The NHS aim to provide

high-quality, effective

health-care for its patients,

and also aims to raise

awareness of issues surrounding general health.

The college nurse and Ian Perrier/the Cash Clinic,aim to raise awareness about the college‟s drop-in sessions and encourage more students to seekhelp with any health-related query they mayhave.

The possible options the client provided us

were:

Sexual Health

Obesity

Smoking

Mental health

Alcohol Awareness

I chose to research alcoholawareness as it‟s somethingthat affects a largepercentage of teenagers andcan have major health

implications that youngpeople don‟t take intoaccount.

The Big College Health Check- these graphs indicate the

frequency of student alcoholconsumption, as well as howreceptive they are to collegesupport services.

The focus group carried out

towards the end of last year –indicated students weren‟taware of the college nurse‟slocation/times of availability.

The campaign is targeted at young people aged

16-19.

Demographics = aimed at young people in the

Darlington area, and is also aimed at all socio-

economic groupings.

It is common for young people to be unreceptive

towards health-related campaigns.

The majority of young people partake in activities that involve drinking excessively,

smoking, and, in some cases, taking drugs.

Secondary audience = older students/parents/younger students.

My Aims

To remove potential AIDA barriers.

To encourage students to seek help

from college nurse/Cash clinic.

To raise awareness of issues

surrounding binge drinking.

Genre Research

viral advertising:

Viral advertising is a

means of communicating

advertising messages via

the internet.

Is viewed as a „word of

mouth‟ tactic – cheaper

because of this.

It encourages people to

spread the message

along voluntarily.

Genre Researchsocial advertising:

Usually consists of adverts that portraynegative and realistic imagery regardinga particular topic.

10 golden rules:

De-saturated colours

Images deploy realism

Comparisons are invited

Audiences empathise

Absence becomes presence

Adverts are instructional

Second person narration is compulsory

Lighting is dramatic/shadows are yourfriend.

Copy can be more extensive

Refer to your audience pictorially

This research has helped me in the waythat it gave me a clearer understandingof what elements are most effective touse in my campaign.

It also indicated to me that evenelements such as lighting and the amountof imagery or text used can make a bigdifference in the campaign‟s delivery.

Genre used in Campaign:

For my campaign, I decided to use social

advertising to convey my message to the

audience.

Which did I choose?

I chose to cultivate de-saturated colours,

realistic imagery, audience empathy,

second person narration,

dramatic/shadowed lighting, and pictorial

tactics into my campaign.

Audience Testing ResultsMy second campaign of the two was put

forward.

Quotes:

“The magazine layout is colourful and

eye-catching, but at the same time it‟s

not too cluttered with images and text,

so it‟s not off-putting”.

“The email is effective because nearly

all young people use the internet, so

everyone will see it”.

“I like true stories, but the story about the

girl killing her boyfriend is a bit extreme

and surreal”.

“The magazine cover might be even

more effective if there‟s an advice

column on there for students to mail

their concerns in”.

Viability Research Total income for campaign =

£10,000.

Whilst carrying out the research, Ifound out my second campaign(and chosen campaign) is moreexpensive to produce than theother initial campaign.

Campaign’s total expenditure =£5,084.

Campaign’s net profit = £4,916.

Although it’s more expensive toproduce, it was the favoured

campaign of the three.

An A4 magazine cover

A magazine single page article

An A4 poster

An email

Minor elements = badges and T-shirts

Magazine research

As media prod

Magazine powerpoint

Analyse a magazine

• Title “Drunk Weekly” – spin on mags such

as “U.S. Weekly”.

• Advertising elements (“Picture of the

Week”, “Magazine Quiz” etc) to lure

audience in.

• Message from the NHS – to let audience

know who’s associated with mag.

• Free “gifts” to attract audience to buying

magazine.

• Dimmed, de-saturated realistic imagery –

to emphasise negative light on binge

drinking/enable audience to relate to

imagery.

• Advice column – to ensure the audience

feel as though the NHS genuinely care.

• Cheap to avoid putting audience off

buying it.

• True stories – shocking and will leave

audience wanting to find out what

happened.

• Imagery – young girl looking depressed

with what she’s done – adds to dark,

negative feel of article.

• Story gives off the message that drinking

too much alcohol can lower your senses –

can result in severe consequences.

• Dead boy lying with cuts and bruises –

shocking and morbid – shows extent of

damage binge drinking can cause.

• Imagery – will make audience look twice

with its shock-factor.

• Boy – labelled with “Still dying for a

drink?” sign – gives off impression he’s

just another labelled “statistic”.

• Lighting over imagery – will be narrow

and de-saturated to emphasise negative

message.

My Campaign:Email

• Boyfriend slumped over grave crying;

evokes sympathetic response from

audience.

• “Fun-loving and always loved a good

party” engraved on gravestone – shows

you don’t have to be a bad person to die of

alcoholism.

• Dates of birth and death on gravestone –

indicates she’s 18; enables audience to

relate to it more.

My Campaign:Minor elements

Minor elements such as

badges and T-shirts –tactic to familiarize

audience with campaign.

Maintains campaign‟s slogan.

Consists of little text andeye-catching colours.

Brand Identity – how do all the ideas link together?

The campaign‟s slogan – “Still dying for a drink?”

Same title font for both the magazine cover andarticle – enables audience to associate ideas witheach other.

Shocking and realistic imagery consistentthroughout campaign – familiarizes audience withcalibre of campaign‟s imagery.

NHS logo is present on all ideas – indicates who‟sassociated with campaign.

A4 magazine pages and posters = 1000.

Badges and T-shirts = 500.

The magazine will be distributed within the

college; the posters will be put up in

corridors and toilets.

Final cost to distribute campaign = £5,071

Recap of Aims:

To remove potential AIDA barriers.

To encourage students to seek help

from college nurse/Cash clinic.

To raise awareness of issues

surrounding binge drinking.