The document outlines a campaign proposal for a charity shop focused on fashion. It will promote Cancer Research UK by designing advertisements targeting younger people aged 17-25. The campaign message is that customers can get good quality fashion items while also supporting an important cause. A schedule is proposed with the first poster appearing on June 5th and the campaign closing on September 11th. Legal and ethical guidelines for the campaign are also discussed.

1. Task 19 – Presentation of
Ideas.
By Thomas Sim

2. Campaign Proposal - Product
Product
The advert campaign is aimed around fashion inside a charity shop. In the campaign, we have to choose a
charity we are associated with and will have to design various advertisements to correlate with the campaign.
For my campaign, my chosen charity is Cancer Research and since the campaign is revolved around fashion, it
will be aimed at younger people. It is aimed at this age range for a multitude of reasons combining things such
as social
Advert Campaign for Charity shop with a focus on Fashion.
X3 images
X1 Landscape (used on a billboard)
X2 Portrait used newspapers/magazines & bus stops.
Notes;
The advert placements are also spread evenly to ensure the advert reaches everyone possible in the targeted audience.

3. Campaign Proposal – Target Audience
The campaign This is because the people more likely to donate to a charity such as Cancer Research are people within this
age range, as it is unusual for a teenager to be willing to donate and purchase an item from a charity shop. The dominating
gender in this campaign will most likely be female as according to statistics, females are more likely to spend money shopping
in things such as fashion, for this instance. Social class will also be a major factor as some people may have more spare
money to spend than other people. Seeing as the aim for the campaign is for young, the social class of most people in this
age range will be ranging from an E up to C1, anyone above in B and A will most likely not be looking to purchase anything
fashionable from a charity shop as they probably have money to spend on more expensive attires. It is also important for the
campaign to be targeted at people in a very specific area in order to attract the audience to visit the store. If the store was
placed within a popular area such as a rich location in London, Mayfair for example, it would not attract many people as in
that area people most likely have enough money to spend on clothes and not have to look at purchasing any from a charity
shop. However, if the shop was located in a village, or nearby in a rural area, it would get more attention than it would in a
rich area.
Notes:
The reason for the campaign being aimed at young people is due to the fact that people that are younger do not have the
extra money to spend on things inside their local charity shop. However, people that are older and are more likely to have a
stable income will be able to spend money and buy products from the charity shop. However, the campaign is going to be
aimed at younger people as they will be wanting summer clothing more than older people.There is no point in aiming the
advert at toddlers due to them not having the money to spend at a charity shop.

4. Campaign Proposal - Campaign Message
The overall campaign message is focused on being important and true to the cause
of the campaign. People buying the clothing should feel good about themselves
purchasing the clothes within the store as they will have donated to a good cause.
The slogan for the overall campaign is “A cost-effective cause” which gives the
impression that you are getting good quality fashion, but are also helping out an
important charity, which is a victory for both the customer and the charity.
Notes: This message that my campaign is proposing is that even though the price for the items within the campaign are
cheap, you are also helping for a good cause. So, basically, it is a win-win for everyone involved.

5. Campaign Proposal – Launch Date.
The launch date for the campaign will begin during the summer because it is apparent
according to statistics that many working people take long breaks during the summer
season which is a perfect gap for the charity to release a fashion campaign so that they can
have new clothes to wear for the summer.
However, each advert will need to be placed well at different dates to ensure the campaign
gets full exposure to its audience
The following dates are what my campaign schedule will follow:
• Advert 1 – 18th June
Advert 2 – 19th July
Advert 3 - 15th August
• All posters – 26th August
• Close of Campaign – 20th September

6. Campaign Proposal – Location of
Advertisements.
The adverts in the campaign will have to be placed in well populated areas to
ensure it gets full exposure for the charity. If the adverts were placed and slotted
into areas that are full of people daily such as a shopping centre as this will attract
very specific members of the targeted audience. If the adverts were placed in areas
such as a quiet village, the campaign would get no attention and the campaign
would be a failure. However, placing the adverts within a large populated shopping
centre or city would gather attention of people and people would be inclined to
visit a Cancer Research store.

7. Campaign Proposal – Legal and Ethical Issues.
In the entirety of the campaign, I must ensure that I do not use any copyrighted material
unless I give the original artist/company full credit. If I run into any copyright issues, this
could potentially destroy my magazine and could end its lifetime drastically. In the
magazine, I must make sure that I do not produce any content that could potentially harm
someone’s overall livelihood and/or reputation. I must also ensure my magazine has no
racial slurs, sexual hints or sexual insults. It must also contain no attacks on religion, age or
gender. The magazine must also contain no targeting against people with disability, or
attacking someone due to their social class. The magazine must also contain no
stereotyping against peoples race or skills, as this would upset people and create a barrier
in the overall audience. There must also be no use of intellectual copyright, all work used
for the magazine must be from my own hand and mind. The magazine must also not
contain any scandalous advertisements as this would be bad for the magazines reputation
and could potentially harm the sales of the magazine.

8. Notes and Specification - Product
• Product:
• Advert Campaign for Charity shop with a focus on Fashion.
• X3 images
• X1 Landscape (used on a billboard)
• X2 Portrait used newspapers/magazines & bus stops.

9. Notes and Specification – Target Audience.
• Target Audience:
• AGE – 17-25
• GENDER – Mixed.
• SOCIAL CLASS – Upper class, working class
• GEOGRAPHICS – poor areas, not rich areas.

10. Notes and Specification – Campaign Message
• Campaign Message:
• High quality affordable prices – good cause.
• Launch Date:
• Special Event, seasonal.
• Summer start

11. Notes and Specification – Schedule of
Advertisements.
• Schedule of Advertisements:
• 1st poster – 5th June 2017.
• 2nd poster – 21st June
• 3rd poster – 17th July
• All poster – 7th August
• Close of campaign – 11th of September.

12. Notes and Specification – Legal and Ethical Issues +
Code of Practice.
Legal and Ethical issues
Legal – Copyright – use your own work. Credit any who have copyright of logos.
Defamation – no content that can harm someone’s livelihood or reputation.
Obscenity - Ethnicity, sexual orientation, religion, age, gender, class, disability.
Ethical – Ethical Representation (Obscenity Law)
Intellectual Copyright – No stealing of other work or re-creating.
Code of Practice
Privacy – Misleading advertising.

13. Plans for Advertisements - Slogan
“A cost-effective cause.”
This slogan gives true meaning to the campaign, and makes sense for the campaign
as it is a slogan for a charity shop, in this instance – Cancer Research UK. The slogan
will be used on every advert in the campaign to stick into the audience’s minds. In
each advert, it will be placed cleverly within the image to give the images depth,
which will also help to make the campaign stand out compared to others.

14. Plans for Advertisements – Typography.
• The font for the adverts will use the same font for the title to make the adverts stand out, but also
stay close to each other within the campaign so they do not detract from the main purpose of the
campaign.
• A font for the title, which fits in with the campaign theme I am going for, is called “Rockwell”
• E.G “CANCER RESEARCH SUMMER SALE!”
This font is compact, bold and has character which is important for the campaign as it stands out
to the audience.
• Another font for the title, which also stands out, is called “Verdana”
• E.G “CANCER RESEARCH SUMMER SALE!”
This font is simpler and much more simplistic than the Rockwell font, but it lacks depth which is
where the font Verdana falls short for the title.
• The overall font for the rest of the adverts’ information and prices will use different fonts to make
them unique and different.

15. Plans for Advertisements – Images.
• Each advert within the campaign will use a different type of image and pose for the
models to keep them unique and separate within the campaign.
• Image 1:
• In this image, the model will sport a confused, but cheerful look, the model will also be
posing with their hands in their pockets whilst looking at the camera.
• Image 2:
• In this image, the model will be sitting, but in a thinking pose, replicating the thinking
man statue for comedic value which will make the campaign memorable and will
therefore give people an incentive to visit the Cancer Research store local to them.
• Image 3:
• In this particular image, there will be one model standing outside of the Priestley
building showing that the campaign aimed at young people. The model will be looking
directly at the camera and smiling.

16. Plans for Advertisements – Colour Scheme
COLOUR SCHEME
The title will be in pure white with black outlines to help contrast with the
background. The prices that surround the adverts will also be white with no
outlines to make them stand out compared to the title of the advert.

17. Plans for Advertisements - Logo
The logo for the chosen charity is below;

18. Production Plan – Photoshoot + Production
• Initial Photoshoot – April 6th 2017 (13:30 – 14:30)
• Re-shoot – April 8th 2017 (10:30 – 11:30)
• Final Photoshoot – April 10th (12:30 – 1:30)
• Dates for Production – April 13th PA.20
• Continue Production – April 15th PA.20
• Continue Production – April 17th PA.20
• Continue Production – April 20th PA.20
• Finished Production – April 22nd PA.20

19. Production Plan – Budget.
• Budget
• Equipment: Canon 1100D = £249.99 (free due to college allowing us
to use the camera.
• Travel Fare: £0
• Clothes = £175
• TOTAL = £424.99

20. Production Plan – Advert One (Costume)
• Costume 1 – The costume will be a simple outfit, e.g a jacket with jeans and trainers which will be
seen as a casual look.
• Male 1 -
• Jackets - £20
• Jeans - £10
• Trainers - £40

21. Production Plan – Advert Two (Costume)
• Costume 2 – The costume in this picture casual, having the model wear a jogging
outfit and trainers which will show that the model is relatable to the young
audience.
• Male 1 -
• Jogging outfit – £20
• Trainers - £10

22. Production Plan – Advert Three (Costume)
• Costume 3 – The model in this image will be wearing a jacket and shorts with trainers,
showing off very casual and appealing clothes to the audience.
• Male 1 –
• Jacket- £20
• Shorts - £10
• Trainers - £45