learner declaration

assessment sheet

01

i d e a g e n e r a t i o n

I decided that I wanted to create an ad for an organisation called, Kirsten’s Zoo, an animal adoption centre based in Hong Kong whose main goal is to help find the most suitable and compatible pet that will become a member of family. Despite the fact that Kirsten's Zoo was an adoption centre for both dogs and cats, I decided to choose the former as I felt that these two pets had very different characteristics and therefore very different markets, making it a lot more complicated in regards to finding a target audience.

I decided to begin by brainstorming/mindmapping different possibilities for my ads. The three ideas I originally began with was a documentary style advert possibly following the founder of the organisation or looking into the organisation's efforts, a generic guilt ridden ad, or a more positive ad looking at how a dog could add to someone's life.

A Hong-Kong based company would like to branch out its audience and appeal by creating a marketing campaign to produce awareness for a worthwhile charity it hopes to run alongside for the foreseeable future.

Your job is to build a marketing campaign for a promotional video you shall create for a charity of your choice.

I’m not a Charity Case:

Creative Media Production Management Project

UNIT 4

SCENARIO

examples of dog adverts

scottish

spca

30 millions d’Amis foundation

#donotabandon

30 millions d’Amis foundation

dog's trust

#specialsomeone

dog's trust

"little balloon doggy"

From the ads I watched, I felt that I liked the idea and message of Dog's Trust's campaign the most. I liked the idea of making people want a dog instead of guilt tripping them into feeling obligated to buy a dog. I felt it would be a lot more effective and I also thought whatever choice I made for this video would need to ensure that the number of people it would reach and can potentially convince to adopt a dog should be maximised. Therefore I want to create a series of ads that target different audiences. Because of my plan to maximise my audience, I took a look at several ads of successful companies even if they weren't based around dogs.

I found that I enjoyed and wanted to create something similar to apple’s Ipad ads which show different uses and different scenarios, i want to show different dogs that have different personalities doing different activities to appeal to different audiences.

i will have to make sure within the series i market towards both genders, and different psychographics. In regards to demographics, I will need to appeal to people who are at least B or above as people who are part of the demographic below will most probably be more concerned about their own livelihood and won’t want another mouth to feed. As well as taking to vets. As for age, it will most likely be better if i target the videos to young adults or above since children cannot make the decision to adopt their own dogs (kirsten’s zoo requires identification we also can’t advertise to children according to the codes of practice), if i wanted to include children in my ads since it’s harder for me to find adults to film, a part of the series could be aimed at parents who want to make their kids happy. I decided to create a three part series aimed at 1. mainstreamers, 2. explorers, and 3. the resigned. I only chose to create ads catered to these three as succeeders may not be the ideal owner as they would not be able to give the dog as much attention and Kirsten's Zoo's website stated that the owner should not leave the animal alone for longer than 5-6 hours - unless in extreme circumstances. I also thought strugglers may not be ideal either as they lack structure in life and therefore would not be suitable for a dog. And finally reformers, I felt that I wouldn't really need to make an ad for them as they generally do not like being told what to do. However, they are socially aware, so they could be a secondary audience to any of the other ads as we're asking to adopt a dog not buy one, which is obviously the morally correct thing to do.

moodboard

images from:

instagram.com/dougthepug

pinterest.com

Here's a mindmap I created based on what I wanted to create in regards to appealing to different characteristics. One of my main inspirations was Doug the Pug on instagram. However, while I like the idea of portraying different characteristics, I plan on avoiding dressing up the dogs I will work with as it could spark controversy, depending on what people consider animal cruelty.

laws

Privacy

Privicay laws deal with regulating, storing, and using personally identifiable iinformation of individuals, which can be collected by governments, public or private organisations, or by other individuals

Privacy laws also apply to locations so if I were to shoot somewhere outside of school, I would have to make sure it’s a public area or get permission (government permission or permission off probate owners) to film if i wish to do so in a private area

Libel Law

Libel is a method of defamation expressed by print, writing, pictures, signs, effigies, or any communication embodied in physical form that can hurt someone’s reputation, exposes a person to public hatred, contempt, or ridicule. in hk, the word “publish” is not confined to distributing print or media, but also includes word of mouth and anything that generally to make known to another person or the public.
My advertisement is about spreading love not hate. However, this law reminds me that I am definitely not allowed to expose or to show contempt towards pet shops our owners who abandon their dogs. My current idea is a lot more convenient than the original ideas as there is no dialogue or speaking in general. I just have to focus on persuading people to adopt dogs through showing how adopted dogs are just as good as dogs from pet shops if not better, rather than trying to move them away from pet shops through hate and fear.

Anti discrimination law

Only discrimination based on one of the prohibited attributes under the anti-discrimination ordinances will be unlawful. The prohibited attributes are sex, marital status, pregnancy, disability, race and family status. There is no protection against discrimination on the basis of age, religious beliefs or sexual orientation nor is there any equal pay legislation.

I don’t have a lot people in my ads (i’m not paying them) but if i were to pay my “actors” I would definitely make sure they would get suitable amount of pay depending on how many hours they have to work, or whether or not they have any lines. if I needed more people to help me out in my production, for example someone to handle the sound or lighting, I would make sure I didn’t discriminate based on race or gender.

I think a more appropriate law to be looking at would be the Prevention of Cruelty to Animals Ordinance. It governs the welfare of companion animals, food animals and laboratory animals.

Cruelty has been defined as:

Abuse
Neglect
Inappropriate transport
etc.

Here's an ad that I personally felt was bordering on cruelty towards the animal:

It's a video created by SPCA and despite knowing their intentions were to discourage abandoning dogs through fear, a dog is unaware of what is actually happening. So it’s stuck in the rain confused and alone is some scenes, as you can see wide shots with no one around it. While re-enacting cruelty, they could actually be scaring the dog. I want to avoid doing this, and thankfully I can because I won’t be going through with my idea of a generic sad video.

Codes of practice

Television advertising should be legal, clean, honest and truthful.

The content, presentation and placement of all advertising material must comply with the Generic Code of Practice on Television Programme Standards.

No advertisements may contain any descriptions, claims or illustrations which expressly or by implication depart from truth or mislead about the product or service advertised or about its suitability for the purpose recommended. The licensee should have his responsibility under this paragraph discharged if he did not know and had no reason to suspect that the claims made were false or misleading and could not, with reasonable diligence, have ascertained that the claims were false or misleading. (For more detailed rules relating to claims, please see Chapter 4 Factual and Best-selling Claims).
- I want to show the best of dogs, but a lot of the animals that end up in Kirsten's Zoo have either been rescued or given up. Therefore, it's hard to give a 100% guarantee that the dog will be completely healthy or fit for the owner. Therefore, I think it would be a good idea if I added a disclaimer at the end of my video explaining this, as Kirsten's Zoo also does on their website.
Advertisements which imitate or approximate unreasonably the name or advertising slogans of competitors to the knowledge of the licensee should not be permitted.
- Despite being inspired by the #specialsomeone campaign and the Ipad ads i will make sure my ad is different to theirs (different slogan obviously, but also won’t take the ideas of using balloons or dolls, different narrative).

Copyright is a legal right that gives the creator of a product exclusive rights for its use and distribution. This means that people and organisations can only use the creator’s product if they are given the permission to, which is often received . There are exceptions, however, such as fair use, face-to-face instruction, and virtual instruction.
Hypothetically, if I were to use a copyrighted song in my video, I would need to get in contact with the copyright holder, whether that would be the label or the artist themselves in order to receive permission to use the song. To receive permission to commercially use this song I will need to pay a fee.

Other laws I researched but didn't feel applied to my situation:

Data protection

(uk) data protection act controls how your personal information is used by organisations, businesses or the government.

(hk) personal data ordinance protects the privacy rights of a person in relation to personal data. regulates collection, use, and handling of personal data. data user includes all legal entities.

Freedom of information

(uk) The Freedom of Information Act 2000 (c.36) is an Act that creates a public "right of access" to information held by public authorities.

(hk) hong kong has no freedom of information legislation