rationale edited

1. Smile campaign
Jasmine McNeil

2. About Mind
At Mind, they are all about to help people who have and struggle with
mental health problems, but while doing this Mind can help the community as
they help create a connection between each other.
They achieve this by doing support groups to help people with mental
health problems be rehabilitated back into society.
We all rely on the connection we have together in order to help our
mental health but also so that we are not alone. That what Mind want, for all of
us to support each other and connect with each other.
Mind’s Mission is to:
• To provide advice
• To support people
• To empower people
• Spread awareness of mental health
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3. Target Audience
Age: 15 to 20 years old Gender, Religion & Race : None
In the brief Mind sent, I know that their target
audience is 15 to 18 years old and by some of
my own research I found that "Half of the
mental ill health starts by the age 15
and 75% develops by the age 18" This age
group are more likely to be stressed as they
are in some form of education.
Gender , Religion and Race will not be a
main part of the target audience profile as
this in a non bias campaign which is trying
to get the target audience smile. I wish to
be inclusive to the target audience and help
the community.
Education: Secondary , College,
University
Social Grade
From the age of the target audience, I know
that they are most likely in some form of
education which will cause them many
reasons to be stressed. Stress is found quite
often in this age range as they are put under a
lot of pressure socially and academically.
The social grade for the target audience will
be D as they are mostly likely in a form of
full-time education so they won't have any
time for employment.
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Smile Campaign 3

4. Why a Print and Video?
Print
• It's permanent, it will mostly likely be up in
classrooms.
• Color themes can easily attract target
audience eyes.
• Reading on paper is slower and deeper,
meaning the reader remembers after.
• Better focus , less distraction
Video
• It is accessible on social media, can't be taken
down.
• Easily seen on YouTube
• People can easily Share the video
• Videos advertisements will do better for mobile
users.
• Can engage the target audience as they are
mostly on social media
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5. Market Research
I decided to conduct market research , in order to understand
the style my client , Mind , uses in order to advertise their
charity.
Many of their videos are very educational and emotional in
order to inform and connect to their target audience, but
many of these video are people sitting down and talking
about their personal experience with mental health.
In their video , Mental health : in our own words , they have
many different types of people speaking about their own
mental health problems.
I believe that this type of video will not engage the target
audience as it can easily lose their interest as it does not
show a story.
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https://www.youtube.com/watch?v=_y97VF5UJcc

6. First Video Idea
Why would it be suitable for the Target
Audience?
This would be a suitable video idea for the target
audience as it should show someone who lost their
way and don’t know what to do in life which many of
the audience members could be facing and
understand what the character is going through. The
character would be able to show them that they found
their passion again and could this could inspire them
to get their passion back or find a new Hobbie that
they have always wanted to do.
The first Idea video I have is to show peoples hobbies
and interest , from the survey I conducted.
I would show this by showing multiple people's days and
each are very dull at the beginning but then an object
which holds their passion or interest, such as music ,
writing or reading , will be a brighter color than the rest of
the objects and when they touch it the screen turns
lighter, and they begin to smile.
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7. Second Video Idea
Why it would be suitable for the Target
audience?
This video idea would be suitable for the target
audience as it shows the audience how something
unexpected or simple can change their view or make
them a happier person. As many of the audience
maybe lost on what to do or how to feel and a simple
thing, they are interested in could change that for
them and inspire them to change into a better person
like the character.
The second video idea I have is show a person's day
to day routine , these moments would be in a very dark
tone to show the emotion of the person, then it would
show their normal routine again but this time something
will catch their eye and be a brighter color than
everything around it. They would inspect it and the
screen would slowly turn brighter will they inspect it ;
this shows that they are slowly getting happier. At the
end of the video, it would show them smiling and being
in brighter setting.
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8. Final Video Idea
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For Mind campaign , Smile , I have decided to do an emotional
short video advertisement , I believe this is best option for the
target audience as it will be able to connect with them and engage
with them , then a full educational and informational video.
I will create this video by showing a journey of a person's day.
At the beginning they are getting out of bed and going through the
day in the same position , this would include sitting on the
bus, sitting in lesson , sitting at lunch , sitting in another lesson,
then at dinner and then finally back on the same bed. The colours
would be very muted to show the lack of emotion.
Then on the second its different, where they are waiting for the bus,
they see a little girl on the other side of the road smiling and
waving. Through out they change and talk to people and raise their
hand in lesson. Their attitude change and so does their body
language.
On the last day, it would show them sitting on the bed holding a
picture frame and they look up and see the little girl smiling, and
then it shows the little girl in the picture frame.
The colours will begin as very neutral and dark colours and
throughout the video they will slowly progress to lighter colours and
show how the mood of the person is changing to a happier light.

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Mood
Board

10. Color Theory
Color theory is a where colors are associated with
different feelings or meanings, in order to connect
and engage my target audience I will use color theory
to my advantage to convey certain feelings.
Designers and artistic rely on color theory to make
the correct colors for their projects as colors can
represent a lot in a project but also colors can
stimulate different parts of the brain.
Colors complement each other so choosing the right
color palette is key in order to engage the target
audience but also the colors I chose will
represent and symbolize many things about the
planet and humanity.
As I am creating a print and a video advertisement, I
need to keep a similar color Platte as they are based
on the subject , but also for the target audience as
they can recognize both the video and print from one
color.
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11. Color Themes
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Main Colors of the Video
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Main Colors of the Video
Main Colors of the Video
Main Colors of the Video