IDM Assignment 1: Creative Journal by Phang, Natalie Zi Yen - phany030

Initial Thoughts & Feelings

phany030 — 2023-03-02 00:10:16 UTC

As a media student, course work that surrounds production and documentation is a subject that I feel comfortable around. Being able to expand my creativity and think outside the box, I personally feel that this upcoming assignment will be of great help to me as I brainstorm different ideas and hopefully discover a creative side of myself that I have never known.

With no restrictions on the assignment subject matter, I am both excited and curious to find out the different ideas that I will be able to come up with for the promotional video. I am also looking forward to learning new things along the way.

80 Possible Ideas for Promotion

phany030 — 2023-03-02 00:11:05 UTC

1. "Be Kinder to Yourself" campaign.
2. A newly opened Thai restaurant.
3. A family owned merchandise business.
4. "Stop the Stigma" mental health campaign.
5. A library cafe.
6. A designing business.
7. A laptop casing.
8. A jewellery business.
9. Frozen dumplings.
10. A flower arrangement class.
11. A pet cafe.
12. A self-care app.
13. An organizing service.
14. A podcast.
15. A photocard trading business.
16. A service where people play the piano as background music to help someone focus while doing work.
17. A reading service for people who prefers to listen than read.
18. A newly started food truck business.
19. A service that helps curate music playlists.
20. "Take A Breath" self-care campaign.
21. A trauma dumpster.
22. A ticketing service.
23. A raincoat for shoes.
24. A virtual travel guide.
25. A hotel to leave plants at when someone goes on a holiday.
26. A pet restaurant that serves food to pets.
27. A stationary business.
28. Water cremation.
29. A "I'll Help You Queue" service.
30. A ring crafting class.
31. A glue for fixing broken shoes.
32. A makeup removal service.
33. An ASMR service for people who can't sleep at night.
34. A personal shopper service.
35. A green campaign.
36. A club for people who doesn't eat breakfast.
37. "Say No to Child Marriage" campaign.
38. An animal extinction awareness campaign.
39. A travel campaign.
40. An emcee service.
41. A feet mask.
42. "Don't Be A Smartphone Zombie" campaign.
43. Launch of new merchandise by a student union.
44. A new sustainable fashion brand.
45. An opening of a new theme park.
46. A mental health awareness campaign among children / adolescence.
47. A new housing property.
48. A run buddy service.
49. An exhibition.
50. A dropshipper service.
51. An eco-friendly and sustainable line of self-care products.
52. A new book.
53. A new music album.
54. A new fusion restaurant.
55. Ambient sound playlists to help people who have trouble with sleeping.
56. A new web browser.
57. A teleportation door.
58. A pair of glasses that scans any reading to be input into the brain.
59. A new alcohol brand.
60. An automatic nail cutter.
61. A new local bakery.
62. A new AI (artificial intelligence) robot.
63. Electric socks.
64. An international personal shopper that travels around the world to fulfill duties.
65. A solar powered mobile phone.
66. A new brand ambassador for a campaign / business.
67. An elastic that never breaks.
68. A new streaming service.
69. A new telecommunication service.
70. A new sports brand.
71. A family owned keychain business.
72. A private transportation rental service.
73. A meal service.
74. A waterproof backpack.
75. A phone customizer service.
76. A mailbox cleaner.
77. A new camera brand.
78. A new snack brand.
79. An emoji creator service for big brands.
80. A food packer service.

Chosen Message

phany030 — 2023-03-08 23:55:59 UTC

A promotional video for a new organisation that highlights the awareness of overcoming burnout.

Target Audience and Rationale

phany030 — 2023-03-08 23:56:11 UTC

Chosen target audience: university students of the age range 19 - 24 in Australia.

I chose to target my message at this specific group of audience members because awareness of burnout and self-care is still not prevalent within their society. Research reports that burnout has occurred in 60.4% of university students. This is especially alarming as burnouts can lead to further health complications if left unaddressed. By promoting this message, I hope that university students can prioritise themselves and take their health and wellbeing into consideration.

Annotated Bibliography: Resources

phany030 — 2023-03-09 00:09:12 UTC

Gitnux 2023, 'The most surprising college burnout statistics and trends in 2023', blog post, Gitnux, 23 March, viewed 30 March 2023, .

This study reports the statistics of burnouts among university students in Australia with alarming results, indicating that more than half of them have experienced burnouts. The results point out that this issue should be addressed seriously before its occurrence takes a toll on students and leaves complications. The resource has helped me better understand the phenomenon of burnout and how I should address it in my video to raise awareness about it.

Chatterjee, R & Tagle, A 2021, 'Burnout isn't just exhaustion. Here's how to deal with it', NPR, 18 March, viewed 30 March 2023, .

This article explains why burnout should be addressed before it turns into serious health complications that include mental disorders, substance abuse, or even suicide. Individuals who are going through burnout are suggested to take control of their workload and be aware of the early signs of it. Likewise, the need to address burnout either at the workplace or in school is crucial in preventing its occurrence. From this resource, I can expand my thinking into providing ways of addressing burnout in the video to further illustrate the importance of my message.

Psychebites 2019, It's time to talk about burnout, Medium, viewed 30 March 2023, .

In this resource, the author explains that burnout is often seen as taboo by society because of the image that follows, depicting that a person who is burnt out is weak or less capable. It is further expanded that burnout is a real medical diagnosis that has been officially classified by the World Health Organisation (WHO) as a disorder that is caused by ongoing stress that has not been controlled. Causes and preventions of burnout were also included in the article. This article has helped me to plan my video to address the stigma that surrounds burnout. It has given me guidance on the main theme of my video.

Mind Map and Summary

phany030 — 2023-03-22 23:34:00 UTC

The mind map that I have created has helped me broaden my perspective on burnout and decide on the direction that I would like to take for my promotional video. Keywords that were associated with the stigmatised view of burnout, such as "weak" or "incompetent", are elements that I would want to focus on in my project, as they can highlight the importance of addressing burnout. Not only that, by expanding the ways to cope with burnout, this has enabled me to narrow my call to action that will be included in the promotional video.

de Bono's 6 Thinking Hats Analysis

phany030 — 2023-03-22 23:54:38 UTC

Situation: how to highlight the awareness of overcoming burnout without it being seen as a stigma in society?

🔵 Blue Hat

1. What is the problem that needs to be addressed?
2. Why does the problem need to be addressed?
3. How can the problem be addressed efficiently?
4. What is the objective of addressing the problem?
5. What are the benefits of addressing the problem?
6. How wide of a scope will the problem be addressed?
7. What research has to be done?
8. How will the addressed problem be executed to achieve its objective?

Burnout has to be recognised and overcome without stigma, as it can lead to serious consequences if not addressed. A 30-second promotional video would be used to promote the topic of overcoming burnout. The aim of this promotional video is to remove the stigma surrounding burnout and urge the target audience to be kinder to themselves and not be embarrassed about it. By doing so, the target audience would be able to take care of their health and wellbeing. In the long run, a rise in better lifestyle habits or improved academic performance can be seen. The message in the promotional video focus on urging the target audience to acknowledge burnout and recognise that it can be stopped through self-care.

⚪ White Hat

1. What information / statistics about burnout should be gathered?
2. What does the target audience have to know about burnout?
3. How will the information be gathered?
4. What other information could be included?

A mind map has been drafted as guidance for the promotional video. Information such as the types of burnout, the causes of burnout, the symptoms of burnout, and ways to cope with burnout have been gathered through online research. Through this promotional video, the target audience should grasp the message that burnout is not something abnormal and that it should be addressed. Other relevant information, such as therapy or counselling sessions, could have been included as well.

🟢 Green Hat

1. What is the creative process of disseminating the message?
2. What are other alternatives / possibilities of promoting the message?
3. What will be the colour scheme of the video?
4. How are camera angles utilised in the video?
5. What audio / music will be used in the video?
6. What is the call to action of the video?

The message of addressing and overcoming burnout will be sent out to the target audience via a 30-second promotional video. Other creative alternatives to promoting the message can be through public service announcements (PSAs) or posters. The colour scheme of the video would focus on pink and green tones with a call to action that urges the target audience to be kinder to themselves. The use of camera angles and audio would be used to emphasise the message.

🟡 Yellow Hat

1. What benefits will the target audience have after watching the video?
2. What are the positive outcomes of the video?
3. Why is this idea useful towards its target audience?

The target audience will be able to achieve a better work-life balance upon understanding the promoted message. As important as knowledge is, an individual's health is equally important too. By understanding and accepting the message of the video, there will be positive outcomes that include a better lifestyle, improved academic performance, and good mental health. The idea of this promotional project is useful for the target audience as it helps to promote the importance of taking care of our health and wellbeing.

🔴 Red Hat

1. What emotions are tied to the topic?
2. How do you want the target audience to feel after watching the video?

As the promotional video focuses on the stigmatised views of burnout and the need to address it, emotions such as fear (of being seen weak / incompetent by others), distress (from being exhausted, drained, or overworked), embarrassment (not wanting to conform to burnout), or sadness (effect of long-term burnout) are tied to the topic. Upon addressing the topic, I wish for the target audience to not feel embarrassed (for taking breaks and saying "no" to others) or scared (from being seen as weak) about addressing burnout. I wish for them to be able to voice out their needs as human beings and be proud of themselves for taking care of their health and wellbeing.

⚫ Black Hat

1. Which aspects of the video should be presented in a more careful way to not cause triggering effects?
2. What information / data should be paid attention to so that it does not spread misinformation?
3. Is it difficult to shoot the video?
4. Is taking a video approach to promote the message efficient enough?

There are several factors that need to be considered for this promotional project, as it touches on a sensitive topic. Steps such as being cautious and wary of the usage of certain words or information should be taken to not cause negative implications on the target audience after they watch the video.

AIDA Process

phany030 — 2023-03-23 00:11:15 UTC

Attention

I intend to grab the attention of my target audience by portraying a situation that is relatable to them. As the message is targeted towards university students to address and overcome burnout, a scene that shows a student going through burnout and not realising it will be included in the video. University students often go through scenarios like this too in real life due to the heavy academic workload; hence, I think that this will be an appropriate approach to take to catch the attention of my target audience.

Interest

I am planning to pique the interest of my target audience by showcasing the complications of burnout. Once their attention is captured, a continuous scene showing how burnout can affect an individual will be able to pique their interest and prompt them to start thinking about self-care to overcome burnout.

Desire

After showing how burnout can affect an individual, the desire to take care of their health and wellbeing will be present in the target audience. People are more conscious about their health and wellbeing in society now, and by portraying the message this way, university students would know that burnout should not be ignored.

Action

The call to action for this promotional project is for university students to start recognising burnout and look for ways to cope with it. As themes of stigma are also mentioned, the target audience should feel reassured that burnout is not abnormal and that there is no need to feel embarrassed or scared to admit that they are burnt out. By promoting the message this way, the target audience would hopefully understand the importance of recognising and overcoming burnout.

Treatment

phany030 — 2023-03-23 00:24:12 UTC

The promotional video focuses on showing the signs and complications of burnout and highlights the importance of recognising and overcoming it.

The film starts off by showing a university student struggling to focus on completing their work as he/she writes down more deadlines to catch up on. The scene will be accompanied by the sound of typing and writing on paper. As the university student is jotting down more deadlines, he/she receives a call from his/her work supervisor about missing work. Apologising for it, he/she puts down the phone before seeing his/her friend walk past, asking if he/she is okay or not after seeing his/her tired expression. The friend asks him/her to take a break.

Clearly annoyed and burned out, the university student erupts into a fit while the friend walks away quietly. A headache comes after for the university student as he/she realises what he/she did and sinks back into the seat in regret.

The first section of the video is then rewinded to the start of the scene again, where the university student can be seen typing on his/her laptop before checking the time. Upon noticing the time, he/she starts packing up before the same friend comes. The two of them walk away while chatting about their days.

The video then comes to an end with a slogan that emphasises being kind to ourselves and that we can rewind burnout too, along with the logo of the organisation.

Annotated Bibliography: Inspiration Videos

phany030 — 2023-03-30 08:19:47 UTC

El Juan Films 2021, "Stress" | A cinematic short film | Nikon D3300, video, YouTube, 22 April, viewed 30 March 2023, .

This short film depicts themes of stress and how stress can affect an individual mentally if it is not addressed. I am inspired by the storytelling aspect of this video and wish to create something similar in terms of the use of characters with minimal dialogue to showcase the importance of addressing burnout.

Seb Cox Films 2017, "Mental health transparency - Award winning short film", video, YouTube, 7 May, viewed 30 March 2023, .

This award-winning short film takes a simplistic approach to showcase how different individuals are fighting their own battles by replacing a person's head with a doodle. The minimalistic style and colour palette of the video have inspired me to create something similar visually for my video.

Nani, N 2021, "PSA - Burnout", video, YouTube, 27 May, viewed 30 March 2023, .

This public service announcement (PSA) video highlights the consequences of burnout and how it is being solved. The message delivered is something similar to the message that I want to give out to my target audience: burnout should not be seen as a stigma and should be seen as an issue of awareness.

Tone

phany030 — 2023-04-01 15:00:32 UTC

The target audience may not be able to recognise signs of burnout prior to watching the video. They may feel that addressing burnout is weak, or they may just feel stressed. Certain parts of the target audience may also feel that stress is a response that everyone has daily.

After watching the video, I want my target audience to feel reassured and not embarrassed or scared to address burnout. My target audience should feel the need to start recognising burnout if it is a situation that they or someone that they know is going through. They should feel reassured that addressing burnout is not seen as weak but more about taking better care of themselves.

The tone conveyed to the target audience should be serious yet also reassuring. As it is important for burnout to be recognised and overcome before it gets worse, the message should also reassure and encourage the audience members.

Green and blue are a few of the colours that can represent harmony and peace. As I want my target audience to feel reassured enough to address the issue and be kinder to themselves, green and blue are appropriate colours that can be tied to the promotional video.

Looking at typography, serif or cursive font types would be suitable for this video as they help convey a serious yet reassuring tone to the audience members.

Fonts / Typography

phany030 — 2023-04-01 15:00:43 UTC

Heading

1. MADE Gentle
2. Ranille
3. Rossanova Bold

I chose bold fonts to be used in the heading as they create emphasis, importance and seriousness to convey a message to the target audience.

Body
1. Sharpe Light
2. Anko

Lighter fonts are chosen for the body as the aim of this promotional message is to reassure and encourage the target audience.

Colour Palette

phany030 — 2023-04-01 15:00:50 UTC

I chose a blue, green, and pink colour palette to go with my promotional video, as these three colours represent the themes of serenity, health, and self-love.

Blue is a calming colour that represents balance, which goes well with the subtle theme of promoting work-life balance. It also represents peace and serenity, and communicates importance, which highlights the main aim of this promotional video.

The colour green is associated with health, linking the colour to the theme of taking care of our health and wellbeing in this video. It also represents balance and relaxation. Research also explains that green represents love for others. I plan to include green in my organisation's logo, which aims to highlight the purpose of mental health care.

Contrastingly, pink is a colour that represents self-love. As the promotional message focuses on urging university students to address and overcome burnout, it matches the theme of the whole promotional project. It will be included in the organisation's logo as well.