A school work piece about charities.

1. CHARITY CAMPAIGNS

2. Audience
Who is the target audience of charity ads? Over 25s
What techniques are used to target this audience? Young children are used
because it makes the audience feel sympathy. Over 25 year olds will probably
be more affected than younger people.

3. Desensitisation
George Gerbner
•https://www.youtube.com/watch?v=msfu8YCCc8Q
•We are cultivated to accept…….
•We are becoming desensitised to charity
adverts

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.

5. Shelter

6. Shelter
●What does Shelter do?
https://www.youtube.com/watch?v=8kyb0dh
W5ss
Shelter helps millions of people every year
struggling with bad housing or homelessness
through their 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
Shelter was 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
Shelter aims to help people with homelessness and bad housing. They give advice
and lobbies government to make changes to improve housing.
Their 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.

10. This advert has transparent text which suggests the people feel
transparent too, as if they are no body. Also, the text is red
which usually has connotations of danger. The main body of
text is larger and is a question. It is as if the woman in the image
is asking the question to the audience. This is also emphasised
through the direct mode of address. The smaller body of text at
the bottom of the page is as if it is answering her question. This
text is also in white, and white is a colour of peace, suggesting
the charity wants to make peace for the customers.

11. This advert is similar to the previous one, except the man has a
different problem. The text is still red and see- through to show
how he is feeling; in danger and as if he is no one. The white,
peaceful text is again answering the question and therefore
shows the charity is able to help him. Again, the man uses
direct mode of address, as if talking right through to the
audience.

12. The third advert is very similar advert to the others. As the adverts
are all similar but with different problems and different solutions
suggested. This suggests the charity deals with a variety of
problems and is not limited. From the three different people used in
the ads, it also suggests that anyone can be helped.

13. Analyse the ad
●1. What is the aim of the ad? To make the audience feel sympathy for those in the advert.
●2. What messages are being communicated? (How is this communicated via media language)
Anyone’s problems can be solved with the right help. This is done through the direct mode of address
from the different characters in the ad.
●3. What does Shelter value? (How is this communicated via media language) They value the help
they can give to people, no matter what problem they have. They will always give advice and
support.
●4. Who is represented and how is this constructed? (age, race, class, issues) From the adverts
and characters, the people most affected are middle-aged mixed gender. Probably from a lower
class with money struggles.

15. Social Context: Social Anxieties
●How many households are homeless? (2013-2014)
More than 300,000 people in Britain – equivalent to one in every 200 – are officially recorded as homeless .
●In the East Midlands?
5,440
●In London?
24,543
●In England?
81,880
●https://www.theguardian.com/society/2017/nov/08/one-in-every-200-people-in-uk-are-homeless-
according-to-shelter

16. Social Context

17. Contexts
Social Context
•Social Anxieties
•Inequalities (gender, race,
sexuality, class)
•Conflicting Social Values
Cultural Context
•Consumerism
•Celebrity Culture
•Feminism
•Postmodernism

18. 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

19. Task
●What are the
generic codes and
conventions of
charity
adverts?

20. 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

21. TASK