Evaluation

Evaluation

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Sponsorship Sequence 2

Final Avert 2

Sponsorship Sequence 1

Final Advert 1

Radio advert

Radio advert

Music/Sound

i like the song you are not alone by Micael Jackson as i think it fits in well with the theme and genre i am presenting. The tone of the song is quite sad and it has a tempo which follows the conventions of child abuse adverts. I would need to find a copy of the song which is uncopyrighted.

Editing

I've been having problems trying to upload my footage onto a mac and went to go and seek advice from my teacher. He told me that it did not work as the mac that i had originally borrowed was an older one and didnt have the newer version of Premier Pro on it which meant that my videos wouldnt upload. I tried uploading my footage onto another mac which is newer and my footage has been successfully uploaded allowing me to start editing my footage and bring my adverts together.

Music

I have been researching pieces of music to use in my adverts and have found a few songs which I feel fit in with the tone and relay the intended message I am trying to portray with my adverts. I found it quite hard to pick the pieces of music that i thought went well with my adverts as there was a wide range of music to chose from which made it hard for me to narrow down my search.

Filming Session

I was able to get the filming of my advert completed in the half term. Due to the fact that it was raining throughout the week i wasn't able to film the shot of the schoolgirl walking up her road. However this worked out for the better as after gathering all of my clips i realised that my advert would have ended up being over a minute in length if i was to include my outside shots.

Music/Sound

I am still deciding whether I am going to include background music in my advert. The reason being that my advert will include diegetic and non-diegetic sounds and if i choose to include background music, i don't want the sounds to be unheard as they are very important in the advert.

Through the research that i conducted of child abuse adverts i found that the music used is usually slow paced and reflect the emotions of the characters in the advert. One advert that i think presents this well is :
http://m.youtube.com/index?desktop_uri=%2F&gl=GB#/watch?v=iYogGlS_aw4
This advert by the NSPCC features the background song of Maxwell - This Woman's Work fits in well with the advert as it is a slow paces song that is heartfelt. If they had chosen to use an upbeat song it wouldn't fit in with the tone of the advert which is serious and its purpose is to provoke an sympathetic reaction from the audience.

Sponsorship Sequence

One of my ancillary tasks is to create a sponsorship sequence that would appear after my advert. I have to create two sponsorship sequences that would be 15 seconds in length. The way in which I plan to do this is by filming two shortened versions of my actual advert. They will portray the same message that my actual advert is sending so there is continuity created making the message aware to the audience the same throughout.

Sponsorship sequences are used as a form of advertising to sponsor a programme. Child abuse sponsorships would be good to use as child abuse is an important issue and needs to be made aware to audiences. Sponsorship sequences are used everyday and are a good way of getting your product/campaign made aware of. They are especially good if they are used before/after popular TV programmes that are on prime time TV. The main focus of a sponsorship sequence is to establish the brand name and logo to make it clear to the audience who you are and what you stand for.

I have two ideas that I wish to develop:

One idea that I have for my sponsorship sequence is to create a shorter version of my actual advert. This will be hard to accomplish due to the fact that my main advert has a lot of detail that would be hard to compress into a shorter amount of time. I will have to decide which scenes to take out that would not be needed being not of that much importance and which ones are the most important and present the intended message I want to portray. I like this idea as it is more challenging therefore making me work harder and push myself to the best of my ability. 

Another idea that I have is to use the last scene of my advert which is of the small girl in her room looking for the SaveAChild help-line number while her abuser is coming up the stairs to her room. You will be able to hear the footsteps of her abuser walking up the stairs through non-diegetic sound. The reason that I thought of this idea is because I feel this is one of the most important scenes in my advert due to the fact that it shows the small girl when she is most vulnerable to child abuse and trying to seek for help. It is also a short scene and I am deciding whether to use a voice over to offer more information to the viewers or to just use facts in text boxes within the sponsorship sequence. I will have to play around with voice overs and text to see which is more appropriate. 

Web Pop Up Research

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The reason as to why i have chosen to do a web pop up is due to the fact that i think that a radio advert isnt really appropriate for child abuse. I started off with the idea to create a radio advert but when i came to planning it i found it rather hard to think of set sequence of what to include in it and how to link it to my adverts. Therefore i thought that a web pop up would be better to do as it would show the logo and make the campaign clear.

Barnardo's Research

Taken from Wikipedia:

Barnardo's is a British charity founded by Thomas John Barnardo in 1866, to care for vulnerable children and young people. As of 2010, it spends over £190 million each year on more than 400 local services aimed at helping these same groups. Barnardo's is based in Barkingside in the London Borough of Redbridge in east London.

ORIGIN
The charity's founder Thomas Barnardo opened a school in the East End of London to care for and educate children of the area left orphaned and destitute by the recent cholera outbreak. A little street child, called Jim Jarvis, attended one of his classes after hearing of it from another child and asked for help. The little boy eventually led him to a hiding place of hundreds of boys on a rooftop in Whitechapel as their only other alternative was to go to a workhouse. In 1870 he founded a boys' orphanage at 18 Stepney Causeway and later opened a girls' home. By the time of his death in 1905, Barnardo's institutions cared for over 8,500 children in 96 locations. His work was carried on by his many supporters under the name Dr Barnardo's Homes. Following societal changes in the mid 20th century, the charity changed its focus from the direct care of children to fostering and adoption, renaming itself Dr Barnardo's. Following the closure of its last traditional orphanage in 1989 it took the still simpler name of Barnardo's. The official mascot of Barnardo is a bear called Barney. H.M. Queen Elizabeth II is the current patron of Barnardo's. Its Chief Executive is Anne Marie Carrie.

BARNARDO'S WORK TODAY

Today Barnardo's provides a comprehensive range of local support, counselling, fostering, adoption and training services for more than 100,000 children, young people and their families. The charity works to transform the lives of vulnerable children and young people, and aims to enable them to fulfil their potential. In recent years Barnardo's has accompanied its service delivery work with some robust campaigning on child poverty, Sarah's Law, asylum-seeking children, children in care, young carers and, most recently, youth justice. In terms of charitable expenditure, Barnardo's is now the UK's biggest children's charity.

Barnardo's raises money for its work with children and young people through its chain of high-street and local retail shops. As well as regular second hand stores across the UK, Barnardo's also has a network of shops dedicated to selling vintage clothing, books, shoes and furniture, as well as boutiques, bridal wear shops and dress agencies, not to mention GIK (gifts in kind) stores which sell new clothing and goods that have been donated to Barnardo's from manufacturers and retailers. Barnardo's also have an online shop on their main website which details new goods such as gifts and greeting cards.

Barnardo's have their own song, which was sung by children from Dedham C of E Primary School at the Royal Albert Hall to raise money for the charity. Some Barnardo's shops play pre-recorded programmes of "Barnardo's Radio" featuring a mix of easy listening music interspersed with short appeal campaign appeals.

The charity's current tagline is "Believe in children".

Childline Research

Taken from Wikipedia:

ChildLine is a free 24 hour counselling service for children and young people up to 18 in the UK provided by the NSPCC. ChildLine deals with any issue which causes distress or concern, common issues dealt with include child abuse, bullying, parental separation or divorce, pregnancy and substance misuse.

CONFIDENTIALITY

ChildLine's intention is to always keep calls confidential. ChildLine counselors only take action if the situation is very serious or life threatening. Counselors do not record calls but write down case notes of calls and sometimes counseling supervisors may also listen in to calls to make sure that they can help the best they can.

HISTORY

In 1986 Esther Rantzen, presenter of That's Life!, a popular consumer TV show, suggested to the BBC that they create "Childwatch", a programme about child abuse, the aim being to try to detect children at risk before their lives were in danger. Viewers were asked if they would take part in the survey in an edition of That's Life!, A helpline was opened after the programme so that any child currently suffering abuse could call for help. Rantzen, together with her BBC producers Sarah Caplin and Ritchie Cogan, therefore suggested they should create a helpline specifically for children in danger or distress, to be open throughout the year, 24/7, and launch it on the programme. The project was made possible by a benefactor Ian Skipper who underwrote the charity for the first three years.

ChildLine joined the NSPCC in February 2006, and extra resources were pledged in an attempt to ensure that no child's call goes unanswered.

UK OPERATIONS

ChildLine has 12 counselling centres around the UK, staffed largely by volunteers. The bases are located in Glasgow and Aberdeen (where the service is provided by the Scottish children's charity Children 1st), Manchester, Liverpool, Prestatyn, Birmingham, Nottingham, London, Belfast and Foyle, supported by the online only centres at Leeds and Cardiff. A restructure in 2011 saw the closure of the ChildLine bases in Exeter and Edinburgh, with Swansea relocating to Cardiff. As many as 4,500 children phone ChildLine every day, though only 2,500 of these callers can be answered. Since the merger with the NSPCC the service has expanded, and depends on public generosity to pay for the children's phone calls.

Unlike most other freephone helplines, Childline offers confidentiality to children unless their lives are in immediate danger. This is seen as one of the greatest strengths of the service, as it allows children to discuss their problems "safely" in the knowledge that no intervention will take place without their consent. The tragedy of child abuse is that the majority of children suffer in silence because they have been told that if they seek help they will not be believed, or they are threatened into silence, or they fear that intervention will inevitably shatter such happiness as they have, for example, break up the family. Children who ring ChildLine to disclose abuse are often encouraged to seek help from "trusted adults", the aim being to protect the child from harm causing as little ancillary damage as possible. ChildLine's counsellors are trained to use role play and empathy to build children's confidence. ChildLine offers its own training programme for volunteers who come from widely varied backgrounds, but must be over 16. Many counsellors have worked for years for the charity.

Calls to ChildLine do not appear on phone bills. Despite most mobile phone operators charging for freephone 0800 calls, calls to ChildLine's number are not charged by any UK mobile network. Calls are free, can be made at any time, day or night and children can ring about any problem, if a problem is important to children and young people, it is important to ChildLine.

ChildLine raise funds through several channels, including direct donations through the NSPCC, partnerships, events such as The X Factor ChildLine Ball and through third-party fundraising organisations such as Justgiving.

TELEPHONE NUMBER

The freephone number, 0800 1111 was one of the first 0800 numbers to be issued in the United Kingdom. Early allocated numbers were 10 digit, including the code. ChildLine's number is thought to be the only 8 digit 0800 number to be allocated.

NSPCC Research

Taken from Wikipedia:

The National Society for the Prevention of Cruelty to Children (NSPCC) is a charity campaigning and working in child protection in England, Wales, Northern Ireland and the Channel Islands.

HISTORY

On a trip to New York in 1881, Liverpool businessman Thomas Agnew (1834–1924) visited the New York Society for the Prevention of Cruelty to Children. He was so impressed by the charity, that he returned to England determined to provide similar help for the children of Liverpool. In 1883 he set up the Liverpool Society for the Prevention of Cruelty to Children (LSPCC). Other towns and cities began to follow Liverpool’s example, leading in 1884 to the founding of the London Society for the Prevention of Cruelty to Children (London SPCC) by Lord Shaftesbury, Reverend Edward Rudolf and Reverend Benjamin Waugh. After five years of campaigning by the London SPCC, Parliament passed the first ever UK law to protect children from abuse and neglect in 1889. The London SPCC was renamed the National Society for the Prevention of Cruelty to Animals and Children in 1889, because by then it had branches across Great Britain and Ireland.

An appeal for funds made in 1931

The NSPCC was granted its Royal Charter in 1895, when Queen Victoria became its first Royal Patron. It did not change its title to "Royal Society for the Prevention of Cruelty to Children" or similar, as the name NSPCC was already well established, and to avoid confusion with the Royal Society for the Prevention of Cruelty to Animals (RSPCA), which had already existed for more than fifty years. Today, the NSPCC works in England, Wales, Northern Ireland, and the Channel Islands. Children 1st – formerly the Royal Scottish Society for the Prevention of Cruelty to Children – is the NSPCC's equivalent in Scotland. The NSPCC's organisation in the Republic of Ireland was taken up by the Irish Society for the Prevention of Cruelty to Children (ISPCC), founded in 1956 as a replacement for the NSPCC.

The NSPCC is the only UK charity which has been granted statutory powers under the Children Act 1989, allowing it to apply for care and supervision orders for children at risk.

ACTIVITIES

The NSPCC lobbies the government on issues relating to child welfare, and creates campaigns for the general public, with the intention of raising awareness of child protection issues. It also operates both the NSPCC Helpline, offering support to anyone concerned about a child, and ChildLine offering support to children themselves. Childline became a part of the NSPCC in 2006. In addition to the telephone helplines, NSPCC runs a similar online service called there4me.com.

The charity also runs local services. These offer general family support, as well as more specific services such as working with families with alcohol problems.

In 2009, as part of its new organisational strategy, the NSPCC launched its Child Protection Consultancy service. This provides training, consultancy and learning resources to organisations that have contact with children, ranging from schools to sporting bodies. Through the work of its Child Protection Consultancy, the NSPCC aims to make organisations safer for children and thereby prevent cruelty to children.

As well as its main web site, the NSPCC provides a specialist web site for professionals called NSPCC inform.

CAMPAIGNING AND CONTROVERSY 

The NSPCC's campaigning role has often been controversial. The Guardian reported New Philanthropy Capital recently concluded that its campaigning is "flawed and naïve" and that there is "zero evidence" that £250m the NSPCC has spent on its recent "Full Stop" campaign actually benefited any children. The NSPCC also received complaints, amongst other things, for "cold" mailing young mothers with a "babies' names" booklet containing instead a detailed list of the deaths of babies.

In recent years, the charity has faced criticism for its stance on contact visits to children following parents' separation. The NSPCC has consistently opposed an automatic right of contact for both parents, arguing that this is not necessarily in the best interests of the child. This stance has led to criticism both in Parliament and by the fathers' rights group Fathers4Justice. In 2004, the London headquarters of NSPCC were briefly invaded and occupied by Fathers4Justice supporters, claiming that the NSPCC "ignores the plight of 100 children a day who lose contact with their fathers" and that they promote a "portrayal of men as violent abusers."

The NSPCC also faced criticism for failing (along with other organisations) to do enough to help Victoria Climbié and prevent her death, and also for misleading the inquiry into her death.

The organisation has also faced criticism for its allegedly increasing obsession with publicity and advertising, for fear mongering and supposedly fabricating or exaggerating facts and figures in its research. In an article on Spiked, Frank Furedi professor of sociology at the University of Kent, branded it a "lobby group devoted to publicising its peculiar brand of anti-parent propaganda and promoting itself."

David Hinchliffe, Labour MP, supported expenditure on campaigning, stating that the NSPCC's role should be about raising awareness, whilst Conservative MP Gerald Howarth described it as "completely incompetent" although he cited the charity's support for reducing the homosexual age of consent to 16 as the reason for him withdrawing his support for the Full Stop campaign.

The NSPCC also helps to fund, and is aided with funds raised by, the national will-making scheme Will aid, in which participating solicitors waive their usual fee to write a basic will and in exchange invite the client to donate to charity.