The document discusses four case studies of social campaigns: 1) The Wildlife Trusts campaign aimed to raise awareness of climate change locally, nationally, and globally. 2) Accessible Arts and Media created a website and activities to increase access to media production for people with disabilities. 3) Donald Trump's "Make America Great Again" campaign aimed to change voting behavior and support his presidential campaign. 4) An NHS Lothian campaign aimed to make parents aware of responsible drinking around children and the example they set.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: (The Wildlife Trusts)
Purpose: The purpose of this campaign
is to bring about I would say local,
national and global change. This is
because it is a local campaign from
Devon, which is a change that needs to
happen globally, but it will impact
nationally because every nation needs to
consider climate change and what we can
do about it. Another purpose of this
campaign is evidently to campaign, to
provide information and to raise
awareness. They are also challenging
dominant representations and agendas
because people think it is not possible for
climate change, but The Wildlife Trusts
are trying to raise awareness to say we
need to do something about it.
Aims: The aims of this campaign are to
make people think about what they are
doing to the climate and what they can do
to help improve the climate.
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3. Techniques:
The technique that stands out the most to me is the use of imagery,
this is due to the picture edited effectively in a way which sends out a
message because it is fake and unusual. The colour scheme is quite
simple, a black background to look quite negative and make the
animal stand out. Then the text is bright against a dark background
which is use of reverse. There is also a wall in the background which
makes it look like the picture is an actual poster. Again the wall is
using a negative tone by the use of black and white rather than it
being the colour of an actual wall again making the message stand
out.
In terms of the font it is a very simple and easy to read font. This
makes the message clear and easy to understand. The main
message is clear and big and then underneath there is information
adding to the message in a smaller font making your eyes follow the
text in that order so that you want to know more.
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Case Study: (The Wildlife Trusts)

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (The Wildlife Trusts)
This graph shows that the project was unsuccessful
because it shows that the climate has only got worse
due to temperatures rising each year in comparison
with the 20th century.
The possible impact of this Devon campaign is that
locally they could improve their efficiency with
appliances and cars etc. which is a good start because
any change can help, but the campaign was not
successful nationally or globally because it would take
a lot to have that sort of impact. Although it is an on-
going worry and we are making changes with things
like electric cars, electric buses which is all helping, but
there are a lot of people saying it is almost too late now
to make a change, we currently just need to make sure
it does not get any worse.

5. Case Study: (Accessible Arts and Media)
Purpose:
Accessible arts and Media’s
purpose is to create access to
media production for non-
traditional groups by setting up
this website with different
activities to attend to. Other
purposes are to campaign, and
the infiltrate mainstream media,
this is because if it becomes
popular and it is shared on for
example Facebook it may end up
becoming quite well-known.
Aims:
Their aims are to create access
to media production for people
with disabilities.
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6. Techniques:
One of the technique used in this poster that stand out the
most to me is the colour scheme. The poster is very bright
and colourful giving it a positive and happy tone to it,
which is the aim of the campaign. The fonts on the poster
work well with each other, the main title at the top is in the
style of the subject, which is dance. All the titles of the
different groups have their own logo which I think makes
them stand out and look unique on the poster which is
important as they are some of the main subjects of the
poster so they need to stand out. The images used in this
poster are mostly icons/graphics. Like for example the
purple square is use of ‘blobs and stars’ to make that
piece of information stand out above the background. The
other images used are mainly just patterns to make the
poster look appealing, and also logos from other directors
of the organisation.
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Case Study: (Accessible Arts and Media)

7. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (Accessible Arts and Media)
On the website I found the list of supporters
for Accessible arts and media, the list is very
long which indicates that the
organization/campaign has been successful
because there are lots of people who fund
the project. This also could potentially mean
that the campaign has become quite well-
known and popular because all these
supporters could also be advertising for
AA&M, meaning they have lots of people
signing up to volunteer or be a part of the
activities.

8. Case Study:
Purpose:
The purpose of this campaign is to bring
about national change because it is to
change America and make it ‘great’ again,
to campaign and also to change voting
behaviour by insinuating that Donald Trump
will make America great again. It is also
raising awareness even more so that trump
was up for the election, and to possibly
change people’s attitudes on Donald Trump
by saying he is only trying to improve things
for Americans which is also a purpose of
building relationships with subjects, the
subjects been in this case Americans.
Aims:
The aims of this campaign is to encourage
people to vote for Trump and telling them
by doing so they are making America better.
Another aim by using that text is to get
people to know Donald Trump’s aims and
plans, because “Make America great
again”, is a slogan he repeatedly used
during voting times, which was also used to
create and sell merchandise like hat, t-
shirts and badges to promote Trump even
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9. Techniques:
The techniques used on this poster are first of all use of
different fonts, all of the text except ‘America’ is in a sans
serif font which is simple and clear to read, whereas
America is in a sans font which makes it stand out a lot
more as well as it been a bigger font size, it also
enhances the word and makes the word appear fancier.
In terms of colour scheme the background has blue
included in it which matches Trump’s tie, and the white
text is on a dark background which is using reverse and is
also matching Trump’s shirt, so overall it is quite colour
co-ordinated which looks quite appealing. The box around
the text with the use of stars to me references to the
American flag because of the stripes and stars, but not
only that, the use of 5 stars in particular insinuates to me
that that is the sort of standard he will bring America up to.
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Case Study: (campaign/organisation name)

10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (campaign/organisation name)
The impact that not only this campaign had on the result but all campaigns was
that Donald Trump won the election and became President. This campaign alone
obviously did not achieve this, but as contribution in with all the others it was
clearly successful. I think this was because without watching all the discussions
and speeches, Donald Trump along with his opinions/views and plans stood out
the most to people because he voiced his opinions so much and he gained so
much publicity from some of the things that he said.

11. Case Study: (The Wildlife Trusts)
Purpose:
The main purposes of this
campaign is to raise awareness,
to bring about local change
(Lothian) and possibly national as
it is from the NHS, to campaign
and to create and strengthen
community ties with it been ‘NHS
Lothian’.
Aims:
The aims of this campaign is to
make people (in particular
parents) realise that your child
watches everything you do,
including drinking, so you are
setting an example to them about
depending on how much you
drink and how you
explain/express it to them.
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12. Techniques:
The technique that is standing out the most to me is the way the
campaign has been designed to look like a child has written/drawn it
which works really well and puts the message across in a really
effective and hitting way by using fonts that look like a child’s
handwriting. Like for example instead of making it look perfectly and
neatly presented the pink border is quite scruffy and the drawings are
not in line or perfectly coloured in, I think this is a powerful message
to parents saying that your child copies everything you do, so
consider how much you drink around them and how responsible you
are with it.
Moving onto imagery the picture used on the poster is cleverly taken
because it is shot in a way that the child is looking in the mirror doing
her lipstick, blocking out the wine glass with the mirror, but the
message is telling you to make sure their opinion of alcohol
especially at that age is a responsible outlook because they should
have seen responsible drinking from parents. The colour scheme
used in this poster is feminine because they are using a little girl as
an example, also possibly because wine is quite often a drink that
women like and young girls are going to look up to their mother, so
they in this campaigns case are the ones who need to stop and think
about the example they are setting when drinking.
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Case Study: (campaign/organisation name)

13. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (campaign/organisation name)
The impact on this campaign along with many others may have been part of the
reason for these statistics, from 2003 up to 2012 the percentage of children that
have ever had an alcoholic drink before the legal age has lowered by around 18
percent, which may also have something to do with the information we now
have about the after effects and damages of alcohol. This could also be due to
licensed places getting more strict with ID and making a lot more checks,
supermarkets doing ‘Challenge 21’ and ‘Challenge 25’ which is progressively
making underage drinking harder and harder, and like smoking gradually
making it more socially unacceptable.