3. Audience profile
16-18 years old
College student – this is
the main source of stress
for them
Likes: music, movies,
reading, pets
Mood could be improved
by smiling
4. Who is affected by stress?
The biggest causes of stress for young people — The Palmeira Practice |
Brighton & Hove Counselling
Teenagers are very affected by stress for many reasons such as pressure to
do well at school, their future careers and self image.
Teen Stress Statistics - Teen Help
In a study of teenagers by the American Psychological Association 31% of
teens reported feeling overwhelmed, 30% reported feeling sad or
depressed, as a result of their stress, 36% of teens report feeling tired
and 23% report skipping a meal due to stress.
5. Teens are more stressed than adults
In the same study it was found that teenagers reported their stress
level as 5.8/10 while adults rated theirs at 5.1/10. In another survey in
Baltimore 25% of boys and 19% of girls avoided dealing with their
stress so hopefully my campaign will inspire them to smile and destress
and reduce teenage stress levels.
6. The impact of smiling
The Psychological Benefits of Smiling – Psychreg
Smiles affect response to stress | National Institutes of Health (NIH)
Smiling and Stress | Psychology Today
Psychologists have discovered that smiling reduces stress by lowering
your heart rate and releases endorphins in your brain contributing to a
happy mood.
7. What could teenagers do to reduce stress?
Top 10 Stress Busters for Teens | Psychology Today
Some ideas I could include in my advertisement are hanging out with
friends, making time to do things you enjoy and being outside. Being
around friends is shown to reduce the stress hormone cortisol.
Research shows that people with hobbies have lower levels of stress
and depression.
8. Existing products
Mind's Emergency Appeal This advert from Mind has Stephen Fry addressing
the viewer while we see other peoples faces who are struggling with mental
health problems and that is who Mind wants to help with the money raised
from this ad. It uses two step flow theory because Stephen Fry is a famous
celebrity and people look up to him. The advert feels very personal and makes
a connection with the viewer.
Mental Health: In Our Own Words This advert from Mind features a montage
of different people talking about their mental health problems. Similarly to
the other example it has a very personal vibe like the viewer is having a face
to face conversation with the people in the video.
9. Codes and conventions
In the previous examples from Mind they emphasised a personal
connection with the viewer so I will incorporate this into my video. The
personal informal vibe makes the audience comfortable and trusting
and therefore more likely to absorb the information that is being
presented in the video.
10. My idea
• My video advertisement
features a student being
stressed and overwhelmed by
school/college and then smiling
and using various methods to
relax and destress.
11. Supporting
research
• I conducted a survey of 16-18
year olds and education was
the main cause of stress.
• I also learned from the survey
that the overall mood of this
target audience can be
improved so this justifies my
campaign.
12. 4/7 people mentioned education as their biggest cause of stress so I
will use this in my video. I will encourage the viewer to not get stressed
by school.
13. None of the responses said they were sad but still no one said they were really happy. This justifies the
campaign because the mood of teenagers can be improved.
15. Conclusion
In conclusion I have used my
research to inform and create
this idea for a campaign which
will be extremely effective at
improving the mood of
teenagers.
