Social Action Presentation

By Catherine Giggal

Shelter - Campaign PosterFonts:

The font is san serif and is a general, universally used font. It is easy to read, which will make it appeal to a teenage audience. The font is in bold and has been enlarged on purpose so that is attracts the eye of the viewer, so they are drawn in to the advert. It is also in lowercase letters, apart from the word ‘Britain’, which is emphasised, maybe for patriotic reasons.

Colour Scheme:

The colour scheme is effective, as red and white are used as the primary colours. Red connotes danger, which highlights the perilous situation in which the subject of the advert is in, which significantly contrasts with the white text, which connotes purity and innocence, which could represent the child in the advertisement.

Images:

In this particular campaign, only one main image is used, which makes the consumer focus on it primarily. The image is at eye level, which connotes a sense of equality between the subject and the viewer. It is also dark in tone, which adds to the solemn nature of the advert and with using a child, it makes the advert seem more emotive.

Copy and Overall Tone:

The overall tone of the campaign poster is rather sombre, as it is representing homelessness in the UK and it wants the consumer to sympathise for the people who are involved in this situation. The copy itself is formal, as it uses a statistic to back up its relevance and it is also very simplistic in the way it is written and is abrupt, not long-winded, which will also attract the eye of the viewer.

Shelter - Campaign Poster

The text is abrupt and states a fact that is backed up by a statistic, which makes an impact upon the consumer, as it validates the serious nature of the campaign.

The image which is utilized within this campaign is effective as it is shot at eye level, which connotes a sense of equality between the subject and the viewer. Also, it is a low-key lighting image, which connotes glumness and depression.A link to the website of the

charity, shows that they are trying to reach out to a younger group of people and are trying to bring their organization into the digital era.

A clever marketing technique: a subliminal donation, it is not oblivious, stating ‘donate’, it’s concealed so that the consumer will be charged for the text, then asked to donate.

The colour scheme utilized is the signature house style of the charity ‘Shelter’ and people can identify with it easily because of that.

Centrepoint - Campaign PosterFonts: The font is clear and readable and therefore appeals to most ages. The headings are highlighted so that the eye of the viewer is drawn to them instantly. There is a contrast between white and black, with black fonts being more prominent, as it stands out clearly from the white background.

Images:Several images are used on this webpage, the centralised one being the the focal point of the whole page, where it has been shot in black and white to make it appear gloomy and connote sadness related to the subject in the picture. The image uses a blurred focus technique, where the subject is highlighted on purpose so that the consumer will focus on them specifically. The images are symmetrical, as they are posed and professional, however, they still have an impact upon the consumer.

Colour Scheme:The colour scheme is fairly similar to that of ‘Shelter’, however, a green tone is also included, possibly to highlight the ‘Donate’ section and draw people’s attention to it specifically. The red again connotes danger and peril, whilst green is associated with spring/summer, a new beginning, if you donate to this charity, you are initially aiding the start of someone new life. It is a form of symbolism.

Copy and Overall Tone:The copy is relatively straightforward to read and understand, simplistic forms of text suitable for most ages. The tone is sympathetic overall, it is trying to encourage the consumer to donate to the charity.

Centrepoint - Campaign Poster

There are links to social networking websites, which shows that the charity is trying to appeal to a wider, younger audience and be present in the digital era. (YouTube, Facebook and Twitter).

The donation section is highlighted in green so that the eye of the viewer is immediately drawn to it. In a way, it is also a clever marketing technique used in order to make a profit for the charity and collect funds in the process.

The text is bold on the titles to attract the eye of the viewer and so that they focused on the separate sections.

It is notable that the charity are trying to get people involved and initially engage the audience.

The charity have stated that they have Prince William supporting them, which may interest those who are interested in the Royal family. Also, this is a form of celebrity endorsement, as Prince William is promoting the charity.

SASH – Charity logo/Sticker

Fonts:

For this particular logo/sticker, the font is helvetica, which is useful, as it makes the text universally recognizable as well as being clear to read. It is bold and initially catches the eye of the consumer. Also, the bright colour of green is used to attract the attention of the audience.

Images:

There are no specific images in this logo, there is only one autoshape that is meant to represent a house, which is relevant because they are trying to house the homeless.

Colour Scheme:

The colour scheme is simplistic, which means that it will appeal to a wide range of people of all different ages. The colour green connotes peace, safety, calmness and it is also inviting, which makes it more eye-catching to the audience. The colour white represents peace also, so there is a significant link between these two colours, which is why they go well together.

Copy and Overall Tone:

The overall tone of the charity logo/sticker is that it is bright and cheery, as opposed to using red as a colour, as the organisation had used that in the past and it wasn’t very successful as red connotes danger and they were trying to promote the direct opposite of that. The text is abrupt and gets the message across, which makes it very clear.

SASH – Charity logo/Sticker

The colour scheme is effective as it shows a contrast between green and white, two colours that represent the same thing, however, they are both starkly contrasting in tone.

The text is bold, which catches the eye of the reader ad they will be more obliged to read it and view the logo as a whole.

The ‘green house’ logo is relevant as it links to the aims of the organisation.

This particular advert would be useful as a billboard advert, as it is very minimalistic, which means that when someone is driving past it and doesn’t have a lot of time to view it, the simplistic style will make an impact on you.

Comparing the pieces of promotional materials

The three pieces of marketing material are each effective in their own way and are similar in the sense that they are trying to raise awareness of homelessness in the UK. The fonts for each of the pieces are fairly similar as they use a generic, san-serif typeface that is effective, as it will appeal to a wide range of people as opposed to a select group of individuals. The Centrepoint webpage and Shelter advert are similar in the fact that they use statistics such as “1 in 7” and “80,000 young people experience homelessness in the UK” in order to present the serious issue of homelessness in the UK and to also encourage people to donate, as they cannot deny that this is a realistic figure and it may shock them. The colour ‘red’ is also used on both of these pieces as it highlights the danger that many homeless people face daily, as well as emphasizing the importance of donating to the charity. The SASH charity logo compares with the Centrepoint website, as they both use the colour green, which is significant as it connotes safety, which is the main aim of both of the homeless charities. Shelter and Centrepoint have numbers in which the consumer can call to donate, as well as weblinks, which is relevant, as we reside in the digital era. Also, the imagery used by both of these pieces are similar because they use different techniques such as having blurred focus as one of the styles, which makes it more effective as we concentrate on the subject, who is at eye-level, which connotes equality between the viewer and the subject. The expressionless faces sow the anguish faced by the subjects, as well as the use of low-key lighting, which adds to the gloominess that is displayed upon the faces of the subject, as well as highlighting the issue of youth homelessness and how it should be stopped altogether. The SASH logo lacks the use of red as a prominent colour in the campaign as opposed to the two other pieces of promotional material, as featuring any connotation of danger does not appeal to them, they are more focused on safety.

Homeless questionnaires – results

From my survey findings, I have found that the majority of my respondents said that they thought homelessness in general, had negative stereotypes surrounded by it, which I thought was interesting, as in the media, homelessness is usually classified in a negative manner, linked to drugs and alcohol, which is not the case on the most part, but these types of messages are presented to us through this medium, which suggests why the content in the answers was like this. Also, in reference to another open question, of “how could we eradicate homelessness from society”, the feedback was positive, saying that we should “give them more support”, which shows that support in general is key, which is why homeless charities such as SASH, are so important and need to be funded.

From the question, “Are you aware of any homeless charities that are based in the UK”? Most of the answers referred to ‘Shelter’, which is the main UK homeless charity, which initially gets the most media attention due to the fact that it spans across the country, as well as Scotland and people are more aware of it in comparison to the smaller, local charity SASH. Also, 100% of the individuals that took my survey were aged between 16-24, which is relevant and useful because the charity SASH want to target this specific age group, so the feedback that I received from these surveys were very important, as I could use the data for when I create my products for SASH itself.

Colour Scheme

Images of homelessness

campaigns

IMPACT FONT!!

Cooper Std BlackGoudy StoutRockwell Extra BoldTw Cen MT Condensed Extra BoldArial BlackElephantBroadway

Male Colour Scheme

Graphs associated with homelessness