The document provides an evaluation of an advertising campaign for a homeless charity called SASH. In three sentences: The student reflects that their initial advertisement ideas did not appropriately represent homeless people or engage the target youth audience. They created a leaflet with stories and images to make people feel empathy and guilt to motivate donations, though recognized lengthy text may not hold young readers' attention. A poster with a homeless person's image and guilt-inducing text aimed to strongly impact viewers and raise awareness of homelessness.

1. Evaluation
Is your advertising campaign fit for purpose and why?
My advertisement is fit for advertising purposes as it get’s straight to the point and fits the brief well.
To enable the audience to know what my advertisement is for I made it so that the front cover had
nothing else on it but a bold, hard hitting text, it creates a global change by letting people know how
to help the homeless and what the company SASH does for them by giving them raw information,
which should also change peoples attitudes and make them want to help.
Does it communicate your message clearly and why?
The message I wanted my leaflet to come across with is that people wouldn’t look twice at the
poster if it was a homeless person, which will make people feel bad and want to help. The
information on the poster gets straight to the point and doesn’t include and useless information, it
allows people to know what is going on easily and quickly, the same can also be said for the poster
because it’s quick sharp and will get peoples attention, even though it is a dark contrast.
Is it appropriate for your target audience and why?
My leaflet is appropriate for my target audience as the images in it are all people from the ages 1624, which is who the target audience is for according to the brief, there isn’t any raw and upsetting
images in my leaflet either as this could be too upsetting for people of such a young age.
Although there is quite a lot of information in the leaflet I created, which might mean that young
peoples attention can get easily distracted, the information is needed, it tells people how they can
help and the help that the service offer, which is useful for everyone to know.
I don’t think that the poster is fit to my audience as the picture of the person in the poster looks
quite old so this doesn’t really fit in with the age group that I’m using (16-24) as they will all still look
really young.
Compare and contrast your original intentions with the outcomes you arrived at.
The leaflet that I made is different to the one I first thought of as at first I was thinking of doing a
design that would go inside a bin lid, which I thought would be really effective because it’s a
different place to where you would see other advertisements, but then I thought that this might
show homeless people in a bad light, as if they were trash, so I decided to make a normal leaflet so
that it wouldn’t represent them in a bad light.

2. Another idea of mine was to have a raw image on a normal poster with some fine text on it, but this
may have diverted peoples attention if it was too upsetting to look at, so instead I went for a bold,
hard hitting text to get through to people.
The poster version of my advertisement is more like the original idea that I had as it’s dark and hard
hitting, but I thought that I would carry on the SASH theme so this swayed me to use the leaflet
design as my final piece.
How effective are the techniques you have used and why?
The techniques that I have used are really effective as it gets through to the audience and makes
them feel guilty straight away. This was implied by the hard hitting text on the front of the poster,
on the inside of the leaflet there is also someone’s story about what happened to them and how
they got through being homeless coming out of the other end even better, which will make people
feel bad as if they need to help, which they do, and by seeing that they can make someone’s life
better just by giving them a home.
I have also used images of happy people for the parts of the leaflet that are supposed to be happy
and upsetting ones with some comfort for the parts that are meant to be sad/upsetting, this should
make people want to help the homeless.
The techniques that I used on the poster version of my advertisement are really effective I feel
because not only is there a picture of someone homeless on it there is also hard hitting text on the
front of it which should make the audience feel really guilty and want to help.
By the poster being quite a dark background this will also darken the mood of people when they see
it which will help to gain donations as well.
Is the content effective and why?
I feel the content of my work is effective in some ways as in some parts it gets straight to the point
and makes the audience feel guilty about their healthy, warm and happy lifestyle compared to the
homeless persons who will be cold, damp and upsetting.
My leaflet is also ineffective because of the fact that with their being loads of writing and the target
audience being 16-24 year olds they will probably get distracted from the text easily because being
the age I am I know that I do if I have to read something with lots of text, so this is a downside to my
leaflet even though it is all essential information.

3. The content in my poster is more effective than the leaflet that I did as it has a picture of a homeless
person as well, which will be depressing for some people to look at because nobody really wants to
look at someone that is homeless as it will make them feel sad, so I think that this hits home more.
The text in the poster will also make the audience feel guilty about them living on the streets
because it should make them think about what they would do and realise that there isn’t much you
can do if everyone ignores you.
What impact do you think your advertising campaign will have on the public and why?
I think that this advertising campaign will make the public feel guilty mainly because of the front
page, this is because of the font on the front which says ‘If this poster were a homeless person, you
wouldn’t look twice’, which is true because most people wouldn’t so this should make people agree
and feel guilty about it, which in turn once they have started to read the leaflet should make them
want to donate money, etc.
The poster that I did should make people feel guilty because of the text that is on the piece of
cardboard that the man is holding, saying ‘Before you turn away, put yourself in my place’, which
will make people stop and think, by doing this it will make them think of how they would cope on
the streets and realise that they wouldn’t be able to cope, this will then make them want to help.
What are the technical and aesthetic qualities of your work?
In my work there isn’t really any technical aesthetic qualities in the final leaflet because I did it all in
really simple ways, the only thing that you could say is an aesthetic quality is the fact that I had to
use the magic wand tool in Photoshop on all the images on my leaflet so section the part I wanted
and deleting the background from behind it so that the background became transparent.
Another thing you could say was an aesthetic quality is the way that the arrows which are in the
same kind of shape as the SASH logo were all made by myself by using the fountain pen tool on in
design and create the same myself then pick a pantone colour for it from my swatches.
When creating the poster, I used the cloning tool to make sure that all of the background blended in
together which I think that I did really well as you cant tell that the background is made up of lots of
different images altogether, then I did the same on the piece of cardboard the man in the image was
holding to write another sentence underneath and create the SASH logo.
I then changed the opacity on the image of the man so that it made it look like he blends in to the
wall basically saying that homeless people are never noticed, I also did this to make sure that the
image didn’t segregate homelessness just to men and that it can be anyone.