Legal and moral

Code of conduct (BCAP)

There may be many threats in our campaign (ChildLine). As our campaign is based on children we must make sure that children under the age of 16 are able to watch this so that it is suitable for them to watch it as an advertisement therefore there will be no foul language as it is directed to children under the age of 16 as well as teenagers. The message must also be clear within letting child know that they do not do the opposite of what we are trying to tell them for example;

• “Advertisement must not condone, encourage or feature children going off alone or with strangers.”
• “Advertisements must not condone or encourage bullying.”
• “Advertisements must not portray or represent children in a sexual way”
• “Child actors may feature in advertisements but care must be taken to ensure that those advertisements neither mislead nor exploit children's inexperience, credulity or sense of loyalty.”

Since the advertisement will be presented on a television or YouTube we will make sure that any special effects or techniques do not affect the target audience. People with medical issues such as epilepsy should be able to view the advert without any problems therefore although it may contain some flashing images we will make that known in the beginning of our advert and make the flashes not as strong (dimmed). The volume must also not be too loud making viewers have to turn down the volume in addition to that we will measure the loudness making sure that it will be suitable to watch and not affect viewers who may suffer from ear aches or causes annoyance. The content will not condone the audience with distress or fear or encourage any anti-social and violence.

We will also make sure there is no racial abuse or it is not prejudicial/stereotypical. Since the characters seem to all be of the same race we will try and add more characters who will be of a different race than the current ones we will use at the moment.

• “Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission to allow it.”

We will not identify specific people in our campaign advertisement due to the fact we may offend or give a bias opinion based on this person. At the end of our advertisement there should be contact info that anyone will be able to contact apart from the ChildLine telephone number which people would be able to contact if they feel the need to contact us if we have any how offended someone during this advertisement.

• “References to anyone who is dead must be handled with particular care to avoid causing offence or distress.”

If we would wish to make the campaign almost like a memorial to someone who has passed away we must ask for consent from family members before we can go ahead with the film making otherwise we may cause the audience to feel distressed or upset during certain scenes.




Improved version:

Code of conduct (BCAP)

Our message within the campaign must not be misleading and we must stick to BCAP and ASA to make sure we do not offend or harm any viewers.

• “Advertisements must not condone or encourage bullying.”

As our campaign is directed towards children who may be bullied we will make sure that the message within the storylines do not encourage bullying therefore we will have to ask our target audience for feedback within each storyline to make sure there is no message encouraging bullying. If there is sign of a misleading message we shall discount that storyline and change the story.

• “Advertisements must not portray or represent children in a sexual way”

There may be many threats in our campaign (ChildLine). As our campaign is based on children we must make sure that children under the age of 16 are able to watch this so that it is suitable for them to watch it as an advertisement therefore there will be no foul language or sexual content as it is directed to children under the age of 16 as well as teenagers.

• “Child actors may feature in advertisements but care must be taken to ensure that those advertisements neither mislead nor exploit children's inexperience, credulity or sense of loyalty.”

Any child actor being used within the campaign must not act as if they are losing their sense of innocence no matter the current storyline as this may harm the child. If there is any sign of exploitation the storyline will not occur during the campaign as it may offend many adults.

•  “Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission to allow it.”

We will not identify specific people in our campaign advertisement due to the fact we may offend or give a bias opinion based on this person. At the end of our advertisement there should be contact info that anyone will be able to contact apart from the ChildLine telephone number which people would be able to contact if they feel the need to contact us if we have any how offended someone during this advertisement. We will also make sure there is no racial abuse or it is not prejudicial/stereotypical. Since the characters seem to all be of the same race we will try and add more characters who will be of a different race than the current ones we will use at the moment.

• “References to anyone who is dead must be handled with particular care to avoid causing offence or distress.”

If we would wish to make the campaign almost like a memorial to someone who has passed away we must ask for consent from family members before we can go ahead with the film making otherwise we may cause the audience to feel distressed or upset during certain scenes.

Since the advertisement will be presented on a television or YouTube we will make sure that any special effects or techniques do not affect the target audience. People with medical issues such as epilepsy should be able to view the advert without any problems therefore although it may contain some flashing images we will make that known in the beginning of our advert and make the flashes not as strong (dimmed). The volume must also not be too loud making viewers have to turn down the volume in addition to that we will measure the loudness making sure that it will be suitable to watch and not affect viewers who may suffer from ear aches or causes annoyance. The content will not condone the audience with distress or fear or encourage any anti-social and violence.