Task 6: Pre-Production (Initial Proposal)

The software development company, Peak Media has commissioned us to establish a cross-media advertising
campaign consisting of a billboard and magazine advertisement as well as other campaign ideas to promote their
brand-new app, ‘Pause’. ‘Pause’ is an app that specialises in mental health and well-being for students in the UK,
which offers them a friendly user interface and a variety of articles, videos, tutorials and monitored forums. The
app also features a calendar/ diary function where users can keep track of their moods and symptoms, thus can
be given advice and tips on ways to improve their wellbeing.

The target demographic we need to appeal to ranges from 15-22-year-olds who are in part-time or full-time
education. Essentially, for the campaign to be successful, we must make sure to cover a whole range of genders
and ethnicities but will also prioritise those users with different lifestyles and behaviours i.e. those who are doing
GCSE and A-Level students are likely to stay at home with their parents/ guardians. Whereas, those who are
doing a course at university will prominently rent accommodation away from home.

From what we can interpret, our main priority is to make sure we create an advertising campaign that is
appropriate and suitable for the target audience to consume. Since the target audience has a relatively broad age
range of 15-22 we need to make sure that we make the advertising campaign suitable for the younger spectrum
otherwise consumers may get offended or distressed. Including graphic and explicit content will perhaps create
jeopardy since the advert could be reported to regulatory bodies like the ASA, where they have the power to
terminate and restrict our advertising agency from continuing the Pause app campaign.

In the brief, the client has given us some freedom and an open interpretation on ways to make the cross-media
campaign successful. Peak Media has given us the freedom to create a strategy for using social media with the
hopes that the cross-media campaign will go viral. This suggests that we should consider social media platforms
that are regularly used by students on a day-to-day basis, for example, Instagram and Twitter. Uploading audio
and visual advertising onto these platforms will create better brand awareness as online users will have the urge
to interact with these posts by commenting, liking and sharing with other users.
What we can infer from this brief is that we will require resources for the entirety of the production stages of both
the magazine and billboard advertisements. Resources for the billboard and magazine advert may include:
visualisation diagrams, mood boards, concept art, wireframe, colour scheme chart, mind maps, blue-sky thinking,
SWOT analysis etc. These are important, especially during the production stages of the campaign because they
can help us establish a starting point of what content and layout will be displayed on both ads. These planning
tools can also allow us to organise our thoughts so that no other ideas are missed out.
We can also suggest that we must make arrangements of how we can also make the campaign to become ‘viral’
from the use of social media. We shall do this by creating posts (either/both interactive or not) and videos that will
be distributed across online platforms such as Facebook, Instagram, Twitter, SnapChat, YouTube etc.

We should also point out that we must as an advertising agency, we must not engage in negative stereotyping
and misrepresentation amongst the target audience. Misrepresentation and negative stereotyping of specific
audience groups who may, for example, have a mental health issue can cause damage and harmful, long-term
effects on their lives. This may also lead them to feel discouraged from getting the help they need alongside
creating the view or consciousness where those who have a mental health problem are outsiders. In order to
reduce the mental health stigma in our advertising campaign, we will take priorities into conducting and reporting
research responsibly and accurately; approaching the topic of mental health and wellbeing with empathy and
understanding; portraying mental health problems in a positive manner; checking language carefully.

USP

We must also consider the unique selling point (USP) of the product and clearly identify its characteristics being
different from its competitors. Having a USP is vital because it will establish a common ground where consumers
can convincingly identify the product from its unique key messages and content. In this case, the USP for this
product is that the app is specifically functioned and targeted for students in part-time or full-time education
between the ages of 15-22 years old. Therefore, our top priority is to include topics, illustrations, house styles,
graphics that are associated and relevant to younger audiences.
Our way to communicate our USP is to use a range of platforms both traditional and contemporary that will offer
the opportunity to establish a message for the target audience which will be to download the mental
health-specialised app for students, Pause. Moreover, this will influence how we will advertise the app because it
will make us make decisions on what exactly is appropriate for audiences to consume. Therefore, we shall
consider doing primary and secondary research by looking at successful cross-media ad campaigns that have
spread their key messages to students or young adults.

Ways in which we will communicate with the USP will be to use social media. This is because it provides
marketers the ability to communicate with users online and spread their messages within their control, as well as
keeping track of the success of advertising campaign this will benefit and help heighten the chances of the
cross-media campaign to be a success because students across the UK use social media everyday to interact
and share their thoughts on the internet with their friends and family.
Another way to communicate with the USP is to use what the client has asked us to create- a billboard and
magazine ad. This type of communication is an advantage because when students who may travel to town or a
shopping centre, they will be exposed to a wide range of advertising. Therefore, they are likely to come across
the Pause app campaign, interacting with it by downloading the ‘Pause’ app.. Our plan is to distribute the
billboards in areas such as shopping centres, secondary school entrances, sixth form, colleges, university
campuses and common other areas in the city centre where young people will gather around.
As for the magazine ad, we plan to advertise it in a magazine that is highly known by young students in both part
and full-time education. In fact, some universities across the UK such as the University of Manchester and UCL’s
‘Pi Magazine’ distribute magazines that include content about student life, university courses, events and more.
Since these magazines are aimed towards university students, we believe that, if we were to invest money to
include the ‘Pause’ ad in UK universities’ magazines, there is a high and valued chance that the target
demographic will consider downloading the mental health and wellbeing app. For those who are currently in
secondary school, sixth form, college or other higher education courses, we aspire to include the ad in
magazines such as Teen Breathe (a UK magazine for teenagers focusing on well-being and resilience) and The
Economist (a magazine that specialises in international politics and current affairs publication with thought-leader
articles & analysis. Notably useful for A Level politics students).

Purpose

As an advertising agency, we will prioritise establishing a propositional message which will put forward how the
‘Pause’ app is a product that offers a clear benefit. Since the app’s purpose is to provide advice and support for
users who may have issues with mental health and/or wellbeing issues, we believe that we should implement a
guaranteed promise that using this app is a clear benefit for the target demographic. Another purpose for this
campaign is to introduce this new product into the market- we believe all companies, regardless of what they sell,
should have the right to be given a spotlight where impressionable customers may potentially purchase the
product/ service.

A cross-media campaign’s purpose is to closely connect with your customers where the company’s brand can
establish a long-lasting relationship and engage with their consumers. Therefore, Mode Media will attempt to
enrich this advertising campaign by interacting and discovering the target audience’s interests and ways we can
improve the product’s usability (we will mention our tactics and how we will approach the campaign in the next
following paragraphs).

We have decided to create a series of strategies where we will make sure to deliver the main messages and the
overall promotion of the new and upcoming app, ‘Pause’. Because of the advancement of technology as well as
the benefits of using technological convergence, we are able to mass-produce and communicate with consumers
quickly and efficiently. Examples of new technologies include the use of artificial intelligence, social media and
online video content. Social media platforms in particular will be a beneficial way to make the campaign hopefully
go viral. Platforms like Instagram, Twitter, Facebook and SnapChat are the best examples of online
communication between companies and consumers. Since so many consumers are using social media every
day, there is a greater chance for our campaign to be reached out to the desired target audience. The majority of
social media platforms have built in analytics tools where marketing agencies can see how well their campaigns
are going, and it allows them to see the latest online trends. We believe this can become our advantage for
making this cross-media campaign become successful. Allowing the Pause campaign to social media can help
increase brand recognition simply by posting compelling and interactive content which, as a result, will build value
for the target demographic. Most importantly, marketing through social media is considered to be cost effective as
accounts are free to publish content across various social media platforms.

Another way to communicate the brand and key message is to also use email marketing. Email marketing allows
companies to keep in touch with customers on a consistent basis. We think this would be a valuable way to
communicate and expand the cross-media campaign further as email can be directed at your targeted audience
at a personal scale, thus making them think that the company values them. As well as building stronger
relationships between the brand and the consumer, email marketing is cost effective and time efficient meaning
there is more space and opportunities to broaden the campaign’s reach on other advertising platforms.

Form

The client has asked us to produce an effective campaign where we are requested to create a billboard and
magazine ad as well as ways to promote the app via online platforms to make it go ‘viral’. The use of the billboard
has been widely popular throughout the history of advertising and has brought great advantage to many
industries and businesses. Its large and compact format is an effective way to reach masses to populations within
cities and developed areas. Another reasoning for its effectiveness is that its bright and eye-catching graphics
alongside a key message will leave passers-by with a lasting impression in their mind. We also believe that the
use of traditional billboards are vital as they are the only type of media where we, the advertisers, have full
control of the ad space. Therefore, the advertisement has full exposure to onlookers for 24 hours a day, seven
days a week. The most common conventions of a billboard include:

- Logo of the company/ business’s name

- Colourful yet limited colour palette
- Large, clear main image
- Direct address
- Anchoring
- A slogan
- Subheadings
- Readile font
- Date of release of a product of service
A good example of an effective billboard ad is McDonald’s- an American fast food company founded in 1940.
They are famously known for their visually appealing and appetizing advertisements with large images of their
selection of foods and drinks. The image above is an analysis of an McDonald;s billboard advertisement which
includes a brief description of the conventions the company uses. Analysing successful billboards will allow us to
gain an insight on how exactly we should display our ads so that many people will consume and consider using
the Pause app.

Magazine ads are another type of media that would be beneficial for our ad campaign to promote ‘Pause’. A
reason being is that different magazines often appeal to an array of the audience who may have differing
interests, occupations, desires etc. Magazine advertising can establish reader confidence as readers trust their
niche and mainstream magazine as a source of useful information, so they are likely to trust the brands that
advertised too. Niche magazines in particular are a great way to speak and target directly to the desired audience
who are interested in specific subjects, hobbies and genre, so including an ad relating or associated with the
niche magazine will attract a specific population. In addition to this, since magazines are often issued weekly or
monthly they have a longer shelf life, since they often can be found in areas such as doctor’s waiting rooms or
supermarkets thus thousands of people will pick up the magazine and be exposed to ads.

Brand consistency is defined as the delivery of brand messaging which is in line with the brand identity, values as
well as strategy over time. This means that target audiences are exposed to core/key messages, visual branding
and various brand elements It is important to maintain consistency throughout our ad campaign and we do this
for a number of reasons. Consistency allows the promoted brand to feel more dependable, reliable and
trustworthy. Maintaining the logo, colour design, font, graphics, illustrations, photographs on advertising media
are key examples of achieving consistency.

Moreover, the client has also specified that they would like the campaign to reach out further by using online
platforms. The sole purpose of social media is attempting to distribute content to users, spreading awareness as
well as messages that are in fact important in establishing a greater relationship between the company selling the
product and the audience themselves. As the age demographic is relatively young, these audiences are solely
dependable on modern day technology- therefore they are likely to see advertisements on social media platforms
on a day-to-day basis.

Target Audience

Age

As the target audience is specifically aimed at students or young adults who are in part-time or full-time
education, we will ensure that the media product’s complexity is appropriate and understood by the desired
demographic. This also means that all information, graphics, designs and style of the advertisements are
user-friendly and not offensive or explicit for the younger viewers.

Geographic

In terms of geographics, this will not be wholly considered as the product will be advertised to a large population
who are in the UK. Yet, we will consider using research about the UK's mental health and wellbeing and
incorporate this information like statistical data in the adverts.

Socio-Economic

Socio-economic audiences concerns on how much an individual earns, together with their class like working,
middle and upper. Usually, the higher the income, the higher the social income is. In terms of media products and
services, the higher the income an individual earns annually, the higher the disposable income is. As a result,
they can afford to consume a bigger amount and variety of media products. In Pause’s campaign’s case,
social-economic audience is not entirely a factor to consider; this is because the majority of the target audience
do not earn a full-time paying job especially those currently studying at A-Level since they are currently in full or
part-time education. However, in certain cases, university students may take up a part-time job which results in
them having a disposable income.
Behavioural

This is the study of consumers and how they consume and dispose of products and services which includes the
consumers’ mental, emotional and behavioural responses. It is important to gather information about consumer
behaviour because it helps understand what exactly influences consumers’ buying choices and decisions.
Understanding how consumers behave will allow the company to identify the products that are needed and the
products that are no longer produced or used, Analysing consumer behaviour helps reveal how consumers
process certains things and how it makes them feel about various brands or products. It also reveals how
consumers’ environment such as social media, friends, family etc influences their behaviour. Overall, we believe
this will be a factor to consider as our audience, who have different opinions on products like apps, will behave in
certain ways. There will perhaps be certain situations where we will advertise information about Pause’s content
like student wellbeing and the audience may not want to associate themselves with the specific topic- they may
also want to know if their own interests will be valued such as religion . Therefore, we need to focus on how we
deliver the ad campaign by valuing people's lifestyles, interest and other behavioural factors that will come into
place.

Psychographic

Psychographics is a psychological factor where it affects an individual's perception of themselves in relation to

others. This affects their attitudes, interests, traits, desires,goals, values and lifestyle choices. We believe that
psychographic will need to be considered as a factor as our target audience is a large age range which all have
different lifestyles and interests. This will in fact affect what our campaign will look like as we may have to appeal
to those who have specific interests, for example, meditation and physical fitness.
(Above) The following images are of the character audience profiles we created during our meeting. Audience
profiling is defined as the process of defining exactly who our target consumer is, through the use of monitoring
consumers; behaviours across various media platforms. Using audience profiling can help cater and tailor
companies’ marketing communications to consumers through a personalisation means that you can generate
better interest and engagement. We thought it would be useful to introduce our thoughts on the sort of individual
who would use this app. We included information about their age, gender identity, religion, occupation, hobbies
and interests to visualise and understand what our typical consumer would be like. Well believe that all interests,
cultures and backgrounds should be considered because failure to take diversity in account, results in offence to
one group or another.

Content

For the cross-media campaign, we will include a variety of content found in both the billboard and magazine
advertisement which will appeal, engage and successfully target the desired target audience. We shall also follow
the typical codes and conventions of magazine and billboard ads as this will help guide us on how to create an
effective cross-media campaign. Below is a list of content that will be included for each media, as well as valid
reasons as to why we shall use them for this advertising campaign.

For the billboard and magazine ads, we hope to include:

- A body copy that may include statistics that were discovered by Peak Media’s secondary research found
in the brief, as well as discussing the key feature found on the app, for example, calendar/diary function
or having access to articles, videos and forums. We think this is important because it will inform
consumers about the topic of mental health and wellbeing. We also would like to include call-to-action
phrases such as ‘download the app now’ or ‘Get Pause- a specialised mental health and wellbeing for
students’ We may also include pull quotes of students’ stories of how the Pause app has benefitted their
lives (we shall intend to do this once the app has been released to the public)
- Mascot/ character- we think that including a mascot/ character is a brilliant way to make the adverts
stand out more as well as making the campaign have a clear distinctiveness compared to other
companies. It will also help onlookers to identify what brand/ company is associated with the mascot,
thus they will recall and consider interacting with the newly released app. We also think that having a
character on the ads will make viewers feel like they have a companion by their side, reassuring them
that everything is going to be alright.
- Social media and website links/ info about the Pause app- usually, younger generations often use online
media to communicate and inform themselves on various brands/ services. Including these links will
stimulate users to follow the app’s latest features, stories as well as updates that may occur.
- Background- a cool, calming and comfortable background is what we propose to include in both the
magazine and billboard ad. We think that using subtle hues that are often associated or signified with
mindfulness should be used to attract viewers who need that desired comfort.
- Image of logo- this is important because it reveals the identity of the name of the product/ service, thus
invites new customers to get to know more about it.

Competitor Adverts

In addition to this, we have done extensive research on competitors who specialise in promoting apps that are
similar or different from the Pause app. This research will allow us to explore ideas on how to create brand
awareness as well as reach toward our target audience quickly and effectively. This will also teach us the basic
codes and convention of advertising, and how companies reach out to their target audience quickly and
effectively.

One competitor we looked at was Headspace: a meditation app established in 2010. The app includes a variety
of content related to mental health and wellbeing where users can receive guided meditations, animations,
articles and videos. Its sole purpose and key message are to ’improve the health and happiness of the world’.
What makes them unique compared to the other 2000 meditation apps out there is that Headspace commits itself
in using scientific knowledge and research on how meditation can vigorously improve your life mentally and
physically. The app can be downloaded for free available on the App Store and Google Play, as well as access to
using different subscriptions.
The following image is an example of Headspace’s magazine promoting their app. It is clear that Headspace
maintains consistency in their adverts by using advertising conventions such as a main image, a body copy,
sub-heading of text and the logo. The ads also use light, pastel colours for the body-copy’s background to create
a sense of ease and transparency. Yet, the pastel colours are contrasted by the main image which have bold but
cool colours like, dark blue and turquoise. This also implores the idea that Headspace attempts to balance the
colours out between bold and transparent, which is a clever way to link the idea of meditation (since meditation
often encourages people to balance their mindset to feel at ease with themselves).
Above, is another analysis of Headspace’s digital billboard ad- there some areas where both platforms share
similar or the same, layout, typography and content, which overall makes Headspace ad campaigns consistent
across all media platforms.

Overall, Headspace has inspired us to choose colours that are associated with calmness and mindfulness like
since the Pause app is mainly about mental health and wellbeing. We also have been inspired by how
Headspace incorporates mascot and characters in their campaigns- we think creating a brand character will
make our campaign unique and appealing to audiences as well as bringing more brand awareness.
Another competitor we researched was TikTok, a video-sharing social networking service that is notably used to
make a variety of short-form videos on different genres like comedy, dance and education. The majority of the
users in the UK are within the age group of 18-24, who happen to account for 26% of users accessing the social
platform from smartphones or other digital devices. The unique selling proposition for Tik Tok is that people can
create user-generated content where they can include additional quality to their videos by adding music and
special all in one app. Tik Tok’s key message is to ‘inspire creativity and bring joy’ to users and content creators.
They spread their message using a variety of media platforms such as digitalised and traditional billboards,
posters, social media and celebrity endorsement. Tik Tok heavily uses hashtags to introduce new challenges set
by them (for example the #raindropchallege), which encourages users to insert the hashtag and upload 15 to a
minute-long video and share it online. As a result, Tik Tok’s challenges will be constantly shared and talked about
making both the challenge and app to go viral. We decided to analyse one of their billboards to inspire us of what
exactly we should include in our ad campaign, and add reasoning as to why certain elements of their ads will
perhaps be incorporated into our designs.

We think TikTok’s designs are compelling and successfully convey their message by using various elements
which appeal to young audiences, for example the image of a young female which represents the young
generations, and a colour scheme that evokes youthfulness and liveliness. We shall also consider using call to
action just like Tik Tok as we suspect that people, especially young students in education will consider
downloading the Pause app if we use phrases like ‘Download today to access plenty of content that will provide
advice and support for your mental health and well being’ or ‘Get Pause today!’.

We then looked at another competitor called YoungMinds that specialises in mental health and wellbeing (like
Headspace) but specifically aimed at young people between the ages of 14-25 years old. YoungMinds is the UK’s
leading charity which aims to ensure that young people are provided support and advice regarding their mental
health and wellbeing. YoungMinds’ key messages are ‘‘’To stop young people’s mental health reaching crisis
point.’’’ who want to visualise ‘’’A world where no young person feels alone with their mental health.’’’ On their
main website, they have published 101 blogs written by young people under 25 about their experience of mental
illness as well as their stages of recovery. These blogs benefit young people who are in need of some advice and
support, along with an insight to what treatment they could receive if they decide to act. Since these blogs are
written by under 25s, those who are in the same demographic will associate their personal issues with the
stories, which may result in them speaking out, writing their story or persuading them to seek help. Moreover, the
organisation has a shop on their website where people can purchase merchandise like t-shirts, bracelets, pin
badges, including publications regarding mental health among young people.

(Via YoungMinds’ Website page)

As you can see, YoungMinds, uses social media platforms like Facebook to publish posts, videos, articles, blogs
regarding the effects of mental health and ways people can treat themselves and others. These posts can be
commented, liked, reacted and shared by followers which enables online users to spread via sharing
YoungMinds’ messages and links- this leads to viral marketing since people will continuously share YM’s posts to
others. Social media is also used heavily by young people as they rely on it for a number of reasons such as
communication with friends and family, which overall, can be an advantage for YoungMind as there is a high
chance that young audiences will see their content. Social media platforms often include statistical data where
companies can analyse how successful their campaign is going and seek out trends that will hopefully make their
campaign go viral. Consequently, Mode Media will consider using social media as a way to communicate and
engage with the audience, resulting into a successful campaign where we are able to spread the message about
the Pause app.
Moreover, YoungMinds have collaborated/ partnered with companies like ITV along with Mind where they
introduced ‘Britain Get Talking’ campaign, which consists of providing advice on its website about how families
can have those conversations and how adults, parents or carers can support young people if they are suffering
from a mental health problem.

Ways that YoungMinds promote their key message are heavily relying on social media like Instagram, Facebook
and Twitter since the majority of their demographic use or have access to the internet on a daily basis. They also
use digitised billboards, leaflets, booklets, posters, postcards that consist of spreading the message about advice
and support towards young people who are either in secondary school or any other higher education. Below are
a couple of examples of media forms that YoungMinds uses, as well as reasoning of how they successfully target
their audience and details on how Mode Media can implement some of their ideas into ours.
Below is another example of how YoungMinds communicate their message- in this instance they have used a
poster which is about depression in young people.

Body copy: the poster includes the question ‘How are you?’ as a main heading- this directive question is being
used as a way to ask the viewer if they are truly okay and how life has been. The text is also coloured yellow
compared to the other main and sub copies that are in white- this could be intended to make the viewer focus on
the main question first and emphasise the
significance of the question. This may
encourage people to ask the same
question to those who they know who may
be going through a difficult time mentally.
The question is then followed by a series
word associated with symptoms of
depression like ‘Anxious?’, ‘Stressed?’ and
‘Tired?’. The viewer may recognise these
symptoms of what they experience- they
will therefore carry on reading the poster to
see if there any other details on the
subject of mental health struggles. The
main body is written at a smaller size
below the questions that the poster
rhetorically asked the reader. This copy
discusses how if they have experienced
the following symptoms above, then it may
be a sign of depression- a common mental
health issue that ‘1 in 4 people’ suffer from.

Main image: The main image is of a young

man (possibly a student) sitting at the
edge of a cliff looking out to the sea.
Viewers similar to his age may associate
themselves with the poster and its
message, resulting them to continue
reading the poster’s content, The young
man is also faced away from the camera-
this creates a sense of mysteriousness as
viewers may be curious as to what the
sitter is doing, and wonder what’s story of
the young man’s life. The main colours of
the main image include grungy hues like
blues, browns, dark green and grey- the overall setting makes the scene unsettling- perhaps YoungMinds want to
convey what dealing with a mental health problem is like- a life of gloom and melancholy.

Additional features: at the bottom-left side, the post include a call-to-action and links to the YoungMinds website
(‘vist youngmind.co.uk’), this is to inform and encourage readers that visiting the link will have a clear benefit as
well as providing more information about depression or mental health. The language used can be described as
soft-spoken and empathetic as YM use phrases like ‘Don’t suffer in silence’- as a result, people will be
encouraged to speak up and talk about their issues. Additionally, the YM’s logo and slogan is located at the
top-right corner of the poster- this is to create brand awareness and to let people know which company/
organisation is distributing the message.

Overall, Mode Media likes how YoungMinds’ ads communicate to their young audiences about mental health and
wellbeing. We particularly liked the format of the post above as its main image takes the majority of the poster,
and how the subject is the prime focus; and how the main headings are captialised, big and bold in order to bring
attention to viewers. We shall consider the layout of the poster into our magazine ad as we think that audiences
will be more likely to interact with the ad because of the use of bold lettering, strong composition and form.

Treatment
After much deliberation and research on the client brief, audience and competitors, we then took to the next
stage of creating our initial ideas and planning in a visual format. Below is a collection of treatments that show
some of our initial ideas on what we shall include in the billboard and magazine ads, including a brief summary of
the social media strategy.

SWOT Analysis

Firstly, we began establishing a SWOT which discusses the strengths, weaknesses, opportunities and threats we
have for the cross-media campaign. We thought this was essential because it will give us an insight of ways we
should approach certain situations throughout the production of the ads for example, we may face monetary loss
if we damage resources that are vital for the production stages. To fix this issue, we could conduct risk
assessments (recce) to reduce the likeliness of hazards and dangers within or outside the workplace.

Mind map
We then decided to create a mind map to collect our thoughts on what to include in the campaign. In
the mind map, we mentioned the client’s requirements, equipment needed for the creation of the ads,
colour scheme, character designs and primary and secondary research. We also included some
ideas of the look of the billboard design where we hope to incorporate information about the key
content found on the app such as articles, videos and forums about mental health and wellbeing.

Moodboard
We then established two moodboards, one that primarily focuses on the colour scheme and the other
about the possible graphics and illustrations that we may incorporate in either or both ads.

For this moodboard we collected a range of images and illustrations that included hues such as blue,
turquoise, pink and lilac- we intend to use these colours as our main colour scheme for the campaign.
We think that these colours in particular are ideal for a mental health and wellbeing ad as cool tones
are often associated with tranquillity and calmness- we feel that when audiences learn about the app
from the ads, they should feel a sense of ease and content from the colour scheme. We also included
images of gradients like blue and purple, as our intentions are to use gradients as a background- we
think using gradients will be a good idea as they create depth and dimension, making the appearance
of an image less flat.
For this moodboard, we broadly focus on the graphics we may use in both or one of the adverts. We
may include graphics like emojis that have different emotions or icons of social media apps. We also
like the idea of including a pause symbol and implement it into the adverts- it is as though we want the
audience to pause for a moment and download the app to seek advice and support about mental
health and wellbeing. We also intend for the graphics to be modern-looking so that it appeals to young
audiences.
Blue-sky thinking
We then as a team conducted blue-sky thinking where we sat down together with an empty piece of
paper where we wrote down some of our ideas and thoughts we had on the brief and what our plans
were for the content of the cross-media campaign. We discussed our strategies of how we were going
to appeal to the target audience for each media form. As for the billboard, we want to be big, bold and
easy to read so that commuters can easily acknowledge the message we shall include. Statistical
data and call to action may be incorporated as those are the most common features of a billboard-
this will result in onlookers to be curious and intrigued about the content of the ad. In terms of
location, we plan to distribute them to places where young people would often be located, for
example, near schools or university campuses, train stations, town/ city centres and shopping centres.
For the magazines we hope to get our magazine ad to be included in niche magazines that primarily
are about mental health and young people such as The Weekly Junior.

As for our social media strategy, we aspire to use a wide range of online platforms that are frequently
used by students across the UK. Platforms like Instagram, Youtube, Twitter, Reddit. Facebook and
Snapchat will be used as a way to upload information regarding the release of the Pause app. Posts
on Instagram, for example, could include interesting facts regarding mental health/ wellbeing, or
motivating messages that will encourage young audiences to keep going. We also plan to use the
popular video streaming service, Youtube, where we shall upload the tutorials about mental health tips
on to the site; including links to the Pause app’s download page or website shall be included in the
description below the video- this is so users can quickly access to more information about the new
service.
Concept art

Next, we designed some concept art ideas of the character design and app logo. For the character
design, we created a dumpling-shaped creature that had a Pause sign on it’s head. Our intentions
were to make the character gendeless so that it does not appeal or target a specific community or
gender. As for the logo, our idea was to include the silhouette of the character, a gradient for the
background (colours for the gradient will be blue, pink, light blue, lilac and dark purple.
Visualisation Diagram

We then created a visualisation diagram (a rough diagram of a plan that shows the overall layout of a
product/ service) of the magazine and billboard ads. Below are a few images of the diagrams and
some information on how the ads will be laid out.