This document summarizes Grace Kennedy's evaluation of a social issues campaign. It discusses different elements of the campaign, including the poster design, logo, and merchandise. For the poster, Grace used contrast between drinking and driving sober vs drunk. They created elements like the skeleton and facial features through rotoscoping. For the logo and merchandise, Grace intended different colors and messages initially but ended up making changes based on feedback. The document reflects on technical aspects like layer management and areas for further development.

1. Social issues evaluation
By Grace Kennedy

7. Do they show your message clearly?
I think my campaign shows
my message clearly.
It shows one of dangers of
drink driving ,which is
death. The skeletons
indicates that dave has died
from drinking alcohol and
driving .It shows the
contrast between dave
driving sober and driving
drunk.
Some people may think it is
exaggerating because not
everyone who drinks and
drives will die. I think the
point is that if you do decide
to drink and drive, death is a
possibility.

8. Do they show your message clearly?
This is my design for the mug merchandise. I think it does
show my message. The purpose of my campaign and
merchandise is to make people aware of the dangers of
drink driving and try to stop people from doing it.
It provides contrast on what is right and what is wrong.
The green tick indicates that it is right to drive sober. The
red no entry sign indicates that it is wrong to have alcohol
and drive. I think I could of made use of the space on the
mug; I think of listed the dangers on it to further say my
message. I guess I wanted to have the mug with simple
design but still effective.
It is okay if people a drink and drive, as long as they aren’t
over the limit and are fit to drive ,but how do they know if
they are over the limit or not.

9. Initial intention vs outcome
logo
Final logo
I said this in my research
PowerPoint, in response to
question 6 of my survey.
Colours
I did say I will definitely be using it in my
work and I have come to use it in the
logo. Initially I thought I was going to do
a logo which was red and white because
I thought it would stand out. In the end,
I made a logo which was mainly grey
because the colour can be put on top of
any coloured background. Even thought
grey isn’t a bright colour ,I feel it works
well in the logo; the red parts of logo
come forward from the grey colour as
the red is much more vibrant than the
grey.

10. Initial intention vs outcome
tagline
I said this in response to my
primary research, about the
tagline.
Initially, I was going to have tagline as ‘none for the road’, but I ended up having
my tagline as ‘your fate lies in yours hands’.
To start with, I thought none for the road would be a good because it plays on
the saying ‘one for road’ and it promotes not drinking before you drive.
However, I had mixed responses from the audience survey; some people liked it
and some people didn't understand it. In response to my survey (print screen to
left), I said that I would need to change the tagline if I couldn't’t change the
ways the tag was visually shown to the audience. I was going to to visually show
the ’none for the road’ tagline with the one part with a cross through it.
I decided to change the tagline because I thought people may still not get the
concept of it. Eventually, I decided on the name ’your fate lies in your hands’. I
think this name to good at showing your own choices do affect your life .Also,
the ‘lies in your hands’ part refers the drink that lies in your hand will affect
you, which relates to the campaign being drink driving.

11. Initial intention vs outcome
type of campaign
This is a print screen of the
audience responses to which
campaign I should do. I said that I would focus my campaign on dangers to your self
when you drink drive. I have done this on my poster campaign.
However, I have decided use them all in my mechandise for my
work.

12. How effective are the techiques you have
used? I used contrast in my campaign poster. I used contrast by displaying the
different outcomes between driving drunk and sober. I hope that it hits people
hard that death can happen to you, if you drink drive.
I wanted to get across that if you drive sober you will get home safe but if you
drink and drive your fate is uncertain.
I think the contrast is effective to show that your own choices affect your life
massively. The campaign is about the same man; if he drives drunk he dies but
if he drives sober he is safe.
I know that it is not guaranteed that he will die if he drives drunk but there is a
possibility that it could happen. Also, I know that even if you drive sober you
could crash but you’re more likely to get home if your sober rather than you
driving drunk or driving when you have consumed alcohol.
I used rotoscoping to
create the skeleton. I
looked up on google
images of real
skeletions. I cut out
parts of images roughly
to create the skeleton.
I basically created the
person freehand. I
looked up on google
images like male faces,
eyes, brows and lips to
have an idea of the
shapes and proportions
of the features.

13. Technical and aesthetic qualities (campaign poster-right side )
I created facial hair with the paint brush.
I create them strand by strand but it
didn't’t take too long. Facial hair isn't
neat so I wasn't taking too much care
with it. I had to keep on zooming in and
out of the image to check the hair looked
okay on the image .I’m really happy with
how it turned out because it looks sort of
realistic even though it is a cartoon
human. I think it fits well with the rest of
the facial features.
I created the eye brows detail and hair also using the paint tool.
I cut out a basic eye brow shape firstly so I had something to add detail to. To
create detail in the brows, I used the paint tool in the brown hair shade around
the edges of the brow and then I went in with the paint tool in the skin colour
lightly over the top; I repeat this until I was happy with how the eye looked. I am
happy with how the eyebrow looks because it is looks quite natural and bushy
like a normal eye brows would be.
To create the hair line I did basically the same thing as I did with the eyebrow. I
went over the edge of the hair line with the brown paint brush, to make it less
harsh. After, I went over with a skin colored paint brush to soften hair line. I
repeated these two steps a few times until I was pleased with how it looked. I
would say im happy with how the hair turned out because it doesn’t look harsh,
and I think ive done a good of mimicking strands of hair.
I created the eye using the polygonal lasso tool, shapes and the
paint brush. I created the white part of eye by using the polygonal
lasso tool and layer via copying. The blue part of the eye, the pupil
and small white dot were all created using the ellipsis shape tool.
To create detail in the eye, I used the paint tool to paint different
shades of blue on top of iris.
Overall, I think the eye looks quite good. My favorite part of the
eye is the iris because it is detailed. If I could change the eye ,I
would change the shape of the white part because close up it
looks an odd shape, however from fair away it looks acceptable.
On the shirt, I made a new layer to go on top of it. I
used the paint brush tool to draw lines to create some
sort of sewing look to the shirt. I think this looks good
because it add detail to the top, so its not just one big
block of colour. However, I think that it could have been
painted a bit neater , but it not an important part of
the poster.

14. technical and aesthetics qualities
i like the way this part of the poster looks. I
created the skeleton by rotoscoping. I had
to create many layers to make the skeleton,
however I didn’t have many problem with
managing them; I started working from the
top to the bottom of the skeleton and name
the layers as I went along ,so they’d be
easier to move in the future.
In regards to the skull part of the skeleton. I
like the teeth the most of all on the skull;
they are each a separate layer so they look
defined so they good from far away . I feel
like I could of added more detail to the skull
like shadowing or even lines to cracks; this
would give the skull dimension and make it
more detailed.

15. I really like how my beer mats look. I have created a square version and circle
version because beer mats can be either shape.
I liked that the blue background is bright so the beer mat stands out and it
makes everything stand out above it.
I’m glad I used red as the heading colour because it makes ‘what will you
choose?’ stand out to the audience. This is important because it is asking the
audience rhetorical question ,which makes them think ’what they will choose?’.
I liked the meaning the road and the drinks with the words related to the effects
of drinking and drink driving on top of them. This shows the drink is the cause of
these things happening and it shows negativity towards drinking and driving.
The words are harder to see on the wine glass because the red on the glass is
too dark; I think I would have to lighten the color to make the black text more
visible. I chose it to be a that burgundy color because I wanted it to be like red
wine. Instead of using dark red, I could try a peachy color or yellow gold colour
to mimic rose or white wine; this will make the black text on top of it stand
out.
When I put the two beer mats together, the ‘what will you choose?’ is
closer to the drinks in the circle beer mat than the square beer mat. I would
like to increase space between the ‘what will you choose?’ and the drinks
on the circle beer mat; I will make it smaller and readjust the where it is to
create a bigger gap. I think at the moment to small gap is acceptable
because I was working with a slighly smaller space than the square mat, but
I feel that if the gap was increase it would be easier for the audience to
digest.
Aesthetic qualities

16. Techical qualities
One of the techical aspects I came across was managing all the layers
I had created. I think this is an important part of creating something
because if you don’t manage them properly, you could get into mess
and it will affect the way your product looks.
Looking back at my Photoshop documents, I had so many layers to
keep control of, but I didn't’t seem to lose control of them. If I was
making something, I would first with the back ground first and then
created the things on top after , so they would already be in order.
For example, when I created the car keys I started making the black
background part of the key first, then the buttons on top of it, then I
start on the actual key and finally connected together with the key
ring.
It was easier to control the layers if I named them and linked them
together if I needed to. Naming allowed me to know what my layers
were, however I didn't end up naming some of them. Linking was a
useful tool so I could moved groups of layers around together.
Linking layers was especially useful when I was making my beer
mats; once I had positioned the words in the drinks, I linked them
together so they would stay together if I chose to move them.
In comparison, to this project and previous projects where I had to
manage layer I think I have definitely improved. I used to not name
or hardly name any layers, then I’d be confused about which one is
which and end up moving the wrong layer. I think now approach it in
a easier way of making the background things first before I make the
layers on top, I do it in order rather creating any old layer first.

17. Areas for development
I would like to change the font of the
drink the drink driving text text.