ADVERT PITCHBY AMANDA ROBINSON

DRUG ABUSE & ADDICTION

ORGANISATION INFORMATION

The National Institute on Drug Abuse (NIDA) is a United States federal-government research institute whose mission is to "lead the Nation in bringing the power of science to bear on drug abuse and addiction.

• They started back in 1935 where they opened their first research facility.

• One of NIDA's most important achievements has been the use of science to clarify central concepts in the field of drug abuse

•  NIDA and funded by The White House Office of National Drug Control Policy,

AIM OF ADVERT CAMPAGIN

The aim of my advert campaign is to educate my young adult audience about drug abuse and addiction.

I aim to educate them about:

The effects e.g. on their future

How you can get addicted.

How it starts

What happens

How it affects their loved ones

TARGET AUDIENCE

The secondary target audience I am aiming for are young females and males.

They are from less privileged backgrounds.

They are in education (sixth form year 12-13)

They are interested in going out with friends.

They also could be in full or part time employment.

Their interests vary from reading to watching movies.

They may not know much about the real effects of drug abuse and addiction.

The primary target audience for my advert are parents.

• They could be ingle or still with their partner.

• They will not know much about drug abuse and addiction.

• They will want to understand and help their child.

• They will also need help to understand their children and how to cope with their behaviour.

PRIMARY & SECONDARY RESEARCH SUMMARY

PRIMARY RESEARCH

Creating a survey: “Do you ever accept illegal substances when offered at parties?

Focus group: which I asked my target demographic of sixth form students.

SECONDARY RESEARCH

• Searching the internet for information about drugs.

• Creating a research log table to record what I had found on the internet.

• Watching other people`s adverts relating to drug abuse and addiction.

MESSAGE

The main message of my advert is that my target audience is that drugs have negative consequences and also that they always have a choice to say no to what they are being offered.

I also want them to be aware of the drugs and what effect they have on people`s body.

I want to highlight to my target audience that it affects their loved ones in a really negative way.

REALISM

I want my advert to focus on the real side of what really happens with drug abuse and addiction.

My target audience will get the full shocking side of how raw and real of the truth of drug abuse and addiction.

NARRATIVE

The narrative of my advert is that I will have a mother seeing her daughter taking drugs. The mother will be unable to focus at work because she is thinking of a ways to help her daughter.

Her daughter will get worse and the mother will start to neglect the younger children and they will end up missing school and not eating.

The mother will eventually kill herself leaving her whole family devastated and her daughter that takes drugs confused.

TELEVISION/ONLINE

I AIM TO AIR MY ADVERT ONLINE AND TELEVISION.

I aim to put it on channels such as E4 after and during Hollyoaks.

I also aim to air my advert on BBC1 after 8:30pm.

I also aim to put it on YouTube.

BREACH OF LEGAL OR ETHICAL ISSUES

I will ensure that my advert does not break and ethical guidelines or cause too much distress towards my target audience.

I will also ensure that my advert does not attract the attention of the ASA or OFCOM because that will indicate that it is not friendly for the television or internet.