We were requested by the Pembrokeshire County Council Road Safety Unit to make a social media campaign to be seen by the public, highlighting each of THINK's 'Fatal Five' road safety dangers in a video that will be used on their social media page. We will be using Wix Website Creator to present this for submission. It must be a short film piece, and it is recommended to use animation instead of film to create this.
In drunk drivers, young males between the ages of 17-24 are the most heavily shown group of casualties. Therefore, this is typically the group that would like to be mentioned the most. however, this group may be over-represented, meaning it could be a good thing to show something of people outside that group. Most of these films also rely on the idea of the people involved knowing better, such as the 'Pint Block' campaign requiring that both the person driving and the one supervising them know the risks fully, which is something these campaigns exist to spread awareness for.
I looked with more detail into prior social media campaigns online, such as the other videos by THINK!, which will be explored on a later page. The importance of these videos being shown online is that anyone can watch them, and they will therefore have a larger viewpoint because of this. This also makes them more accessible to people looking for them on the internet, as they will be where they want them to be immediately. The importance of using social media for advertising is that it will allow you to have more introspect into your community both by allowing you to show more of your campaign and by allowing more people to see it. Furthermore, commonly shown campaigns can be very helpful to an audience by keeping your causes necessary by reach and causing conversation, therefore helping your growth to expand to new levels.
I am making a short stop motion piece filmed with paper cutouts as my animation. In this video, I will be tackling the concept of day drinking, specifically in the presence of someone who is vulnerable.
To do this, I will be mimicking a children's fairytale book with poetic rhyming and innocent imagery, but done in a way that makes it sound hostile, showing to the viewer immediately that something is wrong.
I will attempt to be mostly following the target audience, however since this will be aimed mostly at people in the presence of young children, making it fit a much more niche audience. I will be using innocence as a plot point, to imply that no matter how young and innocent the person behind the wheel was, there will always be a more innocent person at stake. I will try to use this to imply that the victim is always the one more innocent, no matter how experienced the driver is behind the road.
The concept of this video will mostly tackle the topic of day drinking, as well as having a small number of drinks, while still being enough to get drunk. This is because most people underestimate the risk of drunk driving under other conditions, so I would like to bring those issues to light with my piece.
CLEAR ANCHORED MESSAGE - NOT POLYSEMIC
USE OF ICONIC CHARACTERS - TARGETS CHILDREN WITH ICONOGRAPHY
VOICEOVERS - COULD BE IMPERATIVE OR COMMENTARY
OFFER ALTERNATIVES - TANDEM NARRATIVES
EXAGGERATED FOLY - HYPERBOLE MUSIC/SOUND
EFFECTS
CODES AND CONVENTIONS OF PUBLIC INFORMATION FILMS:
*SHORT – PREVENTS DISTRACTION, STRAIGHT TO THE POINT
*SHOCKING - USES IMPACTFUL IMAGERY TO GET THROUGH TO THE VIEWER
*INCLUDES TEXT- GET STRAIGHT TO RULES, POSSIBLY FOR STATISTICS
*EMOTIVE - MANIPULATES THE EMOTIONS
*IMPERATIVE - DEMANDS PASSIVITY OF THE VIEWER
*BRANDING - USES SPECIFIC NAMES TO ENCOURAGE CONVERSATION
*USE OF SOUND - SILENCE ENCOURAGES VERSIMILITUDE , OTHERS USE MUSIC FOR EFFECT
*NARROWLY TARGETED - HAS A SMALL DEMOGRATIC, VERY DIRECT/TARGETED