2. Audience
Who is the target audience of charity ads?
ABC Demographics, quite well off, 25+
What techniques are used to target this audience?
Use babies and children to show how it is not their fault that they got put into this
situation – innocence and vulnerability.
4. Text in childish
handwriting, also uses of
quotation marks these both
give the effect that a child
has written it themselves, it
also makes the audience
realize they may not just
be damaging themselves
but also their children.
The fact at the
bottom is used to
shock the audience;
showing that this ad
is aimed at adults.
They have taken the
well known fear of
spiders, to show
what really scares
this girl, the audience
can tell it is a girl,
from the flowers in
the background, the
spider is also made
to look big thanks to
shadows and
lighting.
6. Shelter
●What does Shelter do?
https://www.youtube.com/watch?v=8kyb0dhW5ss
Shelter is a charity that helps people find houses and keep them, they solve problems and make sure
people don’t fear loosing their homes. Shelter helps millions of people every year struggling with bad
housing or homelessness through our advice, support and legal services. And they campaign to make
sure that, one day, no one will have to turn to them for help.
7. Context: Shelter’s 2011 campaign
Founded in 1966 in London. Ken Loach’s Cathy Come Home was pivotal in
establishment of the charity. https://www.youtube.com/watch?v=xky8ZqhNAlo
Aims to help people with homelessness and bad housing. Gives advice and lobbies
government to make changes to improve housing.
Campaign launched in 2011 to encourage people at risk of losing their home to
ask for advice earlier
Main focus of campaign is poster ads, but FB and mobile messaging also used
The poster campaign initially launched in four towns identified as hotspots for
housing problems, and ran from 21 August for six weeks.
8. Discuss
Shelter’s campaign was created by Amplify on a pro bono basis. Jonathan Emmins, founder of Amplify
said:
“It was crucial to us that the creative had the ability to shock and stand out but without resorting to
gimmicks. We wanted people to empathise, to never lose sight of the real people, the real faces
impacted by the current economic and housing situation.”
Purpose:
To campaign
To provide information
Aims:
The aims of this campaign is to raise awareness of homelessness arising in todays society, especially with the
recession and the current climate, which is relatable to many people in todays society because it coincides with the
issues of debt which people are faced with.
Some of slogans used to really catch to eye of the reader include; ‘but where will we live?’ this is a good clear
message which gets the information across in a direct manner as this could happen to anyone down to their job or
living accommodation.
13. Analyse the ad
The aim of the ad is to make the 25+ ABC demographics understand the struggles
everyday people go through with the fear of losing their house. This is
demonstrated through the quotes used ‘BUT WHERE WILL WE LIVE?’ this
question is all in capitals and is there to show the questions people who go to
shelter ask. This then demonstrates what shelter values. The family struggling. This
charity aims to make sure people keep their houses which is communicated
through this ad, they want to help out anyone who needs it. The posters use direct
mode of address to help advertise this as well, by doing this it creates a closer
connection between the audience and the charity. The red almost translucent font
connotates danger and worry that these people could be feeling it also covers the
neutral facial expressions to suggest how these questions will always be on their
minds. The tagline underneath used gives a problem and ends with ‘we can help’
once again showing what shelter values as a charity.
15. Social Context: Social Anxieties
●How many households are
homeless? (2013-2014)
●https://www.theguardian.com/so
ciety/2017/nov/08/one-in-every-
200-people-in-uk-are-homeless-
according-to-shelter
17. Social Context Cultural Context
●Inequalities
Reminds us of the inequalities of wealth in society
●Social Values
Values of people facing losing their home is different
to people who value trivial matters, latest x box,
make up etc
●Consumerism
Homelessness can be seen as one of the
effects of consumerism (over spending, debt)
● Postmodernism
Media saturated world, shocking images,
desensitised to shocking images and statistics,
focusing on individual, personal experiences rather
than mass stats / data
18. Task
●What are the
generic codes and
conventions of charity
adverts?
Write a list
1. ‘the ideal victim’ babies, women, animals
2. Vulnerability and innocence
3. Rhetorical questions
4. Direct mode of address
5. Statements
19. Generic Codes & Conventions of Charity Ads
●The creation of sympathy for the subject of the
charity (use of facts and statistics)
●The creation of empathy for the subject of the
charity ( use of images - how would you feel if
you were in their shoes?)
●Shock – make you feel that you have to
contribute to the charitable cause (disturbing
images)
●Charity name / logo
●Slogan
●Image of victim maybe isolated
●Sombre mode of address
●Use of colour
●Colour associated with brand
●Web address
●Invitation to interact with company / donate
●Message will be text / image based
