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SMILE
Campaign
By Caden

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Mind

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Who are they and what do they do?
 Mind are a mental health charity that are based in England and
Wales.
 They provide advice and support to anyone experiencing mental
health concerns.

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When did they start and who do they
help?
 Mind was founded in 1946 and they help anyone who may be
experiencing any and all mental health concerns across England
and Wales.

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Are they a charity- and is their budget
limited?
 Mind is a charity- but as of 2023- all mental health charities are
to receive an extra £2 billion a year to help the funding that goes
into helping people struggling with mental health

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Minds Previous Marketing Campaigns

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Time to Change
 Time to Change was a mental
health campaign ran by the Mind
charity.
 The campaign was a social
movement tat aimed to change the
way people thought and acted about
mental health.
 The campaign started in 2007 and
ended March 2021.
 https://www.time-to-
change.org.uk/about-us

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Rethink Mental
Illness
 Rethink Mental Illness is a
campaign ran by Mind.
 The campaign supports tens of
thousands of people every year
through a range of mental health
services and support groups.
 They also deliver mental health
training for people so they can
learn how to accommodate to
people's different mental health
concerns.

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Mental Health

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Mental Health in
Different Ages
 Mental health affects everyone- no
matter how old or young they are.
 Statistically, 20% of adolescents may
experience a mental health concern
in any given year- whereas 50% of
mental health concerns are
established by age 14.
 75% of mental health concerns are
established by the age of 24.
 10% of children and young people
have a clinically diagnosable mental
health concern- yet 70% of young
people who experience mental health
concerns do not have appropriate
interventions at a sufficient early age.

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Who experiences the most stress?
 People from the ages of
18 to 3, and people from
the ages of 34 to 47- have
been reported to have the
highest stress levels –
whereas people from the
age of 46 and upwards
also have been reported
to have higher stress
levels than are considered
healthy.
 Who Experiences The
Most Stress?

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What is the impact of smiling?
 Studies have shown that
smiling releases endorphins
in the brain- and releases
other natural painkillers-
such as serotonin.
 The chemicals that get
released into our brains
make us feel good- as they
elevate your mood and relax
your body. They can also
help reduce pain.
 The Impact Of Smiling

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Mental Health In Youth

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Bupa Advert
https://youtu.be/rxR_D_LmL9A

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Beginning and End Shot
 In the beginning of the advert- the
camera focuses on a single
woman staring out of her window
with a sombre expression on her
face- yet at the end of the advert
the camera focuses on the same
woman, but this time she has a
happier expression on her face.
The advert has purposely done
this to express through the repeat
of shot that mental health is in
fact normal- and things get better.

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Use of Camera
Angles
 Throughout the advert, there are
a range of different camera
angles used to get the point of
the ad across. The most common
camera angles used are low and
high shots. These could be used
to show that there are lows and
highs in life- even when it seems
like there aren’t any. During the
advert, there is also use of some
closeup shots- which could be
used to show that when
struggling with mental health it
can seem like there is nothing
else around.

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Intended
Audience
Bupa is a health insurance company-
that requires you to pay for their
services. Because of this- their
intended audience for this
advertisement would most likely be
social grade A or B- as they are high
managerial or intermediate managerial
workers.
The intended audience would also fit
into the mainstreamer psychographic-
as they would seek security from a
company like Bupa. The audience
demographic that this ad was meant
for were most likely upper class, older
workers with a high income- as Bupa
is a company that you need to pay for
their services.

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Mental Health TV Commercial
https://youtu.be/bLX6RBqk1FM

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Use of Camera
Angles
 This advert uses only one camera
angle- perhaps to show the
severity of mental health. The
camera shot used is a constant
extreme close up as the people
talking directly to the camera
change. The advert is in black
and white- which could also be
used to show the severity of the
advert as a whole.

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Use of Text
 In the ending shots, the ad
includes some text. The text is
in a simple font in white- and it
gives reference to a political
vote to help save lives of people
suffering with mental health.
The text finishes the advert-
bringing it to a close and leaving
the audience with the final
thought of voting for the
candidate mentioned.

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Intended
Audience
 The intended audience for this advert
would most likely be any social grade
between E and C1- as the advert is
about voting in an election- for
someone who could help improve the
services people struggling with
mental health receive.
 The psychographic audience for this
commercial would fit into the aspirer,
explorer and reformer category- as
they all seek discovery or
enlightenment. The demographic for
this advert would be over 18s- as that
is the voting age in Australia- and
most likely every gender- as voting is
not limited to just male or female
voters.

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The Awkward Silence | Friendship & Mental Health |
Ad Council
https://youtu.be/8gKtVoSgNNM

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Use of Camera
Angles
 This advert uses two types of camera
shot, medium shot and close ups. The
medium shots are used in the
beginning, along with a few close ups
scattered throughout- to somewhat
establish the idea of the advert-
whereas the close ups are more
towards the end, with the actors
starring in the ad looking directly to
the camera the whole way through.
This is used to break down the fourth
wall and to make the audience feel
included in the conversation.

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Sound
 In the beginning of the advert- the only sound that can be heard
is the ticking of the clock. However- after a few seconds a sort of
upbeat music starts playing- which makes the advert seem very
calm and joyful.
 As the commercial goes on, the people in the advert start to
speak- asking questions such as ‘Are you okay?’. This speech,
along with the music and the ticking of the clock adds to the
mood of the commercial.

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Use of Text
 At the end of the commercial, text
is incorporated to close up the
advert. The text is in a simple
font- but in yellow. This could
indicate that the joyful tone set in
the beginning of the ad with the
music has still been kept
throughout. This could be used to
show that even though mental
health is very serious, there can
be joyful moments in between.

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Use of Well Known
Celebrities/People
 This advert includes some well
known faces, such as Markiplier,
Liza Koshy and Tyler Oakley. These
are all well known influencers- who
use platforms such as Youtube and
Instagram to give their audience
content. Perhaps the ad has used
these influencers to get their point
across to younger people that even
celebrities suffer with mental health,
and that they are not alone.

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Intended Audience
 The intended audience for this commercial would most likely fit
into social grades C1 through to E- as the use of influencers
would appeal to those type of people.
 The psychographic for this advert would most likely be
mainstreamers, explorers, strugglers and reformers- as they are
the ones who follow trends and seek escape and enlightenment.
The demographic would fit into the younger students- as those
are the people who watch influencers more than any older
workers.

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Advert Ideas

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 For my advert, I will use a range of low and high angles- mixed
in with some close ups to express the severity of mental health.
 I will include some text towards the end of the advert to explain
why mental health is an issue- and what people can do to help.
 For sound, I may use a slow- saddening music to pull at my
audiences heartstrings and to show them that mental health
issues are not to be taken lightly.

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Survey Questions
 How old are you?
 What do you identify as? (Male, female, non-binary etc)
 Do you work?
 Do you have a diagnosed mental health condition?
 Do you consider yourself to have a mental health condition? (Diagnosed or
undiagnosed)
 Do you have coping mechanisms that help with your mental health?
 How would you describe your mood most days?
 Do you sleep well?
 How often do you feel or become stressed?
 What do you worry or stress about the most? (eg- covid, work, school etc)