LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the clients brief

Evaluation 

My brief given by Cancer Alliance SYBND was to create a campaign for young carers who's family members are diagnosed with cancer the Cancer Alliance would like to hear feedback from people who have seen cancer care first hand and hear they're constructive criticism for the future.

I decided to look at what media platforms I wanted to create contents for, I decided that because my target audience was 12-18 that I wanted to try and include technology as much as possible due to them being digital natives and responding positively to online resources.
I decided that I wanted to create a social media, web and print based document as I thought that this would target my audience in the best possible way, the print based documents can be placed at bus stations and in toilets and changing rooms at schools. The social media campaign can be an advert placed on platforms such as Instagram, Facebook and snapchat and I can link the web advert to the social media campaign with hyperlinks.

I began to create my print campaign, this I wanted to create with technology being very present, I decided that I liked the idea of a list of jobs and responsibilities young carers have to manage on a daily basis.
 I looked at experimenting by creating different versions showing varying levels of technology included, in certain versions there was a phone present along with many links and social media plugs and on others there was just a website link, I understood that I needed to find a balance to target the audience without making it seem overly targeted at their age group.

I ended up creating a text message poster which showed the struggles of a young carer, the text messages in the poster are about the young carer and their mum discussing the jobs that need to be done.
This demonstrates how young carers have to be so mature and responsible this allowed the target audience of young carers to see the poster and relate on the level of having another person to care for.
The text messages in the poster are about the young carer and their mum discussing the jobs that need to be done, this I felt like would be a common conversation that the young carers could also relate to.
I really like this poster due to the minimalistic nature of the layout, I think the message is clear and the text on the poster has been given to me form the client so I have ensured its fulfilled the brief.

For my second campaign I created an audio visual campaign, in this campaign I have looked at creating a similar themed advert where technology is very involved, the video involves someone writing a checklist where they are listing all the jobs that need to be done, I have carefully done very similar campaigns across the different medias to create a continuous message and demonstrate the synergy of the message.
I have created the video as if the audience is writing it and the perspective is as if the audience is the young carer, I've done this because I wanted to give the audience a snippet of how a young carer would feel, this allowing the campaign to also have the purple of spreading awareness about the huge sector of young carers in the UK.

For my last campaign I have created a social media campaign, in this campaign I have created 6 separate tiles because they are specifically designed to be uploaded to Instagram's layout, 5 of the squares demonstrate a young carer asking for help and advice of peers and friends about how to do tasks such as file council tax and ask for lifts for his mum to the hospital, however his voice is being unheard and no one is replying.
The sixth square in the campaign shows the print poster layout to demonstrate that he was asking for the help and advice so he could offer help to his mum whilst looking very calm and collected however he is secretly very unsure on what to do.
This campaign was created to demonstrate a lonelier side to a young carer and this is very important to demonstrates as I think that this will make the target audience more interested in giving their say to help the process of being a young carer due to this poster demonstrating the more testing times.

Overall I really like the campaigns created I think they are effective and fit the brief, I have received client feedback and my client really likes the design and they are suitable of use. I think the strengths is the use of mobile phones which allows to resonate with the target audience due to their age and the rise of social media.
The improvements is the audio visual advert as I think this could be linked into the narrative more and could've been created more effectively. 

LO3: Explain the created adverts and how they meet the codes and conventions put in place by ASA and OFCOM

ASA

The advertising standards association regulates advertisement, this regulator determines content in all adverts and has the power to pull adverts if they contain anything illegal or morally wrong.
I have made sure to keep ASA in mind when in production for my advert e.g

DATA PROTECTION

This is very important especially if I look at featuring a young carer and featuring any personal data that they haven't agreed to be shared in the campaign.

This  is a legal issue especially if the featured actor is under 18 as this would make me have to gain parental consent for the images to be used in public, due to my target audience being 12-18 I will have to keep this legal constraint in mind as any actors used will need to sign legal documents to allow the advert to be used.

HARMFUL PRODUCTS 

Alongside promoting a range of actors in the campaign we also need to make sure that we aren't promoting any harmful products in the campaigns, due to the campaign promoting young carers speaking up this won't affect the planning much or at all however we still need to be diligent to not have any harmful products in the background of the adverts such as alcohol, drugs or smoking this would be very negatively impacting as this could be perceived as young carers being reckless or purposely portraying the young carers in a negative light.

OFCOM

Ofcom is very similar to ASA and is known to regulate TV, this meant that I had to look at making sure I kept to the rules that they regulate for example I had to make sure that no harmful or offensive language was used or that I advertised anything that could be promoting a harmful lifestyle.

The overall campaign demonstrates how mindful I have been of the rules e.g I have used no offensive or defamatory language.
Its very important for me to upkeep the standards put in place by the ASA and OFCOM as otherwise the reputation of The Cancer Alliance SYBND could be damaged very seriously.








Codes and Conventions 

This is a poster created by the NHS, I wanted to demonstrate the similarities between mine and the NHS advert to emphasis how I have followed codes and conventions.
In the NHS advert they have created the advert for the purpose of promoting a mental help line they have created the advert surrounding graphics that relate to phones and technology similar to my campaign.
Due to both adverts promoting health related services I think this is a good advert to look at for comparison.
As you can see both adverts have very similar house styles, the dark blue is used frequently when trying to link technology into advertisement due to its link to the popular iMessage, both adverts have a dark blue and white scheme to once again link in with texts which is a relatable thing for all audiences seeing the advert.
The san serif font used on the adverts all demonstrate that they want to connote modernity and visibility from a far, these being important aspects of an advert and therefore this demonstrates how I have encode the advert to have conventions of mainstream adverts.

LO3: Media components

AUDIO VISUAL CAMPAIGN

PRINT CAMPAIGN

SOCIAL MEDIA CAMPAIGN 

LO2: Evidence of development of further materials

Mood board 

The mood board was created with the target audience in mind, I included colours and fonts in particular to try and really engage with the age and mindset of the audience

Version controls of the print campaign 

Here are versions of my print campaign, the versions are very similar however have been tweaked to ensure that they fully fulfil the brief, in the first version the writing on the phone screen is too small and takes longer to read, this is not desirable due to if these posters are printed at a bus station and if your travelling past the writing needs to be as large as possible to ensure the target audience can take see the clear message. Whilst saving and improving versions I saved the name with the letter V and then the number of versions that had been created, this allowed me to keep a clear record of what was the latest version and if anything got lost I could go to the version before and I wouldn't have to start from scratch.

Version controls of the social media campaign 

Here are my versions of my social media campaign, I wanted to put the tiles on an Instagram layout so I could see the campaign from the perspective of the audience, this was important to make sure that the campaign was the right size and everything was proportionate when uploaded as a campaign of 6 individual squares, alike the print poster I saved all versions with individual numbers to ensure easy access to all of my drafts.

Version controls of audio visual campaign 

Here is versions of my AV advert, in the first version you can see that the sound is very off and the keyboard typing sounds is not coordinated with the visuals of the video, this makes the video look very unprofessional.

After coordinating the sound FX with the visuals of the video the AV I think the video looks so much better and it looks much more polished.

Organised files 

Here are my files for the whole unit, as you can see everything is very organised and all campaign materials are labeled with the contents and then a version number, this is to once again ensure ease of finding the versions and to make sure that if anything is lost I wont have to restart any content, all my files are also uploaded onto an online cloud named Onedrive this allows me to access the files anywhere at any time and I don't have to worry about my computer getting lost or broke.

LO2: Evidence of preparing methods of gaining feedback

CLIENT FEEDBACK 

In gaining feedback from my client we emailed her weekly with updates and drafts, this allowed constant feedback and improvement at every stage of production this enabled the final feedback to be as suitable for the brief as possible. 

This is the last email demonstrating that the client is happy with the final brief and doesn't have any major improvements left.

I think constant emailing was a really important part of the process as it allowed the client to be involved all the way and be able to share their ideas and criticisms.

Here's a more constructive email that Karlie has sent that has been crucial in creating new materials and having certain written aspects, this demonstrates the feedback given by the client and the steps taken to improve the materials.

PEER FEEDBACK

I also wanted to create a survey to gather information on what my peers though about my project, I created a questionnaire and sent it to my target audience age group of 12-18 year olds to see the reception. I think the responses demonstrate that I have created the media product with specific connotations to attract my target audience.
I also am really happy with the last question as this demonstrates that the messages is clear throughout the campaign which was my biggest concern.

LO2: Completed campaign material #3

This is my final social media version for my campaign materials. I have placed the 6 separate squares into a Instagram layout to demonstrate how the campaign will be perceived by the target audience however the social media campaign consists of six separate tiles.

I have linked my social media campaign to my poster campaign to create a narrative between them, In the poster we see the young carer texting their mum arranging certain tasks that need to be completed in the poster campaign we see the young carer being very mature and demonstrating a level headed perspective however the point of the social media campaign is to demonstrate that behind this very organised and calm persona they have actually been texting around trying to get help and advice from peers and family however he's not had his 'voice heard' from these people and demonstrates a very lonely place that young carers can find themselves in this social media campaign is meant to demonstrate different sides to young carers and the struggles they have to go through.

I think by having the hashtag #makeyourvoiceheard seen in all campaigns really demonstrate continuous advertising, this being a technique where the target audience are being reminded of the campaign on many different medias.
I really like this specific campaign as I think it ties all the media campaigns up into one main narrative and it really shows the full picture of the struggles some young carers have to go through.

LO2: Completed campaign material #2

This is my final AV version, as mentioned in the final version of my poster campaign I have created a running theme of using mobile phones and modern technology in the adverts to create relatability with the target audience and use their digital native demographic as an aspect to target.
I have created the AV to show a young carer making a list of tasks they need to complete to help their dependant family member, I have tried to create a continuous story line throughout the adverts and I think this is more apparent in the poster and social media campaigns however I think its still clear in this AV version. We see a young carer who has to take on many more responsibilities than a normal teenager and this I think sheds light on the sector of young carers that don't get recognition that they deserve.

I think the perspective of the video is a definite strength, the fact that the audience is 'writing' the list and they themselves are the young carer is very powerful, the production of the video was purposefully done in that way to create the view of the audience being the young carer, I think this is powerful as it means that people who aren't young carers and don't have a lot of knowledge on the topic can see a snippet of what its like to have such more demanding responsibilities and can understand the struggles.

In the video I have included sound as well as visuals, I have placed a keyboard typing sound effect to really create the most realistic video as possible, I think that this additional element really helps to make the video stand out as it engages more senses and catches more of attention of the target audience.