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Colours & Characters
Pool Scene

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Dua Lipa - New Rules (Official Music Video)

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Cancer Council Advertisement

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Pool Scene

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Pool Scene

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It's a beautiful sunny day, we get a birds eye view of a suburban neighbourhood and it zooms into a backyard. There's 5 girls sun baking around a pool in bright coloured bathing suits, sipping refreshing glasses of lemonade. We can hear fun poppy music playing and them chattering and giggling.

One of the girls asks another girl, "Hey do you want some sunscreen, you're looking a little burnt" the other girl replies without even looking up, "no thanks have to have a super dark tan for this weekend party!" The other girl shrugs, smiles and doesn't bother putting any sunscreen on for herself.

The skies start to turn grey/dark purple and we can hear wind and lightning in the background. The girls start looking at each other, first confused and then worried looks on their faces. They look down at their own skin, it's starting to get wrinkly, saggy and covered in sun spots. One of the girls is seen lying in a hospital bed, connected to a drip, unresponsive. It pans around to all of their faces, they look like they have aged 20 years.

It then flashes back to the girl who said no to the sunscreen. She startles herself, as if waking up from a bad dream  and says "Actually, you know what, I'll take you up on that sunscreen!" and lathers it on.

A message in bright fun colours flashes on the screen that reads "Why choose between sun protection and beauty? Wear sunscreen", while the girls continue to chatter and put on sunscreen in the scene behind.

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Identifying and crafting my message was hard as I had to go in depth into my idea and my target audience. I really enjoyed writing my treatment as I could actually write my vision down and gain an understanding of what it was going to look like. I also liked finding my inspiration photos and videos, to help me visualize my own promo video.

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ATTENTION
I want to grab my audience's attention by creating a fun and girly opening scene, which catches their eye, because they want to be there. It will be set in a bright pool party scene, with a few girls drinking lemonade with bright bikinis on of all shapes, sizes and ethnicity so that it catches the attention of more people in that target audience. When one of the girls says no to sunscreen, I then want it to become overcast, and they start ageing faster and faster, some of them starting to become sick. I think the transition from a fun and bright scene to a dark and serious one, will catch people's attention.

INTEREST
My promo video will interest my target audience (females aged 14-25) as it will be a relatable scene of a group of girls hanging out around a pool in summer. By using lots of different looking girls, it will make it more relatable.

DESIRE
While watching the beginning of this video, I want females to feel happy and familiar with the situation, and the feeling of wanting to be there with their friends. As the video goes on, and shows the reality of being in the sun, I want the audience to feel intimidated and scared, that it could be them, as they related so well to the first part of the video.

ACTION
I hope after watching this video the audience can understand the severity of not being sun safe, and understand that having a not tan doesn't mean you're ugly, it's actually better in the long run. I hope this educated my target audience and makes them improve their sun safety practices.

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Quicksprout, The Psychology of Colour, Quicksprout, viewed 16 August 2016, <https://www.quicksprout.com/the-complete-guide-to-understand-customer-psychology-chapter-4/>.

🌸The information on pures, tints, shades and tones is very helpful along with the meanings of colours. They advise to maintain simplicity, which I will try do with my choice of 3 main colours, varying in shades.

Usabilla Blog 2012, 15 Practical Tips How To Use Typography For Emotional Design 2012, Usabilla Blog, viewed 16 August 2016, <http://blog.usabilla.com/15-practical-tips-how-to-use-typography-for-emotional-web-design/>.

🌸This article helps explain emotional design and how to make things look more personal and characteristic. It says how it can be beneficial to use typography to draw attention to specific areas. It also says to ensure your font doesn't have too much of a strong character, making it overshadow the rest of the design and to make sure it looks consistent. I will use all these tips on typography and font in my promo video, to give the audience the full effect.

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I really enjoyed looking into the colour and text part of this assignment, as it's more creative. Choosing my colour palette was exciting , I feel like I'm finally getting an idea of how I want my video to look.

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Before seeing this campaign, I think this target audience doesn't take sun protection seriously enough.

After watching my promotional video I want viewers to take being sun smart more serious and realise you don't have to be tan to be beautiful. I want them to feel worried about how the sun can make them sick and age them. I also want them to feel empowered about the fact that there is so much more to life and beauty than laying out in the sun for hours.

I will need to convey a fun and lighthearted tone at the beginning and then a more serious tone toward the end, while still making it relatable to my target audience.

For the beginning bright fun colours like yellow, orange and pink will catch this groups eye and make them want to watch. Then transitioning into darker tones like burgundy and purple, will still keep it girly, but evoke more serious emotions.

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"Why chose between sun protection and beauty? Wear sunscreen"

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Day, AK, Wilson, C, Roberts, RM & Hutchinson, AD 2014, ‘The Skin Cancer and Sun Knowledge (SCSK) Scale: Validity, Reliability, and Relationship to Sun-Related Behaviours Among Young Western Adults’, Health Education & Behavior, vol. 41, no. 4, pp. 440–448.

💕This article explains how skin cancer remains a significant public health concern and how the diagnosis rate keeps rising. It tells us how people are failing to use or are inconsistently using sun-protective methods. This study included 320 females assessing their skin cancer and sun health knowledge. This could help me with my promotional video research as it will give me an idea of what these females do and don't know when it comes to sun smart practices. It also enforces my ideas that skin cancer is still a very current and ongoing problem.

Abbott, LM, Byth, K & Fernandez-Penas, P 2019, ‘Tanning, selfies and social media.’, Australasian Journal of Dermatology, vol. 60, no. 1, pp. 82–84.

💕This journal discusses that despite years of skin cancer prevention advertisements, tanning is still very common among females. It also discusses the sociocultural norms in regards to people wanting to be tan, reinforced by social media, peers and parents. The studies show a significant amount of females claiming they feel more attractive when tanned. This article assists me in this project as it confirms my ideas that this age group are still feeling the need for conform to societies expectations, in an unhealthy way.

Olsen, CM, Wilson, LF, Green, AC, Biswas, N, Loyalka, J & Whiteman, DC 2018, ‘How many melanomas might be prevented if more people applied sunscreen regularly?’, British Journal of Dermatology, vol. 178, no. 1, pp. e77–e77.

💕This article is helpful as it gives a scientific take on what I want to focus my project on. It tells us how sunscreen prevents sunburn and protects cells against mutation, leading to melanoma. This article uses science to tell us how important regular sunscreen use is.

Dobbinson, SJ, Volkov, A & Wakefield, MA 2015, ‘Continued Impact of SunSmart Advertising on Youth and Adults’ Behaviours’, American Journal of Preventive Medicine, vol. 49, no. 1, pp. 20–28.

💕This article tells us that advertised campaigns play a central role in skin cancer prevention in Australia. It shows us various campaigns done throughout the years and what audience they were aimed at. They use tag-lines using the words "tan" to focus on the young adults, particularly females. Quotes like "no tan is worth dying for" and "there's nothing healthy about a tan" are used in advertisements with young adults acting. This article is helpful and it tells me what sort of ads are used to target my selected audience.

McLeod, G, Insch, A & Henry, J 2011, ‘Reducing barriers to sun protection - Application of a holistic model for social marketing’, Australasian Marketing Journal, vol. 19, no. 3, pp. 212–222.

💕This journal discusses how marketing and campaigns do really increase sun smart behaviours. This can help my assignment as if something is not working, then I can research and think of other avenues to use when creating my promotional video that will promote more sun smart behaviours.

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WHO DOES THIS INVOLVE OR EFFECT?
Although it is aimed at a 14-25 year old female age group, sun safety effects everyone of all ages and genders.

HOW DO THESE PEOPLE FEEL AND WHY IS IT A PROBLEM FOR THEM?
I believe this group of society is made to feel peer pressured by each other and society. Social media tells us, young females should be tan to be pretty, but is having a tan worth sitting out in the sun for hours and risking our health? Peer pressure could also come into play when using sunscreen or covering up while out in the sun. This is why sun safety is a problem for this age group and should be addressed in a fun and targeted way.

WHO DO I NEED TO CONSULT WITH DURING MY RESEARCH?
I will research on the University's library and Google Scholar for books and articles that will assist me.

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Females aged 14-25 who enjoy the beach, summer, like being in the sun and like to tan/be tan. This age group is extremely impressionable and are under the false idea that being under the sun for hours is worth the tan as it is societies idea of "beautiful".

I will capture their attention by using females of different ages ranging from 14-25, of all different sizes and ethnicities so that most in this group can relate. I will make it extremely girly, fun and relatable so it captures their attention making them watch, but also have facts about what they could be missing out on if they stay in the sun too long, resulting in skin cancer.

The message of my promotion will be; yes you can be beautiful and have fun in the sun, but you don't need to risk your life and your health for it.

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⭐️Using sunscreen is considered "not cool"

⭐️You won't get a tan if you have sunscreen on

⭐️Only old people need to wear sunscreen

⭐️Young people don't need mole scans

⭐️Sunscreen will ruin your makeup

⭐️Is there even a big difference in SPF's?

⭐️Are some brands better than others?

⭐️Is tanning oil really that bad for you?

⭐️Why is being tan considered being "pretty"?

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I struggled editing my web pages at first, but quickly got the hang of it. I found my target audience and thought the one I chose would assist me further as I'm in that category. Looking at my mind map really helped and allowed me to creative think. I looked into how sun smart advertisements and campaigns had been done before and tried to think of how I could make mine different, and stand out more than the rest.

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Looking on my mind map, I would like my focus of this assessment to be on young teenagers/young adult, preferably female, and how they use and perceive sunscreen. I would like to focus on the ideas in the mind map such as makeup brands, makeup with SPF, peer pressure and tanning.

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I struggled to come up with 80 different ideas and when my ideas did start flowing I found it really hard to decide what I wanted to focus on. By the end of week 1 I definitely knew I wanted to focus on the idea around sun-smart/sunscreen. I also knew I wanted to make it girly and fun, as doing something I enjoy making and looking at, would be a lot easier.

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1. Holly's Pantry (my baking business)
2. Collegians Amateur Football Club
3. Events company based in South-West of WA
4. NY style Cookie Store
5. NY style Bagel Store
6. Skincare for people on Accutane
7. Women's AFL
8. Luxury Travel Luggage
9. Dangers of Eating Disorders
10. WAAPA
11. WA Ballet
12. Mecca Cosmetica
13. Sephora
14. Alcoholic Kombucha Drinks
15. Drunk Driving
16. Health Food Delivery Service
17. Ballet at the Quarry
18. Mr. Gnocchi
19. European Inspired Bikini Brand
20. @wegavewhat on Instagram
21. TikTok
22. Luxury SPF Face Moisturiser
23. Spray Sunscreen to put over makeup
24. Slip Slop Slap
25. Wine Tour Company
26. Dog Bandanas
27. Camilla & Marc Ovarian Cancer Campaign
28. Retro Burger Bar
29. All Female Marketing Agency
30. Outdoor Cinema
31. Gucci's Bloom Perfume
32. SoulCycle
33. Nail Bar
34. Bubble Tea
35. Royal Flying Doctor
36. Guide Dogs
37. CanTeen
38. HelloFresh
39. The Cat Haven
40. Little Posy Co (flower delivery)
41. Modelling Agency
42. Talent Agency
43. A new old school Hollywood Western Movie
44. A new section at Disneyland
45. Halloween at Disneyland
46. A new Star Wars movie
47. Black Dog Institute
48. HBF Run for a Reason
49. The Butterfly Foundation
50. Holidaying Down South (WA)
51. Margaret River Wine Region
52. Margaret River Chocolate Factory
53. American Candy Store
54. Perth Party Supplies
55. Anti-Hangover Tablets
56. Zero Calorie Wine
57. Dinner en Blanc
58. Travel Agent App
59. Contiki
60. A new brand of Kombucha
61. Wedding Cakes
62. Animal Shaped Slippers
63. Luxury Scarves
64. Activewear Store
65. Vegan Cafe
66. Vegan Alternative Meats
67. Supplements for Teens
68. Art Gallery
69. Cork & Canvas
70. A marketing agency app
71. Victoria's Secret Fashion Show
72. A new kid's Cereal
73. Sneakers for Exercise & Casual Wear
74. Fruit & Veg delivery service
75. Personalised Phone Cases
76. Reality TV Streaming Service
77. A new beauty magazine
78. A new architecture magazine
79. Keychains with Trackers
80. Sustainable Fashion