-- UNIT 6 Media Campaigns --
- 16slark
- Jan 25, 2022
- 8 min read
Updated: Sep 28, 2022
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The first stage of creating the social awareness campaign was to brainstorm ideas for the entire campaign. I created this mind map to write down every possible idea I have.
As part of my plans to create my campaign I went on. 'Recce' to find locations to shoot my videos and also places for the principle photography. As my campaign is about LGBTQ+ safety in schools I wanted to have the locations be in a school. Here are the images of potential locations for my principle photography.
The next stage of my social awareness campaign was to create the information that i would put on the posters and at the and of the videos.
The first task i started was creating my logo=
Here is my final logo idea-
I then moved on to creating names for the campaigns social media platforms and website-
The website-
The hashtag-
The social media accounts-
The next stage was to start creating story boards for my campaign videos.
I personally chose to make 3 short videos rather than one long one as my target audience much prefers short form content rather than long content.
Here are my story boards=
Video 1-
Video 2-
Video 3-
After creating the concept of my campaign i then performed a focus group. for the focus group i presented y idea to a group of people and received all their feedback about what i can improve and change about my initial idea.
Here is a picture of me during the focus group -
This focus group really helped me to improve my campaign. The group gave lots of suggestions and comments about how and what i can change about my campaign to make it better. After collecting all the notes from the focus group i went back to my idea and overall campaign and edited it more.
I then started to conduct my principle photography for my posters and videos.
The next stage was to start creating my posters and videos for the campaign. to create and edit the posters i used Adobe Photoshop and for the videos i used Adobe Premier Pro.
Here are some images of the process-
After creating the first drafts of my posters I then annotated my posters with edits i need to make to each poster.
These annotations really helped me to make changes to my poster. Because i was specific of what to change for each picture it means when i come to editing the posters i know exactly what to do to each of the images or text.
The next stage of the campaign was to create the social media pages, for this i took screen shots of my own social media accounts and used them as templates to photoshop the campaign versions.
Below are the templates and the final campaign versions
INSTAGRAM-
TIKTOK-
YOUTUBE-
After assembling and editing the first drafts my videos i then continued to editing the videos until i was happy with the outcome.
Below are links to my Social awareness campaign videos-
Video 3- https://youtu.be/uBrBkQPhxLA
Below are my final Social Awareness Campaign posters-
RESUBMISSION
New campaign video-
Reviewing my new video this is a better format for my campaign as the video can be edited into short individual question videos to post on apps such as TikTok. this would be more affective as short form content is more appealing to my target audience.
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Final Focus Group
I then evaluated how my campaign will be marketed and explained why i marketed my campaign is this way.
Link to Prezi below-
Unit 6- Evaluation of Campaign
Questions I asked my focus group
Looking at these screenshots, what would you say this campaign is about?
Does the logo explain the brand identity enough?
Is there a clear link between these posters?
Looking at this poster, what are two negatives and 2 positives of this poster?
Are the social media platforms I am using effective choices based on the target audience of the campaign?
Do the videos link to the posters?
How do you think the campaign links to its target audience?
What two things would you change about the campaign?
Would you say the colour scheme is eye catching and memorable?
Would you remember this campaign if you were to see one of the posters on public transport?
Analyse the feedback that you received for your final campaign
The first question I asked was what the group thought my campaign was about using posters and logos. All the group agreed that the campaign is about LGBTQ+, the next question was of a similar nature but was about the logo. The feedback suggested the logo did show off the brand identity. However, if the rainbow text were not rainbow then the brand identity would be lost. The next question asks if there is a link between the posters and the feedback tells me that there is a link, and they are easily identified as being part of the same campaign. It was important to find the positives and negatives of the campaign posters so that was my next question. The feedback told me that they are eye catching, have a clear link however the logo and information text should be larger. I then asked about the social media platforms I used to promote my campaign. The feedback I received told me that the platforms are good choices as they are popular platforms amongst the target audience. I then showed the group my campaign videos and then also my new resubmission video and asked if they linked to the campaign, the group all agreed that all the videos linked to the campaign. I then asked how the group thinks the campaign appeals and links to the target audience. The group said that because I used students in the posters it means that other students can relate to them due to being a similar age and in a similar environment. To add to this question, I asked what the group would change about the campaign. The feedback was that the logo could be more eye catching and represent the brand identity better. Next question was regarding the colour scheme. The group agreed that the colour scheme was eye-catching and memorable. The last question was about whether they would remember the campaign if they saw one of the posters on a form of public transport. All members of. The group said they would remember the campaign. Getting this feedback from a group has been helpful to understand what could make my campaign better. Even though I cannot change my current campaign, this feedback while help me in future tasks.
Explain how the strategies that you used met your original campaign aims
It was important for my campaign to have a strong brand identity to be memorable to the audience. When creating my campaign, I made sure It has a strong logo, colour scheme and be simplistic enough to be effective and memorable. Looking at my logo, it has a strong brand identity with the purple and pink and the rainbow font text also tells the audience what the campaign is about because rainbow is already strongly linked to the LGBTQ+ community. Another strategy I used was to promote my campaign on social media. This is because my campaign’s audience are digital natives. The audience for the campaign is students, to appeal to this audience I used social media accounts that are most popular amount's this audience. Another was the use of repetition throughout the campaign. All the posters and videos have the same text and fonts. Alongside the repetition of placement. This helps to create a clear brand identity and continue to make the campaign memorable. Another strategy I used was to be a social media-based campaign. The campaign interview video was made to be posted on social media. However, it was important that the campaign video can be cut up or edited into small sections. I chose this strategy as the target audience of the campaign has a small attention span so therefore, short form content would be more appealing for the audience. I also researched into other successful campaigns such as Stonewall, BLM and many more and took inspiration from them. I noticed that many successful campaigns would have a schedule of when their content was posted. My campaign content had a schedule of when the video would be released, and the posters release was staggered. This is due to social media algorithms. Social media platforms have algorithms, and this would mean the posts would not be as successful if they are all posted at the same time. I also noticed all the campaigns I looked at had hashtags to help promote their campaign and make the audience more active than passive. My campaign focuses on repetition as there are stereotypes of teenagers easily forgetting things, therefore repetition will help to prevent that. It was also especially important for the campaign to be simple and memorable. Using the slogan ‘ALL OF US’ was a choice I made as it is easily remembered but also reflects the brand identity and the messages the campaign is trying to portray. I also chose to promote my campaign on social media as the target audience of the campaign are digital natives. I researched into what the most popular social media platforms are amongst the audience and found that Instagram and TikTok are the most popular apps now. I have focused the arresting of the coping on these apps however as I know that new apps will become more popular over time, the campaign will continue to use the most popular apps to market the campaign and all the content can be easily transferred and shared to new apps to help reach the target audience.
Evaluate the overall effectiveness of your campaign
There are many aspects of my campaign that I would edit and improve such as I would change my logo and make the brand identity more recognizable without relying fully on the colour scheme. I would also like to have improved the timings of the project as I spent too much time on the videos that I did not leave enough time for editing the video, this therefore meant my video was not as good as it could have been. After re-filming and editing my resubmission video I now know that I should aim too high with the concepts of my videos as they all got too confusing. I also would have liked to change the font styles of my campaign. As though the font is too basic and does not grab people's attention enough. I also would edit my interview video so that it can be posted in shorter clips to be posted in a short form. I would also change the location I took the poster images in as I feel they do not represent a school enough. The short form content is the best idea for the target audience as they are digital natives with small attention spans. I think the use of, and the chosen, social media platforms was successful as these are popular amongst the target audience. The use of TikTok especially would be effect for the campaign as it is the most used app by the target audience and people do not have to be following the page to see its content. TikTok is also known for its use of short form content which would help me achieve my aim of using short form content that is more appealing to the target audience. Looking at my aims for this campaign it was effective to set a schedule of when the content would be posted as well as not posting a lot of content at the same time so that each post has the maximum level of engagement. The use of an audio visual also aided my campaign as the target audience’s attention span is already small and using copious amounts of text would make them not read it therefore short amounts of text and visual aids are a lot more appealing to the audience and more effect for the campaign. Looking at the pre-production work of the campaign. The use of story boards, mind maps and planning of shoot days made the whole production process a lot easier and quicker. After making the first drafts of my posters I also evaluated them and labeled what I would edit or change about them, this helped me to keep track of what I need to achieve and helped me to improve my campaign. The production process of the campaign went well, especially when I would step back and look at the campaign from afar to see whether it is eye catching and effected. The use of a recce was also extremely helpful as then I knew where I would be taking pictures or filming and therefore, I could wither book out the room or plan to get any props and equipment ready for the shoot. So overall, I would say that my campaign was successful and effective although there were elements I would improve, I would say that the campaign was clear and portrayed the messages I wanted to get across to my target audience.
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