Presentation boards for the health brief, with the finalized poster designs and posters fitted in context. I think the posters came out quite well. If I were to improve my designs, I would have tried digging up more old/ childhood photographs of people doing exercises. I think having a wider range of photographs and illustrating different kinds of exercises would have given the posters a broader range and more variety. 

health brief evaluation

I chose young children of aged 6-12 as my target group for the health brief. I decided on this target group because there has been increasing numbers and cases of child obesity around the world. And it applies to children of UK as well. 

I was struggling to come up with an idea to promote making exercise a healthy habit to children. At the beginning, I thought of using childrens’ drawings and handwriting as an approach in tackling this brief.

I then moved on and came up with the idea of using Olympic athletes as childrens’ role models and hence motivate them to exercise and become like the medalists. George’s tutorial was really helpful and helped me see which direction I should be going. He suggested that in order to persuade parents I’d have to show what’s good in it for them to have their children to exercise. 

My ideas failed to carry the message across to the target audience effectively. After listening to George and looking at advertising strategies online, I had some new inspiration. I came across tips on how to spark ideas for advertising while researching campaign strategies. It was really helpful. It’s sth as simple as listing out the features/selling points of your aim, ie. how parents can benefit from having their children to do exercise. 

I came up with a few other ideas after doing the. I thought of having exercise as childrens’ daily ‘vitamins’, replacing the job of taking vitamins or supplements to become healthier and stronger. I also thought of using childrens’ imaginative nature as a different approach. 

Eventually arriving at the idea I used for my final designs – using family/memories as an approach. What’s beneficial to parents to exercise with their kids is that you create good memories. You have fun and of course, become healthier. 

It was a difficult journey to finally arrive at an effective design. I struggled quite a bit and I’m glad I had help and some really helpful advice from the group tutorials to direct me. I think it’s important to keep in mind what message you want to carry across to your target audience. The tricky bit is to strike a balance between the design and the consumers’ mindset ’cause it would be still be an ineffective advertising campaign if the final product fails to achieve either side. It was a great experience overall. 

I wasn’t sure what typeface to use for my tagline and copy. I thought Bradley Hands wasn’t strong enough to make the text stand out and considered using Dakota. I wanted to use a script typeface so that it gives a feeling that the text is handwritten. 

After hearing some comments from David, I changed the typeface of the tagline to Futura but kept the captions in Dakota. It made the tagline bolder and stands out more. Yet the captions still had the handwritten impression in it. 

common advertising campaign strategies: 

  • emotional appeals 

Advertising campaigns that successfully play on the emotions of customers can have a positive impact on your company’s bottom line. If you are targeting parents, for example, you might focus on the bond between a mother and a child or the feeling that time is moving too fast. Although emotional advertising can be difficult to execute well, a strong campaign can tug at the heartstrings of your audience and prompt them to purchase your goods.

  • ideal lifestyle

To make a person want to buy a product, you can use people and activities that represent your target audience’s ideal lifestyle. Upon watching, hearing, or reading your advertisement, potential customers must be left with the sense that people who are using your products or services have the kind of jobs, family, and income they want. This creates a desire in the minds of your customers, as part of them believes that if they purchase your company’s product, they will be one step closer to their dreams.

  • celebrities 
  • feel-good

“Feel-good” advertising campaigns are designed to create positive associations with your company. When executed well, they can help your business build a friendly, funny, or charitable reputation, which can make customers want to purchase your products or services. To carry out a feel-good campaign, you can use humor, be transparent about your processes, or focus on the ways that your company serves humanity or the environment. When a customer has a positive perception of your company, he is likely to transfer that feeling to your products.

i think among the 4 main categories, celebrities may not be applicable in this health promotion campaign. 

some drafts of backgrounds I’m planning to use for the health advertisement brief. I put the logo of the Department of Health to help with the layout of the posters and briefly visualize the designs of them.

Girls on the Run is a girl version of ‘Let Me Run’. It is a programme targeted at encouraging girls to run and exercise.  They aim to help girls boost their confidence and realize their abilities. I like how they target different activities at girls in different age groups. Hence personalizing and tailoring activities to accommodate the needs of girls in different stages of growing up. 

Let Me Run is a programme that aims to inspire boys to lead an active and healthy lifestyle through running. 
I think it’s quite an interesting approach in encouraging boys to do exercise, it also helps develop their mentality and other skills, such as determination and perseverance.