Evaluation

Courtney Day

My ad campaign includes two posters and a leaflet. One poster (poster 2) is to let people who need help know what to do and what SASH can help them with. Poster 3 is to raise awareness for homeless teenagers and is aimed at a more older audience who are possible donators and volunteers. The leaflet contains information about SASH, contact information and stories to let people know about SASH in more detail. I think my products fit to its purpose in many ways. The leaflet contains a lot of information about what SASH do, who they help, how they help and how to get in touch with them if the audience are interested in helping out in any way. Poster 2 fits to its purpose by relating to the feelings and age group of the specific audience. The poster is telling the audience to not panic as they might be feeling scared if they are going through homelessness. It shows an image of a young girl not looking homeless as the audience will not look like the stereotypical homeless person. The image can also let the audience know that if they use SASH it wont get any worse, only better and they will not turn into the homeless people you see on the streets. Poster 3 fits the purpose of raising awareness by asking a rhetorical question. This poster is aimed at an older audience and will try and get the way they think about homeless people to change. It shows a group of teenagers smiling and wearing bright colours so they audience see them as happy, normal teenagers. This will also make the audience think about which one is homeless and let them know that homeless teenagers dont always look homeless. I picked this picture to get away from the negative image the word homeless makes people think of and to let them know that SASH is there to make it better. It contains a fact to make the audience think and then lets them know the services that the charity offer. This raises awareness of teenage homelessness and the charity itself. I chose green and blue as the house-style and this makes all the products fit as a campaign. I kept the green used in the original logo as it makes the products easy to see and pick up. It adds a positive feel to the products and the services that SASH offer and represents the grass is always greener. It will let the audience know that SASH is here to help. I chose the blue as it works well next to the green. It is easy to read next to and on top of the green and stands out on the page. It add a bit more colour rather than just green, white and black and makes the products and the charity seem timid and easy to read. The fonts I used are simple sans serif fonts which are clear and easy to read. I also think it gets the point across a lot more efficiently than a gimmick font and attracts they eye a lot more. I think the sans serif fonts also look a lot more professional on any background whether its the white background or the green. The fonts I chose also work well with the original logo and font which I chose to keep and this works well rather than a serif next to a sans serif font. I chose the an overall positive approach when it came to choosing images and colours. All the images I chose show people smiling and looking positive. This lets people know that teen homelessness is not a scary subject but it is a subject that needs to be tackled. The images also attract the eye and let the audience know that the work and services that SASH offer are good, helpful things. I thought that the other add campaigns that raised awareness for homelessness and asked for donations and volunteers guilt tripped the audience rather than letting people know that they need them.

This is my first attempt at my products. This was one of my original layouts. This poster works well at getting its point across with the use of image and copy. I use an image of a girl where the majority of her face is blurred and hidden except her eyes. They eye are bright and attract the attention of the audience which is an older demographic. The image works well with the copy which makes the audience think about teen homelessness. Just because you cant see her doesnt mean she doesnt exist lets the audience know that teenage homelessness is a problem and that they are out there, even if you dont see teenagers sleeping on the streets. I chose to use a bold, upper case font for teen homelessness as it really stands out on the page and attracts the audience. It also lets the audience know what this poster is about after making them think about the first line of copy. I chose a simple sans serif font as it gets the point across simply and boldly rather than using a fancy, gimmick font. I then let the audience know more about teens who are homeless and then gave information about SASH in a smaller font. I also used the original SASH logo. I think this fits its purpose by letting the audience know clearly what the poster is about and raising awareness about the charity and the cause. However, I chose not to use this poster in my campaign and make some alterations to my original plans. I think the dark greys and blues make the poster seem negative and I wanted to use a more positive approach in hope that it will convince people to help without guilt tripping them. I also thought that I would not be able to produce other products that will fit in with an ad campaign that can produce a positive impact on the audience. I would not be able to make a poster/leaflet that looks positive with the colour scheme and there was no theme, like the new ones I have created have a banner theme. I also think there is too much text for this type of product (a poster for the side of a bus) as it will be something that the audience may only see for a few seconds and they may not be able to read all the copy.

The message that I wanted to give to my audience is that people need to be aware of teen homelessness, who become homeless, why they become homeless and what SASH do to help them. I also wanted to let people know the services that SASH offer to help this cause. Poster 2 of my campaign I think does this well. The message that I wanted to give out using this product was that teenagers who are homeless do not have the stereotypical look that people associate with the word homeless. I wanted to let the audience know that teen homelessness can happen to anyone and not just because of criminal actions or anything that would mean that they got themselves into that position. The image I used was of a group of young people smiling and looking directly into the camera. This image was a good image to use as it shows the young people looking happy and normal. The bright colours they are wearing attract the eye and the image seems personal due to them all looking directly into the camera. None of the people in this image look homeless and thats what I wanted. It will let the audience know that homeless teenagers dont look like the homeless people they see in the street. The image is positive and this will make the poster easy to look at. However, I think I could of used a more personal image of maybe about three or four young people to make the audience more sympathetic. I could of used an image of teenagers in college to make the older audience relate and make them think of their own children, if they have any. I also think a less positive image would have been good to use to create more sympathy within the audience. Although I do think the positive image works well with the copy I have chosen to use. I used a rhetorical question to reach out to the audience and make them think about what they see as homeless people and what teen homelessness actually looks like. They would then look at the image again and try to put a face to word homeless. My intentions was that this would open their eyes to what teen homelessness looks like and that the people that SASH help are normal teenagers that have landed in a crisis. I use the sentence its not always who you think to confirm that homeless teens are not your stereotypical homeless people. I used a fact I found on the SASH website to let the audience know just how much of an issue teenage homelessness is becoming. The fact also lets them know that its not always criminals and drug addicts that become homeless, there are other reasons. I used this to try and make the audience sympathise with the teenager in the image as the audience will now think that its not always their own faults. Then I let the audience know just what sash does to help the teenagers that use their services and repeat that homelessness can happen to anyone. This will hopefully convince the audience to volunteer or donate. All the copy I have used gets my message across by reaching out to the audience and letting them know all about homeless teenagers. It lets them know the facts and what a homeless teenager looks like and this will hopefully shock the audience and open their eyes. I think I could of added more information to get the charity made more aware of by adding more information about what they do rather than just adding the contact details and making the audience find out for themselves. I could of also added more information about what homeless teenagers do to make the message of what the face of teen homelessness looks like.

I think this product works well in comparison to this racism campaign. The anti racism poster lets the audience know that people should not be prejudiced against people because they look different on the outside when we all look the same on the inside. My poster lets the audience know that homeless teenagers arent who they think they are. I think my poster works well with all the images and copy and get the message across in a detailed way. However I think the professional poster works a lot better in shocking the audience with its image ry and copy. You know what the professional poster is about without needing to read a lot of text. You see the image and the writing on the top and you know that its campaigning against racism. You instantly know the message it is getting across. On my poster I think the use of the rhetorical question next to the image works well in getting the message across. However I think that the professional poster works a lot better than mine. I originally wanted to shock the message into the audience and make them take a step back but I dont think my image or the copy shocks the audience, I just think it makes them aware of th e message I am trying to give out. The professional poster has used a very bold image without a lot of text and the message comes straight across into the audience and I think this is the approach I should of taken, especially for an older audience whose minds may need a little more convincing.

Each product that I made had a separate target audience. My leaflet was aimed at all ages, young people needing SASHs help and older people who wanted to help out, volunteer or donate. Poster one was aimed at a younger audience, people needing SASHs help and to let them know that SASH are there if it ever comes to the audience needing them. The second poster is aimed at an older audience. An audience that arent really in tuned with what teen homelessness actually is and potential volunteer or donators. My leaflet follows the house-style and uses sans serif fonts. I think this is appropriate for all its target audience as it is simple and easy to read. It stands out to both an younger and an older audience and includes stories and images of young and older people. The copy is not written to formally but isnt specifically for young people and I think this is a good middle ground for a mixed audience. In the copy I have included stories, one story is about a girl that has used SASH and its services and another is about a volunteer. Their purposes are to let the younger audience know not to be scared and it lets the older audience know that volunteering isnt scary either. I think the images also work in a backwards way. I think the images of the older volunteers is appropriate for the younger audience as it shows the people that work for SASH as friendly people that are happy to help. The images of the younger people let the potential volunteers know that these are normal, friendly teens that just need help. Poster one is aimed at a younger audience, to let them know to come to SASH incase they find themselves homeless. I chose an image of young girl looking like she is thinking about the services that SASH have to offer but at the same time she looks confident rather than looking as if she doesnt know what to do. This image is appropriate to the target audience as it will let them know that they shouldnt be scared or confused. The audience will see her looking big and bold and not afraid and hopefully it will make them feel the same. I could of maybe picked an image of a member of the sash team talking to a young person that looks happy and confident as this would show the audience exactly what the SASH team are like. As the target audience for this poster are young people that need help I chose an opening line that would relate to them and it tells them to not panic as SASH are here to help. The rest of the copy are facts that are there to help calm the audience down by letting them know what SASH do and how many people they have helped. As young people may not like be too scared to ask for help the facts let them know just how many people asked for help and lets the audience know they are not alone. The second poster is aimed at an older audience that need to be made aware of teen homelessness and potential volunteers. This poster is appropriate towards this audience as it is letting them know that the people using the Nightstop service arent the homeless people that they think but normal teens that are in need of emergency accommodation. I used an image of a group of teenagers which will hopefully make the audience relate to any young people that they know. This is appropriate to an older audience rather than a younger audience as younger people may not be able to sympathise as much. This poster includes a lot more information in detail than the one aimed at a younger audience. This is because the younger audience my see the amount of writing and get scared off whereas the older audience are more likely to stop and read it. To make this poster more appropriate to its older audience I could of used a serif font, and make it look a lot more formal and smart. This would be better for the older audience as they it would make the poster seem more appealing to that age group. I could of also used an image of an older person on the poster to try and encourage the audience to volunteer. As an older audience/volunteers they may need some convincing that the Nightstop service is safe for them and if they see someone talking about their good experience it may encourage them to try it.

These we are my original flat plans and mock ups. For the first one I wanted to show who SASH help, why the help them, and what needs to be made more aware within society. I was going to do this by using one big main image along side little text. For the image I chose one of a girl looking directly into the camera with quite a blank facial expression. I thought that this would create sympathy within the audience and would make the poster seem a lot more personal. The girl looks just like a normal teenager and this would let the audience know just what the poster is about. For the text I wanted to use a bold, upper-case font that stood out on the page and attracted the eye. I also wanted the font to show the importance of the cause. With this poster I wanted to shock the audience. I tried to do this with the copy alongside the font I chose to use. I thought the copy was quite shocking and the font emphasised the shocking statement. I chose the blue colour for the banner at the bottom as I thought it looked easy on the eye and looked good alongside the colours in the main image. In comparison to my finished products I think the end result is a lot better than the original flat plan. The bold, uppercase font looks messy and hard to read compared to the smaller san serif font I chose to use. The placement of copy on the poster looks messy and doesnt quite fit next to the large image. The image of the colour I think looks quite negative and doesnt give the charity a good face, if an audience was to see this they may start relating SASH to unhappy, scared teenagers. However I did like the use of the banner when separating a lot of copy from an image or a block coloured background and I kept it throughout my final campaign. The second mock up I liked a lot at first. I thought it was clear and easy to read. I also thought it was eye catching and contained the right amount of copy. I thought the image was a good image to use as it showed a girl, looking homeless but you cant see her and this worked well with my tagline just because you cant see her doesnt mean she doesnt exist and this was to let the audience know that you dont notice teen homelessness as much as you do normal homelessness. I liked the fonts I chose as they were bold and clear to ready. The font I chose for Teen homelessness I thought worked well because it got the point across quickly and stood out from the rest of the poster. I then took all this and started producing are more accurate copy during the production time. I changed a few things like the image, the brightness of the colours, placement of text and what copy I put on there. I changed the background to a darker grey to match the image and let the text stand out a lot more. I moved the text to fit nicely together in coherence with the image and added a lot more information to let the audience know just what they are looking at. I thought this version looked better than the original mock up however I chose not to use this poster in my final products. After starting work on my second poster I REALISED I liked that one a lot better and my original poster does not fit together. I liked my second poster more as it looked a lot more professional. It stood out and was easy on the eye and gave out a positive impression where as the first poster I made gave out a more negative impression and made homeless teenager look scary and I was trying to convince my audience to volunteer not scare them away. I also realised that on the second poster I was producing I liked the look of a banner to separate text from images and other texts and I wanted to use this as a theme. I didnt think the banner theme would work well with the first poster and the amount of text I used made the whole thing look messy. On the second poster I thought the use of brighter colours was a lot more effective than the dark and made homelessness seem like such an easy thing to overcome rather than the black which makes it look like a problem.

In my final products I used a lot of techniques. The main technique that I used throughout all my products was the use a banner to separate images from text. I chose to do this as it breaks up the poster, rather than having a lot of text next to image. I think the block of colour works well in making taglines stand out from the rest of the copy and the images. As you can see in my poster product I used a banner in the middle of the page to separate a big image with a mixture of colours in it do the smaller copy below. I did this as I thought text would be hard to read on an image that contains a lot of colour. I think the block of colour also makes the tagline stand out to the audience and makes it easier to read. The shelter add also uses a banner to make the donation details stand out. It uses the red and white colour scheme and stands out from the rest of the poster. This to emphasise the chosen text. I think it would have been a good idea for me to use this on my poster to emphasise some important facts or important information and it would make my poster more effective in getting responses. I have also placed and image in the corner on my Dont panic poster and modeled the copy around the shape of the image so it all fits nicely on the page. I think this is effective an effective technique at trying to appeal to its target audience as it looks fun and easy to read. The copy gets less and less with every line and it draws the audience into the information. They are clearly spaced out and it is easy to read. I think this is a good technique at getting the message across quickly as well. The shelter poster has also used a similar technique. I do think that the image they use is a lot more effective at reaching out to its audience as the girl in the picture is looking directly into the camera and this makes the audience sympathise with her. The text on the shelter poster fits around the shape of the image but there is a lot more text compared to mine and I think this is because it is aimed at a more older audience whereas mines aimed at a younger one. On my posters my taglines seem to speak out to the audience either by asking a question or giving instructions. I think this is a good technique to use as it will relate to the audience and involve them in whatever the poster is trying to give information on. I used an instruction on the poster aimed at a younger audience as they are more likely to be able to relate to that either through school, college or parents. However I knew that teenagers dont always like to respond to instructions so I justified why they should with the next line. I asked a rhetorical question to the older audience. I did this so they will stop and think about what poster is asking of them. An older audience is a lot more likely to stop and read all the text. On the two professional posters they use facts as their tagline. They tell the audience what is happening in the image and around them. I think this is a good technique to use in comparison to mine as it makes the audience feel sorry for the people in the image. It lets the audience know what is going on straight away and gets the point across abruptly. The image I used for the which teen is homeless? poster goes blurry as the line of people get further away. I chose to use this image with this effect on as it represents the longer, metaphorical line of homeless teenagers. This was to show that more and more teenagers are becoming homeless everyday and they are just blending into the background. On the YMCA poster the majority of the girl in the image is dark. I think this is to show that she is in a dark place and that she needs the help of the charity and volunteers. Both mine and the professional poster have used an effect on the image to represent something more which you cant see in the picture. I think this is a good technique to use as it will make the audience think about the image and then put the tagline next to it. This may also encourage the audience to help in some way.

On all three of my main products I have used a selection of images and text. All the images I chose to use are quite positive pictures and show people smiling and looking happy. I wanted to move away from the usual sad, negative images I saw in other homelessness campaigns and show mainly happy teenagers that SASH have helped. The images I chose to use in the leaflet show normal people smiling and looking positive. Particularly on the leaflet I wanted to find images that looked positive as I was trying to attract more volunteers. I didnt want to show any images that would make the audience feel as though going to SASH and getting their help or volunteering is a scary or hard situation. I wanted to show that the people associated with SASH are successful and confident in what they do. I feel this is effective because it shows the audience that being homeless, not just SASH doesnt have to be the end of the line and that they can move on from here. In the text I wanted to encourage the audience to use or help out with SASHs services. To do this I used a range of positive stories and vocabulary so that they know SASH only does good things and they are a very successful charity. I feel this is effective as it works with the positive vobe I was trying to give out. For the second poster I chose to use a larger image that takes up about a third of the page. I chose to do this as it makes the poster clearer to look at and read rather than having a lot of text and images all on one page. I think this is effective as it defines the poster and who it is aimed at. The audience will look at the poster and they know from the image of the girl wich age group it is aimed at. They will also know that this poster is giving out a positive message from the expression on her face and the colours used. The expression on the girls face will also let the audience know that SASH is something to think as she is looking up at the copy in a thinking expression. The copy I chose to use is quick and informative. I chose to use an instruction as the headline and then quick facts about that SASH do as the main body. I think this is effective for my target audience as younger people will not be attracted to a lot of copy. They need to know about what SASH do but they dont need a lot of text boring it out of them. This poster will be shown in schools, busses, and youth centres. The quick and snappy headline will grab the audiences attention along with the large image and the short quick facts will let them know what they can do, even if they just briefly glance at the product. This is effective at getting the name SASH about and attracting that younger audience. The third poster is aimed at an older audience in letting them know that homeless doesnt always mean the stereotypes. I wanted to let them know that homeless teenagers is a problem and that it needs to be addressed. I chose and image that would go well with the text. As the text is a question the audience had to have something to chose from so I picked a large image of a group of teenagers. This will be effective at drawing in the audience as they are all wearing bright colours and smiling. This will attract the eye and let the audience know that homelessness isnt all doom and gloom. They will then read the headline and try to do as it asks. This is effective at making them think about teenagers who are homeless and what they want to do to help them. I then used a Did you know? and followed with a fact to give them some more general informaion that will hopefully make them feel sympathetic. It then tells the audience the specific things that sash do. This is good as it lets the audience know that SASH does good, positive things to help tackle homelessness. To make my products better I think I could of done a few things differently. I think I could of used a lot more descriptive words, especially on the leaflet, to put a better imge in the audiences head and to create more sympathy with the homeless teens and SASH. I think the use of some negative images would have been good on the leaflet and second poster to show that homelessness is a problem and it can get better with their help. I think sympathy may be the best method at getting more volunteers but not to throw sad images in the audiences face,

I think my products will have a positive impact on the audiences that I have chosen. The images I have chosen to use a positive images of young people smiling. I think this with along with the colour scheme show the audience that SASH is a very positive charity that are here to show the people the good things that can happen when young people find themselves in an emergency. The green colour scheme indicates a good go attitude like a traffic light. The images are there to show who the charity is aimed at and to make the audience feel calm about what they are reading. Compared to the teen pregnancy campaign where the edited image is there to shock its audience mine calms them down and shows the positives that can happen when a crisis happens. However I think the shocking image on the teen pregnancy campaign works a lot better at getting a point across and it is very effective. I think I could of used an image like this to get a stronger response from people who want to use the service or help tackle the cause with SASH. On the second poster I chose to use a rhetorical question to get the audiences attention and to make them think about what image they are looking at just like the teen pregnancy campaign. I think this method is good at making the audience really think about what is happening in the image. I chose an image that is very normal looking, no one in the image looks homeless and I think this is enough to get the point across rather than an literal image. On my poster I then went onto explain SASH and what they do. However I think to make the point more straight up, I didnt need to add the information like the teen pregnancy campaign. In the teen pregnancy poster it makes you want to find out for yourself what you can do to help the cause. I think my poster would have more of an impact if I did that. On my first poster I used facts to let the audience know who SASH are and what they do. It has positive information to let the audience know that SASH is a good charity that you can come to if you need it. On the political posters they have used facts that make you want to turn against who the poster is explaining. I think this has a good impact on its target audience as it turns them against who the producers wanted them to turn against. However I think my poster has the correct attitude as it creates the impact I wanted to and encourage teens to speak out if they need it rather than slating other homelessness charities. I have chosen to use a bright colour scheme and have used the colours green, white and blue. This is to create a good attitude towards the audience and draw them in. Compared to the other two campaigns my colour scheme is a lot more colourful. I think the dark colours used on the teen pregnancy campaign create a huge impact towards the audience as it represents teen pregnancy as a dark time whereas my posters represent the good that SASH do rather than the bad times. However I think a darker image or poster could have a good impact too as it shows what teens will have to go through before SASH and this is why they need help. Overall I think my posters will have a positive impact on the audience. This is because of the happy images and facts that I have chosen to use rather than the negative side of homelessness. However I think the posters that use negative elements have a much stronger impact but doesnt put out a positive attitude that mine do.

On all three of my products I have chosen to use banners to highlight what my product is talking about. It separates the headline from the main text or a large image. It makes the product look cleaner and clearer. Throughout the products I have used straight lines to add text and images. However on the leaflet and the first poster there are elements of circles. I have put images in circle shapes and I feel this adds a lot more depth on the leaflet rather than just boring squares than can make people not want to read. To make the leaflet a lot more pleasurable on the eye I could of added more decorative stuff like putting the images I the SASH logo house shape or make them look like photographs. I could of also added one more colour onto the colour scheme to add splashes that move away from a colour scheme that is like a uniform. On the first poster I have moved away from having text in straight lines and paragraphs. I made the text fit around the models head. I think this will make the poster a lot more attractive to read as it moves away from the typical text structure. However I think the straight lines work well on the second poster as there is a lot more text on that product compared to the first one. The paragraphs are clearly separated and I think this makes it easy on the eye and easy to read. I chose to use clear san serif fonts on all my products as this makes the posters easy to read. It also gets straight to the point rather than using a fancy font that is there to represent something. The font I have chosen gets straight to the point. They look clear and smooth on the page however I think some serif fonts will have made a more serious and formal point. A serif font will have made the products look more smart especially on the poster aimed at the older audience. I also think that some bold capital letters will have looked good on some posters at making them look serious. All my products go in a straight line. On the leaflet and the first person it goes headline then text with the image at the side. All images are bigger than the text to draw in the eye. All products typically go bigger to smaller to draw the eye to what the product is about. It makes it easier to read rather than smaller to bigger. If it went smaller to bigger it may make them less clearer to read and draw the eye to the wrong thing at the wrong time. However I think I could of mix and matched with bigger and smaller text to make the products more bold.