1.
Researching
the Client

2.
Who is the client?
The client is the NHS who have set up a Better Health campaign. The NHS (National Health Service) is a publicly funded
healthcare system which was created and established on July 5th, 1948, by Aneurin Bevan. The NHS is mainly funded by
the government. NHS have contact with close to 1.5 million patients and their families each day: The National Health
Service touches millions of people each day, many of them patients who receive many different services both inside and
outside their homes. The NHS provides services through GP’s, emergency care, dental and mental health services to
look after people in every way. The NHS provides healthcare to all legal English residents and residents from other
regions of the UK. The NHS’ main goal is to help those who get poorly or injured get better. They previously were
involved in a Change for Life campaign which was used to reduce obesity for children. The campaign was helpful in
containing the spread of obesity and educating families with children to eat healthier and exercise regularly so then
they could have a much better and brighter future especially during COVID when most people stayed indoors.
unknown. (2010). 25 Little Known Facts About the National Health Service (NHS) in Britian. [Online]. Master's
in health administration. Last Updated: 22 February 2010. Available at:
http://mastersinhealthadministration.org/2010/25-little-known-facts-about-the-national-health-servic
[Accessed 5 October 2022].

3.
Further knowledge about the client
The NHS is in England which is the main provider national leadership for the NHS. Through the NHS long terms plan they
promote high quality health and care for all, and support NHS organisations to work in partnership to deliver the best
outcomes for the patients and communities. They work every day to make the NHS an employer of excellence and to
enable NHS patients to benefit from world-leading research, innovation and technology.
Through there seven integrated teams, the NHS England supports local integrated care systems made up of public
services that provide health and care – NHS organisations, primary care professionals, local councils, social care providers
and the community, voluntary and social enterprise sector – to improve the health of the population, improve the quality
of care, tackle inequalities and deliver care more efficiently. The NHS is a very caring place which helps there patients
recover from injuries or illness.
NHS. (unknown). NHS England. [Online]. NHS England Website. Last Updated: unknown. Available at:
https://www.england.nhs.uk/about/what-we-do/ [Accessed 5 October 2022].

4.
Previous Campaigns
The NHS has been apart of several campaigns before the Better Health campaign;
the main example of this is the Change For Life Campaign. The Change for Life
campaign urged parents to Be Food Smart and take more of a control of their
children’s diets. The Be Food Smart app helped parents see just how much sugar,
saturated fat and salt can be found in everyday food and drink that their children
consume. The campaign also helps parents identify the health harms of children
eating and drinking too much sugar, saturated fat and salt, including becoming
overweight or obese and developing tooth decay. This campaign was very successful
as parents didn’t have to worry as much to choose which food options are better.

5.
Target Audience
The NHS’ typical audience can be anyone from young children to the elderly as there is no discrimination when it comes to
helping people with there injuries or illness. In addition, for campaigns, some can target young children and others for fully
fledged adults. An example of this would be the Change For Life Campaign which catered to families and more specifically the
parents so then they could understand what there children were eating. However, the “Don’t give up giving up” campaign was
solei towards adults as this campaign centred around quitting smoking as the UK government promised that £60m would be
spent over three years to set up smoking cessation services in the NHS and that these services would be backed up by an
advertising campaign. This was set up in December 1999 and gave people reasons why you shouldn’t smoke and why it can cause
a lot of dangerous health issues. Overall though, the Better Health Campaign is catered to 16-20 year olds and also anyone who
was affected by COVID and gained a substantial amount of weight (which tended to be young adults as they could not be as
active or active at all in certain cases.)
Jonathan Foulds. (2000). The new NHS smoking campaign. [Online]. the bmj. Last Updated: 12 February 2000. Available at:
https://www.bmj.com/content/320/7232/454.1#:~:text=The%20UK%20government%27s%201998%20white%20paper%
[Accessed 8 October 2022].

6.
Research- Previous Campaigns (Smoking)
Before I could start producing an advertisement for the Better Health Campaign, I needed to deeply research into previous
campaigns focusing on 3 criteria: smoking cessation, get active and lose weight. I decided to look into each part of the Better
Health Campaign individually so then I could draw an inspiration on what type of Campaign I would like to make. Here, you can
see the several different links I used for the smoking cessation Campaigns:
https://youtu.be/X6WXaKerEYk
https://youtu.be/VmRqo5pvNms
https://youtu.be/Uoxl0D9syvU
https://youtu.be/9FTrj-Ny27k
https://youtu.be/AIyqcST29wQ
Using my research, I could figure out that
smoking cessation Campaigns tend to be a lot
more grittier than a casual up-beat advert that
promotes good health. However, choosing to
do a smoking cessation campaign would give
young adults a reality check they may need as
they may not fully comprehend the impact
smoking can have on the human body.

7.
Research- Previous Campaigns (Losing
Weight)
Another section of the Better Health Campaign I had to take under consideration is losing weight. I also decided to look up
previous iterations of this to see what quality is to be expected if I decided to do the campaign based around losing weight. You
can see the links of the videos I used to construct my research here:
https://youtu.be/RqJ85c9M0d0
https://youtu.be/FB1aCipM4ro
https://youtu.be/5T0D_8OwvOk
https://youtu.be/J7I2VA459XU
What I have gathered from watching losing weight campaigns is that it is mainly targeted to families meaning it is quite family
friendly which has its pros and cons as although it is easily consumed by younger people I do not believe it is quite suitable for
16-20 year olds as it is highly unlikely they will have a family at such a young age. Therefore I’m not confident that I will choose to
focus on this as unless I change the format of this style of campaign it would not totally fit for young adults.

8.
Research- Previous Campaigns (Get Active)
The final section I had to take into account was getting active. Although this is fairly similar to losing weight, the campaign styles
are drastically different and the target audience is also different meaning I did my own research on this section as well. I
managed to gather a lot of understanding of these types of adverts which you can see here:
What I have gathered from watching getting active campaigns is that it is mainly young adults but also can cater to the older
demographic meaning it is quite flexible when it comes to the style of the campaign. It is also the most appealing campaign as
there are a lot of different avenues I can go down if I decided to make this type of campaign. I will highly consider this option
along with the smoking cessation campaign.
https://youtu.be/Gxd_dJstzMw
https://youtu.be/wBHw31BoPdM

9.
Research- Previous Adverts (Smoking)
https://youtu.be/X6WXaKerEYk
With this advert, it promotes smoking cessation for middle aged people, I know
this as all the people showcased in the video are middle aged and smoking
cessation campaigns tend to appeal to older audiences. For the cinematography,
it starts off with a full shot and throughout the advert, the actors get closer towards
the camera with direct address throughout the entire advert which makes the
audience invested in the message of the advert. This advert also signifies change
as taking the first few steps to quitting smoking can be quite difficult. The setting
constantly changes which signifies the fact that a lot of people are going through
this change and that you are not alone in the journey of smoking cessation. This
will help motivate the audience and make them want to change for the better.
Overall, there were no transitions as it was just one clip after another which added
to the realism and effectiveness of the advert. It also made it more fast paced
which allowed for it to be more engaging and creates a connection with the
audience. The main form of sound in this advert is audio added in the post-
production giving reasons why smoking is not great for you and all the benefits
smoking cessation would get you. The colour scheme can be quite basic as it
seems there is no added lighting as it mainly focuses on the actor walking rather
than the background which creates a relationship between the actors and
audience making it more engaging.

10.
Research- Previous Adverts (Losing weight)
https://youtu.be/J7I2VA459XU
With this advert, it promotes losing weight and fighting obesity. This
TV advert is targeted to any demographic and social grade as it is
never specified or hinted at in the advert as it mainly focuses on the
effects of obesity and how to handle it as best as you can. The advert
starts off with a medium close up shot at eye-level to show the self-
confidence of the actress which may empower the audience straight
away and possibly give them a self-confidence boost.
In addition, the advert also contains (in order of the clips) full shot, birds eye insert shot, high angle, tracking shot, low
angle single shot, over the shoulder shot and a 5 shot. The full shot connotes the feeling of loneliness with living with
obesity. The birds eye insert shot depicts the mental affect dieting can have on you and the struggles of persisting with
it has. It also represents how people feel going on a diet as they feel like they aren’t eating enough. The high angle can
show the feeling of weakness and being alone if you can’t keep up with the diet anymore. The tracking shot displays
the aloneness the actress has as she is alone in the entire shot and (on a more wider scale) the entire advert. The low
angle connotes the difficulty sticking to a diet. A single shot is also used throughout the advert to further the meaning
and feeling of loneliness. An over the shoulder shot is also used to show the struggles of keeping optimistic whilst
having obesity. Finally, a 5 shot is used to show how unimportant the actress feels due to her size. Dark colours tend to
surround the model to show the mental effect obesity can have. This advert is quite slow paced to emphasise the long
term issues obesity can have. A voiceover is used which adds the effect of loneliness.

11.
Research- Previous Adverts (Getting Active)
With this print advert, it promotes getting active and is promoted to older people,
I know this as the serif text states that “it’s never too late to get active” therefore
this shows that this print advert is designed and meant to target an older
demographic who have possibly got a lower social grade and can’t afford to go to
places like the gym. Here, a full shot is used at a low angle to show the uplifting
nature getting active will have on you. Th actor is giving direct mode of address
which adds a personal connection between the actor and the audience. They have
a slogan and a logo to add extra incentive and to possibly give motivation to get
active. The colour scheme of a light blue and some white gives off pure and
vibrant energy making it compelling to look at.
The actor is also wearing a t shirt and shorts which also signifies that it is trying to appeal to people who do not have a A or B
social grade. The hand gestures of the actor also show the high spirit getting active will give and thus this engages the audience
and makes them want to exercise/get active. The editing used here was quite clever as the slogan used is not the focal point as
the lighting has been shone onto the actor showing the importance of actually going out and doing these beneficial activities.

12.
Final Decision
Overall, after considering all three options extensively and discussing with several of my peers, I have come to the decision that I
will be doing a TV advert on getting active. I decided to do a TV advert as my greatest skill set is greatly linked to the TV adverts.
Also, I decided to do the campaign on getting active as it would cause a lot less challenges when it comes to the pre-production
as I won’t have to worry as much about the style of the advert as the getting active campaign can cater to any style with great
effect and little to no distaste which is the main reason I chose this over the smoking cessation campaign as the styles that tend
to follow a smoking cessation campaign is quite gory and overall I want to make sure that the young adult demographic is
pleased with the product and smoking would fall usually under the older demographics and the higher social grades due to the
price of smoking.