Task 1

Social Action and Community
Media
Existing Product Research
Savannah Hardwick

Case Study: RSPCA, Animal cruelty prevention advert
Purpose:
The main purpose of this advert
is to raise awareness of animal
cruelty and to campaign against
it. It is also there to provide
information to the public, and to
get the public to change their
attitudes towards this. It is also
there to challenge dominant
representation and agendas as
well as to bring about changes on
a global scale.
Aims:
The aim of this advert is to raise
awareness to the fact that
animals cant defend themselves
against abuse. It is a tool for the
RSPCA to raise money for their
charity.
2

Techniques:
The font used looks similar to that of a child's writing, by it being
messy and slanted. I think that having childlike font for the writing
shows connotations of innocence, which is essentially part of the
tone of the overall advert. The word ‘protect’ is also written in slightly
bolder and larger writing which is giving the audience a clear
message.
The colours used on the advert are very simple, having a white
background looks simplistic and the vibrancy of the red boxing
gloves make that part of the image stand out and draw the
audiences eye in.
The dog in the image is seen to be hanging its head in fear of the
boxing gloves which is another way of showing the message of the
advert. This further adds to the shocking tone of the advert.
The smaller text at the bottom of the page then reveals the reason
for the advert, and explains that the RSPCA are wanting to work at
animal cruelty prevention and are looking for donations.
The logo in the top right hand corner is in a bold colour that stands
off the page and also draws in the audiences eye.
3
Case Study: (campaign/organisation name)

Impact:
The impact of these advertisement
campaigns has been very beneficial
for the RSPCA. One of their greater
successes via adverts similar to this
one are that new framework laws
were created. The animal welfare
act created in 2006, due to RSPCA
campaigning, means that animals
can be protected from suffering and
danger.
Other positive impacts that the
RSPCA have helped create are
helping a law being passed that
prohibits importing wild-caught birds
in 2005.
4
Case Study: (campaign/organisation name)

Case Study: Brandon Knowlden, Obesity is Suicide campaign
Purpose:
The purposes of this
advertisement are mainly to raise
awareness to the effects of
overeating. This advertisement
wants to change peoples
attitudes and to provide
information on what the negative
effects of being obese are. This
advert is clearly campaigning and
wanting to bring about a national
change on the way we view
obesity.
Aims:
The aim of this campaign is to
make people more aware of the
negative effects of over eating
and what it can lead to, in the
case of this advert, it has led to
death. 5

Techniques:
There is a distinct lack of text on this page, but the text that has been
used is in the bottom left hand corner. The font is bold and the text is
written in capital letters, which are a way of showing the severity of the
issue being shown.
The advert is essentially just an image, the advertisers are hoping that
the image itself will be enough to grab the audience’s attention, and when
it does, it gains an emotional response from the audience.
The colours on the page are very dark and muted. there are no bright
colours used what so ever, this reflects the tone of the advert itself. The
sausages used in the image are shiny, and they stand out off of the
page, they are also very detailed looking, and you can clearly see what
they are symbolising.
The background is blurred which makes the image of the sausage stand
out even more off the page. The image itself is very shocking and clearly
gets across the point of the advert. I also think that because of the hard
hitting image, people are more likely to stop and see what the advert is
about, reading down to see the phrase ‘obesity is suicide’.
The smaller text at the bottom of the page then reveals the reason for the
advert, and shows that a doctor is offering solutions to obesity through
surgery., although the doctor himself never gave permission for his name
or practice to be used by the ad creator.
6

Impact:
When the adverts where initially released,
people thought that they were a campaign
for obesity. When further research was done
into the campaign it was discovered that the
creator of them, Brandon Knowlden created
them for his own benefit and then used a
Doctor William S. Peters, M.D, name on the
adverts. The advert itself was was never
campaigned to the public as it was
essentially an advert telling people to get
plastic surgery to ‘cure’ their obesity. It was
also nothing to do with the doctor himself,
and he had no idea the adverts were being
made. The campaign was therefore never
used.
Due to these adverts never being publicly
published, there was no official impact of this
campaign. You can see this by how obesity
is an ever growing issue.
7

Case Study: PETA, ‘’Here’s the rest of your fur coat’’
Purpose:
This advertisement by the nationally
known animal welfare group PETA’s
primary purpose is to campaign against
the use of fur in fashion. This particular
advert wants to raise awareness to the
fact that innocent animals are being
skinned for a consumers fashion needs.
The use of well known celebrities in this
particular add will help PETA bring
about national change, because more
people are likely to stop and look at the
advert featuring these girls. They want
to change peoples attitudes towards fur
as well as challenging dominant
representations and agendas, by
challenging what people think about
when they are buying a fur coat.
Aims:
The aim of this advertisement is to
challenge the way people think about
fur, and to campaign against wearing it
because of how we get it. 8

Techniques:
The bright, bold and eye catching colours on the page instantly draw the audiences
eye towards the advert. The use of the neon red on the image reflects the lights that
would be used on stage, which is where the two female models (singing group The
Veronicas) would usually be seen. Although they also reflect the red blood and body
of the skinned animals being held up. The black clothes that the models are wearing
contrast against the smoky background, the white floor and the neon lights used,
making them stand out off the page.
The image itself at first glance looks similar to a band poster, especially by the bright
neon lights and the set up models. But when you look closer you see that the singers
are holding up skinned animals. This image has then turned form something simple,
to something shocking and intriguing to the audience.
The main writing on the page is the slogan of the advert ‘Here’s the rest of your fur
coat’. This is written in slightly faded pink, so that you can see the image underneath
still, and is all in capitals. The use of capital letters instead of lower case lettering
shows how important the message is. The copy itself is very direct, talking
specifically to the audience, which will evoke an emotional response from them. I
also think that because the only writing is this one statement, PETA must feel that
their campaigns are well known enough to only need a small sentence to get the
impact that it requires. The only other writing is stating who the models are and what
the company creating this advertisement are.
The tone of this advert is seemingly upbeat at first glance, especially with the use of
reds, blues and pinks, but when looking further into the image you see the sincerity
of it. I think that because its such a bright looking advert people are more likely to
stop and look at it, which will help PETA because more people are viewing their
message.
9
Case Study: PETA, ‘’Here’s the rest of your fur coat’’

Impact:
PETA has had a massive effect on
animal welfare on a global scale.
The Queens Guards Ceremonial
Caps are made out of bears skin,
and very shortly this will be being
changed due to campaigning by
PETA and its volunteers. They also
use famous people, such as Ricky
Gervais, The Veronicas, Khloe
Kardashian, Olivia Wilde and many
others to help further their
campaigns. By having celebrities
involved in there group, they have
been able to reach a wider range of
audiences. Their research and work
has resulted in designers such as
Viviane Westwood from banning fur
in their collections.
10
Case Study: PETA, ‘Here’s the rest of your fur coat’

Case Study: Accessible Arts and Media
Purpose:
This is the home page of the website for
Accessible Arts and media. A group created in
York with the aim to help disabled and young
people the quality opportunities. They wish to
build relationships with subjects as well as
helping them to infiltrate mainstream media.
Aims:
The aim of this charity is to provide non
traditional groups with the ability to access
media.
Impact:
Accessible Arts and Media have created an
award winning project, Hands and Voices/ it is
a signing and singing group created in 1997
and was one of the first choirs of its kind in
the UK.
Techniques:
The website uses bright and bold colours that
are aesthetically pleasing and will draw the
audience in. the copy is written in a variety of
large and small sentences, that are upbeat
and give lots of information as well as being
easy to read. The overall tone of the website if
very upbeat and promising, it is clearly very
proud of the work they do and It come across
in the layout, colours used and the happy
images shown on the welcome page. 11

Case Study: Passive smoking prevention campaign
Purpose:
This advertisement for a stop
smoking campaign is focusing on
preventing passive smoking,
specifically so that people are
aware of how it effects children.
This campaign wants to bring about
a national change, it wants to stop
parents smoking in front of children
as the passive smoke can effect
their child. It wants to change
people attitudes, raise awareness
and provide information into
passive smoking, this campaign
wants people to stop thinking that it
is acceptable to do this.
Aims:
The aim of this campaign poster is
to make smokers aware that
smoking in front of a child can be
detrimental to their health, and that
it has to stop. 12

Techniques:
The dark and muted colours used in this campaign poster are very
representative of the tone of the poster. The only piece of colour on the
page is of the mucky orange colour of the cigarette buds. This draws
the audiences eyes to this part of the advert which is roughly in the
centre of the page. There is also a strong contrast between the black
and white in the image.
The writing on the page is in bold lettering at the top of the page, the
bright white of the text is a contrast against the dark grey of the
background and the smoke behind the text. The copy is a rhetorical
question that the campaigners are asking it audience. There is a text
hierarchy due to the text at the very bottom of the page being in very
small letting. The phase ‘prevent passive smoking’ is is the last thing
the audience will see, as it is as the very bottom of the page, and it is
typical of an audience to read downwards. The phrase ‘how many
cigarettes does your child smoke?’ is set out in a downward pointing
arrow, leading to the bottle filled with cigarettes as well as the smaller
text at the bottom of the page.
The image used is a baby bottle filled up with cigarette buds, and
smoke coming out of the mouth piece. This image is shocking to the
audience because it is not a sight that you would expect to see. The
image is placed in the centre of the page, which is where the readers
eyes will automatically be drawn to. The smoke coming out of the top
of the bottle is faded behind the text.
13

Impact:
Stop smoking campaigns have had a big
impact on helping smokers decide to quit.
Adverting has been a big tool involved in
this. In 2012, ‘Stoptober’ began, running
for 28 days, it was a way to show smokers
that if they can stop for 28 days then in
instantly becomes easier for them to stop
for good, this was one of many campaigns
that tried to show smokers how easy it
could be for them.
Although an impact has been made, you
cannot state for a fact that it was because
ofone stop smoking poster, or whether it
was a combination of the wide variety of
stop smoking posters.
14

Case Study: Conservative political party voting party
Purpose:
This campaign poster from the
Conservative parties main purpose is to
change voting behaviour. We know this
because the main point of the poster is
essentially persuading people Labour is
the wrong choice, therefore they are
campaigning for themselves whilst also
providing information to the public,
whether this information is true or not.
They are also raising awareness of the
fact that ‘you’d pay £1,250 more tax a
year under labour’, this phrase is
informative as well as being able to
change people attitudes towards the
labour party. This campaign poster is
also wanting to bring about local and
national change, by getting the public to
vote for the conservative party.
Aims:
The aim of this campaign poster is to
persuade the public to vote for
conservatives over labour, they have
chosen to give negative information
about them in order to do so. 15

Techniques:
This campaign poster has chosen to use black and red, both
colours which can be seen as aggressive and dominant, red is
also the colour of the Labour part. They have chosen to use white
for the colour of the text because it stands apart form the black
and red.
The main body of text on the page is stating negative information
about an opposing political party, by doing this, they are showing
the public that they don’t intend to do the same thing as Labour
and that they also think it’s a ‘bombshell’. By using the word
bombshell on the top of the poster they are instantly drawing in
the audience. The reader will see that word, see ‘labour’ and also
see the visual from the bomb in the middle of the page.
The use of a black bomb in the centre of the page is great
because it links the image with the tone of the poster and it also
links the statement at the top of the poster with it a well. I like the
way that the bomb is the only image on the page, and even then it
isn't a stand out image, it pushed into the background, making the
text the item at the foreground of the poster.
The audience will only know that this is a conservative party
poster by looking at the small writing in the bottom right hand
corner, which just simply says ‘conservative’ in bold, black capital
letters. All the writing on the page is in bold, clear and easy to
read capitals. This makes it easier for the audience as well as not
complication a simple and effective campaign poster.
16
Case Study: conservative political campaign poster

Impact:
This political poster was from the 1992 general
election, the conservative party won for the
fourth year in a row.
They won with 77.67% of the votes.
Conservative leader at the time Neil Kinnock
believed that the support form the press and the
campaigning were the reason they won the
election. He said ‘’the conservative supporting
press has enabled the conservative party to win
again’’
(http://www.independent.co.uk/news/uk/exclusiv
e-how-did-labour-lose-in-92-the-most-
authoritative-study-of-the-last-general-election-
is-published-tomorrow-here-its-authors-present-
their-conclusions-and-explode-the-myths-about-
the-greatest-upset-since-1945-1439286.html)
17
Case Study: Conservative Political part campaign poster

Case Study: Conservative political party voting party
Purpose:
This don’t drink and drive campaign
poster has one main purpose, to
change peoples attitudes about drink
driving. The Think! Campaign want to
raise awareness to the fact that drink
driving is incredibly dangerous not just
for you but for others around you. This
posters does these things, as well as
providing information in the form of the
slogans at the bottom of the page.
Essentially this campaign wants to bring
about national change, it is campaigning
for more people to think and be
responsible when drinking. It is also
working to build a relationship with the
subject, further understanding it.
Aims:
The aim of this campaign poster is
to change peoples attitudes of
thinking that drink driving is ok, it is
showing you how its not in a slightly
comical way. 18

Techniques:
The image used on this poster is that of a pint glass filled with
beer and inside that glass is a fish and a crashed car. This image
is fun and colourful, the bright yellows and oranges instantly draw
the audience into the poster. The image is also in the centre of the
page, surrounded by white.
The font used is easy to read and in lower case letting. The
campaigners have chosen to put the writing in grey, which is a
less dominant colour than black, I think they have chosen to do
this in order to make the poster look more approachable then if it
were all bold in your face colours. The main message is towards
the bottom of the page and is written in bright red. This colour
signifies how important the message is ‘leave the car at home’ is a
direct command made towards the audience, ‘don’t drink drive’ is
then reiterated in grey afterwards.
The tone of the poster seems quite relaxed and almost happy,
especially with the choice of bright colours, but the message of
the campaign is something more sinister.
By putting the logos of the Think! And Roads safer campaign at
the bottom of the page, makes it the very last thing that the reader
will see, which further imprints the message of the campaign into
the audiences mind.
19
Case Study:

Impact:
The results of the think! Drink driving
campaign have shown that peoples beliefs
of drink driving have changed drastically
from 2007- before the campaign began, to
2013. Research done has shown that
people attitudes towards drink driving have
changed, especially in men ages 30 and
over.
Although people feel that advertising and
campaigning has played a big part in the
small drop in drink drivers, but in fact it
shows that police presence and family are
just two of the precautions that have
proven more effective than road safety
advertising.
20
Case Study:
https://www.gov.uk/government/uploads/system/uploads/attach
ment_data/file/8087/think-annual-report-2011.pdf
https://www.gov.uk/government/publications/think-drink-driving

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