1. Social Action and Community
Media
Existing Product Research

2. Case Study: (St Mungo’s)
Purpose:
The purposes of this cause it to
were awareness about homeless
people locally, nationally and
globally. Mostly local as local
people are most likely to car more
about people closer to them.
Providing information may
change the opinion on
homelessness causing people to
realise how much of an issue it
actually is.
Aims:
They aim to help the homeless by
creating relationships with them
and rehoming them. Donations
from the public will help for them
to achieve this which is why they
need to campaign and advertise.
2Creative Media Production 2012

3. Techniques:
In the top image, the woman in the image used to be
homeless but St Mungo’s has helped her get her own
house (The building she is sat outside of). It is clear that
she has completely changed for the better and her life is
back on track.
The contrast between the two images, the black and
white one she is holding and the rest of the image, also
represent the contrast between her life. Before it was
black and white, quite depressing. Then she was helped
and her life is a load better, brighter and colourful.
The bottom image is taken from the website. It is used as
a banner across the top of the ‘our services’ page. The
picture represents the happiness you can give someone
simply by helping them recover their lives. Having the
woman next to him talking, or even the cup of tea in his
hand helps to show the kind of things they do for these
people. Even the smallest of things mean so much.
3Creative Media Production 2012
Case Study: (St Mungo’s)

4. Impact:
St Mongo’s numbers:
Housing - we provide accommodation for around 1,700 people in a mix of housing projects
from emergency hostels to supported housing to semi-independent homes for people with
complex needs. One innovative new project is The Lodge.
Health - we supported thousands of clients last year with their mental health and substance
use needs. Our LifeWorks A4 4pp April 2011 briefing explains about one ground-breaking
psychotherapy service, while we've also highlighted the importance of improving hospital
discharge procedures.
Work - our Skills and Employment team support people in finding
employment, training, further education volunteering and in taking up a range of other
activities.
http://www.mungos.org/news/facts_for_journalists
Governments statsitics:
the most common action taken to prevent or relieve homelessness was the use of landlord
incentive schemes to secure private rented sector accommodation; in 2012 to 2013, 26,200
cases (13%) were assisted in obtaining alternative accommodation this way, though this was
a decrease of 5% compared to 2011 to 2012
https://www.gov.uk/government/publications/homelessness-prevention-and-relief-
england-2012-to-2013
4Creative Media Production 2012
Case Study: (St Mungo’s)

5. Case Study: (Cancer Research)
Purpose:
It brings awareness to the fact
that cancer is still around. We are
finding so many cures for so
many other diseases yet cancer
is still a major problem. Pointing
this out could create relationships
with subjects as a lot of people
are effected by cancer on know
the fear it brings.
Aims:
Their aim is to raise money for
research. Research that helps to
find a cure for cancer.
5Creative Media Production 2012

6. Techniques:
The simplicity of the advert portrays how simple it is to
donate to the cause. Donations means research and
research means a cure. It’s as simple as that and the
campaign helps to show this.
The big, bold copy helps it stand out. It draws in attention
which is essential when campaigning. The words they
have chosen create a statement that really makes the
public think. It gives a fighter attitude and helps make you
think cancer can be beat.
After the statement has caught your eye they go on and
tell you that one day cancer will be a thing of the past but
they need your help to make that day come.
Most people have affected by cancer one way or the other
so using ‘All of us V Cancer’ on the poster, bottom
right, involves the person reading it. It makes relations
making it more likely for people to donate.
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Case Study: (Cancer Research)

7. Impact: Although cancer research wasn’t formed until 2002, the two
companies who have merged together have been trying to find a cure
since 1902. Over 100 years later and still no cure found but rates of deaths
have gone down considerably.
Cancer rates from 1902 to 1959
Thanks to improved public health and vaccination - discounting the devastating impact of two
World Wars - life expectancy rose through the first half of the 20th century. Because the risk
of cancer increases with age, cancer rates also rose.
Due to a lack of refrigeration and poor living conditions, stomach cancer was relatively
common and claimed many lives. Since the 1950s, death rates have fallen consistently from
around 45 deaths in every 100,000 men in 1950 to around 9 today, while rates in women
have fallen from 25 to only 4 in every 100,000.
2000-Present
Today more than 300,000 people are newly diagnosed with cancer each year. The overall
cancer death rate continues to fall but cancer still causes one in four deaths every year.
http://www.cancerresearchuk.org/cancer-info/cancerandresearch/progress/
7Creative Media Production 2012
Case Study: (Cancer Research)

8. Case Study: (FckH8)
Purpose:
Fck8 wants to bring global
change. To achieve this it also
needs to change attitudes, raise
awareness, challenge dominant
representations and agendas.
Having these campaigns can
create or strengthen community
ties and build relationships with
subjects.
Aims:
Their aim is to legalize love. They
want to get rid of all homophobia
so everyone is accepted.
8Creative Media Production 2012

9. Techniques:
Since other gay right campaigns haven’t been very effective FckH8 was
decided to use the shock factor to get noticed. They use a lot of swear
words. In some of their videos they have small children swear too which
catches the attention of a lot of people. However, they have gotten a lot of
negative comments about the matter. People who support the campaign
understand that they use this for effect and defend them. The controversy is
helping them get into the mainstream which is exactly what they want.
The bright colours reflect the campness of the campaign. They have made it
camp to take the mick out of peoples assumptions of homosexual
community.
9Creative Media Production 2012
Case Study: (FckH8)

10. The use of text language (H8) targets youth. They are more open to support
the movement. It also makes the campaign different and more quirky.
However, this excludes the older generation, which are the people who need
to have their minds changed.
They use homosexual, transgender and straight people on their videos to
help it apply to more people. It also shows that you don’t have to be gay to
support the cause.
At first they used a lot of youtubers in their videos, both gay and straight, the
growth of youtube has helped them. Youtube is mostly watched by younger
people, ie teenagers, which appears to be their target auidence.
The use of youtubers has led to celebrities being a part of the campaign, like
Jamie Lynch from glee. Celebrities are a good way to get on the telly or into
the mainstream. Patti Stanger is a TV personality, The Millionaire
Matchmaker, and on her show they follow her to a photoshoot for FckH8
which was good advertisement for the campaign.
Case Study: (FckH8)

11. Impact:
FckH8 hasn’t been round for a while but there is no doubt that they helped
to legalize same sex marriage and convert many countries into supporting
gays.
11http://en.wikipedia.org/wiki/LGBT_rights_by_country_or_territory
Case Study: (FckH8)

12. The three I have looked at are very different. Cancer research is a well known
organisation, this means simply putting it’s logo or colour scheme on a poster would let the
public know it was for their charity. FckH8 has to clearly state who they are while St Mungo’s
seems to stick it in the corner of the poster.
One thing that makes FckH8 different is that most of their campaigning is via videos. This is
again because youtube is very big at the moment and they get a lot of views due to this.
Cancer Research uses events to get most of its custom. Events like walks and runs, most
famously The Race For Life. These type of events need good advertisement or they won’t
work. They use the website to do this but they also use it to get most of their donations. At
the top of the page is a donate button which is rather large and eye catching. St Mungo’s
donations page is the only link with a green box around it which makes it stand out.
FckH8.com is basically a shop so there is no donate button, you buy products and profits go
to helping out protests or campaigning more.
All three have social networking links, however St Mungo’s is the only one who has put them
at the bottom of the page. I think this is the best way as the reader can read the information
first, search the site and then click on the links. Although the social networking sites will have
information on them too the site is a better place to have the public as they can then donate
easier.
Each poster is simple. All three are very minimalistic and get straight to the point. You don’t
want to fill the advert with nothing to do with the cause or it will confuse the public. The same
with beating around the bush, your audience won’t know what you want them to do and they
will ignore the poster.
12Creative Media Production 2012
Comparison

13. Case Study: (NSPCC vs. Barnardos)
Both charities aim to do the same thing, help children who need it.
However, their campaigns are very different. NSPCC seem to care more
about people knowing that it is their advert first before people get real
chance to realise what it is for. The picture of the rabbit is the first thing to
catch your eye. The reader then wants to know what the picture is about so
their eyes travel to the top left. Seeing NSPCC and their slogan do allow for
the public to know it is about child abuse as they are a well known charity
but the statement that makes people think should be at the top of the page.
Get the audience thinking straight away. Barnardos is set out perfectly. The
image is the eye catcher, the eye then goes to the statement, down to the
plea and then to the organisation.
13Creative Media Production 2012

14. The use of images on both campaigns are a good choice. They both clearly
relate to children. NSPCC’s use of a stuffed teddy deducts points away from
the shock factor that is needed on this subject. Most people don’t realise how
bad child abuse can get. However, the use of an actual child would have been
traumatic. The statement that goes along with the image is what gets the
audience thinking. ‘Real children can’t be fixed.’ Suddenly the public are
picturing the bunny as a child. This distresses them. Knowing that children are
actually treated this way persuades people to donate and help them out.
Barnardos use the sympathy technique too. The small child in the poster is
something for the public to relate to, not in the sense that they were abused
too but they sympathise for the child. The statements make you feel even
more sorry for him, ‘please don’t turn away from me’, it also guilt trips you. If
you see the ad and don’t donate then it is like you are turning away from the
boy. The statement is meant to be a quote from you, he is begging you not to
ignore him which makes you want to donate.
Overall both posters are effective. The darkness in NSPCC’s portray the type
of situation while Barnardos tries to focus on making the poster more realistic
in a street setting. Neither of them use the shock factor as that can be risky
and backfire.