P2 - Brief and proposal
What is the brief?
The brief is in place to create my advertising campaign, as well as to inform / educate / entertain, my younger audiences in my case i will be informing my audience about the consequences of using drugs. My series and adverts will be able to be watched on the BBC iPlayer and each episode will be released one week apart. The target audience of the show is 15-21 year olds. The brief mainly states that my series and ads must be overall budget of £15000, each part of the promotion campaign must obey the rules and regulations needed. There needs to be 3 different mediums. To achieve this, I will use copyright free images and sound effects etc so i dont have to pay to use images to fit within the budget. To appeal to my audience i will use social media to promote my trailer and series, this will work well as most of my target audience will use social media daily, meaning they are likley to see the post if i use the right hashtags and comments.
Client breif
Aims & objectives
The aim of my TV series is to disencourage the use of drugs on younger audiences and the way i will show the drugs will be in a negative way, and instead of using drugs speak to people about your problems and hopefully encourages my audience to check on their friends. My main aim is to increase my views on my series and break even. My main objective is to bring more viewers to BBC instead of BBC's competitors and to hopefully help my target audience (15-32 year olds) to have better mental health in the future.
Information about my advert
My TV advert will be around a minute and 15 seconds long and it will be a montage of all the intense clips and will be hint towards the last event but then it cuts to black, each clip roughly 2/3 seconds to keep the audience on edge and entertained. This gives my audience a sense of suspense and build up for the big event which they dont see in the trailer which makes them more likley to watch the series when it comes out
Target audience
My target audience is 16-31 year olds, within this age group the most watched TV drama series watched are "Peaky Blinders" and "Breaking Bad", which are both comedy and action, my series will also be a comedy as it is a hybrid genre between horror and comedy, by using this i can keep my audience entertained whilst building up to the last event, the suspense will build through the film, by using low and quick angle shots in suspenseful scenes.
Demographics
15 - 32 year olds, this age group fits my genre well as they normally enjoy suspense films and thrills, this allowed mid - 30's people to also be able to enjoy the series aswell. I have a balanced gender appeal however horror as a slightly more male audience, however the nun aspect may attract a few more women to the series than normal.
Methods and platforms
I will include TV, social media, and radio adverts to promote my series, most of which will be shown on most BBC channels / platforms. My TV advert will be around 1 minute long and it will have quick, suspensful clips to appeal instantly to my audience and gets them excited from trailer, building the awareness and want of the series which builds hype. My radio trailer will talk about the key aspects of my series, which will be about discourage younger audicnes from using drugs and hopefully better young peoples mental health, it will explain the narrative of the series. My print media will also be converted to digital to be posted on social media, the posts will have different backgrounds but will have the main title / logo of my series on all of them and wil have a link to BBC to watch it and boost their users. I will use instagram, tiktok and X (Twitter)
Call to action - my campaign will have a call to action in some components however not all, for example my actual poster will not have the call to action however it have the bbc3 logo and the release date of the trailer and series. however on my social media posts I have included a call to action and other interactive things for my audience. for example i will ask a rhetorical question in the comment sections for the audience to answer in the comments. Within my radio trailer and tv trailer I will include call to actions at the end of both trailers, this is because they will more likely be more effective than the social media posts and will have a higher chance of the audience enjoying the full trailer instead of just a social media post. The call to action will most likely be "watch now on bbc3" or "comment below what you think". I will include rhetorical question in every advert so that I can gain interactions such as my instagram posting having a "do you think they will escape" will allow the audience to discuss in the comment section.
Pertinent issues/concerns
Some concerns i may need to think about are;
Drug use - the legality of weed varies in different countries, so i must make sure the use of weed aligns with the laws in the countries that i air onto. there is also a age restriction so i will have to comply with BBFC rules of showing weed in a negative way
How i show the nuns - i will need to think about the way i show nuns in my series as i wont be able to show them in a scary or horrofiying way, instead i will show them as a regilous and respectful actors in my crew. I will need to be careful of the symbols and images i show related to nuns because it may be seen as disrespectful if i mispresent them in a bad way.
Trespassing - i will need to ask for permission to film in most locations that i film in and make sure i am allowed to be on thier property, i will do this by emailing or calling the locations im using like the ilkley graveyard.
Ethical - i will need to be respectful of the religions im using and i will not show any negative images of the nuns, i will also include all cultures and races in my series to make it equal and respect all of my audience.
Seasonal - i would like to release my series during the winter near halloween as it will be the best time and fits the genre of my series, as my film will be dark and mysterious and will most like be filmed in winter aswell
Gannt chart
Moodboard
The moodpboard has clear hints towards my series, such as the dark and mysterious pictures of the nuns and church, and haunted buildings, the graveyard hints that there may be a death or something dangerous. There's also a friend group with an image of a joint on the moodpboard which shows that there maybe younger actors in the series. along with the "check up on your friends" shows that the character may have mental issues which may be the disruption of the series. The house style is mainly black grey and dark red colours, which shows that it is a horror film as horror films have dark colour schemes. I have also used low lighting in each photo that I have takem, and also have a photo of a nun which show the cries has an element of supernatural. Overall the moodpboard does link to horror as it follows all the codes and conventions of a horror moodpboard. I may include a slogan or tagline that is short and snappy the tagline may be "check up on your friends.... before it's too late" or the logo being "what hides in the shadows"
Legal and ethical considerations
I will include all representations by avoiding any stereotyping (especially with including nuns in my series i will have to be careful in the way i show the nuns so i dont offend anyone), and i will also be careful on how i show the schizophrenic friend as i may offend people if i show Lucas in a bad way. I plan to use copyright free images and other effects so i can stay within my budget and aviod being copyrighted. I will also create my own logo with my own images in adobe express. I will make sure my series doesnt put any wrong messages out such as offending people or any world issues going on, so i aviod offending people. I will make sure that my actors sign a consent form, so i have permission to film them. Along with permission to film in public locations like the ilkley moors or te graveyard i may film at, which i will do by email or phone. I will also have to make sure my series doesnt include heavy drugs, violence and other offensive / sensitive behaviour, this is so i can stay ithin ASA and OFCOMs ratings so that i can stick to the 15 age rating, which i wont be able to do if i include heavy use of drugs, violence or sex. Since i will be using / showing a smal amount of drugs in my trailer and series, i will have to show the negative effect, which i plan to do with lucas being schizophrenic and dont plan to use many cuss words in my trailer. Since my series will be available to the public i will have to make sure i address drug use and mental health aspects in the right way so i dont violate any rules.
Regulators
ASA - adverts must not be fake, they must be truthful and no false advertisment, or misleading information, i must also show drugs in a negative way to fit within their guidelines. I will have to make sure my trailer and series doesnt promote bad behaviour.
OFCOM - overlook tv and radio content, which i will be using for my radio trailer and tv trailer and also my series when released, they will monitor things such as drug use, amount of violence shown, and the language used throughout my campaign.
BBFC - set age ratings for each series/film and sets guidelines so companys know how to stay within a given age ratings, for example mine being a 15 i am able to include moderate drug use and strong language, espically since its a horror film i will be using a small amount of both however it will be shown in a negative way so i stick within all the guidelines of each regulator.
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