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.