task 1

Social Action and Community
Media
Existing Product Research
Ryan Goldsmith

Case Study: (campaign/organisation name)
Purpose:
one of the main purposes of this poster is to
change peoples way of thinking about the use
of animal fur. It is trying to raise awareness
about the topic and show people something
that they may have taken for granted before.
This is trying to promote the ideal that it is
wrong to use animals for fur and is a needless
thing to do. Another big thing that they are
hoping to achieve from this is to bring about a
global change with regards to this.
Aims:
The aim of this poster is to try and bring an
end to the use of animal fur in the world and
eradicate the needless suffering of these
animals worldwide. They aim to bring more
information to the public about this and hope
that people will react in a positive manner and
want to have an impact on the subject.
2Creative Media Production 2012

Techniques:
The image that they have chosen to use for this poster is that
of a cute little baby tiger. This is obviously because they feel
that this will have more of an impact on people as it makes
the atrocities seem worse in comparison to if they used a
vicious looking adult tiger.
They have chosen to use a very simple colour scheme and
font which makes the text clear to read. The fact that the
question is in a large helps to bring your attention to it faster
and gets you thinking before you have even read the rest.
There is a very dark and morbid tone to the poster using
references to do with death and suffering. This can often be
used as a shock tactic to get people on bored with the
concept that is being broadcast because of the nature of the
subject.

Impact: Evidence of any change being brought about through projects
using words and or graphics.
In 2009, there were approximately 300 fur
farms in the United States. Wisconsin has
the most farms (71), followed by Utah
(65), Oregon, Minnesota, and Idaho. In
2011 over 3 million mink were killed for
their pelts in the U.S, all in the name of
fashion. In Wisconsin, farmers killed and
skinned 1,050,580 mink, while Utah
murdered 698,960, up 9% from 2010.
http://www.lcanimal.org/index.php/campaig
ns/fur/fur-trade-facts
This article on the left shows that there
has been an increase in some aspects
of the fur trade and this shows that the
anti fur campaigns that have been
running haven't had the desired effect.
In the rest of this article there is no
evidence that the anti fur protests and
campaigns haven‟t imposed themselves
on the thoughts of the fur trades and
farms in the way they wanted.

Purpose:
The main aim of this poster is to
change peoples voting behaviour
and to change attitudes. It is also
a campaign to gather more
people for the cause. It is trying to
influence and bring about change
on a national scale. They will be
aiming to build up new and
stronger relationships with
subjects.
Aims:
The aim of this poster is to get
people to vote for Cam Brady in
the mayoral election and to
therefore make him win. They
essentially want to get his image
and thoughts out to the public on
a larger scale.

Techniques:
This poster has used a number of different techniques in
order to try and achieve what they set out to do, one of which
is the choice of font. A very clear and easy to read font has
been chosen. The colours used are also interesting as they
are the colours that are found on the American flag. The word
„vote‟ has been done in a red font which draws your attention
to it and makes it stand out.
The image that has been used portrays a strong partnership
between husband and wife which gives a sense
trustworthiness and the image of there being a strong family
bond. The image gives you the feeling that they are very
patriotic and this will often influence peoples way of thinking
because they assume that it is best for their country.
As for copy there is a minimal amount of text to read on the
poster which helps to drive the point home that they are
trying to make also this means that there is also a better
chance that you will stop and take in what they are saying.

Purpose:
The main purposes of this advert
is to change attitudes, raise
awareness and bring about
global change. This also helps to
provide information to the public.
This is also a campaign to
persuade people to think more
about where they are smoking
and also who it effects.
Aims:
The aim of this advert is to put a
stop to second hand smoke and
more specifically children second
hand smoking. Also this is to
make people more aware of what
they are doing to others which
may not have a choice in the
matter.

Techniques:
This advert uses a clear and concise text which is very easy
to read and stands out. This is helped by the fact that it is
printed on a black background.
The image that has been chosen is of a baby bottle, this has
been used to drive home the point that this is effecting
everyone and eve people that cant stop it for themselves.
This is the type of image which will have a better effect on
parents with young children because they are able to relate
to it.
The question that is asked is in a very serious tone and is not
a joke, it has been used to grab peoples attention when they
see this.

Impact:New York A statewide smoke-free law in New York took effect in 2003.A study found high levels
of compliance with the law throughout the state (i.e., in bars, restaurants, and other hospitality
settings).2Furthermore, inspections conducted in New York City within 1 year after the law took effect also
found that 97% of restaurants and bars were not allowing smoking, had removed ashtrays, and had
posted "no smoking" signs.3New York Before law took effect 1 month after law took effect
Proportion of bars, restaurants, and bowling alleys that were smoke-free 31% 93%
California A statewide smoke-free bar law took effect in California on January 1, 1998.A study found that
patron compliance with the smoke-free law increased significantly over the course of 4 years.4CaliforniaIn
1998 In 2002
Patron compliance with smoke-free law in stand-alone bars 46% 76%
Ireland A national smoke-free law took effect in Ireland in 2004.A telephone survey found a significant
decrease in observed smoking in workplaces, restaurants, and pubs within 1 year after the law took
effect.5Ireland Shortly before law took effect 1 year after law took effect
Adults who observed smoking in workplaces 62% 14%
Adults who observed smoking in restaurants 85% 3%
Adults who observed smoking in pubs 98% 5%
http://www.cdc.gov/tobacco/data_statistics/fact_sheets/secondhand_smoke/protection/compliance/index.htm
These stats show that there has been an effect on the amount of places that are stopping people from smoking
around others, this shows severe changes and a compliance with the law. This could be because of the
campaigns that have been running over the years. If so then they have made a huge step towards succeeding
with what they set out to do.

Purpose:
The main purpose of this advert and
others like it is to bring about global
change, they want people to stop
smoking and are campaigning in order
to achieve this. This is also to raise
awareness of what smoking can do to
you because things like amputation is
not something that you would think of
when it comes to the effects of smoking.
This means that they are also providing
information to the public about the
effects.
Aims:
Obviously the main aim of this is to
influence people to stop smoking and to
essentially bring a change to the world
for the better.

Techniques:
This advert has used a powerful image to shock people, the
image of a woman looking dejected and having had some of
her fingers amputated is one that would have an impact on
people and make them think about what they want. I think the
idea behind having this image is to show what has happened
to a normal everyday person and when you know that
something like this could happen to you it will have a more
profound effect on your thought process.
The choice of tone in this advert is quite a dark one because
it says that she made a simple decision and it has caused her
so much pain and suffering for no real reason.
They have chosen a text that is simplistic and easy to read
this helps with the clarity of the message that they are trying
to get across. They have used a black background to help
the image and text stand out.

Impact: this graph shows that there has been a severe decrease I the percentage of
people that smoke it has approximately dropped 45% in men since 1948 and is still on the
way down, there has also been a decrease of around 20% in women too an this has helped
with the decline in the number of people with lung cancer. This shows that the anti smoking
propaganda and campaigns have had a profound effect on the numbers.

Purpose:
The main purposes of this advert are to
change people voting behaviour and to
also bring about change on a national
scale. Another reason reason for this
advert is to campaign for the
conservative party. This is also out there
to change peoples attitude towards the
different parties.
Aims:
The aim of this advert is to influence
people to vote for the conservative party
rather than the labour party. They are
also aiming to change peoples opinion
of the labour party and make them think
less of them.

Techniques:
In this poster they have decided to use a very large font for the top
text, this is something that has been done in order to get the
statement into peoples heads and make them take note of the
accusation made.
They have also used an image depicting a large number of people
walking towards a sign saying „unemployment office‟ this has been
used to back up and emphasise the claims that they have made that
“labour isn‟t working”.
They have used a blunt tone in this poster which cuts deep and gets
to the point straight away. They have been clear about what they are
trying to achieve with this poster and that makes it easy for the
viewer.
They have kept the copy to minimum which makes it easy to read
and means that you don‟t get bored or deterred by large pieces of
text that can be a chore to read.

“The Conservative party‟s 1978 poster of a snaking line of people queuing for the
unemployment office under the slogan „Labour isn‟t working‟ has been voted the poster
advertisement of the century [by the trade magazine Campaign ]. Created by the Saatchi
brothers, the poster is cited as instrumental in the downfall of James Callaghan‟s Labour
administration in the 1979 election and the rise of Margaret Thatcher, partly because he rose
to the jibe and complained [about the poster in Parliament]. It also marked a sea-change in
political advertising as, aiming at traditional Labour supporters who feared for their jobs, it
was the first to adopt the aggressive marketing tactics which characterize modern elections.
The BBC has a story on the background of the Labour poster and how the photo was
faked.“News that people in the advert were „actors‟ and not genuinely unemployed had
leaked and Healed said the Conservatives were dishonest, reaching a new low by „selling
politics like soap-powder‟.But Labour politicians were not hawk-eyed enough to spot that the
basic „deceit‟ was compounded by using the same few people over and over. Walsh had
ensured that the volunteers‟ faces were out of focus and could not be recognised.Since then
the tactic of putting up a deliberately controversial poster on a few bill-boards - and then
reaping millions of pounds of free publicity as TV and newspapers report the fuss has
become a standard and cost-effective tactic for advertisers.When the election was delayed
until the spring of 1979 the Saatchis brought out a second version of the poster with the
legend „Labour still isn‟t working‟.After the election Lord Thorneycroft, Tory party treasurer at
the time, claimed that the poster had „won the election for the
Conservatives‟.”http://backspace.com/notes/2002/09/the-poster-that-won-the-
election.php

Impact:
The slide before shows how much of an impact people thought that this poster had on the
election in 1979. People feel like this poster was detrimental to the campaign of the labour
party this is one of the reasons why it was voted “best poster of the century”. The poster
gained masses of publicity because of the blunt nature of it and the fact that some people
had become aware that the image was faked and had been staged using actors and a
repetition of the same people over and over throughout the line of people.

Purpose:
I feel that the main purpose is to bring
about a global change and raise
awareness of subjects like this. They
have put a phone number and web
address so it is also a way of providing
information and help to those that have
been effected by this type of thing in
some way. This is also trying to
strengthen community ties and
influence people to come together to put
a stop to this happening. It is trying to
change peoples attitude towards this
and make everyone notice that this is
happening within our society and needs
to be stopped.
Aims:
The aim of this poster is to help and try
put a stop to child abuse
happening, they want to make people
more aware of the type of things that
are happening out there.

Techniques:
The first thing that you notice when you look at this poster is the
large image of a crying child. This is something that is quite shocking
to some people and would have a serious impact on the way that
people think when they see it, it helps to show the sad truth of what
is happening. The image has been centred an made large enough so
that it takes up the majority of the space which makes it very
powerful as it cascades over the poster and is the main focal point of
it. This girl looks to be very badly hurt in this image with bruises and
bumps everywhere this helps to illustrate the point that they are
trying to make.
The text that they have chosen to use is in bold and therefore easy
to read, they have chosen to put „stop‟ in red so that it stands out
from the rest and allows you to see exactly what they want to
achieve from these types of public outreaches.

A report of child abuse is made every ten seconds*More than five children die every day as a result of child
abuse. Approximately 80% of children that die from abuse are under the age of 4. It is estimated that
between 50-60% of child fatalities due to maltreatment are not recorded as such on death certificates.
More than 90% of juvenile sexual abuse victims know their perpetrator in some way. Child abuse occurs at
every socioeconomic level, across ethnic and cultural lines, within all religions and at all levels of
education. About 30% of abused and neglected children will later abuse their own children, continuing the
horrible cycle of abuse. About 80% of 21 year olds that were abused as children met criteria for at least
one psychological disorder. The estimated annual cost of child abuse and neglect in the United States for
2008 is $124 billion.
Case Study: (campaign/Child Help)
http://www.childhelp.org/pages/stati
stics

Impact:
The previous slide shows that despite all the campaigns to help put a stop to child abuse in
the world there is actually an increase in the amount of fatalities that are occurring as a
result. And it shows that in America this number has risen to 5 deaths everyday from child
abuse. The stats have been steadily rising for the past few years and this is a worrying thing
because it means that despite all the efforts of the people that make and drive these types of
charities and campaigns there are still people out there that are abusing children. It is a
shame to think that this is happening despite peoples best efforts.

Purpose:
The purposes of these types of images is to
change peoples voting behaviour and to change
peoples attitudes towards a certain political party.
This is something which soon infiltrated the
mainstream media and also made way for non-
traditional groups to gain access to the media to
get their viewpoint across to the nation. They
were trying to bring about change and influence
how the country was being run.
Aims:
The aim of this image and others like it seem to
be for one reason and that is to deter people
from voting for David Cameron.

Techniques:
This image has used quite a plain and easily readable text
this allows for the viewer to see clearly what the text has to
say. There is not a huge amount of copy on the page which
makes it good and powerful because you can get straight to
the point.
The tone that has been used in this image is indifferent
because it has two side to it. Firstly the thought of him
actually killing the kitten is ridiculous and would never
happen and is a joke, this sort of thing is used to mock the
way he does things. Secondly the thought of someone
actually doing that is quite mortifying so it also ha a slight
shock factor to it even though you know its not for real.
The use of the cute kitten in the image is one which could
influence some peoples opinions because of a sense of
wanting to protect it.
The colours that have been used are consistent with the
type of colours you would normally see on campaign
posters, they are bright, vibrant and friendly colours and
this adds a certain juxtaposition to the whole thing since
there is the topic of murdering a kitten on it too.

Impact:
New Prime Minister David Cameron has said his "historic" Conservative-led coalition
government will be united and provide "strong and stable" leadership. In a good-humored
press conference with Lib Dem leader Nick Clegg, who is now deputy PM, he said they would
"take Britain in a historic new direction". Their agenda was to cut the deficit, support
troops, clean up politics and build a "stronger society". Mr. Clegg acknowledged "big risks"
but pledged a "bold, reforming government". He is among five Liberal Democrats appointed
to Cabinet posts, something Mr. Cameron said showed "the strength and depth of the
coalition and our sincere determination to work together constructively". The coalition is the
first time the Conservatives and Liberal Democrats have had a power-sharing deal at
Westminster and the first coalition in the UK since the Second World War.
http://news.bbc.co.uk/1/hi/8676607.stm
From this we can see that this attack on David Cameron didn‟t work quite as well as they had
perhaps hoped as the election resulted in a coalition so there was not one clear winner or
loser, yes the protests may have had an impact on the election in some way but it was not
enough to change the outcome entirely.

Purpose:
The main purpose for this advert and others like it is to
change peoples opinions and bring about a global change
in the way that people view the gay community. They are
trying to build up relationships with subjects in order to
make people see that this is an everyday thing and
people are gay and there is nothing wrong with that, the
more that people are exposed to about it and the more
they know the easier it will be for them to accept. They
are trying to challenge dominant representations and
agendas that people have held for many years and get
people to change with the times and realise that they are
being naïve by not accepting the gay people. This can
also be seen as a campaign that is trying to ensure that
the gay community has the same rights as any other
person.
Aims:
The main aim of this image is to challenge and change
peoples way of thinking towards the gay community. They
want to make acceptance of the gays a given and not
something that people should have to fake.

Techniques:
This particular poster has kept it simple with regards to layout and
font choice. The font is in large print and is clear to read. The copy
has been split into two parts both with a very bold tone to them just
making a statement and being clear and concise about it. They have
used two separate colours to make it easy to decipher the two parts.
They have used white and black against a red background which
makes the text stand out. The use of an exclamation mark at the end
helps to give you the sense that they are being blunt with you and
that it is just something that you should do.

The rise in support for same-sex marriage over the past decade is among the largest
changes in opinion on any policy issue over this time period. A new national survey finds that
much of the shift is attributable to the arrival of a large cohort of young adults – the Millennial
generation – who are far more open to gay rights than previous generations. Equally
important, however, is that 14% of all Americans – and 28% of gay marriage supporters – say
they have changed their minds on this issue in favor of gay marriage. The long-term shift in
the public‟s views about same-sex marriage is unambiguous. Polling conducted in 2003
found most Americans (58%) opposed to allowing gays and lesbians to marry legally, and just
a third (33%) in favor. The new survey by the Pew Research Center, conducted March 13-
17, 2013 among 1,501 adults nationwide, confirms that these figures have crossed, with 49%
supporting same-sex marriage, and 44% opposed. http://www.people-
press.org/2013/03/20/growing-support-for-gay-marriage-changed-minds-and-changing-
demographics/

The previous slide shows how peoples opinions and views toward the gay community have
changed over the years for the better. This shows that campaigns and posters such as this
one have had an effect on the public in the way in which they were hoping for. The graph
shows that over the years there has been a crossover between the people that oppose gay
marriage and the ones that are for it. The statement also shows that there is a good
percentage of gay rights marriage supporters that have changed their mind over the years in
favor of the gay community.

Purpose:
The main purpose of this particular campaign is to bring
about a global change in the way that people view those
with disabilities. They are aiming to change peoples
attitude and to raise awareness about the different
conditions that these people have and to show people
that they are equal to every other person and should be
treated as such. This is a great example of how a non-
traditional group has managed to be integrated into the
mainstream media as this group of people wouldn‟t
normally get this type of exposure to speak their mind and
voice their opinions in the way that they have been able to
here. This is also a good way to build up relationships
with subjects and allow people to get a better idea of
people with difficulties and help to understand how some
people make them feel.
Aims:
The main aim of this campaign was to get people to
change how they view those with learning or mental
disabilities and make them realise that what they are
doing is disrespectful and hurtful. It tries to show how it
has an impact on them and encourages people to
change.

Techniques:
In these images the company has had help from people with actual
disabilities to spread the message and to come up with their own
ways of showing their feelings to the public. The slogans that have
been used on the t-shirts were actually designed and thought of by
the people in the images this gives them the ability to get their own
thoughts and feelings across to the public. This gives you the sense
of reality and makes you think about how this is actually having an
impact on these peoples lives and what they think about it.
The slogans that they have come up with seem to be said in jest and
sarcastically which I suppose is a good thing because they are rising
above the people that make comments and judge.
The tone of the copy is giving you a clear indication that it is coming
from the person wearing the shirt which adds to the intimacy of the
image.

“Without the short break carers who look after Mirren I don‟t know what we would do. The
difference it has made to all our lives is amazing. For Mirren it is different faces, different
outings, different everything and she absolutely loves it. And now I am used to having that
time with Stevie I realise it is important we get that break if we are to keep everything going.
It has had such an impact in our lives.”
Anne says, “The branch is a fantastic way of focusing on what people are capable of rather
than their disabilities. The positive effects supporting has on the folks and their families is
wonderful. The more people involved the quicker this message can be
spread.”http://www.enable.org.uk/aboutus/Documents/Annual%20Review%202012%20WEB.
pdf
If you go to this website you will see more examples of what an impact Enable has had on
the community and how much people have appreciated and noticed the changes. Now there
are more and more campaigns running to help people with all kinds of disabilities. You can
see how more people are getting involved with the company and bringing all of their different
ideas for how they can help to influence peoples lives and change them for the better. The
impact that Enable has had has definitely been a positive one and has helped a large amount
of people and also helped people realise that just because they are different to some of us
they should be respected just the same as you or I. campaigns such as this are having an
impact because the more people that see them the more they will want to become involved
and also help.
Case Study: (campaign/Enable)

Case Study: (campaign/NYWAG)
Purpose:
One of the main purposes of this particular campaign is to
strengthen community ties and bring people together to
stand up for their local area. They are trying to raise
awareness and change peoples attitudes towards the
incinerator that is being planned to be opened in the
North Yorkshire area. This is also a good way of infiltrating
the mainstream media because they have gained
exposure in newspapers, magazines and TV like on look
north. They are trying to bring about local change so that
the local community is not caused any inconvenience by
the whole thing.
Aims:
The aims of this campaign are to raise awareness and
change what could happen in the future. These people
are trying to preserve whatever they can and stop the
incinerator being allowed to go ahead. This is trying to get
people to stand up for what they believe in.

Techniques:
This poster has used a rather straight edged tone with a large print
saying „no incineration‟ in a bold font. This gets the message across
straight away and is the first thing that you notice when you see
them. They have used black and yellow for the poster which contrast
well with each other and make it easy on the eye and easy to read.
The design shows a cloud of pollution cascading along the top of the
poster from the chimney of the incinerator. They have kept the copy
to a minimum so its easy to take on board and it‟s not too taxing to
read.

We learnt today that the Judicial Review claim has not succeeded in getting the planning
permission for the Allerton Waste Recovery Park quashed. Although the Judge listened
carefully to the arguments put forward very powerfully by the Q.C. for Marton-cum-Grafton
Parish Council (who led the legal action against the incinerator), they were not strong enough
to prevail.
http://www.nywag.org/
The articles on this site show that although they have not been entirely successful as of yet
with getting rid of the idea of the incinerator but they are still trying and in greater numbers
now. The campaign has raised a lot of money for the cause and is gaining some great
support and ideas from the local areas which they hope will eventually lead to the demise of
the idea of the incinerator.
There has been a lot of positive things to take out of one this, one of which is that it has
brought people together in their local community to fight for what they believe in. They are
slowly but surely making progress with this hope that they will make the breakthrough that
they want sooner rather than later.

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