the proposal

Dear client:
This is my proposal for the random act of kindness advert you have asked me to make.

the brief you gave me was,to create a 30 second viral advert to promote the random acts of kindness. and to also get the message to 16/25 years who are in collage and university.

·  the key message was to get the pass it on message across the to allocated audience which are 16/25 year olds. 

the Target audiences, Demographic and Psycho graphic are:

Age – 16-25 who are in collage.

Gender- Male and female

ABC1C2DE- social class

Psycho graphic- reformers, explores, main streamers, struggles.

here is my idea :

Beginning

A cross-dissolve showing a group of (black) teenagers walking together and making a lot of noise. they see the bus driving towards the bus stop so they start running to catch it. as they run they pay no attention to the old woman struggling to cross the road.

Middle

 one of the teens accidentally nudges the old lady. the whole congregation think the black teen will react negatively, their thoughts are based on stereotypes they see on TV. however the teens miss their bus and actually help the old lady cross the road safely and they help her carry her bags across the road as well. the passing on message comes in when  the old woman is walking to her house and shes sees a university student crying she hesitates to help but then she remembers the collage students that helped her so she sits and talks to the university student.

End

 the passing on message comes in when  the old woman is walking to her house and shes sees a university student crying she hesitates to help but then she remembers the collage students that helped her so she sits and talks to the university student. a message will now appear at the end saying

 '' RANDOM ACT OF KINDNESS WILL YOU PASS IT ON?

6 Rationale how this will meet the requirements of the brief?

The requirement was to make a random act of kindness viral avert and to the main message was passing it on.
i mentioned this in my idea which you can see below.

so i have already met the requirements of the brief/client. 

the persuasive techniques I am going to use are remarkable and unusual and humor. this is because we are trying to target 16-24 year old in collage and university and they are interested in things they have never seen before, by using remarkable and unusual and humor i will be able to engage them in the advert and this way it will go viral. this was in the requirement for the brief i have already met this.  

 the response i intend in seeing form the audience are 

·       Surprise - unexpected result also i would like to see them share the video on various platforms. i want to this response

·    when the congregation see them help the old lady its not what they all expected to even the viewers will be shocked at the twist. this is the this video will go viral it has something people don't expect to see.

the platforms the advert will be distributed on are:

YouTube-because you-tube has a huge audience and is a good place to adverts things as the ASA don't have  power on YouTube so any-thing can be advertised.

Facebook- Facebook has more the one billion people active on its social network meaning its a really good place to distribute our advert it will be seen and sheared by billions of people. 

Instagram- As more than 100 million people using it. the advert will be distributed on here as well to ensure more publicity and to get the massage around.
College and university websites- these are our target audience ( 16-24 year old) who go to uni and collage and to distribute there means that we can get the message straight to them and also when they see it on the uni/collage websites and then see it on the other platforms they will be able to see the importance of the advert and they will 'pass it on'.

the resource and logistics that i will require are 

the advert will not require quite a-lot it will need more than 5 actors approximately 6 actors.
 ( four group of boys , old woman, boy in the gym) while the location being:

·       Location- the location of the shoot will be  outside during school ours  - easy to shoot-street and pavements are clear. And also a gym. the props that will be required are a wig a cane and a shopping bag. the gym equipment will be provide for us we have permission form the gym manager.

·   Time frame- during school 1 hour to shoot

·   The ASA ( advertising standards authority) has some strict rules that all adverts must follow before distributed to the public. making sure that adverts are not misleading or distressing in any way. or showing disturbing content that might offend the audience, however charity advert can show certain contents if it helps convey the message further. thankfully this advert meets the ASA requirements and can be shown to the public.

the feed back that was given to me by my group was very good. I generated 2 ideas for my advert and i presented to my focus group. after the presentation   We agreed on my first idea because and (i quote) 'was much  better and was more likely to go viral.

·   They thought it would attract a larger audience and would get a lot of people to get involved. 

a lot of money will be gone into the props for the advert. the money will be spent on: 

walking stick: £ 10.74

shopping bag : 50p

wig:  £ 3:38

total: £ 14.62

Task 5

Task 5

 random act of kindness

i  generated 2  ideas my first idea was A cross-dissolve showing a group of (black) teenagers walking together and making a lot of noise. they see the bus driving towards the bus stop so they start running to catch it. as they run they pay no attention to the old woman struggling to cross the road. one of the teens accidentally nudges the old lady. the whole congregation think the black teen will react negatively, their thoughts are based on stereotypes they see on TV. however the teens miss their bus and actually help the old lady cross the road safely and they help her carry her bags across the road as well.  

the reason why I prefer using my first idea was  because it's more appealing to the key demographic group and it could go viral. due to its elements of which are remarkable and unusual.

i am  not going to use the Gregg's idea even though it will appeal well to the audience very and people will get the message more, when it comes to the filming it will be a hassle in the sense that we would have to ask for permission to film in the shop, we would need to make sure that we aren't filming while they are busy and have a lot of customers. it would just be very messy. 

the advert will been seen on YouTube, social media sites e.g Facebook and Instagram, college and university websites

The target audience is for urban  16-25 year old youths  college and university students. 

1. Is the idea appropriate for the campaign?

both my ideas are suitable its just that my first idea to me seemed like it would coast.

2. Does it appeal to you as the intended audience
the first idea would be to extreme for the audience because it might have some swearing in it 

3. Is it clear what the message is? 

on my first idea i think people might get the message a bit mixed up however the second idea they would get the message straight away.

4. Is it memorable and interesting?
yes both my ideas are memorable and interesting. they will both attract a large amount of viewers.

5. Would it make you like/post/re tweet it?
yes i would post it on Instagram,Facebook or YouTube    

6. Is it effective in making you want to take take part?
It is very effective because not only me (but my peers as you can she in the ideas video above) also said they wouldn't mind taking part in it.    

7. Is this advert able to pass ASA rules?
yes it is. it covers the rules well of not showing disturbing content and not lying about the content in the advert. 

8. Improvements

my frist ideas might need a bit of twicking due to the fact that i want to meet the requirements of the client and also i want to send out the right message which is to do 1 act of radome kindness. to meet this am going to think about change of characters. 

unit 2 task 1

ASA HOME MEDIA

The ASA (Advertising Standards Authority) is one of the major media regulators. It regulates adverts across UK . it mainly receives and deals with the complaints from the audience/ viewers about a T.V advert that seem unsuitable, harmful or offensive for example if there is too much swearing in a TV advert or rascal insults .

although the ASA gets these complaints, it can’t really punish those who created the advert. All it can do is post on their official website about the advert then take it to Of-com (Office of communications). all in all ASA doesn't really have much power  in what it can do.

All adverts aired on T.V must follow the set of rules that the ASA has placed on them.  And require them to not be misleading, harmful or offensive. However charity advert have more reason to use powerful or upsetting images in order to get a certain message across, however they are limited on what they can broadcast.The ASA expects advertisers to follow these set of principles:
.Marketing communications must not contain anything that would cause serious or widespread offence.
. Adverts directly aimed at children (or featuring) must not contain anything that would result in their physical, mental or moral distress.
. Marketing communications must not cause distress or fear among the public without a solid reason. If it can be justified, if it was to broadcast fear or distress it can not be too much. Plus marketers should not use a shocking claim or image for the sake of attention.

Overall the ASA is rather restricted in what in can do online, that it can’t punish advertisers directly and can only deal with complaints. However, they have a strong set of rules that can allow charity advert get their message across without causing distress to the public

audience porfolio

https://www.thinglink.com/scene/741038907893743617

Viral video advert production (don’t panic campaign)

1 who are the audience
The audience is a youth audience  age 16-25 year olds     

2. What will the product be and where will it be seen?the product will be seen on you-tube and will be streamed on  TV and tablets also the product will be accessible on i -phones       

3. Did it go viral or not viral? In my opinion it didn’t go viral at all because they didn’t really use any viral buzz techniques. it was just of her walking and talking to strange people and some times we couldn't hear what the other people where saying.    

4. How many views did this advert have compared to the other adverts?The Random act of kindness advert has only 52, 327 views in two and a half year.  This is not as popular because the other adverts like the kitty advert which had  6,489,973 views in 2 and an half years. some of the dislike comments were

•  CHARACTER IS HOW YOU ACT WHEN NO ONE IS LOOKING. YOU ARE A SELF PROMOTING ASS
• I can't help but feel that the Mexican folk music didn't add much to the video
• This is so stupid. It's not "random"

I

     5. How the audience consume digital Viral ads and on which platforms and where would you find them?

      The audience consumes digital viral adverts on television channels. You would find them on I Phones, tablets and computers.

   6 Investigate the use of Viral Buzz and mode of address to target the specific audience of 16-25 College & university students.

  on the pew die pie channel he uses swearing  to get the audience’s attention. A lot of teenage videos have swearing,  sex or violence to get their attention. which isn't really good for small under aged viewers who might get attracted due to the fact that he swears. 

 7. A critique of examples of random acts of kindness that would appeal or be suitable to this audience that have been posted on YouTube 

Random Acts of Kindness | #Share Goodness- this probably appeals to some teenagers because it has pretty 16-17 year olds 

: slap her children reaction Random Acts of Kindness- this probably appeals to the audience because it uses a bit of sweetness and innocence ( asking them what they what to become, what they like about the girl) and then finally dropping a bomb shell of a question asking them to slap her.  the viral buzz is watching the kids reactions to such a command and  it appeals to the audience because at the age 16-25 people start getting in relationships which can end up with some domestic violence  but watching the kids say no will  warm  the hearts of many 16-25 year old.  

   17 Random Acts of Kindness- this probably appeals to the audience because it has young people’s music and the actors are in the same age demographic group.

Task 4: Generate 2 ideas

What will happen in your advert? (Collect 5 images using Shutterstock to show the narrative or story sequence) 

a young teenage girl walks into Greggs and see a man struggling to pay for his meal. she stands there for a while and watches the man go back and forth in his pockets suddenly   she thinks what she should do and finally decides to pay the rest of the amount needed for the man to get he's meal. 

    

A cross-dissolve showing a group of (black) teenagers walking together and making a lot of noise. they see the bus driving towards the bus stop so they start running to catch it. as they run they pay no attention to the old woman struggling to cross the road. one of the teens accidentally nudges the old lady. the whole congregation think the black teen will react negatively, their thoughts are based on stereotypes they see on TV. however the teens miss their bus and actually help the old lady cross the road safely and they help her carry her bags across the road as well. the passing on message comes in when  the old woman is walking to her house and shes sees a university student crying she hesitates to help but then she remembers the collage students that helped her so she sits and talks to the university stundet.

u    A new college student has finally packed for university. when he arrives hes nerves start to kick in and he starts seeing things weirdly however another student see him and goes to him and starts helping him out so he can settle in.

1.  how will it make the audience react  as required  by the client?
   seeing the twist from the urban youths and how they actually help the women.

1. how will the idea promote  and persuade ?
   it will persuade the audience emotions to do something kind after they see it. because everyone loves and elderly person and they will think of their own relative. 

1. How can you make it go Viral (6 types of Buzz)?
   
   
2. remarkable seeing the kindness of some peoples hearts
3. outrageous watching watching the young boys help the old lady