Statment of Intent 

My documentary advertisement will make sure to follow all guidelines set out by the ASA. For example, it will have no excessive gore or nudity and will not contain generally offensive content that will be seen by my audience. This is important as this advertisement would appear as a billboard and any offensive or displeasing content may push away future audiences. My billboard will follow all rules surrounding certain products such as alcohol and foods meaning that any billboards involving alcohol will not promote it to under 18s or glorify the consumption of alcohol. As the topics discussed in the documentary may be upsetting to younger audiences due to the graphic nature of discussion, my program will be broadcast during the TV Watershed, meaning only between the hours of 9PM and 5AM.  

For the show to be successful with audiences, it must be portrayed in an interesting and educational way to catch their attention, ensure the highest viewer retention and have the best response. I will do this by creating an air of mystery around the main suspect in the posters; by not fully revealing their face and shrouding them in shadows, it will leave the audience guessing and therefore wanting more out of the series. Additionally, I will ensure the posters feature interesting and semi-accurate investigation techniques.  

My posters will appeal towards an audience of 16–25-year-olds who show an interest in groundbreaking documentaries. I will appeal to this audience by featuring main characters in that age bracket, which will help to let the audience relate to the main characters, making them want to engage with the content. Additionally, the true crime elements of the billboards will make it exciting to this audience as crime documentaries and dramas are a very popular genre for this age bracket. BBC Three, which is the platform that would host my documentary, is primarily catered towards a younger audience, focusing on people around 16-34, making it the perfect program to stream my documentary as it’ll fit in with many shows already playing on BBC Three.  

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