Media at work
Challenge pupils to create an advert for PDSA, pupils work through the challenge, they have to follow the brief set and meet PDSA marketing objectives.
Introduction
All charities need financial and public support. PDSA receives all its income from members of the public and so has to spend time and money encouraging donations and raising awareness.
Every year, at least one major advertising campaign is carried out to raise money and awareness of PDSA's vital work.
Now it's your turn!
We challenge you to plan and produce practical, tested, creative ideas for a new TV or radio advertisement promoting awareness of PDSA to people of the same age as you.
Before you start, print out this useful flowchart (PDF - 26 KB) of the typical production process for a TV programme or advertisement.
Watch the videos to find out what you have to do to complete the challenge and how the challenge will be judged.
As well as the radio advertisement Jon describes, we'll accept videos or posters - or all three.
You always plan a TV or radio advertisement on paper. Translating your ideas into practical instructions is an important part of the creative process and uses several important tools.
Before you start work you must understand the client's requirements.
PDSA's marketing challenge is to raise over £41 million a year to continue to help the sick and injured animals of people in need.
Watch these videos to see what PDSA's objectives are:
The creative brief contains the client's instructions and the production agency's research. It tells the scriptwriter and production team what they have to achieve, and why.
PDSA's advertising agency, Watson Phillips Norman (WPN), is commissioned to develop and make TV and radio advertisements for PDSA.
Watch the video where WPN Deputy Creative Director, Diane Williams, describes the importance of the creative brief.
Usually a writer and designer team up to write the script and storyboard. Watch the following videos to help you get started on writing your script.
Download a sample PDSA radio advert script (DOC - 43 KB).
The storyboard brings images, voice and text into one easy-to-understand document. It brings the script to life for the client, director and production team.
Download storyboard template (PDF - 19 KB).
Production, especially TV production needs careful planning and budgeting. Everything has to be right for the production day, the videos have some great hints and tips to help with the production of your advert.
Once production is complete, the advert is edited to the correct length and approved by the client. It is then ready to be released. Find out more about this process by watching the video below.
Submitting an entry
To submit an entry you must answer the following brief:
Create a promotional campaign to increase awareness of PDSA and its work to people of your own age.
Your submission can be in one of four categories:
Category 1: Radio
You can either create a brand new radio advert, or create a script and soundtrack to fit the advert we have supplied.
Category 2: Television
You can either create a brand new television advert, or use the supplied PDSA television advert (it currently has no sound track, you will have to add that)
Category 3: New Media
You can create a web page, pod cast or other digital media of your choice. We have supplied some basic images and sounds for you to use.
Category 4: Posters and Leaflets
If you do not wish to enter a digital advert, then this task is for you. Create the artwork for a poster or leaflet. We have supplied some basic images for you to use.
Resources
Download some resources to help you complete the challenge
- Download a creative brief template (PPT - 106 KB)
- Download a script template (DOC - 43 KB)
- Download a storyboard template (PPT - 50 KB)
- Download a PDSA radio script (DOC - 157 KB)
- Download a PDSA radio advert voice track only (MP3 - 1.34 MB)
- Download a PDSA TV advert without sound (WMV - 4.95 MB)
- Download example PDSA posters (ZIP - 2.29 MB)
- Download digital images for poster and leaflet production (ZIP - 4.02 MB)
There are 4 links on this page which are in Adobe Acrobat (PDF) format. In order to view them you will need the free
Acrobat Reader
software installed on your computer.
Download the Schools Club leaflet for more information (PDF - 7.68 MB)
Download the Education Programme leaflet for more information (PDF - 7.88 MB)
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