Task One // Research

Social Action and Community
Media
Existing Product Research

Creative Media Production 2012
Case Study: worldwide breast cancer
Purpose:
• To bring about local, national
or global change.
• Change attitudes
• Raise Awareness
• To strengthen community ties
• Provide information
• To campaign
• Build relationships with
subjects
Aims:
I believe the main aim of this
poster is to raise awareness &
change attitudes in this
particular group to get them to
check themselves for breast
cancer.
2

Techniques:
There are a few techniques the producer of this poster have used to draw the attention
to the audience.
The use of fruit as breast adds a slight humour to the overall campaign, although it is a
serious topic, they have opened up the then taboo subject to more women as if they
make it look less striking & scary more people wouldn’t be afraid to check themselves
just incase they do find something.
The lemons are meant to represent the breast & link very well with the copy on poster,
as it features the text ‘Know your lemons.’ (meaning breasts) & ‘It only takes a minute to
check for a bad seed.’ (meaning the possible cancerous lump they could find). This also
draws attention to the fact is doesn’t take long to ‘know your lemons’ & to actually check
them. This positively raises awareness to the campaign of ‘worldwide breast cancer’
awareness.
The use of a almost regal chair for the ‘lemons’ gives the impression that they are of
importance and that they deserve to be checked.
The colour pink is the most often colour associated with breast cancer awareness & it
also typically connotes femininity, so it makes sense to be used on the poster as it is
quite clearly aimed at a female audience. The colours also contrast against one another
well, allowing each individual feature to catch the eye.
At the bottom of the poster you can find a link to a very useful website that really shows
in an easy way how to & what to check for, what to do if you've found something & other
helpful information.
3

Impact: Evidence of any change being brought about through projects
using words and or graphics.
4
This graph represents the increase in diagnosis to
breast cancer has increased from 1975 to 2011.
This could be due to a number of factors including a
growing population. These numbers are from
Europe.
This chart shows the survival rate of breast cancer from the first
year of getting the cancer. You can see this number has increased
overtime from 1971 to 2011. The survival rate has increased from
82% in the fist year to 96% in the first year. This could be to a
number of factors including better medical treatment, but you could
count the awareness of campaigns like the one we’ve looked at as
attributing to more women checking themselves earlier & getting to
hospital earlier, which would then lead to a possible earlier
treatment, which should increase the survival rate.

Case Study: Un-Fair
Purpose:
• To bring about local, national or
global change.
• Raise Awareness
• To campaign
• Build relationships with subjects
• Challenge dominant representations
and agendas
Aims:
The main aim for the Un-Fair campaign
was to challenge dominate
representations and genders as it is
tackling racism & showing that racism
still exists, yet some people cannot see
this. Another main aim is to build
relationships with subjects, as racism
can usually be seen now as a thing of
the past, but we need to reopen this
relationship again.
5

Techniques:
In this poster, the creators are really trying to draw your attention in with an interesting concept,
as she has writing all over her face (you don’t see that everyday). Two interesting points are
‘written’ larger than the other text: ‘Is white skin really fair skin?’ which is an interesting question
(although it may be rhetorical) which should draw in the audiences attention in to read further
into the text. The other word that is clearly in larger text is Unfair, which is also the name of the
campaign/organisation.
They used a white female with blonde hair and blue eyes in the poster, which isn’t your typical
model used when you are discussing racial issues. The un-fair campaign takes a different
approach than most campaigns to stop racism by directly targeting at the race that comes in
contact with the least amount of racism. Because we don’t see it or it doesn't happen to us, we
don’t speak out on it & we should as a race.
The high contrast and quality of the photograph really brings out her typically white features
(blue eyes & blonde hair), which is one of the main points to make in the poster. The fact it is
high quality also shows that the campaign is professional & is seriously trying to make a
difference.
6
Case Study: Un-Fair

7
Case Study: Un-Fair
Racism has beed around for a long time & doesn’t seem to be completely dying out,
that is the reason why campaigns like that need to still be pushed to try and end it.
Although we believe as a society a lot of the time the racism isn’t here anymore,
poles & graphs still show that racism is still around today.
The graph to the left really shows how much
still is around & highlights that as white
people, we do not realise, compared to black
people, that racism is still seen towards
African Americans. It shows that only 16% of
white people think there is a lot of
discrimination to African Americans, whilst
46% of black people say that there is 46% of
discrimination towards African Americans.
This shows work still needs to be done by
campaigns & organisations like Un-Fair.

Case Study: Labour Party
Purpose:
• To bring about national change.
• Raise Awareness
• To campaign
• Challenge dominant representations and
agendas
• To change voting behaviour
Aims:
The main aims of this campaign are
obviously to change voting behaviour, as
Labour are trying to secure the vote away
from the Tories. This poster is from 2014, so
this will be part of the campaign to get back
into government from the tories/lib dem
coalition. This also provides information as it
mentions the fact ‘hardworking people are
£1600 worse off with the tories’. This would
also try and raise awareness & change
attitudes.
8

Techniques:
The main techniques for this campaign are to draw attention to the fact that the Torie
government are making hard working people worse off by being in government.
The image used is very striking as it really does play on the stereotypical photographs
of George Osbourne holding up the briefcase that has the budget inside. This is meant
to show that the Torie party believes it is special & are not really thinking of the
everyday people, they show this by letting a woman hold up a ‘shopping’ carrier bag
(which would need to budgeted now) which says ‘we’ve all got budgets George’. The
red bag with the white writing allows it to have the attention drawn straight to this fact,
making you more likely to read the rest of the photograph.
Another thing to note in this photograph is that the black door behind the woman
features the number 11, which is just one number above number 10 downing street,
which again shows what should be equal between every person.
Politics will usually use each others weaknesses and such to outdo one another & to
hopefully gain more voters.
9

10
In the latest polls, according to YouGov & Sunday Times, the Conservative & Labour
both have the same amount of ‘Headline vote intentions’. You could say this is a sign
that the posters and campaign are helping again to now try and get Labour over the
Conservatives. You cannot base the entirely on the one poster we have looked at, but
you can definitely see a change.

Case Study: Keo Films
Purpose:
• To bring about local, national or
global change.
• Raise Awareness
• To campaign
and agendas
• To create access to media production
for non-traditional groups
Aims:
There are a few aims that together for a
production company like Keo Films
that really try and produce films that
change attitudes & provide
information. They do this in two ways:
create access to media production for
non-traditional groups & challenge
dominant representations.
11

Techniques:
Keo films have produced many documentaries that have a focus on un-represented groups &
try and produce them in unusual and creative ways. Some examples of these documentaries
include : Excluded: Kicked Out Of School, Skint, Welcome to Rio, Bradford: City of Dreams,
Living with the Amish & Jerusalem on a Plate.
Those are just a few examples of the documentaries they have produced that have become
popular for the content they provide, as it provides the general public with information. This
information may lead to a change of attitude in society as we start to lean more about that
particular culture.
The mane techniques they use to get their message across is through film & TV, which is one
of the bigger ways to get your message across as there is potential for a large audience to
watch. This technique is different to the other case studies as they are print-based. Comparing
it to the print-based advertising, you will usually have to try harder to get your message across
in documentary form & make it seem interesting as not everyone will want to watch your show.
On their website, the images of each documentary is in black & white which really makes each
individual documentary seem important. It also helps to connote seriousness & truth, as the
saying goes ‘everything’s there in black & white’. The images also turn into colour once you roll
over them, which shows a less serious & more approachable tone to the situation.
12

13
There isn’t many ways we can see if there have been any changes through some of these projects,
although you can hope that people are paying attention if the information to what is said in the
documentary.
One way we can see that the projects are being paid attention to is that they have won awards for their
work, which shows their documentaries are good & are being watched. Below you can see a list of some of
the awards they have won for their documentaries.

Purpose:
• To bring about local change.
• Raise Awareness
• To campaign
and agendas
• To create access to media production
for non-traditional groups
Aims:
There are a few aims that together for a
production company like Deaffest &
the main aim is to create access to
media production for non-traditional
groups. The Deaffest allows Deaf
people to join in & produce as part of
the film & arts festival.
14

Techniques:
Main stream media does not take advantage of the incredible talents of some minority groups,
like deaf people, so Deaffest have built a film & arts festival for this audience. It is important to
give these minorities a platform to go to and show their work at.
As it is a festival, you typically won’t usually find prong-based advertising like other case
studies we have looked at, but it is a media platform that allows two other kinds of media (film
& arts) to be presented & it does promote the minority group of Deaf people.
By targeting a specific minority, you will usually draw more attention to the cause, which is very
important for such minorities. They will also usually be open to receiving news & joining in with
such things because they could be looking for platforms catered towards them.
The Deaffest hopefully draws attention from majority groups which may not have this disability,
which raises awareness and can hopefully show the mainstream media ti pay attention to
minorities like deaf or blind people.
In their logo they use two hands which are clearly doing sign language, which is useful for the
audience of the festival.
15

16
There are testimonials you can find on their website from people that have been to Deaffes

Task One // Research

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