Legal and Moral.

BCAP Codes of conduct.

Legal, moral and ethical.

As our chosen charity is ChildLine, there are many Issues we may face with our campaign. As a group we must make sure that our campaign video addresses the message clearly without any backfires and make sure that the content we want to show is suitable for our target and secondary audience as they could also be watching. We also need to make sure that young children don’t act out what they see (misleading). We have to make sure that our campaign doesn’t lead to or cause physical, mental or emotional harm to anyone under the age of 18 specifically young children and teenagers under 15.

The rule that applies to this is: 4.1 Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age.

As we plan to use flashing lights, we need to make sure that they aren’t too bright and don’t affect people who have epilepsy.  4.7 Marketers must take particular care not to include in their marketing communications visual effects or techniques that are likely to adversely affect members of the public with photosensitive epilepsy.

We should have a diverse cast and a mixture of boys and girls so we don’t make it seem like it is an attack to a certain race or make it seem like we are portraying a certain race as something bad so it appeals to everyone within the target audience in some way. We need to make sure that all of the content we show does not  offend any religious beliefs or cultures and aren’t doing anything that could be seen as a racist attack.

Because our charity is based on children, we won’t use explicit language as they can pick young children to follow and behave antisocially. our target audience are children so we must not portray them in a sexual way or present any sexual behaviour to them to keep them safe.

This is one of the most important rules that we want to follow. 5.2 Advertisements must not condone, encourage or unreasonably feature behaviour that could be dangerous for children to emulate. Advertisements must not implicitly or explicitly discredit established safety guidelines. Advertisements must not condone, encourage or feature children going off alone or with strangers. This rule is not intended to prevent advertisements that inform children about dangers or risks associated with potentially harmful behaviour.

We need to follow this rule so that we don’t scare any of the children or making them over think and stress out. 4.2 Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention.

We also need to make sure that we don’t use anyone else’s identity without ask them for permission. 3.4.2 The identity (for example, a trading name) and geographical address of the marketer and any other trader on whose behalf the marketer is acting.