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After going through the assignment brief I'm eager to get started, I have some broad ideas that I will definitely have to condense down and hone in on in order for my video to be concise and to also make it easier for me when I go to film.

It does stress me out that my idea will be my chosen topic throughout the entirety of the semester, so I have to choose something interesting but also something with previous research and sources.

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My target audience for this video will be young women in Adelaide age range 15-25, I have chosen to focus specifically on women’s fashion, as both genders is far too broad and won’t allow me to really focus on options and different choices within the time frame. Since I am also in this bracket I think I’ll find it easier to identify what the audience will relate too, what it’ll find engaging and how to better convey my message.

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Shopping slow fashion in Adelaide is important and doable.

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1. Slow Fashion
2. Fast Fashion
3. Ethically Consuming
4. Minimalist Lifestyles
5. Exploitative Brands
6. Buying Australian made
7.  Women's work in male dominated fields
8. Wage Gap
9. Gender inequality in Australia
10. 'Locker Room' talk and how language contributes to inequality
11. Effects of Fashion on the planet
12. Global warming
13. Vintage and Reseller markets
14. Stay at home mums, should they be paid a wage?
15. Affirmative action
16. Online vs in person shopping and marketing
17. Sweatshops and the big brands that use them
18. Animal rights in Australia
19. Public vs private eduction in Adelaide
20. Deforestation
21. Global warming
22. Landfills in Australia
23. Pollution
24. WildLife conservation
25. Pilates - KX
26. Derrimut Gym
27. Fad diets
28. Veganism
29. Obesity in Australia
30. Organic food vs GMO
31. Soul cycle
32. Body image in modern women
33. Materialism in Australian teens
34. Gambling in Australia
35. Online poker laws
36. Poker Bars Adelaide
37. Marriage and Divorce
38. Media portrayals in Australia
39. Motherhood, Day to day
40. Single Mums in Australia
41. Adelaide social media influencers
42. Prostitution in Australia
43. Mental Health systems in Adelaide
44. Ramping in hospitals
45. Over-worked hospital staff
46. Cosmetic nursing
47. Plastic surgery
48. Filler vs Botox
49. Long term effects of filler
50. Long term effects of botox
51. What is baby botox?
52. Effects of social media on happiness
53. International Womens Day
54. Melbourne Fashion Week
55. How has hiring clothes effected the fashion industry?
56. Dion Lee - Gone global
57. Australian Fashion vs American
58. Interior design
59. Stylists in Australia
60. Out sourcing design
61. How important is marketing to a brand
62. Branding in Adelaide businesses
63. Body image in the fashion industry
64. Feminism in fashion
65. The cycles of Australian fashion
66. Impact of dupes
67. Making fashion accessible
68. Tik-Toks impact on Australian marketing
69. Androgenous dressing
70. Trend predictions
71. Paris Fashion Festival
72. Economic growth and fashion in Australia
73. Upcoming melbourne designers
74. Household pollution in Adelaide
75. Impact of buying local in Australia
76. Farmers Markets
77. Composting in Adelaide
78. Sustainably made products in SA
79. SA's best food guide
80. Adelaides top resturants

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Week 1.

I’m definelty feeling a little overwhelmed with this assignment, especially after brainstorming 80 ideas. While it got me in the right mindset to decide on a topic, I’m just worried about picking one that I will actually be able to execute, especially because I’ve never filmed a full video before.

Week 2.

After watching this week’s lecture and brainstorming over the last couple days I’ve decided that it’ll be easiest if I pick a similar target audience to myself so that I can better connect with them, and also if I chose something I’m passionate about. Especially because the promotional video needs a call to action. I’ve decided to focus on slow fashion because it’s a huge part of my life and something I’m really passionate about. I have a friend who runs a vintage shop and I think it would be great to feature some of that, I also really want to divulge into the effect’s fast fashion has on the environment, and have my call to action be something like shop more vintage, shop slower, donate clothes, and focus more on how we as a society consume

Week 3.

This week we have started building our website, I have done a bit of coding before so I’m somewhat comfortable with this. I think right now because we haven’t changed any of the layout or aesthetics I’m struggling to see a vision for my video and website; which I’m hoping will become clearer soon. I have also started looking for sources but I think to cover my topic correctly I’ll have to have one that focuses on the harmfulness of fast fashion, one that looks into slow fashion, and one that focuses on specifically Australia or Adelaide.

Week 4.

I’m currently in the process of finishing my annotated bibliography, this took a while because I was worried about choosing the right sources that would make my promotional video really interesting. I haven’t edited my website as much as I would’ve liked to so that’s next on my list, I have just always found writing introductions and about sections really tedious.

Week 5.
Coming towards the end of this assignment I feel significantly more confident with my video promo idea and I definitely have more of a vision about how the finish product will end but I'm excited to get filming.

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Urbanist will be used for all of my paragraphs as I think it conveys a sense of responsibility and authority while still being aesthetic.

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I've chosen muted green and grey colours. Green representing; eco-friendly, enviroment, nature, health, and Grey representing; calmness, practicality, and authority.
Olesen , J. (2013) The power and symbolism of colors (infographics), Color Meanings. Available at: https://www.color-meanings.com/ (Accessed: March 30, 2023).

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Sansita in extra bold will be used for all my headings, because I think its fun yet still legible.

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I think my topic is a pretty positive one, I don’t think my target audience has any initial bad feelings about it, to continue this on while still emphasising the seriousness and the need for slow fashion I want the tone of my promotional video to be positive, hopeful, uplifting, and encouraging. I want my audience to feel inspired and motivated into following my call to action.

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Boulton, J., McCallion, A. and Dechrai, I. (2022) TEXTILES: A TRANSITIONS REPORT FOR AUSTRALIA. rep. Available at: https://www.monash.edu/__data/assets/pdf_file/0006/3059394/MSDI_Circular_Economy_Textiles_Transitions_Report.pdf (Accessed: March 24, 2023).

I have found this source incredibly helpful, it begins with examining how much of a problem fast fashion is in Australia and then goes on to look at solutions. It’s from a credible, unbiased source, and has not been made for profit. The report is incredibly relevant to my topic I have pulled a lot of information from here especially because I was struggling to find sources that were Australian based and not focused globally. However, this report was produced in 2022, and that has some limitations as some information and statistics may now be out of date. I’ll have to combat this by cross referencing any facts I choose to use.

Kumar, A. (2023) Why sustainable fashion matters: Learn the benefits &amp; trends, Emeritus Online Courses. Emeritus. Available at: https://emeritus.org/blog/sustainability-sustainable-fashion/#:~:text=Reduced%20Carbon%20Dioxide%20and%20Greenhouse,carbon%20footprint%20of%20these%20brands. (Accessed: March 24, 2023).

This article was a good starting point for me, it introduced a lot of definitions, and terminology that will help me produce a more informed promotional video, including concepts like ‘greenwashing’ that I’ve never even heard of before. The article is from a university blog which has no biases or underlying motives but does call into question the authors credibility, but it was created in 2023 and can help me provide more current information.

Fast fashion (2023) Clean Up Australia. Clean Up Australia. Available at: https://www.cleanup.org.au/fastfashion#Resources (Accessed: March 24, 2023).

Clean Up Australia is a non-profit organisation, both government and privately funded with the focus on environmental causes within Australia. This resource was particular helpful because it focuses on different calls to action to help reduce waste in the fashion industry, this allowed me to hone in on what I think the best ‘call to action’ will be for my promotional video. I had trouble finding information about the publishing date but I’m hoping it just a page that they continually update due to the nature of the organisation.

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Coming into week four, I think I already had a pretty good idea of the topic I was going with for this assessment as well as what I wanted my video and website to look like. The mind map didn't make me rethink any ideas or perspective as I'm comfortable and confident with my choice.

A lot of previous research has been done on enviromental waste in the fashion industry but rarely every in Australia, let alone just Adelaide. By looking at this on a smaller scale I think im reaching an audience that doesn't get targeted as much.
Furthermore, I think while most know that things like fast fashion and cheap clothing brands can be harmful to the enviroment I don't think they understand the extent or we wouldn't be facing the enviromental crisis we are.

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Attention-  I’m going to use surprise to grab my audience’s attention. I want to start with some harsh and shocking facts about garments ending up in landfill and how much waste Australians are responsible for because they shop fast fashion.

Interest- I know that it is a topic that definitely effects my target audience because every women needs to buy clothes. I just assume that most either don’t understand the effects of fast fashion or just don’t know how to shop more sustainably especially in a smaller city like Adelaide.

Desire- I’m going to use professional opinions to convince my audience. I’d like to interview a couple people and have their passion and expertise as my main persuasive technique.

Action- After my video I want them to feel inspired to take action and consider more carefully about where they shop. I will also include some different places and options of all different price ranges and use that as a guide to where they can start.

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Blue hat – process = What thinking/organisation is needed? Planning for action, what are the steps involved in creating your video?

I need to source a couple locations to film, think about what B roll footage I want (maybe a montage of someone shopping, or just rundle mall being busy) and also who I can get to talk about my topic.

White hat – facts = Focusing on information and data, now you’ve defined your particular approach is there any information you don’t know and need to find out? What do you need to find out?

I need to find out more hard hitting facts about fast fashion and its impact on the environment. I’d also like a couple of facts that demonstrate the ability an individual has to make change on a smaller scale if they were to change their own shopping habits.

Red hat – feelings = Represents emotions, feelings, intuition. What emotions are tied to your topic? How does your target audience feel about the topic, how do you want them to feel about it once they’ve seen your promotional video?

I definitely feel incredibly passionate about this topic, especially because I just see no down sides to shopping sustainably. I think my target audience cares about the environment I believe it’s just behaviours that are so commonplace one wouldn’t really think about the damage they’re doing, and in making my video I just want to make consumers stop and consider their everyday choices a little more carefully.

Green hat – creativity = Focus on ideas, creativity, possibilities and designs. How can you be really creative with your promotional video (eg. set design, costume, props, colour grading, packaging for your product, call to action graphic, etc).

My friend owns a vintage market and I think using that as a background would be really interesting, I also work for a sustainably luxury brand and doing some filming in store would be quite aesthetic.

Yellow hat – benefits = value, benefits, positives. Intentionally seeking the value of your video, what benefits/positives will come from your audience purchasing/donating/understanding your product/message?

Any item that’s being recycled, repurposed or even just not purchased slows down the amount of clothing going into a landfill and reduces the amount of wastage from the fashion industry and help the environment as a whole.

Black hat – cautions = Focuses on critical thinking. Can be used to indicate a fault in logic, points out incorrect info and faults and weaknesses with your video. Are there any hazards/potential problems to look out for when creating your video?

I think I really like my concept and my vision, I think just executing everything on time and conveying my message without the video being too long or too wordy. I also want to get other people involved and have them speak and I think that could get hard scheduling wise.

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An abrupt cut to landfills, and old clothes on piles, ending up in the rubbish- as the voice over discusses what fast fashion is- its impact on the environment and how much of an epidemic it is in Australia.

I then want to reveal the voice over person and have them talk about different shopping options and how they can prevent this impact – through slow fashion.

Talking about making better fashion choices that will stand the test of time and last through more the one fashion cycle.

Showing them how to make better clothing choices like shopping vintage -talking about shopping vintage ill show her market, some of the clothes and the advantages of recycling and repurposing.

Will then move on to the brand Viktoria and Woods- a brand that focuses on being Australian made – luxury fashion – that while expensive focuses on being environmentally friendly, and made to last unlike fast fashion. Giving audiences different options.

Finish with a call to action, asking the audience to think carefully about purchasing items and give them these places to do so.  End with a graphic showing where to find more information