The document discusses research on campaigns to promote reading and reduce phone use. It provides details on: - Reading campaigns typically use illustrations from children's books and warm colors to appeal to kids. Fonts match those in books. - Anti-phone campaigns use dark colors and imagery over words to depict phones' negative impact. They aim to raise awareness of overuse issues. - The Stop Phubbing campaign coined the term "phubbing" for ignoring others by using phones. It gained attention worldwide and studies found the behavior harms relationships. The campaign's goal is to spread knowledge to reduce phubbing.

1. Name: Sophie Baker
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2. Product research:

3. Product research:
With the reading campaigns and posters their key word was ‘Read’ to get their
point across very quickly and clearly. To accompany this is an illustration, most
likely to match illustrations in children’s books, to go along with the word.
Because the main target audience for reading is children to encourage them away
from technology and to develop more long-term skills with reading the
illustrations on reading posters are more aimed at children. Usually with animals
or characters on them from children’s books. The colour scheme tends to be very
warm and bright or warm and neutral to be more appealing rather than harsh.
Especially given that they are trying to appeal to children more than adults and
the message is a positive one which means the colours need to match this positive
outlook. Overall the colour scheme is meant to be The fonts used for reading
campaigns and posters tend to be in serif fonts because the vast majority of books
tend to be in serif fonts to match the link between the posters and books. There
also tends not to be any factual information but on a poster by the National
Reading Campaign in Toronto they made a poster of a child reading a book with
the text displayed in different styles and positions saying, ‘First it helps you to get
to sleep. Then it helps them realise their dreams’. That piece of text is the key
element to the poster but there is a larger piece of text that states, ‘Reading
gives our kids better opportunities. It’s time we did something for reading. Join us
at nationalreadingcampaign.ca’. The posters for the campaigns could be more
informative but they are more in need of encouragement and educational matters
rather than informative and factual.

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5. Product research:
Posters and campaigns to promote people to stop using their phones tends to use
imagery more than words and statics to show their audience what they’re trying
to say. This is most likely because the issue of people using the phones so
frequently nowadays we know what it looks like more than anything so the
message is easy to portray through imagery because a vast majority of people
know what a smart phone looks like and a lot of people feel about the negative
connotations of using their phone too much. The imagery in these posters can be
photography of people using their phones but the use of illustrations and graphic
designs allows a more creative outlook of the message to be portrayed. Such as
the phone growing roots around the users hand The colour scheme with these
posters tends to be dark and cold because the message that they’re trying to get
across is a negative one. Due to the use of smart phones being the key element to
the campaigns the main source of bright colouring in these posters is the glow of
the smart phones on people’s faces. With these dark colours and the connotations
of a negative message the purpose of the campaigns is to raise awareness by
informing and to promote people to stop using their phones so much and socialise
with the people in front of them rather than online.

6. The client:
The ‘Stop Phubbing’ campaign was originally a Facebook page founded on the 29th
May 2012 by an Australian college student called Alex Haigh who worked at the
agency McCann. Why this campaign was made was to stop people using their
phones unnecessarily in social situations. The word originated by a group of
authors, a lexicologist, a poet, and a cruciverbalist came together in the
University of Sydney to create a new word that describes the rude act of someone
using their phone in front of you to go on social media or other activates instead
of interacting with you or the other people around them in social situations for
the Macquarie Dictionary of Australia. In 2013 a short film called, ‘A Word Is Born’
was created describing the word as well as the campaign as a whole to make the
issue more well know. As the word became more well known media outlets in the
UK, Mexico, Germany, etc. began to work with the ‘Stop Phubbing’ campaign to
gather statistics through survey's to back-up the campaign even further to help
people see that it is a factual issue at hand nowadays. This is how the campaign is
funded, they aren’t funded through money but media and word-of-mouth so that
they stay relevant. And because the issue is about phones and the heavy
consumption of social media in replacement for social interaction with the people
in front of you it helps keep relevant for a relevant topic.

7. The issues:
There is only one issue that is associated with this campaign which is to inform and
eventually stop using their phones in social situations because to many it is seen as
rude because of the anti-social and almost as a way of interrupting them and not
wanting to interact with them either because being on their phone is their main
source of attention at that moment. Some of the impacts that they have managed
to achieve through their campaign is gaining statistics with other countries to gain
factual information that ‘phubbing’ is a genuine thing and needs to be stopped.
When the word had been created it sparked a lot of attention and as the statics
came in it gather more notice through people online, on talk shows, by celebrities,
etc. as a topic which is now known in 180 countries. Their goals weren’t like many
others such as earning money for a cause and gathering members but rather to
keep relevance worldwide to get people on board with the issue. Because they
have a social issue they need to make sure that people are talking about it which
is what is still going on. Back in 2012 when the word was created talk show hosts
talked a lot about it but once the short film was created more countries had
access to the term and campaign. The latest article about the term was in
November 2016 talking about, ‘Is your partner ‘phubbing’ you? Researchers say
phone snubbing is killing relationships’ proving the campaign isn’t out of people
knowledge in recent dates. This is their main goal to keep achieving because with
the power of word-of-mouth and the Internet talking about ‘phubbing’ people will
become more aware and will hopefully take it on board so that ‘phubbing’
becomes non-existent in social situations.

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