
Unit 4: Creative Media Management Project
Task 1: Ideas
Charity: SPCA
Mindmap idea

Idea #1
A story about 1 specific dog and talking about its life.
Idea #2
A statistical video about my charity showing facts and figures.
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Idea #3
A happy video talking about activities with pets.​​
Idea Development
Moodboard

Sample mock script
Idea #1
Voiceover
This is [dogs name], he/she is living in a small cage with his brothers and sisters. He/She and his siblings is only fed once a day and compared to his siblings, [dog name] receives the least attention from his/her owner.
[dog name] has
If you wanted to help [dog owner], call SPCA and that dog will given to other family
Idea #2
Voiceover
This is the Society for the Prevention of Cruelty to Animals, also shortened to SPCA. For the past 95 years, they’ve been helping animals and protecting them from animal cruelty. They’ve been giving thousands of rescued animals to people who wanted to adopt them because those animal owners also wanted to help those endangered animals.
They have given homes to unloved animals for about 2000 animals each year. But, 5 times that amount has been slain at the same time. Ouch!
Idea #3
Dog owner
Me and [dog name] has really bonded, before i’ve adopted him/her from SPCA. [dog name] had a painful childhood.
Every weekends, whenever I have time, I always take [dog name] out for a walk. I can feel the closeness we’ve had.
Final Idea
After developing my ideas and taken accountable factors into consideration, I decided to use idea #3 because I feel like using this idea can get everyone watching it and not get scared by it. I also feel like using this idea is the most realistic idea and something I can do. However, I can merge the idea together so that I can make my video more informative and to make my video more relatable to the SPCA. Therefore, I would choose idea #2 as well because it’s informative. Idea #1 is the least practical because it might get sad and graphical which is not what I want my audience to see. Finally, the final idea will be: A statistical video talking about SPCA and shows the nostalgic of adopting a pet.
Constraints
Time:
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A constraint that could happen in terms of time is that I need to make sure that my video is not too long or go overboard; I also need to make sure that my video is on topic.
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Another constraint that could happen in terms of time is the time to produce my video, I need to plan my time and use them wisely.
Cost:
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A constraint that could happen in terms of cost is the cost of equipments. If I break any borrowed equipments, I need to pay therefore, I need to be careful when handling with equipments.
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Another constraints that could happen in terms of cost is since I have a low budget, I need to consider what I can do with a low budget and what can I do realistic in my video. However, travel cost would not be a problem.
Personnel:
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A constraint that could happen in terms of personnel is the permission I need if I need to film, I need to ask SPCA and have their permission if I want to film them.
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Another constraint that could happen in terms of personnel is the choice of actors in my video. It is not a major problem because I will be using pets most of the time in the production will use a minimal number of actors in my video.
Resource:
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A constraint that could happen in terms of resources is that dogs could bite me or not listen to me. So I would want to reward them if I manage to get them filmed.
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Another constraint that could happen in terms of resource is that I need to be careful when handling equipments I plan to use for my video.
Legal and ethical consideration:
When filming, I have to consider weather filming something or my action is legal and ethical or not and weather I’m breaking the law or not. The following things I need to consider:
Privacy:
Privacy is when something or someone is not to be disturb by the public’s attention.
When making my video, I have to understand which information regarding SPCA can I use and which information can’t I use so that I can respect SPCA’s privacy. I also have to keep a low profile when filming and make sure that I don’t draw too much attention.
Libel law:
Libel law is a law where people must not make anything that will be shown to public that will offend someone or something unless they have permission to.
I must make sure that in my video, It will not offend anybody and offend pets I’m using for my video. I will have to be careful of what to include in my video and what not to include. I also need to make sure that my video does not harm the reputation of SPCA.
Race discrimination law:
Race discrimination law is a law where everyone must obey, they must not discriminate others based on gender, race, religion, language or any other ethnicity. This protects everyone from being assaulted.
Dogs can be distinguished by breed and gender. When filming (and even off filming), there’s no particular dogs to choose and must not abuse dogs. I also need to prevent other dogs from raping each other unless they are desexed.
Data protection:
Data protection is an ordinance where it is possible to find out the identity someone within the data where it is accessible by everyone. It is unethical to hack into someones information because the owner has does not have your permission to use that information.
In my video, I should make sure that when I am filming, everyone can access the information I use by referencing them. I should also make sure that I include some information about SPCA because it is my chosen charity.
Freedom of information:
Freedom of information is an act where people can use whatever information available in the internet and accessible by everyone.
In my video, I will use whatever information I can access regarding SPCA and will not use any information illegally found in my video.
Codes of practice:
Codes of practice is where you ensure that the production stage runs smoothly. You also need to make sure that you have a plan for everything and that you have booked any resource you plan to use. This is where the pre-production stage comes in.
When filming, I need to know at all times what I am doing and what contingency plan to do I have. I also need to make sure that my pre-production plans are going accordingly and is up to standard.
Copyright:
Copyright is where legal right where if there’s a copyright sign © on someone’s work, it is okay to copy that person's work. Otherwise, there could be legal complications.
I will have to follow the copyright law. If I’m going to use information I get from SPCA, I need to either find out if the information is copyright or not or reference my information so that the audience knows where I get my information from. I will also need to consider weather others can copy my work, If I don’t mind other borrowing my work I can put the copyright sign in my video.
Health and safety issues:
In regards to health and safety issue, I will have to look out for pets safety as well as people in my video’s safety. If my actors or pets I’m going to use is not in a healthy condition to film, I will need to find a replacement to fill in that role. When filming, at all times I will need to be aware of my and others surroundings. If I neglect my actors and pets health and safety, I will have to be responsible for the damage. To make sure prevent any accident happening, I will have to fill in a risk assessment form and a contingency plan so that I will know what will happen whenever a hazard happens.
Audience research
I need to be able to identify my target audience and find out more about them so that I can make sure the my promotional video can target my audience and be able to meet their needs or meet their animals needs since my video will be about SPCA, I should include animals.
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My target audience’s demographics would be living in Hong Kong because my charity choice (SPCA) is based in Hong Kong. My target audience can either be a male or a female. They would be working in a lower middle class or above because they will earn a mid to high income where they are able to afford basic assessity needs for an animal (like animal food, vaccination fees or animal toys). The age of my target audience should be open because since I’m promoting the SPCA, I want the age of my target as open as possible.
My target audience psychographics would be my target audience should own a pet. Their personality and interest would be caring and patient towards other animals; they might not know anything about raising animals. My target audiences likes and dislikes would be likes: animals but his/her dislikes would be seeing animals being abused or abandoned.
When making my video, my target audience would probably like their video to not be graphical so that I can get my message to everyone and there won’t be any problems about the graphics in my video.