The document discusses an advertising campaign created for the charity SASH. It begins by outlining the original campaign design, which included a black and white photo and text. The author realized this design was too basic and didn't effectively communicate the message. Two revised designs are then presented, but both were deemed unsuccessful. The final design uses a collage of faces in black and white with the text "anyone can be homeless." Techniques like minimal text, visual elements, and black and white colors aim to clearly convey the message and engage the target audience of 16-24 year olds. The author believes the impactful design will make the public reflect on homelessness and potentially volunteer.

1. Evaluation: social action and community media
Is your advertising campaign fit for purpose and why?
My advertising campaign is fit for purpose because I have come up with my own
design and I have taken on board what SASH have said when they came to talk
about their charity and what they aim to do and also how they campaign their
charities to others and how they want to come cross. In my campaign that I have
designed I have used the information that SASH don’t want to make their charity
stereotypical and paint the image as teenagers are violent and unapproachable that
will put the volunteer into not helping the homeless. Also in my campaign I haven
specifically targeted the ad to teenagers as I have different ages stating that “anyone
can be homeless”.
Does it communicate your message clearly and why?
I believe that my campaign communicates the message clearly as again I have
classed and stated that “anyone can be homeless” I have used this quote as it can
apply to everyone and also the audience reading this campaign will stop and think as
they might probably have an opinion about homeless people that they are “tramps,
use the money for drugs and horrible people” this is the sort of message I have tried
to remove from people and add the word “anyone” which can be aimed at any
person reading this can stop thinking about the stereotype kind of homeless and
actually understand that even a person who can look the completely opposite could
also be homeless too. This also means that you shouldn’t judge a book by its cover,
this is the message I have communicated in my campaign. Some of my responses
that I got back

2. Is it appropriate for your target audience and why?
My campaign is appropriate for the target audience because in my research I found
out from my questionnaire that everyone that answered my survey was between
ages 16-24. This is a mature age and people from this age group have a better
understanding about homeless than someone who is under this age. Also in my
research I found out that less text and more images works more effectively as young
people are my visual and like to picture what has been said. As young people tend to
loose interest if something is over powered with text and information. This is key
because now my campaign will attract more people into reading it and also thinking
about volunteering. In my campaign I have used verity of images that will instantly
catch the audience’s attention and keep them hooked, as this was one of the main
techniques that will get the audience interested.
Compare and contrast your original intentions with the outcomes you arrived
at.
When researching into existing homeless campaigns to get an idea on what is out
their and what works and also what will get the audience hooked. Originally when I
pitched my idea in a presentation I really like the idea of having black and white
photographs to illustrate the campaign.
This was the first campaign that I first designed. This
was inspired by the Shelter homeless charity as they
had the text box with the information about the charity
and how to get involved.
I realised with this design that it was very basic and
also boring. The reader will loose interest and has no
hook. As my campaign is aimed at people 16-24+ the
audience are young so they prefer more images than
text.

3. Also the image I have used on this campaign is with a homeless boy with a hooded
jacket, this again was giving the wrong impression to my audience as the person in
my campaign is painting an image of a stereotypical teenager, which means he could
be violent and unapproachable this will make the volunteers not want to help and
accept them into their homes as they will refuse and will not take any interest.
The black ground I have used is plain black and the image is just placed on the
page, this shows that it doesn’t look very professional and of to high quality as the
campaign doesn’t look realistic and doesn’t really catch your eye.
Finally I had too much text in this poster I produced and also it wasn’t clear on what I
was trying to communicate to the audience.
Following on, in this design I decided to change the
layout of the poster and go for a completely different
design. As you can see on this campaign I decided
to make a face collage from different face features
and making it look like one. I also decided to place
the quote over the face so it draws more attention to
the poster. I decided to use a green colour for the
text as it fits in with the SASH logo. However again I
felt as this design wasn’t working as it doesn’t look
vey professional and doesn’t look high quality.
The information at the bottom where the white footer
is placed the text is cramped and not very clear to
read as the font is not appropriate.
Also the face and twitter icons were also pixelated as the icons I selected where not
very good quality.
After not being happy with the outcome o this design I decided I will use the face
collage technique and use it for my final improvement.

4. For final idea this is the outcome I came up with. I
decided that since I liked the quote from the poster
above I felt that in my improvement design that I
could use the quote “anyone can be homeless” in
tis design I have made a black and white portraits
of peoples faces of different ages, and gender, a
have a portrait of a people with the face college
technique but tis time I didn’t include the eyes and
just have the text over with the quote I wanted to
use. The message I have communicated fits I wit
the theme and the quote as I haven’t gone for a
specific person that can be homeless. The
message is clear and also I have used less text in
this campaign then what I originally started with.
I have also stuck with the black and white
throughout as it makes the campaign more serious and hard hitting as it affects the
audience by making them feel guilty.
On this ad I have also got rid of the white footer and just placed the number of the
charity on the bottom with the facebook, twitter and SASH logo. I have positioned
these at the bottom as it fit well rather than having them on top of the poster ad plus I
have kept these in colour as when the audience readers the campaign poster their
eye will instantly attract them to see the information at the bottom.
Over all I think this appeals more to the target audience than the original campaign
poster, it has less text and more images as this works better and appeals more to y
target audience. It keeps the audience hooked and interested.
How effective are the techniques you have used and why?
The techniques that I have used is I wanted to create a poste that was more
powerful as I believe they work the best when advertising something that will make
the audience stop and think. The colours I have used are black and white and I have
applied this throughout my campaign, as in my research this effect was used to
make the message more powerful as black symbolises the colour of hidden,

5. secretive and an air of mystery. And the white
symbolises the colour of pure the colour which is
represented as the colour of perfection. These two
colours work well because the white represents that
everyone is pure and innocent and the black
represents that everyone has something hidden and
secretive and people cannot tell the difference
between who is homeless as my poster shows that
anyone can be homeless and not the stereotype
people think. As by having the face college and adding
different face features from different photographs is
also very effective as again it works well with the
quote that I have used o the campaign, the message I have presented is that not
judging a book b its cover. The font I have used is sharp and bold making it eye
catching and clear to reader, I have used capitals for the text to make it punchier as
it’s the main and most important element of the campaign.
Is the content effective and why?
The content is effective as my design is not classing certain people whereas it is
classing everyone together this way it manipulates the audience and making the
audience feel guilty something that will make them think hard. I found this method is
extremely effective as it makes people see what they have compared to people who
don’t have as much as they might do. The colour I have used is dark and mysterious
as black is the colour of darkness and hides many secrets. I have found that it fits
well with my campaign as all the images I have used are all black and white setting a
mood and making the audience have mixed motions on the campaign. Also what I
have tired to aim with my campaign is reality and there are people out there who are
homeless, like some campaigns they make their poster ads positive and making
them seem posed and happy. There I have presented my poster being the truth and
emphasising that anyone can be homeless and not the stereotypes people class as
homeless.

6. What impact do you think your advertising campaign will have on the public
and why?
The impact my campaign will have on the public is thought. My text that I have used
on my campaign is stating that “anyone can be homeless”. It makes people reflect on
their lifestyle and realise how they live to people who are actually homeless and how
it would make them feel and wouldn’t they want someone to help them. My
campaign also gives people an opportunity to change someone’s life by volunteering
and giving them somewhere to stay, by giving that person a chance to have what
other people who have more than what they do and to turn their life around. My
campaign is a hard hitting message and gives the guilt trip effect. Also with the way I
have designed my campaign advert with the black and white it sets a serious mood
and stating that this is someone’s reality everyday. People stereotype homeless
people as, smelly, tramps, nasty people but in reality anyone can be homeless they
could be people who are close to you even you can be homeless. With my design I
have added different features of different people to make one big picture. All the
different images showing the different people visualises a picture to the audience on
what the message is trying to tell them. When reaching i dissolved that black and
white image campaigns where effective and people seemed to be more persuaded
into doing what has been asked. This is why I decided to use this technique into my
own design