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Alcohol awareness   powerpoint presentation
   The NHS aim to provide
    high-quality, effective
    health-care for its patients,
    and also aims to raise
    awareness of issues surrounding general health.

   The college nurse and Ian Perrier/the Cash Clinic,
    aim to raise awareness about the college‟s drop-
    in sessions and encourage more students to seek
    help with any health-related query they may
    have.
The possible options the client provided us
were:

 Sexual Health
 Obesity
 Smoking
 Mental health
 Alcohol Awareness
   I chose to research alcohol
    awareness as it‟s something
    that     affects     a    large
    percentage of teenagers and
    can have major health
    implications     that    young
    people     don‟t    take    into
    account.

   The Big College Health Check
    - these graphs indicate the
    frequency of student alcohol
    consumption, as well as how
    receptive they are to college
    support services.

   The focus group carried out
    towards the end of last year –
    indicated students weren‟t
    aware of the college nurse‟s
    location/times of availability.
   The campaign is targeted at young people aged
    16-19.

   Demographics = aimed at young people in the
    Darlington area, and is also aimed at all socio-
    economic groupings.

   It is common for young people to be unreceptive
    towards health-related campaigns.

   The majority of young people partake in activities that involve drinking excessively,
    smoking, and, in some cases, taking drugs.

   Secondary audience = older students/parents/younger students.
My Aims
   To remove potential AIDA barriers.

   To encourage students to seek help
    from college nurse/Cash clinic.

    To raise awareness of         issues
    surrounding binge drinking.
Genre Research
viral advertising:
 Viral     advertising is a
    means of communicating
    advertising messages via
    the internet.
 Is viewed as a „word of
    mouth‟ tactic – cheaper
    because of this.
 It encourages people to
    spread     the    message
    along voluntarily.
Genre Research
social advertising:
    Usually consists of adverts that portray
     negative and realistic imagery regarding
     a particular topic.

10 golden rules:
    De-saturated colours
    Images deploy realism
    Comparisons are invited
    Audiences empathise
    Absence becomes presence
    Adverts are instructional
    Second person narration is compulsory
    Lighting is dramatic/shadows are your
     friend.
    Copy can be more extensive
    Refer to your audience pictorially

   This research has helped me in the way
    that it gave me a clearer understanding
    of what elements are most effective to
    use in my campaign.

   It also indicated to me that even
    elements such as lighting and the amount
    of imagery or text used can make a big
    difference in the campaign‟s delivery.
Genre used in Campaign:
   For my campaign, I decided to use social
    advertising to convey my message to the
    audience.

Which did I choose?
 I chose to cultivate de-saturated colours,
   realistic imagery, audience empathy,
   second           person        narration,
   dramatic/shadowed lighting, and pictorial
   tactics into my campaign.
Audience Testing Results
My second campaign of the two was put
   forward.

Quotes:
 “The magazine layout is colourful and
   eye-catching, but at the same time it‟s
   not too cluttered with images and text,
   so it‟s not off-putting”.

   “The email is effective because nearly
    all young people use the internet, so
    everyone will see it”.

   “I like true stories, but the story about the
    girl killing her boyfriend is a bit extreme
    and surreal”.

   “The magazine cover might be even
    more effective if there‟s an advice
    column on there for students to mail
    their concerns in”.
Viability Research
   Total income    for   campaign    =
    £10,000.

   Whilst carrying out the research, I
    found out my second campaign
    (and chosen campaign) is more
    expensive to produce than the
    other initial campaign.

   Campaign’s total expenditure =
    £5,084.

   Campaign’s net profit = £4,916.

   Although it’s more expensive to
    produce, it was the favoured
    campaign of the three.
 An A4 magazine cover
 A magazine single page article
 An A4 poster
 An email
 Minor elements = badges and T-shirts
   Magazine research

 As media prod
 Magazine powerpoint


   Analyse a magazine
• Title “Drunk Weekly” – spin on mags such
as “U.S. Weekly”.
• Advertising elements (“Picture of the
Week”, “Magazine Quiz” etc) to lure
audience in.
• Message from the NHS – to let audience
know who’s associated with mag.
• Free “gifts” to attract audience to buying
magazine.
• Dimmed, de-saturated realistic imagery –
to emphasise negative light on binge
drinking/enable audience to relate to
imagery.
• Advice column – to ensure the audience
feel as though the NHS genuinely care.
• Cheap to avoid putting audience off
buying it.
• True stories – shocking and will leave
audience wanting to find out what
happened.

• Imagery – young girl looking depressed
with what she’s done – adds to dark,
negative feel of article.

• Story gives off the message that drinking
too much alcohol can lower your senses –
can result in severe consequences.
• Dead boy lying with cuts and bruises –
shocking and morbid – shows extent of
damage binge drinking can cause.

• Imagery – will make audience look twice
with its shock-factor.

• Boy – labelled with “Still dying for a
drink?” sign – gives off impression he’s
just another labelled “statistic”.

• Lighting over imagery – will be narrow
and de-saturated to emphasise negative
message.
My Campaign:
   Email
• Boyfriend slumped over grave crying;
evokes sympathetic response from
audience.
• “Fun-loving and always loved a good
party” engraved on gravestone – shows
you don’t have to be a bad person to die of
alcoholism.
• Dates of birth and death on gravestone –
indicates she’s 18; enables audience to
relate to it more.
My Campaign:
 Minor elements
   Minor elements such as
    badges and T-shirts –
    tactic   to    familiarize
    audience with campaign.

   Maintains campaign‟s
    slogan.

   Consists of little text and
    eye-catching colours.
Brand Identity – how do all the ideas
  link together?
   The campaign‟s slogan – “Still dying for a drink?”

   Same title font for both the magazine cover and
    article – enables audience to associate ideas with
    each other.

   Shocking     and  realistic imagery    consistent
    throughout campaign – familiarizes audience with
    calibre of campaign‟s imagery.

    NHS logo is present on all ideas – indicates who‟s
    associated with campaign.
   A4 magazine pages and posters = 1000.

   Badges and T-shirts = 500.

   The magazine will be distributed within the
    college; the posters will be put up in
    corridors and toilets.

   Final cost to distribute campaign = £5,071
Recap of Aims:
   To remove potential AIDA barriers.

   To encourage students to seek help
    from college nurse/Cash clinic.

    To raise awareness of         issues
    surrounding binge drinking.
Alcohol awareness   powerpoint presentation

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Alcohol awareness powerpoint presentation

  • 2. The NHS aim to provide high-quality, effective health-care for its patients, and also aims to raise awareness of issues surrounding general health.  The college nurse and Ian Perrier/the Cash Clinic, aim to raise awareness about the college‟s drop- in sessions and encourage more students to seek help with any health-related query they may have.
  • 3. The possible options the client provided us were:  Sexual Health  Obesity  Smoking  Mental health  Alcohol Awareness
  • 4. I chose to research alcohol awareness as it‟s something that affects a large percentage of teenagers and can have major health implications that young people don‟t take into account.  The Big College Health Check - these graphs indicate the frequency of student alcohol consumption, as well as how receptive they are to college support services.  The focus group carried out towards the end of last year – indicated students weren‟t aware of the college nurse‟s location/times of availability.
  • 5. The campaign is targeted at young people aged 16-19.  Demographics = aimed at young people in the Darlington area, and is also aimed at all socio- economic groupings.  It is common for young people to be unreceptive towards health-related campaigns.  The majority of young people partake in activities that involve drinking excessively, smoking, and, in some cases, taking drugs.  Secondary audience = older students/parents/younger students.
  • 6. My Aims  To remove potential AIDA barriers.  To encourage students to seek help from college nurse/Cash clinic.  To raise awareness of issues surrounding binge drinking.
  • 7. Genre Research viral advertising:  Viral advertising is a means of communicating advertising messages via the internet.  Is viewed as a „word of mouth‟ tactic – cheaper because of this.  It encourages people to spread the message along voluntarily.
  • 8. Genre Research social advertising:  Usually consists of adverts that portray negative and realistic imagery regarding a particular topic. 10 golden rules:  De-saturated colours  Images deploy realism  Comparisons are invited  Audiences empathise  Absence becomes presence  Adverts are instructional  Second person narration is compulsory  Lighting is dramatic/shadows are your friend.  Copy can be more extensive  Refer to your audience pictorially  This research has helped me in the way that it gave me a clearer understanding of what elements are most effective to use in my campaign.  It also indicated to me that even elements such as lighting and the amount of imagery or text used can make a big difference in the campaign‟s delivery.
  • 9. Genre used in Campaign:  For my campaign, I decided to use social advertising to convey my message to the audience. Which did I choose?  I chose to cultivate de-saturated colours, realistic imagery, audience empathy, second person narration, dramatic/shadowed lighting, and pictorial tactics into my campaign.
  • 10. Audience Testing Results My second campaign of the two was put forward. Quotes:  “The magazine layout is colourful and eye-catching, but at the same time it‟s not too cluttered with images and text, so it‟s not off-putting”.  “The email is effective because nearly all young people use the internet, so everyone will see it”.  “I like true stories, but the story about the girl killing her boyfriend is a bit extreme and surreal”.  “The magazine cover might be even more effective if there‟s an advice column on there for students to mail their concerns in”.
  • 11. Viability Research  Total income for campaign = £10,000.  Whilst carrying out the research, I found out my second campaign (and chosen campaign) is more expensive to produce than the other initial campaign.  Campaign’s total expenditure = £5,084.  Campaign’s net profit = £4,916.  Although it’s more expensive to produce, it was the favoured campaign of the three.
  • 12.  An A4 magazine cover  A magazine single page article  An A4 poster  An email  Minor elements = badges and T-shirts
  • 13. Magazine research  As media prod  Magazine powerpoint  Analyse a magazine
  • 14. • Title “Drunk Weekly” – spin on mags such as “U.S. Weekly”. • Advertising elements (“Picture of the Week”, “Magazine Quiz” etc) to lure audience in. • Message from the NHS – to let audience know who’s associated with mag. • Free “gifts” to attract audience to buying magazine. • Dimmed, de-saturated realistic imagery – to emphasise negative light on binge drinking/enable audience to relate to imagery. • Advice column – to ensure the audience feel as though the NHS genuinely care. • Cheap to avoid putting audience off buying it.
  • 15. • True stories – shocking and will leave audience wanting to find out what happened. • Imagery – young girl looking depressed with what she’s done – adds to dark, negative feel of article. • Story gives off the message that drinking too much alcohol can lower your senses – can result in severe consequences.
  • 16. • Dead boy lying with cuts and bruises – shocking and morbid – shows extent of damage binge drinking can cause. • Imagery – will make audience look twice with its shock-factor. • Boy – labelled with “Still dying for a drink?” sign – gives off impression he’s just another labelled “statistic”. • Lighting over imagery – will be narrow and de-saturated to emphasise negative message.
  • 17. My Campaign: Email • Boyfriend slumped over grave crying; evokes sympathetic response from audience. • “Fun-loving and always loved a good party” engraved on gravestone – shows you don’t have to be a bad person to die of alcoholism. • Dates of birth and death on gravestone – indicates she’s 18; enables audience to relate to it more.
  • 18. My Campaign: Minor elements  Minor elements such as badges and T-shirts – tactic to familiarize audience with campaign.  Maintains campaign‟s slogan.  Consists of little text and eye-catching colours.
  • 19. Brand Identity – how do all the ideas link together?  The campaign‟s slogan – “Still dying for a drink?”  Same title font for both the magazine cover and article – enables audience to associate ideas with each other.  Shocking and realistic imagery consistent throughout campaign – familiarizes audience with calibre of campaign‟s imagery.  NHS logo is present on all ideas – indicates who‟s associated with campaign.
  • 20. A4 magazine pages and posters = 1000.  Badges and T-shirts = 500.  The magazine will be distributed within the college; the posters will be put up in corridors and toilets.  Final cost to distribute campaign = £5,071
  • 21. Recap of Aims:  To remove potential AIDA barriers.  To encourage students to seek help from college nurse/Cash clinic.  To raise awareness of issues surrounding binge drinking.