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

Complete the following table of key terms for your chosen brief.

Purpose: The reason for which something is done or created or for which something
exists.
The purpose of the non-smoking campaign movie is to convince people to stop
smoking and to inform people the effects of smoking on them and people
around them.

Form: The form includes a description of how you convey a message, for example
through a video or poster. With the anti-smoking campaign project, the message
will be conveyed through a video which will talk about and show the different
effects of smoking. The video also allows me to add images and clips in that
relate to smoking – for example, shocking hard-hitting images of the effects of
smoking.
Target Audience: My target audience is anybody who smokes. These people may be teenagers,
young people, adults and older people. Some people may want to learn about
the effects of smoking to inform others around them who spoke that they’re
concerned about. Although my movie is specifically aimed at those who smoke.
Key Messages: The main message in my advert will be to stop smoking especially around loved
ones because they may be causing them to become ill too. My video will also
include information about health concerns and the amount of money spent on
smokers specifically in the NHS.
Mediums: The mediums is the form including platform – video clip viral over the internet.
Budget: Because we are students in school, we have a low budget however whatever we
need is provided by the school.
Timeline/Deadline We have 15 weeks to complete this project.
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 include
catchy sound effects and music to catch people’s attention. This way, they will
memorise it because they’re interested in the video and will then consider
quitting smoking. People will memorise the shocking information because it will
affect the way they think when it comes to smoking. The storyline will be clear
so people will understand what it happening.
 Unit 21 – Plan and Deliver a pitch for a media product

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

1.2A Techniques for generating new ideas – P1 – M1

Methods for generating ideas

Complete the following table to describe the methods of generating ideas. Include a discussion
of how this could be used to generate ideas for your chosen brief.

Method Description
Group Discussions A group discussion is often a small group of people who are suggesting
open ideas to all come together on a single agreement.
When creating the No Smoking campaign video, my group would sit
together and brainstorm ideas that we could use in creating an idea for
our video. We eventually decided on a single idea as well as
incorporating small elements of our other suggestions into the video
when editing it.
Surveys The surveys we created were a range of multiple choice to gain some
feedback from the advert. I would often receive people’s honest
opinions on the things I did good on and the elements of the video that
I needed to improve on, such as timing on screen for the length of text
shown. I could also conduct an online server so that I could have
reached a wider audience with my video instead of sticking to a small
group of people.
Focus Groups The target audience I am aiming my video at is teenagers from the ages
14-16 as they are most impressionable. As well as targeting both
genders as I don’t want to single any individuals out and I wish to reach
a wider audience to express the issue of smoking.
Current Practitioner A current practitioner is a person who is currently promoting anti-
smoking to the general public. Such as Roy Castle Foundation and
FagEnds.
 Unit 21 – Plan and Deliver a pitch for a media product

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

1.2B Techniques for generating new ideas – P1 – M1

Mind Mapping:

Create a mind map of possible solutions to the client brief.

Leaflets
Posters

Billboards

Trailers

Anti-
Brochures Smoking
Social Media
Campaign

1.3 Techniques for generating new ideas – M1

Other Considerations and Constraints

Complete the following table to describe the methods of generating. Include a discussion of
how this could be used to generate ideas for your chosen brief.

Method Description
Physical Practicalities We created the video by doing everything at school. We used one of
the classrooms to shoot the video and completed all our planning and
editing on the computers in our lesson. The equipment we used
included the props; a birthday cake, the recording equipment; iPads
and iPhones and the editing was completed by exporting our videos
from the iPads and iPhones to our computers so that we could then
edit them on iMovie. It was important that the lighting was right when
shooting the video, so that everything that was going on was clear and
 Unit 21 – Plan and Deliver a pitch for a media product

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

it didn’t look professional by looking too dark or too light. There was a
tough timescale because the video had to be shot in our lesson whilst
we was in school.
Financial Constraints Making the campaign video with school meant that we had a low
budget and we had to make use of the school equipment that was
already there. For example, the recording equipment and the props.
We edited the video on the computers in school with iMovie which we
didn’t have to pay for so all of the editing didn’t cost us. The school
didn’t have all of the props we needed therefore we stuck to a low
budget and went out to buy our own things such as a birthday cake.
Legal requirements It was important that my video was created inside of the Copyright Law,
the Data Protection act and the Creative Commons Licenses. Firstly
because, if I happened to break the data protection act, I may be at the
risk of being fined up to £500,000. With using the data protection act,
any information or data stored on a computer or an organised paper
filing system about living people is covered so it is important that this
act is used when making my video so that any information or work I
have documented is confidential and safe. Secondly, going through with
the creative commons licenses when making my video insures that
others will be able to tweak, build on, or remix my work non-
commercially and will give me credit for it if they decide to do any of
this. Thirdly, although any work gets automatic protection, it isn't
certain that people won’t copy any of my work for their own gain. Any
original ideas or creative pieces of work I create, including the non-
smoking campaign video, is a potential asset and should be treated like
one because any of the work may result in having considerable value in
the future and could even potentially be used for financial collateral.

When it comes to smoking cigarettes, more males are likely to smoke than females. Results from
neuroimaging studies suggest that smoking activates men’s reward pathways more than womens.
This finding is consistent with the idea that men smoke for the reinforcing effects of nicotine,
whereas women smoke to regulate their moods and help with stress. Women are seen to stress a lot
more than men and strong urges to smoke can be evoked by stress. Therefore, women are seen to
crave cigarettes a lot more than men do.

https://www.drugabuse.gov/publications/research-reports/tobacco-nicotine-e-cigarettes/are-there-
gender-differences-in-tobacco-smoking
 Unit 21 – Plan and Deliver a pitch for a media product

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

This World Health Organisation infographic on tobacco and

women shows that the tobacco industry targets more women than men. It explains how up to 7 in
10 tobacco farm workers are women and are in close contact with often hazardous chemicals.

Nearly 9 out of 10 cigarette smokers first tried smoking by the age of 18 and 98% first tried smoking
by the age of 26. Therefore, the target audience for smokers would most likely be young people
around the ages of 16 – 25 to warn individuals before they try a cigarette. Statistics show that nearly
8 of every high school students reported that in 2017 that they smoked cigarettes in the past 30
days. This shows that the main target for cigarette smokers are young people in education or
individuals in their late teens and early 20’s.

https://www.cdc.gov/tobacco/data_statistics/fact_sheets/youth_data/tobacco_use/index.htm

Almost all smokers start their smoking habit by the time they turn 21 according to a 2011 American
Lung Association report, and half of these individuals are addicted by the time they turn 18 due to
second hand smoking from family. Not wanting to harm your family members health can motivate a
person to quit smoking and to reduce harm on their health, smokers can ban smoking from the
house and the car. Second-hand smoking can be four times as harmful as mainstream stroke,
according to a 2005 analysis in “Tobacco Control”. Even if family members haven’t chosen to smoke,
they are subject to the ill effects of passive and involuntary smoking not only then but in many years
into the future too.

Social class inequalities are seen to affect a person’s likelihood to smoke cigarettes. For example,
manual workers and working-class individuals may suffer with poverty and low household income
but have children. Therefore, they are quite stressed and smoke cigarettes to help with this stress.
Middle class and others in higher managerial occupations are less likely to smoke cigarettes due to
being well educated because they can afford tutors, private schools and higher education.

The following social class grading table created by the National Readership Survey shows the
different social classes and occupations. Referring to this, cigarette smokers are most likely to be in
social grades E, D and possibly C2. These groups are most likely to be uneducated on smoking and
health therefore smoke cigarettes without any worry. The table created by National Readership
Survey is used to classify audiences by social status.
 Unit 21 – Plan and Deliver a pitch for a media product

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

Psychographics show different audiences and their attitudes towards smoking. The following
psychographic shows the attitudes towards smoking of sedentary well-behaved and stressed
pessimists. 91% of sedentary well-behaved prefer non-smokers whereas only 47% of stressed
pessimists prefer non-smokers.

Religion also plays a huge part when considering cigarette smoking. Most religions value human
well-being very highly and so does not approve of tobacco use. Therefore, the target audience would
not include many religious or spiritual individuals because a lot of those individuals will most likely
be against smoking cigarettes.

Education also plays a big part in the influence of smoking cigarettes. People with higher levels of
education are less likely to smoke cigarettes. Studies show that it’s not just that “smarter” people
know better than to smoke, or that higher education is filled with anti-tobacco messages. Those with
graduate degrees are about half as likely to smoke as those with bachelor’s degrees, but most
graduate programs probably never even mention smoking, so the health risks of smoking are not
just something we learn in school. It is not just education but peers, family and background that
influence an adolescences willingness to smoke cigarettes.