The document summarizes several social action campaigns across different topics: 1) An anti-drink driving campaign uses a powerful photograph of a shattered driving license to show that drinking and driving risks losing your license before even getting in the car. 2) A wildlife conservation campaign features an image of a tiger with the message "I am not a rug" to raise awareness about poaching threats and stop animals being killed for their fur. 3) A domestic violence campaign uses photographs of celebrities with cuts and bruises to draw attention and raise awareness about the impact of domestic violence on both children and parents.

1. Social Action and
Community Media
Existing Product Research

2. Case Study: (campaign/organisation name)
•Purpose:
•To bring about local, national or global
change.
•To change attitudes
•To raise awareness
•To create or strengthen community ties
•To campaign
•To provide information
•- many people think that it is okay because
they’re a good driver but do not understand
the consequences
Aims:
The aim of this campaign is to show people
with this powerful photograph that it is not
worth drinking and driving because before you
even get in the car you are losing your
license. Like the photograph shows, the drink
smashing the license.
Creative Media Production 20122

3. Techniques:
The techniques they have used is a powerful photograph of a glass with
no drink left in smashing against a driving license which suggests that
you are already getting rid of your license before getting in the car
because it is a very risky thing to do, even if you have only had a few
drinks and feel safe to drive. You are risking you license, your life and
other peoples lives. The shatter of the license draws your eye to the
photograph when you first see it which makes you concentrate on what
is actually been shattered. This is the message that the photograph
itself brings across.
The black background connotes that it is a serious subject and should
be well read about.
They have used capital letters in the large text, which also shows that it
is a very important, serious subject. The text in in white against the
black, which is simple, yet effective because it makes its stand above
everything else. The sentence Is blunt and straight to the point, adding
to full stops makes it powerful and serious. ‘drink driving. Don’t risk it’.
Creative Media Production 20123
Case Study: (campaign/organisation name)

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
Creative Media Production 20124
Case Study: (campaign/organisation name)
I have shown 2 different graphs. The graph to the
right is about actual accidents that have been caused
by drink driving. Which has decrease a lot since
1979, this is because of all of the awareness
campaigns about how bad it is. people have only
realised the passed 10 years by all the deaths, which
is unfortunate. But people are more aware of this now
and the potential outcomes of the act. It has slightly
peaked at the end after 2010.
The graph to the left shows what age groups
have taken their own live from drink driving. The
highest age group was 20-25. these are most
likely the people who believe they haven't drank
enough to be ‘drunk’ and have risked it. There is
no percentage below 16 and over 55. but it
seems to vary across the ages. As they get older
then 25 it seems to decrease slightly.

5. Case Study: (campaign/organisation name)
Purpose:
•To bring about local, national or global change.
(global)
•To change attitudes – people don’t realise the
decrease in numbers the animals are going through
and see no wrong if they’re gaining a lot of money
from it. This attitude needs to change.
•To raise awareness – not everyone around the
world knows about poachers who kill animals for their
skin to sell as a luxury.
•To provide information-website link at the bottom
provides you to find out further information about the
subject
•To campaign
•To build relationships with subjects-people may
have little or no interest In animals but when they see
the cruelty they are going through they may get
interested in the saving of the lives.
Aims:
The aim of this campaign is to raise
awareness and to try stop the poachers killing
animals for their beauty (skin print). Not
everyone knows what they’re actually dying
for and these campaigns are to show people
the reality that needs to stop.
Creative Media Production 20125

6. Techniques:
The WFF have used a cute picture of the tiger, that makes the animal look innocent
which is a powerful image because it shows humans as the bad people in this
campaign because they’re the ones that are poaching the animals.
The use of colour is also good because they have used black, white and red to keep
it simple. Red immediately catches your eye and suggests that the campaign is very
serious, because red makes us think of blood, so with red against an animal makes
us think of the animal dying (murdered). The black background also is another
colour which suggests that the campaign is about a serious matter.
The strong message in capital letters ‘I AM NOT A RUG’ connotes that the animal is
angry and it is an unfair thing to do. People who are not aware of this happening will
want to read the rest of the campaign in smaller print when reading this because
they will be interested to understand why a tiger is compared to a rug, which makes
the advert really clever.
Creative Media Production 20126

7. Impact: Evidence of any change being brought about through projects
using words and or graphics.
“We’re determined to double the number of wild tigers to at least 6,000 by 2022 – the next Chinese year of
the tiger. To achieve this, we’re focusing on conservation in 12 priority landscapes, including areas in
Nepal, India and Russia. At the groundbreaking international Tiger Summit, which we helped to organise
in 2010, governments from all 13 tiger range countries committed to this ambitious and visionary species
conservation goal and created a global plan for tiger recovery.”
“A 2013 survey of wild tigers in Nepal found that tiger numbers had increased by more than 60% since
2009. This indicates that our aim to double tiger numbers by 2022 is achievable, and shows that
conservation efforts can work.” – WWF official website.
Creative Media Production 20127
Case Study: (campaign/organisation name)
This information shows that the campaigns that they’re showing to
the public are working sufficiently because people are trying to stop
poachers and also stopping disturbing tigers habitats.
This chart shows the number of tigers that are in the world since
1970. the number has decreased by over 30 thousand due to
poachers and destroying their habitat. It is slowly increasing again
due to people becoming more aware of the big problem.

8. Case Study: (campaign/organisation name)
•Purpose:
•To bring about local, national or global change.
•To change attitudes
•To raise awareness
•To create or strengthen community ties
•To campaign
•To provide information
• to challenge dominant representations and
agendas
Aims:
The aim of this campaign is to show people that
it’s not just the children who can be beaten as
well but their parents. This affects the parent
and child relationship whilst shattering their self
being. It is to make people aware of the
problem so they could try make it better and
also report something bad if they see it happen.
This project aimed to focus on and examine the
issue of domestic violence and it's impact on
children and the parenting of children
Creative Media Production 20128

9. Techniques
The techniques that ISPCC have used are celebrity endorsement. The
people in this advert are very well known and because they have cuts
and bruises on their face it will immediately draw attention from the
audience because they will wan to know why they do have this. This is
a really good technique because it is bound to be read when these
people are in it.
The speech is in lower case letter and is fairly simple but effective
because it leaves you with questions in your head thinking about that
this really happens in reality. The logo in the corner is the only bit of
colour drawing your eye to research more into the
company/organisation.
The photograph is low in contrast and contains red, which symbolizes
that it is a bad event, not a happy photograph and the meaning is sad
and serious.

10. Impact
ISPCC support workers and volunteer mentors work with over 1,500 individual children and families
nationwide each year through a suite of support services. Their support workers encounter many
issues such as emotional and behavioral problems, anxiety, and grief, risk of drug and alcohol
abuse and early school leaving.
This chart shows unlike the previous ones that the problem is actually getting worse, that is why
there are more and more campaigns been made to raise awareness of the problem that people do
not see. Since 2004 the percentage of domestic partner violence has increased by over 50%
Campaign agencies like ISPCC have helped people become a lot more aware of the problem so
that people can see it more clearly when it is happening and also have brought about help lines
which people can ring to get help from violence, people used to be to scared to tell anybody but
these phone lines are confidential which helped people a lot. They have offered support for
thousands of people and helped them get over keeping it a secret.

11. •Purpose:
•To bring about national change.
•To change attitudes
•To raise awareness
•To campaign
•To provide information
•-To change voting behaviour
Aims:
The main aim of the campaign poster is to get
the public to vote for the conservatives part,
which David Cameron is apart of. By doing
this they have made many posters with
persuasive writing on to encourage the public
to do this. They also put posters around the
country to remind people about who they
should be voting for.

12. Techniques
They use a big photograph of David Cameron that fills up a lot of the poster, this
way the attention is on him and you immediately know that the campaign poser is
about the conservative party. They also use ‘year for change’ to persuade you to
have a look at the website link below to find out what things they’re willing to
change, this can benefit a lot of people who do not agree with rules that are in place
at the moment. They use a light pale pastel blue as the background which connotes
calmness and makes people think it is a good poster about positive subjects, it also
connotes truth, which is what people want when they’re looking at the different
parties. And the darker blue text also connotes truth, calm and positive. The heading
is in lower case letters to suggest he is speaking calmly about the subject also, but
it combines 2 short sentences with full stops suggesting that it is serious. There is
also green at the bottom right of the poster, which is another positive, happy colour.
It usually is used to show the good side of something.

13. Impact
The graph below shows the popularity of the different political
parties in 2011 and 2012. some have significantly dropped at
2012 and some have risen. This is by the parties persuading the
public to vote for them in different ways. David Cameron's has
dropped which means his party needs to spend a lot of money on
advertising and campaigning to get him more popular again,
otherwise he will not be voted.