AC:1 Informing Ideas

 Interpretation of the brief

Happiness foundation (To clarify this is not the real client nor the main focus, just so there's no confusion) is a movement of an LGBT community. The 'happy foundation'(Made-up for the brief) are people who are trying to build a happier society by encouraging positive changes in people's personal lives, homes, workplace and communities. Healthier relationships with friends, family and all other loved ones can drastically improve and benefit both your physical and most importantly your mental health. Love, championship and inclusion.  Any kind of form of these traits and actions can bring an any kind of happiness or joy to someone or even a group of people. Relationships between friends, families or significant others can all improve your quality of health and life in many drastic ways for many people of today. These campaigns (More spefically the happiness foundation) also known as annual health days, are celebrated at a spefic time each year and under a different theme. They aim to raise awareness of priority mental health issues around the world and mobilise efforts in support of mental health. 

I am tasked within this project to create a creative media/outcome that will make people smile. Stating of my description of this project first hand on the paragraph recently I am ought to research as much as i can into the concepts of mental health and what causes people happiness and what causes people's sadness. Analytical studying for my target audience will be very important as having some kind of target demographic for my project aim towards would incredibly benefit my inception of what is necessary for me to create during this campaign. My main target audience for this campaign will mostly consist of the young generation due to the statistics of the on-going rise of mental health between young people from ages 13 to 19 and onward. 

Research into mental health/what makes people happy or sad

Mental health problems are extremely common, affecting around one in four people. As you get older, changes in your life, such as bereavement, illness or retirement, can make you more vulnerable to them, but mental health problems are not a normal part of ageing. https://www.philanthropyroundtable.org/almanac/statistics/who-gives

This was a graph taken from all schools within the uk of 2015, a steadily course of flaucation between the two genders suggest that mental health is commonly most affecting toward male rather than female. However only by a slight marginal amount of perecent as mental health intensity has seemingly gotten up to it's all time high during there first year in secondary school. This is important for me to understand because if i ever come to making my potential video/print advert, I need to be able to appeal to the younger masses. This means i will have to manulpte my marketing strategy and both language and visual techniques to further sell my potential message in my advert product. However, upon further in depth cases studies, Giving trends from reports such as the CAF UK Giving support of 2018. Show that women and older generations of people are the overall majority to be the ones which are the most likely to give to charitable/supportive organisations, so charities should focus  on maintaining and encouraging their support. This is something to be dearly noted whilst creating and planning my idea for the campaign as even though the vast majority of the audience I'm appealing to are infact younger type audiences. This more likely to the the fact older women etc., are much more likely to give to charity rather than young. This is because the younger generation who are still in schools and education will not have a true finical income to back up my product selling. This means I shall have to make my smile campaign as cost effective and efficetinally viable as possible.

People are grouped into a set of hierarchical social categories, the most common being the upper, middle and lower classes. This is called the social grade, which I shall to categorise my further range o what my audience is, what they do, what they say, how they act and so on and so fourth. The Social grade is a classification system based on occupation and it enables a household and all its members to be classified according to the occupation of the Chief Income Earner. It is used to describe traits of humans on psychological attributes. Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. This information is incredibly important for me to use whilst further deciding to what my target audience truly is, one wrong mistake of given input and video production development could heavily impact the effect in which my potential charity/print advert can conceive. Just under 1 in 7 young adults (14%) say they do not feel they have a trusted adult to go to for advice and support if they are experiencing a problem. Furthermore, Over 1 in 5 young adults (21%) say that the main place where they live has a negative effect on their mental health. This is important for me to take into consideration as when i come to my eventual location shooting on and off campus, I mostly pick my locational whereabouts of filming wisely in order not to effect, or give an inaccurate intimation of local mental health. Reported in other surveys show that they had no acquaintances, friends, close friends, or best friends. This is absolutely critical into why so many feel like that they've no one to turn to. This will benefit my production planning significantly as I will want my advert/print to as kind, touching, happy and approachable as possible. This will in turn, make people feel more welcome and valued within watching the advert and realise feel good chemicals in order to fire up their day to make them feel better. https://www.statista.com/statistics/292936/giving-to-charity-in-england-by-age/

New statistics from local areas and charity business, show that there are now more people who are depressed in Sunderland than anywhere else in the uk. Since Sunderland shall be my primal location target of audience demographic it will be important for my potential video/print advert to be relatable to the local people and the overall council. This is important to meet with the current brief as my project needs to be as relatable, relevant and as appriotely accessible as possible to the correct audience members. This is important because it shows that I am able to fully focus my smile campaign advert on the right category of people, the right area of people and the right mood and lifestyle of the demographic that I'm trying to appeal to. According to a mental health profile of the city, one in five residents who are over 18 in area suffer from the condition of mental health. https://www.chrysaliscourses.ac.uk/news/sunderland-depression-rates-higher-than-anywhere-else-in-the-uk This is the highest results in almost all of Britain. 15% of young adults in the uk suffer with depression at some point in their life according to londonhealth.co.uk. 

Additional charities research (For reference & inspiration)

WATER AID

Is an international (non-governmental) charity organisation, focused on providing water, sanitation and hygiene to other less fournate countries and ethic minorities around the world who are need of/not lucky enough to have the basics of fresh liquid nourishment. It was set-up in 1981, as a response to the UN (Designed by the united nations) international water decade. Water aid's full length history goes way back to July the 21st when it officially established itself as a true charitable organisation with worth while investment. In the last 30 years or so they have gone from strength to strength to become one of, if not not the most respected organisation in the entire world. This would pit themselves with other big charitable business at the time like Cafod 9 A catholic formed agency in charge of cross-seas development) and uncief and save the children. This charity business was set up in the mind set of bringing attention and support for clean water and sanitation around the world. They a lot of peoples lives every year, working in over 28 different countries in the far vast reach's of the contents of Africa and Bangladesh to name a couple. Since the very start of water aid (back in 1981) the charity of reached over 25 million people worldwide and since 2004, they have reached 24 million people with regards to services of sanitation. In 2018 to 2019, water aid's global income was £113.3 million. From 2014 to 2015 to 2018 and 2019, their income grew from 90 million 113 million. For the year in 2018, 43% of their income came from induivials who spent their heart and soul into the charity all year round. 16% came from major chartable donors and trusts, and 25% came from additional institutions and other forms of development sources.

https://www.youtube.com/watch?v=lmBp2-t38Mw

The overall story synopsis of the charity advert is 'while spacecraft are on the way to mars, searching for water and paving the way for future human exploration, families like Fara's still dream of finding water right here on our little blue planet'. Their long walks searching for water are a journey they'd like to leave behind. As would the many 1 out of 10 people in the world that don't have access to fresh, clean drinking water. This is the heart and soul of water aid that is fully and truly presented to us here on screen. And marks an ever-going thought provoking concept of the less fournate within regional, cultural and global society. The choice of camera angles within the entire animated short are highly effective at creating piety/empathy toward the viewer, the advert is charming, innocent like but yet has a very strong, realistic and serous moral message to it. People are more bothered about finding water on mars rather than being bothered to find excess water on planet earth for the rest of people within global society can access safe sanitation and drinking water. This metaphorical meaning behind it's visual imagery is highly effective and making the audience think twice about their viewpoints of others across the world (globally). It makes them walk away with awe yet a sense of worriedness and thought provocation as they question why is the rest of the world still like this? why are there still so many people without clean drinking water? It gives them the empowerment to go out and try to contribute to the cause of the charity and help out with as much as they can. This type of visual language i very important because it is the core of which makes your advert click an work properly towards the masses. Being able to appeal to people to heighten up and further engage their interest and empathy (especially within a charity advert) is highly important in links to gaining popularity and coverage within both physical and digital media. This links to my proposed idea of my charity advert because i have to find the common tip and tricks of what makes a charity advert work and how it impacts a person's probability of them potentially giving money to the charity or not. This will be important for me to reference and to take note from as I will need an element of shock value or thought provoking imagery to better sell my potential charity and it's business. 

To conclude overall, the trends of mental health between the younger generations within secondary school and further onward education, mixed in with the on-going mental health trends around both Sunderland and the entirety of the uk, gives a good example of my overall best possible target audience and y best forwarding concept into making my print/video advert within the smile campaign. My understanding from this research is now deceive and clear to the potential industry standard of media production that I'm creating my ideas from. The purpose of this particular marketing within the chartable industry is to inform, educate & trigger descions of change and how we as an audience can help the betterment of others around us (that including the entire world) We grow increased amounts of happiness and a certain degree of charm from such adverts like 'Water-aid' in particular from it's touching, yet sorrowful and quite thought provoking message of realisation targeted to the audience of the reality in which not everyone is quite as lucky, or as fournate to have fresh, simple sanitation like the rest of us.