The document discusses the layout and design elements for a social media campaign for a homeless charity. It recommends using bright primary colors to catch attention and convey a positive message. For images, it suggests either one large main image or a collage of multiple images to effectively get the message across. The ratio of text to images should provide enough information to engage readers without overwhelming them. Sans serif fonts are recommended for readability. Overall, the design should feature striking, realistic photos of homelessness to grab attention and emphasize the issue.

1. Social Media
Charlotte Shaw

2. Homeless Charity Campaign
Colour Scheme
Layout
Font Style
Copy
Images
The colours are very important
to an advertising campaign as it
sends out a clear message to
the audience, and conventions
behind such schemes as it can
very easily represent something
in a negative way.
Dark;
• Reds, Navy
Blue, Greens
Primary Colours;
• Orange
• Yellow
• Green
• Purple
• Blue
These colours will be good at brightening the mood
and sending out a positive attitude and also is a good
way of catching the attention of the reader.
Examples could be sash which use a very similar
colour scheme,
One large main image; this would
work effectively as the message
can be clearly seen, which captures
the attention of the reader without
being to busy or overcrowded with
images
Multiple images; creating a collage
effect that help to hit home the
message even more, showing the
effects that it can do.
Equal ratio of text to image;
making sure that the text is good
quality information that draws the
reader in and the quantity
matches, so it is stating something
that they will remember and hook
the reader, and so this ratio would
work well for leaflets as it gives the
reader more information into the
topic
More image than text ; this could
work well for a poster especially in
a busy city centre where people
only have a few minutes to pass,
so an image that creates impact
and works well, from research
many people find to much text
overpowering and so will not
continue reading.
Sans serif; from research gathered may advertising campaigns use a sans serif font as it is clear
and readable for all ages and will go well with a simplistic font.
Serif ; would work well because it directs the reader through the page , and is good for
following the eye. It can also look more creative and graphic which would be used for the main
title instead for the main copy of text
Size; making sure that the text is to an adequate size that doesn’t over fill the page and make it
look over crowed but big enough the be seen from a far which will then capture the attention
of the reader to then find out more
Depending on the age group for the advertising
campaign a different type of language may be used
Formal- this language is aimed towards the more
older generation and a sophisticated and well known
global company which helps to show how
professional and high quality it is
Informal could be used as an alternative for smaller
local charity's that target the younger generation
because with this they can relate alto easier to the
reader, therefore engaging the reader.
Short snappy sentences would work well at keeping
the reader interested, and stating the facts in a form
that will bring to the attention of the reader.
The images featured will have to be striking and eye catching
that show this very realistic and tragic issue in todays society,
that really hit home this message at grab the attention of the
reader
The image will be the main focus of the advertising campaign
as I feel that the image would work better at expressing this
issue, and so the ratio will be more image than text.
One main image will work better as the simplistic tone of the
advert will express the high quality and professional feel of the
company
I will use as little editing as possible to show the reality of the
situation, that will either be sourced or shall be photographs I
have taken myself
Monochrome;
• Black
• White
• Greys
Along with these very muted tones
that reflect the mood and effects of
homelessness another brighter red
could be added as a key colour the
brighten it up adding a sense of
emergency and highlights the key
areas.
Neutrals and pastels;
• yellows
• Oranges
• Reds
• Browns
• greens

7. TITLE
MAIN IMAGE
CONTACT
DETAILS
LOGO &
SLOGAN
CONTACT
DETAILS

8. TITLE
CONTACT DETAILS
LOGO &
SLOGAN
MAIN IMAGE

9. IMAGE 3
IMAGE 3
IMAGE 3
TITLE AND SLOGAN AND CONTACT DETAILS
LOGO

10. TITLEANDSLOGAN
LOGO
IMAGE 1
IMAGE 2
IMAGE 3
CONTACT DETAILS

11. Copy;
Statutory homelessness (England):·
- 56,210 households in temporary accommodation (June 30, 2013)
- 73% of acceptances are people with dependents or pregnant women
The main reason for a person or household becoming homeless is that relatives or friends are
no longer able to accommodate them (30%)
- Approximately 20,000 people annually are found to be homeless but not in priority need·
- Approximately 8,000 people annually are found to be homeless but not entitled to housing as
a result of being intentionally homeless
Rough sleepers
-The Government rough sleeping figures for England indicated 2,309 people slept rough on any
one night in England (Autumn 2012). Doubts are emerging over some estimates where some
councils may have misinterpreted the need to estimate the figures on any one night, and have
returned higher figures for a longer timescale.
- A mixture of street counts and estimates indicated 557 people slept rough on any one night in
London·
- 6,437 different people slept rough over a year in London (April 1 2012-March 31 2013)
Hostels·
- 11,484 hostel and longer-term bed-spaces in London
- 40,000 hostel and longer-term bed-spaces in United Kingdom
- At least 75,000 individuals use hostels over a year
Hidden homeless
- Estimated at 400,000.
Sourced from the internet;
It could happen to you
Donations shows appreciations
Give so others can live
Don’t delay give today
What have you given today
Actions speak louder than words give today
Help today because tomorrow you may be the
one who needs help
No place like home