BCAP CODE OF CONDUCT

500 words

5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled.

Our campaign will be using offensive words that isn’t suitable for children therefore it will be aired after 9pm, when children will be sleeping.The campaign will not be viewed on children’s channels because it could distress children. This campaign is aimed for teenagers and above because it is an educational advert that will be showing the audience how wrong bullying is.

5.2 Advertisements must not condone, encourage or unreasonably feature behavior 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 behavior.

There won’t be any racist or offensive scenes in this campaign because we are setting an example to the viewers. Our main target is to make sure everyone feels equal. Even though our campaign is not aimed at children to watch, we will strictly make sure that if children do watch it they will not condone/encourage children to talk to strangers or any other risky and dangerous behavior. This advert is recommended for older children and young adults because the use of language that will be used in this campaign isn't suitable for younger children as the scenes will be to implicit and explicit for them.

5.4 Advertisements must not condone or encourage bullying.

This is an educational campaign; we are not trying to encourage children bullying we are trying to stop it so that we can help main targets of bullying and try to make the world a better place. Our campaign is aimed from the ages 13 and over. The actors we are using are over the age of 16-17.

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. Compliance will be judged on the context, medium, audience, product and prevailing standards. Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.

Our marketing communications will not contain anything that is likely to cause serious or widespread offense, we will be avoiding causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Our advert is there to persuade people to stop bullying; therefore explicit or implicit language used in this campaign. We will insure that our campaign will make no offense to viewers. Because this is a sensitive subjects, we will put into consideration on the viewers feelings and try to be considerate as we can. We will try and not make our campaign distasteful by doing this we will be assessing any offense seriously. 

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.

Our advert may cause fear or distress because viewers that are watching might feel emotional due to familiar or similar experiences of bullying. Our scenes involve fighting scenes as we are portraying stereotypical bullying that is usually occur at school e.g. in the school toilets. Our advert will be not be showing shocking claim or image merely to attract attention such as; guns/knifes or suicidal scenes, therefore it will not cause commotion towards audiences and will not encourage anyone at any age to contribute those images.

4.4 Marketing communications must contain nothing that is likely to condone or encourage violence or anti-social behavior.

Our advert communications does not condone or encourage violence or anti-social behavior this is because our advert is trying to support stopping bullying and by doing that we are showing the audience how wrong bullying is. Our campaign does show fight scenes but it isn't too explicit or implicit. As we are trying to support victims that have been bullied over the years, we will also include contact numbers that people can call when they need help and/or support.