The document provides an evaluation of Jamie Mellors' advertising campaign against horse racing. The campaign aimed to raise awareness of animal cruelty issues in the horse racing industry through posters. Jamie believes the posters successfully conveyed the message to not ignore problems in the industry. One poster in particular featured famous sports players and statistics to compare horse racing safety to other sports. Jamie notes some limitations in communicating the desired outcome of the campaign. While the goal is to ultimately shut down the industry, more realistic aims may be changing attitudes and decreasing financial support. Audience feedback helped identify ways to clarify calls to action. Overall, the techniques used were effective at influencing opinions, but a balance of shock and subtle approaches may reach the largest audience.

1. Evaluation
Jamie Mellors

2. 1. Do your finished pieces of work fit their intended purpose?
2

3. The intention of this campaign is to raise awareness of an issue that is over looked very often. My objective
was to create posters that give the impression to the viewer that it is not acceptable to ignore these problems.
I think I have achieved what I set out to do in the form of various posters. The poster I have chosen as an
example below hopefully captures this message.
This poster is designed to grab the viewers attention with the sight of famous sporting professionals. The fact
above the image is relevant to horse racing. The poster asks the viewer to imagine if similar statistics were
similar in the footballing world, the comparison is designed to open peoples eyes to how unacceptable the lack
of safety measures put in place for animals. This poster should influence individual opinions of the sport. Horse
racing is a very respected part of British culture it would be asking a lot to expect the entire industry to be shut
down although this would be the ultimate goal. My campaign if successful will make a dent in the people who
make bets on the races decreasing the size of the business. This in turn will save horses from a life of racing.

4. My original intentions stated that my campaign was to bring national change in the UK. I felt
it was more realistic to target the UK rather than attempting a global transformation. The
idea is to change peoples attitudes towards something that is generally known to be
acceptable and an expected part of British culture. Changing attitudes is best done through
use of symbolism, imagery and facts. This method develops an image of what I want them to
perceive then following with statistics should further persuade the viewer to picture the
reality of what is happening. Race horsing is very popular and always has been it is a a large
part of growing up in the UK for some communities. It is also historic this will produce a large
amount of determination to keep ace courses running therefore as I noted in my intentions
that people who hold a neutral opinion on the sport or do not show much interest should be
my main market. If possible others should be swayed. The best way to deter people from
taking an interest in a sport is thorough bad publicity towards the animals, there fore raising
awareness of the cruelty in important. The sport is a very dominant agenda this needs to be
challenged as the horses need a voice when no-one is concerned.

5. 2. Does your work communicate your message clearly?
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6. I believe this message was made clear from the campaign as a whole. I asked audience members in a survey how they inte

7. The responses received in this question displays a positive understanding of the campaign and message. As a
whole the audience is on board the general message that horse racing is unfair to the animals. The more
refined message is interpreted differently from person to person, this is not necessarily a bad thing as it shows
that the audience has spent time to interpret it and think about its cause.
My client PETA has a similar campaign against horse racing. They stated that their intensions were to:
“Boycott the racetrack. If you love horses, don’t contribute to their suffering by supporting an industry that has
no regard for their welfare. Betting also props up this exploitative system, so if you enjoy visiting the bookies,
put your money on a football match or any other sport where the participants are willing athletes, not
mistreated animals”
This is a very ambitious aim. To boycott the industry meaning to remove so much of the money income to the
sport that it is forced to shut down. This seams to be a far too ambitious, although it is the best outcome of a
campaign of this nature. I can achieve the best possible results by targeting individuals to think twice before
funding animal cruelty.
This is what the major let down for my campaign was, it is unclear what I am asking my viewers to do with the
information i have given them. No social action campaign against horse racing has suggested (in my eyes) a
realistic end point as i have explained above. This leaves me in the position where I am to judge on the success of
the campaign then if need be expand to reach the point where the industry is damaged. This was pointed out by a
survey participant:
I believe this means that my campaign message is clear however the end result is not. I perhaps should have p

8. This poster displays a message of
symbolism and factual side of my
campaign. Below is evidence of the
poster being understood and the
message received.
This poster is an example of how I attempted to make
the viewer picture they were being treated like this.
-Questionnaire participant in response to a question about this poster

9. 3. Are they appropriate for your target audience?
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10. I stated that my target audience would primarily include those over 18 years old, as this is the lega
My demographic is an older audience, consisting of male and females, of all classes.
I was not aiming at people who currently were involved or enjoyed the sport my main audience w
The dark, somber tone of the posters is the most appropriate way to reach out to people. In previo

11. 11
Example of imagery designed to provoke thought. These posters are more subtle however and do

12. 4. Compare and contrast your original intentions with the outcomes you
arrived at.

13. 13
The two posters I have made with the same text and similar art style (the head and lungs posters)

14. I planned briefly for the production of my logo, I knew I wanted to draw the logo by hand and to c
An improvement I wish i had made to the logo was to include a younger horse next to the grown
Example of young animals being used in social action

15. 5. How effective are the techniques you have used?

16. 16
It is necessary for the campaign to be fully fleshed out. Posters alone does not take the message a

17. 17
I asked an audience taking part in a survey if they think the campaign will affect their view on hor
I was able to change the mind of audience members who said they do bet on the races currently.
This response below is an example of how the campaign can have a negative side effect ethically.

18. 18
Two players semi-opaque representing
the percentage of dead horses.
Famous faces help to grab the viewers eye initially
Logo-
makes the
campaign
recognisable
Website address and social networking
icons - this allows the viewer to follow up
any interest
Fact that makes the poster
understandable and also
shows proof that the issue
is not being exaggerated.
(seat advertisement shou
have been removed)
The link between the hypothetical and reality

19. Zip-
visualisation of the fact that horses cannot
communicate that they are in pain.
Usual necessities
Link between fact and
imageryMemorable line
Grass to give
context and
aesthetic merit
Graphic
content for
shock value
Real examples of
social action
campaigns where a
method to display
animals lack of an
ability to appeal
their own cases is
demonstrated in
posters. This is
similar to the use
of a zip as in my
poster

20. 8. What impact do you think your advertising campaign will have
on the public?

21. 21
The campaign was able to influence the individual opinion of all participants of the survey includin
My original intentionProof of the effectiveness of the gore method

22. 9. What are the technical and aesthetic qualities of your work?

23. 23
The results for this question are balanced
however the poster that received the most
number 1 scores was the Barcelona football
team poster.
8. What are the technical and aesthetic qualities of your work?

24. 24
These results displays the overall best asset of the campaign was the poster featuring the
horses head, this displays that one sure social action method works. Through the use of gore
and shock value. In contrast the tamer poster featuring a football team has received the
highest ratings from more participants. This is will be due to a number of factors. What i
believe this is that is is simply put the best looking and most advanced in terms of design
ability. The message is also more memorable and original, thankfully this does tie in with my
original aim that i have reflected on in question 1. The theme of ignoring cruelty if it is
convenient to us, or if we do not see it as an issue. When I look at my response to my 10th
question participants explain various reasons for their preferred assets. It seams that a good
balance between two methods is required to reach the largest audience. My audience is very
expansive and unspecific making this a big bonus.
-response to football poster
-response to head poster
-response to football poster

25. 25
I am confident that my work has been completed to a professional ability, i asked my audience w
83% of the total responses agreed that the work was to a professional standard.

26. 26
Above is my work, below are two
professional and real poster working
against horse racing. I have grouped
these two posters together has they
display symbolism rather than
distressing imagery.

27. 27
These two poster however illustrate gore
and shock value unlock the above slide. I
have found a real world example that also
uses this method (bottom right).