Digital Media Assignment One by Lillas, Harrison Christopher Maxwell - lilhc001

Initial Thoughts

lilhc001 — 2023-03-01 02:10:52 UTC

I am feeling excited to create/promote something that I am passionate about over the course of the subject. Specifically what that is; I am unsure. But the potential amount of ideas and wanting to pick the right one is slightly nerve-racking. I have created a website before as part of another assignment, as well as creating content of my interests in my personal life as a hobby. I will carry over as much experience as I can from these moments to maximise my assessment result.

80 Ideas

lilhc001 — 2023-03-03 02:36:10 UTC

1. A Car
2. An RC-Car
3. Driving Lessons
4. A Watch/Watch Store
5. A pair of sneakers with a wacky superpower
6. A Time Machine
7. Racing Simulator Lessons/Coaching
8. A Cookbook
9. An 'Everything Drink' Machine
10. My House, as a real estate agent.
11. My Town
12. An Appliance Store
13. My House as a Bar/Restaurant
14. Trees
15. Nature as a whole
16. Water, promoted like an energy drink.
17. Avocados
18. Banana Bread
19. Indoor Plants
20. Walking
21. A Chair Store
22. A Pet Store (Using my pets)
23. Candles that give you superpowers depending on the scent.
24. A TV Remote that can control time and the movement of individual things.
25. Sleep
26. The benefits of not using your phone all the time.
27. Eating healthy
28. Ice Cubes
29. Coffee
30. Plates
31. Roads
32. Lights/Lighting
33. The Colour Red
34. A TV Show of my Life
35. A Dog Toy
36. A Dog
37. Simulator Racing as a whole
38. Windows
39. My local shopping centre
40. Apple Juice
41. Breakfast
42. Lunch
43. Dinner
44. A Barbeque
45. University... Not UniSA in particular, just the concept of going to Uni
46. Driving
47. Listening to Music
48. A dishwasher
49. Doors
50. Why the number 50 is the best number.
51. Why beaches are bad or at the very least overrated - promoting everything you can do but the beach
52. Dirt
53. Endurance Racing
54. The Sun... Yes, literally the Sun.
55. Brushing your teeth/Dental Hygiene
56. Pool (The Table Game)
57. Pens
58. Printers
59. Going to the Gym
60. Local Footy Club
61. The Periodic Table
62. Why Paper Straws Suck (no pun intended)
63. Socks
64. Air Conditioning
65. Procrastinating (promoting its negative consequences as positive things, comedically)
66. Knives and Forks
67. Tongs
68. Nachos!
69. Japanese Food
70. Reading
71. Meditating
72. Sunglasses
73. Reading Glasses
74. Hats
75. Sunscreen
76. White shoes, and how they can be used for any outfit.
77. Drink Bottles
78. Bananas
79. Butter
80. Journalism

Summary of Selected Idea

lilhc001 — 2023-03-08 02:10:11 UTC

Wearing hats! The main message is that UV is damaging even when the Sun isn't directly out, but I will present the idea of using a hat as comedic; that they can be used in a variety of ways other than sun protection, such as self expression, and even as a frisbee!

Target Audience Refinement

lilhc001 — 2023-03-08 02:22:38 UTC

While the message itself is relevant to anybody, the video will be targeted at young Australians, particularly teenagers and young adults (15-25) They will appeal most to the type of humour I plan to use, but also because they are the age demographic where sun safety is of highest importance according to the WHO.

Annotated Bibliography

lilhc001 — 2023-03-21 02:57:36 UTC

Scholarly Sources:

1: Thoonen, K 2019, 'Childhood sun safety at different ages: relations between parental sun protection behavior towards their child and children’s own sun protection behavior', BMC Public Health, vol. 19, no. 1, pp. 1044.

This article provides an insight into the role that parents play in instilling sun-safety habits in their children. It provides statistics on the long-term effects of early-childhood sunburns, as well as some comparative information on sunburn rates between boys and girls. It has prompted me to potentially target my advertisement toward parents, and to ensure the message includes the lifelong issues that can arise from a lack of sun protection.
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2: Kanellis, V.G, Kanellis A.L 2020, 'Knowledge of the meaning and utility of the ultraviolet index as a guide to sun-safe behaviors and attitudes toward hat wearing amongst Australian school students', International Journal of Dermatology, vol. 59, no. 7, pp. 240-242.

This was a useful article, as it confirms the idea that making hats more cosmetically appealing could improve their use as a sun protection measure by children and young adults. The text also provides specific responses from surveys, including what particular visual aspects (such as colour and branding) of a hat could increase its appeal. I could use these aspects to maximise audience engagement in my advertisement.
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3: Anne, J, Sheryl, T, John, G.G 2020, 'Health Beliefs About UV and Skin Cancer Risk Behaviors', Cancer Control, vol. 27, no. 4.

This article reinforces the idea that increasing awareness of UV radiation and its effects, can influence people to take action on sun-safe behaviours; even in cloudy climates. So, instead of simply advising people to stay sun-safe, my advertisement must contain some insightful and impactful information about UV radiation in particular.
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Videos:

1: cancerNSW 2022, '‘Arrows’ Video | Protect Your Skin from UV (45 sec)', video, YouTube, 11 November, viewed 21 March 2023,

The tone this video uses is more confronting than I intend to use, but the angle it takes inn the final statement 'if you could see UV, you would protect your skin', is extremely engaging. It presents how dangerous UV radiation is, while being something that is easily remember.

2: CBAustralia 2023, 'The Australian Government and Cancer Council ‘in-sun safety’ video via Herd MSL' , video, YouTube, 31 January, viewed 21 March 2023,

More in-line with my intentions, this video takes a comedic approach to sun safety. It is a skit of an imaginary 'flight attendant' describing sun safety measures, to a man that is heading to a friends barbeque. It entertainingly lists items like long-sleeved shirts, hats, and pants, while following a relatable narrative to the Australian consumer. This relatability is something I aim to include in my advertisement.

3: Cancer Council 2022, 'When the UV hits 3 or above you need to be SunSmart | Cancer Council', video, YouTube, 20 January, viewed 21 March 2023,

Importantly, this video is 30 seconds long, the time period I must stay within in my advertisement. The structure and tone of this video is informative and friendly. Being an animated production, it likely appeals to younger people, but it is easily relatable to anyone. It also makes a direct connection to UV radiation as the main issue, under the umbrella of sun safety. This concise and easy-to-follow message is something I would like to recreate.

AIDA

lilhc001 — 2023-03-22 02:16:42 UTC

Attention
I intend to hook my audience with relatability. Humour is subjective, but with my target audience refined I can pinpoint comedic, relatable ideas that will appeal to them most effectively.

Interest
In the same was as previously mentioned, my audience will maintain interest as I will include aspects of their lifestyle in the advertisement. I plan to be 'on their team', so to speak, rather than scaring or actively pushing something onto them.

Desire
A major part of my message is self-expression, encouraging wearing a hat as something that can be fun. I plan not to induce F.O.M.O, but be comedic and interesting enough to genuinely inspire young people to try something new.

Action
While it will be predominantly upbeat, I will include actual statistics and facts throughout, and particularly at the end, of the commercial. I have not decided exactly how to do this, but I'd like the ad to come across as self-aware; slightly cheesy, even. It will get the facts across, but entertain too.

de Bono's Hats

lilhc001 — 2023-03-22 02:19:10 UTC

White Hat
We know that UV Radiation is harmful, even in cloudy conditions.

We need to know if encouraging the wearing of hats is an effective way of promoting sun safety, or if there may be another accessory or particular product that is more appealing.

We could answer these questions by looking at surveys targeted at our intended audience. Or, we could observe trends the target audience is generally interested in or attracted to.

Red Hat
The main emotional hook of the advertisement will be humour. It will take an upbeat, happy approach to educating people about sun safety.

However, we must remain aware that UV radiation is a serious topic that has and continues to effect many people worldwide. We must not be insensitive to the emotions of these people and others.

The Black Hat
We must remain critical of our approach to the sun safety topic.

While the comedic angle will likely improve audience engagement, it will spend more time trying to be funny, which means less time genuinely informing the audience of issues. It is a trade-off that we are aware of and actively considering.

We must ensure that the advertisement includes enough information through avenues such as narration and visuals. This is not a comedy skit - but an advertisement on a genuine issue.

The Yellow Hat
When used in the right way, we do not see comedy as ineffective, but as a useful medium for accessible understanding of important aspects of everyday life such as sun safety.

As said previously, comedy should improve the audience engagement as apposed to a confronting video. Importantly, it could get people talking more about the advertisement in a similar way to the 'Dumb Ways to Die' train safety campaign.

The Green Hat
When producing media that spreads a message in an engaging way, creativity is of utmost importance.

A vast majority of creative thinking has already been mapped, and any further creative thinking will be done while recording and even editing the advertisement. Aspects such as dialogue, narration, and camera angles could all change on the day of recording.

This is also an example of divergent thinking, which we are entirely open to despite there being a pre-set outline of the advertisement in the Treatment.

The Blue Hat
So far, we have plotted out the advertisement from 80 potential ideas, all the way through research, and finally to the treatment.

All that is left to do is to go out, record, and edit for the final submission. In doing so, we must always consider that we are here to spread a message. It will be a fun advertisement, but the end goal must be that we promote the use of hats as a sun safety tool.

If we actively consider the main points of each other hat, our advertisement will come out as strong and effective as possible.

Treatment

lilhc001 — 2023-03-24 04:00:47 UTC

To start, the camera will pan upward from a closeup shot of a man walking down a street, starting from his shoes, ending at his face. The man will be wearing a tuxedo or otherwise 'fancy' attire and black sunglasses, carrying a suitcase and maintaining a stern/serious facial expression. After a short hold at his face, the camera will then pan slightly further upward to reveal a ridiculously colourful/absurd hat. (10 second scene)

The camera will then quickly swipe aside to transition to the next scene.

The next scene will start with a group of friends being pulled over, with the first shot being a medium shot of the police car parked behind them with it's lights on. The next shot will be from the perspective of the cop, walking up to the friends and asking "Do you guys know why I've pulled you over today?". The camera will change to a full body shot of the cop standing next to the car, showing that he is wearing an absurd hat like a Sombrero or Fruit-Hat. The friends will start laughing and the cop will act confused. (10-15 second scene)

The final 5 seconds will cut to a white screen, with text and narration saying "As weird as it sounds, UV is always around. Wear a hat today, even if clouds are in the way." (5-10 second scene)

The music will be an upbeat, hip-hop/pop style beat throughout the ad.

Mindmap

lilhc001 — 2023-03-27 03:41:49 UTC

Tone

lilhc001 — 2023-03-29 01:35:38 UTC

The advertisement will be based on the assumption that young people aren't thinking enough about sun safety, rather than actively thinking against it. Since it is effectively a refresher or 'reminder', the tone won't be incredibly informative, but reinforce an often forgotten concept.

I want people to feel encouraged to wear hats, or at the very least consider other sun safe practices more often. I want them to feel as if sun safety doesn't have to be a chore to do before they go outside, and that it can be made into something funny.

The tone will be upbeat to convey the message most effectively. Instilling fear can definitely work for serious topics like road safety (not to say sun safety isn't serious), but being memorable through humour will be more beneficial for this particular message. Again, it is a friendly reminder as apposed to a scare-message.

Typography

lilhc001 — 2023-03-29 02:19:19 UTC

While yes, sun safety is important at any time of year, it is safe to assume that it is most important in the summer. Hence, I want to choose a summer-y, almost tropical font. As silly as this may sound, I've selected two that match this criteria!

For my headers, I have selected 'Pacifico'. It is a fun and flowing font that I found suits short headers as apposed to body text - where it tends to become hard to follow. It has a hand-written, cursive touch to it, which is vibrant and suits the upbeat branding of my message.

For the body, I have selected Kaushan Script. It's hard to describe why, but this is where it relates to 'tropical'. It has a hand written edge to it, but reads like a stereotypically tropical font in the way the letters lean and curve. Its unique, but also pairs nicely with the flowing Pacifico font used in the headers.

Colour Branding

lilhc001 — 2023-03-31 03:24:22 UTC

Above is the colour scheme that I have chosen for my brand. The light blue and off-white provides a nice contrast, but also matches with a blue sky - which matches my idea of sun safety. Using black as an accent makes things look sharper around the edges, and is a strong base colour to have when matched with two brighter ones.