SMILE AC:1 Informing ideas. Existing product research

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Existing product analysis AC:1

In this post I have watched examples of mental health charity promotional videos and identified common codes and conventions of this type of advert and what I can take from them and include in my product. this will help me with my project as I can take features from these examples and use them to get my message out effectively. 


https://www.youtube.com/watch?v=jBS7v-v5oMo


This is an advert created by CAMH which follows a girl suffering from anxiety disorder. The message of this campaign is to make people realise that mental health is equally important as physical health. There is a very effective use of quick scenes showing the girl panting. This is effective at conveying a message; ‘mental health is health’ as it shows her in physical discomfort. This induces emotion in the audience as visually experiences the effect of her disorder will have more of an impact than just hearing her. the camera is constantly moving backwards throughout the video away from her. This is effective at creating a dramatic effect and adding to serious tone of the campaign. I think the main target audience for this production is anyone up to the age of 18 as that is the cut off point where cahms stops offering people support.

The lighting is very dim and fades around the sides of the frame which creates tension in the audience and may have been done to reflect how people with anxiety disorders feel. The light tones of the pillows, her shirt and face contrast well with the darker background and forces the audience to focus more on the main character and helps convey the message of the advert more effectively. 

The advert effectively pushes the message that mental health is just as important as physical health. the colours, camera techniques and quick, snappy shots work very well together to create a dramatic and moving 

https://www.youtube.com/watch?v=GBwwosvCF0c

This is a series of advert campaign by ad council, a non profit company which specialises in the distribution of public service announcements with funding of various sponsors and agencies of the US Government. It instructs people on the best ways to bring up the topic of mental health with your friends and highlights the importance of speaking and opening up with your friends. The series is called ‘just ask’ and it contrasts quite a bit from the typical mental health adverts. The music is upbeat, the lighting is bright and warm and it has a positive tone. Upbeat music and warm lighting help effectively convey the message to the audience as it makes them less uneasy and makes it easier and more enjoyable to watch. Some episodes of the campaign feature popular internet celebrities in order to be more appealing to a younger audience and make them more likely to take the message seriously and listen. Judging by the lighthearted and humorous tone of the advert I would put the target audience for this promotional video as 13-25 year olds. 

This campaign is effective at conveying it's message as it does a really good job at reaching it's target audience; its humorous, light hearted and easy to watch. the message is very clear and easy to understand. 

https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/

This is a campaign from NAMI (national alliance on mental health) and is part of a series of internet promotions. There is an important message in these promotions and it is that mental health is not always visible and that just because you can't see them visibly, it doesn't mean they are not valid. The poster contains dark tones that contrast with each other and with the white text. it features statistics, "1 in 5 Americans suffer from a mental disorder" "60% do not receive treatment" this may be to validate what they are saying and make it more convincing. because this promotion is online based and promoted on social media, I would put the target audience at 18-29 as that group was identified as using social media sites the most. 

This campaign effectively raises awareness for mental health. however, the text is not easy to follow because of its positioning and colours. the white text is brighter and is what the brain notices first. it is also larger and bolder because of the contrast with the dark shirt. other than that it portrays an important message and backs it up with statistics. 


 


 





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