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Research into existing charities


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  • 1. Social Action and Community Media Existing Product Research
  • 2. Case Study: (Live below the line/Unicef) Purpose: Live Below the Line is a campaign set up by Unicef that is changing the way people think about poverty and world hunger by challenging participants to live on the equivalent of people who are living in extreme poverty by spending £1 a day on food for 5 days. Aims: The aim of this campaign is to help people experience how hard it is to live with limited food and hopefully get more people to help and donate. 2Creative Media Production 2012
  • 3. Techniques: The techniques used in these adverts reflect two meanings to the campaign, while the first advert is dark and the words insist people to join in with the campaign, the second advert is bright and more welcoming. The first advert used the colour black a lot which suggests to the audience that it is advertising a bad issue straight away, the words dare to are in a brighter colour to catch the audiences’ eye, these words also challenge the audience to join in. Including a child in the poster mixes innocence into the message, by using an innocent image to bring across a serious message can have a big impact on the audience as they feels sympathy for the innocent image and feel the need to help. They have also used large text that can be read from a distance and it is clear and bold, they have also used a minimal amount of writing so that people can read it without having to stop and read. 3Creative Media Production 2012 Case Study: (Live below the line/Unicef)
  • 4. Techniques: The second advert is brighter and looks a little more inviting and friendly compared to the first image. Again they have used an innocent image and mixed it with a serious statement which almost toys with the audiences emotions. The image used shows the conditions that people have to live in in third world countries, again they have used children to make the audience feel sympathy and feel the need to help and get involved with the charity. They have used more inviting words in this advert by saying Join which gives the audience a choice and welcomes them into a community. This advert also gives the challenge in a few simple words making it easy for the audience to read quickly and make their mind up and if they wanted more information they could go to the website that unfortunately is not stated on this advert. 4Creative Media Production 2012 Case Study: (Live below the line/Unicef)
  • 5. Impact: Evidence of any change being brought about through projects using words and or graphics. 5Creative Media Production 2012 Case Study: (Live below the line/Unicef) Live Below the Line 2013 has now closed This year, together with 5,500 people across the UK, you helped Live Below the Line raise nearly £1m for anti-poverty projects right across the world, money vital to ending extreme poverty, to making people healthier, more educated and more equal. thankyou The Live below the line challenge usually brings about a few millions of pounds and dollars when the challenge is over, the way money is donated works by people who are not involved with the challenge supporting people who are by donating money to them and sponsoring them. The money is then spent on providing food for people who are living in poverty and who cannot afford to feed themselves and their families. This charity isn’t just based on people in third world countries but it also focuses on homeless people in the UK and Ireland. The challenge also gives participants the experience of how it is to live everyday life in poor nutritional conditions. In modern day life we take food for granted and it is easy for us to reach into our cupboards, go to the shop or even go to cafes and restaurants for food when we want, this challenge helps people o realise how lucky we are and often people realise they do not need to consume a large amount of food everyday and rather spending their money on food and restaurants they can donate their money to Unicef or any other charity.
  • 6. Case Study: (McCruelty/Peta) Purpose: The purpose for Petas McCruelty campaign is to stop McDonalds slaughter houses from using outdated and old fashioned methods of slaughter which results in extreme and unneeded suffering for the animals involved. Aims: The aim is to stop this unnecessary torture to animals who are being slaughter for food. Another aim is to inform people who buy and eat McDonalds of what they are actually eating and what is happening to their food before it is made into meat. 6Creative Media Production 2012
  • 7. Techniques: This advert uses a variety of techniques, some of which are very clear while others are a subliminal message. They have used the technique of adding an innocent image that is associated with children which is the McDonalds mascot, Ronald McDonald, he is the face of McDonalds and they have also used him because the public will recognize straight away who he is and what the advert is about, they have used the innocent image of the clown mascot and tied it in with a scarier image to reflect the message that McDonalds is an evil company and they are different from what they appear to be. They have used a bright colour on this advert to make it stand out, it also is the yellow colour that McDonalds use in their golden arches logo, this colour will attract the attention of the audience because it is so bright and bold. They have also included play on words as a slogan in the text, they have used the words McCruelty which is a play on word of McDonalds, they have also used I’m Hatin’ it which is similar to the McDonalds slogan which is I’m Lovin’ it. In this advert Peta have also incorporated blood in with the innocent image of the McDonalds clown which also conveys a message of torture and violence, it is also the second main colour that McDonalds use in their logo. Overall this advert is very effective because it is bright which makes it eye catching and it uses a minimal amount of text to put its message across, this way the public and the audience can read the advert quickly without having to stop. 7Creative Media Production 2012 Case Study: (McCruelty/Peta)
  • 8. Impact: Evidence of any change being brought about through projects using words and or graphics. 8Creative Media Production 2012 Case Study: (McCruelty/Peta) Since this campaign was brought about more and more people have been avoiding McDonalds by turning down their products and eating any of their food which is gradually bringing profit down for the company. Throughout the U.S there are protest marches and groups of people who stand outside of McDonalds restaurants with banners and signs hoping to put more customers off and hoping that they will join them in the fight against McDonalds using outdated methods of slaughter. There are also a vast amount of people joining boycott groups who protest in public places with signs and images of the slaughtered animals which are used to cause people to be put off from McDonalds foods. Peta have also brought out a selection of short comic books which show the McDonalds characters using Birdie as nuggets and slaughtering her to use in their food, these comics were initially made to give out to children to put them off McDonalds food if they thought on of the characters had been slaughtered to be put into their food but Peta were getting complaints from parents that the comics were to violent so now they are only available to see on Petas McCruelty website.
  • 9. Case Study: (ChildLine) Purpose: The purpose of Childline is to ensure that young people have the support they need from trained counsellors based around problems ranging from puberty to suicidal thoughts. Young people can call Childline for free of they feel they have nobody to talk to. Aims: The aim of Childline is to support young people with their problems, they offer support to people up to 19 years old. Their main aims are to conquer any problem they are faced with regarding a young persons feelings and safety. 9Creative Media Production 2012
  • 10. Techniques: In this advert ChildLine have used a variety of different techniques to promote their cause, the advert again is very innocent but have a serious meaning and theme attached to it. This advert is focused on Sexual Abuse. The message that it is trying to convey to the public and young people is that nobody should be scared or try to hide their feeling and the fact that they are being sexually abused, the image is of a boy getting his photo taken which straight away suggests to the public that boys are also sexually harassed as there is a stigma attached to sexual abuse that only girls are victimized. There is also another boy behind him who has a sad expression on his face, this is reflecting the boys inner emotions, the second face is darker suggesting that is in the shadows and that has been hidden because the boy doesn’t feel like he has anybody to talk to about his feeling and what is happening to him. They have used the image of a child to toy with the emotions of the public and the audience who are viewing the advert as they feel sorry for someone who is younger and more vulnerable, they feel sympathy and they feel the need to help. 10Creative Media Production 2012 Case Study: (ChildLine)
  • 11. Impact: Evidence of any change being brought about through projects using words and or graphics. 11Creative Media Production 2012 Case Study: (ChildLine)