Research aims and impact

SOCIAL ACTION AND COMMUNITY MEDIA

Existing Product Research

Creative Media Production 2012 2

Case Study: (campaign/organisation name)

Purpose:

The purpose of this campaign would be to raise awareness. This campaign would have been designed to shock people into changing bad habits. It would have been made to inform people how bad a smoking habit is, and there is a phone number that people can call if they decide to stop. This would be the main purpose of this advertisement; to stop people smoking.

Aims:

One of the main aims of this campaign would be to persuade people to stop smoking. This is done with text that would have been used to shock people. This campaign has been made to try and get people to stop smoking because it damages their health, and would eventually kill people. There is a lot of anti smoking campaigns that use this technique, so they would have had to have done something that makes people think, otherwise they wouldn’t have taken any notice.


Techniques:

The main technique that has been used in this campaign would be the use of text. This campaign uses language that would most likely shock the person that is reading it. At the top of the advertisement there is a sentence that looks like its going to promote smoking, but once you read all the campaign then you realise that its trying to discourage smoking.

Another technique used would be the use of colours. There are only dark, contrasting colours that have been used in this and they can easily be seen. These dark colours, like black and red, are the normally the colours that are used with anti smoking advertisements, and they are probably used because they would make the biggest impact.

Another technique that has been used is the use of images. There is only one image that has been used in this advertisement, and even though its quite a minimalistic image, it gives a better idea of what the campaign is about.



Impact:


A smoking ban in England, making it illegal to smoke in all enclosed work places in England, came into force on 1 July 2007 as a consequence of the Health Act 2006. Similar bans had already been introduced by the rest of the United Kingdom before this — Scotland on 26 March 2006, Wales on 2 April 2007 and Northern Ireland on 30 April 2007.http://en.wikipedia.org/wiki/

Smoking_ban_in_EnglandWhile the ban affects almost all indoor workplaces,[7] some exemptions were provided:[8]

bus shelters (provided they are less than 50% covered, some councils however assume no exemptions apply),phone boxes (but box types K2 to K8 are included, because they are completely sealed)hotel rooms (if they are designated as smoking rooms)nursing homesprisonsoffshore oil rigs (only in designated rooms)psychiatric wards (until 1 July 2008)stages/television sets (if needed for the performance, except in rehearsals)specialist tobacconists in relation to sampling cigars and/or pipe tobacco.



Purpose:

The purpose of this campaign would be to try and change attitudes towards a certain issue. This campaign is clearly trying to bring about global change on racism.

Aims:

The main aim of this campaign would be to being about global change. There is a pledge that people can sign to help about the cause that they are campaigning about, and this is done with the use of sympathy towards the subject.


Techniques:One technique that helps this campaign achieve its aims would be the use of the image; its in black and white, which automatically makes it more dramatic and draws in the viewer. The image itself is quite simplistic, it doesn’t distract from the main aim of the campaign, which is to try to change views.

Another technique that has been used in this campaign is the use of text. There isn’t a lot of text on this advertisement, and the text that has been used is easy to read and should make the reader feel sympathy towards the subject.



Impact:


There were fierce race riots targeting ethnic minority populations across the United Kingdom in 1919: South Shields, Glasgow, London's East End, Liverpool, Cardiff, Barry, and Newport.[citation needed] There were further riots targeting immigrant and minority populations in East London and Notting Hill in the 1950s. The British Crime Survey reveals that in 2004, 87,000

people from black or minority ethnic communities said they had been a victim of a racially motivated crime.



Purpose: The purpose of this campaign would be to change peoples attitudes. The text that has been used help create this. This campaign looks like it has been placed on a bus shelter, and it would have probably been placed there because there will be a lot of people that stand there and have the time to read that every day.

Aims:

The main aim of this campaign would be to change peoples attitudes on homelessness. The text that has been used tells of a person that has slept rough and had people judge them because of it. This campaign would have been made to challenge that judgement, by saying that they didn’t choose to sleep rough, it just happened.


Techniques:One technique that has been used in this campaign would be the use of copy. This is the main focus of the campaign and it would be the main thing that the viewer sees when the look at it. This campaign has been positioned in a bus shelter, so the company that has made this have used a bold font so that the text is easy and quick to read. Another technique that this campaign has used would be the use of imagery. There is only one image on this, and its where the person slept. This campaign might have used a real scenario to focus on when making this campaign, but either way the overall look should make people think about what they can do to help.



Impact:


48,240 households were in temporary accommodation on 31 March 2011, 6 per cent lower than the same date last year.

On a seasonally-adjusted basis, 48,380 households were in temporary accommodation, similar to the figure of 48,490 in the previous quarter.

ComparisonsAll three of these campaigns are quite similar in their techniques; they have all been designed to shock. The first campaign, about smoking, uses text that, when read, should make people think twice about taking up, or carrying on smoking. The second campaign has been designed to make people think twice about making racist comments, or hearing comments and ignoring them. The third campaign is quite similar. This one has been designed to make people think twice about judging anyone that is homeless. These last two campaigns have been designed to change peoples views on a certain group of people, however the first campaign has been produced to change peoples attitudes when it comes to their own health. All three campaigns use a certain colour scheme to help their objectives, but in different ways. The first campaign, on smoking, uses dark, contrasting colours to draw in attention and keep the viewer interested. The second campaign uses the same technique, but it only uses monochrome colours. The third advertisement uses colours that still draw in the viewer, but it makes the image look more realistic, so people are more likely to believe it.

Research aims and impact

Health & Medicine

lot of people

case study

smoking rooms

main purpose

smoking ban

use of text

creative media production

main technique