The document provides information on four case studies of posters created for social causes: Hope Against Cancer, Society for the Protection of Animals, and NSPCC. For each case study, it describes the aims, purpose, techniques used in the poster design, and impact of the campaign. The posters aimed to raise awareness of their issues and solicit donations through emotionally compelling visuals and messages that resonated with audiences.

1. Social Action and Community
Media
Existing Product Research

2. Case Study: Hope against Cancer
Aims:
The aim of producing this poster is to attract the general public to the information that is being
given about the need for funds towards the research into cancer. Having the contact number
and website included in bold on the poster is pushing people to get in touch and volunteer to
give funds to the charity. The poster is aiming to eventually be able to have more money to fund
research into cancer so that potentially more people can be cured and cancer could possibly be
prevented. Also it would mean that people who already have cancer could be helped and cured.
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Purpose:
The purpose of this poster is to try
and bring people attention to the
impact that cancer can have on
peoples lives, and make the public
realise that cancer can effect different
people in many different ways. The
poster’s purpose is to inform as many
members of the public as possible
about how in order to cure cancer and
help people who do have cancer,
research into the disease has to be
done, this cannot happen with out
funding from the public.

3. 3Creative Media Production 2012
Case Study: Hope against Cancer
Techniques:
First of all the main technique that has been used is the use of the subject within the image.
The topic of the subject is a very sensitive and personal topic, so using a ‘normal’ teenage girl
as the subject means that the public will be able to relate easily to her. They will see the image
and it will link the fact that the subject just looks like any normal person, however the text on
her hands states that she has cancer, which is effecting more and more of us every day. This
means that it makes the poster become immediately more personal as it is making you think
more about your life and the life of the girl in the image. The colours are bright and colourful,
which clearly represents the ‘hope’ that the advertisement is trying to achieve. Also having
bright bold and clear colours and lighting will make the product stand out more and means that
people will be more likely to view the poster as it is eye-catching. There is a clever visual pun
within the image too, the fact that the text is written on the subjects hands, which are both held
up visible to the audience, then the phrase “Give a helping hand” has been used, which will
draw the viewer in as it makes the poster easy to consume and will sit well with them, it is also
psychologically beneficial to the public because by drawing the audience in with something
funny it will subliminally inform them of something serious in a lighter way which is easier for
the consumer to process.

4. Impact:
After conducting some research into
the Hope against Cancer campaign I
found myself on the charities website
where there was many different
sections talking about the success and
effects that the campaign has had so
far. They have mentioned within their
web page about how the charity is
local, and within their local community
they have managed to raise an
enormous amount of money. Due to
this they have been able to fund 31
different research projects where they
have been able to look into many
different types of cancer in order to
achieve their aim of the prevention of
cancer. They also go on to talk about a
new grant that the charity has been
awarded in order to fund even more
research that they hope will have a
large positive impact on future
sufferers.
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Case Study: Hope against Cancer

5. Case Study: Society for the protection of animals
Aims: The aims of this campaign is to help fight against the use of animals in cosmetic testing.
The poster is asking the public to donate €1 to help the charity treat any animals that have
been effected in a negative way by animal testing. The aim is to shock the public into thinking
more about what they buy and if the products that they do buy have been tested on animals,
hopefully the aim of this poster will be to make the public buy products that have not been
tested on animals.
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Purpose: The purpose of this
particular image is to inform its
audience about the sue of animal
testing and the effects it will have on
the animals that are being tested on.
Although the photograph is not very
realistic and the text is very small it is
still very apparent as to what the
message and purpose of this image is
- to inform the public about animal
testing and to portray it in a negative
light.

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Case Study: Society for the protection of animals
Techniques: This image is very cleaver as it has used a situation which is very unrealistic,
look realistic. The fact that there is a woman posed in usual way for a cosmetic advertisement
makes the viewer initially think that the poster is a normal advert. Then the second subject that
you notice is that this image is very different, the cosmetic product that you assume to see in
the woman’s hand, is in fact a miniature dog, this is a very well constructed visual pun. Using
this method is a very good way of drawing people in to look at the image twice, the fact that the
text is very small and not bold at all makes the viewer more interested and concentrate on
reading what the text says and linking it to the image in order to understand the full message
and meaning of the poster. Having the back ground colour of the photo dark works in contrast
with the light colour skin of the woman, making her stand out more. This again makes the
viewer concentrate more on what is in the woman’s hand and this will then go on to make the
audience very curious and intrigued as to what the message of the image will be as the
[photograph is very abnormal.

7. Impact:
There has been a large impact from this
particular organisation, within the EU of recent.
The campaign for the society for the protection of
animals was actually a local Italian organisation
and charity (Ente Nazionale Protezione Animali)
which then became global and known for their
campaign against the use of cosmetic testing on
animals. The efforts of their campaign became
mostly apparent when the EU decided in 2013 to
ban all animal testing. In Italy there has been a
rehab centre opened up specifically for animals
who have been tested on and are in need to
special medical attention. This has obviously had
a massive positive effect in making the general
public more and more informed about animal
cruelty and testing. If more people are aware of
this then it means that more cases will be
reported and more cases of animal cruelty and
testing will be stopped.
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Case Study: Society for the protection of animals

8. Case Study: NSPCC
Aims: The aims of this poster is to try and collect as many donations as possible so that the
NSPCC are able to achieve their goals of helping children who have been abused and try to
prevent child abuse all together. Their aims are to try and change legislations and laws to
ensure that child protection is at a high level both locally and nationally. The NSPPC aims to
keep child protection at the high end of both the political agenda and the public eye. They
cannot achieve any of their goals without proper funding, so the aim of this poster is to try and
fun the different projects that they are running by calling out to the public and seek for help.
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Purpose: The purpose of this poster is to make the general
public more aware of the fact that child abuse is happening all
over the world. The poster is trying to make the viewed
personally think about how they feel about child abuse. The
natural reaction to child abuse will be a negative one therefore
the viewer will be feeling righteous, and want to stick up for
the children and help them, therefore this poster is helping the
public and letting them know that there is a simple way to help
the children – donating money to this charity. The charity’s
phone number and e-mail address is included on the poster
which means that the purpose is to inform the public that they
can in fact make donations over the phone and online, which
will be very appealing as it is a fast and easy way to help the
prevention of child abuse.

9. 9Creative Media Production 2012
Case Study: NSPCC
Techniques:
The fact that the language used in this poster is very
personal, addressing the audience directly is a very
effective way of grabbing the audiences attentions as
they will feel like they are being asked a direct question
when looking at this poster. This means that they will be
thinking more about the message of the poster and they
will be thinking about their own emotional reaction to the
subject. The colours that have been used within this
poster are all within the well known colour scheme of the
NSPCC, which is a very well known charity, this means
that before reading the message on the poster, people
will automatically be able to know that the poster will be
tackling child abuse. The imagery that has been used
withi9n this poster is very clever, this is because people
know that punch bags have a specific use – they are
made to be punched repeatedly. The fact that they exist
must mean that it is not good for a person to be punched
repeatedly as someone would do with a punch bag.
Making the connection between a child and a punch bag
creates an immediate negative response, which endues
a feeling of needing to help the situation – which will
ultimately mean that more people are going to be likely
to make donations to this charity.

10. Impact: After conducting some research I went on the
official website for the NSPCC charity and found a large
amount of information from the techniques of the work that
they do, to how to start working within the charity. There
was a whole page dedicated to the charity’s achievements.
After reading this I found out that over the past 10 years the
charity has achieved many of its goals; they have been able
to increase the penalty for sexually abusing children, they
have built an online protection service for children so that
there is extra safety for children who are using the web.
They have been able to help other local agencies like the
police and the children’s services to work better together.
They have brought about a new offence, which is titled
“causing or allowing the death of a child or vulnerable
adult”, which was first used successfully to convict someone
in 2006. They have been able to make attending court more
comfortable for children, the government have pledged 313
million over a period of five years to the NSPCC in order for
them to make their services better and they were therefore
able to expand their call centres and help more people
calling in for help. Over all the charity’s impact has been
extremely positive, more and more people are becoming
aware of child abuse, and more and more people are being
punished for any offences they have committed.
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Case Study: NSPCC