Social Action and Community Media

Existing Product Research

Case Study: (British Heart Foundation)

Purpose: -The purpose of this text is to inform people about potential problems they may have with their body. -It is a campaign poster from the British Heart Foundation, which is a charity campaign. - The campaigns posters purpose is to shock, and make people realise the severity of aches and pains that could be vital to their well being. -The purpose of the campaign is to create national campaign as it is from a national charity such as the British Heart Foundation. -The main primary purpose of this campaign poster is to urge people to call 999 at the first sign of severe chest pain, this may also prompt people to visit their doctor regularly as it could trigger someone into worrying about an ache or pain. -This poster could also challenge gender stereotypes as men are more known for not addressing their health issues and there is a man on the front of this campaign poster. Aims: -The aims of this campaign poster is to firstly attract people to read it and look at it, this is done by the shocking image the designers have used of the man with a belt around his chest made from skin. The designer has probably chosen to do this to shock people and let them know what a chest pain could be doing to a persons body or insides. -Another aim of the poster is to be informative, as it lists contact details for the NHS and informs the public that they should ring 999 if they have severe chest pain. - Another aim of the campaign is for it to get people to start talking about it and to build a relationship with the subject, because chest pain and what severe problems that come with it are not as widely discussed or known about as something like cancer which is more talked about in the media. -The aim of who the campaign is aimed at could be argued that it is primarily at men as the image on the poster is of a man as well as the stereotype that mean leave their health issues for longer without going to the doctors. It could also be aimed at the women who have men as husbands as they could be shocked and urge men into visiting the doctor or making appointments for husbands or fathers that they are related to.

Creative Media Production 2012

Case Study: (British Heart Foundation)

Techniques: -Some main techniques that the designer used, include; -The Color scheme this is taken into account, because the poster has been designed to have a very dark feel and because of the colors and the dullness of the photograph used, it has certain connotations attached to it because of the color scheme and contrast and saturation on the photograph. For example the black, red and white and the pale complexion and redness of the mans body all have connotations of death, danger, purity. The color red used on the tone of the mans body symbolizes danger, the black background symbolizes death and the white writing contrasts to all of these connotations and may have been used to symbolize help as white is an angelic color which has connotations of purity and health. -The Photograph used- Use of colours within this advertisement have been thoroughly thought out, the charity have used colours such as black and red and a contrasting colour such as white on a black background to make the advertisement seem bold and in their audiences faces. The effects regarding colour used on the photograph of the man, have also been thought out well, by changing the levels of saturation and contrast they have made the mans skin tone look ill and unhealthy by making his face seem pasty and his body look red, giving him a corpse like look. -The designers of the poster have also used a metaphorical belt around his waist, using Photoshop that is made of his skin, this gives the advert more severity and makes it eye catching as its unusual. - The Language/Copy - Although the campaign poster doesnt particularly use emotive language to appeal to the audience it does however use an emotive picture which will appeal to the audiences emotions. The campaign does however try to use personal language as it speaks directly to the audience by using words such as your body which makes the poster seem a lot more personable and almost like it is aimed at each person in the audience separately. -The Fonts used have been specially selected to catch the readers eye, the font is a clear simple easy to read sans serif which is bold font. The font is also printed in capitals to create even more impact, as well as being white, so it is contrasted clearly against the black background. - The Tone of the campaign is very straight forward, and to the point. The language used is slightly emotive but more instructional. The poster uses lots of language techniques such as using declarative phrases such as the main piece of text in the middle of the poster.

Creative Media Production 2012

Case Study: (British Heart Foundation)

Evidence-There is evidence that the work of the British Heart Foundation has impacted certain factors to do with heart disease, for example certain facts and statistics that are on the charities website, include statistics such as how much life saving donations have impacted heart disease, due to the work of the charity, for example 90% of the UK public supports organ donation, in 2011 only 28% are on the NHS Organ Donor Register, and demand far outweighs supply of organs needed for transplants in the UK. This statement proves that over time the British Heart Foundation have made people more aware of these issues, which has resulted into more people supporting the charity. -Other important statistics included on the website that give evidence or how the charity has supported and improved the issues or certain aspects of heart disease- healthy increase, Between 1970 and 2007, the amount of fruit and vegetables available to the UK population increased by 60%. this is another statement that could have been impacted by the work of the British Heart Foundation, informing people that they should be healthier to avoid heart disease. More evidence that backs this statement up even more is a section about how to avoid heart disease on their website which informs the public of useful and potentially life saving information.

-This is an extract of a webpage from the British Heart Foundation Website. There are clear instructions and information of how to Keep your heart healthy. This is evidence of the charity actively trying to lower heart disease.
-There is also an admirable figure such as a well known cyclist promoting the charity.

Creative Media Production 2012

Case Study: (Barnados childrens charity)

Purpose: -The purpose of this advertisement is to mainly to raise awareness about child abuse, even thought the advertisement doesnt include much information it does however list a contact number for the charity and a website link which will take someone to information and how they can help. -It also has another purpose of making people build a relationship with the subject because if the advertisement brings out a discussion on the topic, more people will begin to understand the importance of the charity and want to help. -The advertisement also provides information such as a contact number and a web link, it provides people with the necessary information they need to use to get involved with the charity. -This campaign could also have purpose to infiltrate mainstream media, such as the web, television and print media. Aims: -The aim of this campaign is to appeal to the publics emotions and make them want to help the charity, whether donating money or possessions to help the charity raise money and give a child a better quality of life. -Another aim the charity could have is to persuade people to volunteer as a helper or to promote the charity and do charity work. - The main aim is for people to either visit the Barnados website and learn more about what the charity is about or call the number to see how they can potentially change a child's life.

Creative Media Production 2012

Case Study: (Barnados Childrens Charity)

Techniques: -Some main techniques that the designer used, include; -The Color scheme, the designer of the poster has used a dark color scheme with an overall tone of brown, these colors have probably been chosen because they create a sad atmosphere, which works well with what the campaign is about. The color used on the girl is very mono toned which makes her seem unhappy and forgotten, as the girls help her fade into the black background. The black background symbolizes darkness like the child is in darkness, because of the color black having negative connotations. Whereas the writing used is in the color white, which clearly stands out against the black background, which could possibly symbolizes hope for the child as the color white has connotations of purity and youth. -The Photograph used is of one single child, the child is also a girl which could suggest the designer has used gender stereotypes as women and girls are usually more vulnerable than men or boys which therefore possibly makes the campaign advert more successful. The picture used is also a very emotive photograph that will appeal to an audiences emotions as it is a photo of a young vulnerable child. -The Language/Copy The language used is very simple but very instructional as the campaign is telling the reader what to do, however it is up to the reader as to whether they act on it. The copy is also very minimal as more information can be found at the website or by calling the number. -The Fonts the designer has chosen to use are sans serif, which make the text look clear and easy to read, the font is also in capital letters which work well as they give the text even more emphasis and make it bolder. - The Tone of the campaign is sad and urgent, because of the language used as it is very direct and straight to the point urging the reader to do something, the tone of the campaign is also upsetting as it is about children and abuse which is a very taboo subject, because people find it distressing. The picture used catches the reader attention because it appeals to their emotions, the dark and dull color scheme also illustrates the tone of the campaign poster as it suggests what the poster is about before people read the text.

Creative Media Production 2012

Case Study: (Barnados childrens charity)

Evidence-Although the charity Barnados is a national charity it has local versions and includes evidence of the impact the charity is having on its website locally. When I clicked on the website it notifies me of work Barnados has done to improve the life a young person o r child locally to where I live. For example the website gives video evidence of helping children, Barnardos helped two children And rew and Aiden by helping their mother find work. -The website also includes quotes of how Barnados has helped to quality of children's lives, such as including quotes from pr evious children they have helped. I was really upset when I found out my dad was ill (Victoria 15), Barnados helped me talk abou t tings that bother me (James 10) as well as short video of how the charity has helped the children improve their quality of life.

-The website also explains and gives evidence about what the charity actually does. Barnados works directly with over 200,000 children, young people and their families every year. We run over 900 vital services across the UK, including counseling for children who have been abused, fostering and adoption services, vocation -al training and disability inclusion groups. -The website also provides evidence so that people will get involve -d as they will be encouraged from the evidence of the charities good work so far, therefore wanting to either donate, commission the charity or just get involved.

Creative Media Production 2012

Case Study: (Community Action)

Purpose: -The purpose of this campaign poster is to strengthen community ties, as the poster is campaigning to make an area (Cornwall) a better place for its community. -The purpose of this campaign is to get everyone who lives in Cornwall together to act as a community and address the issues Cornwall might have. -It is also a temporary campaign as it is on for only one week, which may influence people to get involved because it is event happening for a short period of time. -Another purpose of this campaign is to bring about local change for the people of Cornwall. -This campaign could also have a purpose of wanting to raise awareness about issues in the community about things such as the misuse of fireworks on fireworks night. Aims: -Aims that campaign has is to primarily bring a community together in Cornwall to create real change together. -Another aim the poster has is the catch people of the communities attention, this is done by the use of official organisations such as the police and Cornwall council being behind the campaign. -The poster could also have an aim to try and make the people of Cornwall look after their hometown better -The campaign could also catch peoples attention as it is something happening locally, so it will affect their lives if any thing changes.

Creative Media Production 2012

Case Study: (Community Action Week)

Techniques: -Some main techniques that the designer used, include; -The Color scheme used is very different to the two previous campaigns as it uses bright vivid colors such as an electric blue background with a bright blue font as well as a white font that stands out clearly on the background. These colors all have happy connotations and work well with the bright colors of fireworks. The color scheme also works really well as it has been coordinated with the theme of blue and white around the posters because of the blue background and white stars. The colors chosen for the fonts also mirror typical police colors (white and blue). -The Photographs used are of fireworks, with stars that have been edited in using Photoshop, they work well as like the text fireworks have positive connotations and work well as a border above the text. Pictures of fireworks also work well as they attract the reader to the poster as they are eye catching and fun. They have primarily been used to make the campaign poster appealing and less formal. The photographs used of fireworks also tie in with the time the campaign is being held because of fireworks night. -The Language/Copy used is quite minimal but tells the reader the necessary information they need to know to get involved with the campaign. The main piece of information is telling the reader when community action week is and what it involves as well as including logos from the Devon & Cornwall Police and Cornwall Council to support it. -The Fonts used within the campaign are again sans serif, which makes the fonts simple and easy to read as they are clearly presented across the poster in bold writing and contrasting colors. - The Tone of the campaign is very instructional and up lifting as it includes inspirational language such as working together, as well as including positive words such as community.

Creative Media Production 2012

Case Study: (Community Charity Work)

Evidence-There are a few cases of evidence to support the charity work that has been done and the impact the campaign has had on the community of Cornwall on the council of Cornwalls website. For example the comparison of before this poster was used The poster, which has been produced with the full support of the Fox family, is a shocking reminder of events of last Guy Fawks night when Bodmin resident Mary Fox was killed. A firework pushed through her letterbox of her door resulted in a fire which claimed her life. -The website also informs the public of the work that they do during the community action week. The campaign cover the whole of Cornwall and is built around 3 main priorities the promotion of firework safety, targetting anti social behavior and supporting vulnerable people. -Evidence that supports this on the website includes, All over Cornwall, Fire and Rescue Service personnel have been delivering safety messages to schools about the potential dangers of firework this is evidence that they are actively trying to stop firework misuse and look after the community. Cornwall Fire and Rescue Service , Adult care and support, Public Health and Protection, Anti Social Behavior Officers and the Youth Service are working together with Devon and Cornwall Police to focus on reducing anti social behavior in towns across Cornwall the website clearly lists all of the organizations that are getting involved with this campaign community support week. The website also states what these people and groups that have been working together have actually done and are doing officers conducting high visibility street patrols, test purchases, licensing checks as well as awareness events.

- Other evidence of the police helping the campaign include the police giving out no trick, no treat, no thanks posters to vulnerable people within the community in the run up to bonfire and Halloween night.

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Case Study: (Able Radio)

Purpose: -The purpose of this campaign is to create a radio station that covers media for disabled people focused on ability in disability, it also has a purpose to show that people who have a disability have an ability by showing that their radio station is run by disabled people. -There are a few purposes of this campaign an important one being to change attitudes, and how people think about people with a disability. They are doing this by showing people with disabilities can work in the media and run a radio show. -Another purpose of this campaign is to create access to a media production for a non traditional group, for example people with disabilities. -As well as these purposes there is one final important purpose of the campaign which ties in with the rest of the campaigns purposes - to challenge dominant representation and agendas, by trying to get rid of stereotypes, in this case the stereotype being that disabled people dont have the ability to work in somewhere such as the media. Aims: -The campaigns aims are mainly focused on making people heard in the media who are disabled or who have restrictive medical condition's. -Another aim the campaign has is to provide a radio show for disabled people that could potentially inspire them. -Able radio also wants to show the public the abilities disabled people have, and can successfully work within the media. -Another aim the campaign could have is to bring about local change within their community, for example getting rid of stereotypes and dominant representation of people with disabilities. - The radio show also has an aim to attract people to listen the show and entertain their audience.

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Case Study: (Able Radio Station)

Techniques: -Some main techniques that the designer used, include; -The Color scheme, the color scheme on the website is very eye-catching and bright with contrasting colors used against each other. The colors used are also colors that are not assigned to a specific gender. These non gender specific colors work well as they could signify at first glance that the campaign is for both sexes. There are also bright colors used within the photographs on the website, the designer probably chose the eye catching bright colors to attract people to the website and the create an uplifting happy atmosphere. The color of the writing is either purple for the radios logo and black on white for the bulk of the text, as well as white on purple on the banner, which works well as it fits in appropriately with the color scheme. -The Photographs used are positive photographs of people who work at the radio station this works well as it allows other people with disabilities to see evidence of people working in media and gives them a brief glimpse into the world of the media. The photographs used are also of both genders and a mixture of people in a wide age range so everyone is welcome. -The Language/Copy, the language used within the website is informal and informative. It uses a welcoming friendly register and is inspirational and useful. -The Fonts that the website used are mainly sans serif which makes it easy for the reader to read. However there are different fonts for link such as Listen now the designer of the webpage has probably chosen to do this so that people can see clearly where important links are. The logo of the website Able radio a voice for all is also in a different font. - The Tone of the campaign is inspirational and uplifting, it is displaying how people with disablements can work in media successfully. They want people to support the campaign and be inspired by it so us

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Case Study: (Able Radio Station)

Evidence-The website gives a lot evidence and information about the campaign and essentially what it does for the disabled community. Through listener interaction the station is now less about specific medical conditions and more about acceptance and moving forward in all areas of life. As a community of interest radio station we highlight events, achievements, accessibility and opportunity. Essentially we seek to entertain and inform, with a diverse music policy and a talented team of on air talent. -The website also clearly states their aims and what the have done since they have started the campaign, other training facilities are a key part of our role as it is supporting charities and organizations at conferences and presentations. The website also has a section for people to get involved with the project. The website asks for people to get involved in either one of three ways;
-The organization ask people to volunteer for the radio station. Volunteering for Able Radio is challenging but also a rewarding opportunity. The radio station are asking for volunteers to work off air to support the operation, covering a range of tasks. -The radio station also prides itself on a reputation for high quality training program from bespoke packaged to general skills, Able radio can provide training to open future doors in media and the wider employment market. -As well as Resources, able radio can provide a full resource package for conferences, presentations, outside broadcasts and stage productions. It also gives evidence of previous clients clients include CCN, DaDa,RGA,TCBC,NHS,Learning Disability, Annual conference. Services include PA, A/V, video production, hire. Presenters of the show are also available to host events, provide live broadcasts from your venue and many other support functions. Creative Media Production 2012

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Case Study: (Conservative Political Campaign)

Purpose: -The primary and firstly most important aim of this campaign is to change peoples voting behaviour and encourage them to vote for the labour party, as opposed to the conservative party. -Another purpose the campaign has is to infiltrate mainstream media, this is because the voting effects practically everybody within the UK. -Another purpose that the campaign may have is to build a relationship for people with the subject , the poster is doing this by making people discuss their views and the subject therefore being able to reach decisions and understand it more. -The purpose of this campaign poster was to make David Cameron the leader of the conservative party look bad, so that people will choose to vote for labour. -This campaign is also designed to change attitudes or how people feel or think about the conservatives and instead portray them negatively. -Lastly it has a purpose of bringing about national change in the UK. Aims: -The poster has one main aim ; to make the conservatives look bad and persuade the public to vote for labour instead. -It also has an aim of making the labour party easy to relate to as the poster is a parody of a television programme Ashes to Ashes in the 80s, by comparing David Cameron to policeman in the series (Gene Hunt) because of the car used and how he is posed. -Another aim the poster has it to make people want to find out more as the poster is eye catching and referring to a well known TV show, however people that dont know about it will follow the website link that is on the poster and find out about labour and their campaign.

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Case Study: (Conservative Political Campaign)

Techniques: Some main techniques that the designer used, include; -The Color scheme that designer of the poster has used Is very coordinated and eye catching. The colors black and red are very strong colors with interesting connotations, the red has been used as it is representing the Labor party and the black has either been used to make the picture of David Cameron look negative and darker, or it could have been used because it contrasts well with the red border at the bottom and the white writing, as well as making the car easy to see. However because David Cameron is wearing a black suit he merges into the black background, this could be a similar idea to a metaphor, one in a picture form, meaning he is being pushed out and fading out as he is old fashioned. -The Photographs used has been used to mock the conservative party and particularly David Cameron. The photograph is being used to compare Cameron to a policeman in the famous show Ashes to Ashes, which works well with the slogan of text they have used to add more meaning. The photograph is also exactly modeled off the show to embarrass the conservatives and show how Cameron has ideas that will take Britain back to the 1980s, which was also the time of the famous television show Ashes to Ashes . -The Language/Copy, that the campaign advert uses is mainly instructional and persuasive language with the main slogan instructing the audience what to do Dont let him take Britain back to the 1980s it also relies on the reader having political contextual knowledge as they need to know who the man photograph is. The only other copy used is the Labor logo and the labor website which is useful information as it tells the audience who has produced the campaign poster and listing the website allows the audience to be able to visit it for more information. -The Fonts that the website has chosen to use are mainly sans serif, which makes the font easy to read and clearly presented on the poster. The writing is all in the same color white which is the color that represents the labor party. The white font also works well as it contrasts with the black background and makes the text easy to read from far away as it stands out. - The Tone of the campaign is inspirational and very persuasive because the poster is telling the audience to do something dont let It is also very patriotic as it is addressing the country instead of an individual (it doesnt use the word you) so it is bringing the country together to vote for Labour.

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Case Study: (Conservative Political Campaign)

Evidence-This particular campaign poster though has hardly any impact on voting figures, because it was claimed that the image used within the poster breaches copyright laws. Kudos productions actually complained and wrote to both parties about the breach of copyright, as after the campaign poster was released the conservative party reproduced the image with a different slogan, as a response to labors initial poster. -However both of these posters had little impact because they were immediately banned because of copyright laws. However, now Kudos Productions, which makes Ashes to Ashes for the BBC, says it has written to both parties to complain about the picture being used. -In a statement about the campaign posters, Kudos said : "Kudos own the copyright to the image from Ashes to Ashes and as both Kudos and the BBC are non-partisan and do not endorse any political party, Kudos lawyers have written to both parties to request they cease the use of the image for their own promotion.

Creative Media Production 2012

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