2. Case Study: (campaign/organisation name)
Purpose:
The purpose of this campaign would be to make people
aware of animal cruelty. This campaign would be
produced to try and change attitudes towards animals, and
to try and stop animals from suffering for no reason. This
campaign would have been produced to raise awareness
and provide information about animal cruelty; more
specifically about how dogs are treated in Bulgaria. By
providing information about the treatment of animals in a
different country, it would provide readers with knowledge
that they might not have had before. This is campaigning
for people to sign their petition on their website to stop this
cruelty, and is done by a simple image that draws in
sympathy.
Aims:
One aim of this campaign would be change attitudes
towards animal cruelty. The image used would have been
chosen because it would strike up sympathy towards the
subject. This would help change attitudes because it
shows the dog being ‘cute’ and in need of help. Another
way that the campaign would try to change attitudes would
be the text that they have used. The information that has
been given would be facts that some people wouldn’t
know about before they read this, and after reading they
might want to look at the website, or another website, to
get more information. Another aim of this campaign would
be to raise awareness and to campaign for change. This is
done with the use of a petition that people can sign. This
campaign will probably get people to sign the petition on
the link because it draws the viewer in and makes them
feel sympathetic towards the subject.
2Creative Media Production 2012
3. Techniques:
There are two main techniques that have been used in this campaign, one would be the image that
has been used, and one would be the text. The image on this campaign shows a puppy in what
looks like a home environment, with toys. This would be the first thing that the viewer sees, and it
would draw in sympathy. The colours that have been used are quite minimal; there isn’t a lot going
on in the background. This would draw in the viewers attention to the main subject of the
image, which would be the dog. This technique would have been used because the campaign is
aimed at getting help and petition signatures for dogs in Bulgaria. The image itself looks like it wasn’t
taken of one the dogs that have been mentioned, it has been taken of a healthy dog that would
probably live in a comfortable home. This technique would have been used because it shows that
dogs should be kept healthy and they should be treated right.
Another technique that has been used in this campaign would be the text used. The information that
has been given in this campaign would be information that most people wouldn’t have known about
beforehand. This is probably the main aim of the campaign; to raise awareness and make a change.
There isn’t a lot of text that has ben used in this campaign, and it can be read quite easily, meaning
that this campaign would have most likely be aimed at everyone. The text is addressed directly to the
reader, which would make the reader think that they are involved in the campaign and that their help
could make a difference. This technique would have been used to help get more petition signatures;
because if the viewer feels like they are a part of something then they are more likely to try and help
out.
3Creative Media Production 2012
Case Study: (campaign/organisation name)
4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
4Creative Media Production 2012
Case Study: (campaign/organisation name)
January 2012: HSI achieved the largest animal test reduction in history
with revision of EU biocides regulation, which will spare thousands of
dogs and other animals from cruel chemical-poisoning tests.
February 2013: Political pressure from HSI's Be Cruelty-Free
campaign leads India's Drug Controller to issue a directive to eliminate
animal tests for cosmetics.
March 2013: Victory! Europe becomes the world's largest cruelty-free
cosmetics zone. HSI and our partners launch the first annual Be
Cruelty-Free Week with public events, celebrity sign-ons and opinion
polling revealing strong support for ending cosmetics animal testing in
all regions.
April 2013: Victory! Revised European testing requirements for
pesticides reflect life-saving reduction measures put forward by HSI
that will spare countless dogs, rabbits and other small animals from
horrific suffering and death.
June 2013: Be Cruelty-Free victory as India declares historic ban on
cosmetics animal testing.
This information is changes at animal testing. This
shows that there has been a vast improvement in
animal testing in Europe, and now its illegal to test
on animals completely. However, since looking at
statistics for general animal cruelty, I’ve seen that
there is arise in cases per year. So it’s even more
important for these campaigns to be produced.
