Initial Ideas Sheet

Initial Thoughts	Answer	Explanation
Who I might work with?	Megan Byfors, Megan Webster and Georgina Paulus Nield	They're the same age and in the same class and have their own good traits that each would benfit the group.
Chosen area to campaign for.	Baldock Museum.	It is unused and becoming quite derelict. We feel it could be much more useful with another thing.
Local campaign – how does this place affect the area.	It affects it because no one in the community goes in the musuem and hardly anyone knows when or if it's open or that it's even there.	We think we can make it somewhere that people know about and people will want to be involved in.
Media Form 1: Briefly outline your campaign ideas – name, slogan, audience, form etc	FACEBOOK PAGE Youth Club in Baldock Musuem once it has been regenerated. Name; Regenerating Baldock Museum. Slogan; Make every regeneration count. Audience; Age range of 13-16year olds. Forms; Something people can join or like, and it's open for comments and pictures etc. can be added.	This is a good form for our specific target audience because the use of social media would get teenagers inolved very quickly and they could see it with just the click of a button. It is stereotypical that teenagers are on these sites a lot and a facebook page is easy to set up and post on.
Media Form 2: Briefly outline your campaign ideas – name, slogan, audience, form etc	SHORT FILM Name; This is renegerating Baldock. Slogan; Make every regeneration count. Audience; This is again for 13-16year olds, but others younger or older could take a look. Parents of kids can see why it is good for their kids to begin to attend the youth club. Form; It would be a documentary, maybe with a few actors, to walk around and point out parts of our regeneration in Baldock.	A short film is good for our campaign because it hs more detail and views than any other form. It can also be posted on social media sites such as Youtube and on the Facebook page as well.
How these 2 forms are integrated (vital for higher marks)	These are integrated because they can both be posted in the same way and for the right target audience. The video can be posted on the Facebook page and also on otyher social media sites, and have the same amount of interest each.	Intergrating these two forms of media is good because it can really give a good range of detail within the campaign. Although leaflets and newspaper ads are also important, these are the most accessible to our target audience, so together they are well integrated.
Intended target audience	13-16 year olds.	This is the range of teenagers, but not too young and not passed the age that is too 'adult' for what the youth club is about.
Why this campaign suits them.	They can easily hang around with friends in a safe and happy environment.	In Baldock there isn't many places to go, so there would be security for parents and for the kids themselves. Although not many teens are intimidated in Baldock, some of the older generation are, so giving them somewhere to go would be good for the community.
Any other ideas or comments to make	We can get the community involved in helping to renegerate the museum, which could bring the community closert together and be friendlier towards each generation.

Initial Ideas: Planning

Initial Ideas: Planning

 

These were our initial ideas for places we could regenerate in Baldock.

Final Ideas

Final Campaign Idea:

Our final campaign idea is to turn the current Baldock Museum into a Youth Club. After conducting two surveys we found that both the average public of Baldock and the teenagers who live here thought that Baldock would benefit from a Youth Club, due there only being one that currently runs in Baldock however this one is a Christian Youth Club and we felt that it excluded many people who may wish to attend a Youth Club but felt they couldn't due to not being Christian. Another reason we chose the museum as our venue for the Youth Club is because the museum is very underused and we thought that we can change this by re-developing the space and turning it into a Youth Club.

Final Campaign Target Audience:

Our final campaign target audience is 13-16 year olds We have chosen this range as out target audience because we think they are not too young but they have also not passed the age that is seen as too 'adult' for a Youth Club. From the people we asked in our targeted survey we found that they mainly between the ages of 13-16 and said that if a Youth Club was an option for them to go to then they would attend.

Our Presentation

Our first presentation was to inform 'Regeneration' about out initial research ideas for our campaign.

Our presentation:

Our prezi:

Survey - Target Audince

Our second survey was aimed directly at our target audience which we decided would be teenagers. We thought teenagers would be the best target audience as we are all teenagers ourselves so can easily relate to what they want and what they need. It also means that the we will be most suited to using appropriate language and methods of promotion that we know teenagers will see.
In this survey we asked more direct questions about where people 'hung out' and spent their free time. We also asked whether they felt Baldock would benefit from having a youth club that wasn't strictly Christian and whether they would attended the youth club.

 

 

Survey to Research Community Space Development in Baldock: (Teens Only)

How old are you?

 0-10

 11-15

 16-20

How long have you lived in Baldock?

 0-5 years

 6-10 years

 10+

What public places in Baldock do you normally ‘hang out’ in?

[ ]

Do you feel intimidated in Baldock?

 Yes

 No

 I don’t know

Do you think Baldock would benefit from new facilities such as a youth club?

 Yes

 No

 I don’t know

Would you go to a youth club if it was available?

 Yes

 No

 I don’t know

What services would you like to be provided for fun?

[ ]

What services would you like to be provided for serious issues?

[ ]

• We also found that the places most of the teenagers 'hung out' in were 'Costa', the park and Tesco.
• We also found out that the services the teenagers we surveyed would like to be provided for fun, included more places to sit down with friends in town, and at the park; more shops; small cinema screenings and a couple of people wanted a small skate park.
• Finally the last question asked if there were any services the teenagers would like to be provided for serious issues. The responses mainly focused around support groups for young people. 

Survey - General Audience

We have created two surveys to find out what people in Baldock think of the community, how they think it could be improved and to see whether they like our idea of a new youth club. This survey was aimed at a general audience and we asked questions to find out if they agreed Baldock needed a youth club and whether they would participate in the regeneration of an area to do this.

Survey to Research Community Space Development in Baldock:(general)

How do you feel about the public spaces in Baldock?

        Very happy

        They’re Good

        Ok

        Not so Great

       Terrible

 

Are you proud to live in Baldock?

        Yes

        No

        I don’t know

 

Overall, how safe do you feel in Baldock?

        Extremely safe

        Quite safe

        Moderately safe

        Slightly safe

        Not at all

How often do you visit the public parks/green areas in Baldock?

        All the time

        Sometimes

        Not so much

        Never

How often do you attend events in Baldock?

        All the time

        Sometimes

        Not so much

        Never

Is Baldock a good community to be around?

        Yes

        No

        I don’t know

Do you think young people need somewhere to go in Baldock?

        Yes

        No

        I don’t know

What would you put in a youth club for teens?

Would you partake in the regeneration of a run-down place in Baldock so teens can have somewhere new to go?

        Yes

        No

        I don’t know

Is there anywhere in Baldock you feel needs regenerating?

 

 

We gave the public options for the majority of the questions but left a couple open-ended in case they had any ideas that were dramatically different from our own.

We got a range of results from this survey, however the vast majority thought that young people did need somewhere to go, they liked the idea of setting up a youth club and were prepared to volunteer to help re-generate an area to do this.

 

 

Results for General Audience Survey

 

Research Into Task

Why do we need to focus on regeneration and getting people involved with community and green space?

We need to focus on getting people involved with community and green space because we need to encourage people, especially the younger generations, to socialise more and move away from social media. More and more young people are spending increasing amounts of time on social media sites such as twitter and Facebook and are not doing anything to help the community they live. Another reason we must encourage the local community to get involved with green space is to prevent it being turned into housing estates. Baldock is a very green area and there are some proposals to turn empty fields into new housing estates so unless we get the local community involved with re-developing these space we will lose them into more houses and a much busier town than it already is.

Target Audience

We have decided to use on teenagers as our target audience for our campaign on regenerating the Baldock Museum to use as a youth club because we feel we are able to speak to them and understand them better. We also  think that by choosing teens we are able to use more appropriate language and appeal to them better than if we trying to appeal to adults.

Possible Content

Initial Ideas

Allotment Ideas - On the edge of Clothall Common in Baldock, there is an empty, and overgrown field that could be put into use as something more. It could be cut down and made into allotments, this would target mainly the older generation as somewhere to go, plant vegetables, fruit and plants, and this could create some kind of community, there could be small sheds built and maybe a small club/coffee area to have a drink and a biscuit in.



Community Centre - This is very run down in Baldock, it's not as nice or as promoted as it should be. It is used for small sportsd clubs and parties occasionally, but no one really goes there. It could be more of a cafe place, and have more of a community, like it should have.

Church Gardens - around St.Mary's church the area is pretty run down, although most of the gravestones are very old, the surroundings could be better. We thought that putting in a flower garden and getting the community to help plant flowers around the church and the church walls would make it look more caring and pretty. This could be a chance for the local community to get together and support the church and also puts more hope into the area.

Youth Club - In Baldock there isn't anywhere for teenagers to go, there is only parks and public spaces such as the high street and around Tesco. This intimidates other kids, and adults or the elderly, so having somewhere for them to go and hang out would be a good idea. we were thinking they could transform the Baldock Museum which is in the centre of Baldock to something with pool tables or air hockey and couches to make somewhere for any teenagers to hang out in. the Baldock museum is very rarely used and doesn't have much in it at all, so could have the facilities of a youth club, as well as the original stuff.

Scout hut - This isn't too run down, but it couldpotentially be re-furbished or re-painted to look better inside and outside. There could be some new equipment put in it, for the kids and for parties, this would attract more people.

My Group

In my campaign group there are four people:

•  Megan Byford
•  Megan Webster
• Georgina Paulus-Nield
• Myself (Janvi Bhalla)

Campaign Analyses

Political Campaign

 

 

This purpose of this campaign was to encourage people across America to vote for Barack Obama. They used a number of different media platforms to reach as many people as possible and inform them of the plans Obama had.

• Patriotic colours - red, white and blue - and use of stars and stripes shows that his campaign is honourable, for America and he is hard-working, like America believes its presidents should be.
• Direct mode of address is used however he is smiling down the camera to show he is a friendly person and to create the image that he is a trustworthy person who people can trust to be a good president.
• 'Yes we can' refers to Obama saying he can become president but the use of the word 'we' includes the public therefore creating the impression that he is one of them and they should work together - another example of how the poster is portraying him as a friendly and trustworthy man.

They also set up a website that set out the different policies Obama had and what he wanted for America. - http://www.barackobama.com/?source=site_20131001_splash

 

• This is a screen shot of the homepage of the website that was set up in order to aid the campaign of re-electing Obama for President.
• The same colours of red, white and blue are used throughout the campaign to keep the running theme of showing that Obama is patriotic and wishes for America to be the best it can be.
• The website is fairly neutral towards a specific target audience because the campaign group do not wish to exclude a certain demographic of people as they want as many votes as possible.
• However on other parts of the website there are links to social media sites which targets the younger voters.
• The tab that says 'donate' would be more targeted towards older voters who are settled and have jobs rather than younger voters who may have just left university and are still finding jobs so don't have much spare money.
• The website is set out very clearly with each policy having a sub-title and a little summary of the issue. This makes it easier to read and also breaks up the website so that the homepage doesn't have large amounts of text on.
• There are tabs at the top that allow people to see the latest news that has happened within the campaign which keeps people involved and shows how even now that Obama has been elected, they are still working on ensuring people across the country are informed of the progress.
• The heading 'Organzing For Action' is the group that is in charge of promoting Obama and organising the campaigns. They have their logo at the top of the homepage so that anyone who views the website immediately knows who is in charge of the campaign.

Another method used by this campaign group was using social media sites such as Twitter, Facebook and Tumblr to reach a younger audience. 
Twitter account - https://twitter.com/BarackObama
Facebook account - https://www.facebook.com/barackobama
Tumblr account - http://barackobama.tumblr.com/

• Obama and his party use these social media sites to appeal to the younger generation who use the sites the most.
• These sites mean that people across the country, and the world, can know what Obama has tweeted/posted within seconds at the push of a button therefore these sites became very useful tools for the campaign.
• During the election campaign Obama and his party used their social media sites double the amount they were before the election. This would have been to reach as many people as possible during a relevant time so any information people saw on these sites would be in their minds when they went to vote.  
• Social  media also allowed the campaign to constantly remind people of upcoming events without having to produce more posters or a television advert.



Drink Driving Campaign 

The company 'THINK' are a campaign group who are campaigning to make the roads safer. They have a number of different campaigns running that focus on different issues that can make roads unsafe such as: drink driving; drug driving and speeding as well as others. I am looking at their campaign for drink driving for which they have used a number of different media platforms to show the public drink driving can be.

• http://www.youtube.com/watch?v=XwjE_DqFxz4
• This is a television advert created to shock people and make them realise how dangerous drink-driving can be.
• The advert is fairly simple, and there is only a small amount of text at the end however when you first see the advert you are not expecting the crash through the mirror which captures your attention and makes you pay attention to the advert.
• The target audience for this advert would be younger adults due to the age of the people in the advert and also young adults are most commonly the age group who go to the pub and drink quite heavily and then may decide to drive home.
• The use of the rhetorical question is there to make the viewer think about drink driving and the impact of the shocking advert means it will stick in the viewers mind and they will remember it.
• At the end there is the logo of the company 'THINK' along with the slogan 'Don't drink and drive' Whilst the slogan is very simple it is also very effective because its direct and straight to the point.
• There is also the hash tag - #publooshocker which is appealing to users of twitter as the company is encouraging these people to share the video and use the hash tag. By encouraging this they are trying to ensure as many as possible see the video and are therefore seeing the campaign set up.

Another method they have used is posters that would be found on billboards or in magazines. An example of one of their posters is:

• This poster is designed to scare people into not drinking and driving by telling them what they could lose if they were stopped by police or were to have a crash.
• The style of this poster is done so that each consequence is on a different alcohol bottle using that brand's design and font - by doing this the company have linked the message they are trying to get across with the issue at hand of people drinking to much and then driving.
• They have the 'THINK' logo in the bottom right hand corner along with the slogan that is found across all their drink-driving campaigns to keep it memorable and to always remind people who is behind the campaigning.
• In the bottom left hand corner there is the link to a website which a person could follow to find out more about the issue.

THINK also have a website they have set up that informs people about the risks of drink driving and offers helpful advice and information - such as how much alcohol you are allowed before being over the limit.

The law

There are strict alcohol limits for UK drivers:

 

35 microgrammes of alcohol per 100 millilitres of breath

80 milligrammes of alcohol in 100 millilitres of blood

107 milligrammes of alcohol per 100 millilitres of urine

 

 http://think.direct.gov.uk/drink-driving.html

 

 

 

Health Safety Campaign

 

The NHS have come up with a campaign to raise awareness for people who suffer from a stroke so that the public know the signs and how to act in these cases.

They have used these posters to raise awareness:

 

 

 

• This poster uses an acronym to get its point across
• There is a clear message and instructions on what to do if you notice someone displaying signs of a stroke which are also shown in the poster 
• The word 'fast' has been highlighted in yellow and is much bigger than the other text to emphasise how important noticing these signs and reacting quickly is
• '999' is also highlighted in yellow to stand out from the black background and other white writing. Everyone knows that if you have to call 999 then there is a serious problem so the numbers would stick out and automatically tell the reader that it is extremely important they understand how serious this problem is.

The NHS also have a website  - http://www.nhs.uk/actfast/Pages/stroke.aspx - with more information about stroke, real life stories and links so that people can help spread the information easily.

• The website uses the same colours as the poster to keep the house style and ensure that whenever people see the acronym or a poster they are reminded of the whole campaign.
• Across the top of the page there is the same images and short information that is given on the poster to again keep continuity and re-iterate the message of what to do in these situations.