HEALTH- Evaluation

Initial research 

We started the brief by interpreting what we had to do. This was to create multiple products to promote a healthier lifestyle. The theme would of been 1 of three; being active, having a better diet or quitting smoking. the product was aimed at young people aged 16-20 and we would create 2 of 3 things, a poster, radio or TV advert. by interpreting the brief this proved that i understood the brief and understood what i had to do. By doing This i would have an understanding of what the brief was moving into the later stages.

Following the sum up of the Brief i conducted initial research. This research involved getting factual information about the NHS as a business and finding our more about them. This would involve where and how they started, and what they do. This told me who the NHS were as a client and this let me know what campaigns they do. This helped me gather brief ideas of what them as a Client want to see out of the product that I am going to make for them. This would let me know what i may put in my product. This would then help give me a little character profile of who the NHS are and what they do which will be helpful as i Would include this later in the Project when making my Pitch presentation. this would show that i already have a good understanding of who the NHS are before going into the pre production phase.

Existing Products

I Then started to look into existing products that the NHS had made in the past. The first image is me just looking at some existing print adverts they have done. The second image is me looking for the better health campaigns which were specifically targeted at a healthier lifestyle which matches the requirement of the brief. This massively give me help when progressing later on in the project as it opened my eyes to so many ideas of designs, layouts, fonts colours and many more things i could use in my project. it gave me a good idea on what Mis en Scene i could use in my poster. Straight away in this process, one thing that stood out straight away was the fact that these adverts are aimed at an older audience so i had to think of ways to make this suit a younger audience to suit my project. This made me lean towards the idea of not doing my advert on quitting smoking as not many young people smoke so i decided i wanted to do one on being more active. Especially when i look at some of the previous NHS campaigns and i see there isn't many posters on being active. Therefore i saw a gap in the market and decided to do mine on being active.

What I learned from the previous campaigns is that my advert needed to feature younger people as these ads use old people. so to grasp young peoples attention my ad needs to feature younger people doing exercise. Also all of these previous Better Health campaigns have a basic colour scheme of only 1 colour and a plain background. This helps suit the older demographic to keep it simple to not complicate it for them. But for the teenage demographic who are used to things being a little bit more technical, I thought i could make things a bit more detailed. That's why I decided for my advert to use 2 or 3 colours, even if they are different shades of the same colour. I thing this will help grasp the attention of the younger age demographic. An idea from the previous adds I'm going to use is that i like the way they wrap the text around the characters in the advert as i think it helps make the slogan stand out. Because you could put it to the side or the top or bottom, but that doesn't catch your eye as much as if it is around the character as that way it is more eye striking and in your face. So i will definitely use that in my product

I also analysed a video add that promoted both healthy eating and being active. Moving forward this showed me different shot types and camera angles and other forms of mis en scene that i could use. I didn't make a TV advert in the end but this still taught me a lot in the process.

The initial research helped me pull together a plan for what i wanted to do and what i wanted to do it on. I chose to do a radio and print add for my project which will be about being more active.

Audience research

I created surveys for my audience, young people aged 16-19 to fill in. I asked them a variety of questions on the brief to get their thoughts. This helped me start to plan my advert as these survey results gave me a better understanding on what my audience want to see from my product. I asked them things like what topic of a better lifestyle they wanted me to cover. Based on the feedback there was a gap in the audience when it came to being active so this is what i then wanted my advert to be focused on. This step was helpful in my work as it helped me develop an audience profile on what they like and want to see from my product. I then asked what sports they like so i knew what sports to mention in my advert.

i Then did a follow up of a focused group to get more detailed info on what my audience wanted think when they do exercise which gave me ideas on what info i wanted to present and how i wanted to present my advert. Lots of people said how exercise makes them feel happier and improve their mental health. This is what inspired me to have the happy uplifting theme in my radio advert.

Since i decided to do a print advert i advert i asked them what draws them most into an advert and everyone mentioned the bright and eye catching colours as it draws their attention and makes them want to find out more. This made me aware that i had to use a colour variety in my advert. 

This feedback helped me reflect and produce a plan on what i would want to include in my advert. This Phase helped me move onto the pre production phase as it allowed me to gain brief ideas and plans for my project so i could start to generate drafts, sketches and other flat plans of what i would want to make my advert look like. 

Filming

When taking the shots for my print advert with the camera, I was able to teach myself  how to use a variety of things. i was able to practice using the camera, settings up the tripod as well as settings up shots. I used communication skills to tell my filming crew how i wanted my shots to look like so i could have them in position to do so.

Software i used

When editing i used 3 key forms of editing software:

- Adobe Premier pro 2022

- Adobe audition 2022

-Adobe Photoshop 2022

Premier pro let me edit my videos for the radio advert. Adobe audition let me alter the frequency and effects of my audio and Foley sounds. and Photoshop let me edit my print advert.

Skills i Learnt

During filming i used communication skills in order to give stage directions to my cast and crew in order to tell them where to go and how i wanted my shots to look. Such as where to go for the shot and what angle to take it at. I used technical skills to set up the tripod. Also i took some practice shots of my cast and crew to get use to holding and using a camera and all the tools it has to offer. That way i could get familiar with the equipment. 

Then going to post production i learned lots of technical skills by learning how to get good at various editing softwares to create my final products. 

During the editing process i learned how to use Premier pro like using the razor tool to trim audio files for my radio add. As well as how to transfer them to adobe audition to edit the frequency of the audio clips to make quieter voice overs sound louder as well as altering the sound of the various Foley sounds. I also downloaded music and sound effects and dragged it into Premier pro to edit the radio ad. I feel like i gained an increase in confidence in speaking into a mic when recording a radio ad. I also learned how to use different tones of voice to create a certain mood or vibe for the advert.

For the Print advert i used photoshop and used the shape tool to add various boarders around the image. I layered up these shapes to give it a vivid eye catching affect which will help grasp the audiences attention. This helped me experiment with designs and ways i could manipulate shapes to create a cool creative design for the poster, and a boarder that could go around it.

Problems that occurred during production

During the production phase there was many problems I encountered that stopped me making progress with the campaign. one of the main things was that when I was wanting to take the shots for my radio advert, it took a while to get a day of good weather. Since I started filming at the beginning of January, the weather was constantly cold, so therefore we had to postpone filming until we got decent weather conditions with good lighting from the sun.

When creating the radio advert i had a problem where i had to wait for a room to be booked for me to record the advert. To tackle this problem and in order to save time, I decided to record the voice over for the ad at home as i felt it was more beneficial as I could do it in my own time and not worry about other people needing to use the recording studio. When i did record the voice over, I was saying it into the computer which sounded slightly echoed. In order for my audio to sound clear, I decided to plug in a mic so it sounded clear.

Draft/ Experimentation

After filming i practised using Photoshop in order to try out the tools available to edit my project. in order to improve i didn't want to get feedback because i could tell for myself that this wasn't good. I wanted to improve this by adding another colour and maybe creating a black boarder around the image. Also i had multiple shots so i wanted to make an additional poster. By being responsible for my own mistakes this helped me understand what went wrong and what i needed to improve for my final product.

For my radio advert i practised reading my script into the computer. I then ran into the problem that it sounded too echoed, so i solved this problem by plugging a mic into the computer and reading it again and it sounded much more clear. I then decided to shorten the script to make it shorter as i wanted it to be short and sweet to interest my audience and retain their attention. By practising and practising at reading my script, this helped my get better at making my advert getting better. the trial and error of it helped me think of new ways to present it and say it differently. such as a tone of voice to use and the pace to read it at, and i wanted to briefly plan ahead what Foley sounds i would use and where they would potentially fit into the script. In the end i felt more confident reading scripts in front of a computer as before it was a bit daunting at first and i did not feel confident.

Final Products

From the initial draft earlier, i made some improvements. I altered the size and spacing of the text as this is what i like about the NHS's previous campaigns as the text is somewhat wrapped around the character which is what i like and wanted to include it in mine. The previous Better health campaigns used older people and targeted their campaigns towards an older audience. The brief for my project stated that I had to target it to young people aged 16-20 years old. so therefore i have included a young person. The NHS previous campaigns used 1 colour in the colour scheme to not complicate things for the older demographic to make sure this suited my older audience i used 2 colours, green and blue. I chose these colours as green matches the grass of the football field, and blue matches the NHS logo so therefore i thought it would suit the client. 

I chose white lettering as the previous campaigns used it and i like it because its simple but effective as it blends in with the dark green background. I separated the slogan into 2 segments as i wanted the " a little Exercise makes" and the "Big difference" to be read out separately as the words little and big. it sends a powerful message to the audience that a little bit of exercise a day can make a big difference in your life. one of those being a happier and better mental health which is one of the effects my audience told me in my focused group audience research.

As for the Mis en scene, i wanted to take the shot as i was actually running in real life to increase the sense of realism so in the still shot it looks like I'm actually running up to the ball. the audience should able to infer this based on the positioning of my body in this shot. I wanted to do an eye level full shot so the audience feel immersed in the advert by looking at this and seeing the camera as their perspective as if there in the shot looking at me who is running up to the ball. This type of shot looks motivational and will make the audience want to do exercise. For the lighting i didn't want the shot to be too light as i was inserting a light text and colours so we waited for a day where it was good weather but the sun wasn't shining too much on the field.

For clothes and props, i wore a football shirt on filming day to play the role of someone playing football to look like i was playing the part in order to make the shot look more realistic. I didn't need any props other than a football. this shot was taken with a camera and tripod. I chose to do football as the sport as since it was aimed at a young audience and based off research that football is one of the most popular sports in the country in young people.

 I went for a thin darker blue boarder around the image and NHS logo as i think this helps it stand out more than it did in the initial draft and helps it become more eye catching to the audience by having 2 colours.

For the slogan and letter layout. I chose it for the same reason as the last poster. The bright white letters help stand out on a dark green background. I wanted the slogan to be separated to help give a powerful message and by it being separated it will help give a strong message to the audience which will hopefully make them feel more motivated to do exercise. I also made the "big difference" part of the quote bigger than the first bit and brought it forward so it is big and in your face so it stands out to the audience. I think this helps give a strong message to the audience to persuade them to do exercise.

for the design it was inspired off the last one but this time i wanted to improvise to make it stand out more and be more unique. So to make the frame i used the shape tool in Photoshop to create rectangles and layer them onto of each other. So there was a big one and a small one to go underneath to create a line to separate the boarder from the image so it really makes the whole thing more i catching to the audience. i thought if i used 2 similar shades of green and made them opposite to each other it would make the poster look very eye catching to the audience, especially say if this was to be seen on social media you want it to stand out on a phone screen. Also after making the first poster i thought i could slightly tilt the rectangular frame to give it a unique and distinct look, not seen before on existing posters. It almost looks like a camera frame closing up on the frame. That's the type of effect i wanted to create. it makes it look more sleek as oppose to straight rectangles.

When filming I wanted to run up to the ball and actually take the penalty in real life so it looks realistic and not acted, and i got the camera man to take loads of shots in that moment so i could pick the one that looked best. I wanted a still shot of me literally about to kick the ball. this is because it looks intense as it gets the audience thinking what might happen next. This is all apart of grasping there attention. Say if both people were standing still about to start, or the ball had already went in the net, it wouldn't look exiting as you don't know what's happening, to you already know what's happened. By making it an intense and suspenseful shot, it helps to gain the audiences attention. Also going back to the audience, if the the characters in the poster are in an intense moment playing sport, this will persuade and motivate the audience to do exercise and maybe be in that position of playing football, or any sport in general.

For this shot i wanted it to be an eye level 2 shot as i wanted it to focus on both people as oppose to 1 person in the last poster. By going behind the person taking the penalty you really get the perspective of both people, and therefore the full picture of what's happening. Think the body language is well presented as it is in an intense moment, this makes the advert more interesting, and makes the audience feel more involved. This overall fits the clients needs as its an advert showing young people doing exercise which will therefore persuade young people to do exercise.

Radio Advert

This is my radio advert to persuade people to do more exercise. I start by talking in a sad tone of voice to create a sense of seriousness to show the bad effects of not doing exercise. This is to inform the audience of why they shouldn't be inactive and unfit as these bad effects will happen. This is to somewhat shock the audience so they feel a little bit worried to make them want to change their lifestyle. I then also include a sad tone of music that i found on Ben sounds to further add to this sad mood. I think by having sad music playing at the start, it automatically sets the mood of the advert before it even starts. I wanted to include statistics which is why i did a bit of research about young people getting obesity. This helps to shock the audience as it shows people the bad things that are happening to young peoples health and lifestyle. This should persuade them to change their ways in their lifestyle.

Then half way through the add the speech stops and the sad music fades out. This is because there is a change in theme. The advert goes from being sad to being motivational and inspiring to the young demographic. I also try to slightly change the tone of my voice so i sound a lot more positive and energetic, to try to inspire young people watching the advert to exercise. I also went on Ben sounds to find some positive uplifting music. This helps to fit in with the mood since it has changed to a positive uplifting mood, which is the complete opposite as it was from the start. I really like the music used as it helps the advert feel motivational and uplifting to the audience to really make them feel confident so they want to start to get into exercise. I also gather some Foley sounds to use to correspond with the sports that I'm talking about. I got a dog barking sound to go along with the dog walking. I then got some crunchy footstep sounds to sound like someone running. I then got 3 different sounds of a football being kicked. in order to sound like they were coming from different perspectives, i edited the frequency of them, making them either louder or quieter. this helps increase a sense of realism to the audience. I then include the sound of a crowd cheering so it sounds like the part of the advert came from a football game. I then fade the sound out to continue the script, and finish the advert.

I thought the use of  Foley sounds really help bring the advert to life and open the audiences imagination more to the advert and paint a better picture of whats happening since they cant see with it being a radio advert. It really helps immerse the audience into whats going to as there is realistic sounds going on so it sounds like these things are happening in the background. Things like the dog barking and crowd cheering i feel add a bit of comedy and quirkiness which will help to engage the audience but it also helps make the advert be more interesting. The sounds really help engage the audience and help it sound way more positive and uplifting then if i didn't put them in. It helps give the advert a bit of character. I feel like the sounds also help to grasp the audiences attention to want to listen to the advert fully to see what it is about. From the audiences perspective i would instantly think, well why has the producer put them in and what purpose does it serve. So they would then want to listen to it fully to get to know what it is about.

In the second part of the advert where i talk positively, I emphasise how the audience doesn't have to exercise alone and how they can do it with friends and family. This is because if you exercise alone, you may give up easily, get bored or not enjoy it as you are alone. if you are with others like friends or family for example, you can motivate each other to do better, and therefor you have someone to do it with which can increase your self confidence. To finish off, i then say the slogan of the campaign to close things off. I think the slogan is best to be said at the end as once its done, the audience are going to have a moment of thought, so if they have just heard the slogan, which summarises the key message of the advert, this is going to stick in their head most of all, so at the end they are going to take in and understand the message of the advert.

How The product suits the client/brief

overall i think this is good for the Client as it gives an insight into what happens to you if you don't exercise, which is intentionally is uses to shock the audience in order to strongly get the message across. this is all backed up by factual information. It then goes to a positive uplifting tone to motivate the audience into getting into being active. This matches the requirements of the brief as it advertises a healthier lifestyle and motivates young people to exercise, which is one of the key factors the client, (the NHS) like to promote in their campaigns. This also works for the audience as it is targeted towards young people doing regular little bits of exercise. Also it mentions what happens to young people late in life if they don't exercise. Therefore by having the shock factor in there, it persuades them to want to start exercising as they don't want these things to happen to them.

The project as a whole

Overall i think the project turned out well. This is because i gained positive feedback from the audience as they understand the message of my adverts and they understand how it motivates young people to do exercise. The radio advert presents a minor shock factor to teach the younger demographic what happens when you don't exercise and how it can lead to obesity and majorly affect your health in your later life. This then turns into a positive motivational speech to influence young people to exercise to make the audience feel influenced and motivated into doing exercise. If i was to create it again in the future, i would maybe try to practice a more positive uplifting tone of voice for the end of the advert. i would also try to talk about more types of sport and exercise.

The Print advert i think was good. I like the way i designed it and how it looks like a still shot of something that it happening. it shows positive energy of people doing exercise which will therefore make people doing exercise as they see people their age enjoying exercise so it will make them want to do it. If i was to do it again in the future i would do another poster of a different sport so i am not limiting my audience as not everyone likes playing football so therefore not everyone is interested in the add. also i would include a barcode to take them to the better health website so they can find out more about how to join there campaign. this will not only be informative for the audience, but will help promote the NHS as a business and make more people aware of the campaigns that they offer.