o

1. Campaign Proposal
Product
Save The Children
Target Audience
Males and females aged 40-50, mainly aimed towards parents and adults with kids. The
advert ill have a spot the difference theme which will portray 2 outfits which seemalike
when one is from a charity shop and another is from a fashion shop.
Campaign message
To advertise charity shops as an alternative shopping area instead of going to the
mainstream shops and show that there are not as expensive as fashion shops.
Launch Date
The launch date will appear during 1st October because this is the start of the winter season
and people will be looking for new cloths and the cloths on the adverts will be for winter so
people will feel encouraged to buy these clothes.
Legal and Ethical Issues
Legal
Copyright was put in place during 1988 created by the law of a country that grants the
creator of an original work exclusive rights for its use and distribution. This is usually only for
a limited time.
Privacy law refers to the laws which deal with the regulation of personal information about
individuals which can be collected by governments and other public as well as private
organizations and its storage use, this law was put in place during 1972.

2. Ethical
Other ethical groups will not feel as if these clothes are directed towards certain ethical
groups by having more than just 2 white actors for the adverts. This will make sure that
people in different ethical groups appreciate the clothing and it is not directed towards
anyone.
Code Of Practice
The code of practice will be followed to make sure there are no vulgar or law breaking
material in the advert making the ads more community friendly and more viewable to
people. If the code of practice was not put in place then vulgar material could be used
causing people to complain and find the advert to offensive;
MisleadingAdvertising:
3.1:Marketingcommunicationsmustnotmateriallymisleadorbe likelytodoso.
3.2: Obviousexaggerations("puffery") andclaimsthatthe average consumerwhoseesthe
marketingcommunicationisunlikelytotake literallyare allowedprovidedtheydonotmaterially
mislead.
3.3: Marketingcommunicationsmustnotmisleadthe consumerbyomittingmaterial information.
Theymust notmisleadbyhidingmaterial informationorpresentingitinanunclear,unintelligible,
ambiguousoruntimelymanner.Material informationisinformationthatthe consumerneedsto
make informeddecisionsinrelationtoaproduct.Whetherthe omissionorpresentationof material
informationislikelytomisleadthe consumerdependsonthe context,the mediumand,if the
mediumof the marketingcommunicationisconstrainedbytime orspace,the measuresthatthe
marketertakestomake that informationavailable tothe consumerbyothermeans.
Harm and Offense:
Marketersshouldtake accountof the prevailingstandardsinsocietyandthe contextinwhich a
marketingcommunicationislikelytoappeartominimise the riskof causingharmor seriousor
widespreadoffence.
Rules4.1: Marketingcommunicationsmustnotcontainanythingthatislikelytocause seriousor
widespreadoffence.Particularcare must be takento avoidcausingoffence onthe groundsof race,
religion,gender,sexual orientation,disabilityorage.Compliance will be judgedonthe context,
medium,audience,productandprevailingstandards.Marketingcommunicationsmaybe distasteful
withoutnecessarilybreachingthisrule.Marketersare urgedtoconsiderpublicsensitivitiesbefore

3. usingpotentiallyoffensivematerial.The factthata productis offensive tosome people isnot
groundsfor findingamarketingcommunicationinbreachof the Code.
4.6: Marketingcommunicationsmustnotencourage consumerstodrinkanddrive.Marketing
communicationsmust,whererelevant,include aprominentwarningonthe dangersof drinkingand
drivingandmustnot suggestthatthe effectsof drinkingalcoholcanbe masked.
4.7: Marketersmusttake particularcare not to include intheirmarketingcommunicationsvisual
effectsortechniquesthatare likelytoadverselyaffectmembersof the publicwithphotosensitive
epilepsy.
Privacy
7.1:Claims in marketing communications, whenever published or distributed, whose
principal function is to influence voters in a local, regional, national or international election
or referendum are exempt from the Code.
7.2: Marketing communications by central or local government, as distinct from those
concerning party policy, are subject to the Code.