Task 1!

Social Action and Community
Media
Alan Smith

Case Study: Stand Up, Speak Up (Racism in Football)
Purpose: To bring global change in football around
the world.
This is a global campaign to put an end to racism, it
is clear as it is by Nike, a recognised and respected
brand across the world. Being global gives it a
greater chance for change.
To change the old attitudes towards racism in the
sport and educate the older audience that may see it
as acceptable as it was something of the norm when
they were growing up.
It should also educate the younger viewers who may
hear adults using such vile words and think it is
acceptable to repeat those.
Stand Up, Speak Up is telling those who are abused
by the small majority of people, to do exactly that,
stand up (As the footballer is in the image) and
explain their frustrations in order to get through to
the public that it is not right and needs to stop.
This campaign and many others such as ‘Kick it out’
and ‘Show racism the red card’ are set out to raise
awareness to the public.
People who take part in forms of racist abuse are
often uneducated and do not see what others do,
having well known and respected athletes take part
in these campaigns attempt to change the thoughts
of the viewer and also bring their attention to the
severity of the abuse.
The campaign can challenge dominant
representations and agendas over black footballers
and make them aware of a different way of thinking.
The campaign can strengthen community ties and bring the public together to stand against a
topic. Having the web address on the advert allows people to take part and find more information
online. The campaign provides information to the public. Thierry Henry being quoted on this
thoughts gives the reader and racists the information on the affects of the words shouted.
Providing information on racism in football can educate an audience and may not know a lot
about it and not think it is as serious. With the campaign being about ‘speaking up’ it is all about
informing the viewer about racism and how their words cause harm.

The advertisement is to campaign about
racism in the sport and to get everyone
involved on a global scale. This is because
many countries still believe it is acceptable
or do not punish people taking part in the
name calling.
The campaign provides a clear message
and shows that well known brands are
behind the overall aim of putting an end to
racism. This is a piece from mainstream
media due to Nike being of the most well
known brands in the world. This will be
seen on all aspects within the media both
print and digitally.
The online pages will provide much more
information, sportswear stores selling the
wristbands will help you interact and show
your support.
This can be seen as a way of advertising
and promoting the brand through a delicate
subject.
By having well known people talk about
their problems and some of the names they
have been called can help make a
relationship with the reader and make them
feel as if they can talk about it also,
referring to the name of the campaign,
stand up and then speak about the issue.
The aim of the campaign is to get all football fans from Europe to speak out about
racism and get together in order to put an end to it. Standing up and being heard
to hopefully get through to those who abuse the black footballers. They should get
spoken about in relation to their ability as a footballer not to how they look.
Having Thierry Henry working on the campaign, one of the greatest players to
play the game gives that more meaning, people will have judged him on how he
played, not on the colour of his skin.

The aim according to the the campaign:
The campaign - called Stand Up Speak Up - aims to encourage the silent majority’ of non-racist fans to speak up against racist abuse in
stadiums. The symbol of the campaign is two interlocked wristbands, one black, one white.
These were worn by all football players to show support to the campaign.
In return for the wristbands, fans are invited to make a donation of €2 (£1.50 UK), which will go towards a central Stand Up Speak Up fund.
This fund will be administered by an independent, not-for-profit organization - the King Baudouin Foundation, based in Brussels - which will
conduct extensive research into the problem of racism in football and distribute the money raised to organizations across Europe working in
this area. (Nike.com)
By inviting fans to make a donation to the campaign allows for more research into it and help to find the route of the problem to prevent it from
happening in the future and not having to make more campaigns.
The campaign, which is created by Nike, features a TV commercial in which different players hold written cards that demonstrate their joy at
football, but their anger at continuing racist abuse. The players in the commercial emphasise that they need the help of other fans to prevent
this abuse. The Commercial was filmed during December 2004 in five different languages. Every version features Thierry Henry and
Ronaldinho, but the following other players feature in the different language versions:
English - Rio Ferdinand, Ruud Van Nistelrooy French - Claude Makalele, Phillippe Mexes Spanish - Carlos Puyol, Roberto Carlos German -
Christoph Metzelder, Otto Addo Italian - Adriano, Fabio Cannavaro.
Having this makes it clear in every country it is aimed towards globally and using football icons from separate countries makes the audience
much more likely to believe and respect them.
“The wristband is about racism. Racism is one of the biggest problems facing football across Europe. People
may think the problem has disappeared, but it hasn't. The players on the pitch need the help of all fans to help
drown out the racists and tell them their actions aren't acceptable.”
This quote from Thierry Henry can tie in with the fact about raising awareness. People believe that the problem
has disappeared as many parts of the media do not believe it is news worthy, however it is still very much
there and the campaign is to make the audience aware that it is still and issue.
Saying all footballers got behind the project was not entirely true. Controversy sparked when Gary Neville claimed Nike were only involved for
commercial gain and not their anti-racism stance. This carried over into a match against Arsenal as Neville and Manchester United team
mate Paul Scholes refused to wear the different anti racism tracksuit top that players from both sides wore. (Source: wikipedia.org). This was
not because of the racial beliefs but only due to a difference of opinions for the reasoning behind the project.

Techniques: The techniques used are of
keeping a simplistic yet professional look to it.
This is created by having the name split in
two.
‘Stand up’ on the left hand side with the
footballer standing tall and being heard with
‘Speak Up’ on the right hand side allowing the
public to have their say by buying the
wristbands and wearing them to how support
to the campaign.
The name text being in capitals and covering
a large amount of the advert makes it
impossible not to miss.
The use of the colour has also made it very
easy to interpret. Having the left hand side
with a dark background and white text, then
the right hand side with a white background
and dark text makes it very appealing to the
reader.
Being in those colours is to keep to the house
style shown as the wristbands are of that
nature. Having white and black wristbands
tied together can mean that of there being no
difference between black and white people.
They are both the same, like the wristbands.
Keeping to these colours can show the
seriousness of the campaign.
With many adverts in relation to Nike being
bright and colourful, you can see that this is a
topic not to be taken lightly.
The idea of having a footballer as big and famous as Henry willing to stand up about
abuse is an attempt to make all fans and other footballers to come together. Having
football players of the racists club supporting the campaign and even fellow fans can
start to stop the calling. Once awareness has been created fans will realise that it is
something wrong and should not have any room in football or society.
Celebrity endorsement can be seen as a technique in getting the message across. A
well known and respected person associated with the sport will have a large gathering
of fans and will listen to what he has to say.

Techniques: Having such a simplistic name
for the campaign allows it to focus a a wide
range of people. A variety of people, mainly of
the male demographic are seen at football
games. By keeping something very blunt and
straight to the point allows everyone to
understand.
The incorporation of the Nike logo makes all
people that recognise it, believe what is being
said and take it as an actual campaign that
will have some affect due to its market power.
By having Thierry Henry (On the left of the
image) wearing a dark top and standing with
his fists clenched shows the passion behind
the campaign. His facial expression also
reflects the thoughts on the topic. He is often
seen as a happy character through the
media, having worked with both the BBC and
Sky Sports as well as endorsing many
products such as Gillette.
However here he is looking into the camera
and making everyone aware about his
thoughts on the topic. The image is a
powerful one as you can see first hand what a
footballer has to say rather than on a football
pitch where they cannot react to the
comments directed at them.
The simple fonts are to tie in with the idea of
being clean and easy to understand. Splitting
up the text for the reader so they know the
order of importance in terms of size.
The quote is in a small size so that it is read last after the other points. This does not mean it is
less significant but having large amounts of text can put off the reader. The explanation off the
campaign is seen with the ‘Wear the wristband and help put a stop to racism’ It is a clear
technique in making you aware and attempting to make you buy the product to show your
support.
The clear and easy way of presenting the campaign is attempting to show the topic and nothing
else. Being concise and getting to the point allows the reader to digest the information more
quickly. The use of the website and imagery of the bands gives a clear indication on what the
message is and how the audience can go about helping to make a difference.

Impact: When the campaign first started in 2005 and started to become very popular, there was little change in behaviour,
however, since it stopped in 2009 the cases in racist abuse has started to drop.
In 2012 there was 13 cases of racist or indecent chanting at football matches in the premier league. The season before there
was 18. The football season of 2009/ 2010 there was 20, and 22 in the 2008-09 season. A slow decrease in incidents’ was
not directly because of the campaign, however it played a huge part in stopping racism.
After the campaign stopped and the wristbands were off general sale, it was going to be interesting to see how the public
maintained with the issue. When looking at who it was concerning it becomes interesting. In 2011 an article from BBC shows
that a black footballer believes that racism is in fact decreasing. “It’s definitely improved” he said.
Coming from someone who has heard chants before this is great to hear as the campaign has made a huge impact,
however the problem still does exist.
The telegraph looked into the statistics surrounding racism following high profile
criticism over ‘Kick It Out’ another racist campaign.
Kick it out created a poll that 200 football players took part in from all the top 4 divisions.
(As of March 2014)
57 per cent of players have witnessed, and 24 per cent have been subjected to, racist
abuse in stadiums. Seven per cent of players have been subjected to, and 20 per cent
have witnessed, racist abuse on the training ground or in the dressing room.
This shows that the problems are still there and will probably still be there for a while to
come, however campaigns to raise awareness to the public can help it to decrease
more and more.
Paul Mortimer the professional player player engagement manager has spoken and said that it is a small step. ''These
statistics show what players see from the pitch and in the training grounds. ''Now we have these figures we can go ahead
and do something about it, pinpoint areas and put strategies in place.''
The statistics show that there was decrease, however it needs to carry on doing so.

In 2013, yougov.co.uk interviewed football fans and the general public in England, Scotland, France, Germany, Spain, Italy and
the Netherlands about their attitudes to racism and homophobia in football.
Reports from fans across Europe consistently show that racism exists in football. Italian football tops the league, with 92% of fans
saying it exists in Italian football. England is a close second with 91%, with Spanish fans reporting the lowest incidence of racism,
with 73% feeling that it exists.
Overall, less incidents have happened, however individual case are becoming much more decorated within the media. This is
perhaps because of more interest from them whereas they did not cover them in the past. An example:
Former AC Milan forward Kevin-Prince Boateng became the first player to walk off the pitch in response to racist chanting, with
the game later abandoned. Since then a referee has stopped a match between AC Milan and Roma in response to the problem,
and Lazio were forced to close a stand of their stadium for the opening weekend of the Italian season following persistent
problems.
There lies the problem, when looking back at the chart. This incident happened in Italy where the football fans believe it happens
in the most.
The may still exist as instead of looking towards the racists, the
people in charge of football are looking into the players.
FIFA President Sepp Blatter caused controversy in 2011 by
suggesting race-related incidents could be settled with a post-
match handshake; meanwhile Head of UEFA Michel Platini
stated any player walking off the pitch at Euro 2012 because of
racist chanting would be booked. (yougov.co.uk)
Player subject to racial abuse
and walking off (on left). Sepp
Blatter (Above)
Across Europe, football fans feel that players, clubs, national and international
governing bodies and fans themselves are not doing enough to combat the
problem. On average across the seven countries surveyed, only 22% of fans feel
that the international bodies such as UEFA and FIFA are doing enough to tackle
racism. (YouGov.co.uk)

Case Study: Slower for a reason (20mph campaign)
Purpose: The purpose of this campaign is to bring about local change. This is seen through the use of the Lancashire County Council sign located at the
bottom right of the image. The change is that of keeping to the speed limit set, because it is that for a reason.
The idea behind the campaign is to change the way people think about speed
limits and why they are there. The campaign wants people to recognise the
consequences of going over the limit.
This campaign has a small level on change compared to the racism campaign as
it is of la local one rather than global.
The campaign is looking to raise awareness to those that do not know about the
difference in speed and how driving 10 mph less could save a life if they were hit.
Educating drivers the results to going over the speed limit will hopefully make
them much more aware and less likely to do so in the future.
Changing old attitudes is important as well as the new drivers on the roads. It is
important that everyone see’s the dangers to it. The image illustrates the point
made very well.
Changing attitudes over time in relation to the speed limit would be a purpose, not just to change them for a while until the posters and billboards have
disappeared. To use the imagery of the girl supported with facts to make a change in the long term.
The campaign wants to strengthen community ties and those families living within Lancashire. Showing that there is an effort to keep everyone safe,
especially children shows a great deal of loyalty. The advert provides a clear source of information to the public.
It is concise and does not add extra detail, only that you can save lives by driving to the speed limit. The website link provides much more detail for those
interested in finding out more.
The affects of reckless driving and how many people are injured from it is something not all people feel comfortable talking about, however with posters
and billboard being placed around with this image, gives the public that reassurance that the government in their area are taking action and it should a
subject less common in the future.
The purpose of hard hitting images placed in bus shelters were to warn and protect people around the area.
'Slower for a reason' was named Campaign of the Year at the LGcomms Reputation Awards, which recognises how effective communication with
residents can help councils to deliver better services.The local campaign was to warn everyone around that area, however with it becoming campaign of
the year many other locations around the UK are taking the same action.

The aim behind the campaign was to reduce the numbers killed and seriously injured on residential roads, which research shows is
historically higher in Lancashire than other areas.This to be made clear by the use of the 3 year old child severely injured.
The techniques used are that of a white background to let the text stand out and show that it is a serious matter. The use of different
colours for the text is important, the black shade telling facts and how you can do something about it with the red saying why it is like that.
The use of language ‘more likely to die if you hit ME’ makes it that much more personal and is trying to get through to those drivers
emotionally. This is supported with the image and the comparison of both 20mph and 30mph. The poster has been produced with advice
from paramedics, this shows that the full community want to get together to prevent more casualties.
Having large 20 and 30mph signs on the image helps the reader know exactly what it is on about. The large black text stands out from the
white background to be very clear and this reflects the governments beliefs, they want to be very clear on the message and managing it in
the best way.
looking into the issue now can save much more lives. The idea of the name ‘Slower for a reason’ supports the imagery and text. It is slow for
the exact reason, to save lives. The simplicity of the design is created to stand out from the other eye catching food and film billboards. This
is wanting to be taken seriously. The basic fonts tie in with this, it is impossible not to read it once you have looked. The italics used
underneath is differentiating the facts and why it is like that to what you as a driver can actually do.
‘You could save a life’ That is a strong line designed to make you think. The incorporation of the Lancashire County Council logo gives a
very clear indication to the reader that it is a serious topic and one that is real.
The use of a child is much more influential to the reader. A child that does not
understand road safety and one who could be harmed by if the road signs are
not followed correctly.
Again, this is a technique designed to shock the car owner reading the poster.
This raises that awareness that not everyone knows is a frequent issue. Many
people, especially the older audience do not realise how the difference in
speed can change a life and the stopping distances when braking. These are
much more likely to have slower reactions also.
They will not be aware of the many cases as the media does not give
information on each individual, however it is a growing concern.

Impact: In the three pilot areas where 20mph limits were first introduced, figures show 25 people were injured in 18 months compared with
137 in the preceding 3 years.
Accident rates have fallen in recent years on all roads, but some parts of Lancashire have among the worst accident records in the country
for children being injured in residential areas.
In fact, almost 7 out of 10 of all accidents in Lancashire where people are killed or seriously injured happen in 30mph areas as opposed to
faster roads. That's why there is a real need to reduce accidents on residential roads which involve pedestrians and cyclists, and why the
speed limit on these roads is being lowered to 20mph. (lancashire.gov.uk)
Since the introduction of the ‘Slower for a reason’ campaign, people have started taking it much more seriously.
Community Road Watch has been developed in conjunction with the police. It involves trained volunteers working alongside neighbourhood
policing teams to monitor and record speeds. Motorists who are observed as speeding will receive a letter from the police and a visit from a
police officer if caught three times.
This shows the commitment to the campaign and suggests it made a huge impact to the lives of residents around the areas because there is
a clear educational step. People were not as knowledgeable on the difference 10mph less could do and now they do know they are helping
maintain it.
This helps tie in with the original purpose of bringing a community together.
Driving at 20mph as part of your routine could help save a life. Across the county communities are now supporting the lower speed limits,
influencing safer driving and raising awareness.
Communities have taken part in a number of '20 is plenty' activities. This campaign is not the reason for less national road accidents but it is
a small step in the right direction.
Environment Directorate's 2011/12 Capital budget set aside £9.2m for the 3 years of the project.
This would help it locally and the media coverage it gathered as well as the national award helped it get media attention.
LGcomms Reputation Awards given to the scheme was the turning point in attention from the media. LGcommunications is a national body
made up of an association of authorities that works to raise the standard of communications in local government.

The department for transport have released the number of road traffic
accidents from 2002 to 2012. KSI (Killed or seriously injured)
You can see that pedestrian casualties have not decreased but they
have stayed at a similar rate.
However, car accidents (Purple) has decreased rapidly, this means
that there has been some impact from the variety of signs located
nationally.
Pedal cyclists (Red) has started to increase slightly meaning that more
needs to be done to keep them safe.
The chart below shows a clear decrease in people being killed, with
67.51 in comparison to
The clear decrease does not mean the
problem has gone away, as it will
never, however keeping it safe and
having the correct speed limits to
avoid serious injury when accidents do
happen can give the pedestrian or
cyclist the best possible chance of
having minimal injuries.
This can not be as valid as it may
seem because due to the increase in
population (Green) and therefore,
more Vehicles (Blue) there is a greater
chance of accidents and people
injured.
It is even more important that
campaigns such as ‘Slower for a
reason’ help maintain order.

The previous charts looked to 2012, however, gov.co.uk
has provided a chart of reported accidents from 2006 to
2014, a much more up to date year.
This proves to be very important as from 2013 to 2014
there has been a small rise in fatalities.
There were 24,580 killed or seriously injured (KSI)
casualties in the year ending June 2014, a 4 per cent
increase compared with the previous year.
For the year ending June 2014, there were 193,290
reported road casualties of all severities, 4 per cent
higher than the 185,738 for the year ending June 2013.
In terms of how successful the ‘Slower for a reason’
campaign was can not be judged on a large level.
Here is the typical stopping
distance graph to support
the ‘Slower for a reason’
campaign’ it is clear that
there is a much difference in
the stopping of a car from
just 10mph which people are
not aware is a lot.
20mph has a typical 12
metre stopping distance, 6
thinking and 6 actually
braking. Whereas 30mph
has a 23 metre stopping
distance. You can save lives
by keeping to the limit is the
message from the campaign.

Case Study: Deaffest (Film and Art Festival)
Purpose: The purpose behind Deaffest is to provide deaf people the opportunity to be recognised for their talents, to show their work and
be supported in achieving their aspirations.
It is the UK’s leading Deaf-led Film and Art festival meaning it is of a national scale, this can get more people involved can become even
more successful which will encourage more to be done with the deaf society. It is in place to show that they are just the same as everyone
else and have talents which may not have been seen yet.
This can create access for the non traditional groups and people with disabilities to get involved in the media and express themselves. As
well as being a huge advantage for those who have not had the opportunity before, Deaffest can prove be a good way of raising awareness
and challenging dominant representations or beliefs about the deaf. By taking part in an annual event where all the work is displayed can
prove the doubters wrong.
Changing attitudes is important because many people still believe that those who are different can do anything or take part in society. Again,
this can be of the older audience or uneducated demographic that do not realise the training and facilities put into helping those such as the
deaf. Campaigning over something like this can get media attention as it is something the public like to see and want to understand more
about.
This can infiltrate mainstream media through the website which provides links to social media sites and also through print form and the
creation of a newsletter. By having social media can get through to everyone across the country and possibly world wide. Using #Deaf such
as seen below will link everyone to the latest tweets and images from the festival. This can help raise awareness to those of the deaf society
that want to take part in the festival.
People that are deaf may not have known about the
festival, using social media can be used a platform for
mainstream publicity.
By having room for discussions on the website and a
link to Twitter can allow the deaf community to come
together and build a strong relationship.
Having this festival can provide information to the
public that deaf people are equal and can offer a good
contribution to the media.

Case Study: Deaffest (Film and Art Festival)
Aims of Deaffest are to change peoples attitudes about how deaf people are seen in society and to strengthen community ties.
Techniques used by Deaffest to manage the message are that of keeping it simplistic and focusing on the content. By having a
symbol of sign language can make it instantly clear that the festival is for those of the deaf community. The use of the white text
suggests a calmness about the whole festival and implies a much more thought about and structured location.
A way of managing the message in terms of how they want to come across, this year Deaffest will be promoting a charity which
provides hearing aids for deaf children and adults in Sri Lanka. This gives much more publicity to the festival and attracts the
media attention. The change can start to go global rather than national also.
A clear way of designing the leaflets, newsletters, websites and posters makes the reader understand that it is a well put
together event. By using the ‘UK’s Leading Deaf-led Film and Arts Festival’ makes it very clear to the viewer.
Having the white constant throughout is important as it is showing consistency and keeping things equal, which is what the
festival and people running Deaffest is wanting to reflect of the deaf community.
The use of Bold for the date and location makes it stand out that much more. With the background imagery suggesting it is a
festival for those of the creative mind.
Impact: Deaffest’s Fair is blossoming every year with a multitude of stalls set up by deaf and hearing independent artists,
business organisations and entertainment presented by talented performers such as Defmotion, Deaf Comedian John Smith,
Giuseppe Giuranna (the celebrated Visual Vernacular expert), Sign Song Performer Rebecca Withey and Magician Mark Barber.
It is becoming increasing well known due to the more people that are becoming successful through it and showing their talents.
Having well known people such as comedians who also are deaf can inspire more people to come forward and join the festival.
With a growing reputation as the UK’s leading Deaf-led Film
and Arts Festival, Deaffest continues to be a dynamic and
thriving festival celebrating the talents of deaf filmmakers and
artists from all over the world. Deaffest will be celebrating their
10th anniversary next year.

Case Study: Political Campaigning
Purpose: The purpose in a political campaign such as this is to bring about national change and for all people to vote and get
behind one party and not another. By constantly talking about new ideas and how they can help you, campaigns such as this
attempt to change common attitudes about the party that may have been spoken about from another side.
This is seen from the poster on the left with labour making a clear point about the Conservative party, which they later had a witty
response to their tagline. 2010 was the most memorable general election for some time, it was described as the first
‘Americanized’ general election. This was because of the constant campaigns, public speaking, posters and debates. It was
relentless from all involved.
The campaigns are to raise awareness to the public in what you can offer in terms of change to the country and what voting for
another party could result in. ‘Don’t let him take Britain back to the 1980s’ was a poster by Labour in the theme of Ashes to Ashes
(A Television show with a politically incorrect detective). This was supposed to raise awareness to the public that and remind
voters of the social unrest in Britain during the 1980s.
The theme was chosen by 24-year-old activist Jacob Quagliozzi from St Albans, Herts, and was worked up by Labour's ad agency
Saatchi and Saatchi. The purpose of the campaign was to bring about a change in voting behaviour. It was all part of a huge
campaign where the purpose was to be elected (Which did not happen).

The overall campaign and posters such as that on the last page were attempting to change attitudes about the other party as well
as challenge dominant representations. By suggesting the Conservatives would be bringing the country back to the 1980s, implied
that Labour would not, this was wanting the public to change their minds over voting and choose them instead.
Many political campaigns provide huge pieces of information. The debates involve exchanging what the other party is not right
with and what choosing one over the other can give the public in terms of benefits.
Techniques involve using a clever theme of a television series to target the public as it is something they will have seen before
and will recognise the position of the person on the car (Image bottom left).
The text is clever as it is saying a bad aspect about one party rather than promoting their own. The idea being that Labour is more
current and not going to take Britain ‘back to the 1980s’.
In terms of imagery and colour. The use of the red band at the bottom and the sign makes it very clear to the reader who they
should vote fort and who they should not. By using a black background helps make the words stand out that much more. The
photoshopping and developing of David Cameron’s head onto the body makes it that much more visually pleasing for the viewer.
Using the car and the same stand as the Television show is making David Cameron look like the main character of that show,
who’s opinions are very strong. Being the leader, this is intended to reflect over the full party and make the public vote for Labour.

The text is created in a way where it gives the reader the power, similar to
that of the 20mph campaign in the previous slide where it said you can save
lives. Here it is the same, ‘Don’t let him’ is giving you the public the chance
to stop that from happening.
Impact: Labour was accused of ‘scoring an own goal’ after the release of
the poster. As comments poured in to political websites deriding the choice
of image, Mr. Cameron said he was flattered by the comparison with Hunt, a
hard-drinking warrior against political correctness who describes criminals
as "scum" and is not afraid to bend the rules to secure an arrest. (Taken
from a telegraph article)
The Conservative leader said: "I think there will be thousands of people,
millions of people, in the country who wish it was the 1980s and that police
were out there feeling collars and nicking people instead of filling in forms.”
Cameron, who was perched on the bonnet of an Audi Quattro, was part of
the Conservative response. Using the same image and a catchphrase from
the show made it a very appropriate reply.
The campaign from Labour was to little affect. They were not elected and did
not retain the country. Perhaps from this campaign it showed the public who
they could have in charge of the country and this ultimately backfired.

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