Lo2 - Completed campaign material

Completed campaign material #1. 

Our idea for this poster was to show the texts between a young carer (blue) and the person he's caring for (white) in this case, his mum. We thought this was a good idea due to the fact that despite the poster only showing a small conversation it demonstrates the sort of activities in which a young carer would have to do daily. Which to a lot of people, 'ordering a taxi for someones chemo' wouldn't be something they'd ever really think about. Therefore, hopefully making people think about the campaign and making our target audience feel understood.

This poster also has benefits such as the visuals very strongly attracting our 12-25 year old target audience, due to the fact that the majority of them are digital native they'd probably be looking at their phones with the same text denotations all day, making it very relateable and catching their attention. The poster will also catch our audiences attention since people like to be nosey and listen into others conversations or read text conversations.

We again added contact information and details regarding where to find out more information on the campaign at the top and bottom of the poster. However, this text is smaller and subtle as due to the amount of writing on the poster already we didn't want to distract our audience from looking at that and understanding the key message. The wording choice here says 'do you care for somebody with cancer' therefore making the poster a little more target towards young carers since the previous version didn't really mention young carers anywhere on it and you'd most likely have to read the entire poster to understand it's context, whereas here it's a little more clear.

The text at the bottom also has more persuasive language and tries to make the young carers feel special and as though we understand them, hopefully increasing their chances of getting in contact with us, as we're clearly stating that we want to help and we want their voices to be heard. 

Lastly the #makeyourvoice heard hashtag at the top of the page helps reinforce the theme of social media and therefore attracts our digital native 12-25 year old target audience. We made the hashtag one of the biggest elements on the page due to the fact that this hashtag will be used across all of our different ads on different platforms, creating synergy and recognition towards our brand due to the phrase being short, snappy and memorable. 

Completed campaign material #2

Me and my partner decided to make the audio visual advert and the poster advert around the same time, we wanted to have the same sort of idea shown across each advertisement, this idea was a checklist. We started off our poster by having a checklist however later changed it to being a text conversation, however we linked how the audio visual denoted so we stuck with it for the AV advert. 

The video demonstrates many things, such as the that fact that this young carer is a digital native due to his use of technology and urban way of writing a checklist. Making the video instantly relateable to our 12-25 year old target audience due to the fact that they'd also presumably write a checklist this way since people of this age have been brought up with technology. Other elements such as the fact that the person writing the list has to check his 'mums' pills and study for a maths mock also make you think that they person is young since an older, more reliable person wouldn't really have to remind themselves do do some of the things on this list. 

Due to this, other elements on the list such as 'google council tax' help create sympathy towards the young person writing the list and hopefully help raise awareness to people watching regarding how hard it really is for young carers since they have so many responsibilities at such as young age. This aspect of sympathy is the further emphasises by the fact that he had to delete the 'go clothes shopping' since it's connotes that they don't have time to be a normal teenage or even go out to buy clothes. We wanted to include these things in order to also make the young carers feel understood and taken seriously, hopefully increasing their chances of getting in contact with us. 

The text at the end of the audio visual is cut up into three different sections, this is done to break down the informational, make it easier to understand and read. Plus, this way of revealing information is conventional to real adverts, particularly NHS based ones, as the slides are simple, serious and clear to read which is important as the text is crucial in regards to making the advert make sense. The first slide denotes our synergistic '#makevoiceheard' hashtag at the top of the slide again being one of the biggest elements on the slide, helping reinforce our brand throughout each different advertisement.

The second slide includes a sentence reading 'Tell us your experience as a young carer', this sentence helps not only persuade our audience to get in contact but it also helps gives the advert context and makes the adverts purpose clear since we're clearing stating that the advert is about young carers. I think this advert structure is good as it doesn't give away the purpose of the advert straight away, making the viewers want to carry on watching in order to understand - therefore making the ad more memorable. This slide is also accompanied by contact information so that the young carers know where to get in contact with us, and it's fitting with the 'tell us your experience' sentence as it's giving you a place to do so. 

The thrid slidee the Cancer Alliance logo by it's self,  the logo is not only conventional to a real advert since every advert belongs to a brand, giving the ad a more professional and realistic denotation - but, it being there also helps give our brand recognition as our audience will see the adverts often, making the campaign and brand well known, causing more young carers to hopefully reach out.

Lastly,  you can clearly hear the keyboard sound effects, I think this feature makes our advert appear much more realistic and professional since everything correlates perfectly with one another. These SFX also help our advert attract our digital native as they will be used to hearing this 'texting' sound and therefore the advert will be relateable and appealing to them.

Completed campaign material #3

For The social media posts, we decided to have them demonstrating similar visuals to the poster. For example, the young carer is texting his friend saying he can't play football because his mum's ill, or texting his friend asking for them to ask their mum how to pay council tax. 

Since these posts would be most likely recommended more than the poster would be seen out in public, we wanted to change up the ads in order to keep people intrigued by the campaign. We think these different text scenarios perfectly demonstrate the daily problems a young carer would face without being too complicated in regards to visuals and text, therefore being conventional to a real social media advert since they're typically minimalistic. 

As you can see, in these different text conversations, the only person that has responded to him is him mum, whereas everyone else has ignored him, as demonstrated by the 'read' receipt below the text. This is done to emphasise the fact that young carers should 'make their voice heard' instead of constantly being ignored. Especially due to the fact that other kids may not want to associate with young carers since being a young carer is seen as strange to a lot of teenagers that don't have to deal with these type of situations, making them not want to listen to what they have to say.

This image shows you what all of the different posts will look when uploaded onto our clients social media account. Allowing you to see how our target audience will view the campaign. From this perspective you can't see the posts very clearly however this only how to posts will look when the audience are scrolling through the account, when they actually click on the posts or see them on their timeline, they will be much bigger and easily able to read. However, despite them still looking small from this perspective you can make out the fact that the young carer is sending texts to people and getting ignored, therefore still demonstrating the basic context of the campaign.

We're really happy with the overall denotation of these social media posts due to the fact that they look really polished and realistic, they all also look very similar and therefore our audience will hopefully recognise each separate post as being part of the same campaign. After sending these posts to our client and gaining feedback telling us that they're really happy with the outcome we don't feel the need to adjust or change them, this is also due to the fact that this concept was used for the poster and therefore we already knew that our client would be happy with the idea and denotation of the posts.