Proposal: Random Acts of Kindness pay it forward day 2016.

Proposal: Random Acts of Kindness pay it forward day 2016.

Deadline: February 26th 2016.

Point- so people can follow the trend.

Requirement of the brief is to create a 30 second viral advert. We are looking at young people at the ages of 16-25 either male of female, and in college or university. Socio group, we would be looking at D/E maybe C if they are working. Targeted at Explorers and Reformers.

The four key messages are to inspire the young people, bring a positive attitude to the world, anyone can bring positive change and last but not least it has to be passed on. 

A synopsis of my advert:

Beginning: Random guy goes library puts £10 in a book with a note saying pass it on

Middle: Boy/Girl saving up for trainers. goes library and finds a book with money and a note saying pass it on.

End: shows off his trainers but then goes library to put money in a book with a note saying £10

Persuasive Techniques: My advert has a couple persuasive techniques. It's ALTRUISM , helping people and the society. It will also go viral because it's UNUSUAL and CREATIVE as you wouldn't really think of hiding money in a book hoping for someone to find and take it. HUMOUR as the boy shows off his trainers by doing a little dance or so. I want the audience to respond by performing their own random act of kindness. It meets the requirements of the brief as it's suppose to be passed on and my advert does that quite well.

Resources and logistics:

I only need two actors, either boy or girl saving up money for trainers and a random person putting money in a book with a note. Props would be the note saying pass it on. Costumers and people in the background will not be needed unless we want the advert to sell.

Feedback: 

Overall the feedback from my peers was really positive and promising, They said it addresses the key message very well and that the highlighting part was they mentioned how they can relate because most teens spend their money on trainers

Ethical and legal considerations:
The ASA (advertising standards authority) are a regulatory body group who monitor standards within the advert industry and to assure that the adverts comply with the requirements that they be legal, truthful and decent. My advert meets their requirements, it's not offensive.

Platforms, where it will be distributed: My advert will be shown on facebook as this social media platform is well known by everyone. It will also be on youtube, instagram and snapchat. Reason being is because most teens use them social medias and it's aimed at them so it will be a very good way of getting the point across. I want the audience to have a raised eye brow sort of response and think about the campaign and what they could do to help someone.

Advert:
Character Breakdown- Unknown person and a teenage boy
Location will be in the LRC, best facility as it looks like a library and it's less stress in having to go else where to get permission work out times to shoot and so on. Another location would be living room.
Costume: Boy would have to be looking like a uni student so the props he would have on him would be a bag and couple book he'll be holding.

Pitch Presentation

Pitch Presentation

Unit 2: Script

Video:

Audio:

Wide: Young teenage boy looking at trainers that he wants. (Match on Action/Eye line matching of him looking at the trainers.) Establish shot: of the campus, Christ the king. Mid-shot: of a tall looking man walking down a long halfway to the Library (LRC). Wearing a coat. Looking all serious and intimidating. Looks back to see if he’s being  followed. Close-up: of a black wallet, with a £10 note inside along with pen paper all in his hand. To show the audience that this close-up is important. This would be near the study room. Medium shot: of man looking around all suspiciously, makes the audience feel like this person is not a good guy.  Looking for a suitable but also well known book. Close-up: of man putting £10 note inside a book and writing “take this but do the same” In capitals below saying “pass it on”  Wide: young teenage boy standing in the living room looking at the empty jar with a label on it saying “savings”. Medium close-up: of the boy reaching for pocket to put couple coins in the jar. Wide: of boy in the library looking for a spot and a book to read. Medium close-up:  library to find a reading book to revise after a long day. Seeing the money in the book, takes it to a... Close-up: facial expression, showing that he’s overwhelmed to see that. Eye-line matches to show that what he’s reading which is “the pass it on” the note. Medium close-up: buying the shoes in a sports shop where they sell sports things. Long shot: boy on his way to the library again to do the pass it on challenge. Close-up (tracking movement): of the trainer that he wanted to buy. Medium shot: of him with a note and paper going to do the same thing. Fade: Writing showing you pass it on

SFX Uplifting music, busy crowd. Students talking. Birds chirping. Wind blown. SFX Footsteps of people walking and talking. Traffic in the background. Cars beeping horns. SFX Footsteps, bit of wind in the background to show audience why he had an umbrella on him. Eerie music, Leaving audience wondering what he’s going to do. SFX Eerie music, door being closed. SFX Pages fluttering. Some writing something (sound effect) SFX Instrumental music (thinking) SFX Coins being dropped in the jar. Couple one and two pounds. Mum shouting in the background to come help clean up. Radio playing in the background. SFX An uplifting instrumental to make the audience feel happy with him about his surprise. SFX No natural sound should be present as the trainers is about to be shown. When it’s shown that’s when we can chip in “winning lottery” sound or something.

https://www.youtube.com/watch?v=PBzVku4QsLI

Task 5 written summary. Homework:

Campaign: Random Act of Kindness I have been commissioned by the marketing consultant agency 'Don't Panic' to create a proposal for a 30 second YouTube Viral Advert to promote the ‘Random Acts of Kindness’ Pass-It-On 2016 Charity Campaign. The key demographic are urban youth 16-25. The Purpose of this is to make the advert so good that it will persuade people to join in and pass it on. I had to Think of Two suitable and random ideas for my campaign.

Summary of my Ideas:

Idea 1: We will choose random but popular books for us to put like a fiver or so inside at the first page of the book so whoever comes to collect the book will keep the fiver.

Idea 2: If we see a young looking man or female about in their 20s at a gas or petrol station then we’ll stop by and pay for their petrol or gas.

Idea 3: Buy an earphone or two in packet and jump on a bus and distribute them to teenagers.

We held a focus group for my ideas, I asked a few questions about my ideas and the responses came out really well as I thought otherwise. They all mentioned how idea 1 and 3 is appropriate but hardest in terms of location and actually shooting (filming my advert). I asked whether it appeals to the attended audience and they said yes because idea 1 is in a library and you’ll mostly find students there. Idea 2, yes because we will be looking for a driver that looks quite young at a gas or petrol station and Idea 3 because we will be looking specifically for the students on the bus. They also said the message is clear because I’m not trying to scam them, really I’m doing them a favour that’s why most of my peers said they would post and retweet it because they would want it to happen to them.

This also passes the ASA rules and regulation. s the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation.ASA rules and regulation is when for example there are things in adverts that shouldn’t be there like for example the slim phone one it had a woman in just bras and bikinis at the start putting on the clothes and that’s not needed which is why ASA have banned that ad. ASA can be a variety of things from trying to look more superior to another product or company, going against religion, stereotypes etc.

What will work and what wouldn’t:

My Ideas will work because it’s not too expensive so people wouldn’t mind helping out. It’s about a budget of £15 for all of my Ideas. The props would probably cost and extra £15 more which I would use my own money from that.

I will not use idea 2. The reason being is because We would need permission from the gas station people and they’ll probably make us pay but either way to save all the hassle I won’t do shoot it there.

Idea 3 was taken seriously and well thought by coming from my peers but the whole production seems long as it we’ll have to hire a bus etc. The campaign should be really simple.

Lastly my idea 1 is the one to do it is really simple. Set in the library as cost would probably be cheap.

Homework:

Campaign: Random Act of Kindness I have been commissioned by the marketing consultant agency 'Don't Panic' to create a proposal for a 30 second YouTube Viral Advert to promote the ‘Random Acts of Kindness’ Pass-It-On 2016 Charity Campaign. The key demographic are urban youth 16-25. The Purpose of this is to make the advert so good that it will persuade people to join in and pass it on. I had to Think of Two suitable and random ideas for my campaign.

Summary of my Ideas:

Idea 1: We will choose random but popular books for us to put like a fiver or so inside at the first page of the book so whoever comes to collect the book will keep the fiver.

Idea 2: If we see a young looking man or female about in their 20s at a gas or petrol station then we’ll stop by and pay for their petrol or gas.

Idea 3: Buy an earphone or two in packet and jump on a bus and distribute them to teenagers.

We held a focus group for my ideas, I asked a few questions about my ideas and the responses came out really well as I thought otherwise. They all mentioned how idea 1 and 3 is appropriate but hardest in terms of location and actually shooting (filming my advert). I asked whether it appeals to the attended audience and they said yes because idea 1 is in a library and you’ll mostly find students there. Idea 2, yes because we will be looking for a driver that looks quite young at a gas or petrol station and Idea 3 because we will be looking specifically for the students on the bus. They also said the message is clear because i’m not trying to scam them, really I’m doing them a favour that’s why most of my peers said they would post and retweet it because they would want it to happen to them.

This also Passes the ASA rules and regulation.

ASA rules and regulation is when for example there are things in adverts that shouldn’t be there like for example the slim phone one it had a woman in just bras and bikinis at the start putting on the clothes and that’s not needed which is why ASA have banned that ad. ASA can be a variety of things from trying to look more superior than another product or company, going against religion, stereotypes etc.

My Ideas will work because it’s not too expensive so people wouldn’t mind helping out. It’s about a budget of £15 for all of my Ideas. The props would probably cost and extra £15 more which i would use my own money from that.

Unit 2 Task 3: Ideas development Focus Group

Unit 2 Task 3: Ideas development Focus Group

HTTPS://M.YOUTUBE.COM/WATCH?V=0PNFH4KBBQE&CLIENT=MV-VF-UK&SAFESEARCH=ALWAYS 

OBJECTIVE: TO COLLECT FOCUS GROUP FEEDBACK TO DEVELOP AND IMPROVE YOUR IDEAS

P COLLECT AND RECORD FOCUS GROUP FEEDBACK ON YOUR IDEA

M design and ask specific focus group questions to develop your idea

D present results and conclusions to your focus group answers to improve or develop your idea

1. Is the idea appropriate for the campaign?

2. Does it appeal to you as the intended audience

3. Is it clear what the message is? 

4. Is it memorable and interesting?

5. Would it make you like/post/retweet it?

6. Is it effective in making you want to take take part? 

7. Is this advert able to pass ASA rules?

8. Improvements 

Film focus group