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  • 1. Social Action and Community Media Existing Product Research
  • 2. Case Study: (campaign/organisation name) Purpose: The highlight of this advert is to raise awareness to the importance of dog safety. The adverts purpose is to change attitudes that see many dogs treated with neglect. As the advert states many owners see it to be acceptable to leave the dogs in a car if only “just for a minute”, the adverts purpose is to implement the rule that leaving dogs in cars is absolutely wrong, the campaign hopes to raise this issue on a local, national and eventually, global scale. Aim: The aim is to change attitudes worldwide and change the belief that animals do not suffer as much as humans. It is to be considered that a lot of people are simply unaware of these dangers to dogs. Raising awareness could help increase the amount of people who know of this danger. Another aim could be to create access to media production for a non-traditional group. Dogs, like many other animals are subject to conditions that would cause uproar if experience by a human. Creative Media Production 2012 2
  • 3. Case Study: (campaign/organisation name) Techniques: The advert uses a large picture of a dog in an oven to show a representation of the heat they face locked in cars. As well as this black is a colour that features prominently and ties in with the subjects morbid topic. In the picture that dog is looking directly towards the photographer, this will provide eye contact with the reader and a possible feeling of guilt and sorrow for the dog. The large font draws the reader in and makes them pose the question, what is the same thing? The line that follows is smaller in size, meaning readers may need to look more carefully at the picture and so gain the possibility of properly processing the information, taking on it‟s meaning and acting on it. Creative Media Production 2012 3
  • 4. Case Study: (campaign/organisation name) Impact: Evidence of any change being brought about through projects using words and or graphics. Suspected owners are now being taken to court, this shows a changing attitude in society, who no longer turn a blind eye to this subject matter. The RSPCA now annually receives 6,000 calls from members of the public who are concerned about the safety and welfare of dog‟s in cars. Creative Media Production 2012 4
  • 5. Case Study: (campaign/organisation name) Purpose: The purpose of the „End Poverty 2015‟ campaign is to raise awareness and bring about change on a local, national and global stage. The campaign also helps to build relationship with nations subjected with poverty and those without poverty in to create community ties between nations and make it easier to eradicate poverty. The campaign also has the purpose to provide information by directing people to research the millennium goals, which show what progress is being made on ending poverty. Aims: The aim as the title states is to end poverty by 2015. The campaign draws attention to the „Millennium Development Goals‟, these goals show the effort currently being made to help end poverty by 2015 and the ways the campaign aims to do this. These goals contain eight aims to end global poverty these are: eradicate extreme poverty and hunger, achieve universal primary education, promote gender equality and empower women, reduce child mortality, improve maternal health, combat HIV/AIDS, malaria and other diseases. The final two aims are to ensure environmental sustainability and finally to aim for global partnerships for development. Creative Media Production 2012 5
  • 6. Case Study: (campaign/organisation name) Techniques: (You may want to use more than one slide to discuss the techniques used) The poster has the “We Can” seem as if it‟s been drawn on as well as drawing the “0” to look like the earth. These two features are drawn in the same colour, this could be suggest to the audience that “we” represents everyone in the world and can all help to eradicate poverty. The font for the “we can‟‟ also suggests that it‟s just become a realistic possibility that the public can end poverty, as it looks like it has seemingly been added on late in the production of it. Millennium Development Goals has been shown in a different colour. This could be to separate to it from the actual title of the campaign. Creative Media Production 2012 6
  • 7. Case Study: (campaign/organisation name) Impact: Evidence of any change being brought about through projects using words and or graphics. The amount of people who are undernourished in Asia and the Pacific once stood at 739 million, this had number has dropped considerably to 563 million. A large factor in the progress made was the socioeconomic development of many of the countries in this are of the world. These figures provide satisfying results with a 9.8% drop in numbers of people who are undernourished. As well as Asia & the Pacific, their have also been drops in those who can‟t afford enough food in Latin America and the Caribbean. The latest figures from 2010-2012 showed that the figure currently stood at 49 million this is a 16 million less people than the 65 million who were in the same urgent need in 19901992. Creative Media Production 2012 7
  • 8. Case Study: (campaign/organisation name) The purpose of this campaign is to raise awareness to the dangers to chest pains and the necessary precautions in the event of chest pains. The campaign could also be looking to challenge the representation that Men don‟t complain when in pain. “Doubt kills”, this quote and the choice of a middle-aged man for the campaign poster could again point to towards targeting this stereotype. The campaign is also providing the information that any delayed response to seeking help or expert opinion could be fatal. Creative Media Production 2012 8
  • 9. Case Study: (campaign/organisation name) Techniques: The darkened room on the picture is a suitable picture for the topic of the campaign and it showcases the serious nature of not reacting to chest pains immediately. The imagery on the mans chest morphing into a belt symbolises the pressure his body is contending with under the strain of chest pains. Another technique used in the campaign poster is to keep the tagline as simple and as straightforward as possible. Doing this leaves the reader in no doubt of what the campaign is promoting the awareness of. With the tagline being short and simple it will mean it is memorable to the reader and because of this, effective. Creative Media Production 2012 9
  • 10. Case Study: (campaign/organisation name) Since the British Heart Foundation was founded, the number of deaths due to a heart attack has dropped from 401,117 in 1961 to 216,051 in 2009. Between 2002 and 2010 the death rate in men fell from 78.7 deaths per 100,000 men to 39.2 deaths per 100,000 men. Over the same period there was a drop from 37.3 deaths per 100,000 women 2002 to 17.7 deaths per 100,000 women in 2010. The British Heart Foundation released statistics in 2012 showing that in 2010 just under 30% of people who suffered a heart attack in England died. This is still a great improvement compared to the statistics on the year 2002. These statistics showed that, of those who suffered a heart attack in 2002, 42% of these people died, this is an example of the kind of impact the British Heart Foundation are helping to make with their campaign. Another possible piece of evidence in showcasing the positive impact that the British Heart Foundation have had is the increased prescription of statins. This could possibly show the increase awareness that people have now of heart related problems and how serious they are. In 1981 there were just 295,000 prescriptions issued in England which had increased to 61.6m in 2011, this is evidence of the increased awareness of the seriousness of the Creative Media Production 2012 subject. 10
  • 11. Case Study: (campaign/organisation name) The purpose of this poster is to campaign to win a by-election for the Respect Party. In order to do this the party would need to try and change voting behavior in Bradford West which had been a Labour Party stronghold since 1983, this would then hopefully put an end to the dominant Labour representation.. The purpose was also to raise awareness of the election rally taking part in Bradford and to provide information at this rally. The Respect Party succeeded in their attempts to win this byelection and successfully infiltrated mainstream media in the process which was one of the aims to raise the profile of the political party. Creative Media Production 2012 11
  • 12. Case Study: (campaign/organisation name) Techniques: With Bradford-West having a very large Asian community, the campaign poster uses the green colour of Pakistan as well as the crescent moon shape which is represented on the flag also. These shades of red and green are also ones that can be related to the Arabic tradition. The poster also involves an electoral ballot paper slip for George Galloway, it as been made to look like it has just been ripped off and stuck on, leaving a memorable piece of information on the poster which looks separated from the rest. Another technique the poster has used is to include Social Media information. This could entice younger readers to look up the Party online as well as spread the information through their contact networks. Creative Media Production 2012 12
  • 13. The campaign poster a large impact as the Respect party went on to win the by-election in a constituency held by Labour for the previous 29 years. Voting behavior was successfully changed, mainstream media was infiltrated and the campaign put an end to the dominant representation of the past 29 years.