FHDFH

1. INTERPRETATING THE
BRIEF

2. INTRODUCTION
TO PROJECT
The client, NHS, wants me to create a creative
project and product for their Better Health
Campaign. They want us to promote a theme
in their campaign and to target towards the
younger generation (16-20 year olds) which is
their new audience compared to in their past
when they targeted towards the older
generation.

3. WHO IS THE
CLIENT?
The client is the NHS, NHS provides high quality treatment foe everyone
in England. NHS stands for National Health Service and that name refers
to the Government funded health care people get in the United Kingdom
without having to pay for a full cost of the service that is given. The NHS
often does many campaigns about peoples health etc to promote good
health and a better lifestyle and promoting the idea of making an
appointment, along with raising awareness of certain illnesses and
symptoms. A previous campaign that the NHS has done is the Better
Health Campaign that was launched in 2009 to promote better health for
the older generation. Their typical audience is usually people in need of
medical help, mostly older people but can include anyone in the UK.

4. WHAT DOES THE
CLIENT WANT?
The client wants a promotional product based of
their Better Health campaign based off one of
their themes within that. Their themes in this
campaign are; Losing weight, getting active,
quitting smoking and drinking less. They want us
to target towards the younger generation unlike
before (with the Change4Life) they were the
campaign was mainly targeted towards the older
generation. They would want us to either create a
radio advert, posters or a video advertisement

5. BETTER HEALTH CAMPAPIGN
Change4Life,was firstly launched in 2009 to promote a better lifestyle but
was then it was relaunched on 27th July 2020 by the Government under the
Better Health brand. This campaign encouraged people to achieve a
healthier lifestyle by quitting smoking, drinking and to start exercising etc.
The campaign help prevented people gaining serious illnesses form things
like being overweight etc and offered free support, it also prevented people
being hospitalised because of COVID-19.

6. POSSIBLE CONSTRAINTS
The possible constraints of this project is the timescale and the level of
expertise. As I am a beginner in media my level of expertise may be lower
therefore I will take longer to complete the project than someone who is
experienced. To overcome that I will begin my project earlier and prioritise
my time more on this project top reach the ideal results for my client.

7. WHO IS THE
TARGET
AUDIENCE?
The target audience for this campaign is for people aged 16-20 year old. This is to
raise awareness of the Better Health campaign and top get more younger people
involved and to get them thinking about their lifestyle and what they can do to
improve it, along with telling them to possible consequences of their bad lifestyle if
they continue. Statistics show that covid and the lockdown had an affect on the
mental and physical health on teens and young adults, ‘Before the pandemic we had
about 10-20% of children suffering from mental illness problems, not all of whom
progressed to an impairment,’ said Dr Nina Heinrichs, professor at the Department
of Psychology at the University of Bremen. ‘Now, from the last 2 years, it looks like
it’ll go up to 20-25%.’ The client wants to aim at teens who have a bad mental health
and physical health, it is shown that the health of teens has decreased significantly
over covid in result of isolation and relying on electronics for entertainment instead of
going out with friends etc.

8. Topic : Drinking Alcohol
The short term effects of alcohol is a decrease in anxiety and lack of motor skills, along
with euphoria at low doses of alcohol. Then at higher doses there is unconsciousness,
slurred speech and impulsive behaviour. The long term effects of alcohol is depression,
memory loss and potential dementia, it also increases the chance of having heart
problems and having strokes. Drinking alcohol excessively can make you have constant
memory problems and will increase the chances of getting dementia, and because of the
constant changes in mood and high aggression it could cause long term tension within
families and relationships with other people. Drinking alcohol can increase the chances
of getting many serious health conditions like (heart disease, stroke, liver disease, liver
cancer, bowel cancer, mouth cancer, breast cancer and pancreatitis.) Liver disease can
damage the brain which could be the reason for the mood changes, memory, personality
changes etc. Too much alcohol may impact negatively on the brain cell growth. Drinking
too much can lower your immune system which could out you at risk for many illnesses.

9. Poster Analysis
The target audience for this poster is towards young adults and adults
(18-26 year olds) that may drinking a lot, I know this a lot because in
the poster is an adult looking like an zombie, which is what the effects
of alcohol can do to people if they excessively drink alcohol. The key
message is to not over drink and to not underestimate the effect of
alcohol and to show that drunk people act about like zombies, also
highlights the aggression drunk people may have, I know this because
it’s a drunk person that is made out to look like a zombie with the title
as the ‘Invasion of the mindless drunk’ which is imitating titles of
zombie films. The colour is quite dark and grungy and has a green tint
to it, the text is in a light tea/border with the smaller text being all white.
It highlights that drunk people are more likely to injure themselves and
others.

10. Poster Analysis
The target audience for this poster is parents who drink a lot and who may have drinking
problems, I know this because it shows a little kid drinking alcohol and on the title it says ‘Like
father…like son’ and ‘Is your drinking having an impact on your child?’. The overall key message
for this poster is to motivate people with drinking problems to find help for their child, or parents
that may think that their problems with alcohol is already effecting their child's behaviour, I know
this because the poster is in black and white and the text is being bold in red so its what your
eyes are drawn too, in the photo of the child only the bottle is in red and it is in the centre of the
poster being what the viewers see first. The red can be shown as urgency and importance to the
viewer as they would want to fix their unhealthy relationship with alcohol as soon as possible for
their child. The photo of the child holding a bottle looks a lot like a regular day for a older male
parent who drinks a lot, lying down watching something with alcohol in your hand ,usually a
bottle. This may be a wake up call for the parent to see their child in the same position they're in
and for them to see more clear the habits they may pick up from their addiction and liking to
alcohol.

11. Poster Analysis
The target audience for this poster could be someone who has a close
family or someone who has a family and is alcoholic or even someone
who isn’t, I know this because in this Russian poster it shows a family
photo with scissors in the shape of a vodka bottle cut out a family
member who has the physical causes of being an alcoholic. The
overall key message of this poster is that alcohol and excessively
drinking can ruin someone's life and make it lonely, drinking can make
someone lose their job, turn aggressive and have severe personality
changes, I know this because alcohol can cause severe tension
between families and relationships with other people.

12. These result show me that it is more likely for someone
to have been drunk than for them to never have been
drunk. This shows that alcohol is very common and it
tells me that my target audience is going to be people
who drink excessively or social drink regularly.
These results show me that people have drank but they
haven’t drank to the point of being drunk and mostly
everyone has once drank with supervision. This shows
me that my target audience is mostly everyone who has
drank but mainly people who are young and drink
regularly being of social activities etc.
These results show me that people have also drank
without supervision along with drinking with supervision.
This tells me that my target audience are open to drink
anytime with or without supervision.
These results show me that nearly half of the people that have done
this test have drank more than once a week, this tells me that my
target audience is people that always drink at certain social events
or people that drink multiple times a week because they want the
effect of alcohol and they might have problems with excessive use

13. These results show me that the people who did this poll are young
and started drinking at a young age. This tells me that my target
audience is young teenagers who drink regularly because they
don’t think anything bad will happen to their body
These results show me that many people who did this poll have
family members have family that drink. This tells me that my target
audience are people will mostly be people who have excessive
drinking in their family or casual social drinking as they might take
that on and think its normal to drink that much and no
consequences on their body will happen
This shows me that this poll is mainly based on the male gender,
statistically males are 58% more likely to casually excessively
drink than females. This tells me that my target audience could be
a little more focused on male drinking than women etc.
These results show me that nearly half of the people that have
done this test have drank more than once a week, this tells me
that my target audience is people that always drink at certain
social events or people that drink multiple times a week because
they want the effect of alcohol and they might have problems with
excessive use

14. Focus Group
Questions
Going in clockwise, what is your name, age and gender?
Have you ever drunk?
If not, what is your opinion on drinking alcohol, specifically
people your age drinking alcohol excessively?
Do you have people in your family who casually drinks?
Have you ever binge/excessively drank at a social event?
Do you drink a lot outside of social events (while watching tv,
with just one friend etc and in your own company)?
Do you sometimes drink at social events or in general because
you think it helps with things like awkwardness or social anxiety?

15. Focus Group Answers
Based on the answers on this focus group, I would change my questions
next time and the format I did the questions in, I would change the
questions to be more specific so I would get more detailed answers to the
person and get more of an idea of my target audience. This would help me
with the process after with the audience profile since it would be more
specific to a certain audience, and I would know what type of style I want
for my advertisement. (Click on the black box and select play.)

16. Audience Profiling Gender
The gender which is more likely to
excessively drink at social events and to
drink more is males, 59% have reported of
drinking within the last 30 days while47%
of women have reported to drinking within
the last 30 days. Men are 2% more likely to
become addicted to alcohol than women.
Family
My target audience will be people who may
have people in their family who casually drink
and have a bad relationship with drinking as
they may gain a habit for that and be more
likely to gain an addiction and too much of a
normality of drinking loads of alcohol in their
family. Also families who are lower class might
increase the chance of someone having
problems with drinking.
Most young people get drunk because of social
events so my target audience would be
someone who was social and goes to a lot of
parties, and may even drink more than once a
week, like shown on my survey
People with bad mental health
might drink more for social events
than the average person and might
drink because they think that
alcohol may help them to become
less awkward and feel better in
social situations if they have
anxiety about anything

17. Cowboy
Shootout
Video

18. BTS
While doing this video I learnt how to work with
the cameras more and how to edit on software's
more. This helped me get an idea on what the
environment would be like while making a video
in a group of people, everybody had ideas and
were involved in the process. Next time I would
get more involved with the recording process as
I feel more comfortable doing that and since I
am also more comfortable with the Adobe
software's I could try to edit the videos without
any help and in my own style on how I view a
theme (for example this one was a cowboy
shoot out.) In my next project I will have more
opinion and get more involved in the making
and editing process of it, and I will opt for more
videos and adverts than my comfort zone which
is posters etc to widen my portfolio and to gain
more experience in multiple type of media.

19. RESOURCES
• https://www.england.nhs.uk/about/
• https://www.nhs.uk/better-health/
• https://ec.europa.eu/research-and-innovation/en/horizon-magazine/covid-generation-effects-pandemic-youth-mental-health