2. Presentation
Summary
The topics that will be included are…
1. The Better Health Campaign
2. Target Audience
3. Client Research
4. Theme & Subject Area Research
5. Existing Product Research
6. What two products I am making and
why
7. Ideas for my products and how I know
they will work
3. Better Health
Campaign
For this campaign , I will be working on spreading the awareness
of drinking excessively and the short term and long term
consequences on the body and mind. This campaign will eb
aged towards 16-20 year olds who may drink a lot socially and
think that it wont effect them. For this project, I have been asked
to produce a final outcome which should lead to the audience
thinking more about the potential impact that alcohol has on their
body and for them to learn more. The NHS are currently wanting
to spread the word about ‘Better Health’ to the younger
generation and I chose drinking alcohol.
About the project
4. Target
Audience
As mentioned before, my target audience is
around 16-20 in age as that is what was required
in the brief by the NHS for the campaign and
could be any gender. The social grade for my
target audience could be E-C2. It will be aimed
towards the younger generation that may drink a
lot at social events and think there's not any
consequences and people who may have a bad
relationship with alcohol and have no sense of
control. People who have people in their family
that have a bad relationship with alcohol might be
more prone to gaining the habit and normality of
drinking so it could be aimed towards lower class
families and potential parents that may suffer from
an addiction.
Researc
h
There has been research put into my target
audience, this is evidential as I did a survey on
Google Forms for the purpose of this campaign. By
sending the survey around I got 20 responses by
friends, family etc. My survey was based off my
theme of alcohol and drinking. With these amount of
responses it means that I have accurate results for
my survey and therefore will have more of an
accurate idea on what my target audience is. I also
did a focus group based on my survey results with a
group of about 7/8 people asking more specific
questions.
5. Client Research
For my research on the client I used the official NHS
website, and looked at the past campaigns that the NHS
had, they had the Change4Life one which was mainly
aimed at Better Health for the older generation. The NHS is
a globally well known organisation which is well respected
and offer free healthcare.
6. My theme & Subject Area
Research
For my theme I have decided to do drinking alcohol and I have chosen to do this
theme because I believe that the younger generation are more likely to abuse alcohol
and normalise binge drinking than the older generation. To research this topic I
searched many of the long term and short term consequences of alcohol and then
got some statistics about underage drinking which I used to help with one of my
chosen projects.
7. Existing Product Research
For my research and to get a better idea of adverts in my topic area, I analysed 3 pieces of
existing media on drinking alcohol. This helped me get a better idea on what I could do and
maybe what I might not do to separate my advert to others.
8. Products and ideas
The two products I will be making is one radio advert and multiple posters, I think this is the best as I have a good idea for my
radio and posters catch people attention the most. In my radio advert I would want o show the statistics of underage drinking
and the aggression that alcohol can have on people while in a public setting in the background and make it sound like a
house party with speaking and glasses clinking. I don’t want to do any public settings like a pub because that doesn’t fit a
wide majority of the ages for the target audience so instead I have opted for a house party which everyone despite their age
have been to or has experience with so it is relatable in many ways.
With my posters I would want to make them alike the change4life but more suited towards the younger generation and to
make them more relatable than the usual advert just so it is tailored towards the 16-20 year old age limit.
I know my audience will respond well to my ideas as it is aimed towards that generation and it is more relatable than most
anti drinking posters you may see as they are majority aimed towards the older generation.
I want to make the theme very similar to the past NHS campaign but make it more aimed towards s the younger generation
while keeping it recognisable to the NHS. Might have a young person drinking while showing damaged lungs and liver on
their body.
