The document is an evaluation of Jamie Mellors' advertising campaign against horse racing. It discusses the intentions, messages, target audience, and effectiveness of the campaign. Key points: - The campaign aimed to raise awareness of animal welfare issues in horse racing and influence public opinion against the sport. Posters used imagery and facts to change attitudes towards something seen as acceptable. - Audience surveys found the campaign's message was clear and it influenced opinions on horse racing, including some bettors. However, the desired outcome of the campaign was unclear. - Posters with shocking imagery directly showing animal suffering were most effective at changing views, but a poster using famous athletes was most liked aesthetically. - The

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?
5

6. I believe this message was made clear from the campaign as a whole. I asked audience members in a survey
how they interpreted the message sent out this is how they responded.

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 printed “Boycott the races” on my posters.

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 legal age for gambling. This allows me to include a certain amount of gore
and shocking imagery in my work. Some of my posters have included a message that is
inappropriate for a younger audience. It would have been very difficult to portray why
the sport is cruel without delivering some tough facts.
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 were those on the fence, as they were more likely to refuse to participate
than those currently involved.
The dark, somber tone of the posters is the most appropriate way to reach out to
people. In previous campaigns about horse racing a similar style has been used. The
poster should make the viewer feel pity for the animals and selfish for betting on the
races. The following posters demonstrate this technique being used professionally. The
nature of this kind of poster means that I would not release the posters in public areas
that children might be found. The most appropriate forum is online through social
media. Public places such as pubs are good places to post physical posters as it
separates children from the target audience. Gambling may also be a prominent
conversation topic in pubs as televised sports events are often held there.

11. 11
Example of imagery designed to provoke thought. These posters are more subtle
however and do not use gore, they require the viewer to make that leap themselves.

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) were planned to be part of a larger series of posters. These different
poster were planned to have reoccurring themes with different facts an images. I have
found posters from an existing campaign against animal fur that uses the same
formula. This is a very good method and would have been good if I had more
production time, idea 2 did also evolve from the use of cartoon/animated horse
characters. Unfortunately there was too few. The use of recognisable characters if an
effective one. I did find a way to use this method with the difference of real people. I
am referring the the 1st poster featuring a football team.

14. I planned briefly for the production of my logo, I knew I wanted to draw the logo by
hand and to create a cartoon like look.
An improvement I wish i had made to the logo was to include a younger horse next to
the grown horse. This would help to solidify the message of familiarity between horse
and man. I general use of younger animals is effective and common practice in social
action campaigns. On the right is a example of how I would improve the logo.
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 as far as it can go. Posters are have limitations if the amount of information
that can provide. People do not take long to view a poster it cannot be packed with
text that provides information. To provide information to public in more detail I have
also created a website that opens up to new articles and examples of the specific type
of work the organisation does. It also asks for donations and the opportunity to
volunteer, which are all necessary for a successful campaign. To add to the campaigns
authenticity I have created merchandise to accompany the movement. This can be sold
at events such as “The Yorkshire Show” at a stall. All money will be put back in a a non
profit organisation.

17. 17
I asked an audience taking part in a survey if they think the campaign will affect their
view on horse racing, 100% of the audience agreed that it would.
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. This participant has said that they have found a dislike to the pool
who work at the races. It is possible that this will put people out of a job and create
hate towards a group of people.

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
should 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 including those who bet on the races. Following on from that I asked if they felt
the campaign would be able to influence public opinion. Again 100% of participants
agreed.
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 what they though of the quality of my campaign:
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).