A

TREATMENT
FOR A
Social Messaging Campaign Advertisement.

Hiding in a screen.
PREPARED
BY
Clare OMara

Connexcast

Sutton Common Road.

08omarac@GLENTHORNE.SUTTON.SCH.UK
15th January 2015.

It is proposed that the advertisement will be of 25 seconds long duration, filmed

at a local Surrey home.

The social messaging campaign advert will be aimed at male and female
teenagers aged 13-18 years of age.

The social messaging campaign advertisement will show a young female aged
17, who is being bullied on the internet though the use of a popular social
networking site. The advert will also display the characters emotions though the
use of facial expressions and body language, this is so the audience will
understand what affect cyber bullying has on a person. The audience will also
how the character deals with this situation, (which in this case the character
shown in the advert ignores the offence messages sent and blocks/reports the
person whom have been sending the offence messages to begin with). This is
included so the audience are aware of what is needed to be done if they have or
will be in a similar situation.

Several locations have been visited and a shortlist has been drawn up:
Suggested locations are:
Surrey home, Glenthorne High School and media classroom, (found at
Glenthorne High School).
The social messaging campaign advert will include the following:

a) Close-up
b.) Long shot
c.) Over the shoulder shot
d.) Over the shoulder shot
e.) Extreme close-up
f.) Close-up
g.) Extreme close-up
h.) Extreme close-up
i.) Close-up
j.) Extreme close-up
k.) Mid-shot

l.) Close-up
m.) Extreme close-up
n.) Close-up
o.) Mid-shot
p.) Close-up
q.) Extreme close-up
r.) Extreme close-up

Structure
The social messaging campaign advertisement will be in colour and in PAL DV
Widescreen.
The advert, hiding in a screen will start with a computer screen in close-up with
music playing in the background.

a) The advertisement begins by showing a laptop; this will be a close-shot

with music playing in the background.
b) It will move on to show the main character entering the location, this will
be a long shot while music is playing in the background, (the main
character will be played by myself, Clare OMara). The type of shot will
help the audience understand more about the storyline, this is because
the audience is seeing both the character as well as the location chose.
c)

The next part of the advert will be an over the shoulder shot of the main
character going onto the social messaging site. (Music will be playing in
the background).

d) It will then display a range of offence messages sent from the cyber bully
to the main character, this will be shown though the use of extreme closeup this is so the audience can clearly understand/read the messages that

are being sent to the main character in this advertisement, (also music
will be playing in the background).
e) The advertisements will then displaying the main characters response to
the offence messages though the use of facial expressions. This will be
shown though the use of close-up and extreme close up, in order to
clearly capture the characters emotions. (Music will be playing in the
background).
f.) Then the advertisement will then display what the character wishes to act
after seeing the offence the messages, this will be shown though the use of the
shot type of close up as well as text will appear on the screen stating, Think
before you type, this is telling the audience do not send messages/offence
messages back to the user. (Music will be playing in the background).

g.) Also the advert will then show the main character blocking/reporting the user
whom sent the offence messages to begin with, this is so the audience become
aware of what you need to do if you are in similar situation. This will be shown
though the use of extreme close-up in order for the audience to clearly
understand what they or others may need to do if they are in similar situation.
(Music will be playing in the background).

h.) The next part of the advertisement will then clearly display the main
characters facial expressions, this will be displayed though the use of close-up in
order for the audience to clearly understand how the character feels after taking
a responsible and sensible action towards this situation. (Music will be playing in
the background).
i.) The main character will then leave this location, as well as using the special
effect of, super expose in order for the advert to appear more appealing and
professional, this will also be shown though the use of mid-shot. (Music will be
playing in the background).
j.) Text will then be over lapping a computer screen stating, Stay Connected.
Stay safe, this will be shown though the use of close-up in order for the audience
to clearly understand and read the messaging being communicated to the
audience. (Music will be playing in the background).
k.) As well as logo will then appear on the screen, this is so the audience are
aware that this social messaging campaign is official and professional, this will be
shown though the use of extreme close-up, this is so the audience clearly
understand the logo being displayed. (Music will be playing in the background).
l.) The advert will then end with websites, information for help and the logo in
the corner of the screen. This is included in order for the audience to seek help if

wished to do so, this will be shown though the use of extreme close-up with
music playing and fading out in the advertisement.

Budget
(You need to list the costs for:)
Planning meeting- media classroom for three weeks hire for 22 per week,
this then comes to a total amount of 66.
Filming: Nikon D700 camera, hire for three weeks= 225
Vinten Pro5 tripod hire for three weeks = 195.
Editing: MacBook Pro laptop including use of editing software of, 'Final cut 7' and,
'Avid Media Composer 6' hire for three weeks = 297
Subtotal: 1,000
Production Contingency @10%
Travel Expenses @40p per mile= 5 miles in total.

Total production budget: 1,500.

Schedule
The production will be produced within the timescale that will be indicated by our
shooting and editing schedules. Connexcast will ensure that all location filming is
carefully planned to take into account the safety of the crew and the general
public and any production contingencies. The finished social messaging camping
advertisement will be available for viewing at an appropriate time in order for
any changes to be made before the suggested release date.

Sources of requirements
I will be borrowing my experiment, (camera and tripod) for the media

department in order to save money on my budget, I will also be borrowing the

props of Apple computer, table and chair for the school of Glenthorne high
school, however I will be using my own mobile phone device. Also I will be using
my own costume, which will be found/used from my own personal living
environment. I will also hire my actors that I wish to include within my
advertisement, as well as my chosen location of a media classroom, (found at
Glenthorne high school) I will be borrowing this location for three weeks.

Guarantee of Satisfaction

Initial discussion on the social messaging campaign called, hiding in a

screen content will take place.

Production equipment will be used in a safe operational manner at all

times.

Connexcast is covered by Public Liability Insurance to the sum of

1,000,000.

A copy of all rushes Nikon D700 camera will be supplied on request in

DVD format.

A rough cut 'Final cut 7' and, 'Avid Media Composer 6; version of the advert,
hiding in a screen will be supplied for inspection and discussion.

A meeting to discuss the final master version will be organised with a

focus group of interested parties.

The completed advert, hiding in a screen will be provided on DVD for

inspection.

The completed advert, hiding in a screen will not be released until the
client is completely satisfied with technical quality and content.

Connexcast.
15th January 2015.

Connexcast asserts its rights as authors of this treatment in accordance

with the Copyright, Designs and Patents act 1988. Any unauthorised
copying of this work will result in prosecution.