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Above are the fonts and colours I have chosen to use on the website and feature in the advertisement video.

I explored various colour palettes and narrowed my decision to cool earthy colours. Warm colours encouraged my message to be interpreted as an insult or joke. In contrast, the cool colours associated with nature (a key part of the concept) were more inviting and calming. I considered including black within the palette, and having the website in 'dark mode' but decided this could be an issue for versatility across devices.

The exact colour palette is derived from a photograph of Anstey Hill, Old Newman's nursery in ruins (right).

To contrast the natural theme of the colour palette, I chose an 8-bit styled font for the header's typography. The font is reminiscent of what can be found in video games and the early stages of the web. This should add an element of familiarity for the target audience when visiting the website. The font for bodies of text is visually similar to the stylised header with the shape of the lettering but is a sans-serif font that is easier to read for large bodies of text.

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To attract my target audience, I've explored some 8-bit and pixilated font types. These are more indicative of classic video game typography, but a classic look will be more recognisable. Another font-type would not be recognised as 'computer text'. I chose against using a Serif font as the style would have no connection to the theme of my ad. I decided to go with 3Dventure as it catches the eye and is easy to read in comparison to the other fonts I explored.

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The target audience for "Go Outside and Touch Grass" is presumably going to have a negative view of the concept. Thus the purpose of the ad is to change their minds. The goal is for the audience to rethink their stance on outdoor activities and feel inspired and confident to get outside and try what South Australia has to offer.

It will be a delicate process as the advertisement's call to action is bordering on insulting the audience, and if done wrong could make them feel worse about themselves rather than encourage them to get outdoors. To avoid this, the video's tone will be very light-hearted. The video's first few seconds will be exploring loneliness, with a single character alone in a room. The remaining video will be upbeat, exploring the relief and joy of being outside. These contrasting emotions are designed to be relatable and then entice the audience with a better environment to explore.

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Bilby 2008, Second Falls Waterfall Gully, Wikipedia, 23 October, viewed 23 March 2023, <https://commons.wikimedia.org/wiki/File:Second_Falls,_Waterfall_Gully_2008.jpg#mw-jump-to-license>.

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Caty Malo, Old Newman's nursery in ruins at Antsey Hill recreation park, Pinterest, viewed 23 March 2023, <https://www.pinterest.com.au/pin/159877855495788729/>.

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Yvonne Fitzell, Anstey Hill, Pinterest, viewed 23 March 2023, <https://www.pinterest.com.au/pin/269793833906928263/>.

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The following are sources I found useful when researching 'are young adults spending more time indoors- and is it affecting their mental health?'

Klepeis, NE, Nelson, WC, Ott, WR, Robinson, JP, Tsang, AM, Switzer, P, . . . Engelmann, WH 2001, 'The National Human Activity Pattern Survey (NHAPS): a resource for assessing exposure to environmental pollutants', Journal of Exposure Science & Environmental Epidemiology,vol. 11, no. 3, 2001/07/01, pp. 231-252.

This research article summarised the findings of a study conducted in the United States that explored the variation of pollutant exposure. The data collated provided some useful statistics on how much time Americans were spending indoors, which was roughly 87%. This source acted as a good way to substantiate my other findings, but on its own was not credible, despite being cited in other articles as evidence people spend too much time indoors. 87% seems like a lot, but in the context of how much time we spend sleeping, is not outrageous. The findings suggest that on average people were spending an hour outside each day. Another issue with this research was that it was conducted by a home survey, where people who did spend time outdoors would not have been around to participate. The data is less relevant to my topic as my video is addressed to South Australians, and the survey was conducted in the US almost two decades ago.

Suler, J 2004, 'The Online Disinhibition Effect', Cyberpsychology & behavior : the impact of the Internet, multimedia and virtual reality on behavior and society,vol. 7, 07/01, pp. 321-326.

Suler's journal article on the Online Disinhibition Effect was very useful in understanding why toxic online communities exist. While my video may not directly touch on this topic, it will be implied and therefore knowledge of it is useful. The article describes the six factors that influence people to act differently online than how they would in person, such as the safety of being anonymous and how tone is lost through written communication. These factors will help promote the idea of going outside, as these influences are not applicable when speaking face-to-face, resulting in more pleasant interactions.

Swaim, E 2022, '8 Health Benefits of Getting Back to Nature and Spending Time Outside

', viewed 23/03/2023, <https://www.healthline.com/health/health-benefits-of-being-outdoors>.

This medical article provides eight benefits to spending time outside and has been peer-reviewed by a medical professional. The article does not go into further detail about each benefit but does link to other sources. This will be useful for the portion of my advertisement that will be convincing the audience to go outside.

Walden, S 2018, 'The “Indoor Generation” and the health risks of spending more time inside

', viewed 23/03/2023, <https://www.usatoday.com/story/sponsor-story/velux/2018/05/15/indoor-generation-and-health-risks-spending-more-time-inside/610289002/>.

This article discusses what is dubbed 'the indoor generation' and the health risks associated. Walden claims that spending time indoors warps one's perception of reality and disrupts the circadian rhythm. To overcome this, she suggests ventilating rooms and allowing natural light into the home. This article references a study that found '90% of people spent 22 hours a day indoors', however, the link does not lead to a studying claiming this, I have chosen to ignore this statistic. This article has provided information relevant to my topic and also inspired the structure of my video. The article reads as a call to action by stating the problem, the indoor generation, and a solution, ventilating the home.

Below are promotional videos that are similar to my planned advertisement.

South Australia 2020, South Australia - See It To Believe It, video, YouTube, October 29, viewed 23 March 2023, <https://youtu.be/K2V5keDTxPw>.

My video will be similar to this as I plan on the second half of my video to be a montage of exploring South Australia. The difference will be my montage will only include outdoor environments and be accompanied by a soundtrack, rather than disorienting audio from every clip.

In Daily 2013, The Barossa commercial, video, YouTube, May 23, viewed 23 March, <https://youtu.be/vtFqMMjMSMc>.
This famous Barossa Valley commercial has given me inspiration for the types of shots I will try to achieve when creating my video. Similarly, I will be showing off the South Australian environment accompanied by music, however, I plan to have a fast-paced video and will not be advertising food or the wineries.

Safety in Canada 2014, Stop Hating Online: "Consequences" TV Ad, video, YouTube, February 14, viewed 23 March 2023, <https://youtu.be/dlcbYh3IKVM>.

This campaign to stop online hate is similar to my intentions for the first 5 seconds, where I plan to hook the audience with visuals of someone being toxic online. My video will differ by having less focus on stopping online bullying and not including a montage of people using devices.

Buffalo Peak Outfitters 2015, Get Outside Commercial, video, YouTube, July 21, viewed 23 March 2023, <https://youtu.be/N6Ae3LcMr_w>.
I have taken inspiration from this video as it is demonstrating beautiful outdoor locations, however, I am not a fan of the camera facing the bicycle wheel. For my video, I plan to have wide shots of outdoor areas to show as much on the screen as possible to the audience.

Internet Epicness 2012, RAV4 Get Outdoors Vacuum cleaner ad, video, YouTube, October 1, viewed 23 March 2023, <https://youtu.be/eJ8YLkHmwlM>.
The humorous tone of this video is something I hope to achieve in my video. The structure of my video will be similar by demonstrating the risks of staying indoors, contrasted with the fun opportunities outside, however, I plan for my video to be less erratic and dedicate more time to a montage of the outdoors.

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1)  3D projected Google Maps – for people who struggle to orientate themselves with 2D maps

2)  A blender that perfectly mashes potatoes for instant mashed potatoes

3)  Acrylic nail gel that doesn’t stink – could be sold at chemists and nail salons

4)  Act against climate change – educational video on climate change with the call to action directed to the government

5)  Adjustable coffee cup holders for people who find their cups get too hot but like reusable travel cups

6)  Adopt handwriting notes for a better memory – promotional video for high schoolers to encourage good study techniques

7)  Adult smelly stationary – smelly erasers, pencils, pens and cardholders

8)  Anti-drink driving ad – directed to Uni students

9)  Anti-nail chewing polish – nail polish that hardens the nail beds and tastes awful

10)  Anti-smoking in public spaces – a campaign to illegalise smoking in any space besides private property

11)  Anti-vaping advertisement – for high schoolers

12)  Anti-vaping in public spaces – illegalise vaping in public spaces

13)  Attachable clock for your car interior – for people with cheap or old cards that don’t come with internal electronics

14)  Awareness video: how to spot a manipulator – directed to young adults

15)  Bad breath eraser – a chemical spray that neutralises bad breath

16)  Blue light screen filters – for people who are on devices a lot

17)  Boycott rising protein powder prices – call to action against protein powder rising in price

18)  Cable management clips – adhesive tabs with dividers to organise and divide computer cables

19)  Campaign to educate about misogyny – the targeted audience would be men

20)  Coffee that doesn’t give you bad breath – for coffee addicts

21)  Continue to wear your face masks – generalised audience in metropolitan areas

22)  Design your own temporary tattoos – teen to young adults

23)  Divided Burrito bowl Tupperware – hard plastic containers with a pie-chart-like divider that can be promoted

24)  DnD Club promotion – showing off the latest beginner's night events

25)  Edible Lego – build it, eat it, no clean up

26)  Free food vendors – for lower-income people

27)  Free hygiene products at USASA - toothbrushes and paste, soap, feminine products, and sanitary wipes

28)  Google forcing you to pay for more storage space is ridiculous and here’s why….

29)  Hair ties with adjustable length – little plastic sliders to shorten hair tie length

30)  Hanging/battery operated de/humidifiers – for people with allergies, dry eyes or asthma

31)  Join my Discord (satire)

32)  Learn how to care for your parrots properly – a PSA with lots of infographics

33)  Left and Right Labelled socks – for everyone

34)  Mobile phone bead chains – for people with poor grip or other hand problems

35)  More funding for rehabilitation programs for lesser crimes

36)  Morning Brekky on Tuesdays at Magill – promoting it

37)  Motorized umbrellas – umbrellas with a spin feature to quickly dry them off

38)  Multi-pens with a lead option – for artists and students

39)  Non-damaging car decals – for people who like to express themselves

40)  One-tap off the noise cancelling headphones – for women travelling alone

41)  Pants with built-in padding for sitting – the padding cushions your buttocks

42)  Pencils that come with snacks instead of erasers – the eraser tip would be edible

43)  Pineapple sparkling water

44)  Preserve the Monarch Butterfly population - PSA

45)  Promote choosing a bicycle over a car – promoting a low-carbon footprint

46)  Promote going hiking

47)  Promote: Going Outside and Touching Grass – for people who spend too much time indoors

48)  Promote: Organising your computer files – students who lose their work

49)  Promote: Put away your shopping trolleys – emotional video

50)  Promoting napping in the workplace

51)  Promotion: Buy a chicken to better your quality of life

52)  Promotional video: why you should buy a chicken

53)  Quail nuggets – it’s a chicken nugget but smaller

54)  Record the Christmas Beetle population

55)  Reject civilisation and return to the nomadic ways of our ancestors.

56)  Scented/scent-able jewellery – made of wood that absorbs essential oils

57)  Scratch and sniff stickers – with fun designs for adults

58)  Silicon jewellery – so you can chew that necklace without ruining your teeth

59)  Soft and squishy jewellery – gone are the days of stabbing your neck with earrings

60)  Sparkling orange juice

61)  Spicy chicken nuggets – KFC removing hot nuggets was a mistake I will rectify

62)  Stickers with different surface textures – for people who like/need to stim

63)  Store brand sparkling water. It’s just as good as Coke

64)  Sustainability Club promotion – showing off mask recycling bins around campus

65)  Teen mental health – erasing stigma for parents

66)  Teeth jewellery – temporary jewels for your teeth. Similar to a grill

67)  The Gentle Alarm System – wakes you via slowly increasing light and gradual noise

68)  The new ban on phones in High School is pointless – PSA to the school board

69)  The Ocean Clean-up – high lighting System 002 cleaning the Great Pacific Garbage Patch

70)  Tomatoes that belong in fruit salad – breeding a new tomato that is less juice and more fruit

71)  Trailer for learning 3D animation – montage of Intro to CGI

72)  Trailer for sound design – montage of Intro to Screen Sound

73)  Transparent sticky notes – for tracing textbook diagrams, directed to students

74)  Transportable desk fans – for Australians working a desk job in Summer

75)  Transportable headrest – material headrest that can be deflated for easy transportation

76)  Unique/changeable hoodie strings – add flare and expression with your hoodie strings

77)  Whitening toothpaste – toothpaste that actually whitens your teeth

78)  Why you should listen to Hozier – PSA on the euphoria of any Hozier song

79)  Women’s mental health – Common signs of poor mental health and how

80)  You’re not cool for having an obscure Spotify playlist - PSA

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Great Walks 2017, Anstey Hill Recreation Park, Great Walks, 6 March, viewed 23 March 2023, <https://www.greatwalks.com.au/news/40-things-to-do-in-anstey-hill-recreation-park>.

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Lucas T. Jahn 2017, AUSTRALIA TRAVEL DOCUMENTARY | 35000km 4x4 Road Trip, video, YouTube, 24 December, viewed 23 March 2023, <https://youtu.be/rSgkbvxTk_8>

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AUSTRALIA TRAVEL DOCUMENTARY | 35000km 4x4 Road Trip

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How I will address...

Attention: The ad will start with little noise and a dark scene demonstrating loneliness and isolation, followed by an upbeat montage of the outdoors. Feelings of isolation will be relatable to the audience, enticing them to pay attention, and then maintain attention due to a sudden change of visuals and tone.

Interest: The relatable imagery that introduces the ad will interest the audience as they will be able to see themselves in the same position. Their views against spending time outdoors will then be challenged through the comparison of quality of life indoors vs outdoors.

Desire: The message will be delivered in a humourous way by taking the popular internet phrase 'go outside and touch grass' literally. This will entice the audience to think positively about the message.

Action: The call to action will be the final shot of the video, after an inspiring montage. By the end, the audience's perspective on going outdoors will have changed, and their next step will be to go and experience nature.

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To expand and flesh out my concept, I have run my idea through De Bono's Six Thinking Hats.

Blue Hat: The end goal for this project is to create a video that convinces the target audience (people who spend too much time indoors) to get outside more regularly to improve their physical and mental health. Achieving this will need research into the pros and cons of time outdoors and planning to acquire footage for the video that will be visually appealing.

White Hat: It is common knowledge that spending hours indoors in a dark room is bad for you, but why? The research will need to go beyond a surface level, answering why the audience should listen. I need to find out statistics on time spent indoors, and the benefits of time outdoors to create a compelling argument.

Red Hat: My pre-existing bias is that those who spend long periods online are disconnected from the real world. My feelings are coming from personal experience and I am projecting my own journey of 'disconnecting' onto this project. I feel that spending less time online can positively impact everyone.

Green Hat: The concept is fact-based, growing from academic research. Creativity will be most present when filming and editing the video, and designing the website. I want to have contrasting imagery in my design style to outline the difference between staying indoors and going outside to favour my message.

Yellow Hat: The purpose of the idea is to encourage healthy habits (going outside). This will have a positive effect on audiences as time outdoors can increase dopamine and release endorphins which make people feel better.

Black Hat: The audience will not be easily convinced due to their current lifestyle being the easier option. This perspective may make them cynical of the advertisement and not take it seriously, or be insulted by it. There are also risks involved with going outside, especially with hiking which will be demonstrated in the ad.

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Edward de Bono EdB Edward de Bono /Edward_de_Bono 0 's Six Thinking Hats model encourages people to figuratively put on different thinking hats. The technique can be used by individuals or groups to deliberately encourage them to think in different directions. These are the hats:

Yellow: Focus on the benefits. Takes a positive and optimistic perspective.

Green: Focus on creativity and building on the ideas. Refrain from criticism.

White: Data focus. Analyze trends & look for knowledge gaps.

Red: Focus on intuition, gut reaction, and emotion. How could others react emotionally to the decision?

Black: Focus on negative outcomes and flaws in the plan. Be cautious and defensive. Highlights weak points (in order to eliminate them later), makes thinking more robust.

Blue: Focus on the process. Manages the discussion, defines where to focus.

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The Six Thinking Hats encourage people to approach a challenge from different perspectives | Trickle.app

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's model encourages people to figuratively put on different thinking hats. The technique can be used by individuals or groups to deliberately encourage them to think in different directions. These are the hats: Yellow: Focus on the benefits. Takes a positive and optimistic perspective. Gr

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Avalon Llewellyn, On computer at night, Pinterest, viewed 23 March 2023, <https://www.pinterest.com.au/pin/931682241641532391>.

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Record Your Initial Thoughts or Feelings About the Course or Task

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Record Your Initial Thoughts or Feelings About the Course or Task

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The friendly and reassuring nature of this course's tutor, Grace, has left me feeling confident to tackle the upcoming assignments. I have completed a TAFE course in Screen and Media, as well as dabbled in similar tasks in my personal time, thus I have some experience creating a website. I have created a few creative journals in recent years and will steal ideas from them on how I wish to format this journal and website later on.

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The advertisement opens to a dark, indistinguishable room with the only source of light becoming visible within the first two seconds. The light illuminates the silhouette of the back of a person hunched forward facing the light source. The light comes into focus to faintly display footage of a video game.

It then cuts to a shot of a chat box from an online video game with the text ‘why don’t you go touch some grass?’ The shot hangs on this shot for a beat, totally the scene at roughly seven seconds, then cuts to a shot of the Anstey Hills ranges during the day.

A sequence of shots of people hiking and beautiful scenery plays out for twenty seconds, accompanied by upbeat instrumental music and diegetic sounds from each shot. Shots vary between tracking hikers and panning across scenery at a moderate pace, synchronised with the music.

The final shot lingers on an open field and the call to action appears in the form of large text on the screen stating, ‘go outside and touch some grass,’ complemented by ‘boom’ sound effects for the text appearing.

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This mind map has helped me redefine my audience to specifically troubled/anti-social young adults. Consequently, this has given me a clear outline of what I want to achieve in my advertisement, which is to have the video hook said audience in with a familiar scenario. This scenario will be shown in a negative light, then contrasted with the great outdoors to promote the idea that it is a better place in the form of a montage. This will make the advertisement stand out to the target audience as there are no advertisements (that I could find) encouraging going outside that take this approach.

Through this activity, I found that there will not be sufficient time in a 30-second advertisement to focus on the cyberbullying aspect I explored. I've decided to restrict the ad to encouraging people to get outside and not include informational text/voice over as I think this will loose the target audience's attention.

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My message will be directed to anti-social young adults (18-23) who spend most of their time indoors and/or on electronic devices, even more so to those who use that time in toxic online spaces.

I want to avoid fear-mongering and instead entice the audience to follow through will my message of ‘go outside- touch grass’. Scaring the audience into healthier habits will result in the video not being taken seriously, as my target audience has a tolerance against scare tactics due to their exposure to such ads over the past two decades. Instead, I will focus on what they should start doing, not what to stop, resulting in a positive-toned advertisement.

I plan to do this through attractive imagery promoting the outdoors, such as videos of hiking up at Anstey hill. The initial ‘hook’ of the advertisement will involve relatable scenes like a student hunched over a bright screen in a dark room to capture the target audience. This will be followed by a sequence of videos demonstrating pleasant outdoor experiences accompanied by positive facts about experiencing nature.

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This journal has documented the creative process of designing the advertisement "Go Outside and Touch Grass". The ad targets young adults who are spending the majority of their time indoors on electronic devices and aims to convince the audience to spend more time outdoors exploring South Australia, showing Anstey Hill recreational park as an example.