research informed your pre-production.
• A justification of the target audience for your production. Explain who your
target audience is and how your production has been constructed to appeal to this
audience.
• Critically reflect on your production. Is it successful in appealing to its target
audience? Highlight strengths and weaknesses of your production.
• Compare your production with existing/comparable products available. What
improvements could you make to improve your production?
As you can see – this relatively short piece of work is worth a significant amount of your
coursework (and therefore your final AS level).
It is not difficult to do very well in this if you use the Assessment Objectives and make
sure this has got everything in it that is necessary.
It is difficult to do well in this if you haven’t completed the necessary research and used
it to help you with your pre-production piece and you haven’t aimed your production at a
specific target audience.
