The brief
ACE has asked us to create an advert that helps them promote their charities cause. The cause being to provide children in rural areas with an education during their time of poverty. The brief is rather losely composed. It merely states that they would like a video that promotes their cause, it must be under 5 minutes (preferably under 3 minutes) and simply highlight the charities goals. Other than this there are no other restraint, aside from those provided by the ASA or Ofcom. Under preference they also ask that we focus on their main goals and current achievements.
Client Information
Name- ACE (Aid Conservation through Education)
Cause- To provide children in rural areas with a proper education by improving and providing better equipment, schools and overall lives.
Achievements- Raised over £2000 via easyfundraising and are currently providing 9 primary schools in Uganda with assiatance.
In addition to this we also know that ACE has a runner that will be running during the 2015 London Marathon on April 26th. They have already raised over £1000 before the marathon has started and are steadily approaching £2000.
Budget
We have no funds to help us create this advert. The reason being is that the college has already provided us with both equipment and locations to produce this advert. Of course do to this being a college funded project their a a number of tehcnical restraints that need to be addressed.
Technical reasources
The college has provided access to the following equipment:
- Cannons 550D and 700D series.
- Tripods both high and low rise.
- A number of rechargeable batteries along with chargers.
- 32GB SD Cards.
- Studio lights.
- Extention cables.
- Different lenses.
- Macs with both image, sound and video editing softwares.
- Boom Poles
- A sound booth
There are a number of software restraints i.e. we have no access to After Effects, Maya, Premiere Pro etc. So we will have to either work with what we have or find a way to achieve these softwares elsewhere. In addition to this there is also a lack of actors who can assist us if we require any additional footage. We also have no access to external film locations outside of the college. This also imlplies that we cannot add to the stock footage that we have been given. Although we edit and/or recreate the audio MP3's given to us via the sound booth.
Location
There are a small number of filming locations that can be deemed useful with consideration to the task at hand. This locations include;
- The Studio in the college.
- The Hallways and staircases.
- The Dance Studio.
- A Theatre.
- A Sportshall.
- A Fitness Studio.
Target audience
Research via google on a number of websites i.e. yahoo answers and statistics.com it is apparent that very few people actually donate in person. Most of those who do donate in person tend to be celebrities looking to gain publicity. The majority of the time people will either donate via mobile or on the cahrities website. This would mean that most donators would require a credit/debit card also meaning they are likely over 18 years of age. This sets the age range for anyone 18 or over. Of course some charities only accept donations from people over 21. Keeping this in mind we can aim the advert specifically at people 18 or over, however keeping in mind that children can occassionaly have an influence over their parents means you can still consider children under 18 a potential asset.
Additional research in the quantitive region also shows that people tend to donate the minimum donation policy when donating monthly i.e £2.00 per month. Also using a small group discussion it was shown that people only tend to donate this amount not because they intend to donate for the cause, but because they either tend to feel guilty about the situation or to keep up there public image. This means that a lot of donators tend to donate not for the cause, but due to self respect and simpathy.
Codes of practise
In terms of images used, it is prefered we do not use stereotypical images that would reflect what most people assume a certain race is doing. An example of this how in a number of images of happy Africans in their home country they are always playing a sport, mainly football. However it is also maditory that we address the cause by providing images of what their conditions are like. Since this charity bases itself on funding childrens education it is prefered that we use images of teachers and their pupils or students with actualy writing material.
Regulatory framework
Since most of the footage is in stock and has been taken by professionals there is little we have to look out for in terms of imagery. Also methods that would be attached to the advert i.e. dictation of scenario or on screen monologues, are not considered copyright or un-ethical in anyway. The main issues we would have to deal with is footage taken from external locations i.e. google images, youtube etc. If we wish to use these we must make that the footage is accessible to the public and does not host any brand names in the video i.e. a little boy wearing a pepsi T-shirt. Same goes for an on screen monologue. It is important that the dictator is not wearing anything that can be considered promotional out side of the clients industry. In order to fix this we can scan through images to lable them okay or not and wear the official T-shirts of the clients.
This essay has provided me with a valuable reference to look through whenever I am stuck with issues involving legal or ethical conduct. It has also given me a wider perspective of ideas that can be exhibited without issues.
No comments:
Post a Comment