This document discusses case studies of advertisements created by advocacy groups Moms Demand Action, Greenpeace, and WWF. The Moms Demand Action advertisement comments on gun safety laws in America following the Sandy Hook shooting. Greenpeace criticizes an oil spill by BP to raise awareness about oil companies' environmental impact. WWF uses the metaphor of a melting ice cream cone to represent global warming and grab attention. All three groups aim to campaign for issues, raise awareness, and potentially influence policy through visual advertisements that utilize simple, direct techniques to communicate their messages effectively. While policy changes have been slow, these advocacy groups have been successful at bringing important issues to the public sphere and pressuring governments on topics like gun

1. Social Action and Community
Media
Existing Product Research

2. Case Study: Moms Demand Action
Purpose:
To campaign.
This advertisement is intended to bring about
international and possibly even global change.
To change attitudes.
To raise awareness.
To challenge dominant representations and agendas.
To provide information.
To change voting behaviour.
Aims:
This advertisement was created by the non-profit
firearms safety group ‘Moms Demand Action for Gun
Sense in America.’
The group was founded in 2012, December 15th
following the mass shooting, Sandy Hook.
The advertisement comments on the fact that in
America the children’s story ‘Little Red Riding Hood’
is banned in to protect children while guns as a mass
consumer product isn’t.
This posters main aim to help promote conversations,
debate and better regulations to ensure better gun
safety. This was an almost direct response to the
Sandyhook shootings and works to try and move the
government to enforce stronger gun control laws.
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3. Techniques:
The image first uses a strong and aesthetically threatening image that would
strike cords with the viewer. This image is particularly effective for the target
audience: mothers and parents. By showing young girls it creates a deception
of the classic idea of innocence by placing a weapon, a gun in one of the
children’s hands.
Simplistic text and font styles are used to make the image both easy to
understand of the first viewing and making the information provided striking and
interesting.
The text almost provides a threating and simple message. There is no debate
and no room for arguments about what the message means and why is exists.
The use of colour compliments this idea as the plain white presses the sense
of ‘no debate’ and the red used following this looks aggressive and threatening.
There is, in the lower part of the image, more text that provides more context to
the meaning behind the image.
Finally the colour corrections made to the image itself shows the normally
friendly school setting to instead seem dark and foreboding in line with the
horrific scenario of a mass shooting.
3Creative Media Production 2012
Case Study: Moms Demand Action

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
While little change has actually been implemented by the US government
to change or reinforce gun law in response to many of the shootings that
have occurred over recent years, these kind of advertisements, campaigns
and similar protests have helped to press new agenda onto countries, the
USA included and has helped raise awareness about this particularly
difficult topic and bring it to congress multiple.
While changes may have not been made just yet, it is widely viewed as an
inevitable change of the law to ensure the protection of everyone. For
example, campaigns such as this and political helped to reinforce and
change guns laws in Australia and since there have been no mass
shootings of any kind within the country.
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Case Study: Moms Demand Action

5. Case Study: Greenpeace
Purpose:
To campaign.
To bring about local, national and international
change.
To raise awareness.
To provide entertainment.
To build a relationship with the subject.
Aims:
This poster clearly attempts to visualise the
damage that oil companies can do to the
planet specifically making a comment on the
oil spill made by the company BP.
The information provided to the left of the
image directly comments and scrutinizes the
occurrences of oil spills and possibly even our
response.
Geenpeace, the creator of this campaign
advertisement has long been a strong voice
against large oil companies and the risk that
they cause natural habitats both in and
around large bodies of water. This is just one
example of their extensive campaign
advertisements that scrutinise and hold the
large oil companies accountable.
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6. Techniques:
This photograph breaks down the tragedy into a very
simple and digestible format. This photograph also, in its
use of human thumbprints being used to show and
represent the oil spill helps to illustrate who’s blame it is
for the events that took place and the damage that was
done.
The theming of the image creates the impression and
reinforces the fact that pollution and the great damage
that it does is man made as the finger prints invade an
otherwise beautiful picture and the notation is placed on a
piece of printed paper that shows the intervention of
mankind within nature.
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Case Study: Greenpeace

7. Impact: The impact that Geenpeace as a
large group has had globally is immense.
The campaigns that they have not just
effected the way that we view legislation
involving oil and fossil fuels but in all areas
that could potentially effect our planets
environment. In regards to the BP Deep
Horizon oil spill in 2010, the video footage of
Geenpeace workers helping to clean up the
black mess left behind and rescue animals
helped to raise thousands of dollars as well
as to raise awareness and draw in more
volunteers.
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Case Study: Greenpeace

8. Case Study: WWF
Purpose:
The WWF is a environmental protection group that places
most of its focus on raising awareness for environmental
protection campaigns.
Most of it’s revenue comes from adoption fees for
endangered animals such as snow leopards an tigers.
This particular campaign ad illustrates the issue of global
warming and grabs the viewers attention by using the ice
cream cone to illustrate the issue in an almost comedic
way but also to effectively show the viewer the dangers of
global warming in a concise and easy to digest manner.
Aims:
The aim of this ad is clearly to illustrate to issue at hand
and to raise awareness for the difficult topic of global
warming and to hopefully make people want to change
their lifestyles for the better to help protect our world.
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9. Techniques:
This poster makes use of a varied degree of techniques in
order to help make an informative, emotive and
interesting poster in order to grab a persons attention.
The use of text in minimal as the image used is intended
to provide the main point for the viewer to take in.
In order to visually represent the issue of global warming
the poster shows earth as a melting ice cream cone to
use what is commonly a childish image now with a more
serious connotation.
This play on the traditional aspects of a campaign allows
it to stand out from other similar campaigns and therefore
have a stronger and more meaningful impact on those
who view it.
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Case Study: WWF

10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
There is no direct evidence that this poster had a strong or dramatic
impact on the fight against climate change, however it was one of the most
recognisable posters ever created by the non-profit organisation WWF and
as an organisation they have helped to protect, preserve and prevent the
destruction of countless nature reserves and famous places around the
world.
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Case Study: WWF

11. Impact: The image to the
right has been taken directly
from the WWF website and it
argues for the success of
conservation in the bid to
help prevent extinction of
species and the protection of
our worlds natural
ecosystem.
The poster shown before
may not have a direct impact
on change but through
campaigns such as this
people’s awareness of the
problem is made greater and
so greater change can be
implemented.
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Case Study: WWF