The campaign by Models of Diversity aims to bring about global change by changing attitudes towards disabled models. It features three models of different abilities to showcase diversity and natural beauty. The poster crosses out the "Dis" in "Disabled" and fades the last letter to emphasize that disabled people are able to model. It encourages people to get involved by visiting their website and supporting more inclusion of diverse models in the industry.

1. Social Action and Community
Media
Existing Product Research

2. Creative Media Production 2012
Case Study: Shelter
Purpose: This campaign for Shelter, a charity
fighting against homelessness in the UK, has been
made for national change. This is evident as they
are a charity based in the UK. The campaign has
been made to raise awareness of how severe
homelessness is in the UK. I think that people are
aware of homelessness, however the information
provided about how often someone faces
homelessness would be quite shocking to most
people. This campaign has also been made to
provide information to the public about
homelessness, though it only includes one
sentence. The campaign could also be to help the
public to have a greater understanding of
homelessness and might help them to build a
relationship with the issue.
Aims: The campaigns main aim is to gain the
publics support by highlighting what a severe issue
homelessness is.
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3. Creative Media Production 2012
Techniques: The colours they have chosen for the campaign are quite dark. They have used black for the
background, and red for the text box. Black might have been used to show what a serious issue homelessness is. By
using black as opposed to a bright colour it prevents the campaign from looking light hearted. The colour red is their
brand colour, so when you look at the campaign, if you are already familiar with Shelter, you might recognise it. The
combination of black and red together I think looks quite sinister.
The photographs used for the campaign appear to be torn up at the edges. Some of the photographs even tare particular
peoples faces out of the photograph. I think that this has been done to reflect him these peoples lives are being torn apart
by homelessness. Non of the people in the pictures look happy either, making the campaign more serious and
representing how homeless people might actually feel. The image below is an example of some of the photographs used
for the campaign.
They have included a shocking statistic in their campaign, and after they have put “…Happy Christmas”. This campaign
was released around christmas time. They have done this to make people stop and think at Christmas time, when they are
warm inside with their family having a nice time, that some people are less fortunate. This could make people feel guilty,
and might make them want to donate something in order to help towards someone having a better Christmas. “Happy
Christmas” really stands out amongst the rest of the campaign as nothing else looks happy.
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Case Study: Shelter

4. Creative Media Production 2012
Impact: It is difficult to pin point where one particular campaign has made a difference. There are usually many
different media in which organisations will reach out to people, so it is difficult to know which one had made the
difference.
In Shelter’s impact report of 2012/13, they state that they proposed a new type of tenancy that would allow tenants to
stay in their rented homes for a longer period, where previously they could be evicted after six months or so.
They state that their most successful campaign was the ‘Evict Rogue Landlords’ campaign. This was done to put
pressure on authorities to prosecute landlords who didn't comply with the law. Shelter state that the number of
successful prosecutions of rogue landlords rose to 77%. The image below is from the ‘Evict Rogue Landlords’
campaign.
On Shelters website they state that they take part in lobbying government in order to get laws that they want passed.
For example they passed the Tenancy Deposit Scheme, which protects the deposit money put down by tenants before
they move in.
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Case Study: Shelter

5. Creative Media Production 2012
Case Study: Labour Party Election Campaign
Purpose: This poster has been used to
campaign for Labour in 2005. They have created this
to change voting behaviour. Perhaps encouraging
more people to vote, and especially for Labour.
They have also done this with the intention of
raising awareness of the Labour party. The Labour
party are one of the leading political party’s in the
country, so I think that most people would be aware
of them. I think that the campaign is a reminder to
people to vote for them, and a reminder of how bad
their opponents, the Conservatives are. This poster
could also be to encourage national change,
specifically in England, as the election wouldn’t
affect the rest of the whole world.
Aims: The main aim of this poster is to
encourage voters to vote Labour in the next
election.
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6. Creative Media Production 2012
Techniques: This poster has used a bit of slander in their campaign against the Conservative party. They have
suggested that the Tory party put up interest rates and there wouldn’t be economic stability in they got into power. This
implies that Labour would be the better option, and so this would encourage voters to vote for them.
They have also put in much larger writing “If you value it, vote for it.” In the background there is also a picture of a couple
standing in front of their house. I think that this might suggest that if you value your home, then the best party to vote for
is Labour.
The couple standing in front of the house look very natural and normal. They are dressed in casual clothes, and are
standing in a relaxed position. This perhaps might make people think that Labour is a party for normal every day people.
They appear to have put a boarder around the couple and the house, though some parts of the image are not in the
boarder. It is almost as if they have taken the big billboard to these peoples house. This sort of makes the photograph
look less fake and staged. It sort of reminds you that its not just a billboard, its these peoples lives, and their home.
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Case Study: Labour Party Election Campaign

7. Creative Media Production 2012
Impact: The chart below shows the share of votes each party received in elections between 1918-2010. The red
line represents the Labour party’s statistics. This Labour party election campaign was released in 2005. As you can
see from the chart the percentages of votes for the Labour party and the Conservatives is fairly close, though Labour
got slightly more. I don’t think that you can pit this down to one particular campaign, though perhaps all of their
different campaigns together might have made an impact on the voting behaviour of the public.
In the 2005 election, the turnout of voters in the UK rose by 2% from the previous election in 2001. Again, I don’t think
that you can pin this down to this one campaign poster, though perhaps all Labour’s campaigns together might have
made an impact of the turnout.
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Case Study: Labour Party Election Campaign

8. Creative Media Production 2012
Case Study: Models of Diversity
Purpose: Models of Diversity published this
campaign in order to bring about global change.
They are trying to access people from all over the
world to change their views. They are trying to
change the attitudes towards disabled people, and
their role in the modelling industry. This campaign
is also to change dominant views. People perhaps
might not associate modelling with disability. They
might perhaps think that a disabled person could
not be a model, though Models of Diversity are
trying to show that anyone can and should. They
are trying to show that diversity is beautiful. In this
campaign they are also trying to provide information
to the public. They give out the website of their
company in order to inform people of how they can
get involved. Models of Diversity have also tried to
infiltrate mainstream media. For example, one of the
key members of the campaign Angel Sinclair
appeared on Gok Wan’s Miss Naked Beauty. They
have also appeared in many newspapers and
magazines. I think that this campaign is also to help
create a relationship with the issue. I think that
many people are aware that disabled people are
under represented in the modelling industry, and in
the media. However its an issue that I don’t think
has been discussed until recent years. I think
people have accepted it before, where as now
Models of Diversity are trying to get involved with
the issue.
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9. Creative Media Production 2012
Case Study:Models of Diversity
Aims: I think that the main aim of this campaign
is to encourage people to get involved in Models of
Diversity so that they have more support, and so
that people understand the issue. It is also to
change peoples views of disabled people, and to
change how the media and modelling industry
represent disability.
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10. Creative Media Production 2012
Techniques: The campaign shows an image of 3 different women. These women are supposed to represent
diversity. The 3 women are showing little clothing and little make up, so it is highlighting their faces and their natural
beauty.
The campaign also shows a big red cross going through “Dis” in “Disabled”. They have also faded “Dis” and the last letter
“d” in the word so all you clearly see is the word able. This is to change the view of people who think that disabled people
cannot model, and to make they think that they are able to.
They have written “Disabled modes make a positive difference” to give people an idea of what they are campaigning for,
and to change peoples attitudes about disabled people. Some people may associate disability with something negative, so
saying that they are doing something positive might eradicate some of those negative thoughts.
They have provided a link to their website to make it easier for people to access information about them and their
campaign. They have also encouraged people to get involved by putting the words “Get involved” in red writing to make it
stand out amongst the rest of the text so drawing attention to it. They have also provided their logo, which perhaps gives
people an idea of who they are and what kind of a company they are. Their text appears to be quite eroded looking and
isn’t written in a straight line, which could indicate that they are different. They also have a bright yellow background to
their logo which could indicate to people that they stand out amongst others.
The poster is straight to the point and simple. The text is mostly black, with some red bits such as the cross over the “Dis”
in “Disabled”, and the words “Get involved”. All of the font is bold and simple as well. They have also used a plain white
background. The fact that the models are wearing simple make up and showing little clothing also helps to achieve this
straight forward simple look. I think that they might have done this so that people take the campaign seriously, and to
shows that they are serious about the issue.
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Case Study:Models of Diversity

11. Creative Media Production 2012
Impact: Models of Diversity have managed to give people of all
ethnicities, abilities, shapes and sizes, a way into modelling. For
example model Kelly Knox, part of Models of Diversity, has managed
to model for Debenhams, P&G beauty, has been photographed by
Rankin, and has been featured in Marie Claire. Below is a picture of
Kelly, wearing Chanel and Karl Lagerfeld for Marie Claire.
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Case Study:Models of Diversity