U30 LO2

Planning Booklet

Product you will be selling:

Talk to frank- scaring young people off of gate way drugs e.g. weed. It will be selling help and
advice to anyone that has drug problems. An anti-drug campaign much like
https://www.youtube.com/watch?v=ImrDOrVHLU8 .
Targeting the progression of drugs from starting with cannabis so awareness of cannabis being a
gateway drug.

Information on product / client (what is the product who makes it how large is the company
etc)
Talk to frank is a government run organisation which aims its services at young people will drug
problems. TALK TO FRANK are huge and use literally every type of communication to get across the
harm. They use TV, social network,, mobile phones and on the street. Ill be targeting the TV aspect
obviously. By doing so teenagers cant avoid the ads because theyll be waiting for their tv show to
come back on and sublunary affect them and prevent them from taking any drugs and hopefully will
persuade teenage drug takers to seek help.
http://www.talktofrank.com/

Budget: How many people are likely to view this advert / what is the realistic figure this company
will spend?
Seeing as it costs more to air adverts later in the day or at night. Anti drug adverts are serious and
adult issue so my ad will be forced to be aired after watershed times meaning ill need more money
to get it aired.
Im aiming for it to be aired at least 6 times a week over a month on itv.
1100*4*6=26640.00
So I will need 26640.00 to get it aired on ITV

Market Research:
Other adverts / products similar to yours. When and where are they aired? When does
When is your deadline
for this advert?
your TA watch TV? Are there any occasions when your product will be better off aired
30 January 2014
Public service ads talking about the damage drugs can cause.
https://www.youtube.com/watch?v=S0fLjf7WP-s
talk to frank
https://www.youtube.com/watch?v=nZIgJndVaN4
Target
Audience
own research: Questionnaires and Focus groups. Upload completed
meth just
oncefrom
(usayour
government)
questionnaires
and notes from focus group.
https://www.youtube.com/watch?v=uGiAxwgrF_k
I sent my survey out with 4 questions

Which ad should I do? (dont be sexist or dont take drugs)

What
styleaudience?
ad shouldFrom
I the Internet
dont take
drugsand
ad other
as? (documentary/talking
Whois your
target
research
adverts by the samehead/surreal/drama)
brand. Link to these
you
What
style
ad should
I choose
for the sexism ad (same choices of answers)
adverts
and
research
What resources
will
need
to complete
this
advert?

What specific genre should I choose as the dont take drugs ad? (comedy,drama)
Target
for my
ad
is Iyoung
who
thinking
they need weed to have a good time
audience
What
genre
should
choose
for sexism
ad are
(same
choicethat
answers)
Clothing to make
louis
look homeless
(long
baggyteenagers
jackets,
raggedy
trousers)
or tofit inWhat
with target
their friends.
Which
is also
mu
USP targeting
teenagers
teenagers
in answer)
the ad so make it
audience
do you
think
dont
take drugs
is aimed with
at (write
specific
more relatable
and harder
hitting
parents
withisteenagers
to help
them prevent
What target
audience
do towards
you think
sexism
aimed at (write
specific
answer)their child taking
drugs

1.
2.
3.

Drugs
Therefore all the questions related to sexism are out
Dramatic
Drama

4.

Teenagers 13-24

Issues: What issues could you encounter? Legal and ethical

Someone that will watch this ad might have had a family member or friend that has been affected by
drugs and may offend them if the ad is the add is insensitive but by making it as real as possible it
should be more effective than anything else.
I will need to make sure I dont scrutinise any kind of different class (lower class-upper class) so no one
gets insulted at the way they might think Im singling one specific class to drug taking.

IDEAS

Brainstorm / mind map 2

Chosen Idea:
Using Survey Monkey or other forms of questionnaires find out from your peers which advert you should
use. Upload your completed answers here.

Drawings and sketches of your idea

Proposing idea: Discuss the USP, the style, the message it sends and the relevance to your target
audience
USP

Targeting a new subject/effect of drugs that not many young people are aware of. Ill be
telling them that cannabis is a gateway drug and can lead to people taking heavier, more
dangerous drugs. This effect isnt well known to you people so by making them awear that
cannabis is just as dangerous as any other drug if not more so Ill shock them into living
without them. The general persona of cannabis for young people is its harmless and
doesnt have any side effects. Which is nave and is a persona that shouldnt be.
Using other anti-drug campaign and the messages that they tell about drugs. How heroine
will kill and cocaine; erratic. But make the lesser known effects of cannabis to make the
cause of it all the more shocking.
By using a teenagers in the ad it will appeal to young people more and shock more