This document summarizes case studies for three campaigns: NSPCC, This Girl Can, and Stonewall. The NSPCC case study aims to raise awareness of child abuse and stop it. Techniques used in posters include bold headlines and images of upset children. The campaign had a goal of making 5 million children safer by 2021. The This Girl Can campaign aims to change attitudes towards women's strength and empower women. Poster techniques include clear font and an image of a working out woman. The campaign has successfully increased women's participation in exercise. The Stonewall campaign aims to create media access for LGBT groups and change attitudes by discouraging the use of "gay" as an insult. Post

1. Social Action and Community
Media
Existing Product Research

2. Case Study: (NSPCC)
Purpose:
• To bring about global change
• To raise awareness
• To campaign
• To provide information
Aims:
The aim of this campaign is to
raise awareness to people about
child abuse and to make sure that
people stop abusing children.
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3. Techniques:
The bold headlines over each of the children's images
emphasises just how serious the problem is. Using the
white text against the dark black background further
grasps the audiences attention as well as it making it
clear and easy to read. Another point about the text is that
it is large and in capitals, this is to get the message
across, compared to the writing on the bottom of the
poster which forces people to pay more attention and look
a little closer to see how they can help. Furthermore the
images of the children looking upset and scared
continues to illustrate how badly the children are being
treated and how miserable and distressed they are which
will make audiences feel sorry for the children further
making them want to help out more. Towards the bottom
of the poster it contains the name of the organisation as
well as a way in which people can help if they would like
to donate. Due to the smaller size of the text on the way
to donate they placed it on a green box with white text in
order for audiences not to completely blindside it.
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Case Study: (NSPCC)

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
This campaign/ organisation said that it had 5 goals in order to make 5
million children safer. By 2021 it states that they want to make ‘5 million
children safer’
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Case Study: (campaign/organisation name)

5. Case Study: (This girl can)
Purpose:
• To change attitudes- This poster shows us
that its not only men that are strong and
can do anything but that women are just
as strong too. It exists to direct people to
change their attitudes to women being the
less strong ones in the world.
• To raise awareness- It aims to raise
awareness to women not to hold back just
because of their gender and let them
know that they can do anything they set
their mind too.
• To create access to media production for
non-traditional groups- They also aim to
do this due to the fact that the overall
campaign is about all types of women as
women can be seen as the less dominant/
powerful ones in society, especially in the
eyes of the media.
• To challenge dominant representations
and agendas- This campaign attempts to
challenge dominant representations of
men being the more prominent ones in
society and wants people to challenge this
and discover that this isn’t necessarily the
case.
• To create or strengthen community ties-
Finally it wants to bring the female
community together to make them
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6. Case Study: (This girl can)
Aims:
The aim of this poster is to grasp
females attention to challenge them to
try new things that they might not have
thought of doing before. It influences
women to challenge themselves and
become as strong and powerful as they
can be.
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7. Techniques:
The font on this poster is clear and concise just like the
campaign itself (the campaign being that it wants all
women to believe that they have the potential to do
anything that they set their minds too) so that the viewer
doesn't get bored of reading a lot of information. Also
within the poster it includes the campaign logo which is in
a smaller font compared to the ‘Hot and not bothered’ text.
This is the technique of visual hierarchy as firstly it wants
people to see the slogan for the poster and fro them to
next look at the logo so they can see what kind of
organisation it relates to. The image background of the
poster also fits well with the strapline as it shows a picture
of a woman working out and putting as much effort in as
she possibly can to prove to people that she is strong and
powerful and can do anything she wants as well as
showing them that they can be like her too.
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Case Study: (This girl can)

8. Impact:
This specific campaign has so far had a very successful impact. As you can see
from the image below over 2.8 million women from the ages of 14-40 have become
more active due to this specific programme with the gender gap between men and
women exercising regularly falling from 1.78 million to 1.73 million in only a short
amount of time. It also states that 1.6 million more women have started to exercise
after hearing about this campaign, the campaign itself is now so popular that it has
been spoken about in 110 different countries all around the world. Finally there are
over 8000 supporters for this campaign ranging from the FA to smaller more local
sports club. However even though they have had all of this recent success they
are still continuing with heir campaign. The next stage within their campaign is that
Sport England will be working closely with a handful of different sporting bodies to
continue to drive participation. They state that a continued emphasis on insight will
allow the campaign to place a greater focus on individual sports that are
successfully engaging more and more women.
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Case Study: (campaign/organisation name)

9. Case Study: (Stonewall)
Purpose:
• Creating access to media production for non-
traditional groups- This campaign aims to do this
as many people from the LGBT community are
overshadowed in the media due to the fact that
they aren’t a part of the ‘mainstream’ or
‘stereotypical’ persons society. This campaign
challenges that and thinks that anyone of the
LGBT community is just as normal as everybody
else.
• To change attitudes – Another point is that within
the poster it is saying that people should stop
using the term ‘Gay’ as an insult to people and
to change their attitudes towards their perception
of LGBT people and instead change their
attitudes so that they understand it should not be
used as an insult because it is not a bad thing to
be gay.
• To raise awareness- It also aims to raise
awareness of how many people still are
homophobic and still don’t accept the gay
community as a part of the ‘normal society’ its
aim is to change this and to get people to stop
being homophobic.
• To challenge dominant representations and
agendas-
• To change voting behaviour- Finally they aim to
change voting behaviour as they want LGBT
people to have the same amount of rights as
everybody else does.
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10. Case Study: (Stonewall)
Aims:
The aim of their campaign is to
reassure that all gay, lesbian, bi
and trans people are not alone.
They believe that we’re stronger
united and partner with
organisations that help create real
change for the better.
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11. Techniques:
The font on the poster is strong and bold against a relatively
plain background to signify its importance. There is also
prominent visual hierarchy as it draws viewers attention to
the biggest font (That’s so gay) first before they look in
slightly more depth at the smaller fonts. The red writing
further grasps viewers attention as it is a bright colour as well
as it being the same colour as the stonewall logo.
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Case Study: (Stonewall)

12. Impact: Evidence of any change being brought about through projects
using words and or graphics.
This campaign/ organisation said that it had 5 goals in order to make 5
million children safer. By 2021 it states that they want to make ‘5 million
children safer’
12Creative Media Production 2012
Case Study: (campaign/organisation name)