Presentation on the purposes and impacts of social action and community media campaigns.

1. Social Action & Community Media

2. This poster is about smoking & trying to convince people to stop. It’s trying to bing change locally, nationally &
globally as nearly everywhere in the world people smoke. Since smoking can be fatal & cause cancer, their has to
be a change with smoking. To try either convince people to stop & change how things are, or even come up with a
solution to cut down the amount of people who smoke. The poster is also to raise awareness about smoking. This
is to appeal to the public who already smoke, or anyone who has just started smoking. By showing what smoking
does to your blood in the poster, people can see what the cigarettes are doing to their insides. This can appeal to
people as it will make them question if they would want their blood like that and risk having toxins within them.
The poster is also looking to change attitudes to smoking as it is trying to convince people to quit smoking. By
changing people’s attitudes towards smoking, this can make them realise that smoking isn’t good at all, & it costs a
lot, and once you’ve quit you will feel a lot better as a person. The poster also provides information to the public
about smoking. They give a keyword to search if it appeals to the public, & it also gives an image and quote which
is a fact. Showing all this information to the public can affect how they look at it, & give them knowledge of what is
going to happen to their blood & their insides if they continue to smoke. The poster is also to campaign as the
word ‘smokefree’ is a campaign that the NHS are running to help people stop smoking. By doing this, they can help
thousands of people. By also using celebrities in this campaign to stop smoking, this can help motivate people to
do it. It also raises the awareness of the campaign as the celebrities will be able to use social media & connect to
their fan base, explaining & convince them to join the campaign. To help keep the public feeling comfortable
during the campaign & keep them motivated to do it, they have multiple options within the campaign which
provide more information, allow them to get moral support from experts, & having groups on social media such as
Twitter & Facebook where they can all have discussions with each other.
‘SmokeFree’
Campaign

3. The NHS use multiple techniques to try make this campaign successful & have an impact globally. By having a website
which can provide information to anyone who wants to stop smoking allows them to pull in more public. Allowing
people to be able to get information from experts, support they need if they struggle to stop, having stories of
successful quitters & information on why they should quit allows them to have a more diverse & bigger expansion for
the campaign. They have had multiple techniques used to help people stop smoking, having non smoking days & non
smoking events. The main event for the campaign is ‘StopTober’ which is where thousands of people all sign up to stop
smoking in October. For the 28 days of not smoking, the people who are successful get personalised content which
come from celebrities, which can encourage the public more to sign up & participate in this campaign. This is also
another technique used by the NHS, to try pull in more of the public & encourage them to join up.
The campaign has had a massive impact on many people’s lives, but has also been a success each time it is launched. In
2013, when StopTober was ongoing, nearly a quarter of a million people combined in England & Wales turned their
backs on smoking. This delivers a massive amount of health benefits to thousands of people, & they have time &
money savings too. StopTober would of saved £141 over the 4 weeks, & would save them £1,696 a year if the people
who participated remained smokefree. It would also save the average smoker over 24 hours not smoking over the
duration of 4 weeks. In 2014, the campaign was just as successful with over 250,000 smokers stopping smoking in
StopTober. With the help & support of well known people such as Lee Nelson, Paddy McGuinness & many more, this
also help the public keep at the campaign & make it through the 28 days. These people also showed their support to
the nation in the event by rewarding them at the end with a free online comedy gig which was hosted by Lee Nelson
himself. This year, 2015 will be just as successful & may very well smash the number of people who had stopped in
previous campaigns.

4. This poster for a campaign to stop animals being tested
with cosmetics is very strong. Showing what cosmetics
that animals can be faced with, with a puppy laying in
them as it’s passed away, delivers a strong message to
viewers. As the message is that strong from just 2/3
objects in one image, there is no need for any text as
the image shows exactly what happens.
Campaigns to prevent animal testing are usually to
raise awareness about what happens when cosmetics
are made such as make up, deodorant, shampoos etc.
They are out their to bring change locally, nationally
and global, as it is animal abuse to the max. Many
people who support this campaign would make people
think about what if that animal was you who is being
tested on, which make people change their attitudes
to the matter.
This campaign has a slight difference towards the
smokefree campaign. As the Smokefree campaign is
targeting people to quit smoking & has been successful
throughout years, the campaign from ENPA, to stop
animal testing is smaller. It challenges dominant
representations & agendas to reach out to more people, &
become more noticed. It uses the bright red colours in the
image to show the products which are tested on the
animal, making sure they are bold and stand out. This is to
show what actual materials get tested on these animals.
Showing a puppy in the middle which has passed on,
generates emotion. As most people loves animals, baby
animals tend to get more attraction, & a puppy will get
attraction from many people, both male and female.
There are multiple different adverts which promote the
campaign, involving different techniques to get a range of
emotions across to the viewers.

5. This person, ‘Mohammed Fadel Dobbous’ was renowned a hero
after he took on a dozen of armed thugs outside of a shop. This
story infiltrated mainstream media after a clip of him single
handedly taking on a Turkish gang who was armed with chairs &
poles. As he opened a fridge, bottles of water had fallen out, and
locals blamed him for this. This outraged them & caused them to
attack Mr Dobbous, with chairs and poles. Mr Dobbous defending
himself, actually prevailing over the dozen of thugs who attacked
him, despite breaking his shoulder blade, arm & having a crack in his
skull.
After the clip of him taking on the Turkish gang single – handedly
went viral, it was all over the news. He even had a scheduled
interview but he could not make it due to be rushing to hospital due
to his head injury which had just been found out. Overnight Mr
Dobbous became a celebrity & even got his own video game made
on what happened. Social media users from Ireland & Turkey have
hailed him as a hero, & one woman even offered her hand in
marriage to the Irish Boxer.
There was no initial technique for this story to go viral or gain
popularity amongst locals who know him in Ireland as if it wasn’t for
the clip which recorded what had happened when Mr Dobbous had
defeated the Turkish gang, then it would of not been published. The
story was successful amongst social media & social media users as
he acted as a hero.

6. A comedian decided to offer some of his own inputs on the products
he came across in an IKEA store. Images of Jeff Wysaski’s in-store
reviews have gone viral after he posted them onto Imgur. Wysaski
used a number of aliases when he went to the bother of writing the
reviews for certain objects in IKEA, cutting them up & strategically
placing them onto products in the store, all for the amusement of the
internet.
He places these on multiple objects within the IKEA store, including a
bin, bowl, chair & some shelves. Wysaski managed to gain 1.2million
people viewing his post of these images just in 18 hours of them
being put up. This story managed to just be a prank/for fun which
gained popularity, that it infiltrated the mainstream media.
This story is very different compared to the Irish boxer ‘Hero’. This is
because the boxer got media coverage after the event had happened,
& he gained popularity for what he had done. This is different from
the IKEA story as it was purely a prank & just for fun. It also has
different media coverage as it is not a significant event what
happened which involves violence.

7. The campaign was run by the Labour party &
this was the first attack poster they released
for the General Election Campaign. It was
designed to raise awareness of what Tory are
doing to the NHS. It is to bring local change in
Britain as they are trying to persuade people
to change their votes to Labour, to try
overthrow Tory. It Is to campaign & change
voting behaviour.
The campaign itself helped during the
election, but was not enough to create a big
enough change in voting behaviour to gain
the Labour party more votes. As of this,
Conservatives won the election with 331
seats to their name. Labour tried to make a
difference to many people to change their
voting behaviour as any other party would,
but as Labour already were a popular party,
they need to gain more votes to gain more
seats to win. Only a little amount of votes
established who came first and second. They
used a specific quote which made Tory sound
bad, & made this bold in their poster. This is
to create an impact to the public to try make
them realise what the Tory party were doing
& what they would do next time (a bit
exaggerated).
As seen in the statistics,
the difference between the
votes for each party was
very small compared to the
rest of the parties. This
means it was basically a
stalemate for the rest,
while the top 2 parties
raged on fighting each
other for more votes.

8. The Deaffest campaign is a popular campaign which was created to
create access to media & media production for people who are deaf.
They hold annually festivals which consists of multiple events
happening in this festival. They have a website which holds
information on all of their past events they have held, & upcoming
ones. There is multiple tabs on the website which allows anyone to
navigate to where ever they are heading. The group are trying to
bring a change locally, nationally and globally with this website as the
events they hold are for anyone who is deaf, or people who want to
come join in & support them.
They use difference techniques to create an impact to draw more
people into the event. To reach out further to more people &
audiences, they hold smaller events other than the festivals where
anybody is welcome. They have packages which you can purchase
from the website as well which contain unique items relating to the
campaign. The campaign also has a specific area which is dedicated
to young people. They hold festivals & events for these young people
as well as In sync with the older people. Deaffest is the UK’s leading
deaf film & arts festival, & due to this, it attracts more people while
gaining more popularity.
The impact that this event has is
huge. Each year gaining more &
more numbers of people
contributing to the event, helping &
stepping in. The festivals are held
each year, & images/videos will be
taken at the festival, to show the
expressions on people’s faces when
they attend the festival. These
photos & videos can be found on
their website, for everyone to see.
The group of people who created the
festival create an impact on all
people who use this website as they
are raising awareness about the
campaign, & they celebrate success
amongst all who attend & create
unique & well made pieces (like
videos).

9. The ‘THINK!’ drink driving campaign was made for multiple reasons, but currently
focuses on young men aged 17-29. Long term implications are shown throughout
the campaign to remind people what you could lose if you drink drive. They
thought that this would create a bigger impact on the people that the campaign
targets & cause more concern to the audience than the risk of crashing or
harming themselves or others. The ‘THINK!’ campaign was produced to raise
awareness of the consequences of drink driving, to try bring local, national or
global change for drink driving. It also tries to change attitudes towards drink
driving as the consequences which are stated within the campaign don’t just go
overnight, but they last for a very long time/cost a lot. The campaign itself
provides information about what drink driving can cause for you & what other
consenquences that can happen which could apply to you. The campaign also
creates & strengthens community ties as it focuses on trying to help & prevent
drink driving happening in the community which can be local, national or globally.
The campaign is also used to build relationships with subjects as it talks about
what the effects of drink driving can have, what consequences & why it’s best to
avoid it.
The campaign has had massive impacts upon the community & across the
nation. During 2014 to 2015 financial year, the campaign managed to achieve;
221 pieces of drink drive related coverage was through THINK! PR activity, the
50th anniversary drink drive film received 933k YouTube views in 4 months &
the 50th anniversary campaign tweets from THINKgovuk reached over 600k
people & achieved over 18k engagements exceeding industry benchmarks and
other previous THINK! Campaigns. Econometric analysis in 2012 showed that in
the previous 30 years the campaign had saved nearly 2000 lives and prevented
over 10k serious injuries. There is more information provided
about the campaign & why they are still doing it on their website.
‘http://think.direct.gov.uk/drink-driving.html’