Social actions

Vegetarian/Vegan PETA Campaign
• The Purpose
– The campaign for
vegetarianism/veganism by PETA (People
for the Ethical Treatment of Animals)
have created a variety of posters using
well known celebrities. The campaign
tries to challenge attitudes towards
animals and how they are just seen as
food. The campaign also try to promote
that animals have feelings and feel pain
in the same way we do. On their website,
this is made very clear with the use of
graphic narrative.
– “Each year in the United States, 27 billion
animals have their throats cut and their
bodies chopped into pieces and wrapped
in cellophane for the supermarket meat
case. But animals are not walking
entrées. They have personalities and
feelings and form families and
friendships if given the chance.”

– This campaign is based in the United States however, PETA are a global
organisation and is the largest animal rights organisation in the world with
more than 3 million members and supporters. They are trying to bring about
global change with how people see animals and how they are used for food,
commercial products and testing. “on factory farms, in the clothing trade, in
Labouratories, and in the entertainment industry”. The also try to challenge the
dominant representative that people are superior to animals and are created to
do with as we please. They try to stop animals cruelty by making these posters
to share with the world as well as other ways of conveying this information to
the public “PETA works through public education, cruelty investigations,
research, animal rescue, legislation, special events, celebrity involvement, and
protest campaigns.”
– These posters and campaign are often very graphic or contain hidden
information about how animals are treated. These posters are used to shock
the public to convince them to make a change.
– http://www.peta.org/about-peta/

– Their campaign also provide a lot information and facts to show the public the
horrible truth. They also provide website links to help people to make a change,
for example, on a vegetarianism poster. They offer recipe's that people can use
to help them change their eating habits and lifestyle.
 The Impact
PETA was founded in March 1980 by Alex Pacheco and first caught the
publics attention in the summer of 1981. The Silver Springs monkeys case
resulted in the first arrest and criminal conviction of an animal
experimenter in the U.S. for animal cruelty. The first U.S. Supreme Court
victory for animals in Labouratories and where PETA began to start making
a change to animal cruelty in the world. “And we haven’t stopped fighting—
and winning—in our efforts for animals since.”
Since the first case, PETA they have made groundbreaking advances for
animals who are abused and neglected by cooperation's and governments.
Their major accomplishments are listed in detail on their website.

A few examples are “Undercover investigations of pig-breeding factory
farms in North Carolina and Oklahoma revealed horrific conditions and
daily abuse of pigs, including the fact that one pig was skinned alive,
leading to the first-ever felony indictments of farm workers. See other
victories for animals on factory farms.”
“A California furrier was charged with cruelty to animals after a PETA
investigator filmed him electrocuting chinchillas by clipping wires to the
animals’ genitals, which caused the animals to experience the pain of a
heart attack while they were still conscious. In another undercover exposé,
PETA caught a fur rancher on videotape causing minks to die in agony by
injecting them with weedkiller. Both farms agreed to stop these cruel killing
methods. See other victories for animals who are killed for their skins.”
All of their success stories can be found on their website -
http://www.peta.org/about-peta/learn-about-peta/history/

– This is a poster for PETA’s vegetarianism
campaign which shows a well known
celebrity advertising the campaign. This
poster uses the theme of religion,
especially Christianity, to make this
poster relevant to its audience as 83% of
America identify as Christians and 31% of
the world.
– This poster has an Adam and Eve theme
which is a well known passage from the
old testament. The references to this are
the apple which was the original sin, the
ivory leaves which seem to wrap around
Simmons like the serpent and the use of
nudity.
– This use of nudity is also used to capture
the audiences attention as nudity is
commonly used to sell products and used
in the same way.

– The poster also claims that “eating meat is a
sin”. This statement is very powerful and is
used to shock the Christian audience into
changing their behaviour. It also makes
them think about their actions and lifestyle
and how it can effect their faith.
– This poster uses a lot of green to reinforce
the idea of nature and a calm, positive
feeling.
– A website link is also on the poster to give
the audience recipe ideas to help them
convert their lifestyle. This link also takes
the audience onto the main page of PETA’s
website which will show the audience
further information about the cooperation
and animal cruelty.

• http://www.peta.org/features/traci-
bingham-naked-vegetarian-ad/
– This poster also uses the idea of nudity
to help grab attention and draw people
into the poster. The use of nudity also
helps to reflect the idea that these
celebrities are closer to nature and their
natural state by following a vegetarian
and vegan lifestyle.
– This image is also very graphic as shows
the different cuts of meat and makes a
direct comparison to how humans have
the same parts as animals meaning we
should be treated equally.
– A small amount of text is used to make
the image the main vocal point and
show that actions speak louder than
words.

Conservative Campaign
• The Purpose
– The Conservative party launched this anti Gordon Brown campaign in 2010 in the run up the to
general election to help persuade the public to push Gordon Brown out of power and to elect a
new prime minister.
– The Conservatives highlighted the prime minsters poor record in office by hiring M&C Saatchi
to creating a series of posters which feature an image of Gordon Brown smiling accompanied
by patronising straplines such as "I let 80,000 criminals out early, vote for me” highlighting the
errors Brown has made. These posters were on 2,000 billboards across the country.
– This campaign was created to bring about national change to the government by getting rid of
Gordon Brown and Labour in power.
– This campaign was also created to raise awareness on how drastically Britain had changed under
the power of Gordon Brown and the negative effects this had. Another campaign poster states “I
doubled the national debt, Let me do it again.” This provides the public with the changes Brown
made and informs the public he will do it again unless there is change.

– The campaign also helps to change the publics attitude towards Labour and
Brown in a bid to change voting behavior. This campaign was also aimed at
Labour supporters to change their vote to the conservative party to stop
politicians like Brown getting into power to cause chaos to Britain.
– The campaign challenges the dominate representations and agendas of the
Labour parties policies. It does this by stating what the Labour party has done
the nation and breaking it promises of policies. The statements on the poster
show how their changes directly effect the public such as cutting billions of
pounds from pensions.
– http://www.campaignlive.co.uk/article/tory-party-launches-second-phase-
brown-bashing-campaign/996249

• The Impact
– The Labour party spend £8 million on their campaign to keep in power,
where as the Conservatives spend around £16.7 million on their anti Gordon
Brown campaign.
– This campaign did raise awareness of how badly Labour had effected the
nation and made crisis such as the national debt an even bigger problem.
– The campaign helped to push Labour out of power and put the Conservatives
into power with David Cameron becoming the prime minister. However, it
did result in a collision government with the Liberal Democrats also in power
to make up the last 20 seats needed in parliament.

– Below is an example of on of the posters for the campaign. The layout and idea of
the poster is very simplistic, getting across the feelings of the Conservatives. The
black and white statements, that some contain figures, are very bold and easy to
read against the white background.
– The poster also shows a smug looking Gordon Brown alongside the statements
intended to be made by him. Summing up what he has done within his time in
power.
– The Conservatives have a very small line of blue text at the bottom of the poster
which stands out against the white background. This also gives a very clear slogan
on how the public can help change the errors made by Labour in Government.

The LOVE authentic vitiligo campaign
• The Purpose
– The LOVE authentic vitiligo campaign was created
by Baveesha Naran to help raise awareness about
the skin condition, Vitiligo, which effects the
pigments in the skin that creates areas of non
pigmented skin. This campaign was also created to
help empower those who have the condition and
overcome the stigma this condition can trigger
about body confidence and self love.
– The campaign originally started in South Africa, on
valentines day this year and has already helped a
number of people.

– The campaigns main aim is to raise awareness about
the condition and change the attitudes towards it. By
raising awareness, more people will learn about the
condition and the effects it has. Also, helping to change
the attitude towards it from negative to positive,
embracing individuality.
– This campaign also tries to challenge dominant
representations of what is seen as normal or beautiful
by showing suffers who have embraced their condition
by not covering it up from the world and having the
confidence to be proud of their appearance. This
campaign has become a lot more well known and has
infiltrated mainstream media by social media
campaigns, such as world vitiligo day. The campaign
asked to post a picture and inspiration message to
social media with a range of hash tags in the hope it
would trend.

– The campaign has gain a lot of following, despite only starting a few moths
ago. This was helped by the vast media attention vitiligo model Winnie Harlow
gained after appearing on America’s next top model. Since her appearance on
the show, she has 2 model contracts with prestige fashion design companies.
– Harlow has also appear in numerous fashion magazines, started in Eminem's
music video (Guts over fear), walked London fashion week and has her own
TED talk tackling the issue of beauty.
– Websites such as Sowetan Live and mjvibe.com has spoke about the issue on
their websites, referencing the LOVE authentic campaign which is helping to
bring about global change.
– http://www.sowetanlive.co.za/goodlife/2015/06/20/live-life-with-vitiligo
– http://www.mjvibe.com/

– This campaign also challenges the dominant representations of how people
should look by trying to change attitudes to accept everyone as they are and
not let their condition define them as a person. It also challenges the idea that
people need to cover up their condition.
– The website for the campaign offers lots of information and stories from
people living with the condition. It also gives links to various forms of social
media where people can talk about the condition and help to share their
experiences, break the stigma and be themselves.

– This campaign relies on photography to capture the essence of the campaign.
Many of the posters do not contain much writing but instead focus on high
quality, bright, colourful images to tell the story of the campaign. The posters
show real people who have the condition and have chosen to share it, rather
than hide it. The poster also show happiness as the people featured in them
are much happier now they have embraced their vitiligo.
– Some of the posters do contain inspirational quotes such as the one below.
They all have the LOVE authentic logo on but they are relative simplistic in
design, letting the photographs celebrate the condition.

Accessible arts and media
• The Purpose
• accessible arts and media is organisation based
in York that is dedicated to celebrating the
skills and talents of people with disabilities. For
33 years they have been helping people to find
their voice and make a difference in their local
community.
• The campaign wants to bring about local
change by helping those who are often
forgotten about to have a voice in their local
community. The campaign also wants to
change attitudes towards disabilities and the
stigmatism that surrounds them to help make
everyone feel equal and loved.
• The campaign also tries to awareness of how
disabilities are a challenge not a problem. They
celebrate how individuals overcome their
disabilities and push the boundaries of arts and
media.

• This campaign gives people access to media who are a non traditional group,
usually hid away from the media. accessible arts focuses on helping people to
develop their skills by using an innovative approach to singing and make music
more accessible.
• The campaign also challenges the dominant representatives towards music and
the media by making it accessible to everyone. Giving everyone the opportunity
to make their mark in the media, celebrating doing what they love.
• As this campaign is based in York, a small city, the project helps to strengthen
community ties by bringing people of a minority group together, to make their
voices heard and make a change to the local community. - “We have a vision for
a more inclusive society, where everyone’s aspirations and achievements are
celebrated and where everyone’s contribution is valued. We can all achieve
incredible things when we work, play, learn and celebrate together!”
http://www.aamedia.org.uk/index.php

• The campaign also helps to build relationships with its subjects first hand by
putting on a range of different workshops and shows that helps to build a
strong community by welcoming everyone. This also extends to infiltrating
mainstream media by a project called AbleWeb where people are taught how
to empower each other through the use of multimedia. “Ableweb is a flagship
programme covering web, radio and video production techniques, and it is the
first of it's kind within the local area.”
http://www.aamedia.org.uk/index.php/what-we-do/ableweb-york
• AbleWeb helps people with disabilities to improve their access to services and
encourage them to have more active participation in social and public life while
providing information about these inclusive communities.

• The Impact
– accessible arts and media have over 30 years of projects that have changed
the lives of people living with disabilities in York. They have to raise over
£200,00 each year to keep their programs running. The impact this campaign is
clear from the vast amount of different projects they have running and the
number of trusts/foundations that support the campaign. They also received
the Duke of York Community Initiative Award in recognition of making a
difference to many people across the region in 2012.
– The impact can be seen throughout the community in York as well as the
number of different events they run. It is also clear the impact it makes to the
disabled community which is shown through the images, projects and
feedback on the website.

• The campaign does not really have
any promotional material such as
posters and flyers that I have seen for
the campaign however they do have
them for the events they hold.
• The website is the main media outlet
for the campaign however, they do
have Facebook and twitter pages.
• On the website they have a range of
different tabs that gives lots more
information about what the campaign
is about, what they do and how the
public can help. The website also
shows a variety of different
workshops they run and what they
have created.

• The campaign also has an e-
newsletter that is available to
subscribe to, a radio station and a
variety of short films. As well as a
variety of different public events. The
website also looks for people to help
support the campaign by
volunteering, fundraising or donating.
• The website has a very basic and
simplistic layout that provides lots of
information about all aspects of the
campaign which can be found across
the website. The appearance of the
website is very bright and colourful
with a vast number of pictures
celebrating disabilities and showing a
welcoming community.

• This is one of the posters from their
singing and signing extravaganza
event which was free and wanting the
public to come and enjoy. The sense
of community is very clear from the
posters as they welcome people of all
ages to events held in public areas.
• The poster provides lots of
information about the event and
what it will entail.
• The colour scheme is consistent
throughout and shows the different
companies involved. All of the
important information is in bold and
the image again reflects the website
showing a sense of community.

The Salvation Army Domestic Violence Campaign.
• The Purpose
– The Salvation Army have created this campaign poster for help against
domestic violence The campaign uses a popular clothing item that has
recently taken social media by storm with the debate if the dress was white
and gold or black and blue. The campaign has cleverly spun the debate by
showing black and blue as the bruises this woman has on the poster below.

– The campaign is aimed to bring about global change and highlight the issues
of domestic violence, especially how people can be ignorant when they seem
someone experiencing this. This campaign managed to help bring about
global change by infiltrating mainstream media with the debate upon what
colour the dress was. This campaign was then recognised by many different
newspapers and websites around the world. It also appeared on an array of
social media formats.
– This campaign is used to raise awareness of domestic violence and it is still
very much an issue in todays society. The poster includes a statistic that “one
in six women are victims of abuse.” and is helping to change the attitudes
towards domestic violence by shocking people with facts. The poster also
shows a very graphic image that some people may find distressing and is
made to provoke people to make a change.
– The campaign poster also includes a phone number that people can call if
they need help with this issue. The number is also for people that are able
and willing to help with this issue.
– This poster also encourages people to speak out and get help, which helps
the campaign to build relationships with subjects and bring together
people in the same situation.

• The Impact
– This campaign started in South Africa after millions people around the world,
including celebrities, had commented on what colour they believed the dress
to be. With this dress still haunting the internet, people quickly came across
this campaign and got behind its clever and hard hitting approach “Only a few
hours after a hard-hitting advert was published, the social media reach had hit
more than 16 million people, with no signs of a slow-down.”
http://www.salvationarmy.org/ihq/news/inf060315

28
The Salvation Army Domestic Violence
Campaign.
– The campaign became so popular that it was
trending on twitter and encouraging people
to add their own voices to the campaign.
“the reaction to this campaign is
overwhelming. More than 3,000 Tweets per
hour shows the desperateness of the
situation”.
– The campaign was also shared by big
cooperations and business such as
Cosmopolitan magazine UK and Good
Morning America. This is how this campaign
infiltrated mainstream media and help to
create access to media for victims of this
abuse while building relationships with
others in their situation.

Comparing Campaigns
• PETA use both a positive and negative style to create their campaigns. This helps to gain more
attention and reach a broader audience. For example, the positive, kind hearted campaigns that I
wrote about show pleasant images that can infiltrate a wider audience range compared to the
graphic, gruesome, negative style like the poster on the first page. This negative approach can cause
controversy which helps to give the campaign publicity by getting the public talking about the
horrifying images. Both posters styles were campaigning for Vegetarianism/Veganism however, the
styles used help to gain more attention from the media and the world.
• Negative style campaigns are often not as graphic or alarming as the PETA posters and instead take a
different route by being sarcastic or contradicting popular opinion such as the Conservative
campaign against Labour and Gordon Brown. This campaign used facts mixed with a blunt, sarcastic
view to create posters that were funny but also offensive. This attack style also helps to cause
controversy and gain mass attention from the media and public.
• Positive style campaigns are often used make the posters reflect the intensions of the campaign for
example the LOVE authentic. A positive message is used on their posters and all throughout their
campaign to raise awareness and spread love/acceptance of vitiligo. The positive style helps the
audience to feel happy about themselves and uses kindness to help spread the word of the
campaign.
• I feel it depends on the social action and aim of a campaign as to which style is used because they
both target a difference audience. However, I feel that the negative style helps to make a campaign
more memorable the audience and uses shock tactics to get the public to pay attention and help the
cause. Positive campaigns do work well to make the public aware of different social actions and
works very well for campaign such as Accessible arts and media but not for all campaigns.

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