1. Euan Kearney

2. Client(s): The NHS QE Sixth Form College To raise the awareness and promote the use of the health services made available by the college Task: I aim to create a campaign that engages the target audience and makes them want to adopt the behaviour that my client is promoting

3. “Before you try to make someone adopt a behaviour, you need to understand why they haven’t already adopted that behaviour”

4. SECONDARY RESEARCH

5. More than 25% of students admitted to smoking on a daily basis This means that my campaign will target a huge segment of people

6. People showed interest in this service

7. This piece of secondary data (taken from “The big college health check” a survey conducted within college) outlines the alarming statistic that for virtually all of the services, around 50% of people didn’t even know about that service. If people are not aware that a service exists, then they are very unlikely to use that service.

8. The services are already available It’s my aim to make people use them

9. AUDIENCE RESEARCH

10. Visual Representation Who is my target audience?

12. Male and Female

14. Create separate products for each gender or one product that applies to both.

15. Target the audience via age group NOT social group.

16. Use models that reflect the same characteristics of Target Audience.Advertise at QE, and at sites in close proximity to the college, in order to engage my target audience.

18. 80:20 image/text ratio (instant register)

19. Photographed imagesMy focus group helped me take my potential campaigns from 3 to 2. By eliminating an idea it allowed me to make more focused attempts at possible products.

20. “What would make you want to quit?” 1) Support to quit smoking 2) Nothing 3) Allocated time to access support 4) Peer pressure / support (my friends/colleagues' behavior or attitude) 5) Longer / more flexible support service opening hours Aims During my secondary research, these are the improvements my Target Audience suggested. They ARE interested in what’s being offered, they just don’t know how to access it.

21. Secondary Audience

22. QE College campus is used by a wide range of people. Primary Schools often attend days at the college, this has affected my product as I know that my product must not be too graphic for a young audience to see. Also, it must not portray smoking in a positive light. Parents will often come into college, this has affected my product as I know that my product may use shock tactics, however standards and beliefs have changed over time, so something that’s not considered shocking by today’s youth may be deemed unsuitable by their parents, so I must take into consideration the views of those outside my Target Audience.

23. GENRE RESEARCH

26. CONSTRAINTS

28. COSTINGS

29. I compared the costs of both campaigns Both campaigns were under the given budget, Why did I choose the more expensive option?

30. The Campaign

31. My Campaign: The “Anti Smoking” service that the college provide. This is an informal drop-in session where students can seek support, which will hopefully allow them to stop smoking. Among my target audience, smoking seems to be large issue, as a lot of students do smoke, I chose to focus on this as it was the most appealing of the options I was given, and it applies to the greatest amount of people, giving me the most potential of achieving my client’s aim.... TO MAKE PEOPLE WANT TO USE THE SERVICES How can this be done?

32. My Client: Ian Perrier, on behalf of NHS Primary Trust, and the College Nurses Task: Create a campaign that makes people want to adopt a behaviour. In order to achieve this I need to tackle the “Barriers” that my target audience face. Awareness Interest Desire Action My Focus group outlined their reasons for having not used the services provided. In order to tackle the issues people have, I need to create a campaign that raises awareness and makes people WANT to use a service.

34. Brand Identity I have created the brand “QE Health”. Ian Perrier stated in the brief that a new logo would be greatly appreciated, as the college logo is to vague, and something new is needed. So I have created a logo that applies to the health service itself. A brand identity allows all artefacts to be linked together as one full campaign. My focus group said that a brand will imply reliability throughout the campaign

35. My campaign: 3 A4 Posters 1 Magazine 1 Bus stop hoarding 1 Promotional competition Why these media platforms?

36. Poster 1

37. Poster 2

39. Poster 3

42. Page 1 of 2

43. Page 2 of 2

45. Bus stop hoarding

46. Thank you for watching