24HOUR BRIEF.

Last week we had a one day brief which required us to team up with 3 other teams of 4, making the task a bit more challenging but required us to work faster , rattling out a lot more ideas. Our aim was to create a campaign which would get men to look after their health and visit the doctors more often. However, it was targeted at female's who had any relation to a male that could possibly help improve this.


The night before we all individually brainstormed some ideas and carried out some initial research, looking at basic facts about men and woman visiting the doctors. The kind of information we found out was expected: Men have higher rates of death than woman, most men kid themselves on and pretend they are fine but are actually not well and when they actually do go they are reluctantly force due to the nagging of his Mother , Girlfriend , Sister etc.


It was important to remember however that not all good ideas come from good research and sometimes that first wee initial idea from what your opinions were already could actually be a winner.


The next stage of our research was to ask random females and males to fill out a mini-survey based from a combination of team-members  development ideas from the night before. 


The first part had an outline drawing of a males body and was to get females to indicate whereabouts they thought males would be most concerned about if he were to face any health problems. 


On the next sheet, we had questions that were meant only for men regarding a females role in their medical life. For example :
" Who would they take medical advice from?"
"Who would be most likely to convince them to see a doctor ? " 

After this we gathered up all of our data and was time to draw up some conclusions and start thinking of effective ways we could advertise. Our main thoughts were that actually embarrassing the male and constantly pressuring them will make them go. We compared this to experiences when we were young when our Mothers would deliberately embarrass us knowing that you will do what she says unless the embarrassment will happen again. To expand our ideas we split into 3 teams and drew up multiple storyboards. 

Adding up all of the teams ideas we came to a final soloution which would mostly be advertised during nighttime soap programmes and in cheap woman gossip magazine e.g "Now" & "OK!". This would mean gaining the biggest possible audience and at a cheaper price because of choosing lower-quality magazines. 

We decided to focus on the idea of subtly getting the females to constantly remind the man to care about his health, staying away from "nagging" as this would just annoy him and make him more stubborn. It will also contain scenes of embarrassment for the male e.g the billboard scene. The feature will go through a mans day as he gradually gets more ill. Throughout this, messages from his girlfriend will appear at different locations that get more exaggerated as the day goes on. The man doesn't really take notice of the messages until he finally sneezes into the bathroom mirror at the end of the day which finally makes the message clearer. 

Here is our final Ad storyboard: 

1 - Wakes up to see a post-stick next to him.

2 - Steamed up mirror after shower.

3 - Bus stop advertisement but man doesn't take notice

4 - Billboard out of office window.

5- Sneeze in mirror makes him see the message.

"Eventually hell get the message"

6 - Campaign poster / Advertisement will appear on screen. 

(Doctor appointment cards with notes from Girlfriend on it)

We felt this idea would be the best approach out of all our ideas. It relates to our target audience as it takes everyday scenarios and shows the constant pressure a woman should apply to a man until he finally does get the message. We also thought that  our poster (scene 6) had a serious effect to it because it used a mixture of  personal emotional messages (using "do it for me" as a subtle  emotional bribery) and the reality of using important medical names like the NHS to show that his illness could actually be more serious than expected.  Overall, i think we did a good job on the advertisement . Our main fault though was perhaps actually not showing a female in the Ad, as it could be unclear to who is actually making these messages.