2. Case Study: Anti-Labour Campaign
Purpose:
• It is bringing national change by trying to persuade
the country not to vote for the Labour party and this is
done by the Conservatives.
• It changes attitudes by raising issues that the
Labour party are planning on doing.
• It raises awareness as it is alerting people about the
plan Labour have about increasing debt.
• It challenges dominant representations and agendas
because this advert is trying to show a negative side
to Labour and their plan.
• It provides information because it explains their plan
at the bottom of the advert.
• It is to campaign as it is from the Conservatives and
they are trying to gain more votes by releasing this
advert.
• It is to change voting behaviour as the
Conservatives are wanting votes and trying to
persuade people not to vote for Labour as they aren’t
learning from mistakes and are planning on
increasing debt.
Aims:
The aim of this advert is for the Conservatives to gain
more votes and for them to get the message out that
the Labour party are not learning and are planning on
increasing debt by a huge amount per person. This
then shows a negative side to the Labour party and
because the Conservatives have released this advert,
they are then going to be getting people voting for
their party rather than Labour with them showing a
negative side to them.
2Creative Media Production 2012
3. Techniques:
In this advert, they have used a number of techniques to make it really effective
and so that it stands out to the audience. It’s a simple advert with not much
colour to it at all and is very basic. They use a white background which then
helps the writing and image stand out as they have used black for the writing
which is a strong contrast. They use a big bold font for the main message that
they are getting across in the campaign and it’s what your eyes get drawn to
first in the advert so that the audience know what the message is. The image is
a really powerful image in this advert because they have used Photoshop to
edit the Labour representatives faces onto school uniforms so that it looks like
they are at school and learning and this also links with the phrase they use as
it’s to do with them not learning. They have deliberately chosen photographs
which showed them maybe looking confused or actually physically away from
the camera, this also shows them not paying attention and this also links with
the phrase because if they are not ‘paying attention’ then they aren’t going to
be learning. This links the whole campaign together and gives it a really strong
message. They then have a little strip at the bottom of the campaign so that it is
still seen but they have made sure it doesn’t overpower the main headline in
the campaign. They have then explained in the strip about what the Labour
party are going to be doing so then it gives the audience a reason not to vote
for the party. They used the same font and colour so that it’s bold and sharp as
it’s quite a serious subject. They have then put really small above the strip the
Conservative party logo so that the audience know who had made the advert
and this then advertises their party and people will then turn from this negative
advert and go to the Conservative party and look for more positive reasons to
vote for them. The whole point of this advert is to put them off so that the
Conservative party get more votes.
3Creative Media Production 2012
Case Study: Anti-Labour Campaign
4. Impact:
This poster has only just been released for the General Election 2015 so it’s hard to see what impact this
poster has done to the audience. The poster was released by the Conservative party and it focuses on the
debt which is something that people hate reading about with it being a negative thing to people. They have
gone for a similar style of poster from when the “Labour isn’t working” campaign which was released in
1979 which was released by Margaret Thatcher. They have gone for a similar theme by creating this poster
and by looking at figures and graphs, it shows that these politic posters do make a difference when people
are voting. As I can’t comment on this poster I have used, I have looked at the “Labour isn’t working” poster
and the effect this poster had along with many others when it came to voting. It shows that in 1960, the
Labour party was nearly at it’s peak when it came to the most popular voted parties in the UK general
elections and then from 1970 it started to drop in votes. The poster was released 9n 1979 and it shows on
the graph that in 1979 it was at it’s lowest point for votes and it wasn’t doing well. It may not be from just
that poster alone, but it does link well with the graph and with other posters like this being released before
elections, it does have an impact on the way people vote. Conservative won the election in 1979 and they
were the party who released the poster so it does show that there must be a connection and that the
conservative party have an effective way of creating anti-party posters. I have had a look at a poll that was
conducted in December 2014 when parties
were starting to release posters for their parties and to
cause hatred towards other parties. It shows that there is a
Tight lead between Labour and Conservatives. The
Statistics keep changing but from January 16th Labour are
In the lead with 35% in favour for the party to be elected.
But Conservatives are not too far behind with 31%.
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Case Study: Anti-Labour Campaign
5. Case Study: Breast Cancer Campaign
Purpose:
•It is bringing local, national and global change by
campaigning that people should check for breast
cancer and help detect it early to help the survival
rate.
• It raises awareness as it is telling people to detect it
early before it’s too late and so that it can be treated,
so people should be always checking for lumps.
• It provides information as at the bottom of the advert
it explains the company and some information on it.
• It’s also there to campaign as they are trying to get
women to check for cancer and get it early before it
develops and gets worse
• It also builds relationships with subjects because not
many people like talking about something this serious
so it helps people then check for lumps and speak up
about it and talk to other people about it. It also then
helps other people do the same and then the more
people who talk about it, the easier it can be
diagnosed and then treated and it also helps people
gain more support.
Aims:
The aim of this poster is to show people what
happens when you do get breast cancer and don’t get
it treated early enough to stop it. The image shown is
powerful for this sort of campaign but it then
symbolises the effect it has when not treated. It also
says at the bottom that breast cancer needs to be
treated early before it’s too late so this sums up why
they are campaigning and what their aim of the
campaign is, which is for people to detect breast
cancer early. 5Creative Media Production 2012
6. Techniques:
In this advert, even though it’s a serious and in some aspects depressing
subject, they have made it really bright and colourful to try and show a different
side to the advert but they are also showing the serious side with the powerful
image they use. The large amount of pink in this image does help draw your
eyes towards the advert but they have used pink because breast cancer is
commonly found in women so they use the colour pink to represent the
feminine side to the cancer. They also use pink at breast cancer events so it
relates back to that too. The imagery used is a very powerful image and it gets
straight to the point but not using people to show their point. The filled up
balloon represents one breast and the deflated balloon shows what cancer has
done to the other breast and how it’s damaged it. This then shows what
happens when your too late treating the cancer and how it effects you
physically which then can come across as quite scary to people and makes
them see the real side of cancer. At the bottom of the advert it says “You can
detect breast cancer early, beat the disease before it’s too late”. This is telling
people that they can detect it before it gets too late and that they should check
for it early so they don’t have to face it when it is too late and that it is important
to check. They use the badge of the organisation so that everyone knows what
the organisation is who released the poster and then people know who to turn
to when they need advice when it comes to them getting cancer. They use a
small and fragile font so it doesn’t immediately stand out and so the image
itself speaks out to the audience before they read the writing. They colour the
font in white so that it stands out against the pink background and this also
makes it look more feminine than using black and this also helps the writing not
stand out as much as black does and if they are wanting the image to speak for
itself then using a pale font will work better.
6Creative Media Production 2012
Case Study: Breast Cancer Campaign
7. Impact:
The poster alone won’t have made a huge impact on the statistics of breast cancer but using posters like
this will help people become more aware of how common breast cancer is and the effects it can have
when it’s too late to diagnose. Cancer Research is an organisation that raises money for all different types
of cancer and many people attend events for survivors they know/themselves or for people who have
passed away from cancer and this also helps raise awareness of the different cancers there is and different
stories people have. They conducted a survey which shows the survival rate of people when they have
been diagnosed for certain number of years. It shows how effective it is when breast cancer is when it’s not
been diagnosed but then it also shows how quickly and
easy it can be treated when you have been diagnosed with it
early. It was conducted within 2010-2011 and it was on people aged from 15-99.
When women have been diagnosed within the first year of having cancer, they all
survive it. Compared to someone who has had it for 10 years, the survival rate
drops to 78.4% which is a lot of people. It shows in the graph that the longer you
leave the diagnosis the survival rate becomes less and less and that it needs to
be diagnosed and treated straight away. Breast cancer outcomes
depend on the type of cancer and the age of the person but the survival
rates in the world are high with between 80% and 90% of them in
England and the USA alive for at least 5 years. In 2012, in resulted in
1.68 million cases and 522,000 deaths worldwide. It also appears in men
too but is most commonly found in women with 49,936 women in the UK
diagnosed with breast cancer in 2011 and 349 men diagnosed with it.
11,643 females and 73 men died from breast cancer in the UK in 2012.
78% of adult females with breast cancer were diagnosed between 2010
and 2011 in England and Wales are predicted to survive ten or more
years. But over the years it has been made more clearer that with
more awareness from posters like this one, they help people
diagnose breast cancer really early and the survival rate rises. 7
Case Study: Breast Cancer Campaign
8. Case Study: Roaring Girl Productions
Purpose:
• It brings local change as they are showing a
different view to people with disabilities and the
abilities they have and can do by setting up this
campaign.
• It is also there to change attitudes as many people
will not think they are in the media at all with
disabilities but companies like this will help people
see that they are.
• It creates access to media production for non-
traditional groups as it helps disabled people work in
the media industry.
• It creates or strengthens a community because
people who have disabilities and wants to work within
the media industry, can come together as a
community to companies such as Roaring Girl
Productions.
• It provides information as on the website it goes into
detail about the company and what they do as a
company for people to see.
• It challenges dominant representations and agendas
because some people won’t think disabled people
can work within the media so it changes their
representations.
Aims:
The aim of this company is to try and raise more
awareness of people with disabilities and how they
can work in the media industry. This is because there
is a lack of representation of disabled people around
the media and they need to be recognised more for
their talents. They show how they can create work to
change the representations people have. 8
9. Techniques:
The website itself is very basic and simple with very simple fonts and colours
that they have used. As soon as you click to go onto the website it shows
immediately the work they have done in tiles and they have images as well so
people can get a glance of the work they do. At the bottom of the page they
have a little description in a sentence in a large font of what the company do
themselves so people can see what the group is about. They also have a bar at
the side which shows their twitter feed so people can see who is tweeting them
and what they are tweeting back and this can then get people going onto their
twitter and following them which can gain them recognition. This is useful to
have for the country to see when they first go on their website so people can be
kept up-to-date with all their tweets and events. In the top corner they have the
name of the company and they have it in quite a unisex font as it’s a deep
purple which can be seen as calming and applies to both males and females
which shows the broadness of the company. They have ‘Roaring’ in quite an
arty and creative font which relates to the company itself and then they have
‘girl’ and ‘productions’ in a simple but bold font so that it is easy to read. They
have a modern bar at the top of the page which shows all the different sections.
The ‘About’ section is really useful and is where all the detail is for the company
as it goes into the history of the company and why they have set it up and
where in the UK it is. This gives people an understanding of what they do and
why they do it. It also lists all the work they have done and some are very
popular (e.g. Channel 4) so then people can see that their productions range
from different media channels, with some being popular and some not as
popular. They have used a white background so the writing stands out on the
website and makes it easy to read for people and the font is quite bold and
quite rounded so it makes it easy to read too.
9Creative Media Production 2012
Case Study: Roaring Girl Productions
10. Impact:
The whole idea of this production is to create fresh portrayals of disabled people and how people perceive
them when it comes to working in the media. A lot of people don’t get the opportunity to work in such a
busy and hectic sector and not many people who are disabled are seen not able to work in these
conditions so having this production helps people who are disabled to have this chance and to progress
with something that they have dreamed of doing. It’s about letting people who are disabled have their
chance to achieve something and to change the opinion of the public who think that disabled people don’t
get this chance or able to do it. They have done a range of different productions for different channels
which is something that has impacted their life. The work they create is award winning which is presented
to different audiences around the world which already makes it a big impact because it’s something that
isn’t just based in the UK and it reaches out to different people around the world which is a really big thing,
especially for the people who are involved with the production. They made ‘The Real Helen Keller’ with
Ann Pugh and Redweather Productions which was made for Channel 4 and this is a popular channel over
in the UK so it’s something that will have been watched by a number of people. They did a short film called
Nectar and this won prizes across the board at Milan’s International Cinema and Video Festival of the
Deaf. This automatically has made an impact because it has won an award which is something that will
make a difference for the production team. They did a performance called Bedding Out and it was a live
performance and it toured the UK while raising awareness of the on-going welfare benefit reforms. All the
themes they do include identity, resistance, survival and underscoring everything. They are universal
themes and the characters in their work are searching for a place in the world. You can also buy their films
or hire them so many people can help create awareness of the group by hiring their films and buying them.
They want to spread awareness of disabled people working in the media and with them winning awards
and performing around the world helps create that awareness and it also gets other people involved which
makes a huge impact on the production team and it’s audiences.
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Case Study: Roaring Girl Productions
