The document outlines plans for research to create promotional materials for a charity called SASH that helps the homeless. It discusses examining existing campaigns to analyze colors, images, writing and effectiveness. It aims to survey 20-30 people ages 16-24 through questionnaires to understand preferences. Potential issues addressed are offending people with images/questions and low response rates, which will be addressed through sensitive questions and approaching people in person. The finished materials are planned to be posted online and in stores to promote awareness and fundraising for the local charity.

1. Aims and Considerations sheet
Existing Products:
How many existing artefacts do you feel you will need to look at?
Realistically 2 but I will be comparing the whole campaigns, so the website, posters, public adverts,
will be researched to find out how they are linked together to be linked as one campaign.
What kinds of artefacts are you expecting to look at?
I will be looking at all types of artefacts including websites, posters, public adverts and stickers.
This will enable me to find out which ones are more effective and help me to decide which one I
would like to do.
What elements will you be looking at to help you with your research?
I will be looking at the colours they use, which ones catch your eye more, which ones go with the
cause best and which are the most effective. The copy will also be an aspect that will be important
to look at. The writing is what draws the audience in and gets them thinking. It is one of the
elements that make them want to donate. The other elements are the images used, some ads
don’t use images so finding out the affect they have to people opinions.
Primary Research:
How many people would you hope to question as part of your primary research?
As many as possible. Hopefully somewhere between 20-30 because its not too little or too much. If
not enough people answer the questionnaire the research will be mute as having two answers isn’t
enough evidence that the public actually prefer those options or have those opinions. 2 people
can’t speak for the whole public.
What age group would you like to target and why?
16-24 because this is the target audience of SASH. There is no point I get research from an
audience you are not targeting. The research helps you to target them, especially the
questionnaire, because it gets their opinions on how they think adverts for campaign should be
done and what they like about them. You need to make should your target audience likes your
campaign or it won’t appeal to them at all.
What methods will you use?
I will be carrying out a questionnaire. Doing this will give me quantitative and qualitative answers. I
will need both types to find out what people like and why they like it. If I find out the reason why
people like it I can adjust the method but try to keep the aspects they like. I can’t copying existing
products so finding out the specific things the target audience like then I can include them and not
look to similar to the artefacts I researched.

2. How will you know if your research has been successful?
I will know how my end product will look like and what to include in it. Looking at existing products
will help me to understand how a professional ad should look like and will give me a basic idea of
how mine will look like. That mixed with the responses from my questionnaire I will know what to
include and where it should be placed on the page.
Considerations:
Why might you need to be sensitive when carrying out research during this project?
Some people may be related to someone who is homeless so it is a very touchy subject for them. I
also can’t mention race in any of my questions as people can be easily offended when race is
mentioned. People could also be offended by the images I use. If the images are too graphic it
could be distressing.
Could you face any problems when trying to do this research? If so, is there a way to overcome
these?
No one could answer my questionnaire, to overcome this I will print it out and go up to people,
most probably my class mates, and get them to fill out it so I will at least get some responses.
Some of the images to do with homelessness can be quite disturbing and offend people. To avoid
this I will use images that are subtle.
Where would you expect your finished pieces to be displayed and distributed?
I expect my finished pieces to be displayed so the public can see it. The website, I expect to be put
online so all can see. The posters I expect to be in windows of local stores and post offices. The
website could have a store page where people could buy stickers or people could stand in the
middle of town handing out the stickers along with leaflets. People are more likely to accept free
stuff but making them pay will help with raising money for the cause.
What funding issues might an organisation like SASH face?
They are an unknown charity in the York area so not many people know of them. Also if your
restricting your services to a certain area you restrict your donations too. People from the local
area will be the only people to donate but if people in the local area don’t know about them then
they won’t donate.