CF

1. PRINT
ADVERTISEMENT
PRE-PRODUCTION
NHS BETTER
HEALTH CAMPAIGN
By Chloe Meadows

2. Drinking
◦ The effect of alcohol for 16 – 24-year olds can have
devastating consequences for example , 21% of deaths in
males and 9% of deaths in females have been attributed to
alcohol consumption. With 4% of 16 – 24-year-old men
drinking more than 50 units a week and 3% of women aged
16 – 24 drinking more than 35 units a week putting
themselves at risk of alcohol dependency, mental and
behavioral problems and long-term health risks such as liver
disease. This can affect them for the rest of their life
therefore reducing alcohol consumption at a younger age can
not only have short term benefits but long-term benefits
lowering the risk of long-term damage to health such as
cancer and liver disease.
◦ Therefore, I have selected this as one of my advertisement
campaigns aimed at 16–24-year old's.

3. ALCOHOL-PRINT ADVERTISEMENT
For my reduce alcohol intake campaign I will be doing a print advertisement campaign that can
also be used on social media to interact with my target audience. The print advertisement will be
loosely based on a previous NHS campaign totally unrelated to better health. This print
advertisement will be in an old 1950s animated collage horror genre style about the dangers of
drinking. The poster will be a contrast to existing products of the campaign showing the contrast
between the very different target audiences this campaign is aiming at and as horror rises in
popularity this will effectively engage the audience whilst also being informative.
Inspiration board

4. Reduce alcohol
I decided to also take inspiration from the pre-existing
campaign materials even though they are raising awareness to
another issue as part of the better health campaign I could use
this inspiration along with the old Hollywood horror genre to
effectively convey the message through print. This approach
would also allow me to include some of the bright colours this
campaign uses in every method of its advertising linking my
product to the rest of the campaign making it easier for the
audience to identify the product.

5. Existing NHS alcohol
print advertisements
• All these advertisements showcase the
dangers of alcohol and the affects it can have
on your body as well as the consequences it
can have therefore, I will utilize these in
my product. Most of these however target an
older audience demographic of adults 25-45
and people with kids therefore I need to make
sure that my campaign clearly targets those of
my target age demographic by including
something they can relate to.

6. Print advertisement plan

7. Slogan options for poster
◦ Don’t drown out the possibilities
◦ Give yourself a fighting chance
◦ Kick it before it kicks you.
◦ Drinking is not a solution, it’s escape
◦ Drunkenness is nothing but voluntary madness.
◦ First you take a drink, then the drink takes a drink, then the drink
takes you.
◦ Under the influence, under arrest

8. Slogan options for poster analysis
The first option would target my audience demographic as they are young therefore there will be many possibilities in the future
with the drown relating to the how alcohol can consume the body therefore it may be a possible option for my poster.
Give yourself a fighting chance links both of my products together as it is relevant to drinking as in not poisoning your organs
to improve your health but links to my other product using boxing as its advertisement.
The third option may relate more to football or to an audience demographic of older men rather than both male and female
16–24-year-olds so this may not be the best option for my product.
The next two relate more to mental health and as this campaign is aimed at better physical health it may not be the best option
for this specific advertising campaign.
The 6th option for the slogan for my target audience may be two long and wordy to be eye catching and memorable for my
audience so may not be the best option for the campaign.
The final option again may not be relevant to the target audience as the slogan relates to drink driving and as my target audience
are 16-20 fewer will be drivers than an older age demographic and therefore this may not get the message across as effectively.

9. Don’t drown out the
possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Don’t drown out the possibilities
Give yourself a
fighting chance
Give yourself a fighting chance
Give yourself a fighting chance
Give yourself a fighting chance
Give yourself a fighting chance
Give yourself a fighting chance
Give yourself a fighting chance
Don’t drown out the possibilities

10. Don’t drown out the possibilities
Give yourself
a fighting chance

11. Poster plan

12. Developed
poster plan
based on
self
reflection
Don’t drown
out the
possibilities