Project Rationale (Health)
Pitch Presentation
This presentation illustrates my ideas for the NHS Better Health campaign, in order to appeal to the teenager and young adult audience.
The NHS or National Health Service was founded by Aneurin Bevan (the UK minister of health from years 1945 to 1951) in July 1948, their goal is to prevent serious health issues in everyday citizens, they have created multiple multi-media campaigns in order to combat rising health related issues in the population such as rising obesity rates and poor mental health. Change4life (a previous NHS campaign) was created to decrease obesity rates in young children from ages 5 to 11 by encouraging healthier diets and physical activities. The current NHS health campaign is Better Health which was created in January 2022 to decrease rates of obesity in people in their late 30s by encouraging physical activities and healthier eating. The NHS is one of the largest employers in the UK, they have employed over 1.5 million people for health-related occupations as well as social media managers and campaign management. During the Lockdowns, the NHS provided facilities for those who were suffering from Covid 19 as well as help to develop the vaccine for said virus to prevent future cases.
The target audience of the campaign is teenagers and young adults between the ages of 16 to 20. I conducted a survey to gather information from the audience of my product to understand concepts that would and wouldn’t work and what the audience likes and dislikes. My survey included questions about how much they participate in physical activities and for how long, if they were physically active during quarantine and if being physically healthy could improve their mental health. The responses I received from my survey were varied and gave me insight into what my products could be like, using the information gathered I created an audience profile and then used it to create questions I could ask to a focus group and receive feedback. A big take away from the answers given was that other people’s comments and insults prevented people from exercising in public places like the gym or swimming pools leading to an overall lack of motivation or will to continue. Another big take away was that people’s diets and what they eat was a big reason why they wouldn’t consider themselves healthy (People’s health issues also resulted in people not exercising as they were unable to). The current industry adverts are unappealing due to the editing and depiction of exercise being exclusively targeted towards extreme sports, like mountain climbing and football, other ways of exercise should be included and the focus of high-octane activities should be reduced if the advert is trying to encourage others to be more physically active, more casual and entertaining sports should be including such as hiking and cycling, many people find exercising boring so depicting sports as fun could encourage others to participate. My advertisement needs to be visually intriguing to catch the viewers' attention and to stand out amongst other products, also try to be appealing to the target audience and being relatable to the people watching the advertisement as well as including visuals or music the audience would recognize like a popular song or a popular social media in order to market the advertisement to the target demographic.
The promotional material for the current “Better Health” campaign portrays a positive hopeful attitude toward exercise and changing for the better, the print adverts feature older men and women which firmly establishes the target audience for the ads. The main person in the advert is away from the camera which puts more focus on what they're doing and their physical activities, other adverts with more serious and personal tones have the models face closer to the camera putting emphasis on their expression and emotion, they also lack color on the background which focuses the viewers' attention to the person in the adverts, as appose to the “Better Health” adverts which have brighter, bolder colors, putting emphasis on the text and message of the adverts. For my adverts I want a positive tone so I should use brighter colors and backgrounds to convey that atmosphere, I should include models from the age of 16 to 20 as that age group is my target demographic and by featuring someone of a similar age in the advert, it makes the advert more relatable and down to earth. 
Print Product Ideas
My print product plans made in Photopea
The silhouettes in the poster, take up the majority of the frame which, convey that the ad is personal and relatable to the audience. I kept the original slogan from the Better Health campaign as it fits well with the concept for my ads. The posters are more so about the individual and how making changes to your lifestyle can change your outlook on life, which not only inspires the target audience but also depicts being healthy as something other than high octane, extreme sports which is more appealing to the primary demographic. I chose posters as one of my products due to my audience not watching tv adverts, the posters are more visually distinct and eye catching to the average viewer than a tv or YouTube ad. I chose silhouettes as the subject of the poster as they act like a blank slate for the audience to project themselves onto and relate, they also deviate from the typical sports ad which have popular celebrities (which the audience may struggle to relate to) as the primary subject.
Radio advert ideas
My idea for a radio ad is the following, a narration of the effects of unhealthy eating and a lack of exercise followed by the benefits of being physically active as well as the ways exercise can be fun and enjoyable. I think my idea for the ad will appeal to my target demographic as it encourages physical activity without depicting it as exclusively extreme sports, which was a significant complaint from my audience research. Inclusivity is also highlighted due to insults and offhand comments being a significant reason why my audience isn’t as physically active
I created a radio advert using adobe audition in order to promote the better health campaign and encourage healthy eating and physical exercise. The sound effects were downloaded from Free sound.com and the BBC sound library. 
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