Evaluation

Evaluation

Social Action & Community Media

Is your advertising campaign fit for purpose and why?

I think that my business cards are very fit for its purpose. This is because I specifically aimed everything I did at the target audience. For example all colours used were set in the correct tone to ensure nobody got any false thoughts about the campaign.

This campaign would like for everybody to know that most people between ages 16-24 who are involved with SASH, are happy and safe. Which is the purpose of the photo I used on this business card aimed at young people who are in need of help.

The colours I used throughout the business cards are all pastel colours which gives a calm, soft look. This is so that people will have the exact same impression about SASH, about it being calm and soft.

Does it communicate your message clearly and why?

The message that this charity would like to communicate, is that SASH are ‘preventing youth homelessness together’.

To put the message across so clearly, I thought that it would be a good idea to put the tag line in a very obvious place where people would have to read it. Therefore, on the business cards, I thought it would be a good idea to place it on the back side so with a few of the logos creating a pattern. Because this page is so plain with such little detail, it helps put the point across more.

Does it communicate your message clearly and why?

This poster has a very dark and dull tone, which is completely different to the rest of the adverts which I have created whilst in production. As I had spare time, I produced the poster. However, it was not planned, which is why this is so different to the rest, as I thought it would be good to have one different from the rest. However some may say that this is a bad idea as it will change the overall theme to the adverts.

I thought that by putting the “preventing youth homelessness together” behind some exciting shapes, with a lowered opacity, could help bring the meaning out and make it more bold. This definitely worked as the second thing I automatically look at when viewing this poster, is the text. The first being the image.

Is it appropriate for your target audience and why?

When I created the business cards, there were three different target audiences.

1. 16-24 year olds in need of help 2. People wanting to know more information about SASH3. Volunteers or people interested in becoming volunteers.

Where as my poster and my bus advert have a target audience with a much larger population as they are aimed at most people. They are simply just to raise awareness about SASH

Is it appropriate for your target audience and why?

I would say my products are very appropriate for their specific target audiences as I have set the correct colour tones, the images could not be offensive in any way, I thought very well about the language I use and also the way I have presented everything.

I specifically used this quote in my business card, which is aimed at people who are interested in becoming a volunteer, because phrases such as “difference to young peoples lives” is very big and dramatic, which shows what a massive impact they make on peoples. This will help people to see the changes that can happen. The audience may feel influenced into also making a difference, just like the couple on the business card.

Compare and contrast your original intentions with the outcomes you arrived at.

SafeAndSoundHomes

‘All our visitors have been polite, undemanding and a pleasure to host.’

Preventing

Youth Homelessness

Together

Compare and contrast your original intentions with the outcomes you arrived at.

There have been a lot of changes made during production which I think have made a better impact. The main difference which has happened is the colour arrangements. This is because the colour I first planned to use on my logos was purple, this then turned to a more neutral colour, which is now more of a darker green or grey. I thought that this made my work look a lot more sophisticated and professional. If I did use the shade of purple that I planned, the audience may have thought it was more feminine rather than aiming my adverts at both genders as they are supposed to.

I also changed the way that the images would be on the page. When planning production, I thought that I would be creating a page where the image would be one of the most important things on the advert. However, I changed my mind as I thought that the text was more appropriate to stand out. Therefore I lowered the opacity on the images. Not only did I lower the opacity, I also used the eraser tool on Photoshop, to erase some of the image to make everything look tidier.

Compare and contrast your original intentions with the outcomes you arrived at.

When I first began to plan production, I decided that I would not use any of the real SASH logos, colour tones are fonts. Therefore I did a rough plan of what I thought I would be using. I planned to a pastel purple theme for the campaign to make it very different to the original. However I found that this did not work and it did not look professional and neat like I wanted. I also planned to have my logo purple, of the house I created using a square and a triangle. This is another thing which I changed as this too, did not look up to the standards I wanted my work to be at.

I then changed the logo, however I did use the same method. Which is a square and a triangle. The difference in the logo and the other logo I planned to use is that this second one does not have a colour overlay. I prefer this logo as it looks much more professional and appropriate for my target audience.

Compare and contrast your original intentions with the outcomes you arrived at.

Compare and contrast your original intentions with the outcomes you arrived at.

As I did not want to work from SASH’s creative ideas, I decided to re-design everything myself. In my original ideas I decided that I would be using Cavier Dreams font on all text on my page, however when I downloaded this and tried it in my work, I did not like it with the theme of my adverts. It looked to creative when I just wanted it to be suttle as I need people to understand the importance rather than seeing it as fun and happy. Therefore I than changed my fonts to Candara.

How effective are the techniques you have used and why?

On all the images I did the same effects, to create a link between all of my work. I did this to make everything more professional and noticeable. The effects I did were by using the elliptical marquee tool. I used this, the went to ‘Select Inverse’ which then would let me play around with effects to get the image how I like it, without changing any information on the area which I had selected. When I had done this with an image, I would then place rulers to make a border, and erase any of the image which was out of the border. When using the eraser tool I added a feather so that it looked more of a blur than a block eraser. This made the image page look more presentable. When I had the images sorted on the page, with all the text added, I thought there was too much focus on the images which took all the light from the text. So then I thought it would be good to lower the opacity on the images. This worked, as now the images do not look they are the priority on the page.

How effective are the techniques you have used and why?

I would say that these techniques are very effective in my work as they help set the tone and show that it is a very calm, neutral campaign. If I was to just place the images on the page and not add any of those effects, then people would be just looking at the image without noticing the idea behind the advert. People would not realise that this is a charity and it would also not raise awareness.

On two of my adverts there is the tag line “preventing youth homelessness together” however there are shapes underneath. I added these shapes to create attention in that area of the page. This is because I found that the font I used was not bold enough and exciting enough to catch peoples attention. So I found that if I added something to draw them in, they would then read the text above these shapes. When I did these shapes, I lowered the opacity again, so that the text stood out more than what they did.

How effective are the techniques you have used and why?

When I visited the SASH website, I saw that they had done a similar thing to what I had tried on my posters. Even though theirs is on a website, they have added a shape, which also happens to be the logo, on top of an image with a lowered opacity. This shape also has the text in which they want the viewers to read. I think that I had the same idea as the creator of this website as they grabbed my attention with this shape. I hope to think that I have the same impact from the shapes I chose to use.

Is the content effective and why?

One of my posters especially is effective due to its ‘dark’ story and image. I chose to do this as I thought it would be different from the rest and put the point across that we need more volunteers or there is going to be more and more young people on the streets. I think that people will view the poster and will want to help and will tell others about it.

The difference between mine and SASH’s work is that they show the impact that they make by using particular languages such as “we make a difference to young people’s lives”. Where as my work is more about raising the awareness of SASH and getting more people to be interested.

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

The business cards which I have created will be handed out in public places to the target audience of that specific business card. I hope that these cards raise awareness of SASH to allow all the public to know about it, where they can find information and how they can help.

One poster I created in particular is very touching and shows emotion. The image of the young girl on the streets is very cold and upsetting for people to see. This will hopefully make people think twice about helping SASH to prevent more of them young people on the streets. I also feel that people may see that poster and reflect it on their own families lives. They may want to help as they would not want somebody they know to be in that position.