Textual Analysis Of Other Awareness Videos

I have analysed well known awareness videos and studied which characteristics and techniques have been used within each. 

This is the 'Shelter 9million voices' awareness video. I have chosen this one as similar to the diabetes and CRY they don't include actors. Within this video, they use fast cuts between one statistic to the next, this can imply that they are trying to symbolise how fast homeless issues are growing within the UK. The use of background colour within the video suggests a naturalistic approach to the topic which can symbolise the importance of the video and that it may be sensitive for some individuals. 

I have included the Cardiac Risk in the Young's awareness video. They have included facts and statistics which emotionally affects individuals reading/ watching this as they become so informed by what is being said. This video doesn't include any well known music which people can refer and associate to however they regularly use diegetic sound throughout, such as the heartbeat. This can represent the naturalistic view of the video, keeping it plain and getting to the point. 

This is the diabetes awareness campaign video. This is an awareness video which decided to take a different approach. The use of the illustrations makes it engaging to a wider range of audiences. The video is an easy way to educate yourself of the risks of diabetes and how the condition itself is created and managed by individuals. It highlights the symptoms of the condition which individuals can refer to if in in doubt. This video in specific has not included any factors of humour, this can relate to the more educational use of the video and not meant to be used in an entertaining yet educational way. 

This is the British Heart Foundation's awareness video. Techniques such as Mise en scene adds to the narrative of the video. The producers of the video included factors of humour throughout to allow them to maintain the attention of the audience. The choice of the well known song in the background enables the video to be easily remembered by the audience, this is a significant factor as the three individuals throughout the video are teaching the audience the key signs of a cardiac arrest. 

The screenshot above is from the awareness video of the charity MIND. Throughout the awareness video the technique of synthetic personalisation has been used. This is reinforced through the use of extreme close ups. This technique has been used as it allows the audience to feel like the video is directed at them, they are being told someone's story in hop that they understand that it is nothing to be ashamed off. The use of hashtag throughout the video (#inourownwords) is an engaging way to communicate with the audience. The Mise en scene of the video is seen to be very basic, this shows that the charity is wanting it to focus its awareness video on the topic and nothing else.

How will i use this research in my video? 
I have chosen to go for a more informal tone. I have decided to create a video which will be more informative to the audience than entertaining or emotive. I wont be including the interviews but using them as examples of personal experiences and what they think people need to know about the condition. It is clear that the condition is rare however, can be alarming and sensitive to the audience. My aim is to communicate the facts in a correct manor and not create any alarming news to everyone. 

Key Information About The Charity

The fundraising manager at the charity emailed me a list of specific facts which they include within their awareness videos and fundraising materials. 

• Every Week in the United Kingdom, at least 12 apparently fit and healthy young people die of un-diagnosed heart conditions 
• 80% of young sudden cardiac deaths occur with no prior symptoms 
• CRY has now screened over 175,000 young people since the charity was established 
• 1 in 100 individuals whom have experienced a CRY test have identified a less serious cardiac problem which could cause problems later on in life

Key features of awareness videos

Using the website https://reasondigital.com/insights/seven-components-to-create-the-best-charity-video/ they include many key aspects which make the most successful awareness video.

• create an emotional connection 
• use facts and statistics powerfully 
• Have a clear call to action 
• shock the audience

I will hopefully be able to implement all these specific factors within my charity video. 

My plan for the video is to create an emotional connection with my own family experiences and how the charity (Cardiac Risk in the Young) has helped and supported individuals who have experienced their own tragedies. 

The charity have emailed me some facts and statistics which have been Included in their professional awareness video, short facts which enable individuals to remember them easier and make it have much more significant impact amongst them.

The choice of facts which I am including will hopefully outline the call to action to the viewers, highlighting the importance of seeking medical assistance out if something isn't quite right. And understanding the importance of the charitable screening events which the charity regularly puts on seeking out the symptoms of the individual. 

Response From the Charity

I recently emailed the fundraising manager at the charity. I have attached below the response from the individual. From the response I can now begin my research and the production of my awareness video as I now know that the charity is fully on board with supporting the task. 

Hi Ellie-Mae,

Thank you so much for your email and for your interest in helping to raise awareness of the charity.  I am so sorry to hear of your reasons for discovering the charity, but so grateful to you for choosing to be so proactive in your cousin’s memory.  We are so grateful to you for your support and would be pleased to do whatever we can to help you with your efforts. Could I confirm that your cousin’s name is Bethany Mycroft?  The fundraising and awareness you have raised as a family in her memory is fantastic and you have created a lasting legacy to her.

I think a good starting point is for me to send you some of the videos that have been created that we use regularly to explain CRY as a base for you to start from.  I have attached a sort of CRY fact sheet that has the links as well as some stats about CRY that will hopefully be of use.  We focus on four key areas with our charitable work which is Awareness, Support, Screening & Research and we try to base how we promote the charity with these four key areas.  You are correct about it being a fine line between being too alarming, but making sure people take notice and we are always keen to see how others feel this can be implemented so we would be keen to see what you come up with.

I will of course be happy to help with any questions you might have or ideas you might want to discuss at any point and please do let me know if you require any materials to help you. 

Thank you for your interest in promoting CRY and I look forward to helping however I can.

Kind regards,

Ben

E-mail to the charity

I decided to e-mail the charity CRY, explaining what my EPQ topic is and what I hope to achieve at the end of the project. Throughout the e-mail, I have explained why the charity is close to myself and my family. In their response I hope that they explain what factors they look for within an awareness video and medical notes around the heart conditions allowing me to include correct facts and not any misleading information. 

Below I have attached the E-mail which i sent the charity:

To whom it may concern,

I am a student at Tupton Hall School who is beginning the EPQ (Extended Project Qualification).

My idea for the topic is to create an awareness/promotional video for your charity, CRY or an informative video about the condition. I do have some previous experience with filming and editing through my Media Studies A-level. The charity Cardiac Risk in the Young is something that is very close to myself following the sudden death of my cousin from the genetic heart condition your charity raises awareness of. My family and I have taken part in many fundraising and awareness raising events such as many screening events (raising nearly £69,000) and I hope that by creating this video I will raise awareness to more people my age around the risks underlying the heart condition.

In order for myself to effectively create an awareness video I was hoping that by getting in contact with you, you may be able to tell me which aspects you look for within a video to ensure that it is accurate without being alarming and can represent the condition in a way which does the topic justice. Alternatively, I would like to discuss with you the finer medical details around the condition to ensure that I do not misrepresent the condition.

If you could forward this email to the relevant person who may be able to help or collaborate with this project, I would be most grateful. I look forward to hearing from you

Yours sincerely

Ellie-Mae Topp

Initial idea

My initial idea for my EPQ (Extended Project Qualification) is to create a video creating awareness or a campaign video for the charity CRY(Cardiac Risk in the Young) . I have chosen this charity as my family work closely along side them after the sudden death of my cousin. since the loss within my family, we have held many fundraising events such as screenings for the younger people (raising nearly £69,000). My aim is to create awareness for 14-35 year old for undiagnosed heart conditions. 

I will aim to  produce a campaign video for the charity, needing me to contact them and ask them if this is wanted and what they would to see involved throughout the video. However I do understand that this may not be needed/wanted. In this case the campaign video will turn into a awareness video, including facts and statistics and medical knowledge allowing me to include correct and not misleading information.

Month By Month Plan

In order to complete this project to the best of my ability and display my time management skills, I have decided to create a month by month plan enabling me to keep on track and not fall behind. Throughout the topic I have referred back to this plan enabling me to know when I am falling behind and understand key tasks which also need to be completed. Once completing each task, I have analysed where aspects may not have been as successful as they could've been and to think how this would be different if I was to do this again. 

October 
Within October I hope to begin communication with the charity CRY and start liaising with the head fundraising officer, Ben Robinson. This will enable me to get their insight into my topic and understand the most appropriate approach to take to allow me to create the most effective awareness video to the audience. 

November 
I hope to have began my textual analysis of multiple different awareness videos such as the diabetes campaign video as well as the shelter video. Completing this, this will allow me to understand the key characteristics of the videos, allowing me to learn how to highlight significant information without raising too much concern. 

December 
The main task which I am aiming to complete by the end of this month is to begin thinking of questions which I can send to the paramedic. I have decided that within my video, I want to include an interview with the paramedic showing a variety of perspectives on how sudden death affects a range of people. Since becoming in contact with the paramedic in December and when he agreed that this was something he would be interested in, I was unable to get a response from him with the answers to the questions. As a result of this, I found that it would be as effective to include an interview with my Mum as she also suffers with the same heart condition. 

January 
I aim to watch multiple videos on YouTube on ways to develop my editing techniques via the software 'premiere pro'

February & March 
In order to make the video an awareness video, informing the audience, I need to complete secondary research, such as using a variety of websites such as the NHS, allowing me to access verified information around the conditions 'Brugada'. 

April 
I aim to begin the production of the video in this month as the deadline is early May so I hope that by beginning the video production this will enable me to spend more time on this, allowing it to be completed to a higher level. I began creating the video end of March, beginning of April. However, I believed that since completing the A2 media course and having previous experience on software such as premiere pro, I would be able to have a head start and understand what I was doing. I found that it wasn't as simplistic as I expected and therefor had a set back as I was unsure what online program would allow me to create this. I found that after a large amount of research that 'Canva' was the best option. 

May
As we are presenting the videos on the 2nd May, this time will be spent ensuring that I have included all the relevant information.