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This is the basic colour palette I will be utilizing in my video. The colours are dark in tone and muted. I have used the analogous colour theory to determine the colour palette to follow. This colour palette is inspired by other Drink driving advertisements which all use muted colours and darker tones. Some drink-driving advertisement even go as far as not having any colour in their colour palette.

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Saatchi Malaysia 2018, Toyota Anti Drink Driving Advertisement, Toyota, http://www.ixora.pro/drinking-and-driving-ads/toyota-anti-drink-driving-ad

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Road Safety Commission, 2017, Grow Up, Government of Western Australia, https://www.rsc.wa.gov.au/Campaigns

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the video starts with a small group of friends having some drinks in someones living room, having a fun conversation. One of the friends (F) starts putting on a blindfold and stands up. F says to the room "Right I'm off, I'll see you guys Monday." and starts to blindly stumble towards the front door. his friends do not seem concerned by the fact that F is about to drive home blindfolded. F eventually makes his way outside and continues to struggle to get in their car and drive home.

The screen fades to black as the sound of an engine starting up plays. narration says, "if you wouldn't let your mate drive home like this."

fade back into same scenario as the beginning of the video. this time, F is shown skulling his beer and standing up. the narrator then says, "Then you shouldn't let your friends drive like this".

F's Friends all stop him from leaving with one friend saying, "Don't worry, you can crash here" while giving him a pillow and a blanket.

The screen fades to black again with a narration and text saying, "Be a good mate. Don't let your friends drink and drive".

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This week was heavily focused on the website aspect of this assignment. Most of the lecture and Tutorial were focused or writing and editing Hypertext Markup Language (HTML) This website will be the home for both the journal and video aspects of the full assignment. the website itself is also apart of the assessment. I found the introduction stuff pretty basic so hopefully when the HTML gets more complex I don't get so confused. I'm not the biggest fan of coding in the first place but nothing I've learnt so far is too challenging.

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Now that I have chosen to do my video on drink driving, I need to figure out who my target audience is and what the advertising strategy is for pushing my message. From my research, I've found that the demographic that is most likely to drink and drive is men between the ages of 18 to 30. I will focus my message towards target audience of young adult males. I have narrowed this down to the archetype of "one of the lads". my target audience may be social drinkers or people who maybe friends with social drinkers.This is a similar demographic other drink driving advertisements also target their message towards but the way in which these advertisements depict drink driving vary.

I've drawn up a mind map exploring the possible ways to advertise to my chosen target Audience. My target audience would already be aware of the effect of drink driving (Health and safety risk, potential jail time, etc.) through these other advertisements so i will not have to go into detail of what drink driving is. This means I have more time to deliver my message and get a point across.

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After watching various advertisements for a range of products and messages, I have narrowed down my final idea of doing a drink driving awareness campaign. In order to create this video I need to do research on the topic of and what the best approach for advertising a serious subject matter like drink driving. I will also study other ads that have been successful in preventing drink driving to both draw inspiration for style and tone but also to see how this topic is portrayed in advertising.

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Homel, R, Carseldine, D & Kearns, I 1988, 'Drink-driving countermeasures in Australia.' Alcohol, Drugs & Driving, Vol 4, No. 2, pp. 113-144.

This journal article gives an overview of the different ways the Australian Government has tried to prevent drink-driving. It was a somewhat useful article as it provided information and statistics that helped legitimise the message of my video but most statistics were 30 years old.  From this text, I was able to determine the best tonal approach to go for.

Macpherson, T & Lewis, T 1998, 'New Zealand Drink-driving Statistics: The Effectiveness of Road Safety Television Advertising', Marketing Bulletin, vol. 9, no. 4, pp. 40-51

This journal Article gives an insight into the effectiveness of advertising on reducing drink driving and road accidents in New Zealand. It was a useful article as it provided the various marketing strategies used by both New Zealand and Australia and the research underwent into how these strategies were developed and implemented. From this text, I was able to figure out the different ways I can show the effects of drink driving through video advertisements.

Lichtlé, MC 2007,  'The effect of an advertisement’s colour on emotions evoked by an ad and attitude towards the ad', IAE de Dijon, pp.33-56

This article gives an insight into the importance & influence of colour in advertising as well as the three components of an advertisement's colour (hue, saturation and lightness). This article was useful to me as it gave me a better understanding of how to construct a suitable aesthetic for what you are trying ta advertise. From this text, I was able to find the best way to develop the aesthetic for my drink driving advertisement through colour.

Promo Videos

Safer Journeys 2011, 'Stop A Mate From Driving Drunk - Legend', New Zealand Government, viewed 14 March 2019, https://www.youtube.com/watch?v=CtWirGxV7Q8

This anti drink driving advertisement is a more comedic approach to getting the message across to the young adult demographic. Instead of showing the real life consequences of drink driving, the advertisement shows more absurd consequences such as being haunted by the ghost of your friend who died in a car collision. This will be similar to my video in terms of message and to use of pushing one element of the video to an absurd level to get a point across

TAC 2009, 'Drive Safely This Christmas', Victorian Government, viewed 14 March 2019,
https://www.youtube.com/watch?v=7l5Wa94ynss

This advertisement is designed to have an emotional impact on the viewer showing the harsh realities of drink driving. The colours and tone are all dark and stylised to show the darkness of the topic. The message of my video will be similar to this one by my video won't focus of the aftermath of drink driving and the real life effects. My video will also have a different target audience.

TAC 2009, 'Never Drink Drive', Victorian Government, viewed 14 March 2019, https://www.youtube.com/watch?v=otR8V7rlnjA

This advertisement shows what happens if someone decides to drink and drive and the events that led up to the fatal crash depicted in graphic detail in this video. The video's harsh tone and shocking imagery is dissimilar to my video but the message of my video and this one are close. my advertisement would be targeted towards someone who can stop someone else from drink driving whereas this video tells its viewer to not drink drive themselves.

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Im feeling pretty excited about the video project promoting a brand or idea. I've done similar things in high school media classes. I do not have an exact idea on what to make my video about but i do know i want to at least promote an product, organisation or message that already exists. right now I'm leaning towards  a more serious style and tone for my advertisement.

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MESSAGE IDEAS
1. anti smoking
2. anti drinking
3. anti drink driving
4. anti drug driving
5. anti drugs
6. pro drugs
7. pro protected sex
8. anti peta
9. pro peta
10. don't shop, adopt (pet ownership)
11. anti speeding
12. anti piracy
13. anti plastic
14. pro hemp products
15. anti styrofoam
16. pro donating blood
17. pro donating sperm
18. pro donating time
19. pro hygiene
20. safety video
21. pro sun safety
22. save the ocean video
23. save the rainforests
24. anti pollution
25. anti poverty
26. pro supporting local business
27. pro op shopping
28. anti gun
29. anti violence
30. anti bullying
31. anti animal products
32. anti vegan
33. anti health supplements
34. pro fitness
35. promotion for a city or country
36. addiction awareness
37. anti gambling
38. anti sexual assault
39. anti verbal assaut
40. anti workplace harassment
41. anti poaching
42. anti hunting
43. pro hunting
44. anti sugar

45. Palmolive
46. paper towels
47. Smirnoff
48. xxxx gold beer
49. coke (the soft drink not the drug)
50. mcdonalds (or other fast food place)
51. Alexa/google home
52. playstation/xbox
53. a specific game (could be marketed to kids or adults)
54. condoms
55. sunglasses
56. fruit (just fruit)
57. aussie farmed products
58. Telstra
59. furniture warehouse type place
60. fish and chip shop
61. taskmate service
62. pillows (now 50% more tear absorbant
63. mentos
64. university/school promotion
65. westminster old scholars soccer club promotion vid
66. Wahu beach spot equipment
67. showers
68. skittles
69. short shorts
70. backwards hoodie (for snacks)
71. hair dye
72. napisan
73. dishwasher pods
74. leatherman army knife
75. stress ball
76. doritos
77. whiteboard markers
78. erasable pens
79. underwear
80. sticky wall things that hold up pictures