TV advertisement
pre-production
NHS
Better Health
Campaign
By Chloe Meadows

Get active
• From the 15 responses including 16,17 and 18 year olds 80% say that they
either do live an active lifestyle or try to live an act lifestyle with a main reason as
to why they don’t exercise due to lack of motivation therefore in my campaign
I need to use motivational language and imagery like the This
Girl Can campaign to effectively engage and entertain my target audience.

My ideas-get active
• For my get active campaign my
idea is to a day in the life of a
female boxer this advertisements
aim is to motivate primarily
women and girls to defy
stereotypes and take part any
sport they want to even if they
are stereotypically male sports
empowering and motivating
people to take part in sports and
get active.

Initial ideas-tv ad/social
media advertisement
• Get active-day in the life in 30 seconds
• Wakeup alarm sounds POV shot
• Walk to the bathroom-splash water in the face
• Shot of watch 6:13
• Match shot to looking at the watch 6:16 on a bike
• Cycle to the gym
• Punch gym bag alarm sounds
• Repeated quicker each time x3
• Alarm sound changes to boxing ring bell ring
• All in Pov
• Reverse shot cameras flashing consumes the whole shot page
changes to white
• Screen produces information links and logo with slogan: achieve what
you thought was impossible get active today.

Developed tv
advert ideas
• Young girl training for boxing
• Looks down
• Older girl still training match cut look down
• Match with boxing ring floor
• Bell rings
• Reverse shot cameras flashing young girl is seen
when camera turns back before the flashing
consumes the whole shot page changes to white
• Screen produces information links and logo with
slogan: achieve what you thought was impossible get
active today.

Inspiration tv advertisement get
active

DEVELOPMENT
• I have decided to revert back to my initial idea as through
feedback from people of the target audience I have learnt
that a day in the life type of advertisement would be more
inspirational/motivational than the story of a female boxer to
my audience. Therefore, I need to develop my idea to
combine both good elements from both ideas together whilst
following the theme of a day in the life.

Storyboard-original idea
2-3
Secon
ds
Each
frame
1 second each frame
Achieve what you thought was impossible
Get Active Today
https://www.nhs.uk/better-health/
0.3 seconds per frame
Flash frames

Slogan options for tv advertisement
Achieve what you thought was impossible
Get Active Today
https://www.nhs.uk/better-health/
Initial idea Final
idea
This was my first idea
Positives: I included not
only the campaign name
but the NHS logo so
people can identify what
it is I also included the
link to the website
Negatives :the red colour
looks out of place and
doesn’t have
recognizability to the
campaign that uses a set
colour scheme
The background is plain
white so whilst it
matches the NHS logo it
is quite plain and looks
ACHIEVE WHAT YOU THOUGHT WAS
IMPOSSIBLE
GET ACTIVE TODAY
https://www.nhs.uk/better-health/
Positives:
campaign and NHS
logo included
recognizable
In NHS logo colours
Coloured background
All colours coherent of
the campaign
Negatives:
overload of the logo
colours
Wouldn’t match the
previous shot transition
without obvious cut to
plain
Stop dreaming and start believing
https://www.nhs.uk/better-health/
Positives:
fits the colour
scheme of the
campaign
NHS is clearly
recognizable
Negatives:
too colourful
Hard to read writing
doesn’t match the
previous shot
transition
I prefer the previous
slogan to this one
Slogan doesn’t get the
message across
ACHIEVE WHAT YOU THOUGHT WAS
IMPOSSIBLE
GET ACTIVE TODAY
https://www.nhs.uk/better-health/
Positives:
Fits the colour
scheme of the pre-
existing campaign
Slogan gets the
message across
NHS is clearly
recognizable
Will match the
previous shot
transition better
Negatives:
Hard to read writing
https://www.nhs.uk/better-health/
Achieve what you thought was impossible
Get Active Today

Storyboard evaluation
• My storyboard is in the format of a day in the life video however highlights the importance of
continually staying active and the benefits it can have. Day in the life videos have proven to be
quite popular with my target audience therefore by using that format it allows the advertisement
to connect with the target audience and relate to it. This storyboard can be improved however as
I have decided to focus on more active visuals than a morning routine such as waking up
brushing teeth washing face etc. Therefore I am going to change those elements in my improved
story board. I also don’t have access to a bike and therefore I am going to change that shot to
running as it will be equally as effective. I am also going to try and change the images used in
the advertisement to a woman as that is the perspective the advertisement will be in however
when first creating the story board I could only find male pictures reinforcing the lack of women
represented in the media in fitness without being overtly sexualized. I am also going to include
the new last scene that I have developed from the original through different stages self
evaluation and feedback from others.

Improved storyboard
2-3
Secon
ds
Each
frame
1 second each frame
0.3
second
s per
frame
4 seconds frame 1
1 second frame 2
3 seconds frame 3

Tv advertisement shots by frame
2-3
Secon
ds
Each
frame
1 second each frame
0.3
second
s per
frame
4 seconds frame 1
1 second frame 2
3 seconds frame 3
Over the shoulder
POV shot
POV shot Rolling over the shoulder POV
shot
POV shot POV shot
POV shots
POV shots
Panoramic view using immersive
POV shot Flashes consume the frame blends to this

Location scouting
Bede
college
gym
Igloo
Sunderlan
d college
Lakesid
e
boxing
club
y
Youth
almighty
project
Barne
s
park
These are my
initial ideas for
locations I
could use.

Location evaluation
My initial locations included:
• Lakeside boxing club
• Youth almighty project gym
• Bede college gym
• The igloo at Sunderland
college
• Barnes park
I was planning to use all these locations to make my advertisement entertaining and intriguing however after
doing research I discovered that due to unforeseen circumstances lakeside boxing club had shut down therefore I
couldn’t film there. Another challenge I came across was when requesting permissions to film youth almighty
project would not be feasible to use due to the limited availability of access to the facilities. The gym at youth
almighty is quite small and dark perfect for its primary purpose however for this project a lot of equipment would
need to be set up and used to get the shots such as lighting and cameras therefore reducing the space available
to film severely. Bede college gym for this project is the best location for the gym/exercise shots as it is already
well lit and allows a lot of natural light enter the room it is also bigger giving more space for filming to explore a
large range of shots and angles. Barnes park is a good location for outside shots as not only is it easily accessible
it has many different areas including outside gym equipment green spaces paths and a bandstand to name a few.
For the shots that can't be shot on location the igloo is an innovative way of using a range of different technology
to achieve shots. This 360 experience allows me to shoot in any location even if I can't be there myself it also
allows for shots that most of us would never see in a lifetime such as under the sea and on the moon.It also
means that I can shoot on any day or time as weather and lighting do not need to be considered.

Revised location scouting
Bede college
gym
The igloo-
Sunderland
college Bede
Campus
Barnes
park

Weather forecast-appropriate dates to shoot
outdoors
Potential dates to film outdoor scenes