task 1

Social Action and Community Media

Existing Product Research

Ryan Goldsmith

2

Case Study: (campaign/organisation name)

Purpose:one of the main purposes of this poster is to change peoples way of thinking about the use of animal fur. It is trying to raise awareness about the topic and show people something that they may have taken for granted before. This is trying to promote the ideal that it is wrong to use animals for fur and is a needless thing to do. Another big thing that they are hoping to achieve from this is to bring about a global change with regards to this.

Aims:The aim of this poster is to try and bring an end to the use of animal fur in the world and eradicate the needless suffering of these animals worldwide. They aim to bring more information to the public about this and hope that people will react in a positive manner and want to have an impact on the subject.

Creative Media Production 2012

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Techniques:

The image that they have chosen to use for this poster is that of a cute little baby tiger. This is obviously because they feel that this will have more of an impact on people as it makes the atrocities seem worse in comparison to if they used a vicious looking adult tiger. They have chosen to use a very simple colour scheme and font which makes the text clear to read. The fact that the question is in a large helps to bring your attention to it faster and gets you thinking before you have even read the rest.

There is a very dark and morbid tone to the poster using references to do with death and suffering. This can often be used as a shock tactic to get people on bored with the concept that is being broadcast because of the nature of the subject.



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Impact: Evidence of any change being brought about through projects using words and or graphics.



In 2009, there were approximately 300 fur farms in the United States. Wisconsin has the most farms (71), followed by Utah (65), Oregon, Minnesota, and Idaho. In 2011 over 3 million mink were killed for their pelts in the U.S, all in the name of fashion. In Wisconsin, farmers killed and skinned 1,050,580 mink, while Utah murdered 698,960, up 9% from 2010. http://www.lcanimal.org/index.php/campaigns/fur/fur-trade-facts

This article on the left shows that there has been an increase in some aspects of the fur trade and this shows that the anti fur campaigns that have been running haven't had the desired effect. In the rest of this article there is no evidence that the anti fur protests and campaigns haven’t imposed themselves on the thoughts of the fur trades and farms in the way they wanted.

http://www.lcanimal.org/index.php/campaigns/fur/fur-trade-facts

http://www.lcanimal.org/index.php/campaigns/fur/fur-trade-facts

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Purpose: The main aim of this poster is to change peoples voting behaviour and to change attitudes. It is also a campaign to gather more people for the cause. It is trying to influence and bring about change on a national scale. They will be aiming to build up new and stronger relationships with subjects.

Aims: The aim of this poster is to get people to vote for Cam Brady in the mayoral election and to therefore make him win. They essentially want to get his image and thoughts out to the public on a larger scale.


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Techniques:This poster has used a number of different techniques in order to try and achieve what they set out to do, one of which is the choice of font. A very clear and easy to read font has been chosen. The colours used are also interesting as they are the colours that are found on the American flag. The word ‘vote’ has been done in a red font which draws your attention to it and makes it stand out.

The image that has been used portrays a strong partnership between husband and wife which gives a sense trustworthiness and the image of there being a strong family bond. The image gives you the feeling that they are very patriotic and this will often influence peoples way of thinking because they assume that it is best for their country.

As for copy there is a minimal amount of text to read on the poster which helps to drive the point home that they are trying to make also this means that there is also a better chance that you will stop and take in what they are saying.



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Purpose:The main purposes of this advert is to change attitudes, raise awareness and bring about global change. This also helps to provide information to the public. This is also a campaign to persuade people to think more about where they are smoking and also who it effects.Aims:The aim of this advert is to put a stop to second hand smoke and more specifically children second hand smoking. Also this is to make people more aware of what they are doing to others which may not have a choice in the matter.


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Techniques:This advert uses a clear and concise text which is very easy to read and stands out. This is helped by the fact that it is printed on a black background. The image that has been chosen is of a baby bottle, this has been used to drive home the point that this is effecting everyone and eve people that cant stop it for themselves. This is the type of image which will have a better effect on parents with young children because they are able to relate to it.The question that is asked is in a very serious tone and is not a joke, it has been used to grab peoples attention when they see this.



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Impact: New York A statewide smoke-free law in New York took effect in 2003.A study found high levels of compliance with the law throughout the state (i.e., in bars, restaurants, and other hospitality settings).2Furthermore, inspections conducted in New York City within 1 year after the law took effect also found that 97% of restaurants and bars were not allowing smoking, had removed ashtrays, and had posted "no smoking" signs.3New York Before law took effect 1 month after law took effectProportion of bars, restaurants, and bowling alleys that were smoke-free 31% 93% California A statewide smoke-free bar law took effect in California on January 1, 1998.A study found that patron compliance with the smoke-free law increased significantly over the course of 4 years.4California In 1998 In 2002Patron compliance with smoke-free law in stand-alone bars 46% 76% Ireland A national smoke-free law took effect in Ireland in 2004.A telephone survey found a significant decrease in observed smoking in workplaces, restaurants, and pubs within 1 year after the law took effect.5Ireland Shortly before law took effect 1 year after law took effectAdults who observed smoking in workplaces 62% 14%

Adults who observed smoking in restaurants 85% 3%

Adults who observed smoking in pubs 98% 5%

http://www.cdc.gov/tobacco/data_statistics/fact_sheets/secondhand_smoke/protection/compliance/index.htm These stats show that there has been an effect on the amount of places that are stopping people from smoking around others, this shows severe changes and a compliance with the law. This could be because of the campaigns that have been running over the years. If so then they have made a huge step towards succeeding with what they set out to do.



http://www.cdc.gov/tobacco/data_statistics/fact_sheets/secondhand_smoke/protection/compliance/index.htm

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Purpose:The main purpose of this advert and others like it is to bring about global change, they want people to stop smoking and are campaigning in order to achieve this. This is also to raise awareness of what smoking can do to you because things like amputation is not something that you would think of when it comes to the effects of smoking. This means that they are also providing information to the public about the effects. Aims:Obviously the main aim of this is to influence people to stop smoking and to essentially bring a change to the world for the better.


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Techniques:This advert has used a powerful image to shock people, the image of a woman looking dejected and having had some of her fingers amputated is one that would have an impact on people and make them think about what they want. I think the idea behind having this image is to show what has happened to a normal everyday person and when you know that something like this could happen to you it will have a more profound effect on your thought process.The choice of tone in this advert is quite a dark one because it says that she made a simple decision and it has caused her so much pain and suffering for no real reason.They have chosen a text that is simplistic and easy to read this helps with the clarity of the message that they are trying to get across. They have used a black background to help the image and text stand out.



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Impact: this graph shows that there has been a severe decrease I the percentage of people that smoke it has approximately dropped 45% in men since 1948 and is still on the way down, there has also been a decrease of around 20% in women too an this has helped with the decline in the number of people with lung cancer. This shows that the anti smoking propaganda and campaigns have had a profound effect on the numbers.



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Purpose:The main purposes of this advert are to change people voting behaviour and to also bring about change on a national scale. Another reason reason for this advert is to campaign for the conservative party. This is also out there to change peoples attitude towards the different parties.Aims:The aim of this advert is to influence people to vote for the conservative party rather than the labour party. They are also aiming to change peoples opinion of the labour party and make them think less of them.


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Techniques: In this poster they have decided to use a very large font for the top text, this is something that has been done in order to get the statement into peoples heads and make them take note of the accusation made. They have also used an image depicting a large number of people walking towards a sign saying ‘unemployment office’ this has been used to back up and emphasise the claims that they have made that “labour isn’t working”.They have used a blunt tone in this poster which cuts deep and gets to the point straight away. They have been clear about what they are trying to achieve with this poster and that makes it easy for the viewer. They have kept the copy to minimum which makes it easy to read and means that you don’t get bored or deterred by large pieces of text that can be a chore to read.



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“The Conservative party’s 1978 poster of a snaking line of people queuing for the unemployment office under the slogan ‘Labour isn’t working’ has been voted the poster advertisement of the century [by the trade magazine Campaign ]. Created by the Saatchi brothers, the poster is cited as instrumental in the downfall of James Callaghan’s Labour administration in the 1979 election and the rise of Margaret Thatcher, partly because he rose to the jibe and complained [about the poster in Parliament]. It also marked a sea-change in political advertising as, aiming at traditional Labour supporters who feared for their jobs, it was the first to adopt the aggressive marketing tactics which characterize modern elections. The BBC has a story on the background of the Labour poster and how the photo was faked.“News that people in the advert were ‘actors’ and not genuinely unemployed had leaked and Healed said the Conservatives were dishonest, reaching a new low by ‘selling politics like soap-powder’.But Labour politicians were not hawk-eyed enough to spot that the basic ‘deceit’ was compounded by using the same few people over and over. Walsh had ensured that the volunteers’ faces were out of focus and could not be recognised.Since then the tactic of putting up a deliberately controversial poster on a few bill-boards - and then reaping millions of pounds of free publicity as TV and newspapers report the fuss has become a standard and cost-effective tactic for advertisers.When the election was delayed until the spring of 1979 the Saatchis brought out a second version of the poster with the legend ‘Labour still isn’t working’.After the election Lord Thorneycroft, Tory party treasurer at the time, claimed that the poster had ‘won the election for the Conservatives

’.” http://backspace.com/notes/2002/09/the-poster-that-won-the-election.php



http://news.bbc.co.uk/1/low/uk/1222326.stm














http://backspace.com/notes/2002/09/the-poster-that-won-the-election.php

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Impact: The slide before shows how much of an impact people thought that this poster had on the election in 1979. People feel like this poster was detrimental to the campaign of the labour

party this is one of the reasons why it was voted “best poster of the century”. The poster gained masses of publicity because of the blunt nature of it and the fact that some people had become aware that the image was faked and had been staged using actors and a repetition of the same people over and over throughout the line of people.



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Purpose:I feel that the main purpose is to bring about a global change and raise awareness of subjects like this. They have put a phone number and web address so it is also a way of providing information and help to those that have been effected by this type of thing in some way. This is also trying to strengthen community ties and influence people to come together to put a stop to this happening. It is trying to change peoples attitude towards this and make everyone notice that this is happening within our society and needs to be stopped.Aims:The aim of this poster is to help and try put a stop to child abuse happening, they want to make people more aware of the type of things that are happening out there.


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Techniques:The first thing that you notice when you look at this poster is the large image of a crying child. This is something that is quite shocking to some people and would have a serious impact on the way that people think when they see it, it helps to show the sad truth of what is happening. The image has been centred an made large enough so that it takes up the majority of the space which makes it very powerful as it cascades over the poster and is the main focal point of it. This girl looks to be very badly hurt in this image with bruises and bumps everywhere this helps to illustrate the point that they are trying to make. The text that they have chosen to use is in bold and therefore easy to read, they have chosen to put ‘stop’ in red so that it stands out from the rest and allows you to see exactly what they want to achieve from these types of public outreaches.



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A report of child abuse is made every ten seconds*More than five children die every day as a result of child abuse. Approximately 80% of children that die from abuse are under the age of 4. It is estimated that between 50-60% of child fatalities due to maltreatment are not recorded as such on death certificates. More than 90% of juvenile sexual abuse victims know their perpetrator in some way. Child abuse occurs at every socioeconomic level, across ethnic and cultural lines, within all religions and at all levels of education. About 30% of abused and neglected children will later abuse their own children, continuing the horrible cycle of abuse. About 80% of 21 year olds that were abused as children met criteria for at least one psychological disorder. The estimated annual cost of child abuse and neglect in the United States for 2008 is $124 billion.


Case Study: (campaign/Child Help)

http://www.childhelp.org/pages/statistics



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Impact: The previous slide shows that despite all the campaigns to help put a stop to child abuse in the world there is actually an increase in the amount of fatalities that are occurring as a result. And it shows that in America this number has risen to 5 deaths everyday from child abuse. The stats have been steadily rising for the past few years and this is a worrying thing because it means that despite all the efforts of the people that make and drive these types of charities and campaigns there are still people out there that are abusing children. It is a shame to think that this is happening despite peoples best efforts.



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Purpose:The purposes of these types of images is to change peoples voting behaviour and to change peoples attitudes towards a certain political party. This is something which soon infiltrated the mainstream media and also made way for non-traditional groups to gain access to the media to get their viewpoint across to the nation. They were trying to bring about change and influence how the country was being run. Aims:The aim of this image and others like it seem to be for one reason and that is to deter people from voting for David Cameron.


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Techniques:This image has used quite a plain and easily readable text this allows for the viewer to see clearly what the text has to say. There is not a huge amount of copy on the page which makes it good and powerful because you can get straight to the point.The tone that has been used in this image is indifferent because it has two side to it. Firstly the thought of him actually killing the kitten is ridiculous and would never happen and is a joke, this sort of thing is used to mock the way he does things. Secondly the thought of someone actually doing that is quite mortifying so it also ha a slight shock factor to it even though you know its not for real.The use of the cute kitten in the image is one which could influence some peoples opinions because of a sense of wanting to protect it. The colours that have been used are consistent with the type of colours you would normally see on campaign posters, they are bright, vibrant and friendly colours and this adds a certain juxtaposition to the whole thing since there is the topic of murdering a kitten on it too.



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Impact:New Prime Minister David Cameron has said his "historic" Conservative-led coalition government will be united and provide "strong and stable" leadership. In a good-humored press conference with Lib Dem leader Nick Clegg, who is now deputy PM, he said they would "take Britain in a historic new direction". Their agenda was to cut the deficit, support troops, clean up politics and build a "stronger society". Mr. Clegg acknowledged "big risks" but pledged a "bold, reforming government". He is among five Liberal Democrats appointed to Cabinet posts, something Mr. Cameron said showed "the strength and depth of the coalition and our sincere determination to work together constructively". The coalition is the first time the Conservatives and Liberal Democrats have had a power-sharing deal at Westminster and the first coalition in the UK since the Second World War. http://news.bbc.co.uk/1/hi/8676607.stmFrom this we can see that this attack on David Cameron didn’t work quite as well as they had perhaps hoped as the election resulted in a coalition so there was not one clear winner or loser, yes the protests may have had an impact on the election in some way but it was not enough to change the outcome entirely.



http://news.bbc.co.uk/1/hi/8676607.stm

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Purpose:The main purpose for this advert and others like it is to change peoples opinions and bring about a global change in the way that people view the gay community. They are trying to build up relationships with subjects in order to make people see that this is an everyday thing and people are gay and there is nothing wrong with that, the more that people are exposed to about it and the more they know the easier it will be for them to accept. They are trying to challenge dominant representations and agendas that people have held for many years and get people to change with the times and realise that they are being naïve by not accepting the gay people. This can also be seen as a campaign that is trying to ensure that the gay community has the same rights as any other person.Aims:The main aim of this image is to challenge and change peoples way of thinking towards the gay community. They want to make acceptance of the gays a given and not something that people should have to fake.


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Techniques:This particular poster has kept it simple with regards to layout and font choice. The font is in large print and is clear to read. The copy has been split into two parts both with a very bold tone to them just making a statement and being clear and concise about it. They have used two separate colours to make it easy to decipher the two parts. They have used white and black against a red background which makes the text stand out. The use of an exclamation mark at the end helps to give you the sense that they are being blunt with you and that it is just something that you should do.



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The rise in support for same-sex marriage over the past decade is among the largest changes in opinion on any policy issue over this time period. A new national survey finds that much of the shift is attributable to the arrival of a large cohort of young adults – the Millennial generation – who are far more open to gay rights than previous generations. Equally important, however, is that 14% of all Americans – and 28% of gay marriage supporters – say they have changed their minds on this issue in favor of gay marriage. The long-term shift in the public’s views about same-sex marriage is unambiguous. Polling conducted in 2003 found most Americans (58%) opposed to allowing gays and lesbians to marry legally, and just a third (33%) in favor. The new survey by the Pew Research Center, conducted March 13-17, 2013 among 1,501 adults nationwide, confirms that these figures have crossed, with 49% supporting same-sex marriage, and 44% opposed. http://www.people-press.org/2013/03/20/growing-support-for-gay-marriage-changed-minds-and-changing-demographics/



http://www.people-press.org/2013/03/20/growing-support-for-gay-marriage-changed-minds-and-changing-demographics/



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The previous slide shows how peoples opinions and views toward the gay community have changed over the years for the better. This shows that campaigns and posters such as this one have had an effect on the public in the way in which they were hoping for. The graph shows that over the years there has been a crossover between the people that oppose gay marriage and the ones that are for it. The statement also shows that there is a good percentage of gay rights marriage supporters that have changed their mind over the years in favor of the gay community.



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Purpose:The main purpose of this particular campaign is to bring about a global change in the way that people view those with disabilities. They are aiming to change peoples attitude and to raise awareness about the different conditions that these people have and to show people that they are equal to every other person and should be treated as such. This is a great example of how a non-traditional group has managed to be integrated into the mainstream media as this group of people wouldn’t normally get this type of exposure to speak their mind and voice their opinions in the way that they have been able to here. This is also a good way to build up relationships with subjects and allow people to get a better idea of people with difficulties and help to understand how some people make them feel. Aims:The main aim of this campaign was to get people to change how they view those with learning or mental disabilities and make them realise that what they are doing is disrespectful and hurtful. It tries to show how it has an impact on them and encourages people to change.


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Techniques:In these images the company has had help from people with actual disabilities to spread the message and to come up with their own ways of showing their feelings to the public. The slogans that have been used on the t-shirts were actually designed and thought of by the people in the images this gives them the ability to get their own thoughts and feelings across to the public. This gives you the sense of reality and makes you think about how this is actually having an impact on these peoples lives and what they think about it.The slogans that they have come up with seem to be said in jest and sarcastically which I suppose is a good thing because they are rising above the people that make comments and judge.The tone of the copy is giving you a clear indication that it is coming from the person wearing the shirt which adds to the intimacy of the image.



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“Without the short break carers who look after Mirren I don’t know what we would do. The difference it has made to all our lives is amazing. For Mirren it is different faces, different outings, different everything and she absolutely loves it. And now I am used to having that time with Stevie I realise it is important we get that break if we are to keep everything going. It has had such an impact in our lives.” Anne says, “The branch is a fantastic way of focusing on what people are capable of rather than their disabilities. The positive effects supporting has on the folks and their families is wonderful. The more people involved the quicker this message can be spread.” http://www.enable.org.uk/aboutus/Documents/Annual%20Review%202012%20WEB.pdf

If you go to this website you will see more examples of what an impact Enable has had on the community and how much people have appreciated and noticed the changes. Now there are more and more campaigns running to help people with all kinds of disabilities. You can see how more people are getting involved with the company and bringing all of their different ideas for how they can help to influence peoples lives and change them for the better. The impact that Enable has had has definitely been a positive one and has helped a large amount of people and also helped people realise that just because they are different to some of us they should be respected just the same as you or I. campaigns such as this are having an impact because the more people that see them the more they will want to become involved and also help.


Case Study: (campaign/Enable)

http://www.enable.org.uk/aboutus/Documents/Annual%20Review%202012%20WEB.pdf



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Case Study: (campaign/NYWAG)

Purpose:One of the main purposes of this particular campaign is to strengthen community ties and bring people together to stand up for their local area. They are trying to raise awareness and change peoples attitudes towards the incinerator that is being planned to be opened in the North Yorkshire area. This is also a good way of infiltrating the mainstream media because they have gained exposure in newspapers, magazines and TV like on look north. They are trying to bring about local change so that the local community is not caused any inconvenience by the whole thing. Aims:The aims of this campaign are to raise awareness and change what could happen in the future. These people are trying to preserve whatever they can and stop the incinerator being allowed to go ahead. This is trying to get people to stand up for what they believe in.


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Techniques:This poster has used a rather straight edged tone with a large print saying ‘no incineration’ in a bold font. This gets the message across straight away and is the first thing that you notice when you see them. They have used black and yellow for the poster which contrast well with each other and make it easy on the eye and easy to read.The design shows a cloud of pollution cascading along the top of the poster from the chimney of the incinerator. They have kept the copy to a minimum so its easy to take on board and it’s not too taxing to read.



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We learnt today that the Judicial Review claim has not succeeded in getting the planning permission for the Allerton Waste Recovery Park quashed. Although the Judge listened carefully to the arguments put forward very powerfully by the Q.C. for Marton-cum-Grafton Parish Council (who led the legal action against the incinerator), they were not strong enough to prevail.http://www.nywag.org/

The articles on this site show that although they have not been entirely successful as of yet with getting rid of the idea of the incinerator but they are still trying and in greater numbers now. The campaign has raised a lot of money for the cause and is gaining some great support and ideas from the local areas which they hope will eventually lead to the demise of the idea of the incinerator. There has been a lot of positive things to take out of one this, one of which is that it has brought people together in their local community to fight for what they believe in. They are slowly but surely making progress with this hope that they will make the breakthrough that they want sooner rather than later.



http://www.nywag.org/



Health & Medicine

task 1