audience research

 Survey

For audience research I made a google form and asked people questions about their lifestyles and habits this way i can target the problems in young peoples health and therefore make my campaign more affective

I first asked people how often they exercised  and majority people actually do exercise often with 28 percent exercising 1-2 times a week and another 28 percent exercising 3-4 times a week. Although 14 percent of people say they never exercise which is bad and this advertising campaign needs to help make that percentage lower

 85 percent of people don't smoke which is a good thing as that means they will have healthier lungs which means we don't have to focus on this aspect of the campaign as much however it is still an issue among young people.

When i asked how people exercised i got a varied amount of answers however a lot of them included things that people did for fun which is something I could use in the campaign to convince people to get active.

when I asked how many people ate their 5 a day 71 percent of people didn't eat their 5 a day

this is similar to another question that i asked which was if people thought they lived a healthy lifestyle and it was roughly the same ratio of answers 

this could suggest that people that believe they aren't living healthier lifestyles aren't eating their 5 a day so my campaign will need to help convince people to eat their 5 a day

When i asked people what is stopping them from living a healthy lifestyle they all gave very different answers 

although a lot of people said different things i saw motivation and laziness being a common reason so my campaign would have to be able to give people the motivation or help them get the motivation

 

the age range that i got from this survey was 16-18 which helps me target this age range in my campaign and get more young people active 

The people who did this survey are majority male this shows that men are the people that are mainly going to be watching this advert which means I could target it more towards them

Focus Group

i decided to make a focus group to get more specific answers to fully understand my audience as well as to get ideas of what would motivate them

The questions I asked for the focus group were:

have you ever been inspired to be active before and what inspired you

what type of advert influences you the most

what stops your from eating healthier

what grabs your attention in adverts

what exercise do you partake in

how does the age of the people in the advertisement affect your view on it

video of focus group-

investigation and analysis

Researching the client

The NHS , also known as the national healthcare service, is a publicly funded healthcare service in the UK, They are funded by general taxation which helps provide the nation free healthcare. The NHS was formed on the 5th of July 1948 making it so that health was available to everyone who could afford it. Since the NHS is publicly funded it can be underfunded at times so they have made campaigns to keep the nation healthy if they are healthy they will be in hospital less and if they are in hospital less, the NHS will spend less money on them, therefore, saving more money. 

Previous campaigns 

Change4Life was a campaign targeted at children to get them to eat healthier and get more active. They had characters who were 4 different coloured Claymation people, making them more appealing to children as they were not only a good cast of characters but also were bright colours. This campaign told children to eat healthier and stay active helping them live longer the as snappy slogan says it taught them what type of meals to eat and what activities they can do to stay active, they also have teamed up with Disney again making themselves more appealing to children as children tend to watch a lot of things made by Disney such as frozen or marvel movies. The poster used here uses a bright yellow background to catch the eye of young people passing by, as well as this the characters are shaped in a creative way to spell life which is memorable for anyone looking at it as it is a very unique way to use their characters  

also, the NHS has done smaller campaigns to get adults healthier such as dry January which was to get adults to stop drinking alcohol for the month of January as it will get people to save money, sleep better and increase their chances of quitting alcohol for good. The poster for it as shown here shows a choice of captivating colours such as yellow and white with black text to help the words dry January stand out

Accompanying this is a logo which shows a cup of tea with a cocktail umbrella in it showing that non-alcoholic drinks are better than alcoholic as well as being comparable as cocktail umbrellas are used in cocktails

Most recently the NHS has launched the campaign "better health" which is a campaign targeted at adults to stay healthy by eating well, staying active, drinking less and quitting smoking as this will lead to them living longer and healthier lives. They promote this by showing brightly coloured images which will catch people's attention as they will stand out.

In These images, it shows people smiling about improving their health, showing people looking at the images that it is a positive change that will be better for them. As well as that the images show the health risks of not being active and eating well letting people come to the realization that they need to improve their health. They also show examples of people doing the things in question such as the woman holding healthy food to showcase healthy eating and the man taking "steps" as in the steps to a healthier life as well as steps in walking to lose calories and stay healthier. These advertisements also have a URL to the better health website so people can get the support they need to start a healthier life also they can use it to find out. The top image uses a bright blue which will catch the eye of people passing. The man in it is walking up a step which can be a form of being active as well as this, the man is much older showing that the older generations can get active as well. These images also make use of the better help logo which helps make better health become somewhat recognisable.

 

interpreting the brief

Interpreting the brief

My project is an advertising campaign for the NHS. The NHS is the national healthcare service in Britain, founded on the 5th July 1948 it was created to give the nation free healthcare so rich people were not the only people with the right to healthcare. The NHS relies on public funding therefore the healthier the nation the more money they save as they have to fix less health problems. To keep the nation healthy they have created many advertisement campaigns to show people the positive effects of a healthy lifestyle and the negative effects of an unhealthy lifestyle. Following the Covid-19 pandemic obesity rates have risen in young people 4.5 percent therefore the NHS want to focus on this age group to encourage long term healthy lifestyles that can be sustainable and support people to avoid serious health conditions that impact everyone.

The NHS usually target old people or children and now they want to target young people between the ages of 16-20.  They reason they want to target this audience is because if people get healthier at a younger age they will be healthier in the future and will need to go to hospital less saving the NHS’ resources and funding

My initial thoughts on the project is that i am going to have to pick adverts which young people will actually notice and pay attention to. The first type of advert i am doing is a print advert, i am choosing this because print adverts can be put on social media platforms which young people use frequently and they will notice when scrolling through their social media of choice. The second advertisement i am making is a radio advertisement, I am choosing this type of advertisement because radio adverts don’t just have to be used for the radio and can be used for music streaming platforms such as spotify or soundcloud so when they listen to music they will be forced to listen to the advert before they continue listening ensuring that they hear the advert