Social action evaluation

Social Action Evaluation
Ben Huyton

Are your finished pieces fit for their
intended purpose?
To kick my campaign off I decided to mock up 3 logos. I decided on the
name of it almost straight away with myself only considering Gamble
Acquaint as an alternative. I quickly decided to name my campaign
against gambling ‘Gamble Informed” due to advice from my peers and
tutors. I believe this worked very well and was very much fit for my
intended purpose.
My next job was to mock up logos for Gamble Informed. I created 3 in
very different styles with one looking very formal, another one
moderately formal and the final logo being informal. I immediately
ruled out my informal logo because it did not fit the purpose of trying
to stop problem gambling which is a very serious matter. This left me
with two logos to choose from and although I personally preferred the
top logo, everyone else that I asked preferred the middle logo which is
what i ended up going with. Looking back on it now I believe that this
was the right choice. I did however decide to create an alternative logo
which is the same but without the warning sign placed behind the text.
This version was made for more formal pieces of work which I will come
to later. My alternative logo can be seen below with the colors of the
logo being varied on each piece.

intended purpose?
After my logo was finalized I decided to create an infographic.
This piece of work would be suitable to put up in a dentist's or a
doctors, because of the fact that people are sat around waiting
so are therefore looking for something to read. In terms of my
color scheme I decided to use bright colors to make my poster
stand out. I straight away wanted to include yellow because I
personally believe that it is the best color to represent gambling
due to money etc. I then wanted two more colors that
contrasted well with yellow. I eventually decided on white for
my text and a sky blue for my background despite toying with
the idea of incorporating black and grey. I decided against the
latter because I felt that it looked dull and boring and wouldn’t
catch anybody's attention.
The one thing that I wanted to do from the very start was to
include the dice from one of my logo ideas into this poster
because I felt it very much fit with my intended purpose and
was something that I needed to fit in one way or another. I
wanted to create a slogan for my campaign and after research
on Google I came up with ‘The sure way of getting something
for nothing’ . This is something that I wanted to keep relevant
and I would try and include it where I felt necessary throughout
my campaign.

intended purpose?
For my infographic I wanted to include as much information
about gambling as possible to make people aware of the
growing problem. I decided to briefly over line the causes and
the effects that gambling can have as well as a quick line on
problem gambling. I felt that this line would have good
chemistry with my slogan so I decided to place it just under the
latter. Under this to form a pattern I decided to produce two
more blocks of information. Due to my brainstorm in my
planning I talked about how we (gamble informed) can stop this
issue as well as an overview of who we are and what we do.
To give the audience more information about us and to try and
further our reach, I placed links for all of our social media sites. I
decided that it would be best if Gamble Informed had each one
of Facebook, Twitter, Snapchat and Instagram to give us the
best chance of possible of our campaign being a success and to
raise awareness to people across the globe. I also deemed it
necessary to leave a link to our website as well as a contact
number. I fully believe that this poster is fit for my intended
purpose as it helps people in many different ways to either be
informed about the problem of gambling and to get help if it is
required.

Are your finished pieces for their intended
purpose? (Comparisons)
I took great inspiration from this professional
poster in many different ways. Although they
look completely different on final outcome, my
idea originally was to structure the writing like
they have. I decided against this however
because i wanted to be unique and different. This
was the first infographic that i saw on the
internet and i felt that it was very clever as it
talks about the signs and causes of a gambling
addiction as well as who they are, what they do
and how to treat such an issue. These are factors
that i wanted to include in mine as it gives the
audience further detail on the subject as well as
promoting their own campaign. On the
professional poster they also leave a link to their
website and give a contact number. This is
something that i felt was very necessary to
include in mine. Although i felt that this poster
looked very good i did feel that the color balance
was a bit drastic and i felt personally that i should
tone it down on mine. I believe that my
infographic would not look out of place next to
this one in a doctors or dentists.

intended purpose?
I then wanted to create a wacky poster which would be shown
in bus stations, train stations etc. This is a poster created with a
purpose to grab people's attention easily and to further widen
our reach as a campaign. Like I said previously I wanted to make
my slogan very relevant and to be a key part of my finished
pieces. In this poster I made this the focal point of the image to
help people attach it to who we are and what we are there for. I
decided to put it in bright yellow to again represent gambling as
a whole. I then wanted to place a number of rhetorical questions
in a slightly smaller font underneath this.
Originally I wanted to put 8 questions on there, but due to
advice from my peers and tutors they felt that I would turn it
into another infographic rather than a graphic poster which I
initially intended to make. As a result of this I cut it down to four
questions which I felt were the most suitable for my campaign. I
agreed to make these white to contrast against the yellow of the
slogan. To be creative I made a rotoscope of a roulette wheel for
my background. I personally believe that this fit with my
intended purpose as it very much represents gambling as
roulette is a major player in the gambling scene. The only thing
that I slightly regret looking on back on this poster is how small I
made my logo and that it was tucked away in the far corner. In
reality this probably should have been made a lot more
noticeable and would be something I would correct if I did
something similar to this in the future.

intended purpose? (Comparisons)
I took inspiration for this poster from gambling
helps poster. The professional campaign is well
know with their slogan ‘You’re stronger than you
think’ and they have made this the focus of the
image. This is something that i wanted to
incorporate in mine as i also like the idea of
putting the slogan at the top of the poster in big
bold writing. I also really liked the idea of the
casino as the background but as i wanted to
make mine unique and specific, i rotoscoped a
roulette table rather than a general casino scene.
On gambling helps poster i really liked the idea of
the black background to put more focus onto the
text. So i decided to darken the top of the image
to draw attention to my campaign's slogan. I took
inspiration from the professional work in terms of
the white writing. In my opinion white text is
basic and straight to the point and i felt that this
would look effective on my work. Overall i am
very satisfied with how this finished piece came
out and i fully believe that this stands well next to
the professional piece.

intended purpose?
I then decided to create an alternative or an additional
infographic for my campaign. I wanted to keep the base of
the poster similar to my first one in terms of the color
scheme. I decided to rotoscope three dices to fill in blank
space in and around my text. I did not just do this for the
sake of it as it raises awareness about the major influences
in the gambling world and dices very much represent this. I
made this poster to go into extra detail about the causes
and effects of gambling as well as the eventual results from
being cured from gambling addiction. I decided to use
yellow for the text and white for the headings, there was no
particular reason why i did this i just felt that it would look
better. I kept the theme of white and yellow by including
these colors in my logo. Due to how formal this poster was i
decided to remove the warning sign. Overall i believe that
this is the weakest out of the posters that i produced but all
in all i believe it is still fit for my intended purpose as the
poster represents what my campaign is about. I do however
believe that i could live without this poster being present at
all. This poster was made entirely from scratch so therefore
i did not draw any inspiration from other posters.

intended purpose? (Comparisons)
I drew inspiration from the same infographic as
my first poster. I wanted to produce another
piece that would focus on causes, effects and
results in more detail. I took bits of information
from this professional poster because i knew that
what was provided was genuine and fact
checked. I again wanted to rotoscope a piece of
equipment that is tied to gambling so i decided
to go over 3 dices. I was impressed with my final
outcome however i do feel like i have previously
mentioned that this poster is the weakest out of
the 4 i have produced and personally don’t feel
that it is professional standard. Just like my
previous poster i believe that the blue on the real
poster contrasted well with white so this was
something i decided to use on mine. The yellow
on the blue background at the bottom of the
page also worked well in my opinion and was
again something that i decided to use in mine.

Are your finished pieces fit for
their intended purpose?
I decided to produce one more poster for my
campaign based solely on facts about gambling. I
spent a lot of time rotoscoping the las vegas sign as i
personally believe is the most well known link to this
social action. I again used the color scheme of white
and yellow for my text and fonts as it represents
gambling the best in my opinion. While i was
debating on my other poster whether or not i should
include that much information, my tutor
recommended me to shrink the writing to make it all
fit on. I mainly looked at percentage facts to send a
message out to the audience of how many people it
can potentially effect and what we should do to
prevent and halt this negative slide. I decided to use
a black background to improve the sight of the sign
as i wanted to make it the focal point of the poster.
To finalize this i placed my logo at the bottom of the
infographic to make the viewers aware of who is
publishing this poster and to increase and broaden
our reach. I believe that this poster is very effective
and most certainly fits in with my intended purpose.

(Comparisons)Although totally different styles of poster, this is
what i found that inspired me to create a facts
poster on gambling addiction. This is the only
poster that i found on pinterest that was based
solely on facts and myths. I personally decided to
base my poster on facts because i did not want to
confuse my audience by incorporating myths.
Because my campaign is to raise awareness i felt
it would be best to include genuine information
to benefit people in a positive way. I did feel
though that just writing down facts on a poster
was very boring and plain so i decided to
rotoscope the Las Vegas sign to improve my
poster technically. Just like on the professional
design i placed my campaign logo at the bottom
to confirm what it is for.

I then moved on to creating merchandise for my
campaign. Because of the fact it is not a very glossy
campaign to talk about i wanted to produce merch
that is not very fashionable but things that people use
a lot. I decided to make my merchandise stationery
based. For my planning i mocked up 5 pieces of
stationery which were a pen, pencil, pencil case,
ruler and notebook. I wanted to make the stationery
look different in terms of the information and text they
carried on them. For my pen and pencil i slashed
across a link for the Gamble Informed website. On
my ruler and my pencil case i decided to incorporate
simply the logo to help widen our audience and
finally i decided to place the slogan across the
notebook with the logo just above it. In terms of the
color scheme i decided to use blue for every single
piece of merchandise. I did this because i did not feel
that i had used the color enough to say that it was on
my original logo. All in all i believe that this
merchandise fits for its intended purpose and helps
broaden us as a campaign as well as raising
awareness for gambling as a whole.

Do they communicate your
message clearly? (Overview)
Like i said in my previous question, i believe overall that my project is fit to purpose therefore
communicates my message clearly. I asked 20 people to go through my campaign and 90% of them agreed
that it has most certainly raised their awareness on gambling. The 2 that said no, still said that the
campaign communicated my message clearly and efficiently but that gamble awareness is already a
saturated market and that they already know all about it. My audience were particularly impressed with
my two infographics as it provided with information that they did not know about and believed that it
could only be a positive for people seriously struggling from problem gambling. From this i can gauge an
opinion that my campaign is successful and that everything i set out to do was achieved. I did not really
take an inspiration from any other campaigns because of the fact i wanted to make it my own and to
customise it the way i wanted to. The only criticism i received from my peers is that they believed i should
have included leaflets to provide a detailed overview into what we do at Gamble Informed. They felt that
there was not enough information about the organisation itself provided, this is something that looking
back on now i probably should have included. All in all though i fully believe that the message i was trying
to put out about raising awareness about gambling was communicated effectively despite the fact there
are a few minor tweaks i would make to further improve this.

Do they communicate your
message clearly?
Like i previously mentioned, the work in particular that
people were impressed with were my two infographics.
This is because it provided clear information about the
causes and effects that gambling can have, as well as the
results of getting help. I also included links to the social
media accounts to further entice my audience into
knowing about my campaign. My audience were also
impressed with my graphics within these to keep them
interested and not switch them off, such as how i
rotoscoped three dices in and around the text to make the
poster look much more interesting. Overall i believe that i
fully communicated my message to my audience with
these infographics and that it can only be a positive thing
for my campaign. I feel that these compare favourably
when looking at Gamble Awares infographic. I personally
feel that my poster communicates my message about
gambling just as well or if not better than the professionals
campaign. On that poster they basically overview tings
where as on mine i go into much greater detail into
different aspects of gambling. If i was at a doctor's waiting i
would pick up my infographic over Gamble Awares every
day of the week.

Are they appropriate for my target
audience? (overview)
In terms of the age range that i am aiming my campaign at, it is obviously aged at 18 and over because
gambling is illegal for anyone under that age. I tried to keep my project genuine and try and aim it for all
ages above the former. Due to research, i found out that people who suffer from gamble addiction are
mostly in the age bracket of 18-24. Because of this i decided to give my campaign a cartoon style with the
rotoscopes etc. I still however wanted to expand my age bracket beyond this so i created infographics to
provide more information for the sophisticated and qualified. Some elements of my campaign are more
suited for the elderly, where as other parts are more suited to the younger generation. I tried to balance
this to broaden my reach.
Obviously though my project is aimed at a target audience for people who have relations to problem
gambling, whether this be directly or know people who have been affected by it. Overall i fully believe
that my finished pieces are fully appropriate for my target audience.

Are they appropriate for my target
audience?
Out of the 20 people i asked 85% of people felt that my campaign
suited my target audience and that it was deemed appropriate.
People felt that my thorough detail into gambling on my infographics
and provided wacky content on graphics very much suited the age
group that i was aiming towards. The 15% of people did not feel that
my campaign was appropriate for my target audience because i did
not include brochures and leaflets for the elderly. Overall though i am
fairly satisfied with my responses and i would not alter much in terms
of the content that i produced. In terms of my merchandise i believe
that stationery is very much fit for my target audience as everyone
uses a pen, pencil and a ruler for various things. The only piece of
merch out of my final set that could be argued is a pencil case. The
people who tend to use pencil cases are primary and early secondary
school students. This therefore would not fall into the category of 18
+ which is what my product is aimed at. All in all though i feel that my
work has matched with my target audience and i am very happy with
it.
In comparison to Gamcare i feel that my finished pieces are just as
effective to the target audience my campaign is aimed at. On their
posters the professional campaign does not go into as much detail
and i personally feel that if you are suffering from this social issue,
you will want to know as much as information as possible about
gambling and the effects it can cause.

Compare and contrast your original
intentions with the outcomes you arrived at
In terms of my logos i originally
intended to call my campaign
Gamble Acquaint. It was always
my intention to use one of these
three styles. I did not take any
inspiration from anyone else i
just made them from scratch and
ended up with a mock up of
these three designs. I chose the
bottom logo because i felt it
would work best with my target
audience and what i was
working towards. The only thing
that i changed in this aspect
from my original intentions to my
final outcome was the name of
the campaign. Due to heavy
influence off my peers and tutors
i changed the name to Gamble
Informed.

intentions with the outcome you arrived at
Original Intentions Final Outcome

intentions with the outcome you arrived at
In terms of my 1st infographic, as you can see bar the color scheme the original intention is very similar to
my final outcome. I once again did not base this poster off anything that exists on the internet. I just simply
made it from scratch. I changed the color scheme due to peer advice because they believed it contrasted
much better with a light blue background rather than a tingy yellow color. I still however wanted to keep
the yellow on my poster so i changed the writing and fonts from dark blue to that color. I also enlarged my
slogan on my final outcome to make it stand out amongst the crowd. The other infographic that i created
later down the line saw no adjustments in the outcome as i kept my 1st attempt. With my roulette
rotoscope this was a different story. It was my original intention to grab a picture of a roulette wheel off the
internet and place it as my background while turning down the opacity to 50%. However i quickly realised
that this was not creative at all so i took time to rotoscope the entire wheel. I also enlarged the font on my
final outcome to make it easier for the reader. This transition can be seen on my next slide. My other
graphic had a similar story to my second infographic. I pretty much stuck to my plan from the start and my
original intention fully matched the final outcome bar slight adjusting on my text size.

How effective are the techniques
you have used?
I believe my technique of rotoscoping was the key to
shaping my project. My posters were heavily
influenced by this and for me my final outcome
would not have been the same without it. I did not
want to make my campaign hard and confusing so i
stuck to rotoscoping to keep my work flow
consistent throughout and most importantly made
my finished pieces fit for my intended purpose.
Another technique that i felt was extremely effective
was the use of the DaFont ‘Hacked’. I used this
custom font throughout my work and made it the
font that gamble informed is renowned with. This
font was present on my original planning and i stuck
to my word and used it consistently. A 3rd technique
that i believe was very effective was my campaign
slogan ‘The sure way of getting nothing for
something’. I took inspiration from gambleaware
‘When the fun stops, stop’ and wanted to have an
infamous slogan to go with my campaign. I used this
among my posters as well as merchandise to keep it
linked in constantly and tried to attach it to ‘Gamble
Informed’

How effective are the techniques that i
have used?
In terms of the feedback and responses i got to
this, the vast majority of people felt that the
techniques that i used were very effective.
Everyone said that the main influence of my work
was rotoscoping which i agreed with indefinitely.
The Hacked font was also a major player in my
work and was something that made my campaign
my own. In general my audience felt that my
campaign looked extremely creative and most
importantly effective. In my personal opinion i
am very satisfied with my techniques and i
probably would not alter anything at all in this
aspect. Finally with my merchandise, i believe my
technique of consistently using blue and white
throughout made it look neat and fresh to the
point. Once again i would not do anything to alter
this in the future.

Is the content effective?
(Overview) Like i touched upon earlier i believe that my content throughout my work was extremely
effective. This is because i have raised awareness about gambling and also potentially helped cure people
from this social issue. Although my campaign is similar to those of gambleaware and gamcare in terms of
the information provided, i believe that my cartoony feel sets it apart from the rest in a positive way.
Although i am very much aware that problem gambling is a serious issue, i wanted to customise my
campaign by creating plenty of rotoscopes and in my opinion this content that i have produced is very
effective.
Comparisons
(Gamble Aware Infographic vs Gamble Informed Infographic)
In my opinion the content on my infographic looks much better
than gamble awares as it provides the audience with more
information about gambling, as well as having a much nicer
color scheme. I believe that the professional poster looks too
basic and the awkwardness of the slanted font makes it
difficult for the reader. On the other hand my poster is easy
to read and also provides links to social media accounts which
gamble aware do not do. On my poster i have also covered up
the whole page and not left any blank space, whereas the
professional poster has.

Is the content effective?
Comparisons
(Gamcare logo vs Gamble Informed logo)
In terms of the professional logo it is very simple
yet effective in its design with its basic color
scheme representing the gloom of gambling
issues. In comparison to my logo it is again
simple in its creation with both ideas in my
opinion up to a professional standard. I
personally believe that logos for a social issue
campaign should not be a wacky design but
simple and effective as it is talking about a
serious matter. All in all i believe that this part of
my campaign is effective and works very well
with the audience that it is working with.

What impact do you think your advertising
campaign will have on the public?
I fully believe that my advertising campaign will only leave a positive impression on the
public. From everything from my posters to my merchandise, it will help people change their
attitudes towards gambling and raise awareness about the subject. In my opinion Gambling
Informed will help cure a lot of gambling issues and will have a huge effect on people locally.
As of now i am unsure on how far i can take this campaign as it is just starting out. I also hope
that my merchandise which similar ones don’t have such as Gamcare and Gamble Aware, can
further help change peoples about this matter. The most effective aspect of Gamble
Informed for the public is my Infographics, as they provide detailed information about
Problem Gambling and the causes and effects of this. These two aspects could potentially
help relatives out when they notice one of their loved ones behaving like this. On the flip side
if they are fully aware of their problems but are finding it difficult to stop, there is also
information provided on how to slow down on their addiction and the positive results that
can therefore come of this. Overall i fully believe that my campaign as a whole will have a
positive impact on the community. However i do also think that the wacky and cartoony
nature of some of my posters could be a problem to some people as they won’t think that us
as a campaign are not taking it seriously enough. I do think that this will be an opinion that
will be shared by the minority though.

What impact do you think your advertising
campaign will have on the public?
I asked 20 people this exact question and 17 of them agreed that it would very much have a
positive impact on the community. The majority felt that my infographics in particular would
help raise awareness about gambling and also hopefully change attitudes about the matter.
These 17 felt that the list of causes and effects will help relatives understand and notice signs
of changes of behaviour to therefore put a stop before the issue spirals out of control. On
the flip side if it reached a point where the culprit was past this stage, they could then still
help due to information provided and how to slow down on gambling. They could then
ultimately find out about the results of being cured. The other 3 felt that my campaign would
at best have a mixed impact on the public. These people particularly felt that my
merchandise was pointless because who would actually carry around a Gamble Informed
pencil case? In all honestly i tended to disagree with this because i personally felt that this
would only help raise awareness about gambling and could only have a positive effect on the
public. I obviously though respected their opinion and would be something that i would look
at next time.

What are the technical and aesthetic
qualities of your work?
(Overview) I feel that i have used many technical
qualities in my work. The obvious stand out quality is
my use of rotoscoping to provide a different element
to my work, i personally believe that this has made
my campaign look unique and make it aesthetically
pleasing on the eye. I hope that this will give me an
edge on my rivals as other campaigns such as
Gamcare are simple in it’s design and creation.
Another aspect that i am pleased with is my color
scheme. I personally believe that this fits best with
the audience that i am working with. The constant
use of bright yellow in my posters would be a feature
of my campaign. I also feel that the colors blue, black
and white contrasted very well together and gave my
project good overall balance. I also believe that the
consistency of the font ‘Hacked’ boosted Gamble
Informed good technical and aesthetic qualities.

In terms of my 4 posters, i put a lot of effort
into the technical side of things to make them
stand out. I used Photoshop to my advantage
to help give my campaign an extra edge. As i
have previously mentioned i took great
advantage in the rotoscoping tool in particular
to make my campaign look unique and
aesthetically pleasing on the eye. I used
shadow effects particularly on my 1st graphic
to enable myself to give greater focus on the
text provided (as seen right). In terms of my
color scheme for these posters i tended to stick
to blue, yellow, black and white as my 4 main
colours. I did this to provide consistency in my
work and i believe this helped widen my
audience as it gave Gamble Informed an image
that would otherwise be lacking.

(In Focus Poster)
This is arguably the most detailed example of
rotoscoping out of my 4 posters and is my
personal favourite in terms of its technical
qualities. I took a copy off the internet of the Las
Vegas sign before rotoscoping around it using the
polygonal lasso tool. I wanted to make this further
stand out as i believe that Las Vegas is the most
recognisable and famous symbol of gambling, so i
used a black background to do this. To further
improve this piece of work i placed the Gamble
Informed logo at the bottom of the poster using
the font ‘hacked’ to confirm what campaign this
poster is for. In general the backgrounds for my
posters are fairly simple to provide greater focus
on other aspects of the design.

In terms of my merchandise i did not put a great lot of detail into the technical aspects of it
because i wanted to keep it simple yet effective. For this part of my campaign i very basically put
links to our websites on the pens and pencils, and used our slogan ‘The sure way of getting
nothing for something’ across notepads and pencil cases. Although in the context of technical
qualities it was quite low key i still felt that it was aesthetically pleasing on the eye. I used an
effective color balance to make my message about gambling stand out. I believe that this feature
worked well with what i was trying to do and most certainly fitted my audience purposes.

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