2. Client
Research
Mind is a mental health organisation that funded by the public to
provide advice and support to empower anyone experiencing
mental health problems.
As well as supporting people, mind also campaign and
raise awareness, try to improve services and help people
understand mental health issues more.
Their aim is to help people and to make mental health issues seem
less like a taboo subject so that more people feel confident to
speak out about how they're feeling and how they can get
support.
3. Target
Audience
Research
For this campaign, although my video
and podcast are open to everyone, the
main target audience is people from
my own community who are of a close
age range to me, roughly aged 15-25.
I have researched about my target
audience by creating and sending out a
survey to find out more about their
age, if they're employed, what they
enjoy doing in their spare time, what
causes them to get stressed, and other
questions. The aim of these questions
was to get to know my target audience,
what their mental health is like and
what I can use in my video and podcast
to draw in their attention, so they
relate to it more.
I also researched more into the Mind
organisation, what they do and how
they help people, to get a better
understanding of this campaign.
4. Target
Audience
Research To follow up from my original survey, I added an extra question to find
out more about my target audiences' personal life and interests. I asked
them what they enjoy doing in their spare time, as this could help them
destress and could therefore be something that I include in my TV
Advert.
The top answer for this question was listen to music, and therefore this
could be something I include. The participants could choose more than
one answer with all but one person saying music.
5. Advertisement
Research
I researched several different print adverts, specifically directed at
mental health. From this research I found that they used a mixture
of monochromatic and colourful features within each advertisement
as well as quotes, a logo and contact information.
From the podcasts, I researched on the Mind website it was mainly
people being asked questions about their mental health, their
experiences and how they have coped and developed.
6. Why aTV
Advert and
Podcast?
A tv advert is quite short and therefore would be good to use in our
campaign because it means that our target audience is more likely
to pay attention throughout the whole video. Also, because of my
research using the survey, I know what to include in the video and
what they would enjoy watching.
Unlike a tv advert, podcasts help because they talk more directly
about the subject and are about real opinions and experiences (not
acting out and recreating events like on a tv advert).
7. Campaign
Ideas:
TVAdvert
My idea for the TV advert is to show a person throughout their daily
routine, preferably a teenager, as this is my target audience and
therefore they will be more interested and relate more to the avert,
therefore paying more attention to it. This will show what they face
everyday including their struggles such as difficulty at
school/college, at work and getting stressed over it, missing the bus
or just not feeling at their best.
At the end of the day the person will be cheering themselves up.
From my research it shows that when stressed, my target audience
destress by seeing their friends or spending time alone, therefore
this is what my character will be doing.
They could also reach out to someone when they are struggling, my
research shows that the majority of people would reach out to a
friend or family member when in need.
Also the survey shows that in their spare time my target audience
enjoys watching films or tv shows, reading or any hobbies, or
spending time with pets and therefore this is also what my
character could be doing to destress after a long day.
8. Campaign
Ideas:
Podcast
Following the TV advertisement which shows a teenager
throughout their day-to-day routine and how they destress after a
long day, I plan for my podcast to be a conversation between me
and another person where we talk about our struggles, what makes
us stressed and how we cope with these struggles and calm down.
The purpose of this is to make the listeners feel like they aren’t
alone and show them that everyone struggles from time to time.
Also, to show them that there are many different coping
mechanisms and encourage them to try and find healthy ones.
Also, as a 17-year-old myself I fit the age range for the target
audience and therefore it will attract more of our target audience to
listen and enjoy our podcast as we all will have similar aspects that
cause us to get stressed, which is shown by my survey.
9. Why my
campaign?
To have a successful campaign, our advertisement and podcast
must appeal to our target audience and be enjoyable for them to
watch and listen to. I can do this by appealing to their interests and
coping mechanisms that I learnt from my research using the survey.
USP is defined as “a feature or characteristic of a product or service
that distinguishes it from others of a similar nature and makes it
more appealing”.
An example of a USP is the target audience and what we know
about them as many mental health advertisements are directed to
anyone and mainly show adults and older people in their adverts,
whereas mine is directed towards teenagers and young adults who
get less representation.
This campaign is to encourage other young people to speak about
their problems and if they are too nervous to, we encourage finding
healthy coping mechanisms to cope with stress and mental health
issues in the time being.
