The NHS Smoking Campaign aimed to stop smoking by raising awareness of the harms through gruesome images showing the effects on the inside of the body. The campaign achieved high awareness and many people took action to quit smoking. The Politics Graffiti Campaign aimed to discourage voting for the Conservatives by altering their campaign posters to make the party leader look foolish. The altered posters became popular online. The WWF Campaign used hands painted with animal faces and prints to raise awareness of endangered species and encourage donations to help conservation efforts. Extinction rates have fallen somewhat due to increased awareness and support over time.

1. SOCIAL ACTION AND COMMUNITY
MEDIA
Existing Product Research

2. NHS Smoking Campaign
Purpose:
•To bring about national change: The NHS
is a national company trying to help British
citizens.
•To change attitudes: To make people think
about smoking.
•To raise awareness: What is happening to
your bodies when you smoke a cigarette.
•To campaign
•To provide information: On what is
happening to your insides.
•To build relationships with subjects: This
is not a nice subject to talk about to with
smokers therefore it will make it seem like an
easier subject to talk about if there is a poster
about it.
Aims:
The aim of this campaign is to stop people
smoking by raising awareness about what
smoking to doing to the insides of your body
because you cannot see what is happening
inside your body. Also this is not a thing that
you can talk with smokers or non-smokers
therefore it is getting the issue out there and
making it more acceptable to talk about it.
2

3. Techniques:
Purposely choosing a gruesome image to show what is
happening to peoples insides every time they smoke a cigarette
is very powerful. It will stick in peoples mind and no one would
want to see this or for their blood to look as unhealthy as this. If
this blood was inside you, you would know it would not be
healthy for you. This picture alone could make people stop
because of how powerful it is.
Having the NHS logo on the campaign makes it seem important
and factual. They are a trust-worthy company that everyone
feels would not lie to them making what they say powerful.
The text is straight to the point making it informative and
powerful. It connects to the powerful image making them both
work together effectively.
The lighting of this campaign is quite dark and makes you feel
enclosed because of the dark edges suggesting you are closing
in on your life unless you get smoke free.
It is a campaign to inform smokers on what just one cigarette is
doing to your body and where to go for information to stop. By
searching “Smokefree” users will get information and help to be
smoke free.
3
NHS Smoking Campaign

4. Impact:
The results of this campaign were that:
•The advertising achieved awareness of 87%.
•40% of those who saw the advert said that they were more likely to quit.
•68% agreed that ‘these ads made me think that every cigarette is harmful.’
•30% of those who saw the campaign took some action.
•During the campaign, an estimated 172,051 Smokefree Products were ordered including 83,658 Quit
kits.
4
NHS Smoking Campaign
It is shown that smoking is decreasing in the UK. This
is not just because of the impact of this one campaign,
but because of many. The risks of what smoking can
do to you needs to be put out there so people know.
Being informed will help you understand and be aware
of what is happening. Without these campaigns I very
much doubt the percentage would have gone down as
much as it has in the UK.

5. Politics Graffiti Campaign
Purpose:
•To bring about national change: British
politics will only appeal to people living in
Britain, therefore it is for a national change.
•To change attitudes: To vote for a different
party.
•To raise awareness: Awareness about
different groups.
•To campaign: Campaign against the
Conservatives.
•To change voting behaviour: This
campaign was to make the Conservatives
look bad and that the public are not happy
with them being in power.
•To infiltrate mainstream media: This
campaign got into mainstream media even if
that was not the intentions.
Aims:
The aim of this campaign was to make people
vote for the a different party other than the
Conservatives, while making fun out of them.
5

6. 6
Politics Graffiti Campaign
Techniques:
By taking an original Conservative poster that they thought
would help boost their support in the election, in 2010,
graffiti artists took over and targeted these posters. They
made David Cameron look like Elvis, drew a moustache on
him and changed the copy to make him look week.
The graffiti style posters look like the public are not happy
about Cameron being in power. The posters make him look
like a fool and that he could not run a country.
Because Photoshop has been used so much on David
Cameron’s face in the original poster, people thought it was
acceptable to use their own Photoshop skills to de-grade
David Cameron. This is work from the website
mydavidcameron.com.
Although they have not taken off the campaign to vote of
the conservatives, but using graffiti over the top of the
original image divorces the idea to vote for that group,
because if they cannot look after a single campaign then
why would people vote for them to look after their country.

7. Impact:
The graffiti became so popular that a website was created where people could create their own versions
of the popular adverts. http://mydavidcameron.com
The impact was hard to judge because the election ended up as a coalition government.
7
Case Study: (campaign/organisation name)

8. WWF Campaign
Purpose:
•To bring about global change: This is a
world wide issue that need to be recognised
by everyone.
•To raise awareness: To raise awareness
about wildlife becoming extinct.
•To campaign: The campaign is about
saving animals that may become extinct, but
with a helping hand this could change.
•To challenge dominant representations
and agendas: People’s realisations of what
are happening to these animals change
because now they know that this is a
problem, and they will take action.
Aims:
The aim of WWF is to raise awareness of an
issue that needs to be changed around the
world. This campaign is to show animals that
are in danger of becoming extinct and the
way to change this would be people giving a
hand to save them.
8

9. Techniques:
The very effective and distinctive things on this poster is the
way they use human hands to paint very realistic animal
faces and prints on them. It is a very simple design, but you
know it would have taken a long time to get the paints on
the hand.
The hand represents how these animals need a helping
hand from the human population. Without their hand, if it
was taken away, there would be a terrible drop in a
endangered species population.
The WWF logo is recognised all around the world. It is seen
as an important organisation that people respect. Having
the logo on the poster makes it seem serious and makes
people aware that this issue needs to be addressed.
The poster is very simple, but this quickly draws attention to
the animal quickly and does not take long to get to the
point. Using animals that a great amount of people love will
make a greater impact because they may not know their
favourite animal is endangered making the image more
powerful.
9
WWF Campaign

10. Impact:
The impact for WWF is up and down. Sometimes they succeed with their campaigns and others still need
more work to create a significant difference. For example, after several years campaigning, in 2014 the
Water Act 2014 included a series of notable environmental wins including reducing water company
abstraction on a few rare chalk streams and a series of environmental safeguards. But extinction is a a
wide ongoing problem. It may reduce in one animal but another it could still be a rising problem, for
example bird extinction is falling but mammal extinction is rising.
In the graph below, the blue line shows the peaks in the extinction rates, and although it is up and down,
the extinction rate has been dropping in the past few years. This would be because more people now
know how to help do their bit to save animals. There are a lot of
ways to donate and raise money and go out and help these
animals. Impacts from campaigns like this WWF campaign do
help and they will give some sort of impact in the way we talk
and do things to save these animals.
Because it is not focused on one species of animals it is harder to
see the impact, but by looking at the extinction of tigers, the rate
has gone down. There still needs to be a lot of work, but if more
campaigns are put in place and people realise this is still an on-
going problem the rate will come down again.
10
WWF Campaign

11. Accessible Arts and Media
Purpose:
•To bring about local change: This is a local
charity in York, who help run a diverse range
of accessible and affordable creative projects.
•To provide information: About how
Accessible Arts and Media trains adults with
learning difficulties to co-lead creative
workshops throughout the UK.
•To create access to media production for
the non-traditional groups: Adults with
learning disabilities can hold media related
workshops for non-traditional groups.
•To raise awareness: “To raise awareness of
difference and the promotion of positive
models of disability with the creation of a new
workforce of disabled people.”
www.aamedia.org.uk/index.php/about-us/case-studies/48-apprentice-
workshops
•To create and strengthen community ties:
Brings a small community into the bigger
community.
Aims: The project aims to improve the
lives of young people through the
participation of high quality arts and media
such as creative music, drama and painting.
11

12. Techniques:
A bright and colourful website makes the workshops and
activities look fun. It also connotes how much colour and
creativity is involved with this charity. The website is a large
part of their campaign, they list everything that is
happening, how to get involved and lots about themselves
to influence people to help or join them.
They don’t shy away. They take their workshops and
activities outside so everyone can see what impressive
work they are doing. Just like this image to the right, it
shows you some of the workshops they do outside. This
lets them be creative outdoors and lets the public see what
they do.
Letting the public into what they do campaigns and
advertises their charity. The more people who know about
you, the more support you will be given. They are not a
quite group for a charity therefore a lot of people know who
they are.
12
Accessible Arts and Media

13. Impact:
In 2012, Accessible Arts and Media received the Duke of York Community Initiative Award in recognition
of making a difference to many people across our region. They have performed a large impact in our local
area. They have managed to improve the lives of disabled adults and it gives them something to work for
and enjoy. They do not feel different from the rest of the society with this program.
Accessible Arts were supported by their inspirational Patron, Alan Hacker OBE. He was an internationally
renowned clarinetist, conductor and teacher. Sadly he passed away in 2012 after being connected to the
charity for 20 years. Alan kick started and shaped their performances, “enabled us to realize that we could
and should push the boundaries.” (www.aamedia.org.uk/index.php/about-us/about-aam)
From fundraising, donations and volunteers Accessible Arts and Media has managed to grow and help
more disabled people and young people to achieve their creative potential.
13
Accessible Arts and Media

14. UN Women Campaign
Purpose:
•To bring about global change: Around the
world there is still and issue of women not
being treated equal to men.
•To raise awareness: Of the issues that are
still occurring around the world.
•To change attitudes: UN Women want to
change the attitudes of people who do not
treat women in an equal manor.
Aims:
To become the leading UN centre that
contributes, through training for gender
equality, to building a society that respects
and promotes human rights for all women
and men.
14

15. Techniques:
In this campaign they have used images of women from
different ethnicities to portray everyone in the same
position. The search box you find on your search engine
such as Google is placed over the mouth of the women to
show they don’t have a mouth or a say in anything.
The text in the search engine are all statements such as
“women need to be put in their place.” All of these
statements are sexist and should be deleted as easy as
they are when on the internet to real life.
It feels like the women are in a dark space, finding it hard to
get out with the lighting they have used. It looks like a hole
that is making them look invisible. The dark colours also
represent to a dark topic that is being fought for here.
These campaign posters are very dramatic and can be
connected around the world with the different ethnicities
and the similar problems happening in every continent.
15
UN Women Campaign

16. Impact:
The flight against women's rights is still going on in some countries more than others. North Korea is one
of them countries that is not there yet. But on the 15th May 2015 the UN Women Executive Director and
Deputy Executive Director traveled to Incheon, in the Republic of Korea, to meet with key officials and
attend the World Education Forum 2015. This is a step forward to get their point across to people who do
not give men and women equal rights.
They have celebrities such as Emma Watson doing press conferences to get this noticed. Emma Watson
did a huge HeforShe campaign which went viral. This developed a large debate on social media but it also
got her points across to everyone around the world and everyone was listening and talking about the
points the Harry Potter star made.
I cannot find any major impact that these campaign posters had but this is what they hoped the posters
would have on the world: “UN Women is heartened by the initial strong reaction to the ads and hopes they
will spark constructive dialogue globally.” I feel this did happen for them and they did succeed, but this is
such a large topic around such a large space that it is going to be hard to get a huge impact and make
everyone see the same. But being taught it now and keep getting it thrown in our faces will hopefully
make it normal to everybody soon that treating men and equal is right.
16
UN Women Campaign