Existing Campaigns

3. NHS Anti-Smoking
CampaignThe NHS Anti-Smoking Campaign focuses
on reducing the numbers of smokers
nationally. The reason they want to do this
is to reduce the numbers of deaths and the
strain it puts financially on the NHS.
The Campaign uses a series of images
and short texts to get the message across
to the viewer. The images used are often
very shocking and even disgusting, almost
like a tough love approach. Images of raw
tumours and black blotchy blood pouring
from the end of a cigarette are a sure fire
way to revolt a smoker. There are
sometimes the more touching approaches,
such as the image on the right. This
focuses on tugging a smokers heart
strings, by bringing a child's opinion into
play.
Due to this being a government campaign
there is a lot of flexibility in how they
distribute the images. Most are shown on
TV, bus stops, the sides of buses and on
bill boards. There are also many inside
medical practices and magazines.
This campaign is very impactful and uses
sheer shock in most cases to get the
publics and smokers attention. The hope is
to have a smoker reminded of the dangers
every time they light up. The statistics
show that since the launch of this
campaign the rates of smokers has fallen,
but the long lasting effects are still
prominent.

4. PETA Anti-Fur
Campaign
The PETA Anti Fur Campaign focuses on
changing opinions and enlightening people
on the global issue that is Fur trade. The
Fur Trade is a very argumentative subject,
but a subject that often doesn’t directly
apply to us. Real fur products are often
expensive and premium, but the numbers
of animals slaughtered for the fur is very
high.
PETA often use models and incredibly
hot women such as he furry one to
represent their cause, this is a sure fire
way of getting the attention of men and
women due to using models of both
genders, who are often half dressed.
Some of the images are more personal
and humorous as a relaxed approach
and some are very straight forward and
shocking, such as models holding the
remains of a skinned animal.
The aim of this campaign is to create
global change, to stamp out the fur
industry for good. The change will come
from changing opinions on the fur trade
internationally.
PETA often infiltrate the media by
holding local/national events which grab
the attention of media reporters.

5. Anti-Gun
Campaign (USA)This series of campaign images by “Moms Demand Action” show what has been banned
in parts of America, and what hasn’t, one of Americas biggest killers - the Assault Rifle.
The aim of this campaign it to change opinions surrounding the banning of guns in
America, this challenges dominant representations of guns ‘protecting’ America.
Comparing what is legal, high capacity assault rifles vs the banned Kinder egg, Little red
riding hood, and the dodge ball. It is to show Nationally, and even globally, the dangers
being posed to civilians, that is only possible due to conservative American amendments.
The images show 2 children in multiple school rooms, one holding a banned commercial
product and one holding an assault rifle. It is very eye opening seeing what is viewed as a
more serious danger to the American public, young and old. The fact that the images are
all based in school rooms, such as the Library, Classroom and Sports Hall are very
meaningful as it is the locations that kick started what is essentially an international
intervention on American gun laws, relating to events such as the Sandy Hook mass
shooting in 2013, and the 94+ school shootings since then.
Anti Gun Campaigns have been fierce since the Sandy Hook tragedy, and they are
fuelled every week/month by new mass shootings in America. Since then the number of
gun owners in the USA has fallen, although a third of American homes have at least one
firearm.
The anti-gun campaign by “Moms Demand Action” contains touching images which make
you think long and hard about the banning of firearms in the USA. Many ‘Anti-X’
campaigns contain graphic images to stop a problem in its tracks, and brutally raise
awareness about what is likely a brutal cause. For example PETAs Anti-Fur campaign
contains graphic images of dead/skinned animals, using the shock factor to change
peoples opinions.

6. Green Party Political
Campaign
The Green Party Political Campaign is
an attempt to change peoples voting
behaviour nationally. They do this by
expressing the changes that they plan to
make, and why it will be better for the
country.
The campaign contains a variety of
styles, from short catchy messages to a
detailed text image that explains why you
should vote now. All of the images show
white text on a green background, as
green is the colour that represents the
party. The images, colours and fonts
used are all very relaxed and positive as
opposed to other political campaigns
such as UKIPs very negative attitude.
The posters try to create a relationship
with the viewer, by showing them what
they can do to help the country, as a
team. They also attempt to change
attitudes towards the Green party, as it is
often seen as weak and simply a group
of tree huggers.
The Green Party did have more success
after the most recent campaign but not
as much as the other parties, the stigma
related to the Green Party holds them

7. UKIP Political
Campaign
Ukip’s political campaign posters focus on the use of images and
informative text regarding their political concerns. Many of the posters
are very punchy, this can have a balanced effect of disgusting some
whilst massively appealing to others who believe other parties spend too
much time beating around the bush.
For example the “And whose jobs are they after?” poster is almost
directly saying that Europeans are thieves after ‘Our’ (British Peoples)
jobs. They also use examples such as the Rotherham Child Sexual
Exploitation scandal which occurred whilst Labour were in charge. The
image shows a very upset young lady, a very impactful image with the
number of cases as the number of reasons to not trust Labour. The
military poster shows a soldier holding his helmet out for cash,
representing the many soldiers who are living on the streets.
These very forward posters create a snappy opinion in viewers minds, I
personally see the European Jobs poster and silly and needless, But
when I see the Service Men and Women funds poster it reminds me how
many people are suffering in our country after putting so much on the line
for it.
UKIP have a very different style when it comes to promoting
the party and changing voting behaviour compared to the
Green Party. Firstly the information they provide is very
negative, they remind us of the current problems but don’t do
much to say how they will stop or fix the problem. Where as
the Green Party focus on the fact that they will make real
change, and the changes they will make such as the living
wage and creating affordable housing, much more positive
and developing ideas.

8. Deaf-Fest Campaign
Deaf fest is a national film media competition
purely for the blind. This gives them an
opportunity to be recognized from the minority
group they are part of. By entering deaf fest, film
producing deaf people can stand out from the
crowd more than the hearing able. This is
because they can be focused on more by film
companies, rather than being one of many
thousands of hearing able people. Deaffest
creates a community for the deaf, a place they
can go and be with people who have had similar
experiences to them.
Deaf fest gives the non traditional group access
to media production, and aims to prove that
being deaf is only one impairment, it doesn’t
stop anyone from being able to produce
excellent films or anything else, they are
challenging dominant representations. It also
expresses how able they are when it comes to
film production, a media that is made purely by
sound and sight. They aim to raise awareness
on a national and international scale in order to
help the hard of hearing into commercial film
production, as otherwise they would likely be
turned away.