UNIT 8 RESPONDING TO A COMMISSION 2023 1 / 2
Activity 1 Rationale Calibri (Body) Responding to a commission I am excited to be working for a media campaign, Action on Climate Change. Action on Climate Change is a UK pressure group that is commissioning a media campaign to encourage changes in environmental policy from the UK government. Action on Climate Change are interested in producing a promotional video which will be approximately 2 minutes long, to raise awareness of environmental issues of the increasing problem of climate change and how it will affect future generations. Action on Climate Change is to educate and inform the general public about how climate change may affect us in the future.Target audience According to the commission brief, the primary target audience for Action on Climate Change is young people, especially people who are at the voting age to be notified by politicians of environmental issues of be willing to act on it. Our age bracket falls into adolescents and young people who will become voters in future elections. This is because young people have a significant impact on what is going to happen soon, and how it is now we must make a change before it is too late. Action on Climate Change is targeting the public to become aware of what is going on in our planet. The secondary target audience falls into government policymakers who are middle class and in their late 40s or 50s. Government policymakers collaborate with the government on how to make substantial changes on environmental issues. The demographics I will be aiming at people who are working class and middle class. If government policymakers do not plan on how to tackle environmental issues and act first, this can cause the planet and us human beings at risk. The specific gender demographic will be based on males and females; however, its main focus will be on males due to our conducted primary research. The places that will be shown in our promotional video will be based in the UK due to our commission brief which is to encourage environmental policy from the UK government. This will be broadcast on UK television channels such as Channel 4 and ITV. This will achieve by getting this message across to people in the United Kingdom.Primary research I want to identify what my target audience knows about this issue and what would interest them about it. For me to find out more about my target audience, I carried out a survey to find out about more statistics relating to the brief. The first question I asked, ‘What gender are you’ The statistics that have brought back by the survey, 60% were male, 40% were female meaning that our target audience is aimed more to males than females however our overall target audience is aimed at men and women who over voting age are including people that are 18+ and younger. This allows us to understand who we need to attract our promotional video towards. Majority of the respondents being a male target audience we would aim the promotional video to also our male target audience as well as the females.The promotional video will include a male character being featured in the video. The next question is ‘How old are you?,’ all respondents said that they are under 18. This question was to show that the main target audience is young people and teenagers, this indicates what our promotional video is about, involving young people under 18 raising awareness about climate change and how it will affect their future, no one acts now. Question 3 asked, ‘Have you heard of climate change?’ This is to ensure that all respondents are aware of this ongoing crisis before they answer the rest of the questions. 100% of
- / 2