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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.
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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.
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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.
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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.
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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.
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Case Study: (campaign/organisation name)

8. WWF Campagin
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.
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9. Techniques:
The very effective and distinctive thing 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.
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NHS Smoking 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.
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WWF Campaign