Eval

Is your advertising campaign fit for the purpose and why?
My selection of marketing items for the SASH campaign are suitable and
appropriate foras my main target demographic is 16-24 year olds, which
is the specific age range in which SASH supports homelessness. In
designing and creating my posters, I also wanted to give strong
indication to the relevance of hosts and their part within the campaign –
so I kept to a strictly, contemporary layout with a block colour scheme
and some portrait imagery of examples of people that SASH has being
involved with. I also went on to look at giving an equal ratio of features
that would be deemed suitable for an older and a younger audience,
which proved difficult to find a correct middle ground. In which here I
had to select suitable fonts and context that would represent the charity
in a positive mannerism rather than using stereotypical imagery of
people sitting in the streets and giving an overall negative outlook on
the charity at first glance.
I also think it fits the purpose successful because initially I wanted to
portray SASH’s achievements and hard work in a optimistic way, this is
why I chose to use smiling faces in my imagery and a bright green
against a white background. Green is SASH’s trademark colour in all
their marketing and virtual material, but it also is representative of
calming, well being and good health – which works well with these
types of advertising campaigns as they are much more easy to recognize
through either knowing the charity previously or just at first glance
seeing that the poster describes a positive outcome. I
I believe my poster’s fit the purpose of the campaign well in
demonstrating a visual example of the hardship and sense of
community that SASH gives with it’s volunteers and employees. Using
phrases like “Meeting new friends…”, helps to give a more relaxed vibe
to what would be a scary encounter moving into a new home with a
stranger. Words like “delighted”, “incredible” and “welcome” are all
comforting words to read in terms of looking to change someone’s life.
It reflects well on the charity and also gives a strong outlook on how
volunteers help young people who have been homeless.

Using statements taken from volunteers and youths that have
been involved with SASH give a more personal feel to what the
charity does, it’s a friendly approach to beating homelessness
rather than using negative imagery and content that works on a
“guilt” form of discretion on the impacts of homelessness. Giving a
brief back story to someone who was homeless is good to show
the reality of which young people face and finishing with a positive
clause that closes the statement on a positive high helps bring
back the attention to the work SASH does.

Does it communicate your message clearly and why?
My leaflet design gives a clear message of the benefits and social hard work
that SASH do to help youngsters suffer when going through homelessness.
I’ve highlighted certain important bulletins and phrases that are important
with neutral colours boxes that compliment the green colour scheme the the
white background. This particular form of marketing material I’ve based
more on a younger audience by using a more relaxed layout with
recognizable shapes just as pens, pencils, stains and breakfast plates that
represent a typical morning breakfast or as if the leaflet is part of a worktop
surface.
My message was to stress getting involved with volunteering and all the great physiological benefits that come with helping the
community, I included photographs in Polaroid frames that gave the effect of a notice board style and fitted with the theme of a young
demographic. I think I’ve worked well with including banners and typewriter style font as the text stands out against a fairly hectic
background and fits with the theme of the material, I’ve used informative language taken from the online SASH website to fit with the
marketing campaigns overall theme and also provide details and information that could be value to a potential volunteer.
I could have improved the significance of the message by
using taglines and more involvement of the SASH logo, as
there is little to do with the recognition of the charity here
other than the image taken from the fundraising run which
features the SASH t-shirt. I’ve taken lots of inspiration from
previous products created by marketing at SASH such as the
alignment and separation of each segment of text via a
dotted line – but not really stuck to as much of a simple
theme with the enthusiasm to entice a younger reader. Using
one image that portrays the negativity of homeless may have
being more influential on people wanting to make a
difference, it would of also aided the first initial purpose of
the leaflet because from a distance it is not apparent what
the leaflet is aimed at. I would initially imagine these leaflets
would be displayed in schools, doctors surgeries and youth
hostels etc.

Techniques:
I have chosen a similar image style but instead used
people as an example of SASH’s volunteers. I liked the
idea of a Polaroid framing device as it fitted in with the
theme of dotting segments of information around the
page but aligning them in a way that complimented the
layout. Polaroid pictures also fitted in well with my
relaxed theme and demographic of 16-24 year olds, I like
how they add a personal touch as if part of a scrap book
rather than a informative piece of material.
Another section of SASH’s marketing material I have looked and taken
inspiration from is there FAQ section of the leaflet, I found this to be a really
helpful piece of information for people who are just wanting to enquire but
maybe feel they can’t ring up. SASH’s leaflet is quite orderly and only features
very basic bullet points, but puts across the message clearly and precisely . My
version is more detailed and fitted to the relaxed theme of having a “chat”
rather than it being a strict list of questions.
I used a more relaxed layout to relate to the purpose of how nervous it can be
to ring and ask about helping with SASH, the biscuit that mimics a love heart is
representative of the friendly services SASH offer and how I personally believe
they would like to be recognized.
I felt is was needed to involve bold contact
information for my leaflet where as SASH’s
was more low key and smaller – I used a
full page for information so that I could
use a large more bold font and also
include a map of where they are based.

Is it appropriate for your target audience and why?
I think my selection of marketing materials are suitable for my target audience of 16-24 year
because I have used a simple layout that works well in highlighting the key points of the
information that are relevant to a reader who may be thinking of asking for help or getting

involved volunteering with SASH. My main objective in relating to younger people was to
create small statements from previous teens and young adults that have turned to SASH for
help and used Nightstop. I’ve made them very personal to the charity, the statements were
wrote by myself in 1st person in the initial mind set of being either a person who experienced
help through SASH or a volunteer. I put myself in the position of what feelings and
experiences they could face but kept it brief enough to not drag the course of the poster’s

written ratio. I could of improved or changed this for the better by getting in touch with
people through the charity and getting real personal statements and photographs than
making it up to fit the theme – but overall for this project in particular I think it proved
successful and gave a professional finish. If this was to go to print for SASH’s marketing I
would need to change the statements to fit real peoples experiences rather than creating a
false account of events.

Using personal statements helped to create a relaxed atmosphere to the campaign, especially
for youngsters who are afraid or nervous about getting in contact or feel like they are alone.
It’s helpful and encouraging to read on other peoples experiences, especially when they are
of the same demographic and relate their personality to yours. I believe it gives a sense of
knowing there are other people in the same situation and SASH acts as a mechanism of
protection and support to those who face homelessness. As for statements from a volunteers
prospective, this works in a similar way to the first statement of building confidence and the
sense of courage to take part

in the campaign. The positive imagery works well alongside the statement on the
overall impact SASH’s work has on people from all sorts of backgrounds. Including
the name and age of the people in the poster gives a small touch of comfort between
a reader and the charity, rather than an informative, brief poster based on facts and
figures – this relates to the charities overall purpose rather than what it significantly
supports.

I have use typewriter style font for the initial long segments of text as it gives an
equal spacing of characters which allows an easy read and a direct understanding,
which works well for both and young and older demographic. For titles and
subheadings I have chosen to use a handwritten style font as if it has come
personally from the individuals at the charity. It gives a slightly rougher visual
compared to using a sans serif font – this works well with a younger audience that
focus hypothetically on colour and detail rather than text and layout.

An older demographic could also find this poster a useful source of information as it
provides an clean layout and easy to read text and logo, the traditional colour
scheme varies for each of the three posters so if they were to stand together on a
wall they would each be difference in terms of stories and colour. The only thing I
wish I could of changed is the size of the text used for my stories, it is very hard to
read clearly and understand from about a metre distance, you need to observe the

poster closely in order to full read both back stories. If I was to do this project again I
would experiment with various forms of larger more bold text or maybe reduce the
size of the images to make space for a larger amount of font. This would be much
more convient for my target demographic as they could quickly lose interest if not
being able to full understand the purpose and meaning of the campaign.

TITLE/HEADIN
GSUBHEADING AND SHORT
DESCRIPTION
IMAGE (1)

IMAGE
(2)

IMAGE
(3)

IMAGE (4)

INFORMATION ON CHARITY
LINKS TO CHARITY/CONTACT DETAILS

Compare and contrast your original ideas with the outcome you arrived
at…
My first initial idea was to create a poster than was relevant to the relationship between
a host and a person facing homelessness. I was going to connect them into clipping
masks via Photoshop and put them in the shape of a puzzle, this is representational of
the connection and similarities between people through the charities links and
Nightstop. I would use various images, two young people (16-24) and two that could be
hosts and connect them together via warping and merging. I was going to use a mixture
of grayscale and colour photography to mix and match so that the images did not sit
uncomfortable next to each other and flowed smoothly.
In my finished ideas I have still initially stuck with two images but not connected them
and instead framed them within a stamp shaped box so that they stand, three
dimensionally against the backdrop of the poster. If I was to follow through with this
initial idea I would have taken my own photographs rather than use stock images so that
each portrait had a white backdrop to connect the images into this shape.
For my title I was going to find a suitable quote or tagline that works well with describing
family and community, this would be successful with these types of posters and they
reflect positively and give a sense of wellbeing on the hardship on the charity. In my final
ideas I used the phrase “Meeting new friends, changing lives.” this I felt gave a good
indication to the purpose and goals of what a volunteer does for the charity and also how
it effects youngsters that come for help. Looking back I personally believe using that
initial tagline would have also worked well with this poster as they both portray a sense
of connection and moral values between people from different backgrounds.
I would of used the same style of type and font for this poster and made the SASH logo
and contact information apparent, along with the colour scheme. In terms of target
demographic, I believe this may not of been as suited to an older audience in terms of
using a puzzle, which relates to children and a younger audience – but maybe using a
bolder colour scheme and sans serif fonts to create a more intense outlook would be
beneficial of attracting my initial demographic.

Is the content effective and why?
The use of green and black banners work in harmony with the green
and black tones found in the imagery. This works well with promoting
recognition and a “trade mark” to the company, the colour green is
representational of well being, happiness and good health. It is also a
symbolization of wealth, which relates to the purpose of this particular
poster in helping to raise money for the charity through fundraising.
Using imagery taken from the SASH website works well with giving
again, more recognition to the charity and what it does. The majority
of the images contain the SASH logo and are all positive, smiling faces
that benefit the overall mood given by the campaign. Including vital
fundraising images such as the photograph taken from a charity run,
show working together as a team and building new friendships. I have
chosen to do a mixture of both volunteers and younger people who
have received help, this promotes the impact that fundraising has on
people involved and persuades visually to get involved.
Including facts and brief information of why and how the charity need
fundraising is effective in demonstrating the need for volunteers and
the impact it has on others. I've also included a small section of
potential, previous ideas that readers could take inspiration from and
again, be persuaded to get involved. Using facts and figures work well
with both older and younger demographics as the majority like to
know what they’re getting involved with an the difference it will make
to others.
This is a flyer rather than a poster and I assume it would be handed out
by volunteers or left in waiting rooms in doctors surgeries etc. for
people to pick up. On this assumption I have added a section that can
be cut out and send to those at SASH upon reading the poster, if a
reader wants to volunteer. Including this stresses how quick and
simple it is to get involved in helping SASH, I also added in friendly
quotations such as “Look forward to seeing you soon.” to exaggerate
how friendly and most importantly, grateful – SASH are for volunteers
and fundraisers. This works effectively with people who maybe just
want to enquire rather than sign up, as I have added that a “Start Up”
pack will be sent upon the arrival of their idea for more information.

Is the content effective and why?
I’ve gone for a different approach in this poster and have focused more on the imagery and creating a representation of loneliness and isolation through similarities and
differences in people walking in the street. Here I decided to use question and answer to challenge a reader’s opinion and personal views on homelessness and what
initially comes to mind when they think of someone who is homeless. Stereotypically often people associate homelessness with sleeping in streets and doorways, dirty
clothes and little food. When conducting my survey on what people on
the social networking site, Facebook – I asked what three words came
to mind when you thought of the word “homeless”, the majority said
they thought “Dirty, poor, alone.” I decided to incorporate those results
into a poster than targets a wider sector of individuals in a spot-thedifference phrasing that tricked the eye to find a stereotypical image of
a homeless person within a large crowd.
I think this proves effective because as you can see there is no one who
looks to fit the description of a homeless person, meaning that anyone
in a crowd could be facing it, no matter what age or appearance. This
relates to the feeling of isolation and loneliness within a crowd as no
one can physically notice you are without a bed at night, often
especially with young people – you can feel as if you are alone and no
one can help you, returning back to the purpose of SASH.
I chose a green colour scheme similar to all my marketing materials, the
same Travelling Typewriter font and style of the layout. I wanted to
keep a consecutive pattern of marketing that could be recognize as an
individual piece but also as a group. Using a grayscale image benefits the
intensity of the colours well and allows both equal view of text and
image. If I was to do this poster again I would maybe include more text
and contact information regarding getting in touch with the charity, or a
more effective picture. I would have also included more information
about Nightstop for people who need help upon reading the poster.

What impact do you think your advertising campaign will have on the public and why?
I think my advertising campaign has a strong but also positive impact on the public by the way I have approached and tackled the opinion and stereotypes of what people
think someone who is homeless will look like. Using images of young, normal teenagers is a strong setting for how anyone can be homeless and appearance is not
everything. This can also relate to people considering becoming hosts but are scared of letting youngsters live in their house for feel of harm or theft that is commonly
associated with teenagers in the media, I have tried to create a relaxed approach to combating youth homelessness – using a selection of greens for my colour theme
represents calming, well being and good health but also is a nice colour to look at compared to reds or heavy, electric blues that can symbolize danger or panic. My text is
simple and easy to read but also is a good neutral balance between an older and younger demographic as there is no significant relevance in the appearance of the text to
either demographic. The imagery I’ve used is quite contemporary portraiture that has been sourced from online, I feel I could of benefitted more from taking my own
imagery as it would of flowed nicer and all the images would be of the same composition rather than having to crop and shape to fit the page. Positive, smiling faces give a
warm impact on a reader when faced with talking about a controversial subject, it’s nice to feel that SASH has helped people visually.

What are the technical and aesthetic qualities of your work?
White text against a background creates a bold impact but not as heavy
as using black, the vignette sculpts and embosses the banner so if it
was to be against a bus or a billboard it would give a three dimensional
effect. Using a black/beige border around certain elements of the text
highlights the significance and brings attention to the facts enticing
people to read on.
Context is based on initial facts taken from the SASH website so that it
flows well with the initial theme of the majority of SASH’s marketing
strategy. It’s quite strict and to the point, there is no means any
method of persuasion – it comes across as a direct instruction which I
personally think works well when targeting subjects like this that effect
the country on a whole.
Using the skyline I think is a good aesthetic quality of relating
homelessness to the streets. I think this works well with targeting 1624 year olds as often sleeping in the streets, especially in big cities can
feel like there is no where to go or no one to turn to. Framing SASH in a
house shape that stands tall above the skyline works well as showing
how SASH stands in the community as a beacon of help to people
struggling. It’s a much softer approach I think to bringing in the SASH
logo and I feel adds more technical knowledge to what the poster’s
purpose is.
This is a more relaxed method of marketing and doesn’t really give as much knowledge of
significance to homelessness. It was a quick design where I believed incorporating tea and
biscuits worked well with encouraging people to be brave and get in contact.
I feel I could of really improved this more by adding in some more imagery or brighter
colours to extenuate the impact SASH has. This doesn’t really explain or give an insight
into what SASH do, I should of looking back, looked at including relevance to the hosts or
16-24 year olds that are involved with SASH. I believe this particular product is inviting
and friendly to the public in terms of promoting the attitude of SASH and it’s approach
but hasn’t much indication to the purpose.

The layout I believe is the most successful part of this product, outline the images with a
white stroke allows them to have a cleaner edge and act as if they have been stuck onto
the page. It would work well with an older target audience that perhaps take part in
coffee mornings etc. – this would be a good product for fundraising events or gatherings.

For this particular example I have done two variations of the same poster but in two different
styles to show comparisons of my work throughout the two weeks. My first idea to the left and
my second more developed idea to the right. In my first design I’ve stuck to the layout in my
first initial posters and fundraising flyers, using green and white banners to separate large
quantities of imagery from the text. In my new design I used a variation of horizontal and
vertical banners to separate the images but also overlapped them to form a tape-like effect.
I wanted to have more freedom with Photoshop’s effects and tools and also wanted to target more at teenagers within my 16-24 demographic. Through this I ended
up with the idea of using a desk textured background with various pens, pencils and stationary to relate to an education-theme that would be associated with teens
and they help SASH offers to get young people back into education. I also included a mobile phone with font mimicking old school text-cyber style to fit well with the
phone, this gave the impression of a text message which fitted in with SASH. I think I have really improved in showing my knowledge of Photoshop in my most recent
design compared to my initial idea as I have included the overlapping of layers, cropping, embossing and adding drop shadows to certain objects to give the effect of
them resting on a desk.
I think both posters could work well with fitting in the purpose and theme of SASH, but both are more suited to two different demographics – the first is more suited to
an older audience as there isn’t a very hectic background an and more text than imagery. Where as the second has more youthful qualities such as a mobile phone, hair
grips, patterned tape and school equipment.
Overall, I think I have created a successful variety of marketing materials for SASH’s campaign against homelessness that fit well with both older and younger
generations of readers and also well with people looking for help or looking to volunteer. I have adequately chosen text and imagery suitable for my demographic that
works well in promoting SASH to the public in terms of contacting and fundraising. I have shown a good understanding of Photoshop and inspiration taken from
previous SASH marketing which I have incorporated into my own work. I could have improved my context and imagery by writing my own information and photographs
rather than sourcing but unfortunately required more time and equipment. I am happy with the final outcome and have learned new skills along the way through
individual practice.

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