Proposal: Random Acts of Kindness Pay it Forward Day 2016

Proposal: Random Acts of Kindness Pay it Forward Day 2016.

Dear Sir or Madam:

Thank you for the opportunity to be able to share my ideas in this proposal in which I hope will impress you.

The things in which that are required for me from the brief is to come up with an idea for the Random acts of Kindness campaign. The key message for this campaign is for this advert to go viral, but most importantly for people to watch it and also pass it on and go and make another persons day by simply doing something nice that someone would have previously done to them.

This advert would have to be done by the 26^th of February as that is the deadline that has been given to me. In addition to my deadline, there is also a target audience for this work and this is aimed at 16-25 male or females who are in college, university, working etc. Also the demographic of this product will be D&E, while the psychographics are of people who are explores, people who like to try new things, which obviously encourages the pass it forward part of the initiative.

Outline

Intimidating looking teenagers at a bus stop in which they frighten some people while they’re coming of the bus, they end up helping all these people who were initially frightened as a result of these teenagers. They help by helping them carry their luggage off the bus, carrying a buggy down of the bus, helping an elderly lady getting of the bus.

In terms of rationalising and meeting the requirements of the brief as far as the random act of kindness is executed properly which will then cause others to pass it on, and as far as that happens I would have meet all the requirements of the brief, there are also some persuasive techniques in this production in which helps me to get the message across and to also accomplish the goal. For example there are elements of compassion and also a little bit of guilt as the people who see this group of people will immediately portray facial expressions in which express their distrust but then the contrast when they turn out to be the complete opposite, so this plays with peoples guilty conscience.

The response in which I hope to get from the audience is for them to have thoughts of stereotypical youths and for it to be a thing where in their heads they almost know what the next scene is or what is to be happening next but then their complete change of emotion and attitude towards this group of people which will then, hopefully make them want to maybe help someone carry his/her luggage of the bus etc. One of the reasons as to why I think that this project will go viral is because of the element of the unknown, because the audience minds gets toyed with a bit in terms of not having a normal conclusion which will impress people, create conversation because of he diversity of the advert, which will obviously encourage sharing, retweeting etc.

Platforms in which I would want this production to be aired on are things such as Facebook, twitter, YouTube, Instagram etc.

Character Breakdown:

Youths in the age range of 16-25

Elderly lady

Pregnant lady

Lady with a buggy

There wouldn’t be much need of costume or props other than a pillow to portray the pregnant lady, hoodies in which will portray the stereotypical youths. Prior to me being satisfied with this idea, there was as focus group which was put into place, in which helped me identify strong and weak points of my idea which then made me go back and execute more plans to make it a sound idea.

In terms of rules and regulations of the ASA which the advert meets, the ASA cannot really do anything about adverts or content put on the internet as that is outside of their jurisdiction. Furthermore, when putting a budget together, there weren’t that many things that were needed to be considered as things such as hoodies and a pillow are things in which the actors are already in possession of, apart from things such as a walking stick and a wig.

In conclusion, just in order to make sure that all requirements were met, there are things in which I have taken account of in case things were to go awry so in other words a plan B, so in terms of weather; weather would have already been looked at and checked previously to the day of recording, the contingency plan would be to simply choose another to film or better still, film indoors. In case of any technical difficulties, that would not even be a problem as all equipment would have been checked and even after been checked will be under strict supervision until the day of the use, also, in the instance of actors not being able to make, there are people who are part of the production team who are always willing to step in front of the camera to make sure that the work is done efficiently and quickly adapt under tough circumstances.

Discussion of brief

Focus group

1. Is the idea appropriate for the campaign? The members of my focus group felt that the idea was appropiate for the campaign as they felt that non of my ideas were unsuitable for the campaign. 2. Does it appeal to you as the intended audience The member who answered this question felt that it appealed to him as he is a part of the intended audience, he felt that it was a good idea. 3. Is it clear what the message is? The message is clear in terms of what the random acts of kindness charity stand for and represent 4. Is it memorable and interesting? Members of the focus group felt that it was memorable and interesting as there is a part to my idea where there are teens who are seen to be quite intimidating kind of makes it memorable and interesting as there is an element of surprise and of the unknown 5. Would it make you like/post/retweet it? Members of the focus feel that it is something that they would retweet on twitter and want their other friends to see. 6. Is it effective in making you want to take take part? Yes, it is effective in making members want to take part as it is something that they would enjoy doing as well as helping others and also showing an act of kindness 7. Is this advert able to pass ASA rules? After, explaining to the focus group as to what the asa is and what it stands for, they felt that all these things would be approved by the asa, although things put on the internet cannot really be regulated by the ASA 8. Improvements They felt that in terms of improvements, that i should re-think about logistics in terms of the location of one of my ideas as all people may not be easily accesible to an airport but a bus stop will be bore acessible.

Annotated Brief

Random Act Of Kindness- Ideas. Task 5 written Summary

My first idea, for the random acts of kindness campaign, was basically a group of teenagers going to the airport whether it be London city airport, Heathrow or Gatwick or be at a bus stop and look quite intimidating in a way which would almost make the person not want to get off the bus but when the person actually gets off the bus, all these teenagers take off their hoods either lend a hand to a lady that is trying to get off the bus or help lift a buggy or help an elderly lady get her shopping off the bus etc. this idea is to be portrayed by a number of different people to emphasise the fact that anyone can be a part of this exercise.

LOGISTICS- Idea 1  Even if going to the airport may be a bit of an inconvenience to do the same thing but eventually help people to carry their luggage then I’m sure that most people have a bus stop near-by which makes this initiative more accessible and more convenient and because of the intimidating look or persona that will be portrayed is a thing where this advert will then have a better chance of being viral as there is an element of the unknown which then provides a sense of conversation and drama.

Prior to the day of the recording as the man in charge of the production I would have picked the best day to record in terms of weather and how busy my location might be. As I am also planning on using some footage that has not been recorded by me I would have had to prepare the footage that I would have wanted to use and made sure that it is copyright free.

Idea 2

 My second idea was straighter forward than the first one but this idea for the Random act Of Kindness charity was simply a thing of if you know someone on your street, maybe a neighbour, an elderly couple, a disabled person who maybe lives by his/herself. My idea was to simply, knock on that persons house and simply offer to maybe make the person a cup of tea and just have a nice conversation and ask how the person is doing and you know just get to know there person a bit more and even in just one conversation, people are able to tell based on peoples vibes that they are actually being genuine. So I think that my second idea is also a good idea because it's something that is quite easy to do but also quite eye-catching and also has the potential of being viral and to make others go and do the same thing in the future as it is something that is actually quite convenient to do.

REASON FOR USING IDEA 1.

My reason for using my idea 1 is because I felt that my idea 1 was more effective in terms of portraying the random act of kindness and the focus group that was held even encouraged that after making amendments to my idea 1 that it would be a good and effective idea in terms of making the target audience want to pass it on.

Costing- Idea 1

There are a number of things in which some of the my actors already have such as pillows for a pregnant lady but things such as a walking stick to portray an old lady will need to bought but things such as cost of travel is already taken off as teenagers are entitled to free travel, but actors that have to take a train to get to the chosen location, the cost of their travel is all added to the total price which is about £10

PURPOSE- Idea 1

The random acts of kindness charity's mission is to conquer the world with one random act of kindness at a time. They are here to inspire acts of kindness around the world both big and small to change lives for the better, having the objective of the random acts of kindness charity in mind the purpose of this video is to make people in the target audience want to pass it on.

Target Audience

The intended audience for this campaign are 16-25 year old people who either go to college, university or may even be working.

Platform- Idea 1

The platforms that this production would go on are things that the target audience are interested in such as: Facebook, twitter, YouTube and even channels in which have a high amount of subscribers which contain our target audience. For example for members of the intended audience who may be in university, the video would go on their university website and if going on their website re-assures me as the director that my video is appropriate.

The ASA (Advertising Standards Authority) is a major media regulator. It regulates adverts all over the UK. They receive and tackle with the complaints made by the public about television that may come across as inappropiate for a number of reasons. Although the ASA gets these complaints, it can’t punish the people responsible for making the advert. All it can do is post on their official website about the advert then take it to Ofcom (Office of communications). Any advert that is put T.V must FOLLOW THE rules that the ASA has put in place, they are also required to not be misleading, harmful or offensive. However charity and public service adverts have more scope to use powerful or upsetting images in order to get a certain message across, but there is a limit to what they can show. There are certain requirements that the ASA expects advertisers to follow such as marketing communications must not contain anything that would cause serious or widespread offence. adverts directly aimed at children (or featuring) must not contain anything that would result in their physical, mental or moral distress. The ASA is rather restricted in terms of what they can do online,in regards to the fact that the ASA can’t punish advertisers directly and can only DEAL with complaints. However, they have a strong set of rules that can allow charity advert get their message across without causing distress to the public.

A.1, A.2 Understanding the requirements of the brief, A.3 Generating ideas, A.4 Planning issues Task 5: For the Random Acts Of Kindness campaign, i have had to come up with two different ideas in which would contribute to the Random Acts Of Kindness charity and after watching examples of random acts of kindness i came up with two ideas which could be executed by 16-25 year olds. After coming with these ideas, a focus group was then held so that other people could hear my idea and be able to get feedback from other people other than the client. I found this exercise quite helpful as i was given constructive criticism but also praise and positive feedback from what i had single handedly come up with so far but also being referred back to the brief, which i was given which is specific as to what i have to do meet certain criteria. During the process of this focus group there were about 8-10 specific questions in which i asked such as if they think that the idea is something in which the ASA will approve of, but before even embarking on that question, i explained to them as to what the ASA was because i cannot just expect them to know what the ASA is or to also know what the Random Act Of Kindness initiative is which is something i had to explain before in explaining to them what my ideas were.

Unit 9 Editing Task

Section1: Investigate the conventions of Charity Viral Video ad Campaigns, looking at a previous example (above) on Youtube and evaluating it's success (views, comments etc)

Comments from the video: They're so niceeee"  "This would have been better without the irritating music" 

The target audience for this viral video advert are young people aged from 15-16.

Viral adverts are consumed on tv programmes at times but mostly on the the internet via social networks using smartphones, laptops, ipads etc.

This specific video managed to get 52,351 views and in my opinion that doesnt really make it popular as aftrer doing research there have been other videos which have had the same purpose in which have acquired a more significant amount of views and in even a shorter amount of time which acquired 4,104,312 in the space of two years and this product is accesible for viewers on live streaming television, tablets youtube etc.

The advert didn't really go viral as there weren't really any of the six viral elements, it was a bit intriguing for a random for the character to walk up to strangers in public but it was not really something that was so significant to make it go viral.

20 Random act of Kindness – A young female who decided to celebrate her birthday differently. This is most likely would appeal to teens as it has a young attractive individual also, it sends a message that in life when it comes to special occasions it’s not all about receiving it’s also about giving to receive better gifts in life in return.

Examples of random acts of kindness that would appeal or be suitable to a certain audience.