This document summarizes a case study about a campaign by the University of Kent to promote careers in media for ethnic minority students. The purposes of the campaign are to bring about national change by increasing diversity in UK media, change attitudes about racial inequality in employment, raise awareness of the lack of representation of ethnic minorities in media jobs, and create more access and opportunities for non-traditional groups. The campaign aims to both inform ethnic minority students about career opportunities and educate non-ethnic groups about the inequality faced by ethnic minorities in media industries. Key techniques used in the campaign materials include using bold text to clearly communicate the purpose upfront and providing information and resources to build relationships with target audiences.

1. Social Action and Community
Media
Task 1 - Existing Product
Research
Patrick Gouldsbrough

2. Case Study: Greenpeace
Purpose:
•To bring about local, national and global change - some countries are more interested in
making the world more greener but on a whole, it’s a global issue that needs to be tackled by
everyone.
•To change attitudes – Many people have a very laid back approach when it comes to the
environment and this, along with others, aim to make people think about the consequences should
we fail to tackle the currently over-polluted world.
•To raise awareness – Before companies like Greenpeace and others were established, people
believed that there wasn’t such thing as global warming and polluting the earth would not cause
mass devastation. These posters help to spread the awareness, while showing people that
pollution is not made up, even if it means Greenpeace have to shows images depicting mass
devastation and the dying out of animals.
•To challenge dominant representations and agendas – While in this day and age, keeping the
planet green is more urgent and important as it used to be but some people still need to be
convinced and isn’t at the top of people and politicians agendas alike. Greenpeace still have to do
some work to convince people that this issue must be tackled or there will be mass consequence.
•To create or strengthen community ties – This will not apply to all communities but this and
other posters may help to persuade communities to take up an environmental initiative and
therefore, the purpose of this advert will have been fulfilled by communities.
•To provide information – The Greenpeace posters usually contain lots of information, due to the
amount of messages they want to convey to the consumers. Most campaigns won't just features
the aesthetic features, they will tend to feature copy that will in some way try and sway the
consumer to either be better or more aware.
•To campaign - As a campaign suggests, another purpose of a campaign is to campaign for
change and to bring about what the creator of that campaign wants, whether it’s a law or a piece
of legislation, there is usually some form of motive/initiative behind the campaign
•To infiltrate mainstream media – the work of companies like Greenpeace is non-stop and
extensive and is well received by the public but mainstream media coverage of the issue isn’t
really evident, it’s given the ‘brush it into the carpet and if we don’t report on it, it doesn't exist’
treatment. By Greenpeace keeping the topic of a greener society relevant, it’s got more of a
chance f becoming mainstream media and therefore, it may get covered by a bigger media
spectrum and this problem might have a bigger and better chance of been tackled.
•To build relationship with subjects - As I’ve mentioned in previous purpose points, consumers
are aware of the problem but further persuasion and evidence of a crisis is needed and this is
what Greenpeace do. They aim to bring about a better understanding of the global issue and help
the consumer build a relationship with it.
Aim
The aim of this campaign or mass of campaign
aims to make the consumer more aware about
global warming and pollution. This particular
advert (pictured above) tries to tell the consumer
about how it’s everyone's problem, not just a
select few, we must all be a part of this if we want
to tackle global warming as an issue. They do this
by linking a clear message with a striking image
that depicts a city on top of water which suggests
the icecaps have meted and it will soon be
submerged under the water, unless we act.

3. Techniques:
Green font – This shows the green initiative is in place and an active task, not an
out-dated one. Green connotes the Greenpeace company as well as having a
connotation of positive and therefore something consumers should listen to and
take note of. If this initiative is to succeed, we will have to be greener and due to
green been known as a clean colour, it has a connotation of a cleaner and a
reduced carbon footprint.
The outline of the animals nearer the bottom, where none of the distinct features
can be seen suggests they are more endangered and will continue to dissipate
in number if global warming progresses, either because they can’t adapt to the
water environment or maybe because it will have a lot more predators if the
world evolves into a more water based surrounding.
The blue colouring suggests the potential consequences that could face earth,
should we fail in our green initiative. Unlike other Greenpeace posters, which
help to show how we can do more to help the environment, this poster employs
borderline scaremonger tactics fort his poster. They may have decided that the
restrained posters were not getting through so had to send out a clear message
with clear consequences should we do nothing about our carbon footprint as a
whole.
Bold fonts help to emphasise a particular phrase or word that will either make
the consumer think, make the consumer emotive or make the consumer want to
do something about it. Greenpeace, on this particular poster, has decided to add
a bold effect to ‘inter-connected’ due to the fact that they are trying to suggest
that we are all in this process together and must ALL fix this issue together.
Case Study: Greenpeace

4. Impact:
Due to the fact that it’s so difficult to measure the success of each country and
scheme individually, it still remains to be seen that we are doing enough to stop
the increased deterioration of the ice caps and global warming. While greener
initiative are been put into place, such as the green bin which has the idea that
our green waste can rot down and make compost for the earth, making it more
greener than dumping it in the landfill sites round the globe.
Another impact that can been is the increased search for a replacement for all
the coal and oil that powers our homes with electricity. Generators that survive on
gas, waste and cars that run on electricity instead of fuel are just a few of the
ways that we are trying to cut down our carbon footprint around the world.
While we have managed to improve over the past few years, where it was
evident that many people didn’t know about the global warming issue and used
fuel and other resources plentifully and did not think of the consequences of
doing such a thing, we need to do more to cut down the world carbon emissions.
Things like extensive research into fuel alternatives, a crack down in recycling
and an increase on fines for countries who don’t meet these targets could be
sanctioned as solutions to this crisis.
The work of Greenpeace continues and the posters help to back up the initiatives
that they are coming up with, not only swaying the consumer though the use of
emotive language and imagery, they also put good point together in their copy
that accompanies this imagery.
As well as been one of the world leaders in a greener world, Greenpeace have
inspired other groups to step up their initiatives and ideas, while enabling the UN
to come up with the climate summit in New York in 20014, which involved many
ideas as to how we can tackle the crisis, while also attracting a bit of star power
in the form of Leonardo Dicaprio. By involving the film star, they are endorsing
the campaign and making it more accessible and interesting for a younger and
different demographic than they normally would attempt to target.
Case Study: Greenpeace

5. Case Study: NHS
Purpose:
•To bring about national change – While smoking in other countries is a problem and
needs tackling, this campaign is solely for the UK population, due to the producer of this
poster been the NHS, who are a UK service. This campaign, which is still on going, uses
a range of posters to try and get people who smoke to quit, which involves either
showing them how to, giving them initiative and in certain cases, shows the effects of
smoking over prolonged periods.
•To change attitudes – In modern times, there have been proper scientific risks in
smoking and the claim that smoking was good for you has been disproved, which sows
how attitudes have changed over the past 30/40 years. However, not everyone's
attitudes have changed and there are a select minority that haven’t changed their
attitude and believe smoking isn’t bad for them and then there are those that smoke
even after knowing the health risks. These posters will not cease until peoples attitudes
are changed and smoking is almost eradicated or a safer equivalent is found (e-
cigarettes haven’t been extensively tested as of yet so can’t be classed as a ‘safer
equivalent’)
•To raise awareness – Many people are aware of the risks of smoking but with more
scientific research been done to find more extensively the correlation between smoking
and cancer, there needs to be posters that can show this clearly, even if this involves
showing distressing images of people's insides (lungs). If this is what it takes to
communicate the message, that is what is necessary to raise the awareness needed for
this campaign.
•To provide information – Not only do these posters for the campaign provide health
information and statistics, they also provide website addresses, social media links and
phone numbers to allow consumers to get further help and advice on smoking, as well
as a support line, which is common on campaign posters.
•To campaign
•To build relationships with subject – While much of the information over the past few
years has stayed the same, due to smoking been linked to cancer and has continued to
be linked with it. However, the intensity of the posters and the campaign must be kept up
or the problem and issue of smoking may come back if we don’t remind the public about
the risks they face when smoking.
Aim
This campaign, that has been going on for some
considerable time now, aims to highlight the risks of
smoking and give smokers advice and help on how to
quit. Each poster has a different technique of making
the consumer think bout smoking; this one focuses on
the actual quitting, some focus on the health
implications and show a tar filled set of lungs, while
others use people that have already quit, which makes
the consumer believe that quitting smoking is a
realistic an achievable goal.

6. Case Study: NHS
Techniques:
The main draw of this poster and one that will sway the consumer to
quit smoking isn’t an aesthetic feature and doesn’t draw the attention
to the poster, instead, it’s the company logo emblazoned on the
poster. The NHS have not only campaigned for stop smoking, they
have also helped to find a correlation between smoking and cancer,
therefore, the trust in the NHS has increased since these posters have
been printed, which will give consumers an extra push to quit smoking.
As one of the most trusted services and corporations in the country,
the NHS has a sole duty to raise awareness and spread a clear
message, even if this means showing distressing images of tar
encrusted lungs
While this isn’t the most hard hitting or emotive poster the NHS have
produced, it fulfills it’s purpose and adds to the other posters that the
company have produced to aim to get consumers to stop smoking.
The poster uses every day images to try and show how you can give
up smoking, which suggests it’s simple to do this, while also
suggesting how common giving up smoking is. However, unlike some
of the posters, the purpose of this one is to inform and advertise to the
consumer, unlike the use of scare techniques to persuade and sway
the consumer like the techniques the NHS sometimes employ to get
their messages across.
The use of various textual features is also evident in this poster design
and add together to make this campaign a successful one. Firstly,
there is the use of contrasting colours; with the blue of the background
and the white of the font, these aesthetic features link together to
make the text more understandable and readable. As well as the
textual features, the NHS have employed the visual hierarchy theory to
this poster. They have included the tag-line, which is bigger than the
contact information and the extra information, due to it been more
important than these features.

7. Impact:
There has been a mass decline of smoking in the UK over
the past few decades. From 65% of the adult population in
1950 to just 20% in 2010; a massive leap over the years.
While there isn’t a direct correlation between the posters and
the decline, the extensive campaign, along with the scientific
links between smoking and cancer have had a monumental
impact on those statistics.
It’s been 7 years since the smoking ban came into effect in
England and while the NHS weren’t directly responsible for
getting rid of smoking in public places, it was because of their
campaign and other campaigns that they got this law pushed
through. Since this change, many people have quit smoking
and as the diagram shows on the left, the income of pubs
and taverns has gone up because non-smokers can now
enjoy bars that are not filled with smoke. While the diagram
depicts the US, the same effect can be seen in the UK, with
a lot f bars and pubs increasing in profits from 2007 (the start
of the smoking ban, 2005 in the US) and present day.
Case Study: NHS

8. Case Study: University of Kent
Purpose:
•To bring national change – This particular example is solely a national change,
due to the fact that racism in other countries is still evident, with many people from
ethnic groups aren’t allowed to be notable people, let alone in the media. However,
before this scheme became about, the UK’s media was run by a majority of white
producer, news readers and reporters, with a member of an ethnic group been tough
to find in any media team. This scheme aims to change the way we employ people in
other fields but mainly media and the arts.
•To change attitudes – Going back as recent as 1980, there was still a mass
apartheid between people of different ethnicity and white workers for jobs, with the
white worker getting the job. However, campaigns like this, as well as ones for racial
equality have helped to change attitudes of the public over the past 30 years.
•To raise awareness – When watching television, it might not become apparent who
reports the news or other media programmes, as long as they have skill and present
the programme clearly, you don’t really notice what ethnicity the person is. For this
reason, these campaigns help to raise awareness that this is an issue in the UK
media system and something must be done to change attitudes about this issue, as
well as making it apparent to people who watch TV; members of the public.
•To create access to media production for non-traditional groups – This is the
main point of producing the campaign and with very few groups doing this idea, it’s
even more important that the university of Kent and other universities are using this
initiative to try and get more of their ethnic minority students into media positions.
•Challenges dominant representations and agendas – Coming back to the idea of
discrimination and racism in the past, the UK is still not a racism free country (look at
football and other sports, as well as the videos you see on the news that depict social
inequality toward ethnic groups. This campaign targets the foundation of
employment, while teaching people from non ethnic minorities about the importance
of employment for these groups and the benefits to society.
•To provide information
•To campaign
•To infiltrate mainstream media – Not only are jobs low in the media for ethnic
minorities, the media coverage of the issue is not highly covered in the media either.
This campaign aims to get more individuals from these groups into work and
therefore, they may bring about a bit of diversity into the news and media rooms
around the country, which will then make the UK a more social and racially equal
society, unlike the way it is now and certainly how it was in the past.
•To build relationships with subjects – While we are educated about other cultures
and ethic minorities in this country, inequality is sometimes a taboo word and is a
subject that many don’t want to talk about. This and other campaigns aim to tackle
this stigma surrounding employment for these groups and helps to educate people
about employment figures, equal opportunities and these groups. It’s not only for
members of the public to learn, it’s for employees to look at and hopefully, with any
luck, employ people from these groups.
Aim
Not only does this campaign inform consumers about employment opportunities and
information about ethnic groups in media, it also educated non-ethnic group members to
learn about the inequality that the groups face in media and other industries. While
targeting solely ethnic minorities would be good in itself, tackling the stigma about such
inequality should be tackled too, which this campaign aims to break down and make it
very much equal in the media industry. Another aim of this campaign is to get this
information and campaign into mainstream media outlets which would then get their
message out, as well as allowing individuals from ethnic minorities getting hired through
this publicity. This may then lead to an increase in the coverage, due to there been
added variety to the media producer work because of the various cultures that would
then exist in these media companies news and media rooms.

9. Techniques:
The first thing you notice on the page when you click on the
campaign website is the big bold text that ‘Careers help for ethnic
minority students’ is written in. This is the most important piece of
information on the screen and the media producer knew this too,
due to the fact that it’s high up on the textual features and it’s one
of the most striking aesthetic features on the page. Also, with an
aim as clear and serious as getting ethnic minority individuals
better opportunities, you want to have a clear aim and a clear
message early on to inform people of what they are going to read
and research
As well as the textual features, you notice the colour scheme next.
With a pale and restrained blue, you would guess that this layout
isn’t going to stand out and isn't going to be very successful or
effective. However, due to the fact that this campaign is not trying
to gain profits, the colour schemes does not have to bright and it
doesn’t have to grab the consumers attention like a product on a
specific market would. The blue is a very calming and cooling
colour which suggests the media producer wants to clam the
consumers of this page and make them feel relaxed about
something like finding a job, which can be stressful, especially if
it’s proving difficult (which it was for ethnic minority groups in the
media in the past).
Instead of been aesthetically strong, the purpose of this web page
is to try and divulge as much information as possible to the
consumer of the page. This campaign aims to help, support,
advise, while educating all audiences about the lack of ethnic
minorities in work and I particular, in media. For this reason, the
layout can be busy, it doesn’t have to concentrate on looking
clutter free and sharp, it can have various page links and social
media addresses because it is trying to inform, not persuade or
sell.
Case Study: University of Kent

10. Case Study: Deaffest
Purpose:
•To bring national change – This particular campaign helps to make people who
are deaf and have other disabilities a more integral and included part of society. It
also proves that by bringing this event to the UK, a real change and step in the right
has been made to include these minorities into our society.
•To change attitudes – Along with the previous example where people’s perceptions
were that an apartheid should exist when hiring people for jobs is concerned. In the
same way, people with a disability were perceived to be different from other people
and were made to feel outsiders of societies. However, with schemes like these, it’s
showing how positivity can be found even when a disability has befallen an individual
and that they shouldn’t feel any less a part of the community and society compared
with other members of the public.
•To raise awareness – While people known that deafness is a problem and needs to
be combated, they don’t encounter these issues on a day to day basis, due to them
themselves not been affected by this disability. However, due to campaigns like this
one, it educates members of the public on the risks of deafness and how we can
change perceptions of it in the wider society and communities.
•To create access to media production for non-traditional groups – This is the
main purpose of creating this initiative in the first place. By showing that this minority
group is been covered, it could inspire similar groups to make campaigns and as a
result, it will change people’s perceptions of deaf people and hopefully make their
lives a little easier if people understand and know about this disability. Media has
always been known as a universal market and open to all and now that minorities are
getting involved, it shows how even a disability can’t stop some from enjoying media
and other areas.
•Challenges dominant representations and agendas – I think as a whole, our
society aren’t discriminatory to those with disabilities, however, like many things,
there is a select few that let down the masses and generate unnecessary friction and
hatred towards these and similar groups. However, due to this positive event, these
ideologies by a small group of society might be silenced, due to the overwhelming
support fro events like Deaffest.
•To provide information
•To campaign
•To build relationships with subjects – I think like any discrimination or hatred, it’s
generated by a minority group in itself and as for speaking about disabilities and
racism, it’s a conversational topic that is hard to speak about unless you have been
involved in such things. However, with events such as these, it’s breaking down the
perceptions and walls between members of the public and making it more acceptable
to speak about these things, and instead of them speaking negatively and awkwardly
about disabilities, people can speak of a positive things this organisation is doing to
raise awareness of deafness, which may lead to conversations about similar
disabilities and other conversational topics that many find ‘awkward’.
Aim
By informing the consumer about deafness in the UK and changing people’s
perceptions, these minorities are now more likely to be accepted in wider society and
instead of been discriminated against, they will be supported, due to members of the
public now been educated about issues surrounding deafness. However, even though
this campaign helps to raise awareness and shows how deaf people can still enjoy
leisure time, there must be even more of these initiatives and hopefully, these groups
can be further supported and hopefully get to a stage where there are an inundation of
sites and campaigns offering deaf people and people with disabilities, due to it been
difficult for them to acquire these opportunities. This stigma about not giving them equal
chances needs to be further broke down and even though this charity and others have
made good progress, more mist be done to change attitudes and ideologies of society
even more.

11. Impact:
During the past 30 years, it has become evident that the UK has become less
discriminatory and has become more equal in terms of opportunities for ethnic
minorities. Not only in media has the amount of ethnic group individuals been
evident, it’s been seen in many industries and continues to grow, due to the
immigration of people to the UK from other EU and non-EU countries.
For some, the campaign on the previous page helped, however, for others,
university is not an option and work must be found by their own accord. While
there are a large majority that these university and similar schemes help each
year, it can’t be proved to have helped, due to no official figures or statistics been
released as to how various ethnic minority individuals had acquired their job.
It must then be assumed that they had found the work by their own accord, with
the university scheme only helping a select few, due to the fact that university isn’t
for everyone and only those who can afford it go to it, others who have fled
countries of poverty will not have the option of university and the help of finding
employment through this campaign.
In terms of media, the amount of people who are becoming presenters,
correspondents and editors also come from an ethnic minority background. People
like Shiulie Ghosh, who worked with the BBC for 6 years, before moving on to
Channel Four is just one example of how the university of Kent has helped Shiulie
acquire a top job in the media, despite her getting a degree in law (this also shows
that the scheme is working because people don’t have to go into their field that
they graduated in).
Another example of where this campaign has worked is the one of Faisal Islam
who graduated City of London University and has gone on to be Economics
Correspondent for Channel Four News, Most universities have departments that
help ethnic minority students specially but these two universities in particular have
realised the importance to have individuals from these groups in the media and
have acted on it. While these two have become successful, it can’t be proved that
they went through that scheme but it does go to show that media is now becoming
more culturally aware and diverse when picking the strong candidates for jobs in
the industry.
Case Study: University of Kent

12. Case Study: Election campaigns
Purpose:
•To bring about national change – Restricted to just this country, UK political posters can help bring about
change in this country. While some political posters aim to make their own parties look positive, others aim to
negatively portray rival parties and point out the flaws in their manifestos (see the Gordon brown examples on
the left hand side which was created by the conservatives to try and show the negativity of Brown’s reign as
Prime Minister.
•Raises awareness – For those who aren’t interested in politics and only watch the live debates on television
and view the posters created by the political parties, these posters are all that will help you decide who
becomes the prime Minister of this country. This is why it is important for political parties to work on their
posters, but also ensure that they have a promotional tool for every audience, which will involve making
promotional tools for all mediums (television, print and more importantly in recent times, e-media)
•Changes attitudes – Even when a political party looks odds on favourites to clinch a landslide victory, the
media and posters can sway the consumer and make them alter their voting patterns. By outlining how much
of a good job (or in some cases, how bad another party have been at a specific thing) these posters can alter
a consumers mind and make them change their vote, which can be key to establishing the next Prime
Minister. Famous political posters have been said to win elections for certain leaders which I will elaborate on
in the impact section of this campaign analysis.
•Challenges dominant representations and agendas – If a certain party are odds on favourite or they are
seen to be the favourite to carry on ruling the country, these posters and campaigns can challenge these
ideologies and dominant representations and can return the election campaign to an equal race for Prime
Minister. However, if there is a clear favourite and they come up with equally successful promotional
campaigns, it will mostly transpire that the party that were favourite, would still be favourite. It’s when one
parties campaign is a lot stronger than the other when it’s tough to call the outcome of the election.
•Creates and strengthens community ties – An election can divide a lot of people but it can also bring
people together. Not always but occasionally, it can be assumed that people who live in the same area and
are therefore of a similar social class have similar habits, which may include political backing. Through this
idea, the backing of a certain political party can lead to improved ties in the community and if different people
back different political groups, there will be a togetherness of a bunch of groups but not a complete
communities togetherness.
•Provides information – This is a loose term of providing information, these posters are mainly used to poke
fun and have a cheap jibe at rival political parties. Useful information, apart from the statistic or tag-line the
poster has included on it is minimal and the layout is usually restrained and clear, due to them traditionally
been put on billboards, public transport and magazines.
•To campaign
•Change voting behaviour – Like I stated in the changes attitude section, a political campaign poster can
make or break an election campaign and ha a monumental impact on the direct result of the publics voting
behaviour.
•Builds relationship with subjects – For people who understand politics and are up to date on current
affairs, these campaign posters are nothing but propaganda but to people who do not, these posters inform
consumers about political ideas and can change peoples beliefs and ideas and like media producers can,
change peoples votes and increase consumers understanding on political matters.
Aim
The main aim for political posters is to try and change voting behaviour
amongst the general public, either by putting your manifesto into a positive
tag-line or to make your opponent parties look negative to the consumers.
While it can’t be proved, political posters and other promotional materials
can directly impact the voters, they are a big part of each parties election
campaign and can certainly cause a lot of talk and sway people’s
ideologies and opinions.

13. Techniques:
Every single successful poster for political parties have one thing in
common; they all use bold fonts as one of their textual techniques. The
bold fonts help to draw attention to the main part of the poster, the tag-
line/manifesto promise from the leaders of those parties. While other
things like colour are relevant and do draw attention to the poster, it’s
the actual slogan that will sway the consumer more, due to the
traditionally controversial messages they sometimes convey.
The high contrast colours are another feature of political posters that
stand out. In particular, the Gordon Brown poster that features the black
font on the white background really uses the contrast colours as a main
feature of the poster. This is not only to make the slogan stand out, it’s
also to show that the tag-line is the main textual feature on the layout in
terms of visual hierarchy (the other textual feature on the page is a lot
smaller and is in a blue colouring which doesn’t stand out as much as
the black font face.
Along with these textual features, there must be a strong piece of
imagery accompanying it. Whether it’s a piece of serious imagery, like
in the David Cameron example, due to it been about reforms and cuts,
instead of another political party trying to mock another, like the Gordon
Brown example, which features the Labour leader with an equally
humorous face.
The last common feature of the political posters is the amount of
content on the initial layouts for the promotional tools. The use of a
slogan for the political party means that the consumer will read it, due to
it been a short piece, not a paragraph, as well as the fact that it also
means that the layout of the overall poster will be clear, concise an
therefore look professional. As the classic Conservative poster shows,
all you need is a clear message and a few words to succeed in an
election campaign; Winston Churchill triumphed against Clement Atlee
of labour in 1951. 13
Case Study: Election campaigns

14. Impact:
While posters are promotional tools and help to communicate a clear ideology or
message to the consumer, they can also sway people's views too, which therefore can
sway an election campaign and mean victory for the party who creates the best
promotional products and gets slated least in the media.
However, the success of a campaign can’ be solely pinned down to the posters, there
are a range of promotional features available for the political parties to use, though the
posters that bombard people’s lives on a daily basis have a huge impact on the result.
There is no way to measure the actual effectiveness and success of the posters in
separate election campaigns but usually, the political party who has failed to make a
series of posters and instead, has gone for a singular poster, is the one that doesn't
effectively communicate to the consumer and instead fails in the bid to become Prime
Minister (while this doesn't have a direct correlation, the evidence suggests this).
For example, the poster on the right that was created by the Conservative Party,
managed to sway the voters and change voting patterns among members of the public.
Before the election, Labour and Harold Wilson ha power at no.10 but this poster, along
with a powerful manifesto, led Margaret Thatcher and the Conservatives to victory over
James Callaghan of the Labour party. Many said this poster was the reason the
Conservative party won, while labour claimed that the Conservatives had altered the
photograph and enhanced the crowd to make it look bigger than it actually was.
Another example is the most recent 2010 general election campaign. Before the
election, current UK leader Gordon Brown wasn't favourite to carry on at number 10
and was instead ousted by Conservative leader David Cameron. While Brown and
Labour went with a positive message about themselves, Cameron and the
Conservatives created a series of posters that would alienate the current system of
governance by the Labour party, which would add together with the people’s views
about who should have power and resulted in a victory for Cameron. However, the
campaign took a worse turn for Brown when he was also beaten to send spot by the
Liberal Democrats and Nick Clegg; the man who would form a coalition with David
Cameron.
Case Study: Election campaigns