I am producing 2 media products for set brief 5. In the Uk, according to a NHS survey, a quarter of 11 to 15-year-olds have tried vaping and nearly 1 in 10 (9%) do it frequently (NHS England). I will be creating three Tiktoks, as Tiktok is a large platform that is mainly used to share information. I will also create one podcast and two online advertisements. My aim for these media products is to raise awareness about social health issues, such as vaping as it has become very popular (almost a ‘trend’) for youths over the past few years. I wanted to take up this brief because I am very interested in the use of Tiktok to help spread social or political awareness and information. I also think that campaigns have been very useful for many years and are successful at circulating knowledge.

The audience I am targeting will be teenagers as vaping is most popular around that age, essentially, they will be 14-18 years old. In terms of Psychographic profiling (Rubicam and Young), I will be targeting the ‘strugglers’ and ‘explorers’. In terms of uses and gratifications, I am aiming to create products that provide information about the real world, for example I will be interviewing some younger ages and finding out the side effects it is causing them. Therefore, my aim is to create products that young people and teenagers find entertaining and will keep them engaged. To do that I will use vibrant colours, and the use of imagery as dominant signifiers to make sure it is engaging. I have decided to make three Tiktoks as a way of spreading awareness, as I understand that it is a huge media platform that over 1 billion people use, mostly teenagers/young adults. As I often use Tiktok, I understand what the formality and themes are like, which are short, appealing videos for younger ages, with a sense of informality, so I will stick to these ideas and styles.

In addition, I shall create one podcast, and two online advertising materials. I have done some research to find a few professional products, which I will use as inspiration for my own products. I understand that campaigns and websites are a lot more formal than audio style media products, for example, campaigns and websites use short, declarative sentences so their audiences can become absorbed into their information. Whereas, audio style media products, like podcasts, use a speaker with an upbeat tone, which isn’t boring to listen to, as well as an organisation of themes for the episodes. Therefore, I will ensure that the style, tone and register of my web pages will reflect these ideas. As I like listening to podcasts and regularly listen to a podcast called ‘Saving Grace’ on Spotify, I understand that my podcast will need to include a theme, an audio logo and special guests in the same way that all podcasts do.

I want to connect both productions in terms of content and representation, so I will be using the same participants for both the photos for the campaign and the Tiktok videos. I will also include consistent iconography such as the logo that represents my campaign company, as well as connotations to vaping, like smoke or a picture of a vape, to ensure the theme of my brief is well produced and easy to understand for younger ages. To do this, I will ensure to use dominant signifiers such as text with a clear message, or an image of a vape throughout both products which will support the main message of the product which is the awareness and danger of vaping, especially in younger ages as their brains haven’t fully developed yet.