1. Group Task #2: Defining the proposal and your role
Work on this task sheet during your week 4 tutorial. Each student in your group should
contribute to the task. Ensure all information from this activity is represented/copied on/to
your blog.
Client Brief: Age UK, South Lincolnshire
List Group Members:
Fraser Hardwick
Chloe Deegan
Edward Crawford
Amy Carpenter
Nathan Green
Define your Proposal
Provide as much detail as possible.Make sure you address howyour proposed response directly addresses
any “problems” or intent of the brief?
Short Christmas Film: Narrative – Elderly woman loses husband at the beginning of 2021.
Subtle hints towards the pandemic through faces masks (the volunteer). Short Transition
scenes of the seasons going by, showing elderly woman’s loneliness getting worse. Cuts to
a shot of cat walking down street, passing houses filled with warmth and happiness, until it
reaches the elderly woman’s house and stops. A young woman’s feet appear in the cat’s
shot, she is a volunteer for Age UK, with a dog (Labrador? Retriever? Spaniel?). She is
handing out leaflets, however she notices the elderly women doesn’t' seem happy
(considering it is the Christmas Period). The volunteer enters her house – panorama shot of
the sad and gloomy house? Volunteer offers advice and company for women. Transition
shot into elderly woman having Christmas dinner with the volunteer’s family, the dog is at
the table to. Slow, Upwards panoramic shot of the dinner table scene (camera cuts through
the window) on to the dark snowy street. The cat from the beginning is now walking
onwards from the door it stopped at.
How we want our audience to feel:
- Sympathetic
- Want to help
- Feel happy for the main character at the end (possible tear jerker?)
- Relatable (in the sense they know of elderly people that are lonely or are
experiencing loneliness themselves)
3 Social Media Outputs:
1. Social Media Promotional Posters (Different layouts for Different Platforms
2. App – Age UK currently have no official apps, how could we take advantage of
this? What could we make for them that is successful?
Research Plan
2. Now that you have looked closer at the brief (task#1) and have considered youraudience, age/demographic,
output/s types etc.,you need to research. Each individual must contribute to this research, but it needs to be
coordinated and communicated as a group.
What we plan to Research:
1. Our Target Audience
2. Age UK (as a whole)
3. Narrative and visuals Inspiration (E.G. Christmas Adverts,Short Films?)
4. Research types of Apps and their purposes
5. Social Media Promotional Content
6. Compositional/style Research (Social Media Posters in particular)
Similar Companies and Market Research
Discover what has already been done: what “out there” is similar in output and/orcontext? This will help you
to navigate the terrain and not simply repeat an already successfuloutput/campaign.
Define how your proposalis different from otheroutputs/competitors; thinkabout a USP (unique selling
point) – what is yourproposal going to do/offer the client that is special and unique. Even if you are tasked to
create social media pages and posts,what can a different approach bring to the brief/organisation?
Similar:
Time to talk- works close with age Uk
Stroke association- help people after suffering a stoke
Admiral nurses – helps people with dementia
Similar Media:
Nimbus beds 2020 Christmas advert
John Lewis Christmas Adverts (No Specific Years)
Inspiration/Analogous Research
Are their projects which may (or may not) be connected to the theme/context of your brief that you could still
be inspired by? I.e., a documentary style that is usually associated with a totally different type of content but
could work for yourintent to make it more engaging/different or a visual style normally applied large format
posterdesign that could work a social media campaign. At this level, you should be exploring a wide pool of
reference material and think laterally.
The movie ‘UP’ for its portrayal of loneliness with their focus on memories within the
beginning of the film.
Any other Films involving concepts of loneliness (to be researched).
3. Primary Research
Are there gaps in your knowledge and/or those of your client? Do you need the insight from representatives
of the target audience or the wider public? Who do you need to speak to? What should you be asking them?
How shall you be obtaining and analysing your data? Keep in mind the potential delay in getting results.
Age range that Age UK helps the most?
What kind of things they do to help in these periods?
What happens long term to the people that are being helped?
How long does the film need to be?
Where will this be shown?
What are your most memorable experiences within your time as a volunteer?
Define your Individual Role
In the last task you were asked to considerthe role are you each considering and ensuring equitability
between roles.
Now is the time to define what your role is going to be and start to considerhow you might write learning
outcome #4. You will be writing your learning outcome individually, but you might find it easier to make a
start as a team, supporting and working together.
Group member 1:
Chloe Deegan - film/ cinematographer
Group Member 2:
Nathan Green – Social Media Output: UX/UI app design/output 3
Group member 3:
Amy Carpenter – Social Media Posters Designer/ output 3
Group Member 4:
Fraser Hardwick – film/ cinematographer
Group Member 5:
Edward Crawford - Producer
Client Engagement
Further to last week’s questions,do you have any new questions based on the outcomes of the activities
above? Have you been able to get any questions you might have had last week answered or have manged to
resolve yourselves? If your questions from last week still stand,add them here too.
- Is there one aspect of your charity that you would like us to focus on within the
campaign?
- Where would this Christmas film be showcased?
- Is there any subject area/anything you would like for us to avoid?
4. - Which social media platforms are best to work with for the outputs?
