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TECHNOLOGY

RSPCA relies on donations and volunteers, hence they do not have a large budget. Considering this along with the brochure’s purpose to educate and guide the audience about adopting a cat, a microsite would be appropriate to facilitate this via a visually pleasing awareness campaign.

The microsite will be a timeline that follows a family’s journey of adopting a cat. The step by step guide of the brochure will drive the story as the family will go through each step until they find the right cat. Each step will have either an animation or video to keep the viewer engaged and cause curiosity for them to keep scrolling to discover what happens next. This design will also allow information to be delivered in a small, gradual and digestible way. At the end, the call to action will be a link to the main RSPCA website adoption page, i.e. ‘see the other cats that the family met at the shelter!’. Under this, there will also be quick links to allow users to share the site directly to their own social media pages.

The microsite will be one continuous page; all the user needs to do is scroll down the page to follow the story. This also eliminates any disturbance of the story caused by the delay of navigating through different screens through the use of ‘next’ buttons.

TEAM

Digital designer - Responsible for graphic design of the website to ensure it is visually appealing and aligns with the organisation's image. To keep within a small budget, the digital designer will also take the role of UX designer and structure information architecture and site navigation.

Developer (front end) - responsible for user interface-side of coding (eg. the page layouts, animations, colours etc).

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1. Which Professional Roles will you need to complete the task? Who will you need to hire and how much will it cost?

Shooting time: 2 days
Production time = 3 weeks

Producer: $2200 pw = $6600

Director: $2200 pw = $6600

Production Manager: $700 pd (4 days, 2 planning days + shooting days) = $2800

Cinematographer: $700 pd = $1400

Actors: $859 pd, 5 actors x 2 days = $8590

Editor: $560 pd, 7 days (total) = $3920

TOTAL: $29910

No sound recordist will be required, as music will be used over the top of shots and hence sound will be the responsibility of the editor.

2. Where will you shoot? Which locations do you need to organise?

In a house (could be in a crew members home to save money)

Shed of the house (for inhumane breeder scene)

Local RSPCA shelter

3. Which props & costumes will you need?

Cat

Cat toys

Laptop

Coffee mugs

Newspaper

Dirty cat litter

Dirty cat food dishes

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Identify and define a target audience for the video.

Adults with children, wishing to adopt a cat.

Using the AIDA concept, draft a structure for the message of the video.
Attention: The audience may be interested in the campaign because they want companionship, a pet for their children or a companion for an existing pet. Their attention therefore could be captured by presenting scenes of families and children playing with cats or relaxing at home with their cat as a family, or of families visiting shelters. These scenes may be scenarios that the viewer has either recently experienced or wishes to experience.

Interest: If the audience is looking to adopt a cat, their interests will therefore be simple, easy to follow tips on how to adopt as they may not have prior pet experience.

Desire: Families wishing to adopt a cat may be facing issues of uncertainty such as not knowing how to approach the process, not knowing where to find humane breeders, what to expect and what questions to ask. Therefore, attention should be focused on showing images of inhumane breeding conditions compared with humane breeding conditions, how to conduct research on breeders and what questions to ask. This will also help to establish RSPCA as a credible, reliable information source and hopefully drive people to adopt from a shelter. The end of the video should convey warmth, happiness and content through images of happy kittens and cats with families.

Action:The CTA would be to visit their local RSPCA shelter, or visit the RSPCA website (with a link to the cat adoption page). This campaign would be a great tool to alleviate some of the pressure on shelters, as shelters can at times be particularly overwhelmed with cats needing homes.

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A family of two adults and two young children play with a kitten in their home. A narrator comes into the screen, and describes how cats can be a great companion and addition to the family. The next scene shows the same parents looking on a computer at cats to adopt, but look concerned as they are unsure about the credibility of the breeder. The narrator steps back into the screen and explains that adopting the right cat for you is easy, if you follow these tips. The next scene shows the same family visiting an inhumane breeder, and shows shots of each of the warning signs explained in the brochure whilst the narrator talks over each and explains how to look for a credible, humane breeder and provides tips on what to ask and what to look out for when visiting the breeder. The next scene shows the same family visiting an RSPCA shelter where they are looking at the cats for adoption, and come across the same kitten in the first scene. The narrator enters the frame and explains that RSPCA shelters are the most trustworthy adoption centres. This leads to the CTA, to visit their local RSPCA shelter or to visit the RSPCA cat adoption web page, which the narrator delivers whilst the family plays with their new kitten at the shelter.