Short films that are broadcast on television have always been a major element of campaign productions. You have already presented some campaign adverts that you found effective. In todays session we will be looking at these types of films and investigating their impact. Here are two short films that were found to be very effective, one is for the activist group ‘Plane Stupid’ and the other for the more mainstream charity ‘Barnardos’.

Above: Plane Stupid – Polar Bears

Above: Barnardos – Life Story

In terms of your campaign film you need to be considering 3 main headings:

1. Content – Breakdown and describe the content of the film: it’s genre, style, production values and so on. What are you trying to say and what methods will you use?

2. Strategy – Who is the film for? What are the aims of the film in relation to the clients campaign?

3. Impact – What is the intended reaction to the film and what will it’s residue be? Quantify the audience and the scope of its cultural, political and social impact.

In the session we will consider how the headings of content, strategy and impact apply to the productions that you are planning.