SMILE PITCH

RATIONALE KEY
QUESTIONS
 TARGET AUDIENCE

• The target audience for my products are in the 16-18 age range. I conducted a
survey to find this out, where I also found out that most of my audience do not
smile to reduce stress, and instead have other coping mechanisms such as
reading or listening to music
 WHY IS A PODCAST AND
A D VE RT G O O D F O R T HI S
C A M PA I G N ?

• For this campaign I am creating a podcast and a tv

advert. These forms of media are a good choice for
this campaign as people see adverts on tv every day
when they watch tv programmes.
• As for the podcast, many people have started to
listen to podcasts on apple music or Spotify as a way
of occupying themselves whilst doing another task.
• These forms of media are a good choice for the
campaign as we can get across any information we
may need to, whilst also keeping them short as to not
lose the interest of the audience.  
 RESEARCHING AND ANALYSING
EXISTING MEDIA

• For the Smile Campaign I analysed three tv adverts focused on mental health. Upon
researching these adverts, I have learnt that though almost everyone suffers from mental
health, some adverts tailor to different audiences- such as Bupa tailoring to the higher-
class managerial works instead of lower or middle class.
• Some adverts tailor to older people, whereas others tailor to the younger audiences- who
are by far more impressionable than the older generations.
 IDEAS FOR THE CAMPAIGN AND USP

• As mentioned in a previous slide I am going to target the younger generations of my

audience in my advert and podcast, as they are more impressionable, and they seek
knowledge. I will include a range of different camera angles in my advert, whereas for my
podcast I will attempt to talk to some members of my audience about their own mental
health, if they feel comfortable in doing so- otherwise I will talk about the struggle that
young people experience with their mental health.
• The USP for my advert would most likely be the unique colour scheme, as I believe no
other advert would have this combination of colours.
 • For my advertisement I am going to
focus on the impact of smiling to reduce
stress. In my survey I did focus on what
people did to reduce stress and not a
single person said that they smile.
Smiling helps to reduce stress because of
the endorphins in our brain.
• For my advertisement I will have the
start of it be sort of dark and upsetting,
like one of the advertisements I analysed
IDEAS FOR THE CAMPAIGN for the smile campaign, where it starts
off dark and then towards the end it got
PT2 somewhat happier. I aim to recreate this
to an extent in my advertisement.
• For my advertisement I will include
statistics from my survey to help me
present the idea of how bad mental
health is in young adults- which I will
then use to put across the idea of smiling
to reduce stress about things like college
and work.
 IDEAS FOR THE CAMPAIGN PT3

• For my advertisement I will aim to include a multitude of different camera angles, such as
low shots, high shots and maybe I will use some close ups of certain things in the
advertisement.
• In my advertisement I could include multiple characters/actors, but I think I will only have
one, and then focus on little things in that person's life- such as situations that happen to
them, or objects they have in their home.
STORYBOAR
D
 FONTS, COLOUR SCHEME AND
LAYOUT

• For my advert I aim to use a unique colour scheme, that has not been used in a mental
health advert before- as this will make my advert even more unique and perhaps eye
catching. The colour for mental health internationally is green, whereas for suicide
awareness the colour is yellow. I will include both colours in the colour scheme for this
advert. I may also include a colour other than yellow and green, instead of having just two
colours.
• For the layout, I am thinking of having it set up the way a normal advert would, simple
and straightforward.
• Calibri font.
 HOW WILL IT APPEAL?

• I believe my advert will appeal to my audience as I am going to include some things that
will be targeted towards that audience, such as the fact that college may influence their
mental health, or perhaps at their age their job could be making them stress. I aim to
include a lot of things that will help my advert appeal to my audience and those are only
two of them- for example I may include some age-appropriate healthy coping mechanisms
to help with stress that isn’t just smiling, such as hanging out with friends.
 IS IT RIGHT FOR THE CLIENT

• The client for this campaign is Mind. Mind is a mental health charity and a movement of
people trying to build a happier society.
• I believe the campaign idea is right for the client as the brief states we should create a
piece of media that will make people smile, and I aim to do that in my advertisement
 WILL IT BE SUCCESSFUL?

• I believe my advertisement will be successful as I have considered my target audience,

which I have researched using the survey that I created. I will aim to make my
advertisement specifically for that audience. I will also consider the state of people's
mental health, which I also researched using my survey.
• Because of the survey I aim to create my advertisement targeted at 16–18-year-old of any
gender- as it is not just one gender that suffers with mental health.
• I believe that my advertisement will be successful as I have considered everything I think
there is to consider with this advertisement, and I will use my survey to create a successful
advertisement and podcast.
 COLOUR
SCHEME

• For my color scheme I will

use these 5 colors, maybe
not exact but some shade of
them.
• The green and the yellow
represent the mental health
awareness ribbon and the
suicide awareness ribbon,
Charcoal Heliotrope Celadon Portland Lemon and the rest of the colors are
Grey Orange Glacier
complimentary to the two
main colors.
 COLOR
SCHEME PT2