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.

Documentary Scripts

What is regeneration?
Regeneration is developing an existing area and turning it into something that will benefit the community. It can affect an area positively socially, economically, environmentally and aesthetically. 

Why is regeneration important? 
Regeneration is important because it uses Brownfield sites which mean that Greenfield sites in the country are preserved, which is better for the wildlife. Fewer materials are needed as you can reuse old ones and it means that the facility is in a densely populated area and will be used by more people. 

How does regeneration affect community? 
The regeneration of Avenue Park in 2012 shows how regenerating an area can have a positive impact. The children are now happier and have somewhere to go. This is Avenue Park. A few years ago it was in a similar state to Buffs Field; neglected and dismal. Now with the new equipment it attracts more children and is so much more fun. A similar project should happen at Buffs Field, with apparatus designed for teenagers such as a skate park. 

Why do teenagers need space? 
I enjoy having somewhere with my friends where I can meet up and relax, however there aren’t many places where you can do this locally. In my opinion, having a community area is one of the most important things in a town. It gives people somewhere to go and they have plenty to do in their free time, such as socialise, start clubs or hobbies and play sports. This field is an example of somewhere where lots of people could come together and play sports- Baldock FC used it for training. It offered a chance for people to get fit which is not something teenagers are generally enthusiastic about. They would rather stay indoors watching TV or on the internet. This is bad for both their physical and mental health- it damages their creativity. Community areas also encourage people to meet and chat with new people. This can be done through groups or clubs. Baldock community centre offers dance classes, fitness groups and language classes, things proven to help people feel better about themselves. In places where there are no community areas there is less for people to do and not as many opportunities for people to socialise. These areas tend to have higher crime rates, especially in young people. 


What is regener8? 
Regener8 is a local campaign created by and for teenagers. We want to make Baldock a place where teenagers can be happy. We think the way forward is to restore Buffs Field in Baldock to its former glory. This could be done by building a small skate park, refurbishing the old building and doing up the football pitch. To do this we need the support of teenagers from not only Baldock but the surrounding areas to to raise awareness of the issue and get our ideas in the public eye.

Print Campaign Draft 3-Poster

Print Campaign Draft 2-Poster

Media Interviews Rengener8

Draft of my First Print Campaign

Locations we will Use in our Documentary

Avenue Park

• We used Avenue Park as an example of what Regeneration can achieve because Avenue Park was regenerated a few years ago but with children as it's target audience meaning there is very little that would appeal to a teenager 

The building on Buff's field

• We use this to demonstrate how bad the condition of the field is because the building shows the most damage with broken glass, graffiti and broken window ledges. This is a building we would like to be regenerated. 

Buff's Field

• This is the area we would like to regenerate, it is important for this to heavily feature in our documentary to show our audience what we would like to regenerate and why. 

Typical Teenage Bedroom

• This is a typical teenage bedroom, which we will film an interview in. This looks like a typical teenager's room and represents our target audience.

Initial ideas-pros and cons

Places to regenerate-Buffs Field 

Pros

• Large empty space, not being used 
• Good location
• Could be easily renovated into a football pitch

Cons 

• Already being used by dog walkers

Target Audience 

Pros

• We understand them being that age ourselves 
• It's easier to connect with age group over social media 

Cons

• Not many teenagers are interested in helping their local community 

Documentary 

Pros

• Can sufficiently get our point across to our target audience  
• Engaging and can interest target audience
• Gives us more potential to explain our aims 

Cons

• Long, teenagers may get bored
• Too long to be an advert on TV 

Print Campaigns-Posters 

Pros

• Attention grabbing
• accessible to teenagers 
• Sums up campaign 

Cons

• Not much information given, more could be given on a leaflet. 

Social Networking

Pros

• Cross Media Platforms 
• Attracts teenagers attention
• Most teenagers have social networking pages like Facebook, twitter or tumblr 

Cons

• Not all teenagers use social networking sites 

Our Two Linked Products.

Our two Linked products are our print campaigns and our Documentary because we believe they will be the most appealing methods to our target audience. 

This is an example of our first print campaign. 

Our Second campaign is a video documentary focusing on why the land should be regenerated and demonstrates the target audience. 

Presentation and Class Feedback

Positive Feedback

'Good ideas. '

'I found their video very effective, it made people want to watch it'

'Good poster design, fabulous ideas'

'Very good presentation'
'Good understanding of target audience and clear voices from both'

'Smartphone Logo (target audience). Good use of stats. Logo and Poster good. Video good.'

'Speaks clear and loud'

'Presented well, both spoke loudly and clearly. Answered all questions within the presentation and covered all areas of progress. Great logo and poster ideas, e.g. smartphone attracts target audience. Great use of statistics and conventions. Links back to the brief.'

Things to improve

'The posters are all the same and rather plain and could do with different types of posters and not reading off a script.'

'Speak a bit slower have more people in your video'

'Video sound could if been better and abut too much writing but nice PowerPoint'

'Polly spoke a little to fast to understand what she was saying sometimes and they went through the slides quite quickly'

'Couldn't hear what was being said in their film.'

'In their advert they need to cut out the interferance with the mic'

 A bit difficult to hear the documentary

Clear presentation with good ideas and great end products. Spoke clearly and explained everything with good points

'A lot of writing but I couldn't see it. 

 Couldnt really hear the film beucase of the wind and cars

Campaign Ideas- Brainstorm

Final Campaign Name, Logo and Slogan

We have decided to use the Name Regener8 because out of all the names with researched (e.g FreeSpace and Anti YOLO) we thought it had the correct balance between professional and serious and relate-able to teenagers.

The phone suits the Target Audience most because it is a desirable object to the teenagers rather than an older outdated phone or gadget. We chose to use a phone instead of another gadget because the phone represents the fact that teenagers are very social and this could also link to our social networking sites. 

We choice the slogan because it has brand continuity with the with our name and logo.

Final Target Audience

Our Target Audience is Teenagers. We want to regenerate Buffs Field park into a place designed to suit the interests and tastes of teenagers. Teenagers need their own space because they're to young to have their own house or flat but also to old to suitable for most community areas.  

While Avenue Park was recently regenerated with new playground equipment and a sports field but there is nothing appropriate for teenagers. Most teenagers in Baldock spend their free time at home, at cafes or at Tescos, this clearly shows the lack of community areas in Baldock. We would like to create a park specially for teenagers, with football and rugby equipment, new benches that aren't rotting and we'd like to refurbish the old on site building into changing rooms or a meeting room where youth clubs could meet. 

Our Target Audience are teenagers between the ages of 13 and 17 because we received the most response from that age range on our social media pages. We don't have a particular gender in mind for our campaign because all teenagers need a place to spend their free time, also both genders could use the park in different ways. 

A majority of teenagers have social media accounts on Facebook, Twitter or Tumblr so we created accounts on all three of these websites so we could influence as many people as possible. 

Our Logo and first draft of one of our posters are clearly influenced by our target audience, we used an image of a smart phone to make the campaign more appealing to teenagers instead of an older, less attractive phone which teenagers wouldn't be appealed to. We will use teenagers in our documentary so our target audience can relate to the campaign and some we can use statistics and anecdotes which are accurate and relatable to most teenagers. 

Final Campaign Idea

Our final campaign idea is to base our campaign around Buffs field in Baldock, it was once a very popular park for dog walkers, sports teams and in particularly teenagers. We would like to regenerate this area and transform it into a place suitable for teenagers by repairing the goal posts adding some benches, possibly adding a skatepark and regenerating the building on the field to be an events building that could be used for youth clubs, group meetings, sport changing rooms.

We will create social media pages in particular Facebook, Twitter and Tumblr so we can build awareness about the campaign, receive constructive criticism and feedback for our campaign.

We created a website for our campaign to put all of our information on and refer people to when they see our posters and documentary Click here to see Website

 We created a template for our posters with the basic design and then created a first draft of our first print campaign by adding the two main images and individual caption. 

We will also create a Documentary about Regeneration showing our goals, examples of our target audience and what we want to achieve from the campaign.

Filming Schedule

Date	Time Schedule	Location	Scenes	Costumes	Props	Equipment
Sunday the 8th of December	12.00-1.30	Buffs Field	Georgia Interview about teenagers and flashback	Casual clothes, typically what a teenager would wear	Football and iphone	Camera and Tripod
Sunday the 12th of Janurary	12.00-1.30	Buffs Field	What Regeneration	Dark clothing, typical style of older teenager.	Iphone	Camera and Tripod
Sunday the 12th of January	3.00-4.00	Avenue Park	What is Regeneration (Example)	Same as above	Iphone	Camera and Tripod
Sunday the 19th of January	10.00-11.00	Teenage Bedroom.	What has been done   elsewhere	Casual clothing for fashionable older teenagers	Iphone	Camera and Tripod
Sunday the 19th of January	2.00-3.00	Living room	What could happen?	Same as above	Iphone	Camera and Tripod
Sunday the 26th of January	10.00-11.00	Buffs Field	Flashback- Rhiannon and interview	same as above	Iphone	Camera and Tripod
Sunday the 26th of January	3.00-4.00	Teenage bedroom	Teenage interview- Georgia	Casual clothes, what a teenager would typically wear	Football	Camera and Tripod