Evaluation

The two media products that we created for our campaign were a documentary demonstrating our target audience, research and the aims of our campaign. Our other media products are three print campaigns.  I created two posters and a leaflet because I found posters more effective and appealing to the target audience, however I also wanted to create a leaflet to offer the target audience more information and vary from the posters and create a noticeable difference between my print campaigns. I used the same girl in my print campaigns as we did in our documentary; this forms a links between our two products and creates campaign continuity. I have linked my posters together to create continuity in the campaign using a black, white and green house scheme. We used this in our logos, posters and documentary. We also used the same font on all of our campaign products, this again creates brand continuity, this is used not only as our text and in our logo but also for the web address and social networking links.

When we began researching the campaign we were given a brief that stated that the aims of the campaign was to “engage and inspire as many people as possible, exciting them about the possibilities in their own locality” and “to encourage them to participate in the renewal or protection of this local space” this showed us that we had to focus our research on successful campaign in the local area and possible places to regenerate. We researched several different age groups in a wide range of age groups, however we researched teenagers in the most details because being teenagers ourselves, we understand the age group more than any other and after our research into why teenagers need space, we chose teenagers as our target audience for this reason.

During our research we learned a lot about the different product codes and conventions and tried to use this in our own campaign. We used several conventions like logos, slogans and statistics in our products to make the campaign more appealing to our target audience and use interesting techniques to show our research and information in a more visual way. We created several social networking pages like Facebook, Twitter and Tumblr to involve digital media in our campaign and make our campaign more appealing to teenagers who statistically use social networking sites more than any other age group.

We decided our target audience very early in our campaign planning as we agreed that considering we are both teenagers ourselves and we feel that there is very little to do in Baldock, it seemed like an obvious decision. In our documentary we used teenagers who we thought were relatable and responsible rather than a negative stereotype sometimes believed by older generations, this was to show that teenagers would be interested in the campaign and demonstrate our understanding of teenagers. We designed our logo with teenagers in mind; we used an 8 instead of ‘ate’ to make it look like a text, because teenagers stereotypical use smart phones and social networking more than any other age group. We also used the phrase ‘it’s up 2 u’ to create continuity in the campaign. In our print campaign and documentary we used a typical teenager to represent all stereotypical images of teenagers.

Representing teenagers was very important in our campaign because our target audience is teenagers, so if we used offensive stereotypes we would offend our target audience and have a negative effect for the campaign. We tried to accurately represent teenagers in our campaign by showing both boys and girls and a range of ages from 13 to 16, we also try and accurately show how teenagers dress, with simple clothing like jeans, t-shirts and hoodies to show our understanding of our target audience, we also play popular music in our documentary which relates to teenagers either by being written by a young artist or in the case of one of the songs used ‘Don’t you forget about me’ which is a famous anthem from a legendary film about teenagers, which shows our knowledge of our target market group. In our documentary we used more serious interviews to demonstrate the issue we were trying solve however we also included some positive flashbacks to show the potential of the park and demonstrate our knowledge of our target audience.

We created two timetables to schedule when we filmed our documentary and when we took photographs for our print campaigns. It was important to stick to the schedule because we needed to meet the deadlines set for us.

We didn’t use any vulgar language or images in our campaign to avoid causing offence. We didn’t reference other local campaigns or mention other people or products in our campaign to avoid offending or disrespecting them.

I think we worked well as a team, we discussed our ideas together as a team and came up with ideas we were both happy with. For our print campaigns we discussed ideas together and ways to link our print campaigns together and with the documentary, then we each created three print campaigns. For the documentary we wrote the scripts together, did the filming together and then did the editing together. I personally think we worked well together and contributed equally.

I think that we had several successful aspects of our campaign for example we received a lot of support on our social networking pages, like Facebook and twitter, we were happy with the amount of feedback we received from teenagers about our campaign this showed us that we were successful with our target audience, which was one of our aims for the campaign. I was also very happy with our documentary because despite its flaws it took a great deal of work and we are extremely happy with the results.

I would improve the campaign by re-filming the interviews with better sound quality because we had some issues with wind, also in some cases like the scenes shot indoors we could re-film with a brighter lighting to make it look more professional. We would like to show a larger variety of teenagers because we feature more girls than boys and if I were to improve it I would use an equal number of males and females to show that the campaign is aimed at both sexes. Also I would like to go into more detail about some other information about regeneration, our campaigns and the aims of our campaign in both our documentary and my leaflet.

Final Poster Draft-Poster

My Final Print Campaign-Poster

Our Final Documentary

This our finished Documentary, we use interviews with different ages and sexes of teenagers to demonstrate our target audience. We used flashbacks to show that Buff's Field was once extremely popular but was neglected in the last view years, this shows that the field isn't fulfilling it's potential. We use several different locations to make show our knowledge of our target audience, successful regeneration projects and Buff's Field to show the aims of our campaign. 

Our Storyboard

This is the story board for our Documentary it shows all of the subjects we find relevant in our initial ideas brainstorm. 

1. The first slide is a rhetorical question, this will capture the audience's attention and will make the audience think about the issues shown and the aims of our campaign. Similarly to our Logo it uses a white and green colour scheme with the most important word highlighted in a green font to make it stand out. The dark background makes the writing more obvious. 

2. A teenager answers the question 'What is Regeneration?' in simple language to make it accessible and relatable to all teenagers.We used a teenager because the target audience would most likely respond better someone at similar age to them explaining it to them. The teenager is dressed casually , in way you would expect teenagers to dress to make the teenager more relatable to the target audience.

3. We use the same font and colour scheme on the slide to create continuity in our campaign . We ask the question "Why is Regeneration important" this makes the audience think about the campaign and the issues we are trying to solve.

4. We used the same girl as before because the subject of the two interviews are extremely similar so we used the same teenager for both to make the interview clear and easy to understand. This would be filmed in a typical teenage bedroom to show authenticity and make the campaign more relatable to teenagers

5. We will use a slide similar to the others with the same colour scheme to create continuity in our campaign. 

6. We use a different teenager show a different representation of teenagers. We show an example of a successful regeneration project in Avenue park to show that the aims of our campaign are not unreasonable. We show a teenager in Avenue park to show that there is nothing appealing to teenagers in the park, this shows the need for teenagers to have their own space.

7. The word teenagers is highlighted to show the target audience that our main concern is that teenagers don't have a place to go. This would make teenagers feel as if the campaign would specifically help them.

8. We  show a teenager explaining the issues with Buff's Park to show that teenagers are interested in the campaign but also highlight what could be done to make the field appealing to teenagers. This shows how the campaign would affect the target audience and how we could benefit them. We shot this scene in Buff's Field so the target audience would appreciate what a terrible state the field is in. 

9. Our Last slide shows the regener8 slide which shows the brand of the campaign and references our campaign in particular .

10. We show a teenage boy so both sexes are represented. We show a teenager looking happy and enthusiastic about our campaign, this shows that our campaign is something that will appeal to teenagers. 

11. The last slide shows our company logo, Campaign logo, slogan and contact details so the target audience will immediately have the option to get involved. This is the last thing we show so the audience will feel empowered and want to get involved and then be given a way of doing so.  This would be the thing they would remember. 

Final Print Campaign - Leaflet

Our First Draft of our Documentary

This the first draft our documentary, we intend to improve the sound quality, re-film the interviews and include some examples of other age groups and genders.