Existing product research

Social Action and Community
Media
Existing Product Research

Case Study: Teenage Cancer
Purpose:
•To raise awareness about
teengage cancer
To campaign
•To build a relationship with
those who are suffering from
cancer
Aims:
The aim of this advert is to let
people know that teenage
cancer is a thing that many
people have to go through, yet
you are not alone. It shows an
example of a girl who found
out she had cancer, she was
terrified, but everything was
going to be ok.
2Creative Media Production 2012

Techniques:
The creators of this advert targeted their audience by using colours which would
attract people to read it. Teenagers are the people that this advert is aimed at, as the
message is for people not to be worried about the cancer. The colours used on the
font are bright and clear so that the point is put across well.
The background is plain and blurred. I think this is to make the image and text more
clear and so that the audience can then focus on it more.
Although the message in this advert is a happy one, to show that there is nothing to
worry about, the tone is set quite neutral so as the topic is not happy and where as
the message is.
Without offending the character, I would say that she looks ill. I think this because of
her unhealthily pale looking skin. This suggests that the campaign would like the
viewer to be put in the position that the character is in, to feel there pain.

Impact:
The impact this poster will have had on people will be massive. The people
worrying about teenage cancer will have seen this and there may have been a
little bit of hope.
Although they may not have spoken to anybody about their cancer to anybody
else, it could have taken pressure off them whilst they are waiting for results.
Seeing examples of people who have gone through the same disease must
be, in some cases, help for a person. Advice from somebody who has gone
through the same thing is better than somebody who has no idea.

Case Study: NSPCC
Purpose:
Aims:
•To bring about local, national or
public change to stop child abuse
•To change attitudes towards
children being abused, people
need to care
•To raise awareness, so that more
people know about this
•To provide information about the
NSPCC and who they help
•To campaign about child abuse
This poster aims to let
everybody know that we
will and we are going to
stop child abusing
happening.

Techniques:
Case Study: NSPCC
The target audience will be instantly attracted to this poster
as it includes a horrifying image which could potentially stay
in the back of your mind forever. Also, when a lot of people
see the NSPCC logo they tend to be interested in what has
to be said, as this is a very popular charity which tends to
be thought about a lot by people. The image has also been
cropped down to where we can just see the child‟s face and
there is no other focus. The pretty headband on the girls
head shows her innocence and that she is only a young girl.
Having a black background for such a dark story sets the
tone and allows people to understand the point a bit easier.
I see that there is a link between the colour green on the
poster. NSPCC is a charity that wants to put a stop towards
child abuse. The colour of this logo is green. However on
this poster there is also one world which is set in the colour
green. This suggests that both are working together to put a
stop towards it.

Techniques:
Case Study: NSPCC
The colours used for the font on this poster are either
white or red. This has a very specific purpose to it. The
writing goes from white to red as the text goes from
good to bad. I think this is because the colour white is
typically compared with innocence, where red is
considered to be a dangerous colour. This is exactly
what the text means. „Mondays child is fair of face‟ this
is a very innocent piece of writing, which then leads to,
„(until the beating)‟ This is a devastating piece of text
which is very dangerous.
The language used here is very personal with the words
they use such as „we‟. Using this makes people think
that we can all work together to put a stop to it. And that
the charity needs us so that it can become a „we‟ to
stop.

Impact: Evidence of any change being brought about through projects
using words and or graphics.
Case Study: NSPCC
The NSPCC have forced a lot of people to consider these children‟s lives and to
help put a stop to it.
“Bright House raised over £100,000 during 2011, supporting the NSPCC's new
service centre's up and down the country.”
“From marathons to skydives, Pickford's staff
and customers have really gone the extra mile to help
vulnerable children.”

Case Study: Stoptober
Purpose:
stopping smoking, making this a
fun advert will persuade more
people to quit
•To raise awareness that there
is a good and helpful way to quit
•To provide information about
stoptober
•To build relationships with
subjects
Aims:
This poster advertising
Stoptober, which is encouraging
people to stop smoking in
October.

Techniques:
Colours used in the Stoptober poster are very mature
and attention seeking. Once people see these colours
they will automatically look to see what the poster is
advertising.
Images used throughout are all very happy and smiley.
They represent people that have done the stop smoking
challenge and are very happy about it.
The stop is placed in a red ball which suggests that
people are literally pressing a button to say stop. The
word is in all lower case letters which I think is because,
if it was wrote in capitals, people would get a bad
impression from the poster.
There is very limited words on this poster which
suggests that the stop smoking challenge is very simple
and easy. Even though people normally know that it is
not easy, this may be trying to make people think it is.

Techniques:
The orange/yellow pale colour in the poster could be
compared to the tab end of a cigarette. I think that this
is very creative as it makes the whole image look like a
cigarette in some way.
Also, there is a play with the general idea. „Stop‟ and
„October have both been put together to become
something playful and enjoyable. This will make people
have a good think about this idea and will maybe
consider joining in. Another similar playful word and
campaign would be „Movember‟. Which is the process
of growing a beard in November for charity.

Impact:
“More than a quarter of a million people pledged to stub out their last cigarette
during the "Stoptober" anti-smoking campaign, the Government said today.‟
“31st October 2012 - At the beginning of October the
Government launched its first ever mass attempt to
get the nation's eight million smokers to quit and
268,083 people registered to be part of it. The
Government says the campaign has exceeded
expectations.”
„I quit 11 months ago and I just feel
so proud of myself. I now budget
for treats instead of cigarettes and I
have created so many memories.
There is no going back.‟
This is an example of a lady who tried „stoptober‟ and found it to be a success

Case Study: Conservatives voting campaign
Purpose:
•To bring about local, national or global
change about how people are voting
•To change attitudes towards voting
Labour instead of Conservatives
•To raise awareness that the Labour
party are making mistakes
•To provide information that the
Conservatives can run our country better
•To campaign against voting Labour
•To change voting behaviour
Aims:
This is a political poster created by the
conservatives trying to change the
way people vote. This party want
everybody to stop voting for labour
and are doing this by advertising the
bad things which are happening whilst
labour is in power.

Techniques:
The conservatives target their audience well by keeping the
poster simple and sophisticated. As the people who will be
most attracted and interested in this will be older rather than
younger, there is no need for a massive amount of colour or
fancy effects to be added.
The white pale background is the best colour what could
have been chosen for this poster. As the font is so bold and
black, the white helps for the text to stand out more.
I think that this particular image of Gordon Brown has been
used for a specific purpose purely because of the fact that
he looks happy and smug. This image could annoy the
public and make them think twice about who they are voting
for.

Techniques:
However this image could also be seen as making Gordon
look happy. The purpose in that case would then be
because if people who are voting for Labour see this image,
it will automatically make them read the text beside it and
then maybe change their political view.
The language used in this poster is very mind changing and
will probably stick in your head to leave you thinking about
it. „80,00 criminals‟ is a very strong description and will lead
people who have been hurt by criminals before, to think
twice about voting for this party in the future.

Impact:
The impact this poster and many other similar posters have on the government
voting was insane. Later that year the conservatives came into power and I think
that was purely for the amount of hard work they put in to advertising and
persuading they did for people to vote for them.

Case Study: Asian Network
Purpose:
•To bring about local, national or global change as people don‟t listen because
they haven‟t tried it
•To change attitudes towards Asian music
•To raise awareness that BBC Radio Asian Network exists
•To create or strengthen community ties
•To provide information and advertise the radio channel
•To create access to media for non-traditional groups
•To challenge dominant community ties
Aims:
This poster aims to advertise a brand new radio channel and make it come
across as a cool and mainstream kind of channel.

Techniques:
BBC Asian target their audience particularly well with the
colours they use. From the blues, greens and reds it tells
me that this radio station will be a more happy taste in
music rather than dull. Also, the tones and colours used are
the typical Asian colours which are usually seen throughout
the cultures clothes and decorations.
The fonts used to illustrate this advertisement help me to
see that they are trying to attract in young listeners. I think
this because of the way they have added graffiti text.
The text at the bottom reads „Imperfection is beauty‟
although I do not quite understand this, I do however have
an Idea as to what it could mean. As Asian music is not
quite mainstream in the UK, they may be describing that
type of music to „imperfection‟ and adding that it is beauty.
Therefore people may then be attracted into having a listen
and seeing what it is like.

Impact:
Facebook
1,373 - likes of their website's front page
898 - shares of their website on Facebook
806 - comments users have made on shared links
623 - clicks to their website from a share or like
0 - people talking about their page (last 7 days)
On 30 October 1988 The Asian Network
was launched on BBC WM and BBC Radio
Leicester with a combined output of 70
hours per week, and in 1996 the station
was re-launched as BBC Asian Network.
On Monday 28 October 2002 it was re-launched for the DAB Digital
Radio system, now broadcasting nationwide.In January 2006, the
BBC announced that they were investing an extra £1m in the BBC
Asian Network, and increasing the number of full-time staff by 30% in
a bid to make British South Asian interests 'a mainstream part of the
corporation's output' .

Case Study: Think Don’t Drink
Purpose:
•To bring about local, national or
global change on how people
drink and drive
having an alcoholic beverage
whilst driving
•To raise awareness that
accidents and deaths are caused
•To provide information about
THINK don‟t drink and drive
Aims:
This campaigns aim is to make
people think twice about
drinking alcohol whilst driving
their car.

Techniques:
The logo „THINK!‟ has a very weird font which gives the
road effect. When I saw this at first, I could tell then that its
purpose is to make it look as though you are driving and the
words is coming closer to us.
The colour yellow in the logo is very bold which gives us the
urge to look at it and take in what it is saying. As it does say
„think‟, just one word, I think it is purely trying to make a
point.
„Don‟t drink and drive‟ is a very forward statement which
does not need any more description to it as it is clear what
is right just from reading that.
The tone is set very dull as it is not a very good subject. All
colours are very neutral which does not draw us into
thinking that the advert is going to be a very happy note.

Techniques:
In the background of this advert is a bare. This is so that
the viewer feels in the position that the man is in. The
audience will automatically think about the alcohol when
they see this advert.
Also, because the advert doesn‟t state anywhere that they
are talking about alcohol, the bar in the background will
allow people to have a better understanding.
The way that the character is looking straight at the
camera suggests that they are making a personal point to
the viewer. It also makes the advert seem like a direct
message.

Impact:
Over the years the figures are decreasing. This shows that
adverts are working. However there are still hundreds of
deaths each year caused by driving under the influence of
alcohol.

Impact:
“I'd had 4 pints over two hours and
did not feel at all drunk. This is why
I got in my car to drive home. I was
pulled over, originally because I
was slightly speeding. When the
officer smelled alcohol on my
breath, I was brethalysed, which I
failed. I was then taken, in cuffs, to
the station where I blew 67, then
65. I am very shocked that, while I
felt fine, the alcohol level had got
that high. After two hours in the
cells, I was bailed to appear at the
Magistrate's Court on 12th March.”
http://www.forum.drinkdriving.org/have-you-been-caught-convicted-drink-driving/39558.htm

Purpose:
•To provide information about the
Movember event which takes
place
•To campaign about Movember
•To build relationships with
subjects as people do this and
see others taking part they build
conversations and friendships
Aims:
The aim of this advert is to
raise awareness of the charity
event ‘Movember’. All money
raised in November will be
donated to prostate cancer.
The idea came in 1999 from 3
men in a bar in Australia.
However, Movember is now
happening in several parts of
the world now. 25Creative Media Production 2012

Techniques:
The font used in this advert is very bold for the important
text. This is so that people know which campaign is being
advertised and then when people read that, they will
automatically be drawn into reading the rest of the text.
There aren‟t many colours here, however the colours that
have been used in this are very masculine. This is because
without being feminist, the campaign is aimed at men rather
than women.
Movember is meant to be a fun way of raising money for
prostate cancer. I think that this advert comes across that
way and will persuade people to taking part.
The tone set in this advert is quite neutral but happy which
suggests that this is just a formal event for men as they
don‟t seem to be attracted to the more exciting adverts with
fancy colours and fonts.

Impact:
The Movember Foundation has since
raised $174-million worldwide, after
spreading to South Africa and Europe,
reaching North America in 2006. In 2010,
participants in the United States alone
raised over $7.5 million. In 2012, 1.1
million people signed up to participate,
raising upwards of $95 million
Prostate Cancer UK is incredibly proud to
be the main beneficiary of the Movember
campaign. For the last six years, the
amazing efforts of the Mo Bros and Mo
Sistas from across the UK have
significantly contributed to our research
initiatives and have supported men by
investing in our services.
In 2011, 854,288 Mo Bros and Mo Sistas
raised more than £79.3 million globally;
with more than £22 million of that coming
from the UK.

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