The document summarizes four case studies: 1) Save the Children raises awareness of poverty through ads and has helped over 157 million children globally. 2) Media Trust helps people break into media careers through training programs and has engaged over 600 industry volunteers. 3) The 1979 UK "Labour isn't working" poster criticized high unemployment under Labour and is believed to have contributed to the Conservatives winning the election that year. 4) An unnamed campaign used images of sick children to elicit sympathy and donations for charity.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: (Save The Children)
Purpose
They aim to bring around local, national or global
change, doing this through out the charity by talking
about the poverty in 3rd world countries. Within this ad
champagne they talk about children in these poverty
ridden countries and provide information about
statistics. They are raising awareness for these issues
by running adverts on mainstream media and having a
big social following. They aimed to change attitudes so
that people will think about their waste rather than be
frivolous. They have also build a relationship with the
subject within one of the adverts, this is where they
have mentioned a specific child and said what they
need to be saved and what may happen if they are not
helped, this can make people feel sorry for the child and
want to donate to save that child, it also makes the
campaign feel more personal. Water Aid has also tried
to infiltrate mainstream media through having lots of
articles written on them and also them to have been
featured within red nose day. The organisation has
raised awareness for themselves and helps lots of
people through campaigning.
Aims:
The aims of the charity is to raise money for 3rd world
countries so that they can afford to have basic human
needs.
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3. Techniques:
Some techniques that this particular campaign Save the Children
released, is they have shown an image of a crying baby this
makes people feel sorry for the child and are more likely to
donate to help the child, especially since it looks quite small and
sickly. Within the text it says the name of the child and what he is
sick from, this makes the campaign feel more personal towards
him and yet again uses sympathy to get the viewer to donate
money towards their charity. Most of their words are in white, this
is due to the image for the background being darker colours so
that the text will be readable. However there are some words
coloured yellow, this is so that they stand out against both the
background and the other text, these pieces of text are more
important or shocking for instance the sentence ‘He could die’ is
highlighted, this is a very shocking statement. The charities logo
is in the bottom right of the page, this means that it is separated
from the rest of the text, the logo is also white and red to stand
out against the background and the rest of the text. The same
colour scheme of the logo has been used within the sentence
‘No child is born to die’ on the words ‘Born to’ this makes them
stand out and draws the viewer to this sentence.
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Case Study: (Save The Children)

4. Impact:
In 2016 Save the Children reached more than 157 million children, including 56
million children directly and 683,000 children in the US (United States).
They helped protect 3.8 million children from harm, 85,000 of which are people
being from the US alone.
They also worked to give 36.2 million new-born children a good start in life,
reaching 14,000 from the US in their ’Healthy Choices’ program.
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Case Study: (Save The Children)

5. Case Study: (Media Trust)
Purpose
Media trust has created access to media production
for non-traditional groups, this is through using many
different events that can help people to join the media
industry, for instance they hold the ‘Transforming
Hidden Talent’ programme that supports 100 young
people, this helps them to build up their skills and work
experience so that they could get a media job easier.
The organisation also raised awareness of autism by
showing them working within media, this challenged
dominant representations and agendas and helped
to remove some of the stigma of people with
disabilities. They have also worked to create or
strengthen community ties by bringing awareness to
local issues, such as local food links. Media Trust is
quite a well known organisation within the media
community and has infiltrated mainstream media by
being featured on the BBC news. On their website they
also feature a page called ‘Success Stories’ these
feature stories on how people overcame issues by
getting help from the company, this builds relationships
with subjects.
Aims:
The aims of the charity is to help people to break into
the media industry, through teaching them skills that
they will need and connections that will help them to
join the industry. 5

6. Techniques:
Media Trust does not really create any campaigns, instead
they have celebrities or people within the media that almost
endorse their charity, and talk about it which helps them to
raise awareness. They mainly use their website for people
to find out about them, this websites colour scheme is blue
and white, this means that it is quite bright and colourful
which draws attention to them. Their website features many
pages that help people to know what the organisation is
about, such as ‘About us’, ‘Success stories’, ‘Our trainees’,
etc.
The organisation helps people to get into the media
industry through many different ways, some include
teaching them skills that are important towards the types of
jobs that they want, getting them work experience for that is
needed to get jobs within media, they also help the people
to build ties with people that work in the media industry
which will help them to have connections and find jobs
easier.
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Case Study: (Media Trust)

7. Impact:
Media Trust has helped over 1,000 young people in the years 2015-16 and include
a section on their website that shows the success stories of people that have
studied with them or received their help. They also reached over 9 million
individual viewers via the Community Channel on television. They engaged over
600 media industry volunteers in many different jobs, such as speakers, trainers,
mentors, film-mentors, digital advisors and strategy advisers.
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Case Study: (Media Trust)

8. Case Study: (Media Trust)
Purpose
This poster was put up in 1979 to change
voting behaviours. This is because at this time
Labour was the main political party and the
conservatives put it out to change attitudes
and raise awareness for issues within labour
and to campaign for their party. The poster also
infiltrated mainstream media when it had
multiple articles written about it. It is also made
to bring about local, national or global
change and challenging dominant
representations and agendas, this is because
Labour was the main party until they released
this poster.
Aims:
The campaign was created to make the public
think more about who they were voting for. Also
to make people vote for them not Labour.
8

9. Techniques:
Some techniques that are used within this
campaign is that they have the big tag line of
the poster at the top of the page and it is in bold
lettering. The poster is mainly black and white,
this draws attention to the few spots of colour
within the imagery of people queuing. The
image is of people queuing to get into an
‘unemployment office’ this is shown by the sign
saying it over some of the people, the queue
goes on for a long way across the screen. This
imagery insinuates that Labour is causing
unemployment, this also links to the main tag
line ‘Labour isn’t working’ as it both means that
they are not working in employment and that
they are not working in general. In the bottom
right corner it says ’Britain’s better off with the
conservatives’ this helps the viewer to know who
has created this poster.
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Case Study: (Labour isn’t working’

10. Impact:
The poster is commonly referred to the thing that helped conservatives win
against labour in 1979, this is due to the fact that the poster made people
think that labour was not helping employability which made people not
want to vote for them. That year conservatives got 13,697,923 votes
compared to labours 11,313,804 votes. They also got 339 seats whereas
labour got 269.
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Case Study: (Labour isn’t working)