The Smokefree NHS campaign aims to convince people to quit smoking and help those trying to quit through various techniques including their website, quit kits sent in the mail, social media presence, and television advertisements. The campaign's goals are to change attitudes towards smoking, raise awareness of health risks, and reduce smoking-related healthcare costs. Talk to Frank aims to raise awareness of drug effects and change attitudes around peer pressure to use drugs. They provide information through social media videos with over 1 million views, television advertisements, and a contact line for support. The goal is to reduce drug use in the UK. The Salvation Army aims to help the homeless and those in poverty through religious indoctrination, charity shops,

1. Social Action and Community
Media
Existing Product Research

2. Case Study: Smokefree NHS
2Creative Media Production 2012
Background: Smokefree is a
campaign by the National Health
Service to convince people to quit
smoking and to help people who are
trying to quit. It is a well known
campaign that has helped many
people quit smoking in the UK.
Purpose: I would identify the
primary purposes of Smokefree
NHS is to bring about national
change to the attitudes towards
smoking, to raise awareness of the
health implications of smoking and
to build relationships with subjects
who are trying to quit.
Aims: To save money in the NHS
by stopping people from smoking
meaning that there are less smoking
related health issues each year.
The purposes that can be applied to smoke
free are:
• To bring about local, national or global
change
• To change attitudes
• To raise awareness
• To provide information
• To campaign
• To build relationships with subjects

3. 3Creative Media Production 2012
Case Study: Smokefree NHS
Techniques:
Online: Smokefree have a good website
that helps people learn about why they
should quit smoking.
Quit Kit: Quit Kit is a kit that Public
Health England send out in the post for
people who have signed up online to
Smokefree.
Social Media: Smokefree is very active
on social media such as Facebook,
Twitter and YouTube. They use video
advertisements on YouTube to try and
persuade more people to quite.
TV: Smokefree also use a lot of video
adverts on TV. These are often quite
morbid and show the real health effects
associated with smoking.

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
4Creative Media Production 2012
Case Study: Smokefree NHS

5. Case Study: Talk To Frank
5
Background: Talk To Frank is a drug
awareness campaign in the UK. They
provide extensive information into the
effects of all kinds of drugs from
stimulants to legal highs. They
primarily use TV and social media
such as Facebook and Youtube to
connect with their audience.
Purpose: The purpose of this
campaign is to raise awareness of the
effects of drugs and to change
attitudes of people that feel pressured
into taking drugs. Talk To Frank also
offer ‘contact Frank’ which offers
support to drug users including a live
chat and a 24 hour advice line.
Aims: The aim is to reduce the
amount of illegal drugs that are being
sold and used in the UK.
The purposes that can be applied to Talk To
Frank are:
• To bring about local, national or global
change
• To raise awareness
• To create access to media production for
non-traditional groups
• To challenge dominant representations and
agendas
• To provide information
• To infiltrate mainstream media
• To build relationships with subjects

6. 6Creative Media Production 2012
Case Study: Talk To Frank
Techniques:
Social Media: Talk To Frank are on all
forms of social media. On their Youtube
account, they have videos detailing the
effects that drugs have on your brain
and your body. They have over
1,000,000 views in total.
Advertisement: Talk To Frank run an
extensive advertisement campaign that
are often on at popular times of TV.
They are impactful and hard-hitting, and
often tug on the emotions of the
audience as well as raising the
awareness of particular drugs/legal
highs.
Promotion: Talk To Frank are often
promoting their call/chat line which
anyone can call and advises about the
effects of drugs and offers a support
network to quitting them.

7. Impact: Evidence of any change being brought about through projects
using words and or graphics.
7Creative Media Production 2012
Case Study: Talk To Frank

8. Case Study: Salvation Army Homelessness
8Creative Media Production 2012
Background: Salvation Army are a
Christian church and charity that do work
to help and prevent homelessness,
poverty and modern slavery.
Purpose: Their purpose is to help the
people that are in need or people at the
bottom of society that face daily struggles
of living. The people that our government
leaves out and doesn’t care about.
Their primary purposes outside of
homelessness are: “the advancement of
the Christian religion, of education, the
relief of poverty, and other charitable
objects beneficial to society or the
community of mankind as a whole.
Aims:
• To break the cycle of homelessness.
• To support people who have suffered
issues such as human trafficking,
domestic abuse or poverty.
• “Save souls, grow saints and serve
suffering humanity”
Purposes that can be applied to
Salvation Army are:
• To bring about local, national or global
change
• To change attitudes
• To create or strengthen community
• To campaign
• To change voting behavior
• To infiltrate mainstream media
• To build relationships with subjects

9. 9Creative Media Production 2012
Case Study: Salvation Army Homelessness
Techniques:
The religious side of things:
Above all else, The Salvation Army are a
church and religious organisation and so
indoctrinate the sheep incapable or unable
to think critically to join their cause. This is
how they have a membership of 1,150,666.
Charity work:
The Salvation army do lots of charity work
such as charity shops, operating shelters
for the homeless and disaster
relief/humanitarian aid to developing
countries.
Support networks:
Salvation Army offers help and support for
many victims of social issues. They provide
practical assistance and access to
psychological, medical and legal services
where needed.
Safehouses:
They offer a safe and supportive
environments for those in need to begin to
heal or recover.

10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
10Creative Media Production 2012
Case Study: Salvation Army Homelessness