U30 LO2

Planning Booklet

Product you will be selling:

Think! Road safety- drink driving campaign.

Information on product / client (what is the product who makes it how large is the company
etc)
Think! Is a road safety campaign which promotes in the following areas: Speed, Drugs, Drink, Mobiles,
Motorcycles, Country Roads, Cycling, Fatigue, Horse sense and seatbelts.
Think! Is a very well-known company when it comes to promoting safety on and near the roads.
The Think! campaign is run by the Department for Transport.

Who is your target audience? From Internet research and other adverts by the same brand.
Link to these adverts and research.
Drivers, pedestrians, police, teenagers and young adults- mainly males 17-24 and 25-34. I have chosen
this to be my target audience as once I had done the research, this had been the most common age and
gender to be in drink driving and car crashes. And also, I feel these people are a good audience to target
my advert at as they are relatable to the campaign which I am promoting.
Budget: How many people are likely to view this advert / what is the realistic figure this
http://www.roadsafetygb.org.uk/news/3793.html
Issues:
What issues could you encounter? Legal and ethical
company will spend? Look at other adverts they have and how much money was spent
on them.
http://webarchive.nationalarchives.gov.uk/20090418041905/http:/www.dft.gov.uk/adobepdf/164386/71113
0/drink-drive09.pdf
People
may find the advert a little distressing due to the campaign I am trying to promote. But other than
Many people are likely to view this advert as it will be aired after 7pm. The realistic figure this
that, there arent any, I dont believe.
company will spend is about 1,500,000.
The ASA has accepted certain distressing approaches in campaigns to raise public awareness of a social
59,549 (between Coronation Street in all regions) x 4 (times) = 238196 x 6 (weeks)
problem and the action that could be taken to prevent it. So advertisers in these sectors should still be
When
is
your
deadline
for this
advert?
cautious when using hard hitting
material.
59,549 x 4 = 238196 x 6 = 1,429,176
TH
1,429,176 is the cost for my advert to be aired 24 times during Coronation Street at 19:30 on ITV.
30order
January
2015
In
to abide
by these rules and regulations of the ASA, I need to make sure my advert doesnt SHOW
any distressing or harmful images.
From the images in my advert, I personally couldnt see any reason why someone would complain to
Ofcom.

https://www.gov.uk/government/uploads/system/u
ploads/attachment_data/file/291955/drink-drive-costs.pdf

Market Research: Other adverts / products similar to yours. When and where are they aired?
When does your TA watch TV? Are there any occasions when your product will be better off
aired.
Depending on the graphicness of the advert, it will be aired during daytime TV.
The DOE road safety campaign which shows images of young children being squished by a car was banned
from daytime TV due to the images, so was moved to air after 9pm. Broadcast watchdogs have deemed it
unsuitable to be shown before 9pm due to the sensitivity of the advert.
https://www.youtube.com/watch?v=yGVaArcV9BE
My adverts TA watches TV in the morning and usual at night, so my would be best being aired at around
after 7pm. This will help me get the point across to my TA and save money due to not airing it in the
daytime.

What resources will you need to complete this advert?

A camera, tripod, people, a road, two cars, editing programme- adobe premiere pro.

IDEAS
Brainstorm / mind map 1

Brainstorm / mind map 2

Chosen Idea:
Using Survey Monkey or other forms of questionnaires find out from your peers which advert
you should use. Upload your completed answers here.

7 people were sent this survey to complete, and the majority voted for a drink-driving
advert (6:1)

Target Audience from your own research: Questionnaires and Focus groups. Upload completed
questionnaires and notes from focus group.
https://www.surveymonkey.com/s/J5JMK3C
https://www.surveymonkey.com/s/MYTQ9K2
I sent my survey out to 9 people and the results came in as:
The majority voted that the advert was targeted towards both genders.
The age group was mainly at 18+
There was no main sexual orientation at whom the advert would be targeted towards.
No social class in particular that the advert targeted.
The region that the advert was promoted towards was mainly any, but two people voted London.
Any race and ethnicity.
The advert was voted as being a mainstream one.
Getting responses helped me with writing the advert as I knew how it would be perceived by the majority
of people watching it.

Drawings and sketches of your idea

Proposing idea: Discuss the USP, the style, the message it sends and the relevance to
your target audience
The USP: this advert will really help get the point across about drink driving and the consequences
as we will see it from two different points of view.
The Style: Dramatic
The message: dont drink and drive, or if you do, youll have to live with the consequences.
Relevance: this advert and its messages will be very relevant to my target audience (young adults,
teenagers and mainly males 17-24 and 25-34) as these ages are the ones that cause the most
deaths on the road. So, by showing this advert, it will hopefully get the point across to them.