Bully Campaign

Proposal:
Our project hopes to raise awareness towards cyber bullying and how it can lead to mental health issues, the reason we are passionate about this is because we feel this issue (cyber bullying) is a very taboo subject and doesn't get enough light in mainstream media such as adverts and campaigns. Our idea shows the narrative of a teenager going through his student life whilst he gets bullied, it shows his troubles and his mental health issues what home and at college, it shows how adults don't always notice the issues and problems teenagers go through and how bullying can go un-noticed in the education system.

Target Audience
The target audience we want our social action to apply to is teenagers aged from 13-19, we feel this is the best target audience because About 75% of students admit they have visited a website bashing another student. This fact shows that students have to be the biggest target audience because it happens the most with this certain group of people, we're focusing on a younger audience because we feel our narrative and script fit the target audience we're appealing to, but also because cyber-bulling happens the most with this target audience.

Genre:
Our genre for our campaign is drama, we think this is the best option because we are using real life people in real life situations, a docudrama will use re-enactments to show the audience a narrative but also to show raw emotion depending on the story and the narrative. Adding to this we feel drama is the best genre because of the narrative and some graphic scenes that may be shown, we want the audience to feel upset after watching this advert and for it to have a huge impact on them, the way we will do this will be the introducing of the characters and the hard hitting narrative involved.

https://www.youtube.com/watch?v=p2MFuWhFhgI

I found a video that relates to our campaign, in this advert they have the same target audience and message to ours. The biggest reason why i feel our target audience would be hit emotionally by our campaign is because victims of cyber bullying could relate to the character is our narrative , it would also be popular because we hope our characters emotion will connect to the audience and will hopefully get victims to speak out, we want our audience to be emotionally connected with the character and to also see themselves in the character.

I feel the camerawork will be similar in some aspects but different in other aspects, for instance when filming an interview maybe, we will move the camera to the left or to the right, this is a typical camerawork convention that is used in drama documentaries that could be used. We will make it a little bit different when filming the re-enactments, we will do this by filming it like a movie with a linear narrative, although movie like social action videos have been created before our will be different because of our superb narrative involved and the way it will be executed. When working with the lighting throughout our project we can manipulate it and experiment with it in many ways to make our re--enactments look better but also our interviews, we could make the interview go from sinister to happy and sad whenever we wanted just with the lighting, so i we feel that the lighting for our narrative is important, especially with the more darker scenes we can use lighting to our advantage to make the story more believable and realistic.

We will use a backdrop when speaking to a professional or when doing an interview, we will use this because we feel this will fit the narrative and the structure in which we want our project to follow.

Our sound may be different from any other style of social action video because a drama documentary normally has narrator from the start, ours will be a little bit different, it may have some narration throughout the re-enactment but it will not have as much narration like the typical Docudrama would have. Adding to this we may have some music, which actually does follow the typical conventions, the music will match the narrative.


Overall, our idea will challenge how campaigns are made, we will show charities that campaigns can be made in a unique,emotion driven way and can be controversial without having the bad press and the backlash afterwards,, we want our narrative, camerawork, Mise en scene and characters to make our campaign amazing and different, whilst gathering an emotional response from the audience whilst they watch it, campaigns can be cheesy and cliche, we want ours to be unique and special and a campaign that the audience can get behind and one they can relate to. Our campaign and narrative will start with a re-enactment of a teenager as he gets bullied through his day, as his day keeps getting worse and worse the narrative gets darker, Our characters will be dark and distant from the rest of the world, especially the main character we want to really capture what it's like to be in a dark place and to be traumatised mentally. Our interviews that we may conduct will be with a professional, somebody that is close with the target audience ( college counsellor) we feel this would be a great interview to conduct because the target audience could relate to some of the answers. Finally, we have found some locations such as bridges, bedrooms, houses to film in and classrooms, we feel these were the best places to film in because the bedroom will start the narrative, the classrooms will be in the middle of the narrative and the bridge will finish off the narrative.