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For the brand name/heading, I have chosen to use the font, "Evogria." This font is bold and thick with defined edges, resulting in a sense of importance/urgency. It is simplistic, and is not heavily stylised. This reflects the no-nonsense, urgent tone of "Save The Bees. Save Buzz."

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Couture will be used for the promotion's subheadings and description. I chose it because it reflects the simplistic and urgent tone of Evogria, but is not as bold. Therefore, it will function more effectively in sentences and subheadings than the brand name's heading.

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The colour palette for my brand logo will be focused on bright yellows and darker shades of grey and brown to compliment the yellows. Obviously these colours are associated with bees, making logical sense as a part of the branding, but yellow is also a colour associated with warning. An integral part of promoting the mitigation of bee decline is a sense of necessary action and warning of the dangers that will result from a lack of action. Therefore, yellow is the perfect colour for the promotion's branding.

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The tone of the promotional video will be deadpan humour. The absurdity of a man visiting the alcoholic Buzz The Bee will be treated with a completely serious tone, resulting in an absurdist and deadpan comedic result. This will be combined with threat/fear to both capture the audience's attention and provide entertainment, while urging them to take action.

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Almost everybody desires a positive future for themselves and those around them. Through using fear to make the audience afraid of a future without bees, this will invoke a desire to take action. As a result, the audience will be more inclined to plant flowers and visit the website.

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The mind map has allowed me to better define the emotions that I will trigger, and the methods that I will use to invoke these emotions. Making younger audience members fear their future while making older/middle-aged audience experience guilt for the future are two ideas to target in the promotional video.

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Sam Simmons' TV Show "Problems", captures the tone that I intend my promotional video to capture. The absurdity of what is occurring on screen, yet the somewhat deadpan way it is narrated and acted, is similar to my goals with the video.
ABC 2013, 'Sam Simmons' "Problems"', video, YouTube, April 2 2014, viewed April 2 2021, <https://www.youtube.com/watch?v=A6UG89CA9TA>

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SAM SIMMONS' "PROBLEMS": Episode #1 (1st 5 Mins)

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This IKEA ad presents a similar idea to what I want to present in my promotional video. While it is focused on reducing one's carbon footprint, the ad focuses on what the audience can do relatively easily as the general public. My promotional video will combine this idea of what the audience can do easily as the general public, with a completely different tone and obviously a focus on the bee decline as opposed to carbon emissions.
IKEA 2019, 'Climate action starts at home - IKEA', video, YouTube, April 1 2019, viewed April 2 2021,
<https://www.youtube.com/watch?v=qA4GQDUgQBc>

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This ad campaign created by Republic of Everyone for the TV show Gruen, uses a dead-pan sense of humour to convey how if bees died out, humans would have to spend all of their time pollinating. The ad's tone is very similar to what I intend to create with my promotional video.
Republic of Everyone 2018, 'Save The Bees', video, YouTube, October 22 2018, viewed April 2 2021,
<https://www.youtube.com/watch?v=G0OyZlA9A2U>

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'Save the bees' | Gruen ad by Republic of Everyone

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Goulson, D, Nicholls, E, Botias, C, & Rotheray, E 2015, 'Bee declines driven by combined stress from parasites, pesticides, and lack of flowers', Science, Vol. 347, Issue 6229.

This research article discusses the suspected causes of the bee decline, and the implications of the decline. This source provides critical information for an effective promotion. It discusses how without bees, global pollination would collapse. Pollination is one of the most vital processes in nature, as it allows plants to reproduce. Without this, plant species would go extinct at a rapid rate, resulting in major global extinctions and food shortages. It also discusses the suspected causes for the decline.

Leonard, A, Dornhaus, A, & Papaj, D 2011, 'Flowers help bees cope with uncertainty: signal detection and the function of floral complexity', Journal of Experimental Biology, no. 214, pp. 113-121.

This research article discusses how flowers strengthen bee colonies. As flowers provide nutrients and materials for bees to strengthen their hives, a source of flowers greatly assists bee populations. Complex floral arrangements also assist bees in navigating the surrounding areas, and improve signal detection. This is important for my promotional video, as a large part of the promotion's call to action is to urge the audience to plant more flowers to do what they can to mitigate the decline.

Yoon, H & Mayer, J 2015, 'Do humour and threat work well together?', International Journal of Advertising, pp. 725-740.

This research article discusses the effectiveness of combining humour and threat in advertising. The article discusses how humour can successfully convey threatening information in a way that the audience may be more inclined to accept, whilst also still correctly presenting the audience with the message. This is important for my promotional video, as I plan to use humour to convey the danger of the bee decline, and importance of mitigating it.

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The target audience for the promotional video is middle-aged and young adult members of the general public. The current state of mitigating the bee decline seems to be that “science people” and environmentalists are aware of the issue and what it means, but the average citizen doesn’t seriously consider or think about the decline compared to other issues such as global warming. I chose young adults and middle-aged adults as the target audience, because they are definitely the age group most involved in environmental activism, yet as a whole not much attention is given to the bee decline (much more focus towards fossil fuel reduction, commercial fishing, just generally being angry at politicians, etc.).

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I have chosen to promote taking action to mitigate the bee decline. Bees are a pivotal member of the planet's ecosystems, and their numbers are decreasing. If the decline is not mitigated, global catastrophe will be the result.

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The audience's interest will be held by presenting an issue important to them, through a humorous tone. The message should interest the audience as it is an idea that will become incredibly present in their lives whether they take action or they don't. The humorous content of the ad will be what holds their attention to convey the message. To interest the audience, threat/fear will be applied to the message. Ensuring that the audience is fearful of the decline in bees will ensure their interest.

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The sound of mid-morning suburban ambience can be heard as the front door of a house is swung open. Buzz, a bruised, tired, alcoholic bee is revealed behind the door, pointing a bottle at the viewer. A friendly smiling man is on the outside of the door, welcoming Buzz, who lowers the bottle. Jump-cut to the pair sitting in a messy living room with bottles and rubbish scattered on the floor and furniture. The friend asks Buzz how he has been. Buzz begins to tell the man that all of his friends are dead. The camera slowly zooms in on Buzz's face as he enters a sad monologue detailing the issues and implications of the bee decline. As it zooms on his face, a suite of out of key violins build suspense. Sudden silence, as the man reacts to Buzz's monologue, shocked. The man asks Buzz what he can do to help, in which Buzz suggests planting flowers as a starting point. The Buzz The Bee logo appears, telling the audience to save Buzz by planting flowers, while also suggesting that the viewer visits the website "SaveBuzz.Com" for more ways they can help.

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The promotional video intends to both provide a basic understanding of the dangerous nature of the bee decline, while also calling the audience to visit a website as their “first step” in taking their own action further.

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The main attention-grabber of my promotional video is the presence of it’s mascot, Buzz. Buzz is a depressed, alcoholic bee. This heavy contrast to the standard representation of a personified bee serves as the ad’s main form of humor. The opening frame will be the front door of a house opening to the sad sight of Buzz, intending to hold the audience’s attention due to the instant surprised/humorous response that this image will invoke.

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Humour is an incredibly effective tool in advertising. It increases the audience’s willingness to give attention, while also creating a positive image for the brand if utilised effectively. Humour is also more likely to result in an ad or promo becoming a talking point, resulting in a form of free publicity beyond the ad.

Despite this, I have not seen humour present in many social issue awareness promotional videos or ads.

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To appeal to the younger and unaware members of the general public, the promo will attempt to simply spell out the bullet points of the issue (such as the simple fact that bees are needed for crops and pollination, and bees are dying), so that the target audience can develop a basic familiarity and level of understanding around the issue. This promo will present itself humorously and include the mascot “Buzz”, the depressed bee who’s friends are all dead. Buzz will humorously provide a basic explanation of the issue, both appealing to the audience through comedy, and the easy to understand nature of the explanation.

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Is it actually humanity's responsibility to mitigate the decline in bees?

Is the decline in bees actually important to a young or middle aged suburban dweller?

Is it just the government's job things like the bee population? Can individuals from the general public actually do anything about it?

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I am excited and to get stuck into my uni studies and every class that I’m doing for the Film & Television degree. I got a bit bored during the gap between school and uni, and more than anything I’m just looking forward to doing something I actually care about.

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1. A company specialising in replacing pets that don’t love you, with a subscription to weekly mint tin deliveries containing mints and a reassuring message.

2. In a world where time moves faster while having fun,  buy boring things so that you move slower through time and have more time to work before deadlines.

3. Go into the world and actually live.

4. Stop caring so much about everything.

5. A personal home demon that reminds you of the truth (for confident people).

6. Stop pretending that sweet potato chips are a worthy replacement for hot potato chips. It’s not that they’re bad, they’re just not the same.

7. Anarchy. Just anarchy.

8. Non pro-environmental technology should be reversed back to it’s less resource-demanding level, while pro-environmental technology advances to reach a stage where we’ll actually be able to manage the other advanced technology without destroying Earth.

9. Expose QLD’s “recycling” bin system (they have yellow bins but only so it looks good to tourists, the yellow bins in QLD also just go to landfill like the red bins).

10. Just get more sleep.

11. A “diet fork” that sends electric shocks through your hand if you try to eat past your preset calorie quotient.

12. Abolish sea-bound fuel tankers.

13. Bring back practical effects as the primary effects.

14. A printer that connects to your brain and mouth so that you can spit out whatever image you can think of.

15. Stop buying bottled water.

16. Stop Adani.

17. What are you so afraid of Facebook seeing?

18. Roll over and die.

19. Offensive humour/jokes are okay, just be aware of the context and situation.

20. Poverty will never be history unless the middle and upper classes lower their standards just as much as the third world raises their standards, so that we meet somewhere in the middle. The planet simply cannot handle everyone living the middle-class lifestyle. It can’t even handle the current number of people living the middle-class lifestyle.

21. Beans are underrated and underutilised.

22. Transition to organic or electric energy sources (abolish fossil fuels).

23. Completely abandon private vehicle ownership. Everyone must travel through public transport and taxi services (maintain the overpriced nature of taxis to encourage people to take the public transport when possible).

24. Allow treating cyclists who ride on the road (not bike line) even though there is a bike track next to the road, as speed bumps.

25. Invest in proxy wars.

26. Get rid of dlcs and expansions in games (especially pre-order bonuses).

27. Don’t lose DVDs and CDs to digital platforms.

28. Allow only one car per household.

29. Scientists need to stop asking if they can do it, and start asking if they should do it.

30. Stop over-valuing life.

31. The number of things needed on this list should be decreased to 50.

32. Legalise assisted suicide.

33. Rock is not dead, but a lot of mainstream pop is trying it’s hardest to kill music.

34. Don’t buy a piano when you could buy a keyboard, they’re much easier to carry around and are more versatile.

35. Get rid of inherited debt.

36. Pay your taxes. I know you feel powerful and special “not letting the government take what’s ours”, but let’s be honest if the street taking you from your house to the supermarket was a pothole-riddled deathtrap hanging on the side of a drop-off with a fence that has collapsed and no one has bothered to maintain, I’m sure you’d think otherwise.

37. What happened to sitcoms?

38. The entertainment industry needs to focus less on corporate formulaic releases and turn its attention to people who actually care.

39. Money has become the most important thing to every industry, at almost every industry’s detriment.

40. Abandon greyhound racing.

41. Abandon horse racing (or at least make it illegal to kill a horse after it suffers an injury that it could recover from if the owners valued it’s life over their wallets/possessions).

42. A virtual betting app where you are given X amount of credits per week and get to bet on sports and stuff, but you’re not actually using any real money it’s purely virtual. It’s still addictive to compare your total credits and stuff with mates and bet on the sports, but you don’t have to worry about wasting your life’s savings and pouring your future down the drain.

43. Pro same-sex marriage.

44. Australia should be more welcoming to immigrants.

45. End casual Australian racism.

46. Supporting piracy (distributing or just simply watching/accessing pirated content) should be met with jail time.

47. If people don’t validate their ticket/metro card when using public transport, they should receive a permanent tattoo keeping a tally on their arm.

48. The Jehovah’s Witnesses should be held accountable for their crimes (I’m not saying they’re all bad people I’m sure many are great, it’s just as a whole the way that cult-like religion functions should receive more attention than it has).

49. Make solar-powered cars mainstream.

50. Jazz is not dead.

51. Fill private property and out-of-bounds areas with Shoebill birds, because they are terrifying.

52. Dog breeds like bulldogs probably shouldn’t exist because they’re just bred into lives full of health problems and struggles until they die. I still love ‘em because they’re dogs but I don’t know if they should really be here.

53. Anti capital punishment…

54. ...Unless they’re poachers. In that case pro capital punishment.

55. The bee decline must be mitigated and we are not doing enough.

56. Orca should never be kept in captivity.

57. Stop teaching kids that they’re all special. This results in a great deal of unwanted arrogance, or a sad realisation at some point for the child.

58. Stop telling kids that the fat, red, bearded Santa is real. He is literally just a consumerist image invented by Coca Cola so why do we want kids to believe he exists?

59. Halloween is annoying because I have to wait near the door to answer it for kids who usually don’t put enough effort into their costumes to warrant me giving them chocolate. Just, don’t do halloween unless you’re actually going to try.

60. All zoos should be like Monarto Zoo (simulating the animal’s real natural habitats in spaces large enough).

61. Major events like the Olympics and World Cup should only be held by countries who are capable of holding them without building over poverty-stricken villages and knocking down homes.

62. You’re already dead, just not right now.

63. Avocado’s carbon emissions probably aren’t worth their taste.

64. Violence in games and movies is NOT making this generation more aggressive/violent.

65. Pigeons should be appreciated more. Stop glorifying doves so much when they are pretty much the same other than their colour.

66. Pills that give you whatever dream you want to have in full detail.

67. Pro athletes such as NBA players who receive ridiculous sums in excess of $20 million per year should receive less than half as much as they do, and the money should go to people who it would actually change the lives of (Lebron James does not need ANOTHER $50 million mansion).

68. You are just a character you’ve made.

69. Abolish fast fashion.

70. Ants are severely underrated.

71. Buy a beehive.

72. Kill all wasps.

73. Workers for people suffering from mental disorders such as dementia should be less focused on just keeping them alive and getting their paycheck, and more focused on actually being accommodating.

74. Ban single use plastics globally.

75. Pro vaccination.

76. Don’t collect exotic pets unless you’re actually going to treat them like anything more than a showpiece.

77. Always favour good condition pre-owned stuff over new stuff.

78. Harsher fishing regulations should be put in place as despite the systems that are in place, overfishing is still harming the oceans.

79. Littering should be fineable. Repeated offenses are worthy of jail time.

80. An app that reads your facial expressions through the device’s camera at all times as you use it, so that popup ads and recommendations are based on what makes you happy.