Purposal for a 30 second charity advert.

 The requirement of the brief is to create a 30 second viral advert. Promoting random acts of kindness among the age group of 16-25.

The advert has four key messages to convey: Every individual can bring positive change, kindness breeds kindness, inspire acts of kindness in the ages of 16-25. Finally and most importantly pass it on. Plus this advert has a fifth hidden key message of always try, even if you don't succeed.  

 The deadline is February 26th

Our target audience are young British people around the ages of 16-25, of both genders that would be college or university students that may be living away from home with the demographics of D, E. Also targeting young people with the psychographics of both explores and reformers.

 A synopsis of the advert:

Start- Our advert starts with a young person walking towards college, on his way someone pays for his coffee.

Middle- Inspired by this random act of kindness, he then goes onto helping another person but fails to do so.

End- At first the person he tried to help doesn't appreciate what he's done for them, but then smiles and feels inspired to do better then he could.

 This advert fully meets all the requirements of the brief. It promotes the key messages that we're trying to get across, it would inspire young people to share and preform these random acts of kindness. Lastly it simple and easy for people to understand.

This advert has two persuasive techniques: Altruism by helping other people and Humour by having him fail to help this person.

The intended response that we want to draw form our audience is for them to be inspired by this advert, then go onto preform their own random act of kindness then pass it on to challenge their friends over social media websites.

This advert would go viral for it light-hearted sense of humour and tone. Not only would people share this to show where they got the idea from, but so they could brighten a friend’s day with the nice and light tone.

 We should distribute this advert on all the different social media websites that most people in our target audience use (IE Instagram and Snap Chat). The advert would also be on YouTube, which would make the video much easier to share over these social media websites. Finally the advert will be distributed on different campaign websites to get the message across an even wider scope. We also need to distribute this advert on different college and university websites, while still aiming for small segments on T.V shows that our target audience watch, like Rude Tube and Russell Howard’s Good News.    

Resources and logistics:

The advert won't require much, only needing three actors (the young man, the person he helps and the person that helped him). While the location being a café and a side walk that isn't overcrowded. Costumes will not be required for the advert. Finally the only props needed would be a coffee cup and a large box that the second person is carrying.

Results from different forms of research:

Feedback from the idea was positive, with the audience believing that the advert carried the messages that it needed to. With an extra message of 'Always try' attached along side the other key messages. 

Ethical and legal considerations, does the advert follow the set rules of the ASA?

The ASA (Advertising Standards Authority) has some strongly enforced rules that all adverts must follow before being distributed to the public. Making sure that adverts aren't misleading or distressing the audience in any way, by showing distressing imagery that might offend, upset or distress the audience. Or by displaying false information about a product of individual. However, charity advert can show certain images if it help convey the message further, thankfully this advert meets and follows every set rule that the ASA has set and is therefore able to be shown to the public.

The budget this advert has is only around the 7 pound mark, covering the coffee and the box needed for filming.

The major constraints that hold back the advert are: filming in the right place, away from a large group of people that can disrupt filming the advert, and carrying the large box from different locations that we intend to film at. I also have a few contingency plans in case something goes wrong during filming. For example if the weather was bad I shall film the most important part (the box scene) inside, and if the box was too large we have a smaller box with the word fragile written over it pretending it has expensive glass then dropping it. What the audience doesn't know is that the box is empty and that we just added glass shattering sound effects over it.