A Change of Plan

After our 2nd presentation we received a lot of feedback. I talked about this in my last post and one of the points that people made were that they thought our products were not suited enough to our target audience. Therefore, we have to decided to make quite a big change in our campaign. We have changed our target audience from both boys and girls aged 15-17 to just girls aged 15-17. We have decided to do this as we think it would be best to make are target audience more precise as this way we can suit our products to our target audience of just girls even better. Most of our campaign ideas will stay the same however we have changed our logo. It is the same shape as before although we have changed the colour scheme from red and black to pink and black. This will make it more appealing to girls as typically, pink is quite a feminine colour. We will also make our products with nice and bright colours as this way it will look more cheery and encourage teenage girls to want to follow the campaign. 

This is our new logo:

Our Final Name, Slogan and Logo

Together in our group we have decided what our final name, slogan and logo will be. We have made our decision based on what is required by the brief and so that it meets the demands of the target audience. 

Our Name
For the name of our campaign we have decided on calling it 'copyright heroes'. This way it directly links to the name of the company which is important as in the brief one of the aims is to make sure people 'know who ‘Copyright Heroes’ are'. We also think this is a good name to use as the name mentions copyright so people will instant know that our campaign is related to copyright and it also has the word heroes in it which suggests that we are saving something and in this case we are stopping copyright theft. 

Our Slogan
For our slogan we have chosen 'any time, any place, copyright heroes'. We chose this one because we think that it is the most memorable as it uses both repetition and the rule of three. We also liked this one because social networking is a key feature to our campaign and this slogan refers to the fact that you are able to keep up to date with our campaign at any time, no matter where you are as long as you have a smartphone.

Our Logo
We have chosen this logo. We like this one the best as it is simple so therefore it will be easily memorable. This one will also successfully show what the campaign is called as it uses the C and H from the campaign name copyright heroes. This logo also has a colour scheme that is suitable to the target audience audience which is both boys and girls aged 15-17. Red and black will appeal to both genders as they are gender neutral and it also looks quite mature.

Our 2nd Presentation

The presentation

This is the video of our 2nd presentation. I think that on a whole, our presentation went quite well. We got across all the information we needed to and I think that we got quite a good response from our audience. However we did get a few points that we could improve on. These include:

• Target audience- Our feed back said that we could have mentioned our target audience a bit more and we could also adapt our ideas to make them more suited to the target audience. To work on this we will review our products and find a way to make them more appropriate for the target audience. We could do this by adapting the language we use on our campaign. We could use a few slang words as teenagers often use slang so this will make our campaign seem more relaxed and less formal which teenagers prefer.

• Link to the brief- We were told that we could link to the brief more in our presentation. Unfortunately, we cant change this in the presentation however, we could continue to make lots of links to the brief throughout the rest of our projects. We could do this in our planning and also on our final products

The Prezi

Our Logo Ideas

Our Slogan Ideas

1. Copyright heroes, protecting your hard drive. 

This is our first slogan idea. I like this slogan because it uses direct address to talk directly to the reader. This makes it more engaging. It also reassures the reader that their hard drive will be safe so they may feel it is a trustworthy campaign. However we will not choose this slogan because I don't think it is very relevant. This slogan says that our campaign will protect their hard drive but our campaign will not as its aim is to educate the reader on the laws of copyright and to discourage them from taking part in it. 

2. Any time, any place, copyright heroes

This is my favourite slogan as I think that it is really catchy. I like how it uses repetition to make it more memorable. I think this one has a nice sound to and would make people feel interested in our campaign. I think this is also good as our campaign has a social media account so this slogan refers to the fact that you are able to keep up to date with our twitter account at any time and at anyplace.  

3. Only a fool breaks the copyright heroes.
This is another one of our slogans. I don't think that we will use think one as it doesn't really make sense. It could also confuse people who read it and if the slogan doesn't really really make sense then people may dismiss the whole campaign as they make think the whole campaign may be like that. It would also seem quite unprofessional.   

 4. think once, think twice, think copyright heroes.
This is our last slogan. This one uses the rule of three to make it an effective slogan. It also uses repetition of the word think. This makes it more memorable so people will always be able to remember it. However I don't think that we will use this one as I think it is too long. A short, to the point one would be better as it would make it stick in peoples heads better. 

Target Audience Profile

Our Target audience 

Gender: Both male and female

Age: 15-17 

Class: Middle-Lower class

Interests: Music and Movies

Lifestyle: Students that are very much into illegally downloading films and listening to music. 

The target audience for our campaign will be teenagers aged 15-17. Some of them will be lower-middle class that cant afford to pay for the real versions. However now days teenagers are generally very impatient so they will watch and listen to illegal media simply because it is faster and easier. These are the kind of teenagers that we will target. Our target audience will be very keen on music and films.

Pros and Cons

The Pros and Cons For Our Idea:

Pros:

• Our colour scheme and house style are suitable for our target audience
• We have included everything from the brief
• We are using social media to make our campaign known

Cons:

• There will be lots of posters and we will have to find lots of different places for them
• We will need to try and make our website well known

Confirming Our Ideas

Our Brainstorm

Conventions of Our Products

What we will create?
For this project we have been asked to create two different forms of media that will catch the attention of our target audience and encourage people to make a stand against copyright. As a group, we have decided to make a poster, a website and then a social media account as a side addition. We think these will be best to get though to our target audience as two of them are based on-line which is good for teenagers as now days 73% of teenagers are using some kind of social media account and many teenagers are using the internet daily. The posters will be good as they could be placed around schools and youth centres so all teenagers can see them. 

Conventions of campaign websites:

• Information about the campaign- this makes it clear as too what the organisation is all about.
• Links to social media- so people can follow and share the website which promotes the campaign. People can also keep more up-to-date if they follow the social media accounts.
• A slogan- catchy slogans cause people to remember the campaign. 
• Same house styles as other media products- this makes it clear that they are related products.
• A page with information about how people can get involved- this enables people to be interactive with the campaign and lets them get involved.
• Contact details- eg a phone number or email address, this means that people can contacts the people who run the campaign if they have any questions.
• Information about why it is an issue- this educates people who are unsure of the copyright laws and why is should be considered a bad thing.
• Competition informations- this also helps people to get involved with the campaign and is exciting so might attract the attention of teenagers if there is a good prize.

Conventions of Campaign posters:

• Images- these make posters look visually pleasing, a poster will encourage teenagers to take notice if it has more pictures rather than text. A good image can also let the observer know what the poster is about instantly as opposed to text where you have to find it to find out the aim of the poster. Therefore images are good in a places like a school where teenagers are passing by quickly.
• A slogan- using the same slogan that's on the website indicates that they are linked products.
• A logo- a logo is easily recognisable so it will stick in peoples mind. It will be the same one that's on the website and social media.
• Shock factor- some campaign posters use shock factor as it can easily get a message across and is often memorable.
• The rule of three- this is a persuasive technique that's on many posters, its useful for getting a short message across and for making an impact.

Conventions of social media accounts:

• The campaign logo as the profile picture- this enabled people to instantly recognise the campaign by its logo, it also means that the logo is spread around more so more people see it.
• Information about campaign- informs before who have never heard of the campaign before on who we are and what we do.
• Links to website- This encourages people to find out more about the campaign and to get more involved.
• Frequent posts that are relevant to the issue- this helps people to learn more about the issue at hand.
• Competitions- This makes the page more exciting and engaging, people can be more interactive.  

My Presentation

The Video:

This is this video recording of the presentation my group made to the class. Overall I think our presentation went okay and I am quite happy with it. We have received some very helpful feedback from our peers with some pointers as to what we could do to improve next time. These things include:

• slowing down while talking  
• putting our slides into a more logical order
• looking up and speaking with more confidence

I think these are defiantly things that we will work on for our 2nd presentation.

The Power Point:

This is the slide show we used with our presentation. I think it is a good slideshow as it is to the point and exciting rather than having lots of text on the slides. This makes it more interesting for our audience to look at. We choose the background of the slides to appeal to our audience as it looks young, fresh and enticing as colours are much more interesting than black and white slides so this will help to keep the audiences attention. One thing I would change about the slideshow is the order of the slides. I would have put our survey results more towards the start as I think that it would have made more sense.

The FACT, BVA and Industry Trust

This is a power point to show some information that I have found out about the FACT, the BVA and the Industry Trust. They are all organisations set up to do something against copyright.

Analysis of Findanyfilm.com campaign

FindAnyFilm.com

Find any film.com is a different kind of copyright campaign as instead of saying how wrong copyright issues are this campaign's aim is to help people find movies so they can watch them legally instead of watching pirated copies or illegally downloaded versions. The target audience for this campaign is adults and teenagers mainly over 15.

They reach out to their target audience mainly though social media as so many people noways use some kind of social media which they use daily.With social media, people can access the campaign information quickly and easily from where ever they are and people can also share their pages which promotes the campaign even more.They have a twitter page, a Facebook page and a website. 

The twitter page

This is the twitter page for the find any film.com campaign. You can tell it is related to the rest of the campaign as it has the same logo as its profile picture which links it to the rest of the campaign. It also has a lot of images on its twitter which will reach out to its audience more as it will get the message across quickly without the person having to spend time reading long pieces of text. This is good as when people are quickly checking their social media while on the move, they can easily understand the aim on the post. On the side on the page below the logo they have a short section of information about the campaign which is similar to the one on the Facebook page so you can again tell that they are related and it also informs people who have never heard of the campaign on who they are and what they do. There is also a link to their website so people can find out even more information about them and look further into the campaign.   

This is the Facebook page for the find any film.com campaign. Just like the twitter page, it has the campaigns logo as its profile picture so that you can tell the two pages are related. It also have a short paragraph saying what they do as well as a link to the website so people can access it easily though the Facebook page. The first post is advertising a competition that they are running, this encourages the audience to be interactive and get involved with the campaign. In the big image at the top there is also a reference the the 'Moments worth paying for' campaign, this shows the findanyfilm.com campaign is also a part of a bigger company with lots of campaigns which shows that copyright is a big problem. 

This is the website for the find any film.com campaign. It has the same logo that is on the twitter and Facebook profiles which show how they are all related. On the website there are a selection of different films that are of an age and genre that would attract the target audience so it encourages them to get involved and see what this campaign is about. There is also an offer for a third off all tickets which is effective in attracting the target audience as it is for older teenagers and young adults so they may not have much money and this would encourage them to look further into the website and purchase cinema tickets legally. At the bottom of the page there is a banner that shows all the different companies that support the campaign. It is a moving banner which is enticing and it has lots of the names of big companies in the film and movie industry, as those companies also want people to go out and buy the films as it is them who are loosing money.

How successful was it? 

I think this is a fairly successful campaign as it has 7,372 likes on Facebook which shows that some people are noticing and getting involved with the campaign which is a good sign. I also think it would be successful as I think that it has a very useful website as you can find any film you want legally which is a very good idea therefor I think it would have helped a lot of people watch films legally as opposed to downloading them.

Analysis of Moments Worth Paying for campaign

Moments worth paying for

This is a TV campaign for 'Moments worth paying for' which is a campaign that aims to  inspire viewers to respect the value of creative content by demonstrating that film, TV and video have an entertainment value worth paying for. The campaign produce many videos of a similar sort to the one above but about different newly released movies. These videos are then screened across the UK and Ireland in many cinemas throughout the year. The target audience for this particular video would be cinema goers who are teenage girls or young adults that are fans of the hunger games as the advert is in the theme of the hunger games. 

This video is persuasive as it uses short clips of  different people watching the film. They all display a look different emotion that is related to different parts of the  movie. For example people look shocked, in tears and tense at important parts. This makes the movie look really enticing which encourages people want to watch it at the cinema to get the full experience rather than watching a pirated copy at home. There are lots of clips from the film as well as the reactions which makes people a lot more excited for the film and it empathises that you can only get that exciting experience in you watch the film in the cinema. The campaign advert specifically speaks to the target audience by focusing on the movie the hunger games which is a movie that many teenagers and young adults would be interested in so this would instantly attract many people of their target audience's attention.

Poster

This is a poster for the Moments worth paying campaign. It follows the same house style as the video so people instantly know that they are linked. They both include the hunger games, the same name 'moments worth paying for' and the website of findanyfilm.com with the slogan 'All Films. All Above Board' which shows that this campaign may be part of  a much bigger link of campaigns. The This poster aims to attract attention from the same target audience as the video. The poster has the name of the campaign in big and bold writing across the top of he page so people know what this poster is trying to promote and I think that it is effective in doing so as it looks very exciting and it makes me think that I would go and pay to see it in the cinema rather then watch a bad quality version online. The low-angle shot of the two characters also encourages people to see the movie legally as the shot makes them seem important and powerful and therefore people may feel as if they are worth paying to see. 

Analysis of RSPCA campaign

                              Home for life - TV Campaign

This is a TV campaign aimed at elderly people. The aim to to make them think about what will happen to their pets once the owners themselves have past away. The advert has very slow and calming music which indicates the older audience as the advert is at a very slow pace. There is also a shot of the cat having been left out which pulls on peoples heart strings and makes animals lovers feel very sorry for the cat which makes the video campaign have more on an effect on the viewer and encourages them to sort out a plan for their pet. There are also several shots of the cat looking very cute which attracts people who like cats attention as they would want to know what the campaign is about and how to prevent there pet being left alone once they have passed. The video uses a direct mode address "for your FREE information pack". This makes people feel as if they have to get a pack and by have the word "free" in capital letters it empathises that they do not have to pay at all to be involved with the charity.

This is the RSPCA poster campaign. It is a dog sat on a sofa looking out towards a window. The dog is in the centre of the shot which puts the main focus onto the dog. There is nothing around the dog, it is in an empty room which suggests that it has nothing left any more which creates sympathy for the dog and makes people want to get involved with the organisation to prevent things like this happening to other dogs. In the right hand side of the screen, in the direction the dog is looking in, there is a patch of light coming into the room. This could suggest that things could get better for the dog and he/she could have a brighter future with the help of the RSPCA and also the people looking at the poster if they were to get involved and donate their money to the charity. There is a metaphorical question that also uses direct address at the bottom of the advert which is "Who'll look after me when you're gone?" This makes the audience think about who will look after their own pet if they were in that situation and encourages them to figure out a plan for there pet, and the personal address makes it seem more personal like the campaign is reaching out specifically at them. 

This is the website for the RSPCA home for life campaign. The website uses the rule of three to state 3 reasons as to why the home for life campaign is a good thing to have. This encourages the reader quickly as it has little writing and is straight to the point. The three steps are also very prominent on the page to it easily catches the reader attention. The website also has a quick sign up box so people can easily sign up with out a long and complicated process which is important as the target audience for this campaign is older people and they may not be very up to date with technology so a simple sign up box is very useful for them. The largest feature on the website is a link to the video campaign so people can watch that video as well as view the website. The website also has the RSPCA and the home for life logo which also appears on both the video and poster campaigns so people can easily link the 3 different media pieces together. Below the fold there is a link to the part of the website where people can get involved with their campaign, this encourages people to take part in the campaign in some way. There is also an option to share their web page to any form of social media eg facebook, twitter or youtube. This way people can get involved with the campaign without giving money and can also raise awareness by sharing the page with their friends. 

Questions

This campaign is run by the RSPCA and is about people sorting out a plan for their pet once they have died. This is a charity campaign as their aim is to save and protect pets and prevent them from being left alone in a house once their owners have died. This campaign wants their audience to create a plan for their pets care after they have passed away. The target audience is elderly people who own pets. You can tell this because the different media products are all quite simple, the video has slow and calming music with a small amount of large writing across the bottom of the screen. A old person is also in the video holding a cat which would suggest that it is for older people with cats or dogs. 

All of the media products produced for this campaign are linked, you can tell this because they all include the home for life and the RSPCA logo. 

We would expect to see the TV advert on channel such as BBC 1 & 2, ITV and channel 4 & 5. They would be shown in the evening at around 8pm when older people are watching there evening TV. The poster advert could be placed on buses, billboards and around old peoples homes.

Analysis of Talk to Frank drug campaign

                       Talk to Frank- Drug campaign

This is a video advert for the drug campaign Talk to frank. It is aimed at teenagers from about 15-20 years old. In the advert there is a boy of around that age, this helps appeal to the target audience as they can relate to someone if they are of a similar age to themselves. This advert uses the shock factor to appeal to the target audience as teenagers are more likely to listen as this really catches there attention as it is horrific to watch. The advert shows a gymnast swinging around on the apparatus. Once he gets high right to the top, it shows him falling and crashing down onto the pole which looks very painful. This represents what happens when people get high on drugs which is why this advert is so effective. Once the boy has fallen down off screen, the rhetorical question "Bad comedown?" appears on the screen. This makes the viewers think about whether or not this advert relates to them and if they have experienced something similar to what this advert is describing. The frank logo then replaces the question with the caption "friendly, confidential drugs advice" and a website address so the affected teenagers can contact the organisation and find out more about what help they can receive. 

This is the poster advert for talk to frank which is again aimed at people around 15-20 years old. It has a teenage girl on the front so that teenagers can relate. The girl on the front has dark shadows around her face which is pale white which almost makes her look as if she has been affected by drug use problems people can relate to that as well as her age. The first part of the text states that "drugs are illegal" so people who are taking them and reading this instantly feel as if they are doing wrong. However it then says "talking about them isn't" this may allow the people to then feel as if this could help them become better. They have put the word 'frank' in capital letters to empathise how important it is that they do talk to frank and get help. It also promotes the name of the campaign. The writing is very short and to the point which is appropriate to the teenage target audience as most teenagers would not bother to read a large paragraph. There is also an image of a marijuana leaf so people will instantly know what the advert is about. 

This is the webpage for the campaign 'talk to frank'. You can tell its for the target audience of 15-20 year olds as the front used for where it says "A-Z" and "FRANK" in the logo is very modern which will appeal more to teenagers. It also makes the website look more fun and will encourage young people to want to look at the site and learn about drugs. Along the top near the right hand corner there are all the contact details so people can easily get a phone number of email address if they want to talk to someone. The website also appeals to teenagers as they have up to date news such as the article about staying safe during your freshers week as many people will be going to university at around this time.

Questions 

This campaign is run by FRANK. It is there to raise drug awareness and to help young people with drug problems to get help. This is a health and safety campaign as it is looking out for the welfare of drug using teenagers. The main aim for this campaign is to encourage teenagers to get help with drug problems, give these teenagers someone to talk to and to educate teenagers on drugs and the dangers. The specific target audience of this campaign is teenagers of the ages 15-20 years old, mainly ones who are involved with drugs but also those who just want to find out more about drugs. You can tell this because the colours scheme of the website is mainly black with little bits of bright pink so it looks very modern and not to young. There's also not a huge amount of writing which suggests that it is for teenagers as they don't want to be reading massive amounts of writing. The writing is also generally quite simple so teenagers of all reading abilities can understand. There are a series of videos, posters and a website as a part of the campaign. You can tell they are all related as they are all quite simplistic and mature. They also mainly follow the same house style. The video may be found on channels such as BBC3 or ITV2 at around 9pm when teenagers sit down to watch TV. They may also appear as adverts before some Youtube videos. The posters may be found around schools, collages and universities or maybe at sport centres, on public transport and at youth clubs. The talk to frank campaign has been running since 2003 until the present day. 

Timeline of Copyright campaigns

Research into the issue

Why is file sharing/IP/copyright an issue?

File sharing, IP and copyright are an issue because now days a great majority of the country have access to a computer and it is so easy to make copies of films and songs to share amongst people without having to pay. As it's easy to do, many people do it which breaks the copy right laws on some pieces of media. It's also an issue as people very rarely get caught if they share files amongst friends so although its breaking the law, people continue to  do it as they do not face any kind of punishment when watching a movie online.

Why is it wrong?

It is wrong because file sharing is an illegal act. People are effectively stealing the type of media they illegally own as they are using it without paying for it or using an image without crediting the creator etc. This is wrong because if you illegally watch a movie or download a song then the creator looses money, if the situation continues to worsen and more and more people file share then the film and music industry may start to fail as they will not be making enough of an income to make the productions of the film/song viable which will result in a lot less films and music being produced which would be devastating as film and music plays such a big part in our everyday lives.  

What methods does digital piracy include?

Digital piracy includes:

• Viewing, copying or printing a piece of copyrighted works
• Downloading movies or music
• Using copyrighted images without permission or crediting the creator
• Uploading and making music files available to the public or downloading such files  from an Internet site

How are teenagers part of this?

Teenagers are part of this as many teenagers take part in the activities listed above, with or without knowing that it's illegal. It is thought of as normal and okay to take part in digital piracy amongst not only teenagers but people of all ages. Many teenagers spend a great deal of their time watching illegally downloaded content on file sharing film websites such as megashare or cartoonHD which is massively damaging the film industry.

Conventions of Campaigns

• The same house style on all media products
• The same contact details
• A logo
• Same slogan
• Similar images/pictures
• Persuasive features
• A clear purpose
• An elite person or same type of person eg teenagers
• Campaign name on all products

                     

Introduction to Campaigns

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Initial Research