What is my campaign about and why?

I want my awareness campaign to be about environmental damage showing the effects it has on our fragile and beautiful world. The reason why I have chosen this topic is because the environment is very important to me as I have grew up in the stunning country of Northern Ireland with wildlife in great health, Huge lush forests and fresh lakes and rivers that you could drink from. But then I moved to England and it was completely different. Instead of fields and forests I saw buildings and smoke. And there is only one reason for this difference. The population of the county I grew up in Northern Ireland is 25,000 and the population of Surrey which is the same size has a population of over 2 million. People are destroying the planet and it needs to stop now.

What will the campaign consist of?

In this campaign I will be showcasing the horrifying reality that people try to hide such as the destruction of forest simply for the convience of it. And the murder of millions of animals for food. I am going to doing planning to find my target audience and step by step what I will work on. I will also do research to learn facts and statistics to make my campaign credible. Then I will create visual content with photos and videos to create emotion and create awareness. This will consist of 5-10 images showing problems, nature, human interaction and hope. Also there will be 5-10 second clips of nature and pollution. I will use techniques to create emotion by using strong, warm lighting for nature and cold, dark lighting when showing litter and people. Audio will have a huge part in this and I will capture nature sounds and urban noise and I will also be doing a voice over for information and facts. I will write down everything I do such as findings, images, camera settings and so much more to allow you to see the full process of creating this campaign. Another big part of this will be the pitch/presentation that I will be doing the whole class to explain my project and gain feedback.

My Objective for the campaign

My objective is to spread awareness and have an emotion effect of the viewer involving guilt and sadness which could cause them to make more environmentally friendly decisions meaning my project will indirectly help the environment. I will be showing contrast to allow the viewer to see the changes and differences which will increase the emotional effect. And I will promote responsibility by reminding people that protecting the environment is everyone’s duty not just the governments. But overall the most important thing is creating an emotional connection with the viewer.

Target Audience

My primary target audience is college students 16-25 years old as we are the next generation who will shape the environmental change. Many care about the environment but some might not fully understand the how crucial their daily actions are. So this campaign is just letting them be aware of this and changing their perspective. The secondary audience is the local community and families as it will help spread the message outside of the college and will encourage broader action.

Format & Style

I am going to be doing an advert around 2 mins long with a mix of video and photography. The structure will be opening with calming nature then dramatic cut to industral areas and pollotion then cut back to nature with a stong message at the end. The audio will consit of natural ambent noices (birds, wind, water) and then fading into industral noices (car horns, people walking, heavy machinery). The style will be cinematic and emotinal. Using contrast of nature and damaged envroment. Their will be warm greens and blue colouring for nature and muted grays and browns for industral scenes. The editing will be slow paces for the nature to make it peaceful and then fast paced and aggressive for the industral scenes.

Moonboard

This moonboard gives an idea of what I focusing on and the images and photos I may try to recreate. It also gives you a good idea of the contrast effect I will be using though out the project.

Story Board

Video	Type	Time	Audio	Music
Calm nature shots (trees, fields, rivers)	Wide angle, slow paced	Three 5 second shots (0:00 – 0:15)	Sounds of birds, wind, water, trees	Gradual calming music introduced
Close up nature shots (Birds, animals, insects)	Close up, slow paced	Three 5 second shots (0:15 – 0:30)	Close up audio of subject	Same calming music
Cut to Industral (Redhill)	Wide + close, fast paced	15+ short shots (0:30 – 1:00)	Cars, machinery, people, footsteps	Cut to no music
Gradual trasition to restoration	Wide + close, slow paced	Six 5 second shots (1:00 – 1:30)	Transition from industrial to restoration	Build up of hopeful music
Close up nature shots (Birds, animals, insects)	Close up, slow paced	Two 5 second shots (1:30 – 1:40)	Close up audio of subject	Trasition back to calming music
Calm nature shots (trees, fields, rivers)	Wide angle, slow paced	Two 5 second shots (1:40 – 1:50)	Sounds of birds, wind, water, trees	Same calming music
Shot of open feild + text	Wide angle, still video	10 second shot (1:50 – 2:00)	Sounds of birds, wind, water, trees but decreases audio as text is shown	Music transitions to impactful slow music (piano)

Presentation