This was a very interesting product because it wasn't a PSB as such but it had elements of it. It was designed by 'The British Heart Foundation. The angina monologues was an event that was created to raise awareness of heart disease in women rather than men and it went about it in a totally different way to a usual PSB. The event was a show held in 'The Theatre Royal Haymarket'; and guested many famous women celebrities as well as paying members of the public. The event was presented by Victoria Wood who is a well respected female comic, she was joined by other famous comedians such as Jo Brand, Katie Brand, Jessica Hynes and Julia Davis.
The comics all played their part in raising awareness for heart disease in women, however they did this in a very unusual way. To raise awareness they used their ability to use their comic skill to get people to listen and more importantly consider their own heart whilst enjoying a night out. I think this would work very well on many women because they can take on board the information whilst enjoying the evening; I believe the information is more likely to be absorbed if you're enjoying yourself at the time the information is given. This format would have made the women fell very comfortable as it was a 'girls night out'; although there was men in the audience too, however there were no male comics at the event.
I'm not sure that this format would have been as effective on men as it would be women. I think this because the majority of men would have a great time at the event and laugh at the jokes and have an all round good time; however, in my opinion I don't think that many men would take on board the statistic and information to get them to consider themselves as at risk, in the same way I think women would. It may work for some men yes, but on a wide scale broadcast I don't think it would as effective as a method such as shock tactics.
I analysed this particular product because I felt it was necessary to consider both parties at risk and that is both male and female; both genders are at risk from heart disease and I felt that it was important to acknowledge this a multi-gender issue. I also learnt some very interesting statistics that allowed me to consider women as a large at risk group and that it's not just men that suffer from heart disease.
However, I have decided to remain focused on men as my primary audience in the PSB broadcast and my main reason for this is that I feel that many men won't address the situation and recognise symptoms in themselves the way many women would be able to do. It is also more prevalent in men that in women, though only just.
The event aired on christmas day on sky 1:
http://www.anginamonologues.co.uk/watch.html
Saturday, 29 January 2011
Wednesday, 26 January 2011
Reflection on Pre-production
Research
I feel the research aspect has gone well; I managed to collect both primary and secondary data to create an in depth look at heart disease and in particular heart attack for the health awareness genre.
The primary research consisted of a lifestyle questionnaire, survey of awareness of a heart attack, survey of Type personalities and an interview with a NHS staff nurse. The data collected has influenced some of the different aspects of my PSB in that some of the risk factors involved in heart disease was not initially apparent to me. I think the questionnaire was an important aspect of my primary research as some of the lifestyle factors that affected my sample influenced some aspects in my PSB advert as it promotes the awareness of the most important risk factors in heart disease. The interview with the NHS staff nurse was also a really important aspect of my research this is because I was able to gain invaluable information from a persective of a trained profressional. She see's people with heart disease on a regular basic and experiences the effect that a heart attack has on people; but most importantly see informed me of the general age groups she see's experiencing heart disease.
The secondary data collected also influenced my decisions in the final development of my idea. For example I wouldn't have known that men are the more likely to suffer from corony heart disease than women. This is probably the most important information that I collected because it has influenced the PSB in that men between the ages of 40-65 are my target audience. I searched for information through the 'British Heart Foundation' website as they are a registered heart charity that do alot of their own research into the subject; I felt it was an important and reliable source for my secondary research. Another website was the 'NHS choices' website which I again thought was a reliable and valid source of information because of it's importance in Englands health care.
The paperwork we had to fill in as a group was quite substancial; however it soon became apparent that that extent of paperwork was important for planning and will save time in the long run. My role in the group is producer, this is an important role as it means I over see the whole group project and ensure people know what they're doing. Personally, I think this will be an exciting role and I feel that I can do my job well to ensure the overall result is up to the standard that I needs to be.
The individual tasks that were needed to be preformed was the poster, storyboard for our individual idea and research into our relevant topic under the genre of health awareness. My poster was suited to the campaign and in particular linked back to the idea of my PSB; I was really pleased with the final product of my poster and feel it delivered the right message to all ages, but most importantly the target audience of the campaign. The storyboard was very time consuming at the time of construction as it required alot of patience and planning; however I do realise that now the advert will run as smoothly as possible now because of it. The storyboard allowed me to consider the shot type, the length of time required and the impact of the visual imagery. My research as outlined at the top of this piece has been influencial in my PSB and the concept of my idea.
Overall, I am very pleased with how the project is going an with my own ability at the moment. I am looking forward to begining production, now that the planning has been put in place.
I feel the research aspect has gone well; I managed to collect both primary and secondary data to create an in depth look at heart disease and in particular heart attack for the health awareness genre.
The primary research consisted of a lifestyle questionnaire, survey of awareness of a heart attack, survey of Type personalities and an interview with a NHS staff nurse. The data collected has influenced some of the different aspects of my PSB in that some of the risk factors involved in heart disease was not initially apparent to me. I think the questionnaire was an important aspect of my primary research as some of the lifestyle factors that affected my sample influenced some aspects in my PSB advert as it promotes the awareness of the most important risk factors in heart disease. The interview with the NHS staff nurse was also a really important aspect of my research this is because I was able to gain invaluable information from a persective of a trained profressional. She see's people with heart disease on a regular basic and experiences the effect that a heart attack has on people; but most importantly see informed me of the general age groups she see's experiencing heart disease.
The secondary data collected also influenced my decisions in the final development of my idea. For example I wouldn't have known that men are the more likely to suffer from corony heart disease than women. This is probably the most important information that I collected because it has influenced the PSB in that men between the ages of 40-65 are my target audience. I searched for information through the 'British Heart Foundation' website as they are a registered heart charity that do alot of their own research into the subject; I felt it was an important and reliable source for my secondary research. Another website was the 'NHS choices' website which I again thought was a reliable and valid source of information because of it's importance in Englands health care.
The paperwork we had to fill in as a group was quite substancial; however it soon became apparent that that extent of paperwork was important for planning and will save time in the long run. My role in the group is producer, this is an important role as it means I over see the whole group project and ensure people know what they're doing. Personally, I think this will be an exciting role and I feel that I can do my job well to ensure the overall result is up to the standard that I needs to be.
The individual tasks that were needed to be preformed was the poster, storyboard for our individual idea and research into our relevant topic under the genre of health awareness. My poster was suited to the campaign and in particular linked back to the idea of my PSB; I was really pleased with the final product of my poster and feel it delivered the right message to all ages, but most importantly the target audience of the campaign. The storyboard was very time consuming at the time of construction as it required alot of patience and planning; however I do realise that now the advert will run as smoothly as possible now because of it. The storyboard allowed me to consider the shot type, the length of time required and the impact of the visual imagery. My research as outlined at the top of this piece has been influencial in my PSB and the concept of my idea.
Overall, I am very pleased with how the project is going an with my own ability at the moment. I am looking forward to begining production, now that the planning has been put in place.
Monday, 24 January 2011
Interview with NHS staff nurse
What is a heart attack in its simpliest form?
"Death of the heart muscles"
What area of the hostpital do you work in?
"Accute general medical womens ward"
What percentage of people do you look after that suffer from heart disease?
"80 - 90% of patients suffer from Corony heart disease in my ward. This seems a huge amount but the main reason for this is because the majority of them over the age of 60 and therefore more vulnerable to CHD for a number of reasons. One of which is that the older people get the less they exercise and their diets usually worsen which contributes to a build up a fat, which damages the heart directly.
In your opinion what lifesytle habits contribute most to heart disease?
"Stress, alcohol, smoking and lack of exercise"
How aware do you think the general public are towards having a healthy heart?
"Very few people are aware of how damaging alcohol to the heart; I therefore think much more should be done to promote the damage that alcohol causes to the heart disease and in turn heart attacks. I think that people are aware that exercise is vital in ensuring a healthy heart, but I don't think that people actively do anything with the information; more needs to be done to get people more active. I feel that the labelling on cigarette packages has done alot for heart health awareness and the damage smoking does not only to the lungs but the heart as well. I aslo feel that the effects of stress on the heart is something that most people are aware of, but I don't think enough is done to reduce the effects of stress in the workplace and the need for people to have enough leisure time to relax.
What is done if heart disease is caught early enough?
"Alot more can be done medically if heart disease is detected early enough; this will only be caught early enough if the symptoms are something that everyone is able to recognise and acknowledge. Many more lives would be saved with the increased awareness and the early detection of problems relating to the heart"
I would like to thank Joanne Elford, the NHS staff nurse that took the time for me to interview her.
"Death of the heart muscles"
What area of the hostpital do you work in?
"Accute general medical womens ward"
What percentage of people do you look after that suffer from heart disease?
"80 - 90% of patients suffer from Corony heart disease in my ward. This seems a huge amount but the main reason for this is because the majority of them over the age of 60 and therefore more vulnerable to CHD for a number of reasons. One of which is that the older people get the less they exercise and their diets usually worsen which contributes to a build up a fat, which damages the heart directly.
In your opinion what lifesytle habits contribute most to heart disease?
"Stress, alcohol, smoking and lack of exercise"
How aware do you think the general public are towards having a healthy heart?
"Very few people are aware of how damaging alcohol to the heart; I therefore think much more should be done to promote the damage that alcohol causes to the heart disease and in turn heart attacks. I think that people are aware that exercise is vital in ensuring a healthy heart, but I don't think that people actively do anything with the information; more needs to be done to get people more active. I feel that the labelling on cigarette packages has done alot for heart health awareness and the damage smoking does not only to the lungs but the heart as well. I aslo feel that the effects of stress on the heart is something that most people are aware of, but I don't think enough is done to reduce the effects of stress in the workplace and the need for people to have enough leisure time to relax.
What is done if heart disease is caught early enough?
"Alot more can be done medically if heart disease is detected early enough; this will only be caught early enough if the symptoms are something that everyone is able to recognise and acknowledge. Many more lives would be saved with the increased awareness and the early detection of problems relating to the heart"
I would like to thank Joanne Elford, the NHS staff nurse that took the time for me to interview her.
Sunday, 23 January 2011
Poster for Health Awareness campaign - 'The Beating Clock'
The poster is visually striking, because of it's dramatic simplicity. The whole campaign is desined around the idea that the clock is used as a metaphor for the heart. In the advert the viewer will live through the advert as the character because we don't hear him speak; however we don't have that luxury because the poster is a still image.
The reason for the clock and the black background is because of my PSB advert and they're both key aspects of that so it's fitting that the poster is of the same image.
The target audience is 40 - 65. The primary audience is males because as I determined in my research that is the area of the population most at risk, the secondary audience is women as they also suffer from CHD and heart attacks.
The image consists of a singular centralised clock. The lines and crispness of the clock is very effective as I feel it's simplicity is what makes it so powerful. The clock has been edited in microsoft word with an artistic effect, called cement; this effect implies the colour is under some strain as it's cracking this is again suppose to mirror the strain put on the heart with stress and an unhealthy lifestyle. This effect also has a really nice effect on the rim of the clock itself and provides a really crisp image. The image of the clock is a formal one, compared to fancy decorated clocks that are designed for kids bedrooms; this image of the clock is one that would usually be seen in a formal setting. This fits to my primary target audience as they are the working men who would see formal clocks like this in a work environment.
The colour palet is very simple, it consists of black and white throughout without a hint of red in the 3rd hand. I feel this colour scheme works to create a high level of tentsion and adds to the drama rather than take away from it. The black also mirrors the dark situation that the clock (metaphor for the heart) is, the lack of colour implies that the future is bleack unless something is done about it. There is also a hind of red which suggests that there is an element of danger which of course is present with any heart disease.
The font is very simple, the reason for this is to approach every audience. This text needed to fit with the simplicity of the whole piece, I feel that it does this well and is accessible to every audience. It's a very soft font, the curviture to each letter fits perfectly with the circular clock and collectively fits as a piece as a whole.
The language is important to convey this message of the health awareness. The slogan is 'Is your life a ticking clock?' this allows people to consider and reflect on their life and the situation their heart may be in. It's a retorical question that directly talks to the viewer, this has a stronger impact on the viewer than telling the viewer something. The bottom text contains information on services that deal with people who would like to know information and may require help. It's simple layout and simple message makes it accessible to anyone and everyone.
To conclude, I am very pleased with the overall design of the poster and feel it's a really dramatic but simple poster that perfectly accompanies my PSB advert.
The reason for the clock and the black background is because of my PSB advert and they're both key aspects of that so it's fitting that the poster is of the same image.
The target audience is 40 - 65. The primary audience is males because as I determined in my research that is the area of the population most at risk, the secondary audience is women as they also suffer from CHD and heart attacks.
The image consists of a singular centralised clock. The lines and crispness of the clock is very effective as I feel it's simplicity is what makes it so powerful. The clock has been edited in microsoft word with an artistic effect, called cement; this effect implies the colour is under some strain as it's cracking this is again suppose to mirror the strain put on the heart with stress and an unhealthy lifestyle. This effect also has a really nice effect on the rim of the clock itself and provides a really crisp image. The image of the clock is a formal one, compared to fancy decorated clocks that are designed for kids bedrooms; this image of the clock is one that would usually be seen in a formal setting. This fits to my primary target audience as they are the working men who would see formal clocks like this in a work environment.
The colour palet is very simple, it consists of black and white throughout without a hint of red in the 3rd hand. I feel this colour scheme works to create a high level of tentsion and adds to the drama rather than take away from it. The black also mirrors the dark situation that the clock (metaphor for the heart) is, the lack of colour implies that the future is bleack unless something is done about it. There is also a hind of red which suggests that there is an element of danger which of course is present with any heart disease.
The font is very simple, the reason for this is to approach every audience. This text needed to fit with the simplicity of the whole piece, I feel that it does this well and is accessible to every audience. It's a very soft font, the curviture to each letter fits perfectly with the circular clock and collectively fits as a piece as a whole.
The language is important to convey this message of the health awareness. The slogan is 'Is your life a ticking clock?' this allows people to consider and reflect on their life and the situation their heart may be in. It's a retorical question that directly talks to the viewer, this has a stronger impact on the viewer than telling the viewer something. The bottom text contains information on services that deal with people who would like to know information and may require help. It's simple layout and simple message makes it accessible to anyone and everyone.
To conclude, I am very pleased with the overall design of the poster and feel it's a really dramatic but simple poster that perfectly accompanies my PSB advert.
Secondary research
Heart Statistics (British Heart Foundation Website) http://www.heartstats.org/datapage.asp?id=1584
- Data from the 2006 Health Survey for
England suggest the prevalence of CHD inEngland - Prevalence rates increase with age, with more than 1 in 3 men and around 1 in 4 women are living with CHD
- Overall we estimate that there are around 970,000 men who have had a heart attack and around 439,000 women who have had a heart attack.
- After the smoking ban came into effect there was a drop of 2.4% in the number of emergency admissions for heart attack.
- In men and women aged 60 or older, there was a reduction of 3.07% and 3.82%
- men under 60 had a drop in admissions of 3.46%.
Current Progress
I have now designed the storyboard and script which I will run past with my group on Monday. The storyboard and script go hand in hand and i've hopefully created a piece that will successfully address the subject of a heart attack and the symptoms that accompany that.
I am currently pleased with the current situation of our group work and the project so far. My primary research is going well. The concept of my idea was accepted my group and is now one of the adverts to be made. The concept is simple but I feel will be effective; however the editing will have to be tight because there is a 30 second limit and we want to cram alot into the PSB so the editing will have to spot on.
My poster has also been completed and i'm pleased with the final result.
I am currently pleased with the current situation of our group work and the project so far. My primary research is going well. The concept of my idea was accepted my group and is now one of the adverts to be made. The concept is simple but I feel will be effective; however the editing will have to be tight because there is a 30 second limit and we want to cram alot into the PSB so the editing will have to spot on.
My poster has also been completed and i'm pleased with the final result.
This is my Idea for Group Pitch
The visual is of a clock in the centre of a black background. The whole of the advert ONLY focuses on the clock. The audio to accompany the clock is going to be of a man’s average day; the advert will be focused on a male aged around 35-45 he leads an average life but he doesn’t realise what he’s doing to his heart by living an unhealthy live style he is also surrounded by stress and demands from his work and family. The clock is a metaphor for the heart and the alarm is supposed to mirror the idea that his heart is in danger and he needs to reduce the pressure he’s putting on his heart. The audio will be of his life but he doesn’t speak so it gives the effect of the audience living his life with everyone else looking in.
· The clock runs for five ticks
· An alarm goes off (really loudly) for about 2 seconds
· The ticks of the clock speeds up
· Coffee machine heard, causes an irregular heart beat, irregular ticks are shown
· Has to get kids to school
· Caught in traffic late for work, ticks speed up slightly
· Work, sound of keyboards, boss informs him on a deadline, the ticks speed up slightly again
· Another coffee, irregular beat
· Drawing on a cigarette
· Lunch really unhealthy, (maybe a chip shop, the worker repeats the order e.g. extra large, cod and chips)
· Keyboard sounds again (office)
· Draws on cigarette again
· Hits commuter traffic on the way back, ticks speed up again
· Wife instructs him to bath the kids and put them to bed
· Watches TV, whilst eating crisps, drinking beer.
· Friend rings asks if he wants to play squash tomorrow, he declines
· Wakes up with indigestion, wife says; “indigestion again dear?”
· Day begins again
· Alarm goes on longer
· Same cycle as before but sped up
· In the office, colleges ask him:
o “Are you alright?”
o “You look really pale”
o “Do you feel sick?”
o “Your sweating”
o “Do you have pain down your arm?”
· The alarm then goes off
· We then hear sirens
The end visual is of white text against a black background, it reads “Is your life a ticking clock?”
This is accompanied by a heartbeat audio.
Health Awareness - Heart Attack Survey
Please tick the relevant boxes:
1. How aware are you of the symptoms of a heart attack?
2. Do you have any family history of heart problems?
3. Have you ever experienced any cardiac problems?
4. Do you know of someone that has suffered from a heart attack?
5. Do you know how to respond in a situation involving a heart attack?
6. Are you aware of the organisations that are specialists in heart disease and heart attack?
7. Are you aware of lifestyle habits that can lead to heart disease?
The awareness of heart disease is the primary intention of the PSB it outlines the symptoms and addresses the need to act fast in order to save a persons life. This Survey will allow me to gage the relevance of this PSB and address anything that people don't necessasarily understand about a heart attack. However I am only doing a small sample of ten people and it's an oppertunity sample; I am hopeing that this small sample will give me a picture of some sort (a small picture none-the-less). However the sample age is of the target audience and is therefore relevant to my advert. The sample consisted of five male participants and five male participants.
The most interesting findings of the collated data were:
- 4 in 5 females stated that they were 'very' aware of the symptoms that accompany a heart attack. In comparison to only 1 in 5 males that claimed to be 'very' aware of the symptoms that accompany a heart attack.
- 8 of 10 of the participants stated that they know someone that has suffered a heart attack
- Interestingly 5 of 5 females stated that there was a family history of heart problems in the family. Only 2 of 5 males stated that there was a family history of heart problems.
Subscribe to:
Comments (Atom)