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.