The document provides information on several campaigns run by different organizations. It discusses the purposes, aims, and techniques used in campaigns by Shelter, Barnardos, and the Child Health Foundation. For each campaign, the document examines the visual elements like photography, fonts, and color schemes used in promotional materials. It also provides examples of impacts and changes achieved through the campaigns, such as new policies influenced by Barnardos and people helped by Shelter's work.

1. Social Action and Community
Media
Existing Product Research
Charlotte Shaw

2. Case Study: Shelter
Purpose:
To campaign
To provide information
Aims:
The aims of this campaign is to raise
awareness of the this issue arising in todays
society, especially with the recession and the
current climate, which is relatable to many
people in todays society, and so along with
this it coincides with the issues of debt which
people are faced with. Some of slogans used
to really catch to eye of the reader include;
‘but where will we live?’ this is a good clear
message which gets the information across in
a clear manner as this could happen to
anyone down to there job or living
accommodation.
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3. Techniques:
(You may want to use more than one slide to discuss the
techniques used)
To grab the attention of the reader the colours used are
muted and toned down to reflect the mood which this
represents and the sadness that homelessness causes.
However to contrast this a red font has been added which
have effectively been used to grab the readers
attention, in bold capital letters and in a clear font that can
seen from a far. The rhetorical question added also really
hits home this message and the devastation it
causes, questioning the reader. The photograph used in
this poster also complements to general look of the
poster, using a close up shot and at direct eye level with
reader it catches there eye and capture’s the emotion
behind the image by the expression and the emphasis on
the eyes. As well as the font the smaller detailed
information stating ‘ losing your job doesn’t have to mean
losing your home. We can help’ which is added for impact
also representing a sense of community.
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Case Study: (campaign/organisation name)

4. Impact: Evidence of any change being
brought about through projects using words
and or graphics.
When looking into more detail of the work
that this company has made here are some
of the changes that they have made
throughout the years.
• We convinced the Government to provide guidance to all local
authorities on how to tackle rogue landlords.
• We persuaded the Housing Minister to set up a rogue landlord
taskforce, invest £1.8m to deal with ‘beds in sheds’, and ensure there
is no limit to fines imposed on rogue landlords.
• We persuaded the Government that more new homes need to be
built: they launched a new £400 million ‘Get Britain Building’
investment fund.
• We named and shamed rogue landlords and we’re working hard to
help protect private tenants from poor housing conditions.
• We’ve won greater protection for tenants who face eviction without
warning when their landlord’s property is repossessed.
• We helped save 194,000 people from the danger of losing their
home by getting a Government U-turn on cuts to housing support.
• Around 100,000 homeowners struggling to pay off mortgage arrears
now have access to vital funds to prevent their homes being
repossessed.
• Millions of people who rent their homes now have their deposit
protected, thanks to Shelter’s campaigning.
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Case Study: (campaign/organisation name)
http://england.shelter.org.uk/campaigns/making_change_happen

5. Case Study: Barnardos
Purpose:
To campaign
To bring about local, national or global change
To build relationships with the subject
Aims:
the aim of this campaign is to bring to the attention this
issue in todays society, and so there is one main reason
and that is to improve the life of children in todays
society, and effectively doing so by including the call
now number. This campaign is also a way of raising
awareness of this issue that is sadly now becoming
more common, because when researching into this, via
the Barnardos website the reports they have carried out
show; ‘The lives of 3.8 million children in the UK -
one in three are blighted by poverty. This report is
based on interviews with over 40 families with
whom Barnardo's works.’ showing the scale a
proportion of this problem. Other research shows;
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The housing crisis in numbers
1.4 million children in England live in bad housing. [3]
In 2008/09, 654,000 households in England were overcrowded. [4]
In 2009 the number of repossessions rose to 48,000 from 25,900 in 2007, and it is predicted that repossessions will remain high in the coming
years. [5]
7.4 million homes in England fail to meet the Government's Decent Homes Standard. [6]
The UK is now more polarised by housing wealth than at any time since the Victorian era.
In 2009/10, more than 62,000 households were found to be homeless by local authorities. [7]
At the end of September 2010, 49,000 households were living in temporary accommodation arranged by local authorities. Just over 38,000 of these
households had dependent children. [8]
http://england.shelter.org.uk/campaigns/why_we_campaign/the_housing_crisis

6. Techniques:
(You may want to use more than one slide to discuss the
techniques used) the photography used helps to grab the
attention of the reader, and creating emotion in the reader
with direct eye contact with the reader. the lighting also
has specific emphasis on the child’s face to make her look
vulnerable and lonely with bleak surroundings, which is
emphasized by the light on the child’s face which is
heavily highlighted. The words ‘change a child’s life now’
is simple and straight to the point. This text is also in
capital letters with a bold fold which also helps to grab the
attention of the reader. The logo that they use on many of
there promotional material, leaflets, websites and freebies
is also clearly visible for campaigning and can be easily
recognized by the reader when aware of the work that
they do. The colour scheme for this advertising campaign
is black and white which is simple and easy to
understand, and connotes the sadness, pain and
hardship which then relates back to the story behind this
poster.
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Case Study: Barnardos

7. Impact: Evidence of any change being brought
about through projects using words and or graphics.
From looking more closely into the work that Barnado’s
do, you can clearly she the changes made through the
year and how far there campaign as come, and this
shows it;
Across the UK
Our Cut them free campaign has also achieved:
Nearly 1800 people took action to get their Police and Crime
Commissioners (PCCs) to pledge, if elected to support our campaign. This
means that of 41 newly elected commissioners, 23 are committed to
tacking child sexual exploitation.
13,000 campaigners supported our work which saw 107 Councils in
England sign up to do everything they can to tackle child sexual
exploitation.
Over 3,000 people signed Barnardo’s Scotland petition on child sexual
exploitation. As a result, the Minister for Children and Young People has
made a series of important commitments to take action on child sexual
exploitation, including updating the 2010 National Child Protection
Guidelines and commissioning research into the nature and scale of the
CSE in Scotland.
Campaigners in Northern Ireland seem likely to secure child sexual
exploitation as a priority of the Safeguarding Board.
In Wales, policies on child sexual exploitation were so advanced that
campaigners have simply needed to encourage the other nations to catch
up! 7Creative Media Production 2012
Case Study: (campaign/organisation name)
Which helps to show
the positive progress
which has been
made, in changing the
lives for these
children, and with the
generous support
from the public more
things can be
changed to.
http://www.barnardos.org.uk/get_involved/campaign/campaign_success_stories.htm

8. Case Study: Child Health Foundation
Purpose:
To campaign
To build relationships with the subject
To bring about global change
Stop smoking
Aims:
The aim of this is to initially stop smoking. This is a campaign which adds an element of shock into there
advertising you strong hard hitting language ‘children of parent who smoke, get to heaven earlier’ making
it relatable to anyone with a family.
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9. Techniques:
(You may want to use more than one slide to
discuss the techniques used)
The editing to this image has been cleverly used
to create a smoke like halo over the child's
head, showing innocence and incorporating the
image with the message. The text for this
campaign is a simple sans serif font, the fact that
is in a small font really draws the reader in to the
page, the lighting has been focused onto the
child in a stark white to strongly portray the
child’s innocents. The fact the child is wearing
pink and floral reflects her childish nature, and is
stereotypical of that age group. The logo is
clearly visible shown at the bottom right of the
poster, which makes it recognisable as a reader.
The background to the poster is a dull colour
which supports the fact that this is a dull
campaign, and emphasising her loneliness.
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Case Study: Child’s Health Foundation

10. Impact: Evidence of any change being brought about through projects
using words and or graphics.
The impact that this will have on the reader is massive, as it has a way of hitting
home this important message. From this message some people might feel; Why
people still continue to smoke when they know is going to effect children? Children
seen as innocent in society its sad to think, and in there young age no one wants
this? And is formatted into a way which is short, to the point and abrupt.
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Case Study: Child’s Health Foundation
And so from there website I now have more of an understanding into what they do and the projects that they are involved
with; Our mission is "to save the greatest number of children's lives at the lowest possible cost." We accomplish this through our
unique network of health professionals and organizations committed to improving health policies and practices. We operate as an
independent agent of change, seeking and promoting more effective, easily-delivered and less-expensive methods to prevent illness
and death of children, such as oral rehydration therapy to prevent dehydration, immunizations, and breastfeeding.How We're Making
a Lasting Difference Research... We plan and support clinical research to develop new health care technologies for children affected
by disease or disaster, and disseminate and implement proven, effective results through our network worldwide. Professional
Medical Education and Outreach... We promote the transfer of medically effective, scientifically sound, low-cost technologies and the
sharing of knowledge among health practitioners and policy makers in the U.S. and in developing countries. Public Education and
Outreach... We educate families and communities through culturally-appropriate public education and outreach programs.
http://www.childhealthfoundation.org/about.htm

11. When comparing the two it is important to look at the
similarities and the differences between the two advertising
campaigns which use a similar strategy by including children in
their advertising. As it is an effective way of engaging the
reader, other similarities include the layout of the posters
which involve the text to the right of the page and the image to
the left, capturing the innocence of the child especially with the
lighting across the face of the children to focus in on the detail
and expression of these children, which seems to follow in
many child’s advertising campaign’s. As well as this they all
include the logo of the companies this makes these campaigns
more recognisable to a viewer. The only real difference is in
the text used which have used different strategies to get
across there message, in either large bold font, or in a smaller
font which takes up less room but seems to emotive because
of the image which is the main focus. Overall I feel that in
terms of impact I feel that the second advert for child’s health
foundation works is more of an effective advert at getting
across this message because of the clever use of editing to
the image and the key simplistic sentence that is used but still
gets noticed and the message across.
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Case Study: Comparison Between Child’s Health
Foundation And Barnado’s

12. 12
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Case Study: Comparison
Between Shelter And Frank

13. When comparing the both ‘shelter’ a charity supporting homelessness and ‘frank’ which
supports drug abuse, there websites share a number of different similarities and differences of
which include the links to social media and other ways of contacting, which is important as a
way of connecting with others in the same situation as well as other organisations. The logo
can be clearly seen of the company at the top left of the page, each of these webpages have a
distinct style to them, in the layout, text and images used, which makes it look professional and
high quality as well as being recognisable to the reader linking in well with their other
promotional material such as posters and leaflets which work well as an advertising campaign .
They also have a specific colour scheme to them, in terms of colours I feel that the shelter
webpage is more eye-catching and appealing using a red and white colours, the tags/titles
specifically in a red font which helps to split up the sections more making it easier to read,
where as the franks webpage is a lot more dull in a black and white colour scheme with more
emphasis on other elements of page such as the text and graphics. Another difference is to
the amount of content on the homepages of these charities, as there is a noticeable difference
between shelter which has laid there content out using a lot more space and adding
photography where as the franks website only consists of text. shelter have included these
images to catch the eye of the reader and also helps to split the text up, adding specific
photographs that relates to the each piece of text which I feel works well at making it look more
visually appealing.
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Creative Media Production 2012
Case Study: Comparison
Between Shelter And Frank

14. 14
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Case Study: Comparison Between
Shelter’s Different Advertising Material
Continuing on from my analysis of the webpages, when
analysing there other forms of advertising such as the
adverts you can see the similarities and how they had tied
both products together, some of these similarities include;
• Colour Schemes- red, white and black which are all
contempary and professional colours. Red which
catches the eye as titling of the different sections to the
page and the white is used as a clear and simplistic
background that works well with a lot of content and
moving imagery to the page which is the main focus,
and the text is mainly in black as it fits in well the rest of
the style, and is commonly known as a text colour used
on a regular basis.
• Fonts- in terms of the text a sans serif is used making it
easy to read for all ages, and to highlight key areas a
bold font is used to highlight specific areas, that are of
the most importance.
• Language- the text written has been formatted in a
formal way that can be read easily and clearly the key
area to both of the promotional material is the element
of volunteering and donating which is clearly shown as
it is the main purpose to most charity work; websites
and numbers.