ACTION Part 2: Social Actions and Community Media Production Videos

Social actions and community media production videos

Video One: World Water Day - Charity Water

http://www.youtube.com/watch?v=DEnlrE4iMBU

Content

The Video starts with clips in ten seconds showing running water in vintage style, with a typical 50's public service announcement style narrator, then the style switches, with modern electronic music and slides that illustrate the danger of drinking dirty water, and how the parts of the central African republic is suffering through drinking dirty, disease inducing water, facts about this region flash up midst clips taken from Africa illustrating the facts being brought up. The overall message is to give to the water charity in order to train people to dig and maintain safe water wells and pay for their equipment.    

Codes and Conventions

The use of a backing track to match the pace and the message of the clips is well chosen. Each message is delivered with unique effects to draw attention to the information.

Style

Modern electronic music is used in contrast to the public service announcement style at the start of the video; the song itself has lyrics such as "time bomb" which could allude to the fact that it's only a matter of time that people from that area get ill from drinking the dirty water. The rest of the video combines flashes of text with moving images that show Africans in need and their happy reaction to the clean water. The last part of the video is the charity's website with a twist that the message from the public service announcement is repeated - from the 50's announcer.

Technical Aspects

The video itself is mostly clip based with facts using eye catching wipes and colours to hold the viewers attention. 

Video Two: Tear fund

http://www.youtube.com/watch?v=tnkxAGiJ5IU

Content

The video opens with a foggy landscape in which subtitles run across the screen as a small child is talking about Christmas, and then he introduces himself as 12 year old Daniel and says how he lives in Peru and how his father walked out on him, and his mother couldn't cope. Daniel goes on to say how he got involved with a bad crowd, but then his life was turned around by his local church sending a woman called Elena from "Agape" to help them. Daniel describes how "Agape" helps families with their issues, to realise how their behaviour is detrimental to their lives and to enlighten them to God. There are then clips where the pastor of Daniel's local church is speaking, amongst clips of Daniel and the community learning about God. Daniel then talks about Agape helping his mother find a job. The video ends with the carol "Silent Night" playing with Tearfunds overall message for this advert displayed on the screen for people to give money to help people like Daniel and local church partners.        

Codes and Conventions

First hand experience added to the narration, Christmas related clips to promote good will and encourage the viewer to donate at Christmas because of seeing the joy that the people in the video have for Christmas, a form of emotional blackmail. A traditional carol featured at the end to provide a personal reaction due to the nostalgia and recognition of the carol.   

Style

The advert has a documentary type style, with continual narration and clips that match the situation they are discussing, the advert is from the point of view of the people the charity have helped, which provides the validity of a first hand experience.

Technical Aspects

The majority of the video is narrated as translation of its narrators that have been helped by the charity. The rest of the video are clips of the decrepit area followed by clips of the charity at work, as if telling a story of how Daniel's life turned around for the better.

Video Three: Working solutions

http://www.youtube.com/watch?v=K7QSMUyHjtU

Content

This video features testimonials from people who have taking the help service "Working Solutions" The video opens with a woman talking about her attempts into work as her words come up on the screen "Everytime I tried to make that step..." and then another testimonial from a man is heard, as his words: "I was unemployed, it was frustrating" are written across the screen. The picture switches to the first woman talking about how "Working Solutions" helped her and then the camera switches to a man on a building site talking about how "Working Solutions" helped him, then to a man in a suit talking about how important he feels the scheme is, how it has helped him have purpose in his life. Then the background music turns more upbeat as it shows clips of people happy with the course and their new jobs. Next is a testimonial from someone who got a degree and didn't know where to go from there and how "working Solutions" helped her and then her face is captioned with her name and the words: "...now working for a marketing agency"  After this a testimonial who had been looking for work for over a year until he discovered this service, and then his face comes up and again there is a caption saying that he now works somewhere, this pattern is repeated for another two other people and then there is a final statement from each of the participants. Lastly, upbeat music is played as the company logo and slogan appears on a white background.

Codes and Conventions

Social values factor into this as the video promotes the fact that one can achieve their goals and be respectable members of society.

Style

The advert centres on several testimonials from people who have benefited from the service, this has a style that invokes a sense of rapport with the viewer, and they feel a sense of trust with people they can relate to.

Technical Aspects

Clips represent positive aspects and encouraging testimonials promoting the service. Each clip is tailor made to the type of work they are now involved with, whilst showing the facilities they use on site, so subliminally promotes the site itself. 

ACTION Part One: Brief Analysis

Action

Brief one: Competition Brief

This brief is for a campaign aimed at 11-18 year olds to create a campaign that can influence young people in order for them to value and respect the ‘creative industries’,

Objectives:

To encourage young people to respect the UK film, TV and video industry and to try and rid young people of the temptation to watch "pirate" films and the importance of watching official film and TV. The brief itself gives you four key messages, of which you must choose one, these are: promoting the creativity and hard work that goes into the content, the positive role of copyright, the value of the industry to the UK economy and how film and TV are worth paying for.   

Content:

There are two age groups that they must fall under to enter; 11-14 and 15-19. The content must reflect the positive reasons why young people should do the right thing, without invoking a negative stereotype on young people for accessing unofficial TV shows and films. The issue is not the young people. The person entering must choose one of way to present their ideas from this list:

·         A poster campaign (two or three posters)

·         A radio campaign (two or three radio commercials of up to thirty seconds each)

·          A filmed or animated advert of up to thirty seconds

The key messages could be negotiated to include music piracy. The opportunities this campaign could have for the relevant age groups would be expanding their creative mind, their skills in radio commercials, and the knowledge of recording equipment. Also, winning this campaign would look good on their CV.  

Language:

Their "top tip" section is something that young people are associated with, as this expression has been used in young people's media. The brief encourages the person entering to think about what appeals to them, and to be persuasive in a way that is suitable and will appeal to their age group.

Brief Two: Commission Brief

This brief is a multi phase commission to achieve three objectives; one is to redesign the website of EntertainXYZ, providing direct communication methods including film and television show profiles, featured articles, and company information. The next objective is to Create a password protected client area for current projects and in order to liaise with clients, and then finally to create an internal company Intranet which will be used to facilitate internal communication and company news.

Objectives:

The content should appeal to EntertainXYZ’s target audience of creative, studio or financial executives. The website must be set up in a way as to encourage these individuals into choosing EntertainXYZ to provide solutions for their branding efforts. The website must also provide additional information and company background so that its readers can make verifications.

Content:

Aspects of the website must use marketing & branding efforts in a new and unique way.

Information should have a fresh and conversational tone. The website must be easy to navigate and to find information with speed and ease. It is fairly straightforward as to what the company hopes to produce, however they have not mentioned colour scheme or layout, and the password protected area could either be on the website as just a username and answer boxes, or there could be a link to it at which point a new page could open which then asks for username and password. This could present opportunities to the designer which includes: building recognition, moving further up the corporate ladder, using new technology, enhancing their design skills and show reliability.

Language:

The brief is semi-formal with minimal colloquial phrasing and language that makes the objective clear such as the phrase: "EntertainXYZ is seeking a redefined online presence and identity"

Brief Three: Informal

Objectives:

As part of their "Change Programme" hey want to create a visual statement to impress all those who visit the school – pupils, teaching staff, parents, governors, visitors. The school is well concealed from the main road into the village. This has led to the need for a statement artwork to greet all and sundry as they arrive at, or leave the school, one that speaks of the schools values.

Content:

They are seeking submissions from a wide variety of art forms – sculpture, installation, signage, metalwork etc, for this element of the programme and are open to ideas. These submissions should take the form of being co-produced with a group of students with the emphasis on sharing practitioner skills with the group. The students may be from year 7 to 10. The overall message of school values gives a wide scope for the artwork topic, which could incorporate a moralistic message or a slogan. Opportunities that could arise from this project would include:  expanding their creative mind, recognition for their work, enhancing their art skills, helpful practise for future products and would look good on their CV.

Language:

The language is informal, and uses vocabulary that the average student can understand as the brief is aimed at students as part of their "Change Programme". Their overview of the school itself helps promote the school and give an idea as to the school's status and values.

Brief Three: Informal Brief

About our school

We are a Specialist Arts College mixed 11-16 comprehensive and we have high

expectations of and for our students, with talented, committed and experienced staff

who give freely of their time to create opportunities for success for all students. Our

student population is drawn from a wide area as our reputation both as a community

and in the community is extremely positive. We limit the number of students at Caistor

Yarborough which enables us to know all of them as individuals and create a genuinely

personalised learning programme as they progress through Caistor Yarborough. We are

proud to be a Values School with outstanding pastoral care.

Our work received external approval with an excellent Ofsted report in April 2007 and

in our interim review. Our Arts College status has created further opportunities for

the students to showcase their skills, talents and abilities in a vibrant school with the

emphasis firmly on individual achievement.

About our project

Public Art

As part of our ‘Change Programme’ we want to create a visual statement to impress all

those who visit the school – pupils, teaching staff, parents, governors, visitors. The main

entrance and exit of the school are steep driveways leading onto a main road, and the

main car park area is well used by cars and school buses. The school is well concealed

from the main road into the village. This has led to the need for a statement artwork

to greet all and sundry as they arrive at, or leave the school, one that speaks of the

schools values. We are seeking submissions from a wide variety of artforms – sculpture,

installation, signage, metalwork etc, for this element of the programme and are open

to ideas . These submissions should take the form of being co-produced with a group of

students with the emphasis on sharing practitioner skills with the group. The students

may be from year 7 to 10. More information about the schools, its vision and values can

be gained from its website, www.caistor-yarborough.lincs.sch.uk

Brief Two: Multi Phase Commission

SAMPLE CREATIVE BRIEF

EntertainXYZ Web Site Redesign

Creative Brief <date> <version>

Project Summary:

EntertainXYZ is an award-winning on-air branding agency providing innovative solutions for the film and television industry. Known only to a niche community in the local industry, EntertainXYZ is seeking a redefined online presence and identity – to promote the company’s unique approach and vision to a global audience. Additionally, EntertainXYZ would like to promote additional capabilities including print and interactive identity campaigns. The exisiting web site is a brochure site with outdated content and client list. Immediate goals include advancing marketing and promotion of the company via the site at Promax, the industry’s major showcase tradeshow. In addition, a significant goal is to recreate the site so it is scalable and easy to update. Long-term, the EntertainXYZ site will be a tool and a resource for clients and company – with the eventual build out of a client communication area and a corporate Intranet.

Target Audience:

EntertainXYZ’s target audience includes creative, studio and financial executives. These individuals are looking at the web site in order to decide who will provide the most innovative and unique solutions for their branding efforts. These individuals may have already heard of EntertainXYZ, and are looking for additional information and company background for amplification and verification. Experience, industry connections, and quality of product are important factors in the decision-making process.

EntertainXYZ's typical web site visitor is a VP of Marketing for a high-profile television studio. He is considered ‘old school’ and has been in the industry for over 20 years, starting from initial television production and set design. He has an interest in technology, but rarely uses his computer for anything but email, calendar and contact information.  He is on a shared studio T-1 network connection, and when online uses the Netscape 4.0 browser – the one that came with the computer and has not been updated. He is rarely online, and usually only when directed to the web. He looks at competitive studio advertising, marketing and promotional efforts, and when away from work never goes online.

Perception/Tone/Guidelines:

1.     Dynamic, experienced, contemporary, exciting, fun, communicative

2.     Elegant, semi-corporate, high production value, high visibility

3.     Use current EntertainXYZ marketing & branding efforts in a new and different way

4.     Information should have a fresh and conversational tone

5.     Easy to navigate and find information

Communication Strategy:

The web site redesign will provide direct communication methods including film and television show profiles, featured articles, and company information. In the first phase of development, the site will be mostly a brochure-type site with limited interactivity and database origination. In the next phase of development, a password protected client area will be added for current projects and communication, as well as an internal company Intranet which will be used to facilitate internal communication and company news.

Competitive Positioning:

EntertainXYZ has many competitors in the development community, mostly smaller shops with many partners who say they 'do it all.' Highlighting the quality of production & development projects, the high-level project and client list, and overall attention to detail and breakthrough branding and positioning efforts will separate EntertainXYZ from its competition. Attention to overall marketing strategy will also help to differentiate the web site in the industry eye.

Single-Minded Message: innovative communication

Brief one: Competition Brief

About Be ©reative
Film Education has teamed up with ScreenThing, (a unique programme which takes young people under the skin and behind the scenes of the film and TV industry) to launch this year’s Be ©reative competition.
The objective of the competition is to create an impactful campaign which encourages young people to value and respect the ‘creative industries’, in particular, the film, video and TV (also known as ‘audio-visual’ or ‘AV’) industry in the UK. This Be ©reative competition is different from ones you might have seen before.
THE BRIEF
To stand the best chance of catching the judges’ attention, make sure you read this brief carefully and use the supporting resources available on the Be ©reative website (www.filmeducation.org/becreative/resources) to inform your own creative campaign.  
What does my entry have to do?
Your campaign needs to:

·         Encourage young people to respect the UK film, TV and video industry

·         Encourage young people to make the right decision and choose to watch official film and TV

What is the key message?
We are looking for adverts which bring to life ONE of the following key messages:

·         Promote the creativity and hard work that goes into making original AV content in the film, video and TV industry. It takes many dedicated people working behind the scenes, celebrities are not the only people involved in creating film and TV, OR

·         Demonstrate the positive role copyright plays in protecting the future of film and TV. Because when people choose official film and TV it means the audio-visual industry can invest in future production and keep making the movies and TV shows we all love, OR

·         Bring to life the value of the film, video and TV industry to the UK economy. Because the audio-visual industry, and all the creative industries, make a huge contribution to the UK economy , OR

·         Celebrate how much people love film and TV and demonstrate that great film and TV moments are quite simply worth paying for. Because our favourite films and much loved TV shows are sometimes heart-stopping, often hilarious, but they always make us feel

TOP TIP:
The most effective campaigns will be the ones which bring to life the positive reasons why young people should do the right thing. Don’t fall into the trap of criticising young people for accessing unofficial TV shows and films. Young people are often depicted as the problem – but that’s not true.  The reality is that the overwhelming majority of young people want to do the right thing and access film and TV responsibly.
Who is the campaign aimed at?
Your campaign should target your own age group – that is, 11-18 year olds. You may choose a particular age bracket within this group. Think about what appeals to you, and see if you can be as persuasive with your campaign to people like you.

How do I enter Be ©reative?
To enter this competition, all you need to do is create an original advert designed to encourage young people to respect the film, video and TV (also known as ‘audio-visual’ or ‘AV’) industry in the UK. You can work in groups of up to four, or independently and there are two age groups for entry, 11-14 and 15-19. Choose ONE of these formats to present your ideas:

·      A poster campaign (two or three posters)

·      A radio campaign (two or three radio commercials of up to thirty seconds each)

·      A filmed or animated advert of up to thirty seconds

Where should I look to find out more?
You need to research the background to your campaign before you get started. The Resources on the Be Creative website will help you find out more about the film and TV industry, the role of copyright and much more. Visit www.filmeducation.org/becreative

Emailing Production Companies

Here is the words I used when emailing the ignite creative production company:

I am a student of The Oxfordshire Creative Academy, I am currently working on an assignment where we are conducting analysis on existing briefs, I was wondering if you can send me an example of a brief you have been set/you have commissioned, for the project I am doing.

Alison