Horizontal and Vertical

Horizontal%20and%20vertical from Richie Merkz

LEGAL AND MORAL

Market communication
(2.3 Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or Profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.)
This applies to our advert, but we are going to overcome this by just showing awareness to the public and were not asking for donations. 
Misleading

(3.1 Marketing communications must not materially mislead or be likely to do so.) We can’t mislead what we are trying to communicate, so we can’t make the bully look good. To do this we will show the bully as a bad and evil character. (3.3 Marketing communications must not mislead the consumer by omitting material Information. They must not mislead by hiding material information or presenting) We can’t say false information. To overcome this we have done research about bullying and professional organizations for bullying such as Child Line  

Harm and offence

(4.1 Marketing communications must not contain anything that is likely to cause Serious or widespread offence. Particular care must be taken to avoid causing Offence on the grounds of race, religion, gender, sexual orientation, disability or Age. Compliance will be judged on the context, medium, audience, product and prevailing standards marketing communications may be distasteful without necessarily breaching this rule. (Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a product is offensive to some people is not grounds for finding a Marketing communication in breach of the Code.) This means we are not allowed to be stereo typical and prejudice or discriminate the character roles. Therefore we can’t have 3 black bullies on one ethnicity it has to be spread out differently.

Children

(5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled.) This means we must keep it for all ages which means no swearing or adult comedy. (5.4 Advertisements must not condone or encourage bullying.) we can’t make bullying look good becuase childern will copy or we can’t make it look cool or childern will copy.

 Privacy

(6.1 Marketers must not unfairly portray or refer to anyone in an adverse or offensive Way unless that person has given the marketer written permission to allow it. Marketers are urged to obtain written permission before: referring to or portraying a member of the public or his or her identifiable Possessions; the use of a crowd scene or a general public location may be acceptable without permission Referring to a person with a public profile; references that accurately Reflect the contents of a book, an article or a film might be acceptable Without permission) this means if there was a person from the public in the background we would have to ask them for permission to use the footage.

Promotion

                8.33.3 Specify exactly what will be gained by the named charity or cause and state the basis on which the contribution will be calculated (see rule 8.34) this means we have to say what the charity will gain by watching the advert, Which is nothing because we are spreading awareness 

Proposal

The target audience is aimed at 12 and over, this is because we feel bullying can happen to anyone any age, however is the audience is too young they wouldn’t understand the campaign advert. The only thing is childline is mainly just for teenagers and young adults but I feel if your older and you see the advert you will understand it and are more eligible to find another similar bullying organisation.  But just in case we are going to add different bullying Charities at the end of the video with a fade transition to end it.

The purpose of the campaign is to spread awareness of bullying and to try and stop it in the UK and also we are trying to give someone who watched the advert if they are being bullied a resolution to their bullying problem, which is ChildLine which we are promoting. 

Summary of the idea – Haseeb is the victim, Richard and Steven are the two bullies. It starts of in a classroom and Haseeb receives hate comments on his Instagram. The camera pans to Richard and Steven (the bullies) one pointing at the phone and both laughing. Next day Haseeb leaving the classroom and Richard barges him next Steven out of the way of the door. Richard throws a rubber at Haseeb and teacher doesn’t see but he/she can see he’s hurt. But the teacher can't do anything because haseeb doesn’t tell him. Later that day he see a child line advertisement and calls them up. They tell him to tell as teacher. He tells a teacher the teacher ts. It will be about 2 mins long. the slogan is there's always someone to talk to this means no matter what situation you're in you can tell someone. our location is LSC in a classroom and hallway, this will relate to other people age 12 and over. 

The platforms will be Youtube, Instagram, snapchat and TV. I have chosen these because all young people use theses platforms. Also everyone watches TV so ads will be seen by all. We are going to do this indirectly like pop up adverts. however for TV it will play when a show's not on and for youtube before.

S.W.O.T analysis

S.W.O.T analysis

Strength

• We now know who are target audience is.
• We know the charity that we are using/promoting.
• We now know the different types of ways for people to get bullied.
• We now know the majority of audience.
• We now know the age group as all of them were 16-19

Weakness

• We do not know what gender most of our audience are because of our late question.
• We did not know how to use surveymonkey.com.
• We did not ask the right question to get the right answer.

Opportunities

• We gave them confidence and a chance to talk to us.
• We gave them the survey.
• We gave then the options to list what’s happening to them.
• We can also do interviews to gather information to the audience.
• We listen to them
• We are helping them
• We spread the word.
• We know the different platform

Threat

• Most of the audience are shy
• They do not want to state personal information
• Make the video different from others/unique.

Primary research analysis/questionnaire

Primary from Richie Merkz

S.W.O.T analysis

Opportunities
My research helped with pre-production because we needed to know where would someone go if they were being bullied to show a solution for people, so I researched about child line. Its a online/phone service that you can use for free if your being bullied. I needed to know this so we can include the victim calling child line for a solution to show people who are actually being bullied. The primary research helped work out how many people have been bullied and how so we can get our advert accurate.
Threats


Strengths
It will spread awareness to the public about bullying, It can also solve bullying if someone's in that situation. Secondary research is quick and easy to find. The research is accurate to help us

Weakness
We only asked a certain amount of people from the same place so the results may not be fair  

Secondary research

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