P2 Ideas for Campaign

Mind Map:

I have created a mind map to illustrate some potential ideas for each component in this campaign. 

P2 Supporting Documents

Moodboard:

I have produced a moodboard to support my proposal and initial ideas. It includes a potential colour scheme and images related to themes in the campaign. It has a mixture of nature and crime related imagery as this is what the components will be based around. 

D2 Evaluate the Technical and Aesthetic properties of Advertising Campaign

 

D1 Legal and Ethical Constraints within my Campaign

Regulatory bodies:

The ASA is responsible for regulation of all advertisements in the UK. Their main policy is that advertisements should be accurate, legal, truthful, honest and socially responsible. They regulate based on the BCAP codes for broadcasting (TV and radio) and CAP codes for any other types of media such as print and online advertising. These codes are then used by Clearcast who decide whether it is appropriate for broadcasting. 

In order to comply with the ASA's rules, I have ensured that my campaign is accurate and responsible. The content within each component is not misleading as it is taken directly from the show and they are based around the genre and themes in the series. In the TV trailer, there are scenes such as a shot of a knife which may be considered not socially responsible, however this is part of the overall narrative and in context it isn't shown in a positive light so this doesn't encourage violent behaviour. 

I have complied with CAP codes (applicable to my poster and social media advertising) as well as the BCAP codes (applicable to the TV and radio trailers) by following the rules outlined, for example surrounding offence and misleading content. The TV trailer is based around scenes from episodes of the show meaning it is truthful, and I have avoided any violent or harmful content. Similarly with the radio trailer the dialogue and sound effects relate to the show itself and it is appropriate for any audience. The poster is simplistic by nature and it doesn't include anything that could breach the CAP codes. The character included is the protagonist from the show, meaning it is honest, and other elements hint towards themes of the show. There is nothing that could potentially harm the audience. The social media posts are taken directly from other components (TV trailer and poster) meaning that they comply with the same regulations.

OFCOM shares the responsibility with the ASA when it comes to broadcast advertising, following the 2003 Communications Act. Their regulations for what can be shown is equally applied to advertisements alongside the ASA's codes. They ensure that any advertisement used on TV or radio is appropriate for potential audiences. They also regulate how much a particular product can be advertised in order to maintain the quality of viewing.

To comply with OFCOM's regulations, my TV and radio trailers will be appropriate for both the target audience and younger audiences. Due to it being a crime drama, some aspects of my show may be considered too violent or offensive for younger audiences. Therefore I have only included elements that are appropriate and not harmful. For example, instead of explicitly including a crime scene or acts of violence, I have hinted towards them. This fits within OFCOM's regulations because it doesn't encourage any negative behaviour. Furthermore, the radio trailer is made up of sound effects which imply something bad could be happening but it isn't explicit, meaning the audience won't be offended as they can choose to interpret it in their own way. 

The Consumer Protections from Unfair Trading Regulations, introduced in 2008, is another set of requirements which advertisers must follow. It states that advertisements cannot use false or deceptive messages, leave out important information or use aggressive sale techniques. Their requirements cover food, alcohol, beauty products, environmentally friendly products, medicines and tobacco. It is considered a criminal offence to breach these rules, according to the UK government website the punishment can be a fine or in some cases imprisonment for up to 2 years. 

Across my campaign, I have followed the rules of the Consumer Protections act by being truthful and not aggressive in my techniques. The characters, content and information included in each component is related to/from my show which means it isn't misleading for the audience. In addition, the advertising methods aren't aggressive, they are designed to catch the audience's attention but not bombard them with information or force them to do anything. For example, the tagline "don't keep it inside" is used across the campaign in order to encourage the audience to start a discussion. This is not aggressive as it is there to help those who want it rather than forcing it upon everyone. 

The BBFC regulate what age groups can watch specific media. This can also apply to advertising because their rules can be used to ensure any vulnerable audiences are protected. The audience who watch the product being advertised is separate from those watching the advertisement as it is typically broadcasted to a much wider audience, meaning that this needs to be taken into consideration when producing adverts for higher age rated shows. 

The show itself is age rated 15 as it will be shown on BBC3. However, the campaign will be shown across other platforms such as BBC1, radio stations and the poster will be in public spaces. Therefore, the age rating for the advertising campaign itself will be PG due to the fact it is unlikely to be seen by very young children but still needs to be appropriate for wider audiences. For this reason, certain elements need to be considered before being used.

The BBFC states that PG content cannot include any dangerous behaviour that could inspire the audience to copy it. As previously stated, I have avoided explicitly showing any violence or negative behaviour, by implying such themes it won't encourage the audience to copy. They mention there should be no glorification of weapons such as knives, whilst I have included a knife in one scene, it is in context with the rest of the TV trailer and it isn't shown in a positive light. Other themes that the BBFC mention includes discrimination, drugs and inappropriate language, I have not included anything related to these topics meaning my campaign will comply with the BBFC's regulations. 

Legal and Ethical considerations:

I have maintained copyright laws when using content that doesn't belong to me. Across the campaign, any content that is someone else's intellectual property has been referenced in an asset table to give full credit. For the TV trailer, I used some shots from various websites which therefore belong to other creators as well as sound effects. I have highlighted any potential legal issues within the asset table, for example the shot used of a crime scene requires me to credit the owner to use. For both the radio and TV trailer I used a song by Billy Joel, meaning I would have to pay master use royalties to Colombia Records as they own rights to the song. In the poster and social  media posts I have used the BBC3 and BBC iPlayer logos, as they are the client for this project I would have their permission to use these. 

Another legal aspect of advertising is ensuring the permission of anyone involved and for any locations. In order to comply with this, I gained written permission from the actors involved in the trailer. I have ensured not to include anyone else as that puts me at risk of legal issues if they feel unfairly treated. As I filmed primarily in a house, I gained permission from the house owner to be able to use it appropriately. By doing this I made a commitment to be respectful towards the location which I feel I did. I also carried out a risk assessment before filming to protect both the location and actors involved which is a vital stage in avoiding legal issues. 

A key ethical consideration in this advertising campaign is representation and avoiding slander/libel. This means that anything represented within the campaign must be fair and not offensive. Slander and libel means damaging someone or a groups representation in an unfair way. To avoid this, I haven't included anything that could be seen as offensive towards anyone. The only actor involved in the campaign is the protagonist, featuring in the poster and TV trailer. I haven't included anything that would portray this character in a negative light because this could be seen as offensive towards people who may relate to that character as well as the actor playing them. The police play a key role in the show, I have chosen not to include any police officers in the trailer as to not offend real life officers or to portray them unfairly. 

M3 Codes and Conventions

M2 Justify the Choice of Planned Components by Targeted Media Sector

TV trailer:

My TV trailer will be shown on BBC1 and BBC3 as well as being uploaded to a YouTube channel for the show. According to a survey carried out amongst the target audience, television and YouTube were two of the most common places they had seen an advert for their favourite drama series. This shows these are proven ways to catch the audiences attention so it will be an effective method of gaining a wider audience. Furthermore, by showing the trailer on BBC channels it can be seen by an audience who may not have otherwise become aware of the show (for example people who don't use social media). Especially for BBC3, the viewers watching are largely the target audience for the show so it will be valuable to show them the trailer and hopefully make them excited for the show's release. It will primarily be aired around 7-9pm on these channels because this is when the audience are most likely to be watching TV (after school/work). 

YouGov suggests that 99% of people they surveyed have heard of YouTube and it is popular among 77% of those people with only 3% saying they dislike it. This would suggest that it is an important medium to use because it is widely popular and therefore expands the audience that may see the trailer and want to watch the show. 

The BBC uses YouTube as well as their own broadcasting channels to advertise their shows, for example Killing Eve has a YouTube channel where the trailer can be watched and they also upload other content such as behind the scenes and clips from the show which helps to engage the audience. YouTube is a valuable platform for reaching new audiences because their algorithm recommends videos based on interests which means it will be seen by people who are likely to enjoy the show. 

I chose to make my TV trailer relatively short in length (43 seconds) because this will help to engage the audience without losing their attention. With the target audience being primarily teenagers (15-21) they are likely to have a short attention span and therefore will be more interested by a fast-paced trailer. In addition, the trailer is hinting towards themes in the show, such as crime, but it doesn't give too much away which builds suspense and excitement before the release because people want to know more so they are more likely to watch the show to find out. 

The survey also suggested that video trailers are the one of the most common ways that people heard about their favourite TV drama, coming second to recommendations from friends. This means that the TV trailer will be an effective way of inspiring the audience to watch the show, and it may also lead them to tell their friends about it. 

Radio trailer:

The radio trailer will be played during advertisements on BBC Radio 1 as well as BBC Sounds, at around 4-6pm as this is when people would be home from work/school and potentially listening to the radio. 

YouGov suggests that 76% of people are fans of BBC Sounds. Although the teenage audience wouldn't typically listen to the radio, podcasts are very popular and BBC Sounds is one way in which people can access them. This means that my trailer can be heard when listening to such podcasts which would therefore give further access to the target audience. For example, it could be played during an advertisement before a podcast about another BBC3 show, such as 'Obsessed with Killing Eve', which is likely to be listened to by a similar target audience to my show. 

The use of Radio 1 will allow the trailer to reach an audience who otherwise may not have heard about it, it is aimed at a mainstream audience which is primarily 15-29 year olds so it will be beneficial for my show. Furthermore, the content of the trailer is exciting and it will engage the audience which may mean they tell their friends about it. This is proven to be an effective way of reaching more potential viewers, according to the previously mentioned survey. The BBC typically use their own platforms to advertise new products such as new shows, meaning that it would be a suitable medium to use for advertising my show. 

Poster:

The poster for my show will mainly be seen in bus stop advertisements, primarily in bus stops which are used by people going to school or university. It will also be seen on a small amount of billboards in busy areas such as city centres. By placing it in these locations, there is a higher chance that it will be noticed by the target audience as well as others which increases the publicity of the show. Although the poster doesn't give a lot of information about the show, it aims to intrigue people which will inspire them to find out more and therefore want to watch it. 

The BBC use billboards and posters to attract the interest of potential audiences, for example they created a 'living billboard' for the show His Dark Materials which grabbed the attention of many people who may not have heard about it previously. Using public spaces to advertise means that it can be seen by anyone, it doesn't limit the audience to those who already watch TV or use social media. In addition, posters can be less overwhelming than other mediums because it's more simplistic and doesn't require the audience to take as much time to notice it but it can still attract their interest. The billboards and posters will be visible at the same time the rest of the campaign is being released, this means that people may hear about it through multiple mediums and become intrigued to find out more. 

Social media:

The primary social media platforms I have chosen to use are Instagram and Twitter. The survey carried out among the target audience revealed that Instagram was the second most popular platform (behind YouTube). Twitter is more likely to be used by the older section of the demographic but it can be more effective for engaging the audience. Social media is a very valuable way of accessing the target audience because it is very widely used by teenagers/young adults which makes it more likely to catch their attention. 

Instagram:

YouGov suggests that 97% of people have heard of Instagram and it is liked by 48% of these people. This is likely due to the fact YouGov surveys people of all ages and the older audiences don't typically use social media as much. However, it is ranked as the 3rd most popular social network showing that it does have a significant influence. The survey taken specifically among the target audience suggests that Instagram was the second most popular social network for this age group. For this reason, it is an extremely valuable way of reaching the desired audience. Instagram is used in my advertising campaign to share behind the scenes content as well as teaser images and the TV trailer. This will engage the audience because it builds excitement surrounding the show and it can make them feel more actively involved. Furthermore, a key role of the social media aspect of the campaign is around starting a mental health discussion among the audience. This will again engage the audience and make then feel more connected to the show because it can help them to feel less alone and more recognised. 

Twitter:

Twitter is used in a similar way to Instagram, there will be posts related to the show which encourage a discussion in the responses. Across the campaign the tagline for the show will become a hashtag which means people are able to share their own posts and this will build a fan base which anyone can join. For both platforms, content will be gradually released to keep the show in people's mind in the build up to it's release. 

BBC shows have proven previously that social media can be an effective tool in gaining the interest of the younger audience. For example, Killing Eve had a Twitter and Instagram account throughout and before the shows release where they posted content about the show such as interviews with actors and behind the scenes clips. This meant that the audience built up a connection to the show which made them more likely to not only watch it but tell their friends about it. Therefore by using popular social media platforms it will aid my campaign's publicity and gain a loyal fan base from even before the show's release. 

Mobile app:

The mobile app aims to further develop the support of those who are already interested in watching the show, therefore it targets a more niche audience. The audience will be encouraged to download the app through social media. Due to it being based around continuing the discussion started on social media, it will help the audience to feel closer to the show which will increase the chances of them telling others to watch it. They will use the mobile app as both a source of entertainment and a place to go if they need help, this means that it will benefit them so they will have a positive view of the show. 

The BBC has previously used the medium of a mobile app for the show His Dark Materials. This meant that the audience could essentially interact with the characters from the show, similarly to my app. This was successful for the show because it meant they could build a greater connection to the characters and thus enjoy the show more and want to encourage their friends to watch it too. 

P3 Asset table

I have produced an asset table to highlight where I sourced the images, fonts, videos and any other elements for each component. I have included the properties, legal issues and whether I edited the content. This is to address any content that doesn't belong to me so it can be used for the project.