1. Social Action and Community
Media
Existing Product Research

2. Case Study: (NSPCC)
Purpose:
• To bring about national change- The
poster makes people feel sorry for the
children as each of them have a
depressed and upset look on their face.
This poster will make most people
sympathise with the children and
persuade them to want to help and try and
stop the abuse from happening as much
as they possibly can.
• To raise awareness- It specifically wants
to raise awareness about the abuse of
children and to tell people how frequently
it does happen in the UK.
• To campaign- The NSPCC wants to
campaign against the neglect of children
and asks people to help give money to
their charity so that they can fund and
provide for as many children as possible.
• To provide information- They want people
to be aware that children do get neglected
more than what most people think they do,
they also want people to know that it
happens very close to home and that you
may not always know about it and to be
sure to help a child if they are in desperate
need.
2Creative Media Production 2012

3. Case Study: (NSPCC)
Purpose:
Aims:
The NSPCC are the leading
children's charity fighting to end
child abuse in the UK, Channel
Islands and Isle of Man. They
help children who have been
abused to rebuild their lives,
protect those at risk, and find
the best ways of preventing
abuse from ever happening.
The main aim of this campaign is
to raise awareness to people
about child abuse and to make
sure that people stop abusing
children.
3Creative Media Production 2012

4. Techniques:
The bold headlines over each of the children's images
emphasises just how serious the problem is. Using the
white text against the dark black background further
grasps the audiences attention as well as it making it
clear and easy to read. Another point about the text is that
it is large and in capitals, this is to get the message
across, compared to the writing on the bottom of the
poster which forces people to pay more attention and look
a little closer to see how they can help. Furthermore the
images of the children looking upset and scared
continues to illustrate how badly the children are being
treated and how miserable and distressed they are which
will make audiences feel sorry for the children further
making them want to help out more. Towards the bottom
of the poster it contains the name of the organisation as
well as a way in which people can help if they would like
to donate. Due to the smaller size of the text on the way
to donate they placed it on a green box with white text in
order for audiences not to completely blindside it.
4Creative Media Production 2012
Case Study: (NSPCC)

5. Impact: Evidence of any change being brought about through projects
using words and or graphics.
This campaign/ organisation said that it had 5 goals in order to make 5
million children safer. By 2021 it states that they want to make ‘5 million
children safer’ . They say that by 2021 they want to build on each of their
aims. Firstly with their aim to prevent child abuse in families facing
adversity they will aim to build on services that they know work such as
Coping with Crying and Baby Steps. They also want to be able to develop
new services to intervene early and support families as best they can who
are facing problems. They also want to develop and launch a new
campaign ‘Together for Childhood’ for families who are struggling where
they’ll work with local partners, run local campaigns and offer training.
Finally they want to ensure that more families and children can access the
services we know help.
Next they want to develop their Preventing child sexual abuse case by
developing and launching ‘Together for Childhood’ for the prevention of
child sexual abuse. They also want to run public education campaigns
which make help and advice like ’The Underwear Rule’ more accessible.
And develop and evaluate new services to prevent child sexual abuse.
5Creative Media Production 2012
Case Study: (NSPCC)

6. Impact: Evidence of any change being brought about through projects
using words and or graphics.
The NSPCC have had a huge impact on the safety of children so far. For example with a
programme called SafeCare (SafeCare is a home-based parenting programme for neglect
who work with parents of children under 6 who are at risk of experiencing significant harm
through neglect) they have discovered that the programme has improved parenting skills for
the majority of families who took part in the evaluation. Of the families where neglect was a
concern, two-thirds (66%) improved to a point where they were considered protected from
neglect.
• 80% of parents completing the health module showed improvement in child health care
skills.
• 97% of parents who completed the home safety module reduced the number of hazards
in their homes.
• 98% of parents who completed the parent-child interaction module demonstrated
improved communication
Another service that has been proven to impact and change peoples life's for the better is
’Turn the Page’. Turn the Page is a service for 12-18 year old boys with harmful sexual
behaviour (HSB). It uses the Change for Good manual (A treatment manual for adolescents
displaying harmful sexual behaviour) to look at the social and emotional challenges a young
person is facing. The impact this service had on people showed that overall people with a
clinical level of need on any standardised measure fell from 27% at the start of the
programme to 18% by the end. Another change was that young people whose HSB was
directed at younger children showed some improvements of abuse-focused measures, such
as victim empathy and attitudes towards the offence. 6
Case Study: (NSPCC)

7. Case Study: (This girl can)
Purpose:
• To change attitudes- This poster shows us
that its not only men that are strong and
can do anything but that women are just
as strong too. It exists to direct people to
change their attitudes to women being the
less strong ones in the world.
• To raise awareness- It aims to raise
awareness to women not to hold back just
because of their gender and let them
know that they can do anything they set
their mind too.
• To create access to media production for
non-traditional groups- They also aim to
do this due to the fact that the overall
campaign is about all types of women as
women can be seen as the less dominant/
powerful ones in society, especially in the
eyes of the media.
• To challenge dominant representations
and agendas- This campaign attempts to
challenge dominant representations of
men being the more prominent ones in
society and wants people to challenge this
and discover that this isn’t necessarily the
case.
• To create or strengthen community ties-
Finally it wants to bring the female
community together to make them
7Creative Media Production 2012

8. Case Study: (This girl can)
Aims:
The aim of this poster is to grasp
females attention to challenge them to
try new things that they might not have
thought of doing before. It influences
women to challenge themselves and
become as strong and powerful as they
can be. It is a celebration of active
women who are doing their thing no
matter how well they do it, how they
look or even how red their face gets.
Funded by The National Lottery and
developed by Sport England, we want
to help women overcome the fear of
judgement that is stopping too many
women and girls from joining in.
8Creative Media Production 2012

9. Techniques:
The font on this poster is clear and concise just like the
campaign itself (the campaign being that it wants all
women to believe that they have the potential to do
anything that they set their minds too) so that the viewer
doesn't get bored of reading a lot of information. Also
within the poster it includes the campaign logo which is in
a smaller font compared to the ‘Hot and not bothered’ text.
This is the technique of visual hierarchy as firstly it wants
people to see the slogan for the poster and for them to
next look at the logo so they can see what kind of
organisation it relates to. The image background of the
poster also fits well with the strapline as it shows a picture
of a woman working out and putting as much effort in as
she possibly can no matter what she looks like to prove to
people that she is strong and powerful and can do
anything she wants as well as showing them that they can
be like her too
9Creative Media Production 2012
Case Study: (This girl can)

10. Impact:
This specific campaign has so far had a very successful impact. As you can see
from the image below over 2.8 million women from the ages of 14-40 have become
more active due to this specific programme with the gender gap between men and
women exercising regularly falling from 1.78 million to 1.73 million in only a short
amount of time. It also states that 1.6 million more women have started to exercise
after hearing about this campaign, the campaign itself is now so popular that it has
been spoken about in 110 different countries all around the world. Finally there are
over 8000 supporters for this campaign ranging from the FA to smaller more local
sports club. However even though they have had all of this recent success they
are still continuing with heir campaign. The next stage within their campaign is that
Sport England will be working closely with a handful of different sporting bodies to
continue to drive participation. They state that a continued emphasis on insight will
allow the campaign to place a greater focus on individual sports that are
successfully engaging more and more women.
10Creative Media Production 2012
Case Study: (campaign/organisation name)

11. Case Study: (Stonewall)
Purpose:
• Creating access to media production for non-
traditional groups- This campaign aims to do this
as many people from the LGBT community are
overshadowed in the media due to the fact that
they aren’t a part of the ‘mainstream’ or
‘stereotypical’ persons society. This campaign
challenges that and thinks that anyone of the
LGBT community is just as normal as everybody
else.
• To change attitudes – Another point is that within
the poster it is saying that people should stop
using the term ‘Gay’ as an insult to people and
to change their attitudes towards their perception
of LGBT people and instead change their
attitudes so that they understand it should not be
used as an insult because it is not a bad thing to
be gay.
• To raise awareness- It also aims to raise
awareness of how many people still are
homophobic and still don’t accept the gay
community as a part of the ‘normal society’ its
aim is to change this and to get people to stop
being homophobic.
• To challenge dominant representations and
agendas-
• To change voting behaviour- Finally they aim to
change voting behaviour as they want LGBT
people to have the same amount of rights as
everybody else does.
11Creative Media Production 2012

12. Case Study: (Stonewall)
Aims:
The aim of their campaign is to
reassure that all gay, lesbian, bi
and trans people are not alone.
They believe that we’re stronger
united and partner with
organisations that help create real
change for the better. They believe
that they’re stronger united, so they
partner with organisations that help
create real change for the better.
They have laid deep foundations
across Britain - in some of their
greatest institutions - so their
communities can continue to find
ways to flourish, and individuals
can reach their full potential. We’re
here to support those who can’t yet
be themselves.
12Creative Media Production 2012

13. Techniques:
The font on the poster is strong and bold against a relatively
plain background to signify its importance. There is also
prominent visual hierarchy as it draws viewers attention to
the biggest font (That’s so gay) first before they look in
slightly more depth at the smaller fonts. The red writing
further grasps viewers attention as it is a bright colour as well
as it being the same colour as the stonewall logo.
13Creative Media Production 2012
Case Study: (Stonewall)

14. Impact: Evidence of any change being brought about through projects
using words and or graphics.
Stonewall has helped to make lots of significant impacts within the LGBT
community to ensure equality with all people. One of the biggest impacts Stonewall
has had is that its constant campaigning to provide equality helped achieve gay
marriage being legalised in 2014. Their most high profile achievements have been
parliamentary lobbying. Under Director Angela Mason, it saw amendments to the
2002 adoption and children bill which treated lesbian and gay couples in the same
way as heterosexuals and Mason was awarded an OBE for ‘services to
homosexual rights’ . Under its former chief executive Ben Summerskill it was in
successful parliamentary campaigns to:
• repeal section 28 of the Local Government Act (2003),
• recognise anti-gay hate crimes, through the Criminal Justice Act 2003,
• introduce the Civil Partnership Act 2004 giving gay and lesbian couples a legal
framework equivalent to civil marriage,
• introduce the 2007 Sexual Orientation Regulations, protections against
discrimination on grounds of sexual orientation in the provision of goods and
services secured through the Equality Act 2006 equalise treatment of lesbian
parents and their children in the Human Fertilisation and Embryology Act 2008
introduce an offence of incitement to homophobic hatred in the Criminal Justice
and Immigration Act , matching existing protections around race and religion.
14Creative Media Production 2012
Case Study: (campaign/organisation name)