The advertising campaign uses persuasive text and imagery to communicate the message of charity SASH and elicit sympathy to encourage donations. A leaflet and two posters were created with equal amounts of text and eye-catching imagery. While originally intending only posters, the creator changed to include an informative leaflet after struggling with theme. Photoshop and InDesign were used to design professional, aesthetically pleasing materials following testing that showed people respond equally to sad text and images. The campaign aims to upset readers enough to read more and donate while also highlighting the good work of SASH.

1. Evaluation Is your advertising campaign fit for purpose and why?–
I think that it works well as an advertising campaign as I have made both the leaflet and two posters
to match and include an equal amount of text and imagery to allow for it to be eye catching and
make people want to stop and read either the poster of leaflet. From this I have tried to use
persuasive text in order to try manipulate people into feeling sorry and want to help and donate to
the charity and hopefully with I have created should do this.
Does it communicate your message clearly and why?–
My message is to inform people of the charity SASH, who they are and what they do in order to help
homeless people within a certain age group. I have included each of these main points within my
leaflet and then I use sympathy within my posters to allow for people to feel bad and want to help
and so when they see the leaflet would be more likely to want to read it to find out more about
SASH. But it’s not overly wordy which allows people to know understand what they do quickly.
Is it appropriate for your target audience and why?–
The age range of the target audience is 16-24 as it’s the same as the age range that SASH works with
and so all of my work is in keeping within theme, I have used appropriate imagery for this age
ground and the text isn’t dumbed down and so could easily be made sense of by someone of this
age. The suitability would be okay for any age as none of my designs are overly upsetting and so
would be acceptable but they wouldn’t stay focussed on the leaflet as long but the posters might
lead them to understand the charity.
Compare and contrast your original intentions with the outcomes you arrived at. –
Originally I was just going to make 2 or 3 posters but once I actually started I struggled with picking a
well structured and professional looking theme so changed my mind into doing a leaflet. The original
colour of the logo used by SASH was a green but when I saw this reminded me of a recycling
campaign and I felt wasn’t the right choice in colour so I made it into a baby blue, which I stuck with
over all my designs I made for the charity. The leaflet was made to be baby blue of the outside
making the logo white but that was just to make blue be the main theme of the leaflet and over all
my designs which it did become as I used the same blue for headers of text and the SASH logo that I
remade to make the it look more professional and not grainy.
Brandon Parker

2. How effective are the techniques you have used and why?–
The techniques that I have used were mainly to make people feel upset and guilty in order for them
to donate to the charity and want to read more into them and so if what I did worked then they
would be receiving donations form the people who have stopped to read and read more into it. I
used persuasive text in order to make people be more intrigued about the whole organisation, also
to get them more involved by telling them that they are needed in order to make sure they can keep
on helping homeless young adults.
Is the content effective and why?–
The content I have used is factual and is all in relation to the charity, also using a story that has the
involvement of SASH as they were the people who helped them. I have incorporated allinformation
needed to get in contact with them. All imagery has been sourced in order to have some
representation to the text it is with, which means it has relevance to the charity. This means it is all
affective in order to help the charity as the story I used brings the donations.
What impact do you think your advertising campaign will have on the public and why?–
The style of campaign I have chosen is in opposite to how I was going to start which was a very
negative and saddening way to gain help for the charity instead I have mixed it between sad and
happy, I have shown the negative sides of homelessness which will upset the reader but I have
incorporated the good aspects of the work that they do and how you as the reader can help in order
to keep it up so hopefully I have made it level to make them feel the need to help.
What are the technical and aesthetic qualities of your work?–
Within my work I used two major software’s which were
Photoshop and InDesign. Photoshop is mainly for pure
images and sometimes text but this is where I made my two
posters, I started by re making the logo for sash so that it
wouldn’t be blurry or fuzzy after printing and instead would
look more professional as the only way was to source it
from the internet otherwise. But after this I started using
InDesign to make myself a six sided leaflet which I used was
importing the text that I had written from word, the images
where either sourced from the internet or taken myself
which I did one of at least of the images in the leaflet. I
incorporated the logo that I remade but with different
colours as I felt it would be more fitting with the charity and
also other text that I wanted to add but in InDesign instead.
This was an appropriate tag line that I felt fitted.
Brandon Parker

3. After completing this I then made my two posters, with this I used Photoshop as it is the best way to
edit photos and incorporate text with it. On my leaflet there looks like there is a lot of white space
and there was a certified colour of blue so I stuck with theme of blue and I also stuck with the idea of
having a fair amount of white space as I didn’t want it to look crammed onto a page or the same for
the leaflet and by doing this gave a good result and it made it look a lot more appealing and harder
to avoid as there wasn’t as much to take it but what you do see is upsetting and gripping. I try not
use to much text as
before we started to
make these I sent out a
survey to see what
people respond to more
either saddening text or
upsetting imagery and
with these I got back that
my results were evenly
split so I tried to keep it
equal and use a similar
amount of both. They are
made to the same style
and with the same layout
to make sure they are
thought of as a set and
designed by the same author and made for the same charity. The poster on the left purely the
finished poster whereas with the poster on the right I felt I should try and see what it would look like
on a bus shelter as it one of the most common places for a poster to see whether it would work on
and it has worked as well as I wanted it to.
Brandon Parker