WHY rather than WHAT

I am producing 2 media products for set brief 5. My aim for this online promotional campaign is to raise awareness health campaigns such as anti-vaping. This is because our generation has normalised the issues within this topic as it has become increasingly popular since 2003, with 68.1m people using e-cigarettes in 2020. I would like to discuss the dangers further including some of the serious health risks and life-threatening issues that come with it. This will be emphasised through this campaign in hope to inspire others to quit vaping and realise it is not a healthy alternative to smoking.

I decided to take up this brief because I have interest in the topic of Uses and gratifications media audiences. Specifically, Katz and Blumler’s theory of active and passive consumers. This is because the theory highlights that the media is motivated by needs and goals of audiences, in which my topic of vaping effectively links to as it is becoming increasingly popular. Barthes ideas on semiotics also communicate with my campaign because I feel that today’s society has been affected by e-cigarettes significantly, which will allow me to identify the myth that vaping is a healthy alternative to smoking. It is important that I have a target audience in mind, so the product I am creating will target teenagers between the ages of 14-18 as I believe these are the most common ages to begin vaping. Essentially, these ages are also effective because they are known to be more conformative than other ages, meaning it is likely they do not know the damage they are causing to their bodies, and they are only choosing to take up vaping because it is a popular activity of teenagers.

In terms of Rubicam and Young’s theory, I am targeting my product towards the “aspirers”, as people in this group seek status, and will generally consume products that reflect their status and reputation. The aspirers are likely to take up this habit due to wanting to be impressive to others without considering the affects that come with vaping, specifically people within my target audience due to ‘trends’ in this age group. Therefore, my objective is to allow this category of people to see the harm they are causing and prevent continuing their addiction into adulthood.

In terms of uses and gratifications I am aiming to create products that provide information about today’s society and the social norms that have been brought upon teenagers, as well as to connect individuals together through a greater awareness of the social issues. Therefore, my aim is traditional media with a new form aimed at younger people. I will ensure that the style and register of my products and videos will reflect the professional products I have looked at- The Real Cost E-Cigarette Prevention Campaign. In addition, I use TikTok everyday as it is a popular social media platform among young people, therefore I have first-hand insight on how other messages are presented, so I will be able to create a successful video that will attract the target audience.