Healthwatch depression advertising pitch

Introduction

Welcome everyone, this report will cover:

• Research and concepts involved in the creation of an advert covering depression

• How I reached these ideas for the advert

• Market research

• Audience research

• Production report

Market research

• Market research is the research explains what the market the advert will be competing in.

• However as the advert is focusing on depression, I researched facts and statistics on mental health, depression and other health issues to give a comparison.

Market research - Statistics

Mental health• 16 million people in the UK

experience a form of mental illness

• People with severe mental illness have a life expectancy between 10-20 years less than the general population

• Young people are more susceptible to mental health issues

Depression• Depression affects 1 in 10 people at

some point in their life, regardless of age or gender

• The majority of people we surveyed at bury college were interested in learning more about depression compared to other mental health conditions

• Over 300 million people globally suffer from depression

• 1 in 6 people experience a common mental health problem such as depression or anxiety each week

• Autism affects 2.8 million people in the UK

• 5.4 million people in the UK are currently receiving treatment for asthma

Other health issues

Market research - conclusion

• Mental health issues and depression affect millions of people

• In a recent survey performed at Bury College, nearly a third of students (31.81%) said they would want to learn more about depression

Audience research

• The market research identified the target market

• Depression affects everyone regardless of age or gender, but young people are most susceptible so are the target audience

Audience research - continued

To ensure that the audience responds positively to the advert, I created a survey to identify what the target audience already knew about depression, and what they would like to see an advert on depression focus on.

Audience research - interpretation

• The questionnaire provided me with useful information about the target audience

• The first question told me that the majority of the people surveyed were in the desired target market

• The majority of answers were from people with no mental illness, however they had heard of depression, anxiety and stress

Audience research – interpretation (continued)

• The number of people who feel as if someone diagnosed with a mental illness would lose friends has lowered

• The number of people who think someone diagnosed with a mental illness would be treated differently has increased

• Roughly 50% of people want to see an advert covering someonesexperiences with depression or an educational video showing what living with depression is like

Creative solution

• Find people within the target market who are willing to share their experiences with depression

• Show depression on both good and bad days

• Film the interview from multiple angles and use dramatic recreations using actors

Creative solution (continued)

• Little to no adverts covering depression in young people

• If successful, the advert will serve as a formula/template for future templates

• The advert will aim to inform the public on what living with depression is like

• The strapline for the advert is “I understand”