ADVERT PROJECT Smoking Pitch Whats my campaign about

ADVERT PROJECT Smoking Pitch

What’s my campaign about? ■ My campaign is to raise awareness to stop younger people from smoking. As someone who was encouraged to smoke at a young age I feel that this is something that needs to be talked about a lot more. A lot of young people are unaware of the real dangers of smoking from a young age and i want this to be made clearer and more aware. ■ My goal of my campaign is to get schools to educate children on the dangers and risks of smoking and get it into their head from a young age. ■ I have learnt from doing a survey to 25 different people that the average of people smoking there first cigarette is aged 13. These statistics have proven to me that not enough has been done to prevent children from smoking and that a lot more needs to be done to help prevent them.

What’s inside a cigarette? ■ Tar is the part of cigarette smoke which causes the yellow-brown stains on teeth and fingers. Tar is made of nitrogen, hydrogen, carbon dioxide, carbon monoxide, and a wide range other chemicals. ■ There are 7, 000 chemicals in tobacco smoke, at least 250 are known to be harmful, including hydrogen cyanide, carbon monoxide, and ammonia (1, 2, 5). Among the 250 known harmful chemicals in tobacco smoke, at least 69 can cause cancer. ■ FACT: smoking only one cigarette a day can increase the risk of heart disease by 50%

Short term affects of smoking on young people ■ Your respiration system is slowed down meaning physical activity is more challenging for someone to do ■ Smoke irritates the airways, making them swollen, narrow, and filled with sticky mucus — the same things that happen during an asthma attack. That's why smoking can cause asthma flare-ups attacks to happen more often. ■ Impaired lung growth ■ Young people are twice as likely to get addicted to cigarettes then adults would.

Long terms effects of smoking on younger people ■ Lung, mouth, throat, kidney, and stomach cancers are increased higher if you smoke from a younger age. ■ Heart disease ■ Impaired immune system making it harder to fight off illness and infection ■ Shorter lifespan ■ FACT: 1 cigarette has been calculated to take away up to 14 minutes off of a smokers life span.

Target audience ■ My target audience applies to everyone but id mainly like to hit the hearts of mums and dads with children as this is advert will effect them the most. ■ Through my research I learnt that the most effective way to gain the attention of my audience is to be short but straight to the point. Over 80% of the people who participated in my surveys said they would pay more attention to a video if it was shorter. ■ My viewers need this campaign to help the society we live in to be healthy and help the youth as much as we can.

Advert proposal ■ Message- sign a petition to make it compulsory for schools to teach the dangers of smoking in every primary and high school ■ Inspirations- I have been inspired by the water aid adverts as I want my advert to have the same mood and effect that the water aid adverts have on people. This includes a having a soft almost sad background song playing and involving the children in the video, to show the real effect its having on people. I also was inspired by the Lego and shell advert as that’s where I got the idea to do a petition campaign from. ■ Style- The style of my video is going to be short and snappy. I want my advert to have a strong impact on the viewers watching. I want the mood of it to be saddening so that it impacts the audience.

Advert ideas ■ Main idea- My advert is going to be a 15 second montage of different people inhaling a cigarette. You only see their lips in each shot and the final shot will end on someone taking a breath in (their last breath), followed by a shot of a gravestone and the sound of a life support machine beeping then stopping. ■ Text- Whilst the footage is rolling there will be facts appearing on the screen about the dangers of smoking young. Then at the end ‘ Sign the petition to raise more awareness of smoking on younger children’ will appear. ■ Cast- 10 different people all starting off young and getting older ■ Locations- 10 different locations for each person and the graveyard. ■ Props- Cigarettes and a lighter ■ Camera work- Extreme close ups