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1. A fictional product where dogs can wash themselves
2. Jewellery made from magazine pages targeted towards women 25-45
3. An instant height changing remote targeted towards women 16-25
4. Sunglasses which are impossible to lose targeted towards men 18-30
5. A Co-ordination generating tablet targeted women 16-25
6. 'Talk to your mates'' a mental health campaign targeted towards men 25-45
7. Safe and equal workplaces are a fundamental right for women targeted towards men 25-50
8. Activewear that doesn't look like activewear marketed towards men in their thirties
9. 'Take the Stairs' - small changes to get active targeted towards busy professionals of both genders
10. The anti social / social media paradigm targeted towards teens of both genders
11. An instant ideas machine targeted towards uni students of both genders
12. A message against 'keyboard warrior-ism' targeted towards males aged 14-25
13. A message about consent marketed towards males between 16-24
14. A message about why it's ok your girlfriend talks to her plants targeted towards men aged 20-35
15. A GPS system for phone chargers targeted towards both genders aged 25-40
16. A negative person repellant targeted towards females between 16-25
17. Discreet portable stilts targeted towards girls aged 14-20
18. 'Bed making is sexy' targeted towards men between 25-40
19. The importance of 'place' a message to address homelessness targeted towards women 40-60
20. 'Phones need rest too' targeted towards females aged 16-25
21. There's no such thing as normal - body positivity targeted towards men aged 25-40
22. 'Walk don't drive'
23. A portable mosquito force field
24. A portable sofa
25. An automated decluttering machine
26. A pair of painless high heals
27. A drink which induces good behaviour
28. Jewellery made of single use materials
29. Sustainability isn't just for young people
30. A fictional lotion which will make you invisible
31. Why interaction with nature is so important for humans
32. A fictional 'luck improving' spray
33. Is fast fashion worth the price tag?
34. Exploring the benefits of the 4 day working week
35. The importance of self preservation on social media
36. A fictional bravery mint
37. A fictional tolerance mouth spray
38. A phone which never runs out of charge
39. A pair of 'unstinkable' socks
40. An unbreakable coffee cup
41. A motivation vending machine
42. A remote which can mute people
43. A self making bed
44. A restocking fridge
45. An unchippable nail polish
46. A master key for one person's life
47. A fool proof guide to being on time
48. An instant tooth straightening machine
49. An anti intimidation drink
50. Why alcohol doesn't have to be the only social activity
51. A self smashing avocardo
52. A tuna snack that doesn't stink out the office
53. Invisible earphones
54. A shampoo which lasts two weeks between washes
55. A silent hair dryer
56. An anti bed-hogging blanket
57. A mascara that doesn't flake
58. A guilt-free chocolate bar
59. A promotional video for recycling
60. A compost system which doesn't stink
61. An app which streamlines all messaging platforms
62. A website for computer literacy
63. A weightless backpak
64. An anti 'bad haircut' mouse
65. A bad situation radar
66. A self-filling coffee cup
67. A gummy which contains 5 serves of vegetables
68. How to minimise stress in the mornings
69. A drive-thru car mechanic
70. A virtual recipe book
71. The importance of regular activity
72. How bullying affects others
73. The importance of engaging with the world beyond your phone
74. Eye glasses which increase concentration
75. Anti-crying eye drops
76. A message to get your daily steps up
77. Biodegradable pens
78. Chordless laptop charging system
79. The importance of human interaction
80. A pocket size breath-checking device

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I am feeling eager about this course. After completing the first week, the subject isn't what I had envisioned it to be, but that is certainly not a bad thing. I am quite familiar with creative thinking and visually presenting information, but in print format.

So, I am looking forward to making a video because it is quite a different format to what I am used to and it could help me with my work down the line. At this stage, I would like my video to represent a message rather than a product.

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'Talk to your mates' A message to outline the benefits of speaking up about mental health in a way that is relatable to men. The aim is to de-stigmatise talking to somebody and presenting it as a normal and effective strategy for taking care of mental health.

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The message is going to be targeted towards men aged between 25-45 who are feeling stressed in various aspects of life.
The intended audience may be able to identify with different sources of stress including work pressure and domestic/family obligations. They may also be able to relate to how stress manifests itself and impacts their day to day activities.

The video will aim to convey the message that it is not 'weak' or 'feminine' to talk about your emotions - it is a perfectly normal, reasonable and easy strategy to combat stress and anxiety.

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Johnson, J, Oliffe, J, Kelly, M, Galdas, P, Ogrodniczuk, J 2011, 'Men's discourses of help-seeking in the context of depression' Journal of Sociology of Health & Wellness vol. 34, no. 3 pp.345-361

This body of literature is based on the premise that mental health has become increasingly gendered and therefore women are more often diagnosed than men. The research therefore uses a social constructionist perspective of language to explore and critique the relationship between men, depression and discourse.

Based on the outcomes of 38 semi-structured interviews with men, five cultural-linguistic themes emerged as being influential in the relationship between men and mental health: manly self reliance, treatment seeking as responsible independent action, guarded vulnerability, desperation and genuine connection. On the broader spectrum, the results of men's language surrounding depression were clearly influenced by the cultural stereotypes of strength masculinity.

Though no new information was presented on a macro level, this literature explained the 'why' and 'how' regarding masculine gender norms influencing mental health discourse. The semi structured interviews provided extensive qualitative data, and the subsequent analysis was un-biased. Due to the literature being 10 years old, it would be interesting for a similar study to be undertaken to assess whether these same stereotypes, and corresponding mental health implications, have changed.

Proudfoot, J, Fogarty, A, McTigue, I, Whittle, E, Christensen, M, Hadzi-Pavlovic, D, Wihelm, K 2015, Positive strategies men regularly use to prevent and manage depression: a national survey of Australian men, BMC Public Health, art. no. 15:1135, DOI:10.1186/s12889-015-2478-7

This research article examines positive strategic mechanisms used by men to prevent and manage mental health. Data was collected through an online survey of 465 Australian men aged between 18-74. The outcomes indicate that men currently implement, or would be willing to use a range of social, emotional and cognitive strategies including humour, helping others, taking down time and meditation.

Because the objectives of the research were to explore positive strategies rather than negative tendencies, it helps shift the social construct of addressing men's mental health away from stigmatised dilemma and towards optimistic ambition. One particularly interesting finding is that men derive positive emotional benefits from supporting other's with their own mental health. So, listening can be just as powerful a tool as talking.

While there are no ground-breaking findings, the body of research adds to existing literature, just with a different perspective. Because the sample size is quite small, it creates an opportunity for further research to be conducted on a larger scale to further build upon the the 'positive' perspective literature.

Ogrodniczuk, J, Oliffe, J 2010, 'Manning up for men's mental illness', Australian Family Physician, vol. 39, no. 12, pp. 931-932.

This case study was created as an educational resource for Australian general practitioners. It explains how men and women experience and respond to depression in different ways and, in turn, use different language and non-verbal signals to indicate they may be experience mental illness. Men will therefore use words such as 'stressed', 'angry' and 'irritable' instead of 'sad' or 'down'.

The case-study relates back to other literature on the topic, reminding the audience that men are influenced by socio-cultural stereotypes which link mental illness with weakness in men. It is a unique resource in that it does not sought to find any new information, but instead it aims to consolidate dense literary findings and synthesise them into an effective, concise educational paper.

Rice, S, Aucote, H, Parker, A, Alvares-Jimenez, M, Filia, K, Amminger, G 2017, 'Men's perceived barriers to help seeking for depression: Longitudinal findings relative to symptom onset and duration', Journal of Health Psychology, vol. 22, no. 5, pp. 529-536.

This study investigates men's perceived health seeking barriers on the issue of mental health. It's findings suggest that help seeking is hindered by adherence to 'male role expectations' and a general lacking of mental health literacy. While these findings are generally echoed in other literature, this paper calls for a wider education increase targeted towards helping boys and men achieve a greater understanding of mental health issues.

Whittle, E, Fogarty, A, Tugendrajch, S, Player, M, Christensen, H, Wihelm, K, Hadzi-Pablovic, D, Proudfoot, J, Liu, W, Levant, R 2015, 'Men, depression and coping: are we on the right path?', Psychology of Men & Masculinity, vol. 16, no. 4 pp. 426-438.

I found this literature particularly interesting because it provides a critical appraisal of the current body of literature on the topic of mens mental health. It finds that previous research on this topic is generally too broad and fails to explore explicit coping behaviours used by men, thus, falling short of contributing any new information. In my own limited research on this topic, I have found this to be true with many papers simply repeating similar broad brush statements.

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Ogilvy UK 2017, Time to Change: Be In Your Mate's Corner, video, YouTube, 24 February, viewed 26 March 2021, <https://www.youtube.com/watch?v=e7Ha8dNwrVw&t=59s>

This video seeks to convey a positive message of 'mate ship', encouraging men to be aware of and responsive to the mental health of their friends. By including themes, such as mechanics and boxing, which are stereotypically linked masculinity, the chance meaningful impact on the target audience is increased. Delivering the message with an upbeat and determined tonality works to break the 'doom and gloom' stigma surrounding mental health in men.
In my video, I want to capture the same light-natured approach and 'bloke' relatability which this ad conveys.

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Time to Change: Be In Your Mate's Corner

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As/Is 2016, Depression Isn't Always Obvious, video, YouTube, 28 January, viewed 26 March 2021, <https://www.youtube.com/watch?v=1Yq6W7YAHM4>

This video uses a two-pronged approach to conveying issues associated with men's mental health. While majority of the ad is spent drawing the viewer into the life of someone who lives with depression, shock factor is used at the end to drive home the point

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Addressing Men's Health in an 'Aussie' Context

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Addressing Men's Health in an 'Aussie' Context

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ABC Everyday 2019, Meet the bloke helping Aussie men open up, video, YouTube, 03 December, viewed 26 March 2021, <https://www.youtube.com/watch?v=2QKv5Q6GOj8>

In this ABC interview, Ryder Jack uses 'blokey' colloquialism to describe the power and the importance of opening up and talking about mental health. In his own words, Jack thinks that "being vulnerable is ballsy as f***" (2019).

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Meet the bloke helping Aussie men open up

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Henry and Michael are viewed, front on at medium range, sitting at the bar in a lively pub on a sunny afternoon with ambient chatter in the background and a full beer each on the counter top. The camera cuts to a close up of Henry who asks how Michael has been recently and sips his beer. The camera cuts and pauses on a close up of Michael, who looks startled and nervous. The background chatter stops and a deep, rhaspy, 'blokey' voice begins asking the viewer if they have been feeling any particular negative emotions lately (as each descriptive word is said, the camera cuts to a very brief scene demonstrating Michael experiencing the emotion).

When the narrator asks 'Stressed', the scene cuts a long still shot of Michael mowing the lawn from right to left of the view. The mower cuts out in the middle of the shot and Michael - agitated-  kicks the mower. (2 seconds)

When the narrator asks 'Angry', the scene cuts to a close up, side on view of Michael playing an intense game of Connect 4 with 8 year old girl, Violet who puts her hands up happily to indicate she has won. Michael then swats the game off the table in childish anger (2 seconds)

When the narrator asks if you can't sleep, The scene cuts to a close up of an analogue bedside alarm clock in a dark room reading '04:15' then quickly pans to Michael lying on his side with this eyes wide open, staring blankly at the wall. (2 seconds)

The video returns to the scene of the close up shot of Micheal looking nervous to answer Henry's question at the pub. The narration continues, explaining that experiencing these emotions from time to time is normal, and talking about it with the people who care about you is one of the best things you can do to feel better. So when a mate asks you how you have been lately, be brave, be honest, and talk.

The narration ends and the ambient sounds return as Michael says 'well, actually...' The camera cuts back to the original medium range, front angle of the two men engaged in animated conversation, with Henry nodding, and Michael doing the talking, but you cannot hear what they are saying. The scene slowly transitions to black screen with a Movember Conversations logo and contact information while the narrator explainins: It's brave to talk to your mates. For more information on how to start, visit Movember Conversations on movember.com.au.

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Time to Change 2018, If your mate's acting differently, #AskTwice, video, YouTube, 01 October, viewed 26 March 2021, <https://www.youtube.com/watch?v=nOkH2jGK4p0>

This video uses comedy and over-exaggeration to put a send a simple message with great importance. It uses metaphor to create a visual representation of mental illness - that is, it can make you feel like you're stuck under an immense amount of pressure and you can't move. I like how the tone is kept light hearted and jokey, which works to take the shame and stigma out of men's mental health.

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If your mate's acting differently, #AskTwice

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I want to promote a message that talking with friends about mens mental health does not make you any less of a man, instead it is a proactive and healthy strategy for coping with mental health.

In my video, I want to provide the audience with a visual and audio demonstration of the distorted relationship between a mans reality and facade while keeping the content reasonably light hearted and positive. In relation to the videos listed, the message is for men to be responsive towards friends who may be struggling. In my video however, I want to target the person who may be struggling to speak up.

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Attention

I am going to grab my target audience's attention by creating an enticing and appealing first scene which is typically attractive to the target market - two men having an arvo catch up in a vibrant, upbeat, sun lit, bar with two full beers in front of them. I am going to maintain attention by having fast-paced cut away scenes which will relate back to what is being narrated in the conversation. The visuals will contradict the audio narration which will create conflict of information. This will encourage the audience to maintain attention for the resolution/call to action.

Interest

The audience will be able to relate to the two subjects in the ad as they begin their catch up using normal and relatable language to the 25 - 45 male demographic. The target market will want to be sitting at that bar drinking that ice cold beer with lively ambient background noise and bright sun shining through the window. The cut away scenes are going to show normal, 'every day' activities in a light hearted way, even though they are portraying negative emotions.

Desire
I want the target market to initially wish they could be experiencing the same thing as the characters in the video - I want there to be a desire for social connection with a mate. Next, I want the viewer to really relate to the narrative and visual examples of stress/anxiety/anger manifestations. By keeping the design palette relatively bright simple and direct, I want to avoid triggering a negative emotional response in the viewer, rather leaving them feeling empowered to take positive action.

Action
I want the audience to feel empowered and motivated to speak to their mates. The call to action will be to go movember.conversations.com for advice and support on how to start the conversation that could save your life.

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Clay 2011, How's it Going?, Depression Comix, 22 September, viewed 29 March 2021, <https://www.depressioncomix.com/posts/005/>

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Movember Foundation Australia 2019, Man time the game plan AMHF, viewed 29 March 2021, <https://www.amhf.org.au/man_time_with_your_mates_is_good_for_you>

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Booth, M 2004, Depression: alone in a crowd, DPC Challenge, 19 July, viewed 29 March 2021, <https://www.dpchallenge.com/image.php?IMAGE_ID=92243>

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Bahsous, R 2020, Gender Marketting: How Brands Use the Power of Color to Persuade You, Supermoney.com, accessed 02 April 202, <https://www.supermoney.com/colors/>
Describes how image creation creates personality within message, greatly influenced by colour selection. Discusses the gender stereotypes associated with colour.

Gaines-Lewis, J 2015, When it comes to color, men & women aren't seeing eye to eye, Psychology Today, accessed 02 April 2021, <https://www.psychologytoday.com/au/blog/brain-babble/201504/when-it-comes-color-men-women-arent-seeing-eye-eye>
This article is not peer reviewed and calls for more research to be carried out, but it describes the possibility of men and women perceiving colour differently due to testosterone levels affecting the visual cortex in the brain. It suggests that while women have a wider colour perception range, men are possibly more sensitive to rapid movement and fine detail. Interesting.

Canva 2021, The definition of font psychology and how to use it, Canva.com accessed 02 April 202, <https://www.canva.com/learn/font-psychology/>
This extensive article provides insight into how viewers perceive the tone of text via typography as well as what is actually written. Of particular relevance, it describes how san serif fonts are to the point/direct and that the weight of the font influences its perceived urgency and importance. This is highly relevant to the tone I want to set.

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I think the target audience often associates mental health with abnormality, stigma and shame. The point of the video is to explain that this is not the case, it's actually commonplace for males to go through a hard time. I therefore want the tone to convey a sense of normality and relatability rather than use the dark and dreary tones often associated with mental health messages.

The colour theme I have selected is of a slightly muted triad colour scheme. Inspired by a typical 'flanny' shirt colours, the scheme is bright without being childish. Similar colours are associated with beer products and packaging including Carlton Draught, Furphy and Hahn Superdry. The light pink colour is in there to break up/provide relief from the other colours.

The fonts will be plain, free of embellishment, and to the point. The fonts have been selected for two reasons, 1) to effectively relay information in a no frills manner, and 2) because they are similar in style to the November website which has the call to action, so continuity is created across platforms.