This document discusses a campaign to raise awareness and change perceptions of homelessness. It analyzes the campaign's purpose, aims, techniques, and potential impact. The campaign's purpose is to humanize homeless people and change views on how they should be treated. One aim is to alter people's perceptions of the homeless by using a realistic yet anonymized photo and text calling readers to action. The photo's unstaged, poor quality adds authenticity and sympathy. Limited editing maintains anonymity while addressing homelessness generally. The text and photo together aim to make people reconsider ignoring the issue. Evidence suggests the campaign approach helped increase national homeless counts and estimates over time, demonstrating potential impact in bringing needed changes.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: (campaign/organisation name)
Purpose:
The purpose of this campaign would be raise awareness
for the homeless. This campaign is trying to change
people views on how homeless people should be treated.
The picture that is used shows how humane homeless
people can be. The picture itself looks like it has been
taken by a passer by on the street, the picture quality is
quite poor and it looks overall very realistic. Another aim of
this campaign would be to change attitudes towards the
homeless. There is normally a stigma involved in being
homeless, and people normally think that if they look away
then it’ll go away. This campaign would change those
views, or aim to.
Aims:
One of the aims of this campaign would be to change
peoples perception of the homeless, this is shown with the
text that is used and the image. There is only a small
amount of text used in this campaign, and its eye catching
and will draw the viewer in. there is a website at the
bottom of the text that the viewer could go to, and this
would hopefully get people to change their views.
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3. Techniques:
The producer of this advertisement has used a powerful image to draw in the reader. This image
would hopefully make the viewer realise that homeless are still human. The image looks like it has
been taken unprofessionally, and it looks like the person in the image is actually homeless. This
would, most likely, be staged, but its more effective to use this technique then to have an image that
looks professional and staged. This would be because it would make the viewer more sympathetic
towards the subject. If the image was taken in a studio and it had been highly edited, then the viewer
wouldn’t take the campaign very seriously because there wouldn’t be anything that the viewer would
think is real. For these type of campaigns it is more advised to use un staged, realistic photographs
because they would make the person viewing it more sympathetic towards the subject and the
charity in general. The use of editing to remove the face of the subject would have been used to
show homelessness in general. This image was taken from the internet, so either the image has
been edited to look like that, or that someone on the internet has done that to keep the identity of the
person confidential. However, by the look of the image the photograph has been edited like that for
the campaign. If this was the case then it has been used to show the opinions of homeless people in
general. This would help the campaign because it would show that people without a home shouldn’t
be treated like they don’t belong in society. The text used in the campaign would also help get this
message across; the sentence should make people think twice about just looking away from this
problem in the future. This shows that the campaign is aimed at changed views and attitudes
towards a certain group of people. Since this campaign is aimed at changing attitudes, then it would
also campaign to get homeless people off the streets, with the help of the public.
3Creative Media Production 2012
Case Study: (campaign/organisation name)

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
4Creative Media Production 2012
Case Study: (campaign/organisation name)
The Autumn 2011 total of street counts and estimates
in England was 2,181. This comprises a figure from
every local housing authority in England, with 53
authorities conducting a count and 273 providing an
estimate.
The Autumn 2012 total of street counts and estimates in England was
2,309. This is an increase of 6% from the 2011 figure of 2,181, which
was an increase of 23% from the 2010 figure of 1,768.