Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

1.1 Interpreting Client Briefs - P1 - M1

Key Terms

Purpose: The purpose of my anti-smoking advert is to convince people to stop

smoking and to inform people of the health issues that smoking causes
for themselves and people around them.

Form: The form of my project will be a movie around 1-3 minutes long.

Target Audience: My target audience is aimed at teenagers to young adults, this will allow
me to reach a wider target audience. Also teenagers are easily influenced
by their peers. My video is also aimed at both genders as I aim to reach
as many people as possible. It is specifically aimed at people who smoke
around others as this is a key point in my advert.

Key Messages: The main message in my advert will be to stop smoking especially around
loved ones as they are affecting them too. My video will also include
information about health concerns and the amount of money spent on
smokers specifically in the NHS. I will include benefits of quitting
smoking as this will encourage people to stop as I will show them how
they can appreciate life more when they stop smoking.

Mediums: My video has a dark a spooky audio throughout, except when the rap
comes in. This is to make it catchier and less depressing so people will
get it stuck in their head and take it in more. I will use social media to
promote my video as it will be able to reach my targeted teenage audience
which is easier than promoting it through posters.
Budget: As we are students we had a limited budget however my college has
allowed me to have access to anything I need as they will provide it for
me. For example I was provided with the IPad I used to record and the
apple mac I used to edit.
Timeline/Deadline We have had 15 weeks to complete this project. This included planning,
producing and editing this movie. I firstly began to plan the video in
October and soon went to recording the footage in November.

Success Criteria: If this advert contains the right amount of information that is very
persuasive it will be a success as its aim is to stop people from smoking.
The video will catch people eye with catchy music and taglines
throughout so people will memorise it and when thinking of smoking they
will think back to the video. People will memorise the video if it contains
shocking information. The storyline will be clear so people can
understand what is happening.

1.2A Techniques for generating new ideas – P1 – M1

Methods for generating ideas

 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Method Description
Group A group discussion is a group of people discussing a
Discussions certain topic, with open ideas been thrown into this
discussion. I would use this to discuss ideas on what
would be good in the advert and who we will aim the
video at. My group came up with the idea to call the
video ‘Just One Puff’ as this shows how effective
smoking can be. We also came up with the idea to put
a rap into the video to make it catchy and Interest
teenagers.

Surveys Surveys are questionnaires that you give to members

in the public to get their ideas and feedback on
certain topics in the questionnaire. I would use this to
try and find out the majority of smokers and what
people who think of smoking.
The surveys that we created included a range of
multiple-choice questions and one or two open
questions. To reach a wider audience I could place the
survey online to reach a worldwide audience instead
of just the community near me.
Focus Groups Focus groups are similar to group discussions,
however here the specific target audience will be there
so it will be more useful for my video. I will hold
interviews and speak to everyone. My interviews will
include people from my specific target audience.

Current People who are currently trying to prevent people from

Practitioner smoking such as The Roy Castle Foundation and
Fagends.

1.2B Techniques for generating new ideas – P1 – M1

Mind Mapping:
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Posters

Brochures

Social Media
Anti- Smoking
Campaign

Flyers Leaflets

Adverts

1.3 Techniques for generating new ideas – M1

Other Considerations and Constraints

 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Method Description
Physical Practicalities We created my advert on school property as I used
their equipment and even the students and staff. In
my video we used the outside area under a shelter as
it was such a gloomy day that just fitted with the
mood I wanted to portray in the advert. Using the
outside area fitted our storyline in place as we wanted
strangers to meet. We used a teacher in school and a
small child as this was the best way, we could portray
are characters correctly without actually hiring a
person. The equipment we were provided with was an
iPad which we shot the movie from and paper to make
a fake cigarette. Once we shot the footage, we then
used the school’s apple macs to edit the video. We
used the app iMovie. I had 15 weeks to complete this
project and the majority of the weeks were used to
edit the video.

Financial Constraints As I am just a student, I had a limited budget however

the school provided the equipment I needed for
example they provide the iPad which we recorded out
video on. They then further allowed us to use their
apple macs and the editing software iMovie to finalise
the movie. Due to such a low budget we did not ask
for much props throughout the movie which could
have made it more professional so we stuck to a low
budget idea such as when we hand made a fake
cigarette.

Legal requirements I t was important that my video was created to obey

the laws such as the Copyright law, Creative
Commons act and Data Protection Act 1988. If I didn’t
make my movie to fit the Data Protection Act, I could
have had the movie taken down or I could have even
been fined up to £500,000. This act protects any
information on anybody I have included in the
protected to be confidential. The Copyright law
protects my work from being stolen, used without
permission and prevents people from crediting my
work. I follow this law as I will create my own music
or ask for permission to use somebodies’
music/images. The creative commons act will allow
members of my group to use the same clips that we
shot together but use them in different ways. It
protects my original work being changes, remixed or
tweaked for anybody’s personal gain without them
asking me for permission.
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Audience Research

My target audience is people aged 14 and above and is to reach all genders.
I aim to target the younger generations by catching their attention this is
why I wanted to place a rap within the movie. This puts teenagers in the
C2DE category as I also aim to target adults.

Teenagers are more active on social media as we live in the digital age where
social media is a mass influencer. This is why I choose to use social media
as a way to promote my film. Majority of society are on social media
meaning it will be hard to avoid seeing an advertisement for my advert
online.

RAJAR allows me to use many radio stations to advertise my advert. This

will reach a variety of my target audience as each station has a different
target audience. For example, Capital FM is more for teenagers and young
adults where as Smooth Music is for the middle aged and older.

This smoking infographic shows the issues of smoking by

using colourful images and facts. It includes ways to stop
smoking and where they can get help and it also includes
information on the many horrific symptoms smoking
causes.

Another infographic shows how smoking

decreases your life expectancy. It also shows
the positives of stopping smoking by stating
how being finically stable due to you not
wasting your money on cigarettes will stop from feeling stress
and you will have fewer coughing fits.

My target audience is C2DE, meaning the lower social class

where people are still in school or are working class. C2DE
includes people who do not have that much money. My target
audience is easily influenced by the people around them to
smoke either that be a teenager and their smoking parent or a
stressed worker who is influenced by a friend who relieves their stress with
smoking. Teenagers are influenced easily by their parents as smoking
becomes a norm to them if they see it in every day life. Vaping has become a
new trend in society for the majority of teenagers but is meant to just be a
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

way to prevent people from smoking. 15.1% of people 18 and under have are
found to be smokers according to research.