Planning - Name of Organisation

I have decided to call the campaign that the advert is about Save A Child. The reason that i chose this was because it is very clear and to the point so the audience know what the organisation is about. By following the codes and conventions of domestic violence and child abuse adverts, i think it is necessary to incorporate a funding in which the the audience can give a donation to the company so i will have this at the end of the advert in text on a black screen with a voice over reading the text. I could put this on the same screen that the logo is shown in the advert.

Audience Research

Taken from :

http://www.nspcc.org.uk/Inform/research/statistics/prevalence_and_incidence_of_child_abuse_and_neglect_wda48740.html

•  Three-quarters (72%) of sexually abused children did not tell anyone about the abuse at the time. 27% told someone later. Around a third (31%) still had not told anyone about their experience(s) by early adulthood.
• In 2009/10, police in England and Wales recorded more than 23,000 sex offences against children.
• In 2010/11, ChildLine counsellors dealt with nearly 670,000 contacts from children about various problems including, bullying, sex abuse, violence and mental health issues.
• On average, every week in England and Wales at least one child is killed at the hands of another person.
• Children under one are the age group most at-risk of being killed at the hands of another person.
  
• In 2010/11, over 16,000 allegations of children suffering abuse were passed from the NSPCC Helpline to police or social services.
  
  
  Taken from :
  http://www.nspcc.org.uk/news-and-views/media-centre/key-information-for-journalists/facts-and-figures/Facts-and-figures_wda73664.html
  
  
  

  March 2011

  • Approximately 46,700 children in the UK are known to be at risk of abuse right now.
  • One in four young adults (25.3%) were severely maltreated during childhood.

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  We do not know exactly how many children in the UK have been abused.
  
  
  The UK does not publish statistics on the number of substantiated child abuse cases recorded every year (this would be the incidence of child abuse).
  

  Official statistics

  The number of children on child protection registers or the subject of child protection plans tell us how many children are known to be at risk of abuse right now.
  
  
  This is not the same as knowing how many children have been abused.
  
  
  Research indicates that abuse and neglect are both under-reported and under-recorded.
  
  

  • Approximately 46,700 children in the UK are known to be at risk of abuse right now¹.
  • Latest available figures show that there were 46,705 children on child protection registers or the subject of child protection plans in the UK as at 31 March 2010:
    
    
    England: 39,100
    Northern Ireland: 2,357
    Scotland: 2,518
    Wales: 2,730
    
    
    
    

Planning - changing advert from domestic violence to child abuse

I made a decision to change from making a domestic violence advert to a child abuse advert. The reason why i chose to focus on a domestic violence/teenage relationship issues advert was because i thought i could relate to the issues being raised as i am within the same age group that they are meant to be targeted at. Also because i thought i could use my friends as the actors in my advert making it easy to film. The reason why i chose to change to making a child abuse advert instead of a domestic violence advert was because there were too many issues to focus on to base my advert on. By creating a child abuse advert the issues are fairly common - e.g. sexual abuse, physical violence etc. Also, the storyline of my advert that i have thought of would be easy to film as i have found a location that is perfect for it. 
I have decided to base my advert on physical and emotional abuse from parents being inflicted onto children. My advert will show the effects child abuse has on children and how they need help.
The actors being used in my advert are going to include my little cousin to play the role of the main character in my advert as well as someone to play the parent, however they will not be shown on screen they will only be heard in the background.

Ideas Continued

I have seen an advert on domestic violence from the USA and like the simplicity of the ad however it also has a powerful message. I am thinking to use the idea of simplicity in my advert however it will be hard to create an image that is powerful enough to portray the intended message. Most child abuse and domestic violence adverts that i have seen present facts through either using a voice over or in text on the screen and at the end show the call line number and company name and usually asking for a small donation. These are the conventions in most ads therefore i feel it is necessary to incorporate this into my advert.

Researching Adverts Continued

Another advert that i have seen and like is an advert by students who have created their own NSPCC advert for their media coursework and it features an animation made from a child's illustrations in a book being flicked over the pages therefore creating an animation. It shows images of a child being abused and how his dad hits him when he is drunk. I like the idea because it is different to all the other chid abuse adverts and could be an idea that i can use and adapt for my advert that i am going to create. The props used in the advert are crayons and a colouring book on a table to show that it is form a childs point of view.

Advert to Duplicate

To help me in my preparation in filming my own advert, my teacher gave me an idea to copy an existing advert before filming my own advert. This will help me understand the filming process and give a rough idea on the outline of my own advert and how long it will take to make. It will also help me in creating ideas to put into my final production.
An advert that i like and could copy is by Childline.
The ad follows a girl on her way home from school who races to her bedroom to call ChildLine, only to find there's no answer. The overall message of the ad is that ChildLine can only answer half of the calls they receive everyday.

Ideas

The main ideas that i have thought of to base my advert on are :
- child abuse; examples that can be used are the NSPCC and ChildLine
- domestic violence in relationships; an example of a campaign is Woman's Aid


The reason that i have chose to use either child abuse or domestic violence is that they can both be linked into my campaign of abuse.
One of the adverts that i have seen and like is the 'Children See, Children Do' advert made by the Child Friendly foundation due to the fact that i like eh message that is being put across in the advert; it is a very powerful message and sticks in the viewers minds.