The document provides case studies and information on four social campaigns: 1) Save the Children aimed to raise awareness of starving children and stop food waste through provocative bin messaging. It has helped millions of children since 1919. 2) The Salvation Army helps homeless people through shelters, jobs, and community ties to make the invisible visible. 3) It Stops With Me confronts racist stereotypes by highlighting common prejudiced Google searches and calls for changed views. 4) Case studies evidence long-term impact of campaigns' words and graphics in changing attitudes and helping people over many years.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: Save The Children
Purpose:
The purpose of this
advertisement is to change
people’s attitudes towards the
food they waste and to raise
awareness and to campaign for
starving children around the
world.
Aims:
To stop people from wasting food
and drink. To make people think
about the starving children
around the world.
To make people feel guilty.
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3. Techniques:
To get the message across, the producer of this message used ‘in-
your-face’ tactics to get the point across. By making the message
easy to read and see, as well as being on an everyday object we
don’t think about when we use it, it shocks people and makes them
really think about the message it is conveying.
In my own previous work, I made sure to know my audience so I
could target them easily, but with this piece of work, the audience for
the message is everyone, or the people with a sense of morals for
not littering. This means the message is being aimed at people that
likely want to help the planet even by not littering, but it also means
the message is aimed at people who waste their food, making them
think twice about it.
The colour scheme of the message is very simple and matches the
organisations logo colours. The white speech bubble against the
black bin makes the message really stand out and the font is simple
and bold to really grab people’s attention.
The way the speech bubble is placed makes it look like the bin is
talking, so even this dirty, smelly, unnoticed, everyday object is
having a voice to change the way people think.
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Case Study: Save The Children

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
1919 - Save the Children's founder, Eglantyne Jebb was arrested for distributing leaflets in Trafalgar Square. They bore shocking
images of children affected by famine in Europe, and the headline: ‘Our Blockade has caused this – millions of children are starving to
death'.
May 1919 - The Save the Children Fund was set up at a packed public meeting in London's Royal Albert Hall.
1921 - Save the Children raised considerable funds for children in desperate need. Single donations ranged from two shillings to
£10,000. It gave the money to organisations working to feed and educate children in Germany, Austria, France, Belgium, Hungary, the
Balkans and for Armenian refugees in Turkey.
From winter 1921 through much of 1922 - daily meals provided by Save the Children helped keep 300,000 children and more than
350,000 adults alive - for just a shilling per person per week.
1928 - Eglantyne Jebb died, leaving behind a powerful vision of ending the cycle of poverty that blighted so many children's lives.
1952 - The Korean War began in 1950. It left many children destitute and living unaccompanied on the streets. Malnutrition and
associated diseases were rife. In 1952, the first Save the Children workers arrived. They stayed for more than 20 years.
1963 – Started the first hospital play group in the UK at the Brook Hospital, London.
1990 and 2011 - The number of children dying before the age of five fell from nearly 12 million to less than seven 7 million.
2006 and 2009 - Rewrite the Future campaign helped 1.4 million more children into school in countries affected by conflict. And we
launched a global campaign to save children from preventable illnesses, laying the foundations for our No Child Born to Die campaign
the following decade.
Five-year response to the 2004 Asian tsunami - One of the largest in Save the Children's history, benefiting around one million
people. During the conflict in Dafur, Sudan, we reached children in intensely hostile environments.
2016 - Launched Every Last Child campaign that aims to help children who are forgotten because of who they are or where they live.
4Creative Media Production 2012
Case Study: Save The Children

5. Impact: Evidence of any change being brought about through projects
using words and or graphics.
5Creative Media Production 2012
Case Study: Save The Children

6. Case Study: Salvation Army
Purpose:
The purpose of the Salvation
Army is to bring about local,
national and global change so
that people change their attitudes
towards the homeless.
It’s also done to raise awareness
for the homeless and then to be
able strengthen community ties
with them and to get the
community to help out more, and
to build relationships with the
subjects.
Aims:
To help the homeless by giving
them a bed, a place to eat, a job,
housing, friends.
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7. Techniques:
A simple though provoking image. The colour and setting
makes you feel cold, making you imagine yourself in their
situation.
The tag line, capitalised and bold, draws your eyes to it,
acting as a visual hierarchy on the poster. It’s the first
thing you read on the page, giving you a simple
statement.
The Salvation Army logo stands out as a contrasting
colour against the cold blue making it stand out and
drawing your eye right to it so you know who made the
poster.
The invisible homeless person has a ‘read between the
lines’ kind of image, that people just ignore homeless
people and act like they are invisible.
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Case Study: Salvation Army

8. Impact: Evidence of any change being brought about through projects
using words and or graphics.
1865 - The Salvation Army was born on the streets of the East End of London by the founder William Booth.
1884 - The Salvation Army opened a women’s rescue home in Whitechapel for those fleeing domestic violence and
prostitution.
1894 - The Army began to be involved in relief work, assisting in times of emergency, and disaster. This included the effects
of war, with The Salvation Army Naval and Military League.
During a year:
• We support more than 2,500 people back into employment.
• Our Family Tracing Unit helps reunite around 2,000 families a year.
• We served around 3 million nourishing meals throughout the year at Salvation Army community and residential centres to
older people, people affected by homelessness and young families.
• Our Emergency Response Unit attended 163 emergencies across the country.
• We have 62 residential Lifehouses across the UK and Republic of Ireland for people experiencing homelessness,
providing 3,200 beds a night plus training and support to get back on their feet.
• We organise on average 414 Parent and Toddler clubs per week to enable children to play in safe environments and
where parents meet with Salvation Army Officers and other parents for support, with an average weekly attendance of
14,742.
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Case Study: Salvation Army

9. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: Salvation Army

10. Case Study: It Stops With Me
Purpose:
To educate people to not be
racist and to enable people to
change their views.
Aims:
Change people’s opinions on
people’s skin colour.
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11. Techniques:
The first thing we are drawn to is the eyes of them man on
the poster, the poster online is also a gif as the man on
the blinks, making him come to life in-front of the
audience. It makes him seem more alive and human.
His eyes then guides us down the page to the Google
search bar which says ‘Black men are’ and then Google
has suggestions of most searched statements.
Underneath, the poster says ‘You’re wrong, Google.’
which is a bold statement as Google can never be wrong
as there are so many answers and it’s just a search bar.
In the top left-hand corner, there is the campaign’s logo,
the logo is contrasting compared to the dark skin tone and
black clothes.
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Case Study: It Stops With Me

12. Impact: Evidence of any change being brought about through projects
using words and or graphics.
2012 - It Stops With Me campaign was launched in Melbourne on 24 August.
2013 - On 12 June, Children's Commissioner Megan Mitchell launched the youth resource 'What
You Say Matters' at James Meehan High School.
2013 - The One Year On Report was launched at the Veneto Club in Melbourne on the 3rd of
October. The report reflects on the achievements of the Anti-Racism Strategy and Campaign so
far.
2014 - Updates on activities of new supporters, Macquarie University, University of NSW and the
ACT Government, calls for organisations to recommend anti-racism and cultural diversity training
providers and calls for suggestions for who we should ask to be on our campaign posters.
2015 - New Racism. It Stops With Me category at the 2015 Human Rights Awards, links to the
Commissioner's Press Club address, supporter activities and supporter of the month.
2016 - University of Technology Sydney named supporter of the month. Leading for Change: A
blueprint for cultural diversity and inclusive leadership released.
2016 - New early childhood resources to promote cultural diversity and tackle racial prejudice.
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Case Study: It Stops With Me