Evaluation -unfinished-

At the start of this project I had some trouble organising myself in order to produce two good quality products, at the end of this project I believe I have achieved just that. I have produced three anti-piracy posters, and a website, which I think both promotes my company 'creative minds' and educates young people on the topic. Doing this project not only helped others understand the dangers of downloading unpaid for creative content online, it helped educate me too. Before this project I was unaware that people could actually be prosecuted for a seemingly 'harmless' thing. This is why other young people needed to be educated too - piracy is not 'harmless.

My campaign name 'Creative Minds' is featured on all three of my posters and my website, my posters also include my website link - this is particularly important, because if half of my campaign is situated online, my audience need to know where to find it. The logo 

'CREATIVE MINDS - ANTI-PIRACY' is featured on all of my products, I believe that placing this on all of my products is incredibly important so that the company name is remembered.

My target audience was based mainly at 15-21 year olds, of both genders, as I don't believe that piracy can really affect a certain gender more than another, and both are equally important to educate. After doing extensive research, I found that the main age range guilty of piracy was 15-21 year old's. This and the fact that educating people from a relatively young age, will make more of an impact than starting in the mid twenties. I strongly believe that my products are suitable for my age range and will achieve the highest volume of audience.

I believe there is a huge importance in using surveys in order to find out the needs of my target audience, in order for it to be relevant to them. I surveyed 15 people in order to find out about their knowledge of piracy and internet usage. As the people who took my survey were nearly all within the 15-21 age range, I would not be able to use my results to cover another campaign of a different age range, as this would make my results biased. After gathering these results I was able to produce a product that was most relevant to my age group.

The brief given by Copyright Heroes covered a number of points;
-'Realise the implications of  copyright theft for the future of our creative minds' - On all three of my posters, and on my website, there are quotes and statements that outline the implications of piracy. I believe that this message across clearly.
-'Understand that copyright theft is genuine theft' - All of my posters and my website states that downloading creative content online is theft, and illegal. My website goes into further detail about this topic.
'Know who Copyright Heroes are and what we believe in' - I have stated basic information about copyright heroes on my website but I could probably have included this more throughout my project.

My website was the first product I produced. Having a website completely increases the volume of audience my campaign reaches, as nowadays a huge percentage of teenagers use the internet on a daily basis. My survey results showed that most teenagers use the internet for around 3-5+ hours a day.
 My website has various pages -
Home - This includes a quote about anti-piracy, so as soon as anyone enters the site they know what our values are, The page also includes the company name and slogan. The home page of my website initially had a picture from google for the background, once learning that I could not use this, I took my own picture, which looks very alike to the one I used to start with.
'About Us' - This page gives the viewer an insight into the company and what we are about, this page also includes information about 'Copyright Heroes' and why we are working together with them. I feel that this is a very important page, as it describes exactly what we aim to achieve as a company.
'Get in Touch' - This is a page for viewers to submit questions about the company, and also gain contact details on where to find us. I think this is a useful page to have, as it is very important to use ideas and opinions of my target audience in order to understand what their needs and interests are so I can properly adapt the campaign.
'Our Campaign' - A page showcasing the companies ongoing campaigns and previous campaigns.
'What You Can Do' - This indicates to the viewer what they can do if they wish to support the campaign, using a personal approach and getting the target audience involves connects the campaign and the people.
Although I really like my campaign website, I think it could have included a bit more information about 'Copyright Heroes'

Click here to view website screenshots

For the second half of the campaign I decided to create 3 posters.

Poster 1

For poster one I wanted something shocking, in order to attract attention to it. I think the models direct eye contact really draws you in to see the emotions and sorrows of the girl. In this poster I did not once actually state that the girl is homeless, I let the caption and the sign explain everything. I think this will be the most popular of the posters because it is the most shocking. I put the company name, slogan and website in the bottom of the poster. It is in a small enough font to be able to be seen and noticed, but not big enough to distract attention from the poster itself, or the message that is trying to be portrayed. All of my posters keep up the same house style, they all use the same fonts, and have a simple sentence on the side of them. I really like how all my posters look.

Poster 2

For poster two I tried to get across a message of the music industry being 'broken' because of piracy. I like how the lighting highlights the company name, and disk, and then the statement at the side is slightly higher up in the darkness, which creates a 'foreboding' feel. The company name, slogan and website are still all in the same place as the other posters.

poster 3 

For this poster I used the same model as in the first one, and she is supposed to be looking down at a laptop/tablet screen, she is supposed to be illegally downloading music/film/tv programmes online. The shadows on her face make the poster look dark and scary, this represents that piracy is bad, and illegal, and not a good thing to do. The model is quite young, and this show that teens are also subject to piracy and all age groups should be educated on the matter.

POSTER 3

POSTER 2

Poster 1

  - UNFINISHED-

Website - drafts -UNFINISHED-

   This is my home page for my website. I used a keyboard as the background - as downloading occurs online - and it is a dark image which links in with the criminal background of piracy.

The quote links in with the theme and really outlines what piracy effects and how it can destroy creative content. I have added a number of pages to the website and 'CREATIVE MINDS ANTI-PIRACY' will be on every one of those pages.

 

 This is my altered, and final home page for my website - http://chloeedeegan.wix.com/creativeminds

The background image is now my own - not taken off google, but is till the same type of keyboard so there is not a lot of change. I really like the black and white keyboard more than the previous one because it's a lot more sophisticated looking. I have also changed the title/logo to the right hand side of the page, as it works better with the background and I prefer it here.

Presentation 1

- no longer in this group-

                


                            

Audience Research

These results have helped me determine who my target audience will be, and what factors I will include in my project. I had to take a number of factors during this into consideration - the genders of people that took my survey were equal and there were various ages - I mainly needed to take into account the gender factor because I did not want my project to be biased in any way.
Nearly everyone that took my survey used the internet for at least 3 hours a day - this shows that project has a larger chance of reaching my target audience if it is web-based.
A  huge 73% of people have illegally downloaded creative content online at some point in their life - the age group most guilty of this was 15-21 - which is my target audience. This shows me that piracy is a huge problem within this age range.

Website Ideas

Mind Map created by Chloe Deegan with ExamTime

Moments worth Paying for - Anti Piracy

   Moments Worth Paying For

                 

This is just one of the many adverts made for the Industry Trust's 'Moments Worth Paying For'. These campaigns are made to inspire viewers to respect creative content by demonstrating that film, music and TV have an entertainment value worth paying for.

"As its name suggests, our Moments Worth Paying For campaign inspires viewers to respect the value of creative content by demonstrating that film, TV and video have an entertainment value worth paying for. The campaign points consumers to our legal film search-engine, FindAnyFilm.com, as a great starting point for enjoying legal films, across all formats." - Industry Trust 

This campaign uses many different popular films to get a message across. Using popular films will help the campaign reach a larger audience. The target audience for this particular branch of the campaign is 13-18 as this is the target age for that particular film. Obviously, the age range varies depending on what film is used for each branch of the campaign. This helps include a vast range of audience for the campaign.
A number of posters were also created in order to promote the film and moments worth paying for - here is one of them:




Some of these posters featured celebrities and others just had normal every day people.

Anti-Piracy - The Last Cinema - analysis of campaign

      

Commissioned by the Film Distributors' Association, created by the National Film and Television School, this has been one of the most effective anti-piracy campaigns yet. This campaign was first aired in 2012.

The advert starts with a shot of an abandoned, derelict cinema, we are then shown a chained up door with 'RIP last cinema on earth' written in the dust on the window. At this point the viewer already will have some understanding of what the campaign is about. The next scene consists of the camera panning around the foye of a disused bar - one that is quite common to see in some cinemas. The whole room is covered with cobwebs and dust so it's pretty clear to see that the cinema is not in use.
The next scene is quite a ghostly one - there is a close up of a young woman's face - and she is not moving/breathing and is covered in dust. The camera then pans over the whole audience sitting on the traditional red seats used in cinemas as the narrator says ' a moment of cinematic joy..an experience shared' - at this point the couples sitting in the seats start to fade away - this is partnered with ghostly sound effects. The narrator then says 'all gone...imagine.'. The last scene is one of the flip up chairs flipping back into place - as if the person sitting there had got up. The end slate of the campaign says 'Love Cinema...Hate Piracy' and all of the logos of the companies involved in the campaign are listed. 

I'm not entirely sure about the specific target audience for this campaign - as there are lots of people of all different ages featured in it - and cinema is not just targeted at one specific audience. What I do think though is that this could be targeted at around 15-21 year olds based only on the fact that this is the main age that contributes to piracy. The language isn't exactly complex.. but the fonts used at the end are quite harsh and formal - almost eery and this links to the theme of the campaign - for this reason the target audience could be older.

I don't believe there are any other media products for this particular campaign - but I'm not sure how effective these would be anyway, given the style of the campaign.

This campaign used a shock factor, but instead of using threats to deter people from piracy, they showed the viewers what will happen if they do continue. The campaign shows that the act of piracy - even once can contribute to the closure of cinemas, and new films will not be made. I, personally as a lover of film find this particularly effective, as the apocalyptic scenes of the advert are really quite shocking and it does bring things into perspective.

This campaign is still running in certain cinemas.