Here is a summary of the key findings from your audience research: - The majority of respondents believe in equality and recognize that inequality still exists in the UK. However, around half do not think there is full equality between genders. - Religion and race seem to be areas where most acknowledge ongoing inequality. However, nearly half were unsure about gender inequality. - A significant portion of your target audience of 17-25 year olds participated. - Some expressed direct experiences of discrimination. This research indicates that while awareness of issues like religious and racial inequality is high, gender inequality is still not fully recognized by around half of respondents. It also provided some opportunities for interviews. The key focus of your campaign should be

1. Product Research
Ellie Marsh

2. Gender
 This is a poster from the UN women, they are using this
poster to try and promote gender equality. One way that
this poster is effective is the way that the background is
black and dark and the text is in a white box, this makes
the text stand out and draws the audiences eye to it. As
well as this the words and fraises that are used to try
and make a point are in bold. This gives them more
influenzas, the words are trying t shock the audience
and make them think about gender equality. They have
also used a close up shot of this woman's face and
made her look directly into the camera so that on the
poster it looks as if the woman's eyes are looking
directly at the audience. This is effective because it
makes the poster seem more personal and makes it
seem as if it is targeting you as an individual, it
automatically grabs you attention. Furthermore the use
of a common internet search engine is recognizable for
most people and they will understand the cultural link,
this is a good way of getting your message across as
everyone can relate to using this search engine before.
Also putting this over the woman’s mouth is also an
effective technique as it makes it look like she is being
spoken for by the rest of the word and she has no say.
This poster has quite a negative dark tone, the
language and imagery are trying to shock the audience.

3. Gender
 This poster is part of a campaign from the the
quality movement and aims to create gender
equality. One technique that has been used in this
like the previous poster I the use of a black
background with white text and a white image. This
makes these tings stand out and draws the
audiences eye to them. As well as this using the
orange colour that is used I the logo in the bottom
right hand corner for other shorter smaller pieces of
text is a good way to make them also stand out.
Creating a hasgtag for this campaign is a good way
to get social media attention, it makes the images
easy to share and easy to talk about, making the
hashtag orange and putting it directly underneath
the two main pieces of text means that the
audience will definitely see it and then know how to
talk about and how to share the post is they wish to.
Another technique that has been used is using half
of a mans face and half of a woman's face and
putting them together to make them look like one
person. This conveys a message to the audience
that both people are the same and both are equal.
This is the message that the quality movement
want to get across to their audience.

4. Gender
 This is a poster also created by the UN
women, they have used an image of
Emma Watson who is the UN woman
goodwill ambassador and one of her
quotes to convey their message to the
reader. One aspect that makes this poster
effective is the use of the image of Emma
Watson, she is a famous actress as well
as being an ambassador for the UN, this
creates another cultural link and will
attract a wider audience as fans of this
actress will follow what she dose and
might share this poster with their friends
and family's. As well as this using bold on
the question makes them stand out more
against the background and the rest of the
text. Also this shows the audience that
these are the questions to ask yourself,
this makes the audience think about what
they feel about the subject and what they
could do to change their behaviors or the
behaviors of others.

5. Gender
 This is a poster that promotes equal pay
between the genders. It uses imagery that
is recognizable for almost everyone in the
UK, the underground sign. Along with a
fares that is connected to the logo as is said
at almost every strain and tube station
across the country. However in this image
they have changed the word from
‘underground’ to mind the gap, this is
almost a play on words because it is
referring to the pay gab however this fraise
is also linked to the train and underground
service. By using these words in this and
this sign you create a coloration between
the two, this could have been used so that
when the audience now see the
underground sign they will think about the
pay gap. As well as this the text underneath
targets the audience directly, it uses the
word we which makes the audience feel like
it is partly their responsibility to change the
way that women are treated in the
workplace.

6. Gender
 This is a series of poster that are aimed
at preventing sexual harassment in the
workplace. They use a running theme of
having a line that should never be
crossed, this shows people who may
not be aware of what sexual
harassment is, what is is and may notify
them that they are currently being
harassed or themselves harassing
someone else. They use the black
background and white text to make the
words stand out, furthermore they use
the bright colours to show clearly where
the line is between what is acceptable
and what is not. Using this black
background makes this poster stand out
to the audience because it creates a
contrast between the black and white
and the bright colour.

7. Gender
 This is a piece of clothing from an
online shop called ‘round plus
square times equality now’. This
company focus on creating fair
cloths, they work closely with
Equality now to create clothing that
promotes equality and hope. When
these cloths are sold 30% of the
profit will be given to the Equality
now charity, these items are
advertised on the Equality now
website under the title ‘shop’. This
clothing all have a messages that
promote gender equality, for
example this t-shirt says ‘girl power’
and ‘hope’ these are both messages
that promote the equality of genders
and support the women who are
being oppressed and discriminated
against.

8. Race
 This is a poster from a campaign aimed at
people who are racist, it it trying to prove to
them that all people are the same on the
inside and it doesn't matter what they look like
on the outside. One thing that this poster dose
to make it effective is it puts the audience n a
situation that they would never want to be in
and makes them question their views. This is
effective because it is emotive and will make
the audience think about how they would feel
in that situation an what they would do. As well
as this the language used is quite aggressive
and speaks directly to the audience, using
bold capital letters also puts enosis on the
anger within the language used. It also makes
the audience question their views because
they cannot possibly pick out the ‘white’ one.
This poster has quite an aggressive angry
tone and really puts the audience on the spot
and makes them think about how hey behave
and what their attitudes are.

9. Race
 This takes the same tone as the
previous poster as is also aimed at
the racist people and will make
them feel stupid. This image is
effective because it shows that all
brains of all different human races
look the same and then it make a
joke saying that the racist brain is
smaller than the racist is smaller.
This suggest to the audience that
the racist people are more stupid as
they have a smaller brain, this is
obliviously not factually true
however it is trying to take the mick
out of people with these thoughts
and feelings. As well as this it
makes them seem less important
and weak as when it is put next to
the other three brains it makes it
look lonely and weak.

10. Quotes
Gender
 ‘In most parts of the world, when a girl is born her wings are clipped she is not able to
fly’- Ziaddin Yousafzia, Malala Yousafzai’s Father
 ‘We need to make equal pay and equal opportunity's for girls a reality so woman rights
are human rights once and for all’- Hillary Clinton
 I raise up my voice – not so I can shout, but so that those without a voice can be heard…
We cannot succeed when half of us are held back’- Malala Yousafzai
 ‘It is time that we all see gender as a specturum instead of two sets of ideals. We should
stop defining each other by what we are not. And start defining ourselves by who we
are’- Emma Watson (UN woman goodwill ambassador)
 ‘Woman make up 50% of the population and more that 50% of voters. We must demand
that we receive 100% of the opportunities’ – Beyonce
 ‘I demand the independence of women, her rights, to support herself, to live for herself to
love whomever she pleases, or as many as she pleases. I demand freedom fo both
sexs, freedom of action, freedom in love and freedom in motherhood’- Emma Goldman
1897
 Race

11. Client Research

12. The Client: The Equality Trust
https://www.equalitytrust.org.uk
 Overview of the client.
 Who are they, when did they start, why did they start, what do they do, how
are they funded?
 The equality trust is a charity who try and create social change by trying to
create a more equal society for everyone within it. They analyse the latest
research to gather the fact, they help and promote strong fact based groups
and support a wide network of campaign groups across the UK. It was
founded in 2009 by Bill Kerry, Richard Wilkinson and Katie Pickett, it was
inspired by the reliance of the book ‘The spirit level: Why more equal societies
almost always do better’. Their main aim is to close up the pay gaps between
different people, they think that there is a correlating relation between low
economic growth and inequality. They believe that for a society to succeed it
needs to be equal. The main ways that this organisation get their funding is
thorough the ‘network of social change’ and the ‘Joseph Rowntree charitable
trust’, these two organizations are in place to support charity's within the UK
and abroad.

13. The issues: Equality
 Your client might advocate on a number of different yet related issues.
 What issues your client campaign on?
 The main issue that the group I am looking it to tackle is the diverse economic difference
between people who do the same job. For example on average a man doing exactly the
same job as a woman will get paid more for it.
 What are some of the impacts they have managed to achieve?
 One thing that they have managed to create small groups all around the country that
camping for equality in their areas. Anyone can join these small groups and they are in
place for anyone who feels that they are being discriminated against as well as for
people who just want to help the course. They are also used to educate people about
inequality and its effects.
 What are they still hoping to achieve?
 The equality trust are aiming to create social change so that discrimination against
minority groups is irradiated. They believe that equal pay and equal right creates a better
more successful society. There main aim is to educate people and give them the real
facts about equality and give them the tools to go out and try and help people.

14. Facts and figures:
 Use this space to highlight key facts and figures related to your client and the social
issue you are trying to tackle. These could be very useful later on in your project as you
try to raise awareness. https://www.equalitytrust.org.uk
• Income inequality is still at record levels, said the OECD.
• Households in the bottom 10% of the population have on average a net income of
£9,277. The top 10% have net incomes over nine times that (£83,897).
• The poorest fifth of society have only 8% of the total income, whereas the top fifth have
40%.
• The richest 10% of households hold 45% of all wealth. The poorest 50%, by contrast,
own just 8.7%.
• People in European countries with higher levels of inequality are less likely to help each
other in acts of altruism
• Higher rates of income inequality are linked to lower levels of voter turnout
• Research has found that giving £7,000 to every child on Free School Meals (FSM) would
increase their Key Stage 2 scores by more than 1.5 points and halve the gap between
FSM and non-FSM children
• More equally distributed state funding for education is associated with increased social
mobility

15.  http://www.equalitynow.org
• FGM, the partial or complete removal of external female genitalia for
non-medical reasons, affects approximately 200 million
girls and women worldwide.
• Over a lifetime, one in three women will experience physical or sexual
violence
27% of countries have sexist nationality laws
• 50% of sexual assaults worldwide are committed against girls under
16
• In the developing world more than 60 million woman aged 20-24 were
married before they turned 18.
• In Afghanistan there were 2009 rapes nation wide, 928 woman,
• 968 children, 285 boys and 683 girls were sexually abused
• The number of children forced into the commercial sex industry in
Brazin; 250,000 the second largest number after Thailand, and top
destination for sex tourism

16. Audience Research

17. Forms of research
 The forms of research I will be using are questionnaires and
interviews. I will be using questionnaires to find out the feelings and
opinions of a large audience, this will help me to understand what
people think can be changed and if they have ever been personally
discriminated against because of any of the topics that are raised in
the questionnaire. I will then use the interviews to find out more
about peoples individual experiences, this will be harder as some
people may not find these topics easy to talk about not might not
actually want to share their experiences with me. As well as this I
have no direct connections with people who have experienced
discrimination and therefore it will be harder for me to find people to
interview. However to try and get around these barriers I will put
questions in my questionnaire asking if people have every been
victomised and if they would be willing to be interviewed about it,
this will give me more access to the people I need to talk to.

18. Questions
Interview
• Name
• What was the reason
you were discriminated
against?
• Please give an account
of your experience.
• Did you take any action
to then report this
happening again?
• Did you know of any
charity's or
organizations that can
help with situations
such as your won?
Questionnaire
• Name
• Age
• Do you believe in equality?
• Do you feel there still is inequality in the UK
• Do you think there is equality between the genders?
• Do you think there is equality between religion?
• Do you think there is equality between all races?
• If you said no to any of these perivious questions,
please stake why.
• Have you ever been personality discriminated against
because of your gender, race or religion, this can be
anything from being called a name to being refused a
job
• If you answered this question yes, would you be
willing to share that experience with me in the form of
an online interview? If so please leave your full name
and e-mail address so I can contact you.

19. Results - Questionnaire
 Age
 This helps me to see
who are going to be
my target audience
and what they think.
My target audience
will be people close to
my age at 17-25. This
is a mix between the
two most popular
groups of people who
answered the
questionnaire.

20.  Do you believe in
equality?
 For this question 94% of
people who participated
in my questionnaire
answered yes to this
question and 0%
answered no. This shows
me that my audience do
believe in my social
action topic and they it is
something that they
could become passionate
about and could really
support.

21.  Do you feel there still is inequality in the UK?
 On this question 82% of people answered yes to this question,
therefore I know that people can still recognize inequality and
shows me they they know that is still happens. However, 18%
of people answered no or don’t know, this shows me that this
18% are one section of my target audience, to show them that
inequality still exists and educate them about how they can
help to stop it.

22.  Do you think there is equality between the genders?
 Only 52% of people answered no to this question, this shows
me they nearly half think that men and women are completely
equal in the UK. Because of this I now know that nearly half of
the people who answered my survey are not aware of the
inequality between men and woman with the pay gap and the
way women are treated by certain groups. This well be a big
focus for my final products.

23.  Do you think there is quality between religion?
 76% of people who answered this question do not think there is
equality between the religions, this shows me that people think the
inequality between the religions is a big problem. Because of this I
know understand that this is something the people already know
about and are tackling, because of this my product will focus less on
this subject.

24.  Do you think there is equality between all the races?
 This shows me that people can see and understand that
there is inequality between the races. Because of this
like the religion I now understand that people know
about the problem and are tying on an individual basis to
tackle it. Because of this, this will not be the main focus
of my products.

25.  The final three questions on my questionnaire are
qualitative questions and cannot be measured in graphs.
However these questions gave me peoples thoughts and
feelings about the subjects I had touched on on pervious
questionnaires. After answering another question that
asked ‘Have you ever been personality discriminated
against because of your gender, race or religion? This
can be anything from being called a name to being
refused a job’, two people who game me first hand
accounts of inequality and discrimination. I then asked
these people different questions about their personal
experiences and learnt more about what they think could
be done about the inequality in the UK.

26. Results - Interview
 Lindsey Ward
 I got a lot of sexual discrimination for being a female joiner on site .
They would call me lesbian, ask me for blow jobs ect. When a site
manager locked me in a screw cupboard asking for sex and I
declined he made my life hell giving me awful jobs putting me under
mass pressure getting and allowing his foreman to speak to me
disrespectfully. My husband sent an email to head office and they
moved me to a other site .. another site that everyone was being laid
off . I hung on in there and became top joiner on site but not on
same wage as the men . I was qualified to be site mangers but they
wouldn't let me so I left.
 When I fled domestic violence I went and stayed in a charity run
safe house for just that cause. They were also safe house for
Muslim girls fleeing arranged marriage . These places have now
been cut under the conservative government. If you need more I'm
happy to help .

27.  Rhia Seers
 I am frequently asked if male colleagues are my boss.
 After returning from Mat leave my manager asked if I
was "up to" doing post graduate study as I had "enough
on my plate". My male colleague returning from paternity
leave applied for the same course and was not asked
the same thing.
 Patients make racist comments about colleagues and
often it's up to front line workers to challenge their
behavior.

28. Interview analysis
 From these interviews I now know that women face a lot
of inequality in the work place in the form of sexual
harassment and being paid less than their male co-
workers. I have also learnt how sever the the problem
can get in some cases, especially for woman who work
in traditionally male industry's such as Doctors and
construction workers. I think this will be the main aspect
of inequality that I will tackle, sexual harassment within
the work place and the wage gap between men and
women for doing exactly the same work.