A social condition becomes a social issue if the public perceives it to be one and if the government wishes to highlight it as one. Most agrees that social issues are essentially social phenomena that are undesired by society and believed to be changeable by human intervention. Theft is among the common social issues that is still prevalent in Brunei despite its low rate, updated as of August 2016, as stated in the numbeo.com website. In the Borneo Bulletin on 15th January 2015, the headline read "Crime going up with inflation" where the statistics provided by the Royal Brunei Police Force (RBPF) indicates that theft incidents in 2014 were 1,924 and in the previous years of 2013 and 2010, there were 2,755 and 1,650 respectively.
It was reported that “Teenage Criminals on the Rise in Brunei” where youth offenders aged 18 and below, mostly unemployed locals and habitual offenders, are on the rise every year. Theft was among the top offences when 1,052 cases were reported. This was in the Borneo Bulletin on 18th February 2005. In a Borneo Bulletin article on 12th August 2003 headlined “Royal Call for an End to Youth Offending”, Her Majesty the Queen, Raja Isteri Pengiran Anak Hajah Saleha suggested to foster a caring attitude towards the young would help to combat social issues among Brunei youths.
Due to the numbers rising, these signify that the current campaigns were not effective. In the modern world of today, people spend most of their time on social media. Therefore, awareness through social media would be the key in getting the message through about stealing.
For my emotional advert, I decided to keep things simple by introducing a guitarist playing an emotional sad tune while his precious belongings in front of him disappear one by one. This is to show that the guitarist is having a moment in his life but his belongings are being stolen from him without him even notice. Stealing can happen anytime without with our consent which is the reason for this approach. I want to invoke an emotion of sadness and curiosity among the viewers.
I chose Fuji F125 Kodak 2393 for the colour grading of my video to give vibrancies in colour to go with the overall emotion.
