Social action and community media

Social Action and Community
Media
Existing Product Research

Case Study: (Keep Britain Tidy)
Purpose: The purpose of Keep Britain Tidy is to
campaign around the nation to raise awareness on how
to stop littering around local areas. But also from a local
to a national and global change to places outside of
where you live. Through this campaign they’re hoping the
change the attitudes of people so that they stop doing it
altogether and won’t litter wherever they go. This
campaign also has the purpose to create or strengthen
community ties which also builds relationships with
subjects because the idea is to do this as a group as well
as when you’re on your own. The community work is
where groups of people go to highly littered areas and
clean it up together for theirs, or others, communities.
Aims:
The aim of the campaign is to, as a community, stop
others littering around Britain. Doing this helps keep
streets, villages, cities, schools, fields, etc. clean from
being covered in other peoples litter whether that be from
as small as a can or as big to fly tipping furniture and
multiple bags of rubbish.

Techniques:
The techniques that Keep Britain Clean have you used to influence people
is by making sure that their logo was seen as often as possible. This was
done by using their logo on bins around Britain of a person putting their
litter into a bin themselves. This links the campaign to the cause in a direct
way that is seen throughout the nation. There are no words used to
describe the message of the campaign with their best known campaign
strategy. Just an illustration of a person (genderless) putting their litter into
a bin. This originally used to be all in black but recently changed to be
green and the illustration was rounded out with a heart put on the persons
chest. Changing the colour from being natural like black to a brighter one
like green made it more inviting. As well as the green indicating the
environment. Linking putting your litter in a bin is good for the environment
which also links with the heart showing that it’s good for the environment
which means its good for you too. Another technique that the producer has
used to get their message across is that the font is very clear and used in a
block colour. Using a sans serif font makes it easier to read from close up
and from a distance. As well as having small slogan such as, ‘Love where
you live’ help the impact of what is being read by their audience. Having the
colour for the background be white for the posters for the campaigns helps
keep what the audience sees simple and easy to view to get a direct
message across. This is further shown with the one dimensional symbol of
a person dropping litter into a bin is as direct as message as they can get
for a campaign about stopping people from littering. As well as showing a
new approach to the colour of the person to be green for the environment.

Impact: Evidence of any change being brought about through projects using words and or graphics.
Even though Keep Britain Tidy is a large
campaign around Britain and is promoted in local
areas through bins and posters it hasn’t shown
much improvement. Littering and fly-tipping is
something that is very prominently displayed. In
an article in The Guardian, a well respected
newspaper in the UK for current events, in 2015
David Sedaris American litter campaigner said
that litter in Britain is the worst in the world. Then
in 2016 another article on The Guardian
continued on the say how Britain is still in a crisis
for their littering and need to clean up. All in all
Keep Britain tidy is a successful campaign but
hasn’t effected enough people for fly-tipping and
littering as a whole yet.

Case Study: (WWF – Save The Bluefin Tuna)
Purpose: To bring about local, national or global
change is the main purpose of this (to) campaign because
they are wanting to target the global issue of animal
extinction. Animal extinction is an issue that can be through
a local or national community depending of the location and
origin of the species but all in all raising awareness on this
issue is global because people can donate money and
spread the campaign further through a global campaign and
because animals are a popular and important topic it’ll most
likely become well known world wide. This campaign is also
to change attitudes because the animal that they are
bringing attention to is for a breed of fish which to the
majority of people isn’t a ‘cute’ animals. Putting attention to
people that if this was a ‘cuter’ species of animal, like a
panda bear, would they care more? It raises awareness
and provides information in a blunt and direct way by
changing the way in which people look at these animals
that in danger. Doing this ultimately challenges dominant
representations and agendas to how people view these
animals.
Aims:
The aim of this campaign is bring attention to people the
importance of all animal breed, whether or not they get
more attention than other because other animals are more
commercial and ‘cuter’ to look at. All in all it needs to make
people feel guilty for not paying attention sooner, even
though they claim to care about animal species and safety.
It’s a harsh campaign to really get peoples awareness.

Techniques:
The techniques that the producers of the WWF campaign has done to get their message across
is by having the colour scheme of the posters to be dark and eerie. To not only give as realistic
a feel to what oceans can actually look like for that breed of fish but to evoke how dark a
message in this campaign is. The imagery is key to this campaign. Having the fish in a pack as
they travel but with the one in the middle, with the most light upon it, have a panda mask on
adds to the tension and message of the poster. When first looking at the image you don’t
understand why there is a fish with a panda mask on but when looking at the corner of the
image where the text is the viewer gets further understanding on what the WWF are trying to
get across. Having the text/ slogan that the not be at the foreground of the poster is a technique
used that changes the dynamics of many campaigns because the slogan is what gets people
talking. With the image being the main focal point changes the perspective viewers will take on
the poster, letting the image tell the message over words. When it comes to the text it helps the
theme of the poster by using a sans serif font to keep it strong and easy to read rather than
having a detailed curvy serif font which could change the look of the campaign poster and be
distracting people from the image which is the main element of the poster. The colour of the font
is in progression with the colour scheme of the water, fish and light in the image so that it
doesn’t pull attention from the picture featured. The copy, not only showing the colour scheme
of text to image, is also shown through the slogan itself with how it fits well with added effect.
‘Would you care more if I was a panda?’ fixes itself with the fish wearing a panda mask confirms
the viewers thoughts with how you put two-and-two together because at first glance the image
is so outlandish and unknown that when reading the slogan the effect of the eerie image is then
turned into something for guilt with their audience. The producers aimed for this because with
the topic of animals species you need for it to be taken seriously so having people be shocked
and taken down the more emotional route so that the image and text stay with them.
Case Study: (WWF – Save The Bluefin Tuna)

Case Study: (‘The Lump’ – Cancer Research UK)
Purpose: To raise awareness is the key element to this
television advert. Cancer can be a disease that many
people ignore out of a lack of knowledge or fear. So
providing information in a visual sense is more
representative and easier to understand than if it was more
clinical and scientific. Having it be based in a regular street
in England to be based at an English audience makes it
more familiar to begin with but adding the message as a
large lump in the street that people ignore until it’s too big to
represent a tumour also gives a new perspective on the
disease. At the end of the commercial they address the
audience to build relationships with subjects with a
slogan, ‘It’s easy to ignore something, especially when
you’re busy. But spotting cancer soon could save your life’.
Aims:
The aim of this commercial is the grab peoples attention in
a new visual way about the disease cancer. Having a large
mass in the pavement to act as a metaphor of a tumour
gives a clearer representation of a mass that we could have
in our body but can’t see. The idea was to have people
ignore the lump in the pavement even though it gets bigger
and bigger until someone finally turns around
acknowledging that it was there. This is usually how people
react with tumour, ignoring them until it’s too big. It’s a
cleaver way of showing people how to avoid something
getting like a tumour getting so large when you could find it
small.

Techniques:
The need for this television advert is for the look to have an air of familiarity to the audience. The advert is
based the UK so it was needed for it to be filmed on a common street in the UK with people dressed normally
in the colder months to match the time the advert was released. Keeping the lighting the video to be slightly
cold and harsh to match winter in the morning. This is also representative for the topic of cancer. The topic isn’t
a happy one and many people have been effected by this so having the nature of the commercial be cold helps
the mood of the topic. As well as having the public swarm around this lump in the ground not only signifies how
people can ignore something like cancer but how many can be, and inevitably have been, effected by cancer.
Having a lump in the ground represent a tumour was a new way to represent cancer without it being graphic or
gory to scare people in that sense. This was used to show how a mass can grow so large that you can’t ignore
it. It can start small, so small that it can be taken care of but having something so obvious, like a lump in a
street centre, causes the audience to say, ‘How can you ignore that?’ Which is what they want the audience to
say so that if they get a mass and find it small they don’t ignore it because it will grow larger. Having the advert
end with text, ‘It’s easy to ignore something. Especially when you’re busy’ helps show a level of empathy and
understand to how people can look past things like their health when they have things they need to get done
(which is represented with people in day-to-day clothing going around a town/ city centre like they normally are
to get things done showing more familiarity to the viewers). But then going on to say, ‘But spotting cancer early
could save your life’ takes the commercial back to being a serious issue. The producers are trying to say how
they understand how things can get on top of one another but health is a priority and can be easier to help than
you think if caught early. The text was put in a sans serif font to keep the commercial natural and matching with
the Cancer Research UK logo. If they had used a serif font it would have broke the aesthetic of the advert from
being natural to be almost romanticised with the use of a curvy, creative font.
Using a sans serif
font to match their
logo and to keep the
advert natural rather
than extravagant

Cancer research UK has been a campaign since
2002 and frequently posts advertisements on cancer
awareness. This was one that was posted in March
of 2015 about spotting a lump early on can be
considerably safer than leaving it to be too big and
more dangerous. Though this campaign was well
received online there is no actual evidence that this
spiked awareness or charitable donations more than
other advertisements. There is evidence about how
well known the charity is through how often they
advertise on television and through charity pots in
multiple shops for people to donate. The main source
of evidence that this particular ad was well received
was through the discussion it caused online through
people sharing their own stories on cancer in relation
to the television advert about spotting cancer early.

Case Study: (‘Children See, Children Do.’ – NAPCAN
(Australia’s National Association for Prevention of
Child Abuse and Neglect))
Purpose: To change attitudes is the key message in this
child abuse campaign. Throughout the advert it builds up on
day-to-day acts of violence and careless acts that adults do
but with children then following their act because they learn
from you. The issues start with smocking, the violent fights,
to children and partner abuse. Having adults do these acts
can be more easy to ignore than when children do them
makes it more personal and sad because children are meant
to be innocent. This can be for bringing about local,
national or global change because the issue of child abuse
can be anywhere from local to global so raising awareness
by challenging dominant representations and agendas
by showing a different side to abuse by having the children
be the abusers through learning their parents or peers. All in
all this commercial is used to infiltrate mainstream media
by showing how effective abuse can be through the eyes of
children but rather then having them sad they have them
doing the acts they will learn to do when they’re older when
they’re young.
Aims:
The aim of this television advert is to show a shocking view
on how receptive children can be to the views around them.
Regardless of how mundane or extreme they are. Rather
than showing the adults being violent and careless and the
children growing to do them they have the children copying
them to be more eye-opening to show the now rather than
later.

Techniques:
The techniques used with this advert is to show as much content as possible. The more they showed the more
the message would be displayed across to their audience. As the commercial progressed the darker the tone of
the commercial went which also meant the colour scheme changed to match the tone. To open the advert it’s
very bright and innocent showing a woman holding the banister on the escalator and the child behind her
copies her actions which is a good because the action shows safety. However, the same pair are both holding
cigarettes and once they’re on the next floor and the woman puts her cigarette on the floor and stubs it out with
her foot. The child then imitates this opening the rest of the tone of the advert. Gradually actions become worse
such as swear, drunken acts, domestic and child abuse, etc. and each time the lighting and colouring of the
shots get darker to show the level of darkness with each act. The only text that is shown in the advert is at the
end where using a natural sans serif font they say, ‘Children see. Children do.’ The imagery in this advert is all
about imitation and mirroring showing the audience that if we see adults do these things that we know to be
bad why do not say anything but when actually seeing children copy these acts we want them to stop?
The progressive change in attitudes and acts themselves changes the tone of the advert inevitably changing
the colour scheme of the advert to be darker as the act become more extreme.
Case Study: (‘Children See, Children Do.’ – NAPCAN (Australia’s
National Association for Prevention of Child Abuse and Neglect))

Case Study: (‘Children See, Children Do.’ – NAPCAN (Australia’s
National Association for Prevention of Child Abuse and Neglect))
Even though this advertisement from Australia was
seen worldwide by millions of viewers and was
spread throughout the internet on social media
platforms such as Facebook to further the need to
protect children from abuse there has been a lack
of improvement in child abuse and neglect. Going
back to the source of the video I found a study from
2014 to 2015 on harm to children in Australia and
they found that of the children who get abused 13%
are sexually abused, 18% receive physical abuse,
26% experience neglect and 43% experience
emotional abuse. Whereas in the UK a study found
in 2015 that over 57,000 children suffer from abuse.
Overall, the advertisement, just like many
advertisements about abuse, raise awareness but
the issue is still at hand worldwide.

Case Study: (‘We’re The Superhumans’ - Rio Paralympics
2016 Channel 4)
Purpose: To create access to media production for non-
traditional groups is the main feature of this television advert
to promote the 2016 Paralympics. Rather than just showing
the athletes in their prime with their specialties in sport they go
the extra level to show disabled people in day-to-day life at
work, school, home, etc. With this it brings about local,
national or global change by providing information about
ways of life that are very unfamiliar to a lot of the viewers
watching this advert. And for those who share these
disabilities it build relationships with subjects by showing a
majority that is rarely seen in this way with such detail and
pride by to create access to media production for non-
traditional groups and to infiltrate mainstream media. The
whole concept with this advert is to change attitudes, to
raise awareness, and to create or strengthen community
ties by showing the normalcy and capabilities of people,
worldwide, who can disabilities but can still live a normal
lifestyle like people who don’t share that lifestyle.
Aims:
The aim of this commercial is rather than show the athletes by
who they are and what they are going to do to represent their
country they showed what it means to have a disability and
how they can do anything and more. With the song, ‘Yes I
Can’ playing as the theme to the advert showing a public
audience what they can do and to an audience of disabled
people that they can do what they want regardless with the
athletes as further inspiration.

Techniques:
One of the main techniques of this television advertisement is the colour scheme. Because this meant to be an
advert promoting a positive message about people whom are disabled the colours needed to constantly be
bright, warm and happy. Even when someone was shown outside at night their clothing was bright and the
lighting was warm on them so that nothing was harsh. This is so that when the audience view them and see
these bright colours and warm lighting they are visually told this is a positive message and they will feel happy
themselves consistently through the advertisement. This paired with the musical number, ‘Yes I Can’, adds
further to the positive tone of this commercial to promote the 2016 Rio Paralympics and for disabled people
everywhere. There are is no text in the advertisement until the end where they show the caption, ‘We’re the
Superhumans’ in a bold, strong sans serif font to add to the meaning of the advert being about strength of the
people shown in the commercial. The key feature with the message behind the advert and how they’ve
visualized this is through showing not only the athletes who are going to compete from all over the world for the
Paralympics but also people who are disabled doing day-to-day activities to inform the audience of things that
they could do without them knowing could. Such as driving a car, taking care of a baby of their baby on their
own, ballroom dancing, etc. This paired with the athletics featured in the Paralympics collectively shows the
audience a different side to how the Olympics advertise themselves. This advertisement promoted how you can
do anything, even be an athlete, with a disability can do everyday tasks and more. It’s important to show this
kind of message to a young and older audience which is what they managed to do with the promotion
broadcasted on Channel 4 where the Paralympics was played.
Even with darker backgrounds due to the time of day shown the colours that were shown were very vibrant and bright in
contrast which made them stand out to keep the mood of the commercial happy and bright.
Case Study: (‘We’re The Superhumans’ - Rio Paralympics 2016 Channel 4)

Case Study: (‘We’re The Superhumans’ - Rio Paralympics
2016 Channel 4)
The television advertisement for the 2016 Paralympics proved to have gained a lot of
attention from viewer. This could most likely be from the advert but also from the well
acknowledged viewings from the 2016 Olympics that came before the Paralympics. However,
the Opening ceremony for the Paralympics gained 2 million views and the overall ranking of
views that they had was 28 million. There is no actual evidence that this is due to the
advertisement played a month before their games but there is a strong possibility that it
influenced many to watch and support.

Case Study: (‘This Girl Can’ – The National Lottery)
Purpose: To challenge dominant representations and
agendas in the perception of women and how they are shown
on television is challenged in this advert and campaign by
showing the more realistic side to what women are like with
sport. Breaking down gender norms and beauty standards in this
advert from being perfectly poised during exercise by showing
how it can be tiring and hard but that’s what they’re can deal
with. Especially with woman of all ages, shapes and sizes. Even
though the advert was based in England with English women in
the advert it is used to bring about local, national or global
change on women and sport. That’s it’s not all about losing
weight but also for fun, challenging, careers and to build
strength. Because of this it changes attitudes and raises
awareness on gender norms for women by breaking the walls to
create access to media production for non-traditional
groups and to infiltrate mainstream media. The campaign is
also interact with it’s users by educating women on exercise in
when pregnant, on age, weight, etc. and through social media
with the campaign as a link it can create or strengthen
community ties and build relationships with subjects.
Aims:
The aim of this ad is to empower and influence women to get
into sport but not for the mainstream media purpose for women
which is to lose weight but for fun, to build their mental and
physical strength and to build relationships with other women
through doing sports. Rather than showing a polished view on
women in this commercial they don’t shy away from the reality of
the sports and women by showing a variety of women and how
effective the exercise can be but rewarding.

Techniques:
The fonts used in the ‘This Girl Can’ campaign was a formal, detailed serif font which isn’t usually used in a
campaign because they’re harder to see and read from a far. However, because serif fonts are more ‘feminine’
in the styles it fits the brief of the campaign in a way. Even though it’s promoting female strength and takes
down stereotypes of women having to explain themselves, exercising to lose weight only, having young models
through the entirety of the commercial, etc. having the curvy, detailed, more delicate font shows an irony to
compare with the campaign and what they were saying rather than making it bolder and strong with a sans
serif font. The colour scheme of the font for the text in the campaigns posters and television advert are white.
This, following the serif font, makes the campaign have a softer side most likely to show a feminine side to the
campaign rather than having the writing in black. Having the text in white also contrasts with the backgrounds
of the scenes shown whether in motion or as stills. The advertisement needed to show more realistic women of
all ages and sizes so the verity of locations and activates to reach out to as many woman as possible. Because
of these differences in women and location there needed to be a considerable amount of colour in the advert,
as well as movement, to keep the energy up given that the message is meant to be a positive one. Even when
the location of which these women were in the colours of their clothes and the lighting would be bright and
warm to put focus on them so that the viewer knows that they are the focal point. The bright colour choices also
signify to the audience that what they’re doing is fun and empowering which will encourage them to follow suit.
The advertisement encourages women to be strong and to exercise for more than
losing weight. Showing the women working hard and strained for a more realistic
view but the commercial uses the women’s positive attitudes and bright colours to
not turn the viewers away from their strenuous work outs and results.

With a lot of advertisements it can be hard to find
evidence to find out if the advertisements influenced
people to take notice and achieve what they were
wanting to achieve. However, with ‘This Girl Can’
there were multiple sources of evidence that showed
women exercising because they were inspired by
the advertisement. One of which was how 37 million
people had watched the advert on Facebook and
YouTube. As well as 500,000 followers online with
660,000 tweets on the topic alone. There were then
studies taken out which found that 1.6 million
women were exercising in groups or singularly
because of the advertisement showing a verity of
women and sports taken place. By September of
2015 there was a rise of 245,200 more women
playing sports since June of the same year.

Case Study: (SASH: Preventing Youth Homelessness Together)
Purpose: With this campaign they are aiming to
create or strengthen community ties by raising
awareness and providing information about youths
who are homeless in the North of England providing
bringing about local, national or global change
gradually as the posts spread throughout local areas
giving the chance to help. Given that this is a
campaign to stop homelessness with youths they use
communities to work together to help which builds
relationships with subjects not only those who work
to help but also those who are in need of help.
Aims:
The aim of this campaign is to help youths in the North
of England support and help with unemployment and
the ‘vicious cycle of homelessness’ with a host of
volunteers to train and help those in need through
colleges, school, health services, etc. to further
support them for their futures.

Techniques:
The use of a sans serif font is more eye-catching and clear for the viewer to see. The main attraction to their
campaign that they want people to see right away is their logo and campaigns name, ‘SASH’. Having people
being able to see that first had helps people know who they are right away, as well as having their campaigns
name be so short helps the name be easier to remember and read first hand. The rest of the text on the poster,
banners, leaflets, etc. use the same font but the writing will be much smaller in comparison to the companies
name such as the purpose of the campaign. This is how they draw people in, once people have peeked an
interest in the companies name and design they will go further to read more about the campaign, such as them
explaining how their aim is to, ‘Prevent Youth Homelessness Together’. Their colour scheme is very simple but
welcoming. By using the white background with the green they are using a neutral colour in contrast to a warm
colour making the design for the campaign be less harsh but still eye catching because of the contrast. The
imagery is the main element to the campaign because they are wanting to show a different side to
homelessness in youths. Showing photographs of youths who are homeless but look like a lot of different
teenagers and young adults. This is to inform people that anyone could be homeless but they don’t have the
staple look of a homeless person. With these images they aren’t trying to make people feel ignorant because a
lot of homeless people have that more commonly known homeless look from living outside and not having
money for clothes to change or keep but showing this less known look for homelessness informs people of the
importance of how easy it is to mistake someone to not be without a home.
The bold sans serif font helps the reader read clearly what is being
said and the imagery allows for people to see a different side of
homelessness.
Other banners they use
to campaign their group
projects only use the
bold text to get their
point across quickly and
clearly.

On SASH’s website they have shown evidence to
their campaign working for many homeless youths
and getting them somewhere safe to live and work.
However, in a study done in 2015 on homelessness
in the England showed that the numbers of
homeless people has increased since 2010. Mainly
in London but the evidence at hand shows that
people who go to SASH will most likely get feasible
and useful help but homelessness in the UK has
grown and is still a big issue.

Case Study: (Together! 2012)
Purpose: To build relationships with subjects is a huge part of
this campaign because it’s about creating access to media
production for non-traditional groups to come together and
express themselves through the arts. This challenges dominant
representations and agendas because the community is based on
members who are disabled to express themselves as a specialty
which isn’t shown often and is overshadowed if you are the only one.
Because this is a community member ship it brings about local,
national or global change to change attitudes all together
creating or strengthen community ties and builds relationships
with their subjects because it brings groups of people as a minority
into a community where they can work as a team rather than be
outside of a community because of others thinking they either can’t
do certain things in the arts because of their disability or won’t want
to.
Aims:
The aim of this campaign is to normalise disabled members to want
to be creative and there isn’t a lack of capability because of the
disabilities they have. Together! 2012 is also encouraging of cultural
differences which shows in what they present.

Techniques:
‘Together! 2012’ has one main element with their colour scheme which is their logo of multiple faces that are
painted in different colours showing numerous facial expressions. This indicates the diversity with their
campaign and the people that are involved within it from the staff to their members. The logo is a good link to
their branding of, ‘Disability Art Culture & Human Right’. For the rest of their colour scheme they only use black
and white for their website and campaign posters with the one side box in purple with text saying, ‘Inspired by
2012’. This is so that the black text is easy to read and distinguish against the white backgrounds. The
simplicity of the text helps get their point(s) across a lot easier rather than having too many colours and designs
because a lot of the campaign consists of a lot of writing to showcase what the members are doing, creating,
performing, etc. To keep the simplicity running through the theme of their designs they use a sans serif font to
make the viewer read what they are saying much more clearly and easier than if it were to have been written in
a serif font with more sharpness and curves, more detailing in general. All of the imagery they showcase,
besides their logo, is photography of their staff and members. This is a much more forthright way of showing
their audience that there are genuine members of this campaign/ organisation who take part and are doing
creative activities since 2012. The photographs are their main source of advertising. Their explanations for
what events they have and do are on their website in further detail but with social media they show what people
are doing within this organisation.
The main source of
colour in this
campaign is through
the companies logo
which represents
their diversity with
staff & members
Photography is key to the
campaign for how they
illustrate to their audience
what they do, that events
happen, that there are loads
of members creating
projects, etc. with straplines
and articles to further explain
what they are doing and
what other could potentially
do if they join their campaign
Case Study: (Together! 2012)

Case Study: (Stonewall – Gay Rights Campaign)
Purpose: To infiltrate mainstream media is shown with this
campaign by creating access to media production for non-
traditional groups because the topic of the LGBT community can
be over shadowed and stereotyped. Because the community can be
stereotyped this campaign infiltrates mainstream media by shining
a different light on a otherwise viewed community. Having a strong
and simple poster to show what they are trying to say is more
effective than over explaining a large topic. This campaign is made
to bring about local, national or global change because it can be
addressed to anyone anywhere inevitably to change attitudes,
raise awareness and to challenge dominant representations and
agendas. Because this campaign was made to change attitudes it is
also used to change voting behaviour for the LGBT community
and finally because the campaign is used for such a large community
the poster is used to build relationships with subjects.
Aims:
The overall aim of this campaign is to change the attitudes of those
who see it and have negative views on the LGBT community and the
comfort the ones who are gay. Having a poster with a slogan and an
overall campaign infiltrates mainstream media by leaving no room for
questioning or reasoning with what they’re saying. Just having a
statement, especially with a topic such as gay rights, isn’t usually
done in the media. As well as other pieces of the campaign had
made which challenge everyday sayings such as, ‘That’s so gay’ to
be taken into account and to stop people from saying them.

Techniques:
The font used for this campaign is sans serif to be bold and strong. The main element to this campaign is a key
slogan that can be re-used for multiple causes within the campaigns brand. Such as their best known poster,
‘Some people are Gay. Get over it!’ has been changed for multiple sexualities such as, ‘Some people Trans.
Get over it!’ There are no images within this campaigns promotion, just this slogan. Having, ‘Some people are
Gay. Get over it.’ as their text leaves no room for argument or questioning because of how blunt and factual
they have worded the slogan. Being short and to the point makes it quicker to read, particularly with the bold
text and having all the words in capital letters. The colour scheme for the posters follow only three colours each
time, red, white and black. These contrasting colours are bold rather than bright but still eye-catching. Rather
than having white text against background, and black against white, they chose a less harsh and commonly
used contrast. The red makes the text seem more appealing whereas if the whole poster was black and white it
would have been too cold. Using red also matches the campaigns, ‘Stonewall’, logo which is red and white. As
well as using the colour black for the main statement adds emphasis to the content, ‘Get over it!’. Other poster
that they have made outside of the ‘Some people are…’ trademark still use the same colour scheme but branch
out to different commonly known sayings and arguing against them. For instance, ‘“That’s so gay!” Let’s be
honest, it’s probably not.’ Using the same font shows consistency and allows their audience to know who made
this poster and what their running them is, which on their website is, ‘Acceptance without exception’. The lack
of imagery doesn’t make the posters any less effective because sexuality is a global cause and issue so terms
such as ‘Gay’ are so well known that images aren’t needed. It also adds to the bold statement that they are
trying to make by only having a bold statement on the posters.

Stonewall as a whole has created impact in
the LGBT community since they started a
riot in a gay bar during the 1960’s for gay
rights. Given that Stonewall is the biggest
LGBT campaign in the UK there is a strong
possibility that they influenced many of the
rights for their community within the UK,
legal and in general people’s attitudes,
through campaigns and protests. Such as
the legalizing of gay rights in the UK in
2014.

Case Study: (He For She – Gender Equality Campaign)
Purpose: To change voting behaviour is the key element to
this campaign for it is aimed at women's rights, particularly for
women's right to vote. Many women’s rights aren’t legal
everywhere, such as the vote, so this campaign was set out
globally to bring about local, national or global change to
change the attitudes of those around the world to help make
quality for men and women. With this comes the challenge of
dominant representations and agendas around the world to
create equality for all which needs to break down the views on
men and women. Raising awareness on this topic provides
information to many about what equality is and what is and
isn’t legal for them worldwide. This will infiltrate mainstream
media to encourage people to take away gender roles and
what society deems and ‘suitable’ or ‘normal’ for what men
and women take on for jobs, life roles and attitudes they carry.
Aims:
The aim of this campaign is to raise awareness around the
world about women’s rights and to bring equality for all. This
campaign had the actress Emma Watson as their spokes-
person getting the attention of many young audience member
on the issues at had. This then followed to many other well
known and liked celebrities spreading the word on feminism,
particularly ‘He For She’.

Techniques:
The campaign for ‘He For She’ uses the internet as a crucial aspect to their promotion. Their connection with
the Internet to connect to their audience is needed to make sure that their campaign is well known. Feminism is
a well known term and many people are feminists but the He For She campaign isn’t as well known so the use
of social media helps pull attention and shines a light on the campaign. This is also back-up with the use of
celebrity humanitarians such as Emma Watson to get the attention of a younger audience who like and follow
her. He For She shows a variety of issues but unlike a lot of campaigns they don’t promote through posters and
merchandise but rather through events held which, again, is brought to people’s knowledge through social
media. The colour scheme for campaigns logo isn’t what would be traditionally anticipated for a male and
female campaign. Usually the colours that would be used would be pink for female and blue for male. However,
they used pink and black. Taking them away was conscious effort because the campaign, even though they’re
promoting equality, is primarily made up of women and speaks on behalf of women’s rights (He For She – UN
Women Solidarity Movement for Gender Equality). As well as eliminating the traditional symbols for men and
women with a new symbol to represent the campaign but shows relation to the well known symbols for men
and women. The font that they have used through out their campaigns logo and online is a serif font but used
in bold and black to keep it crisp and clean. They had also kept away from using all of their text in all capitals.
This is mainly because their campaigns name isn’t a statement used or a slogan but rather just the
fundamental component for their audience to follow. This is what sparks the online community of people who
follow the campaign by using the hash-tag ‘HeForShe’.
Changing of symbols for the campaign
The impact of social media (how many people view what people are
saying and like which then has them following suit)

The He For She campaign made a fast impact online with Emma Watson as their newest ambassador
which sparked influence online with people. On their website they have shown how many acts that they
have done for gender equality which is over 1.2 million. There main influence has been shown through
discussion more than anything. 2014 showed a lot of attention on feminism after Emma Watsons speech
for the younger generation and has continued to this day. Whether or not there is evidence to legalizing and
changing of attitudes as a whole in the work place, payment, education, etc. is unknown but there is a good
chance to the campaign being a huge influence, particularly for the younger generation.

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