2. Case Study: SMOKEFREE/public health England
Purpose: The purpose of this campaign is to
bring about national change, to tell people the effects
of smoking, and reinforcing this message again and
again. It is also created to change the public’s attitude
about smoking, making sure the public know its
horrible and disgusting, and that you should also feel
guilty about the people around you receiving 2nd hand
smoke. The ‘Search Smokefree’ at the bottom of the
page means that this campaign is trying to strengthen
community ties, that it is trying to tell people that there
are a community of people that are also quitting
smoking, so there is a community that can support
each other. This campaign also raises awareness
about the health problems that smoking can create,
this advert focusing on cancer. The search Smokefree
also tells the audience that there is more information
available, so this advert does provide information by
giving a place for people to search and get this.
Aims: The overall aim of this advert is to
shock people into quitting smoking, to have
an impact on the audience. It shows the
damage what the cigarette is creating inside
your body, and sends out the message that
just because you can’t see it doesn’t mean it’s
not there.
2Creative Media Production 2012
3. Techniques:
The techniques this campaign uses is all based around the shock tactic, to
present a shocking and graphic image that will make the audience feel
something towards its, like disgust and sickness. This is meant to make
smokers think twice about what they are actually doing to their body, that the
cigarette is being represented as what it is creating, rather than tobacco and
paper, but a cancerous tumour in paper. This is there to effect the audience,
especially smokers, or family members/friends of smokers to try to get them to
become ‘Smokefree’. The setting around the tumour cigarette is normalised, it
is placed on a regular table, to make it seem normal, that this is something the
smoker does to their body every few hours, this is also to make the cigarette
the main focus of the campaign, the first thing the audience sees when looking
at the advert. The text around it is supposed to catch your eye second,
because of the colour and typography, that it is white, against a medium tone
grey. The poster doesn’t really have a lot of text, just a short tagline, text that
gives vital search information, then the picture speaks for itself. The colours in
this are important, because of the emphasise on the cancer, the red blood
contrasting against the black and white background. I think the more the
audience look at the photo the more details in the photo they notice, like the
cancer, the stains on the cigarette paper, the veins and lumps in the tumour all
come out the more you look at the poster.
3Creative Media Production 2012
Case Study:
4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
4Creative Media Production 2012
Case Study: (campaign/organisation name)
Overall this campaign has not effected
smokers on a large scale, although it does
become an addition to the other campaigns
that all together do make a difference.
It seems from ready many articles that have been
published by smokefree.gov and the NHS that
anti-smoking campaigns work and do create a
difference collectively over time, mainly focusing
on targeting younger adults to make sure they
don’t pick up the habit from a young age, then
struggle to quit smoking and rather never start in
the first place. I think that this advert works by
adding a shock factor, to show people the graphic
reality of what smoking does to your body, using
graphics that look like real cancer, so they will not
want to smoke because of how disgusting the
advert was.
5. Case Study: This girl can
Purpose: The purpose of this campaign is to
change attitudes of the audience, the audience being
women who exercise, the campaign is trying to tell the
women that they can overcome the judgement society
puts on them, and to not be scared to exercise and do
things that they enjoy. It also raises awareness about how
a lot of women feel about their bodies and how they feel
exposing them during exercise, mainly making men aware
of how women feel, but at the same time not justifying
themselves or asking for men’s acceptance, just to make
them aware. It also challenges existing media and the
dominant representations of women, usually shown as
slim, tall and flawless, which isn’t an accurate
representation, so this campaign challenges that by
showing all different kinds of women being proud of their
bodies, this is also showing the media production creating
access for non-traditional groups, groups like disabled
women or black women. This then is trying to bring a
national change, telling everyone from the UK that women
should never be made to feel self-conscience by society,
this isn’t global because of how the women other countries
that follow strict religions may feel uncomfortable. This
kind of campaign that includes the internet and social
media, this creates a space for a community of women to
gather and create a bond where friends can be made and
everyone feels good about themselves. This kind of
campaign can also provide information through the
internet by searching the tagline that is shown on the
poster ‘This Girl Can’.
Aims:
The main aim of this campaign is to tell women to
be proud of their body whatever they look like,
and not to let society's standards stop them from
doing what they want. 5Creative Media Production 2012
6. Techniques: The techniques used in this poster are based around the
subject matter and the tagline, being a strong duo, which clearly is challenging
dominant roles of how women are represented by society, they do this by
putting a picture of a regular women in a bikini who has just been swimming, in
a completely opposite fashion to how women are usually portrayed. The
colours of the photo are eye-catching and bright, they are also feminine which
is done in a subtle way, again re-enforcing that this campaign is for women.
The second thing that catches the audiences eye is the tagline across the
picture, this presents itself almost as a quote, as if the women in the picture is
saying this to the audience, like a strong statement. It is trying to influence
people by making women feel empowered, like they can exercise and do
whatever they want without having to worry what other people think they look
like. The typography in this is white and feminine, but still stands out against
the background. The font is also serif, which makes it look more feminine and
delicate, at the same time it isn’t patronising and undermining. The title of the
campaign is on this poster, and it is clear, but it doesn’t take over the page
showing that the effect it has on its audience is more important than the name
being well-known, that women feeling good is more important than the
company getting attention. Previously in work I have created I feel that I have
taken a similar approach and style to my photos and how the lighting and
colours have been managed. I feel that they both have a similar tone, with the
lighting being soft, but bright. I think this element is similar because I guess our
target audiences could be in a similar demographic, mine being mainly females
with children and who like to look after themselves, I can see there would be an
overlap with our target audiences.
6Creative Media Production 2012
Case Study:
7. Impact: Evidence of any change being brought about through projects
using words and or graphics.
7Creative Media Production 2012
Case Study: (campaign/organisation name)
Because this campaign has just been introduced, the
audience haven’t really had any time to react. But
from the response the audience have had on social
media, it is positive and they seem like they have
been effected by the advert, and even if it’s not on a
big scale, there seems to be evidence of women
already acting on the message in the advert.
I think that this advert works by making the audience
(especially women) feel empowered, making them
feel like if the people in the advert can do it then so
can they, because of how they are being represented
correctly. The impact the advert has will be positive
and is already showing signs of this, even though the
novelty may wear off if this new campaign isn’t kept
up with.
8. Case Study: green political campaign.
Purpose: The purpose of this campaign is to
change voting behaviour, it wants to see the public
voting for the green party, instead of the usual
labour/conservatives. It wants the audience to know
that voting for green could be voting for the best
party. Here in the poster they also challenge
dominant representations and agendas, as usually
politics is always represented with a man in power,
but here the poster is making it clear that the leaders
of the green party are female and they will do a better
job than the previous men that have run the country.
This poster is also there to change attitudes, it wants
the public to know that voting for green is not
pointless and that they are not a small group
anymore. It also is there to raise awareness about
how if many people change their own thoughts about
voting, green could be successful. Its overall point is
to bring about national change eventually with many
campaigns. This poster also is here to infiltrate the
mainstream media, as greens are a small political
group the mainstream media is not keen on trying to
give them airtime or write articles about them, so they
have to create attention towards themselves and they
do this by putting a hashtag on this poster so it can
trend on social media sites.
Aims: The overall aim for this poster is to
help campaign the green party, to make
people aware that they are a strong and god
party, and to overall change voting behaviour.
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9. Techniques: Here the techniques on the poster have been to send a
message across that is very clear and obvious, the whole poster is mainly
based around the tagline, this “what are you afraid of, boys?” being in the
largest size font, this is also in a bold font which is a dark contrast, this
contrasts against the lighter background and also is in-keeping with the political
party’s colours of green. I feel like this is trying to influence women to get more
into politics as they have always been shunned out of it. I think this message
gets across also by the smaller block of text in the top left corner, stating a fact
that in the past men have not done a great job of running the country and green
will not repeat their mistakes, this is done in a clever way as it is not picking out
one party that they think they are better than, but they are referring that they
are better than all the parties, whilst highlighting the fact that every other party
leader is male. This message is translated across by having the two female
leaders of the green party on the poster, looking friendly and powerful. The
“what are you afraid of” piece of text is just above them, making it look like a
direct quote, as if they are saying that to the other political parties, which
almost makes them come across as intimidating. Because the Green party
want their campaigns to come across environmental they have to use green
and natural colours to reinforce this, previously in my recipe card project I
wanted mine to come across in a similar way as they were vegetarian, so I
used natural and green colours to translate this to the audience. I think another
message this poster is trying to get across is that they want to appeal to
younger people by including hashtags to give them something to relate to.
9Creative Media Production 2012
Case Study:
10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
10Creative Media Production 2012
Case Study: (campaign/organisation name)
Here you can see by the evidence
that the green party have been
having a rise in popularity,
especially since September 2014.
Not one campaign could cause
this much change, but this poster
could be a part of a number of
campaigns that have helped
boost the green’s popularity,
especially amongst students.
The impact the campaign will most likely be
up on younger people who are trying to get
into politics, with this poster, girls will
especially pay attention because of the text
on the poster, it will make them feel like they
don’t have to be excluded from politics.
11. Case Study: accessible arts and media
Purpose: The main purpose of this
campaign is to create an access to media
production for non-traditional groups, so this
campaign lets people of all ages that have a
disability to let their voices be heard through
different creative projects, such as painting or
choirs. It changes people’s attitudes towards
people with disabilities, showing that they can
create something and that how they are
traditionally portrayed is not accurate or fair.
This charity creates a community and
strengthens it through all the years it is active,
letting people in this non-traditional group to
have a community and create bonds and
friends. I feel it also builds relationships with
the subject of different disabilities, making
people who haven’t experienced them not to
treat them like an embarrassment or a taboo,
and this will help build an understanding
between the two groups.
Aims: Overall this charity mainly aim to
create an access to media for disabled people
and to also change the attitudes some
traditional groups have towards this non-
traditional group.
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12. Techniques: The most notable technique this charity use is the technique
of letting the non-traditional group include all the media they want in this group,
so the charity/company are representing this group accurately and also how
the group would like to be portrayed to the public. The overall set out of the
website is very colourful and positive, including different pictures of the arts and
music, but also looks professional with the main colour scheme of purple
running throughout the entire webpage so the page is consistently keeping up
a theme that matches all the way through. By including images of the
accessible arts group taking part and pictures of their art, this helps to get the
message across that this group is all about them and representing them in a
professional way. Including different social media sites on their web page also
show that they can be easily contacted, it also shows they are up-to-date and
and trying to push forward a new and fresh attitude towards disabled people.
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Case Study:
13. Impact: Evidence of any change being brought about through projects
using words and or graphics.
13Creative Media Production 2012
Case Study: (campaign/organisation name)
.
AAM has won awards for creating an
innovative approach to singing and signing
and making music and making it more
accessible. 2012 they won award from the
duke of York (community initiative award) to
recognise the difference they are making.
