These three campaigns aim to change attitudes and behaviors through shock. The smoking campaign uses shocking text to discourage smoking and provide resources to quit. The racism campaign features a simple black and white image alongside text appealing to sympathy to change views on racial judgments. The homelessness campaign tells a real scenario story in text and image to challenge judgments of those without housing by encouraging consideration of their circumstances. All three utilize eye-catching colors and design techniques while addressing important social issues through thought-provoking messages.

1. SOCIAL ACTION AND
COMMUNITY MEDIA
Existing Product Research

2. Case Study: (campaign/organisation name)
Purpose:
The purpose of this campaign would be to raise awareness. This campaign would have been designed to shock people into
changing bad habits. It would have been made to inform people how bad a smoking habit is, and there is a phone number that
people can call if they decide to stop. This would be the main purpose of this advertisement; to stop people smoking.
Aims:
One of the main aims of this campaign would be to persuade people to stop smoking. This is done with text that would have
been used to shock people. This campaign has been made to try and get people to stop smoking because it damages their
health, and would eventually kill people. There is a lot of anti smoking campaigns that use this technique, so they would have
had to have done something that makes people think, otherwise they wouldn’t have taken any notice.
Creative Media Production 2012 2

3. Techniques:
The main technique that has been used in this campaign would be the use of text. This
campaign uses language that would most likely shock the person that is reading it. At the top
of the advertisement there is a sentence that looks like its going to promote smoking, but
once you read all the campaign then you realise that its trying to discourage smoking.
Another technique used would be the use of colours. There are only dark, contrasting colours that
have been used in this and they can easily be seen. These dark colours, like black and red, are the
normally the colours that are used with anti smoking advertisements, and they are probably used
because they would make the biggest impact.
Another technique that has been used is the use of images. There is only one image that has been
used in this advertisement, and even though its quite a minimalistic image, it gives a better idea of
what the campaign is about.
Creative Media Production 2012 3
Case Study: (campaign/organisation name)

4. Impact:
Creative Media Production 2012 4
Case Study: (campaign/organisation name)
A smoking ban in England, making it illegal to smoke in all enclosed work
places in England, came into force on 1 July 2007 as a consequence of the
Health Act 2006. Similar bans had already been introduced by the rest of
the United Kingdom before this — Scotland on 26 March 2006, Wales on
2 April 2007 and Northern Ireland on 30 April 2007.
http://en.wikipedia.org/wiki/Smoking_ban_in_England
While the ban affects almost all indoor workplaces,[7] some exemptions
were provided:[8]
bus shelters (provided they are less than 50% covered, some councils
however assume no exemptions apply),
phone boxes (but box types K2 to K8 are included, because they are
completely sealed)
hotel rooms (if they are designated as smoking rooms)
nursing homes
prisons
offshore oil rigs (only in designated rooms)
psychiatric wards (until 1 July 2008)
stages/television sets (if needed for the performance, except in rehearsals)
specialist tobacconists in relation to sampling cigars and/or pipe tobacco.

5. Case Study: (campaign/organisation name)
Purpose:
The purpose of this campaign would be to try and change
attitudes towards a certain issue. This campaign is clearly
trying to bring about global change on racism.
Aims:
The main aim of this campaign would be to being
about global change. There is a pledge that people
can sign to help about the cause that they are
campaigning about, and this is done with the use of
sympathy towards the subject.
Creative Media Production 2012 5

6. Techniques:
One technique that helps this campaign achieve its aims would be the use of the image; its in black
and white, which automatically makes it more dramatic and draws in the viewer. The image itself is
quite simplistic, it doesn’t distract from the main aim of the campaign, which is to try to change views.
Another technique that has been used in this campaign is the use of text. There isn’t a lot of text on
this advertisement, and the text that has been used is easy to read and should make the reader feel
sympathy towards the subject.
Creative Media Production 2012 6
Case Study: (campaign/organisation name)

7. Impact:
Creative Media Production 2012 7
Case Study: (campaign/organisation name)
There were fierce race riots targeting ethnic minority populations across
the United Kingdom in 1919: South Shields, Glasgow, London's East
End, Liverpool, Cardiff, Barry, and Newport.[citation needed] There were
further riots targeting immigrant and minority populations in East
London and Notting Hill in the 1950s.
The British Crime Survey reveals that in 2004, 87,000 people from black
or minority ethnic communities said they had been a victim of a racially
motivated crime.

8. Case Study: (campaign/organisation name)
Purpose:
The purpose of this campaign would be to change peoples attitudes. The text that has been used help create this. This
campaign looks like it has been placed on a bus shelter, and it would have probably been placed there because there
will be a lot of people that stand there and have the time to read that every day.
Aims:
The main aim of this campaign would be to change peoples attitudes on homelessness. The text that has been used
tells of a person that has slept rough and had people judge them because of it. This campaign would have been made
to challenge that judgement, by saying that they didn’t choose to sleep rough, it just happened.
Creative Media Production 2012 8

9. Techniques:
One technique that has been used in this campaign would be the use of copy. This is the main focus
of the campaign and it would be the main thing that the viewer sees when the look at it. This
campaign has been positioned in a bus shelter, so the company that has made this have used a bold
font so that the text is easy and quick to read. Another technique that this campaign has used would
be the use of imagery. There is only one image on this, and its where the person slept. This
campaign might have used a real scenario to focus on when making this campaign, but either way
the overall look should make people think about what they can do to help.
Creative Media Production 2012 9
Case Study: (campaign/organisation name)

10. Impact:
Creative Media Production 2012 10
Case Study: (campaign/organisation name)
48,240 households were in temporary
accommodation on 31 March 2011, 6 per cent
lower than the same date last year.
On a seasonally-adjusted basis, 48,380
households were in temporary
accommodation, similar to the figure of 48,490
in the previous quarter.

11. All three of these campaigns are quite similar in their techniques; they have all been designed
to shock. The first campaign, about smoking, uses text that, when read, should make people
think twice about taking up, or carrying on smoking. The second campaign has been
designed to make people think twice about making racist comments, or hearing comments
and ignoring them. The third campaign is quite similar. This one has been designed to make
people think twice about judging anyone that is homeless. These last two campaigns have
been designed to change peoples views on a certain group of people, however the first
campaign has been produced to change peoples attitudes when it comes to their own health.
All three campaigns use a certain colour scheme to help their objectives, but in different
ways. The first campaign, on smoking, uses dark, contrasting colours to draw in attention and
keep the viewer interested. The second campaign uses the same technique, but it only uses
monochrome colours. The third advertisement uses colours that still draw in the viewer, but
it makes the image look more realistic, so people are more likely to believe it.