Eval

Is your advertising campaign fit for the purpose and why?

My selection of marketing items for the SASH campaign are suitable and appropriate for as my main target demographic is 16-24 year olds, which is the specific age range in which SASH supports homelessness. In designing and creating my posters, I also wanted to give strong indication to the relevance of hosts and their part within the campaign – so I kept to a strictly, contemporary layout with a block colour scheme and some portrait imagery of examples of people that SASH has being involved with. I also went on to look at giving an equal ratio of features that would be deemed suitable for an older and a younger audience, which proved difficult to find a correct middle ground. In which here I had to select suitable fonts and context that would represent the charity in a positive mannerism rather than using stereotypical imagery of people sitting in the streets and giving an overall negative outlook on the charity at first glance.

I also think it fits the purpose successful because initially I wanted to portray SASH’s achievements and hard work in a optimistic way, this is why I chose to use smiling faces in my imagery and a bright green against a white background. Green is SASH’s trademark colour in all their marketing and virtual material, but it also is representative of calming, well being and good health – which works well with these types of advertising campaigns as they are much more easy to recognize through either knowing the charity previously or just at first glance seeing that the poster describes a positive outcome. I

I believe my poster’s fit the purpose of the campaign well in demonstrating a visual example of the hardship and sense of community that SASH gives with it’s volunteers and employees. Using phrases like “Meeting new friends…”, helps to give a more relaxed vibe to what would be a scary encounter moving into a new home with a stranger. Words like “delighted”, “incredible” and “welcome” are all comforting words to read in terms of looking to change someone’s life. It reflects well on the charity and also gives a strong outlook on how volunteers help young people who have been homeless.

Using statements taken from volunteers and youths that have been involved with SASH give a more personal feel to what the charity does, it’s a friendly approach to beating homelessness rather than using negative imagery and content that works on a “guilt” form of discretion on the impacts of homelessness. Giving a brief back story to someone who was homeless is good to show the reality of which young people face and finishing with a positive clause that closes the statement on a positive high helps bring back the attention to the work SASH does.

Does it communicate your message clearly and why?

My leaflet design gives a clear message of the benefits and social hard work that SASH do to help youngsters suffer when going through homelessness. I’ve highlighted certain important bulletins and phrases that are important with neutral colours boxes that compliment the green colour scheme the the white background. This particular form of marketing material I’ve based more on a younger audience by using a more relaxed layout with recognizable shapes just as pens, pencils, stains and breakfast plates that represent a typical morning breakfast or as if the leaflet is part of a worktop surface.

I could have improved the significance of the message by using taglines and more involvement of the SASH logo, as

there is little to do with the recognition of the charity here other than the image taken from the fundraising run which features the SASH t-shirt. I’ve taken lots of inspiration from

previous products created by marketing at SASH such as the alignment and separation of each segment of text via a

dotted line – but not really stuck to as much of a simple theme with the enthusiasm to entice a younger reader. Using one image that portrays the negativity of homeless may have

being more influential on people wanting to make a difference, it would of also aided the first initial purpose of the leaflet because from a distance it is not apparent what

the leaflet is aimed at. I would initially imagine these leaflets would be displayed in schools, doctors surgeries and youth

hostels etc.

My message was to stress getting involved with volunteering and all the great physiological benefits that come with helping the community, I included photographs in Polaroid frames that gave the effect of a notice board style and fitted with the theme of a young

demographic. I think I’ve worked well with including banners and typewriter style font as the text stands out against a fairly hectic background and fits with the theme of the material, I’ve used informative language taken from the online SASH website to fit with the

marketing campaigns overall theme and also provide details and information that could be value to a potential volunteer.

I have chosen a similar image style but instead used people as an example of SASH’s volunteers. I liked the idea of a Polaroid framing device as it fitted in with the theme of dotting segments of information around the

page but aligning them in a way that complimented the layout. Polaroid pictures also fitted in well with my

relaxed theme and demographic of 16-24 year olds, I like how they add a personal touch as if part of a scrap book

rather than a informative piece of material.

Another section of SASH’s marketing material I have looked and taken inspiration from is there FAQ section of the leaflet, I found this to be a really helpful piece of information for people who are just wanting to enquire but

maybe feel they can’t ring up. SASH’s leaflet is quite orderly and only features very basic bullet points, but puts across the message clearly and precisely . My

version is more detailed and fitted to the relaxed theme of having a “chat” rather than it being a strict list of questions.

I used a more relaxed layout to relate to the purpose of how nervous it can be to ring and ask about helping with SASH, the biscuit that mimics a love heart is representative of the friendly services SASH offer and how I personally believe

they would like to be recognized.

I felt is was needed to involve bold contact information for my leaflet where as SASH’s

was more low key and smaller – I used a full page for information so that I could

use a large more bold font and also include a map of where they are based.

Techniques:

Is it appropriate for your target audience and why?

I think my selection of marketing materials are suitable for my target audience of 16-24 year

because I have used a simple layout that works well in highlighting the key points of the

information that are relevant to a reader who may be thinking of asking for help or getting

involved volunteering with SASH. My main objective in relating to younger people was to

create small statements from previous teens and young adults that have turned to SASH for

help and used Nightstop. I’ve made them very personal to the charity, the statements were

wrote by myself in 1st person in the initial mind set of being either a person who experienced

help through SASH or a volunteer. I put myself in the position of what feelings and

experiences they could face but kept it brief enough to not drag the course of the poster’s

written ratio. I could of improved or changed this for the better by getting in touch with

people through the charity and getting real personal statements and photographs than

making it up to fit the theme – but overall for this project in particular I think it proved

successful and gave a professional finish. If this was to go to print for SASH’s marketing I

would need to change the statements to fit real peoples experiences rather than creating a

false account of events.

Using personal statements helped to create a relaxed atmosphere to the campaign, especially

for youngsters who are afraid or nervous about getting in contact or feel like they are alone.

It’s helpful and encouraging to read on other peoples experiences, especially when they are

of the same demographic and relate their personality to yours. I believe it gives a sense of

knowing there are other people in the same situation and SASH acts as a mechanism of

protection and support to those who face homelessness. As for statements from a volunteers

prospective, this works in a similar way to the first statement of building confidence and the

sense of courage to take part

in the campaign. The positive imagery works well alongside the statement on the

overall impact SASH’s work has on people from all sorts of backgrounds. Including

the name and age of the people in the poster gives a small touch of comfort

between a reader and the charity, rather than an informative, brief poster based on

facts and figures – this relates to the charities overall purpose rather than what it

significantly supports.

I have use typewriter style font for the initial long segments of text as it gives an

equal spacing of characters which allows an easy read and a direct understanding,

which works well for both and young and older demographic. For titles and

subheadings I have chosen to use a handwritten style font as if it has come

personally from the individuals at the charity. It gives a slightly rougher visual

compared to using a sans serif font – this works well with a younger audience that

focus hypothetically on colour and detail rather than text and layout.

An older demographic could also find this poster a useful source of information as it

provides an clean layout and easy to read text and logo, the traditional colour

scheme varies for each of the three posters so if they were to stand together on a

wall they would each be difference in terms of stories and colour. The only thing I

wish I could of changed is the size of the text used for my stories, it is very hard to

read clearly and understand from about a metre distance, you need to observe the

poster closely in order to full read both back stories. If I was to do this project again I

would experiment with various forms of larger more bold text or maybe reduce the

size of the images to make space for a larger amount of font. This would be much

more convient for my target demographic as they could quickly lose interest if not

being able to full understand the purpose and meaning of the campaign.

Compare and contrast your original ideas with the outcome you arrived at…

My first initial idea was to create a poster than was relevant to the relationship between a host and a person facing homelessness. I was going to connect them into clipping masks via Photoshop and put them in the shape of a puzzle, this is representational of the connection and similarities between people through the charities links and Nightstop. I would use various images, two young people (16-24) and two that could be hosts and connect them together via warping and merging. I was going to use a mixture of grayscale and colour photography to mix and match so that the images did not sit uncomfortable next to each other and flowed smoothly.

In my finished ideas I have still initially stuck with two images but not connected them and instead framed them within a stamp shaped box so that they stand, three dimensionally against the backdrop of the poster. If I was to follow through with this initial idea I would have taken my own photographs rather than use stock images so that each portrait had a white backdrop to connect the images into this shape.

For my title I was going to find a suitable quote or tagline that works well with describing family and community, this would be successful with these types of posters and they reflect positively and give a sense of wellbeing on the hardship on the charity. In my final ideas I used the phrase “Meeting new friends, changing lives.” this I felt gave a good indication to the purpose and goals of what a volunteer does for the charity and also how it effects youngsters that come for help. Looking back I personally believe using that initial tagline would have also worked well with this poster as they both portray a sense of connection and moral values between people from different backgrounds.

I would of used the same style of type and font for this poster and made the SASH logo and contact information apparent, along with the colour scheme. In terms of target demographic, I believe this may not of been as suited to an older audience in terms of using a puzzle, which relates to children and a younger audience – but maybe using a bolder colour scheme and sans serif fonts to create a more intense outlook would be beneficial of attracting my initial demographic.

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TITLE/HEADINGSUBHEADING AND SHORT

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Is the content effective and why?

The use of green and black banners work in harmony with the green and black tones found in the imagery. This works well with promoting recognition and a “trade mark” to the company, the colour green is representational of well being, happiness and good health. It is also a symbolization of wealth, which relates to the purpose of this particular poster in helping to raise money for the charity through fundraising.

Using imagery taken from the SASH website works well with giving again, more recognition to the charity and what it does. The majority of the images contain the SASH logo and are all positive, smiling faces that benefit the overall mood given by the campaign. Including vital fundraising images such as the photograph taken from a charity run, show working together as a team and building new friendships. I have chosen to do a mixture of both volunteers and younger people who have received help, this promotes the impact that fundraising has on people involved and persuades visually to get involved.

Including facts and brief information of why and how the charity need fundraising is effective in demonstrating the need for volunteers and the impact it has on others. I've also included a small section of potential, previous ideas that readers could take inspiration from and again, be persuaded to get involved. Using facts and figures work well with both older and younger demographics as the majority like to know what they’re getting involved with an the difference it will make to others.

This is a flyer rather than a poster and I assume it would be handed out by volunteers or left in waiting rooms in doctors surgeries etc. for people to pick up. On this assumption I have added a section that can be cut out and send to those at SASH upon reading the poster, if a reader wants to volunteer. Including this stresses how quick and simple it is to get involved in helping SASH, I also added in friendly quotations such as “Look forward to seeing you soon.” to exaggerate how friendly and most importantly, grateful – SASH are for volunteers and fundraisers. This works effectively with people who maybe just want to enquire rather than sign up, as I have added that a “Start Up” pack will be sent upon the arrival of their idea for more information.

Is the content effective and why?

I’ve gone for a different approach in this poster and have focused more on the imagery and creating a representation of loneliness and isolation through similarities and differences in people walking in the street. Here I decided to use question and answer to challenge a reader’s opinion and personal views on homelessness and what initially comes to mind when they think of someone who is homeless. Stereotypically often people associate homelessness with sleeping in streets and doorways, dirty clothes and little food. When conducting my survey on what people on the social networking site, Facebook – I asked what three words came to mind when you thought of the word “homeless”, the majority said they thought “Dirty, poor, alone.” I decided to incorporate those results into a poster than targets a wider sector of individuals in a spot-the-difference phrasing that tricked the eye to find a stereotypical image of a homeless person within a large crowd.

I think this proves effective because as you can see there is no one who looks to fit the description of a homeless person, meaning that anyone in a crowd could be facing it, no matter what age or appearance. This relates to the feeling of isolation and loneliness within a crowd as no one can physically notice you are without a bed at night, often especially with young people – you can feel as if you are alone and no one can help you, returning back to the purpose of SASH.

I chose a green colour scheme similar to all my marketing materials, the same Travelling Typewriter font and style of the layout. I wanted to keep a consecutive pattern of marketing that could be recognize as an individual piece but also as a group. Using a grayscale image benefits the intensity of the colours well and allows both equal view of text and image. If I was to do this poster again I would maybe include more text and contact information regarding getting in touch with the charity, or a more effective picture. I would have also included more information about Nightstop for people who need help upon reading the poster.

What impact do you think your advertising campaign will have on the public and why?

I think my advertising campaign has a strong but also positive impact on the public by the way I have approached and tackled the opinion and stereotypes of what people think someone who is homeless will look like. Using images of young, normal teenagers is a strong setting for how anyone can be homeless and appearance is not everything. This can also relate to people considering becoming hosts but are scared of letting youngsters live in their house for feel of harm or theft that is commonly associated with teenagers in the media, I have tried to create a relaxed approach to combating youth homelessness – using a selection of greens for my colour theme represents calming, well being and good health but also is a nice colour to look at compared to reds or heavy, electric blues that can symbolize danger or panic. My text is simple and easy to read but also is a good neutral balance between an older and younger demographic as there is no significant relevance in the appearance of the text to either demographic. The imagery I’ve used is quite contemporary portraiture that has been sourced from online, I feel I could of benefitted more from taking my own imagery as it would of flowed nicer and all the images would be of the same composition rather than having to crop and shape to fit the page. Positive, smiling faces give a warm impact on a reader when faced with talking about a controversial subject, it’s nice to feel that SASH has helped people visually.

What are the technical and aesthetic qualities of your work?

White text against a background creates a bold impact but not as heavy as using black, the vignette sculpts and embosses the banner so if it was to be against a bus or a billboard it would give a three dimensional effect. Using a black/beige border around certain elements of the text highlights the significance and brings attention to the facts enticing people to read on.

Context is based on initial facts taken from the SASH website so that it flows well with the initial theme of the majority of SASH’s marketing strategy. It’s quite strict and to the point, there is no means any method of persuasion – it comes across as a direct instruction which I personally think works well when targeting subjects like this that effect the country on a whole.

Using the skyline I think is a good aesthetic quality of relating homelessness to the streets. I think this works well with targeting 16-24 year olds as often sleeping in the streets, especially in big cities can feel like there is no where to go or no one to turn to. Framing SASH in a house shape that stands tall above the skyline works well as showing how SASH stands in the community as a beacon of help to people struggling. It’s a much softer approach I think to bringing in the SASH logo and I feel adds more technical knowledge to what the poster’s purpose is.

This is a more relaxed method of marketing and doesn’t really give as much knowledge of significance to homelessness. It was a quick design where I believed incorporating tea and

biscuits worked well with encouraging people to be brave and get in contact.

I feel I could of really improved this more by adding in some more imagery or brighter colours to extenuate the impact SASH has. This doesn’t really explain or give an insight

into what SASH do, I should of looking back, looked at including relevance to the hosts or 16-24 year olds that are involved with SASH. I believe this particular product is inviting and

friendly to the public in terms of promoting the attitude of SASH and it’s approach but hasn’t much indication to the purpose.

The layout I believe is the most successful part of this product, outline the images with a white stroke allows them to have a cleaner edge and act as if they have been stuck onto

the page. It would work well with an older target audience that perhaps take part in coffee mornings etc. – this would be a good product for fundraising events or gatherings.

For this particular example I have done two variations of the same poster but in two different styles to show comparisons of my work throughout the two weeks. My first idea to the left and my second more developed idea to the right. In my first design I’ve stuck to the layout in my first initial posters and fundraising flyers, using green and white banners to separate large quantities of imagery from the text. In my new design I used a variation of horizontal and vertical banners to separate the images but also overlapped them to form a tape-like effect.

I wanted to have more freedom with Photoshop’s effects and tools and also wanted to target more at teenagers within my 16-24 demographic. Through this I ended up with the idea of using a desk textured background with various pens, pencils and stationary to relate to an education-theme that would be associated with teens and they help SASH offers to get young people back into education. I also included a mobile phone with font mimicking old school text-cyber style to fit well with the phone, this gave the impression of a text message which fitted in with SASH. I think I have really improved in showing my knowledge of Photoshop in my most recent design compared to my initial idea as I have included the overlapping of layers, cropping, embossing and adding drop shadows to certain objects to give the effect of them resting on a desk.

I think both posters could work well with fitting in the purpose and theme of SASH, but both are more suited to two different demographics – the first is more suited to an older audience as there isn’t a very hectic background an and more text than imagery. Where as the second has more youthful qualities such as a mobile phone, hair grips, patterned tape and school equipment.

Overall, I think I have created a successful variety of marketing materials for SASH’s campaign against homelessness that fit well with both older and younger generations of readers and also well with people looking for help or looking to volunteer. I have adequately chosen text and imagery suitable for my demographic that works well in promoting SASH to the public in terms of contacting and fundraising. I have shown a good understanding of Photoshop and inspiration taken from previous SASH marketing which I have incorporated into my own work. I could have improved my context and imagery by writing my own information and photographs rather than sourcing but unfortunately required more time and equipment. I am happy with the final outcome and have learned new skills along the way through individual practice.