Cover lesson · Digital Technology · Year 11 · Advanced
LNF: Literacy → Writing → Planning and organising for different purposes, audiences and context
Name: Class: Date:
What this practises: writing for a target audience and purpose in Digital Technology. Pupils analyse two social media posts, plan for two audiences, write a short evidence-based platform recommendation and a 30-second video script, then adapt the script for a second audience. This is the writing in GCSE Digital Technology Unit 3, Sections 3.2.1 and 3.2.2: a digital marketing campaign document with a recommendation, and copy for a marketing video that suits the audience and platform. Practice only with an invented client, not NEA work. Pupils must not work on their own Unit 3 brief in this lesson.
Print: this sheet, one per pupil, and the stimulus sheet “Beics y Bont: one business, two audiences”, one between two. No calculators or computers are needed.
Run: 6 min Step 1, the brief · 8 min Step 2, comparing posts · 10 min Step 3, planning · 10 min Step 4, the recommendation · 15 min Step 5, the video script · 3 min Step 6, proofreading · 3 min success criteria. Total 55 minutes.
Collect: this sheet. The worked example has model answers for every step. Pupils may recommend Instagram or TikTok for the young riders: what matters is that the choice is backed by the survey.
The same business can need very different writing for different people. A parent wants to feel reassured; a young rider wants to feel excited. Today you will read a client brief, plan for two audiences, and write campaign copy that suits each one. Every choice you make should come from the evidence in the brief.
Read sections 1 to 3 of the stimulus. Fill in the grid.
| Audience A: families | Audience B: young riders | |
|---|---|---|
| Purpose: what should they do? | ||
| Best platform, from the survey | ||
| What worries or matters to them most (quote) |
Read Post 1 and Post 2 in section 4. Use the features in section 5.
| Feature | Post 1 (Beics y Bont) | Post 2 (Wal Ddringo Tawe) |
|---|---|---|
| Hook | ||
| Direct address | ||
| Tone | ||
| Specific detail | ||
| Call to action |
(b) Find three words or phrases in Post 1 that sound too formal for social media. Write a plainer version of each.
| Audience A: families | Audience B: young riders | |
|---|---|---|
| Key message in one sentence | ||
| Tone (two adjectives) | ||
| Three details they care about | ||
| Hook | ||
| Call to action |
Write Rhodri a paragraph of about 80 words recommending one platform for Audience B. This is for the business owner, so use a clear, formal tone. Organise it in four parts:
(a) Write the voiceover for a 30-second video for Audience A: families. Aim for 65 to 80 words. Include a hook, direct address, at least three specific details and a call to action. Count your words when you finish.
(b) Now adapt your script for Audience B: young riders. Rewrite the hook, change at least three details, and rewrite the call to action. Keep it to about 75 words.
(c) Explain two changes you made between (a) and (b), and why each suits the new audience.
Read your recommendation and both scripts again. Tick each one when you have checked it.