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.

LO2: Completed campaign material #1

This is one of the completed campaign materials, this campaign material is the
The completed campaigns are aimed at a 12-18 female and male audience, we have targeted this audience by encoding the media to have certain aspects that will entice the audience.
We have created the campaign overall to focus on mobile phones, this was done to attract the target audience who are all digital natives and who would resonate with the images of something they found familiar.
In this poster campaign we have created a phone screen depicting the conversation between a young carer and there mum who they are caring for, this text conversation demonstrates the responsibilities a young carer takes on and hopefully if a young carer saw this poster they would understand and resonate with the texts.
We have included certain texts in the poster such as 'we need to sort the council tax out' this once again demonstrates the reality of a young carers extra responsibilities and maturity they need to gain when caring for a family member.

Apart from the texts on the phone screen also included is subheadings and titles which frame the page, the title saying #makeyourvoiceheard this is a phrase that has linked a vary of media campaigns together, we have included a hashtag to once again reinforce the idea that our target audience are digital natives and they will be able to use the hashtags to find other resources on media platforms such as Instagram and Facebook.

We have used the phrase 'make your voice heard' due to its impactful and instructive tone, the imperative verbs used in the sentence are placed to create an instructive tone, this is done to create a bigger sense of empowerment due to the powerful tone of the sentence.

The text placed was sent by the client, this allows me to know that I am definitely fulfilling the brief and that the advert can be used for use due to the right information being present and the message being exactly what the client wants for the camaign.

LO3: Development of Campaign materials

PRINT BASED VERSIONS

Version 1         

In this first version the idea was to create a list with things relatable to young carers, e.g having to contact a GP is not normally done by a young teenager and is normally a parent small tasks like this are able to demonstrate who the target audience is and resonate with the target audience.
Overall though even though the writing is meant to look messy and child like handwriting i think overall the layout is too unclear and wouldn't be suitable to read from a distance.

Positive aspects of the poster are the red writing at the bottom, i think this allows the message of the advert to be clear and allows the reader to immediately understand what the advert is instructing them to do.

However even with the red 'Make Voice Heard' the advert still needs a lot of work as I think the written text underneath ruins the whole aesthetic of the page, alongside this the title of the page doesn't resonate with the handwriting seen on the rest of the page therefore next steps will be to improve these aspects to allow the audience to understand how to get their voice heard but alos to make the advert more aesthetically pleasing.

Version 2

This second version of the poster is demonstrating the improvements mentioned last time, here we have a clearer understanding of who is running the campaign due to the logo being a visual aid for the audience, we also have the hashtag #Makeyourvoiceheard in handwritten font, this allows this social media link to be more associated with the rest of the page however in future this does need to be bigger to demonstrate its importance to the page.

As mentioned last time the heading did need some work and therefore in this version you can see that the title is more blocky and doodle-like, this is done purposefully to create relatability with the target audience due to teenagers being stereotypically known to doodle and experiment with fonts in school books and planners.

The san serif capitals are also used to denote the importance of the title and to bring the audiences attention to it as the first focal point of the page.

Version 3

In this version you can see a huge change since the last version, after getting feedback from our client with constructive criticism saying that the list layout seen previously is maybe outdated and we need to look at including technology that is frequently used by the target audience.

We decided to then create the list on the app reminders, this allowed the list element to still be clear but intertwining it with technology.

We coloured the list and title teal to match the Cancer Alliance SYBND logo this to create correlation between all assets on the page.

For the writing on the page the hashtag seen featured on all other versions is put in large banners this is to draw attention and to make it a focal point of a page, this is important as if seen from a distance or at a high speed the words will be clear and still legible due to the san serif and contrasting coloured banners.

The poster has smaller finer print on the black banner at the bottom of the page and this allows more details to be given about where to respond to the advert this is positive as this allows the audience to understand more about the advert.

Next steps for improvement is to take original images to be used in the advert, the pictures should include things relatable to a young teenager audience e.g having a book shown held over study books or on the sofa, this making it as relatable to the audience as possible. 

Version 4

In this version you can see that the advert has been changed drastically, in this version you can see that the image used demonstrates a day to day setting that 12-18 year olds would experience. It has a similar layout to the previous advert with the text used however in this version we decided to put the text in a teal to match the SYBND logo, this creates a running house colour throughout the advert and visually makes the advert look more linked. 

Strengths of this version are the relatability created, the advert portrays a much more realistic view of a 12-18s activities however the more negative aspects of the campaign is that the phone screen is getting lost as a focal point of the advert, as feedback from the client also they would like to see phrases such as “I might look lit but I’ve been up early caring for my mum, who is going through chemo right now… I’m sharing my experience and want to know yours, want to share?” Feedback your views and change the way cancer care is done across the region #letstalkcancer – www.canceralliancesybnd.co.uk" in the next version we will look at adding this type of language.

Version 5 

This poster version is very different from the past couple of versions, in this version you see text messages demonstrating a small proportion of a young carers day to day life, the text messages represent thee digital native audience we are trying to target. 

The major difference between versions came after the last version personally looked as if it was aiming for an older audience, the 12-18 target dunce should be easily denoted from the advert.

I have also placed writing at the top and bottom of the page to give the audience more details however I do want to keep the subtle element there as I think the less going on the clearer the message of the campaign.

The hashtag #makeyourvoiceheard is placed at the top of the page to demonstrate its importance as that is another representation of the digital native audience we are targeting, it also adds the element of synergy throughout the campaign materials on all platforms.

Version 6

This poster version demonstrates the development between this version 5 and this current poster, after reconvening feedback on the last poster, we've decided to put the messages on a phone this emphasis the digital native and allows the audience to get a deeper understanding of whose in the conversation.
I think this poster is really strong, it has simplicity yet doesn't look basic, I think because their isn't a huge amount of text on the page it allows the audience to understand the meaning quicker.
We have used quotes suggested by the client to ensure that we are fulfilling the requirements of the brief and creating a useable product.
Weak points of the poster however are the small text in the phone this could be hard to read from a distance or travelling past on moving transport, however this is a hard problem to overcome because if the text messages were increased they would look fake and unrealistic.
Alongside this another improvement could be to add the word young carer to the poster, if you were passing the advert at a quick pace or didn't have a long time to read all the writing you could be confused about the young carer aspect of the poster.

AUDIO VISUAL VERSIONS

Version 1 

This video demonstrates a similar theme to the print based media, this synergy is purposely placed to link the campaigns together over multiple platforms to reinforce the message to the audience,

In the video the list is being written,
We can see certain aspects on the list once again like 'google council tax' this demonstrates their struggle with having to be a carer at such a young age and this is placed to create sympathy for the typer of the list.
In the video we see a point written as 'go clothes shopping' and then this line is deleted this connotes the lack of personal time that young carers have to enjoy being a teenager, this allows not only relatability to the target audience but demonstrates to anyone watching how tough it is to be a young carer.

For further improvements the video needs to last longer at the end where we see the checklist being ticked for 'Make my voice heard', this moment appears brief in the video and can be missed due to a lack of emphasis.
Alongside this it also needs to have social media and contact links as otherwise it will be pointless as the target audience could feel motivated to cooperate however not be able to find who created the advert, due to this the cancer alliance SYBND logo needs to be incorporated in the advert.

Version 2

This version of the video has been developed looking at the feedback i gave myself in the last version, I added the SYBND logo on a separate page at the end of the video this allowed the audience to understand which company produced the advert and who to contact, this is a majorly important development due to it allowing the advert to be successful.

Along with adding the SYBND logo I also added a slide after the video which included where you could contact the company and the hashtag that has been used in the print campaigns this is demonstrating digital synergy throughout all the varying media campaigns.
For next steps I want to add more slides at the end of the video, I want the slides to separate the information that is currently all on one slide this will allow the audience to have more time to process the information but also understand it more.

I also wanted to add keyboard sound effects to the video to create as realistic scene as possible, the sound of typing is very relatable to the audience as they hear it often due to them being digital natives. I think that adding sound will make the advert follow more common advert conventions and engage the audience more.

Version 3

In this version I have added sound effects of a phone keyboard typing, this makes the advert look more professional and adds more appeal to the advert.

I have created separate slides to create more emphasis on the key information, this development makes the video look more professional and gives the audience more time to understand the message and know where to find links connected to the adverts.

I think next improvements will be to match the audio more to the visuals, there are segments where the text is being quickly deleted however this doesn't match with the audio therefore next improvements are to slice the audio to have it matching to the visuals of the video.

SOCIAL MEDIA VERSIONS 

Version 1

For creating my social media campaign I came up with the idea of linking the narrative with the print poster, on the print poster we see a young carer texting their mum about all the tasks and responsibilities they need to do that evening.
I wanted to link the social media campaign with this by creating 6 tiles to be placed on instagram that would show the audience more of the young carers struggles.
The six tiles I have produced demonstrate the young carer trying to seek help and advice from family and peers however he's being ignored, this was done purposefully to really emphasis the #makeyourvoiceheard hashtag placed on all the campaign materials.
To improve this version of the social media campaigns I want to place them in a instagram styled layout, this will give both me and the client a better perspective of how it will look actually once it's been uploaded on the social media.
I have created the campaign to be specifically uploaded in an order, I want to upload all the tiles which demonstrate the young carer asking for help in order of how they text their mum in the last tile, this will make it clearer on that narrative aspect of the social media campaign.

Version 2

In this version you can see that I have placed my social media campaigns in an Instagram layout, this makes the materials look more realistic and demonstrates how the target audience will view the campaign, from this perspective the tiles do look much smaller and harder to see however the target audience will tap to maximise the image and this will just be the first impression of the campaign.
I think the campaign looks very polished and even from this distance you can see the message clearly that the young carer is being ignored by friends and peers and he is very mature and responsible when talking to his mum this demonstrating characteristics of a young carer to the audience. 

I am happy with this version and so is my client after feedback, this particular campaign didn't need much improvement due to the idea already being so strong and the clients feedback being positive, I really like the overall idea and concept of the social media campaign and think it might be the strongest overall.

LO2: Legal and Ethical constraints

Whilst producing our campaign we have had to constantly keep the legal and ethical constraints in mind, these aspects of the campaign are mainly discussed in pre production of the advert however are very detrimental to the advert, if not followed closely it could cause our campaign to be pulled from all media platforms.

Legal constraints of an advert look at data protection.

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.

Ethical constraints look at the more moral side of the campaign, in creating and planning the advert we have had to constantly watch how we were representing anyone featured.

STEREOTYPES

The stereotypes and representations of people in the advert is very important as if these representations are negative or offensive it could work very negatively for our client Cancer Alliance SYBND. 

Due to the brief detailing that our target audience is male and female aged 12-18, apart from all actors featured in the campaign having to be in these categories we want to portray a huge range of ethnicities, body types and skin tones, this is very important to promote positive exclusivity for the campaign.
We are trying to connect with young carers in particular so including a huge range of actors in the adverts will give the greatest chance of targeting and reliability with the young carers as they are from all backgrounds and households.

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.