This case study examines three social campaigns: 1) Drive Sober or Get Pulled Over aimed to decrease drunk driving in Michigan through awareness of consequences like arrest. Graphs show arrests decreased between 2011-2014. 2) Refuge highlighted the seriousness of domestic violence by depicting two female bodies under a sheet to symbolize the two women who die each week from domestic abuse in the UK. Data shows deaths decreased somewhat between 2000-2013. 3) A poster associated then-presidential candidate Barack Obama with "hope" through images of his face and the American flag colors, aiming to encourage his election despite not being an official campaign. Obama did win the 2008 election.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: DRIVE SOBER OR GET PULLED OVER
Purpose:
To raise awareness. This campaign raises awareness
about drink driving and the consequences of it, which
is being arrested. It also showing that drink driving
can be avoided by taking a taxi. It also gives
awareness that a taxi will cost a lot less than if you
get arrested for drunk driving.
To campaign. This campaigns against drink driving. It
is encouraging people to drive sober or this will lead
to them getting pulled over by police.
To bring about local change. This campaign was
created by the Michigan office of highway safety
planning so it is trying to change the amount of drink
driving in the that state.
To provide information. This campaign provides
information being it lets people knows what the
consequences are of drunk driving.
To change attitudes. This campaigns purpose is to
change attitudes because some people still think they
will be okay to drive but they won’t. Also enforces
people to think twice about getting in their car drunk
because it leads to being in a police car.
Aims:
To stop people drink driving and use a taxi service
instead. This is enforced by the ‘choose your ride’,
‘drive sober or get pulled over’ and the half taxi/half
police car design.
To make people aware that driving drunk will end up
in you being arrested, which will end up costing a lot
more than a taxi fare.
2Creative Media Production 2012

3. Techniques:
The design of this campaign is very interesting. One
technique that is noticeably visible is contrast. Half of
the car is a taxi and the other half is a police car. This
shows the audience that there are two choices when
you drink to either pay say $20 for a taxi or drink
drive, get arrested and end up paying thousands. The
background is white so the black text ‘been
drinking?choose your ride.’ stands out. The police car
is at the front of the car where as the taxi is at the
back of the care; I think this is symbolises that if the
drunk person gets into the front of the car (which is
behind the wheel’ they will end up getting arrested
and if you get into the back of a car (a taxi) you’ll be
okay. There is a nice design in the title of the picture,
featured on the left of the page. In the O of pulled over
,there is hand cuffs so there reinforced that you will
end up in hands cuffs if you drink and drive.
3Creative Media Production 2012
Case Study: (campaign/organisation name)

4. Impact: Evidence of any change being brought about through projects
using words and or graphics.
4Creative Media Production 2012
Case Study: (Drive sober or get pulled over )
This shows that the
number drink driving
arrests in Michigan have
decreased between 2011
and 2014.

5. Case Study: REFUGE
Purpose:
To raise awareness. This campaign raises awareness
about domestic violence. It raises awareness that
domestic violence can cause death because there are
two bodies lying with a sheet over them. It makes
people aware that a lot of women go through
domestic violence.
To campaign. This campaigns against domestic
violence.
To provide information. This campaign provides
information that domestic violence can lead to death.
To build relationships with subjects. This will teach
people that domestic violence is very serious because
it can end in death.
Aims:
To make people more aware that domestic abuse is
happening to women and two of those women lose
their lives to domestic violence each week. It aims to
show how serious domestic violence is because it can
kill.
To encourage women who are going though domestic
violence to get help or they could end up dying by
domestic violence.
5Creative Media Production 2012

6. Techniques:
The design of this campaign very powerful. Firstly it
has two women lying down but only their feet are
visible. There are tags featured on their feet and white
sheets placed over them so this infers that these two
women are dead because when you die you are sent
to a morgue and sometimes place a name tag on your
feet for identification.
The word ‘escape’ is saddening and powerful
because it is showing that victim has escaped from
the violence as a result of dying. However, the picture
is giving the message that women shouldn’t have to
be killed by domestic violence to escape from it.
Also the writing is pink , which is a feminine colour,
so this campaign is targeting women and refers to
this campaign being about the domestic violence of
women.
6Creative Media Production 2012
Case Study:Refuge

7. Impact: Evidence of any change being brought about through projects
using words and or graphics.
7Creative Media Production 2012
Case Study: (campaign/organisation name)
This graph shows the amount of
deaths of men and women by
domestic violence, by partner or
ex partner.
The graph is spreaded over 13
years of data so it is a good
source to use. It appears from
2000-01 to 2012-13, the number
of women dying has decreased
but across these years the
numbers have increased and
lowered and verse versa.
Male deaths have been featured
on the graph and the number of
deaths is lower than the number
of deaths of women from
domestic violence.

8. Case Study: REFUGE
Purpose:
To bring about national change. This a
poster to support the presidential campaign
of Barrack Obama. This poster brings about
change because he would be the first black
president to be elected.
To change voting behaviour. This is not an
official presidential campaign however it
could influence people to vote for Obama to
increase the hope of America.
To campaign. This poster supports the
presidential campaign of barrack.
Aims:
To encourage the election of barrack
Obama by associating him with hope.
8Creative Media Production 2012

9. Techniques:
The design of this campaign simple but effective. The
colours used in poster are colours in the American
flag giving more American imagery; at the time of
poster made, barrack obama was running for
president.
The poster is encouraging people to vote for obama
because it is associating him with the word ‘hope’.
Having hope is sign of positivity so the poster
appears to be showing that Obama will give amercica
hope which is positive.
The word ‘hope’ is in bold so it attracts attention to
that word on the poster.
9Creative Media Production 2012
Case Study:Refuge

10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
10Creative Media Production 2012
Case Study: (campaign/organisation name)
The poster itself didn’t have much
influence because it wasn’t an
official presidential campaign. The
poster was made by an artist called
Shepard Fairey,who made the
poster off his own accord.
However, the poster may of made
people want to vote obama. Obama
did ended up winning the
presidental election and stayed in
office from 2009-2017.