Statement of Intent

 Institution 

In designing these four billboards, I will be cautious to adhere to the requirements of the ASA in ensuring there is no graphic or potentially distressing imagery depicted in the posters. I will also be sure to not in any way promote the use of violence or mislead individuals to believe it can be justified. Despite the documentary being promoted as targeting 16–25-year-olds,  I will remain aware of how these billboards are being designed to be viewed by anyone publicly.  I will keep this in mind when designing and planning. I feel that given the documentary genre, there would be little risk of inappropriate or gruesome connotations; however, particularly when planning to convey mental health struggles/ isolation within one of the posters,  I will aim to be sure to do so in a way in which follows the guidelines. 

Representation 

I want my posters to appeal to the target audience of 16–25-year-olds who will have had detrimental elements of their lives affected by Covid, such as their education, well-being, social confidence, so I would like to aim to  have these posters feature  people of this age demographic to allow this audience are able to relate and feel seen. Particularly as it is apparent that young adults can be viewed negatively by other age demographics in society, it may be refreshing and appealing for this audience to feel related to.  It would likely also appeal through curiosity of the varying experiences promoted of an experience shared by so many people.   

Audience and language: 

There will also be positive representations within these posters as well which may strike accord with many people.  Also, it may appeal to secondary audiences within families given a variety of experiences portrayed.  As it Is an experience shared. This contrast of experiences being shown in the billboards would be a key construct of trying to appeal to the audience. I’d like to provoke a different thought within each of the individual posters.  

I used ideas of mental health, environmental, different experiences and technological reliance to resonate with my target audience by portraying these as impacts of Covid. Particularly the reliance on devices, I wanted to implicate as young adults are often criticised for it however it’s an effect of Covid partly. I also hoped to provoke thought amongst them via this billboard of priorities.  

I constructed my ideas using correlating colours, name and slogan across them all, using black, white and pink to match the BBC logo and also using incorporation of imagery of a globe in a lot of them to construct this association with the global pandemic.