The advert I will produce will be a burglary awareness campaign made by the West Yorkshire Police Force targeting parents, OAP’s, people who live alone and household owners in general.
I have decided this advert to be a realist drama to show the audience that this is a real life situation that is continuously happening all over the world (but specifying it to the area).
Advert idea:
The advert will be 30-45 seconds long, set at night time in a back garden with a fence, a dog is let out in the garden, sniffs around then starts barking at (supposedly) nothing, someone comes out to see what the dog is barking at, sees nothing, burglar is seen in behind shrub/tree by dog, dog taken inside, door shut, end screen showing slogan and logo. My advert would be accepted by ASA as it follows all of the regulation codes.
Slogan: light up, lock up, be secure
Facts about burglary:
A burglary happens every 40 seconds in the UK. 64% of householder confessed to occasionally leaving doors unlocked whilst away from home and a further 37% whist inside the home. 57% of burglaries occur when someone is at home. 56% of burglaries happen at night. 9% of property stolen is returned
I have conducted secondary research and collected quantitative information about my audience, production and market.
Audience research
Target audience is anyone (primarily) living in West Yorkshire who is either responsible of others inside the home or someone who is able to live and be in a home on their own.
Mainly targeting single parents living in urban or poverty (classed) effected areas as they are most targeted by burglary, also targeting people who keep the home open/unlocked.
Production research
Filming may take place during the course of 1-3 evenings without taking time out of daily routine work.
Equipment- computer and editing software, camera and microphone needed, can be rented but probably have the equipment anyway.
Staff- actors, camera man, editor
Time- time depends on how much editing needed and how many staff is needed
Funding/Cost- the West Yorkshire Police receive £71000 a year for advertising which is approximately £5916.66 a month, a lot of money will be used on the bonfire and Halloween time campaigns and advertising so may have a smaller budget
Further campaign elements- website page, posters/online images, adverts/video.
Market research
Darker nights is a talking head burglary awareness campaign made and published in October 2013 by the West Yorkshire Police. The advert is a midshot of a policeman in front of a suburban area in West Yorkshire (presumably) talking into the camera about how to prevent a potential burglary in the autumn/winter time. This advert starts with a plain black screen with the West Yorkshire Police logo in the middle and ends with bold text highlighted in yellow and symbols to represent the different tips. Very little expense on production process and advertising process as it is on YouTube. This advert is straight to the point, giving useful information from an expert of crime and safety.
They come from the sea is a dramatic advert made by the Royal Marines Recruitment showing a paranoid man being followed and eventually captured by soldiers in camouflage all whilst having hallucinations, this gives the young active male target audience an idea of what can happen in the navy. A narrative voice is used throughout the advert but stops at points of tension, the end shot shows the Royal Marines logo and website. The shots vary from close up to landscape and birds eye view and use special effects to create the visions, this advert is financially viable but would take time and an editor to perfect the overall finished advert. This advert is shocking in parts and interesting to watch, giving an idea of duties from a job.
Hayley Says 