The document provides an analysis of different homeless charity marketing campaigns. It summarizes the fonts, color schemes, images, tones, and techniques used in posters and websites for Shelter, Centrepoint, and SASH homeless charities. Key points made are that the fonts are universally readable, red is used to convey danger in Shelter and Centrepoint materials, and green represents safety in the Centrepoint and SASH campaigns. Statistics and impactful images are analyzed as effective techniques to raise awareness. Similarities and differences between the campaigns are discussed. The results of a homeless survey show negative stereotypes influence perceptions and support is seen as key to addressing homelessness.

1. Social Action Presentation
By Catherine Giggal

2. Shelter - Campaign Poster
Fonts:
The font is san
serif and is a
general, universally
used font. It is easy
to read, which will
make it appeal to a
teenage audience.
The font is in bold
and has been
enlarged on
purpose so that is
attracts the eye of
the viewer, so they
are drawn in to the
advert. It is also in
lowercase letters,
apart from the
word ‘Britain’,
which is
emphasised,
maybe for patriotic
reasons.
Colour Scheme:
The colour scheme is effective, as red and
white are used as the primary colours.
Red connotes danger, which highlights the
perilous situation in which the subject of
the advert is in, which significantly
contrasts with the white text, which
connotes purity and innocence, which
could represent the child in the
advertisement.
Images:
In this particular
campaign, only
one main image is
used, which makes
the consumer
focus on it
primarily. The
image is at eye
level, which
connotes a sense
of equality
between the
subject and the
viewer. It is also
dark in tone, which
adds to the solemn
nature of the
advert and with
using a child, it
makes the advert
seem more
emotive.
Copy and Overall
Tone:
The overall tone of
the campaign poster
is rather sombre, as it
is representing
homelessness in the
UK and it wants the
consumer to
sympathise for the
people who are
involved in this
situation. The copy
itself is formal, as it
uses a statistic to
back up its relevance
and it is also very
simplistic in the way
it is written and is
abrupt, not long-
winded, which will
also attract the eye
of the viewer.

3. Shelter - Campaign Poster
The text is
abrupt and
states a fact
that is backed
up by a statistic,
which makes an
impact upon
the consumer,
as it validates
the serious
nature of the
campaign.
The image
which is utilized
within this
campaign is
effective as it is
shot at eye
level, which
connotes a
sense of
equality
between the
subject and the
viewer. Also, it
is a low-key
lighting image,
which connotes
glumness and
depression.A link to the website of the
charity, shows that they are
trying to reach out to a
younger group of people and
are trying to bring their
organization into the digital
era.
A clever marketing technique:
a subliminal donation, it is
not oblivious, stating
‘donate’, it’s concealed so
that the consumer will be
charged for the text, then
asked to donate.
The colour scheme utilized is
the signature house style of
the charity ‘Shelter’ and
people can identify with it
easily because of that.

4. Centrepoint - Campaign Poster
Fonts:
The font is clear and readable and therefore appeals to most ages. The
headings are highlighted so that the eye of the viewer is drawn to them
instantly. There is a contrast between white and black, with black fonts
being more prominent, as it stands out clearly from the white background.
Images:
Several images are used on this webpage, the centralised one being the the
focal point of the whole page, where it has been shot in black and white to
make it appear gloomy and connote sadness related to the subject in the
picture. The image uses a blurred focus technique, where the subject is
highlighted on purpose so that the consumer will focus on them specifically.
The images are symmetrical, as they are posed and
professional, however, they still have an impact upon the consumer.
Colour Scheme:
The colour scheme is fairly similar to that of ‘Shelter’, however, a green tone
is also included, possibly to highlight the ‘Donate’ section and draw people’s
attention to it specifically. The red again connotes danger and peril, whilst
green is associated with spring/summer, a new beginning, if you donate to
this charity, you are initially aiding the start of someone new life. It is a form
of symbolism.
Copy and Overall Tone:
The copy is relatively straightforward to read and understand, simplistic
forms of text suitable for most ages. The tone is sympathetic overall, it is
trying to encourage the consumer to donate to the charity.

5. Centrepoint - Campaign Poster
There are links to social
networking websites, which
shows that the charity is
trying to appeal to a wider,
younger audience and be
present in the digital era.
(YouTube, Facebook and
Twitter).
The donation section is
highlighted in green so that
the eye of the viewer is
immediately drawn to it. In a
way, it is also a clever
marketing technique used in
order to make a profit for
the charity and collect funds
in the process.
The text is bold on the
titles to attract the eye of
the viewer and so that
they focused on the
separate sections.
It is notable that the
charity are trying to get
people involved and
initially engage the
audience.
The charity have stated
that they have Prince
William supporting them,
which may interest those
who are interested in the
Royal family. Also, this is a
form of celebrity
endorsement, as Prince
William is promoting the
charity.

6. SASH – Charity logo/Sticker
Fonts:
For this particular
logo/sticker, the
font is
helvetica, which is
useful, as it makes
the text universally
recognizable as
well as being clear
to read. It is bold
and initially
catches the eye of
the consumer.
Also, the bright
colour of green is
used to attract the
attention of the
audience.
Images:
There are no
specific images in
this logo, there is
only one
autoshape that is
meant to
represent a house,
which is relevant
because they are
trying to house
the homeless.
Colour Scheme:
The colour scheme is simplistic, which
means that it will appeal to a wide range
of people of all different ages. The colour
green connotes peace, safety, calmness
and it is also inviting, which makes it more
eye-catching to the audience. The colour
white represents peace also, so there is a
significant link between these two
colours, which is why they go well
together.
Copy and Overall
Tone:
The overall tone of
the charity
logo/sticker is that it
is bright and cheery,
as opposed to using
red as a colour, as the
organisation had
used that in the past
and it wasn’t very
successful as red
connotes danger and
they were trying to
promote the direct
opposite of that. The
text is abrupt and
gets the message
across, which makes
it very clear.

7. SASH – Charity logo/Sticker
The colour scheme is
effective as it shows a
contrast between green and
white, two colours that
represent the same
thing, however, they are
both starkly contrasting in
tone.
The text is bold, which
catches the eye of the
reader ad they will be more
obliged to read it and view
the logo as a whole.
The ‘green house’ logo is
relevant as it links to the
aims of the organisation.
This particular advert would
be useful as a billboard
advert, as it is very
minimalistic, which means
that when someone is
driving past it and doesn’t
have a lot of time to view
it, the simplistic style will
make an impact on you.

8. Comparing the pieces of promotional materials
The three pieces of marketing material are each effective in their own way
and are similar in the sense that they are trying to raise awareness of
homelessness in the UK. The fonts for each of the pieces are fairly similar as
they use a generic, san-serif typeface that is effective, as it will appeal to a
wide range of people as opposed to a select group of individuals. The
Centrepoint webpage and Shelter advert are similar in the fact that they use
statistics such as “1 in 7” and “80,000 young people experience homelessness
in the UK” in order to present the serious issue of homelessness in the UK and
to also encourage people to donate, as they cannot deny that this is a realistic
figure and it may shock them. The colour ‘red’ is also used on both of these
pieces as it highlights the danger that many homeless people face daily, as
well as emphasizing the importance of donating to the charity. The SASH
charity logo compares with the Centrepoint website, as they both use the
colour green, which is significant as it connotes safety, which is the main aim
of both of the homeless charities. Shelter and Centrepoint have numbers in
which the consumer can call to donate, as well as weblinks, which is relevant,
as we reside in the digital era. Also, the imagery used by both of these pieces
are similar because they use different techniques such as having blurred focus
as one of the styles, which makes it more effective as we concentrate on the
subject, who is at eye-level, which connotes equality between the viewer and
the subject. The expressionless faces sow the anguish faced by the subjects,
as well as the use of low-key lighting, which adds to the gloominess that is
displayed upon the faces of the subject, as well as highlighting the issue of
youth homelessness and how it should be stopped altogether. The SASH logo
lacks the use of red as a prominent colour in the campaign as opposed to the
two other pieces of promotional material, as featuring any connotation of
danger does not appeal to them, they are more focused on safety.

9. Homeless questionnaires – results
From my survey findings, I have found that the majority of my respondents said that they thought
homelessness in general, had negative stereotypes surrounded by it, which I thought was interesting, as in
the media, homelessness is usually classified in a negative manner, linked to drugs and alcohol, which is not
the case on the most part, but these types of messages are presented to us through this medium, which
suggests why the content in the answers was like this. Also, in reference to another open question, of “how
could we eradicate homelessness from society”, the feedback was positive, saying that we should “give
them more support”, which shows that support in general is key, which is why homeless charities such as
SASH, are so important and need to be funded.
From the question, “Are you aware of any homeless charities that are based in the UK”? Most of the
answers referred to ‘Shelter’, which is the main UK homeless charity, which initially gets the most media
attention due to the fact that it spans across the country, as well as Scotland and people are more aware of
it in comparison to the smaller, local charity SASH. Also, 100% of the individuals that took my survey were
aged between 16-24, which is relevant and useful because the charity SASH want to target this specific age
group, so the feedback that I received from these surveys were very important, as I could use the data for
when I create my products for SASH itself.

10. Colour Scheme
Images of
homelessness
campaigns
IMPACT FONT!!

11. Cooper Std Black
Goudy Stout
Rockwell Extra Bold
Tw Cen MT
Condensed Extra Bold
Arial Black
Elephant
Broadway
Male Colour
Scheme
Graphs
associated with
homelessness