The document discusses several case studies of social campaigns and their use of media: 1) The Stonewall campaign aims to change attitudes towards homosexuality through simple text-based posters with bold colors and sarcastic witty text. Evidence shows the campaign has positively impacted laws. 2) A UKIP campaign poster portrays other party leaders negatively to present Nigel Farage positively and encourage voting for him. Usage has increased support for UKIP over time. 3) An anti-child abuse campaign uses disturbing images of abused children to emotionally upset viewers and raise awareness, donations, and action against abuse. Rates of abuse have decreased in the targeted areas. 4) Deaf Fest is an arts and film festival

1. +
Social Action and
Community Media
Existing Product Research

2. Case Study: STONEWALL. Gay Campaign.
Purpose:
Aims:
The aims of this campaign is to change
peoples attitudes towards homosexuality. It is
aiming to get less homophobic peoples
towards it. It is is campaign to get people to
stop using the word ‘gay’ as an insult and to
make people change their attitudes to being
gay is ok. It is trying to get across the point
that gay is not a negative thing and it should
not come with such much negative
connotations that are attached to it. Its not an
insult and it’s not a bad thing to be gay.
Creative Media Production 2012
•To bring about local, national and global
change. However this may not be able to
happen in some countries e.g. Russia.
•To change attitudes.
•To raise awareness
•To challenge dominant representations and
agendas.
•To create or strengthen community ties.
•To provide information
•To campaign
•To infiltrate mainstream media.
•To build relationships with subject.

3. Techniques:
Creative Media Production 2012
3
Case Study: STONEWALL .Gay campaign.
The techniques that this campaign uses is they have made their campaigns
very simple and there is no images it is just text. This is really strong as it uses
bold letters that really stand out. They have picked colours such as black, red
and white. These three colours have really high contrasts between each other.
This makes them very eye catching in front of the white background. The text is
very sarcastic and witty. It starts off with a quote then the text below this is
talking about this quote. It is very sarcastic as it uses the worlds “lets be
honest” and “probably.” These sound very witty and clever for the response to
the quote.
This is humorous so it keeps this campaign
stuck in someone head so they
remember it.
The bit that is most important is in red.
This is the part of the campaign that is
getting the point across.

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
The Guardian have written a positive article on how Stonewall have created a positive impact to society by
lobbying and campaigning. They have talked about how the charity have changed laws for lesbian
Creative Media Production 2012
4
Case Study: (campaign/organisation name)
gay and bisexual people. They have had a
repeal on section 28. This is shown that
campaigning for gay rights is have a positive
impact and the posters are working.
‘stonewalls success has been built upon non-
partisan campaigning’ This shows that there
success is coming from all the campaigning
and the fighting they are doing to get gay rights
and they have worked and we known they
have as there has been a change in law and a
repeal on Section 28.

5. This is a graph from stonewall that shows that the more homosexual people do not get discriminated in the
work place than ones that do. This shows that their campaign is making an impact as 52.6% of homosexual
people strongly disagree with this statement. That is a really strong and positive this to know. That the amount
of homosexual getting discriminated is a a lot lot less than people who don’t. This shows that there is an
impact with this charity campaigning.

6. Case Study: UKIP campaign poster.
Purpose:
Aims: The aim of this UKIP campaign
poster is to show Nigel Farrage in a positive
light and get people to vote for him in the
general election. He is saying that if you vote
for him he can give the UK a voice against the
UK which the other leaders are not doing. The
aim of this is that people will vote for him to
lead the country with this campaign poster
and then he will be able to give Britain a
voice.
Creative Media Production 2012
•To change attitudes.
•To bring about local, national or global
change.
•To create/strengthen community ties.
•To provide information.
•To campaign.
•To change voting behavior
•To build relationships with subjects.

7. Techniques:
Creative Media Production 2012
7
Case Study: UKIP campaign poster
The techniques used here is the other leaders are shown on the campaign
poster. They have a cloth over their mouth with the EU flag on. They are shown
in a negative perspective. This technique is getting Nigel Farrage to be
presented in a more positive way to the public. Making the other leaders look
bad is getting more votes for him.
He has used bright colours to get his campaign poster to stand out and used
bright bold yellow text. Yellow and Purple have positive connotations which
shows this politics political party is something that is going to be positive
to the community. They have included a
strong slogan which is also bold and in
Yellow. They then UKIP logo so everyone
remembers this party.
In my opinion I do think that this poster
Is clever and I like how they have covered
the other leaders mouths up. It’s almost
very humorous.

8. Impact: Evidence of any change being brought about through projects
using words and or graphics.
Creative Media Production 2012
8
Case Study: UKIP campaign poster
This chart shows the growth of people voting for
UKIP from 2010. It shows the impact has grown
through campaigning from 2010 to it nearly
doubling in 2014. This shows that people are
taking the campaign posters into consideration
and voting for UKIP more and more over years.
This is showing evidence of change from 2010
when nobody voted for them. Now that has
raised by nearly 16%.
The impact that they have made is very positive
and now they are seem to be one of the top
parties that may have a chance of winning the
election. They are coming third in voting
process.

9. Case Study: Anti Child Abuse Juvenile Protection
Association
Purpose:
Aims: The aim of this anti child abuse
campaign is to upset people by using
disturbing pictures of children being abused by
someone and them being very distressed. By
upsetting people looking at this campaign this
is then aiming to make them aware of this
problem and making them more aware of what
is going on that they will want to donate and
help stop this. It is aiming to stop child abuse
globally. The writing on the hands aims to
inform people and give information about what
kind of words affect children mentally. This
•To change attitudes.
•To bring about local, national or global
change.
•To create/strengthen community ties.
•To provide information.
•To campaign.
•To build relationships with subjects.
•To infiltrate mainstream media.
•To challenge dominant representatives and
agendas.
•To raise awareness

10. Techniques:
Creative Media Production 2012
10
Case Study: Anti Child Abuse Juvenile Protection
Association
The techniques used are they have used disturbing pictures of children so it is like their emotionally
blackmailing you. They want you to feel sorry for them. They have created a hand out of words. I think that
this is a really effective technique as the words are really powerful words that make you feel something and
to create a negative hand gesture out of these words. They have not used any text as such just words on the
hand and this technique is a lot more affective to make people feel something to want to donate and help.
They have used young naked children to make them look more venerable. This is emotionally effecting the
audience.

11. Impact: Evidence of any change being brought about through projects
using words and or graphics.
Creative Media Production 2012
11
Case Study: Anti Child Abuse Juvenile Protection
Association
This chart shows the rate of child abuse for
under 18 year olds has fallen in England and
Wales since 1998. This is from the JPA website
and this shows the impact that their
campaigning is doing. It has fallen in England
from 55 to 35 in 12 years. This shows the
impact is very efficient and working fast.
The graph shows that it has decreased and this
is through the work of JPA. As you can see
these are really positive results with a positive
impacts to children in England and Wales. This
evidence shows the JPA is working. This is also
changing the amount of children that child
abuse is affecting and the number has
decreased a lot from 1998 through projects
such as the campaign I have been looking at
Juvenile Protection Association Kid 1,2,3.

12. Case Study:DEAF FEST
Purpose:
Aims: The aim of deaf fest is to create
awareness and help deaf people. This is
through a film and arts festival in the UK. It
aims to provide deaf filmmakers with an
opportunity to be recognized for their talents, to
show their work and be supported in achieving
their aspirations.
•To change attitudes.
•To create/strengthen community ties.
•To provide information.
•To build relationships with subjects.
•To infiltrate mainstream media.
•To challenge dominant representatives and
agendas.
•To raise awareness
•To create access to media production for
non traditional groups.

13. Techniques:
Creative Media Production 2012
13
Case Study: DEAF FEST
Deaf fest uses techniques to make It look appealing to it’s audience. For a start they use bold and high
contrasting colours. This is really eye catching so people are interested in what deaf fest is. There is a bright
blue border again this is eye catching. They have included pictures of hands doing sign language. This is an
effective technique as it explains what deaf fest is about. It shows that it is aimed at deaf people. This is
something that it is a festival for deaf people. Then it includes information on the poster. It explains that it is
an arts & film festival and when it is. This is an important technique as people then know when it is happening
and that’s how they get people to come.

14. Impact: Evidence of any change being brought about through projects
using words and or graphics.
Creative Media Production 2012
14Case Study: DEAF FEST
This graph shows the rate in which the festival
is becoming more popular each year. As
membership figures rise from 2002. This shows
this is impacting deaf people having this festival
as figures have raised to 35000 members in
2006-2007.
This evidence shows that this festival is a
positive project as it is making a positive impact.
If it wasn’t then it wouldn’t be making as many
members each year.