Improved social action existing product research

Social Action and Community
Media
Existing Product Research

Case Study: National obesity forums
Purpose:
The purpose of the image is to raise
awareness about obesity, especially in
children. It also wants to create national
awareness for the issue of obesity and
where it starts. The campaign provides
information about obesity and obesity in
children and also
Aims:
The campaigns aim is to make people
aware that the eating habits you have
can have a lasting effect on your children.
It makes people aware that obese
children are more likely to age quicker. It
wants to get their message across and
grab the audiences attention to the issue
they are raising.
2Creative Media Production 2012

Techniques:
The campaign uses many techniques to raise awareness for their
issue. First the campaign uses an image of a baby with the body of
an obese man. This grabs the audience’s attention by showing them
an abnormal picture. Many of the audience will have children
themselves and this will make them stop and think about what they
are feeding their children and whether they feel it is healthy. The
image will also scare the audience as they will not want the image to
come true for their son or daughter.
The baby himself looks sad and unwell and people may start to feel
maternal towards the child, women especially and this will make
them feel sorry for the child.
The campaign then uses some facts to shock the reader. Facts that
make the reader think about their own children, their diet and how it
could be effecting them.
The font used for ‘The eating habits you give your children can last a
lifetime’ is very plain and boring. It is not big and bold or fancy, it’s
just text. Just like what it is saying, it just is, unless the audience
make a change which is what the campaign is trying to make you do.
The text is written small because the image says enough.
Case Study: National Obesity Forum

Impact:
http://www.nationalobesityforum.org.uk/index.php/publications/management-of-
weight-loss.html
Case Study: National obesity
On http://www.noo.org.uk/NOO_about_obesity/trends I found that the posters
created to raise awareness about obesity, especially child obesity haven’t made
much of an impact at all. These findings show that people with a healthy BMI
have lowered, something which shouldn’t have happened if the posters really
made an impact. They show that since 1993 obesity rates have risen for both men
and women. The number of children who now suffer with obesity has also risen.
Compared to what the facts say on www.noo.org.uk to what I can
see in the graph, obesity rates in reception children have risen,
especially in children although in 2010-11 the rates have dropped
since 2009. The rates have clearly risen with year 6 boys and girls as
the years go on, showing me that the posters haven’t made much of
on an impact on it’s audience.
This table confirms that the
rates of obesity have been
slowly rising.

Case Study: The New Ark Missionary
Purpose:
The purpose of this campaign is to raise
awareness for poverty in third world
countries such as India. This campaign
will want to raise global awareness for
the people who are less well off than us.
The organisation will want to build
relationships between first world
countries and third world countries to try
and help those less fortunate.
Aims:
With this advert they aim to get the
audience to feel sorry for the girls and
donate their old clothes. It aims to make
people aware that there are people out
there that have a different idea of what
fashion is and that their lives are a lot
worse. It will also make the audience
aware that people in India have a lot
more to care about rather than ‘The
winter collection’

Techniques:
This ad campaign is very simple and gets straight to the point. It uses just one
image and a small amount of text. The larger text is written in a typical fashion
magazine font and stands out over the image. They have used this font to
relate to normal people and the magazines that they read. The image shows a
small Indian child wearing cardboard. This is to show that these children can
not afford the luxuries that we can afford. This will create sympathy in the
audience and will make them want to read on. They have chosen the word
winter rather than summer so the audience will think of what winter weather is
like and start to imagine wearing their ‘winter collection’. The little girl looks sad
and looks straight into the audiences eyes. This will create sympathy within the
audience and maybe touch on the maternal instincts of the women, reading the
magazine which this ad would be published, making them want to take care of
the child.
They have used a dark background on the image to represent the dark sky in
winter, to make the audience remember and think about our winters. It could
also represent a dark time for the child after not having the luxuries as the
audience would have.
The small text in the bottom asks the audience to donate clothes rather than
money making the audience realise that it’s not just money that these children
would be appreciative of.

Impact:
The New Ark Mission has saved many people from severe infection or worse. From children to older people The
New Ark Mission gets these people off the streets and into a safe environment.
http://www.newarkmission.org/transformation.asp 7Creative Media Production 2012
These percentages show me that since 1994 there has
been a massive impact when raising awareness for
poverty in third world countries such as India. Over 18
years there has been a massive drop in the amount of
people under the poverty line and access to water has
become a lot easier- something third world countries
struggle with. http://data.worldbank.org/country/india
This is some research that I found that was
taken place in 2012.
The table first shows the impact that poverty
has on children all over the world. To me, this
shows that posters and raising awareness has
not made much of an impact on it’s audience,
especially when you look at the second lot of
statistics. The poverty to wealthy ratio has
risen a lot in the past 170 years, this shows that
more awareness needs to be risen.
http://www.statisticbrain.com/world-poverty-
statistics/

Case Study: Life Way Online
Purpose:
The purpose of this ad campaign is to raise
awareness for internet safety for children. It
wants to make a national change to make
sure children are protected from online
predators on the internet. It also wants to
change attitudes and let the audience know
what the internet isn’t always as safe as
people seem and parents need to be strict
with it. It wants to build a relationships with
parents to make sure their issue is addressed
in the way they feel is best.
Aims:
They want to make parents see that with their
company their child will be a lot safer while
using the internet. It wants to reach out to
parents and let them know that the internet
isn’t always safe and with limiting access to
certain sites they can make sure their child
isn’t at risk.

Techniques:
The poster uses the image of a normal girl. This is so that the audience
realises that it can happen to anyone and to stop thinking ‘it won’t happen to
us’. The font that the poster uses for the ‘Sara was searching the internet for a
new friend…’ looks as though ‘Sara’ herself has written it. This is to represent
that she was just a normal child
‘Searching’ is written in the style of a search bar that is normally found on the is
internet. This makes this campaign easily relatable to anyone in the audience
who uses the internet. The first section of the text is bigger than the second lot
of text. This could represent a sinking feeling you get when you realise
something so innocent does not stay innocent all the time. It may either bring
on the sinking feeling within the audience.
The girl in the picture is looking away from the audience slightly. This could
represent the fact that she is missing and not even herself knows where she is.
Case Study: LifeWayonline

Impact:
Case Study: Lifeway Online
Here are some facts and statistics I found relating to online
safety ranging from how many children aged 5-15 use the
internet and what problems can occur.
The second lot of facts show that from age 8-15 nearly all
children have used the internet and when compared with
the cyber bullying facts I think it shows that cyber bullying
posters make little impact on it’s audience.
The statistics show that cases of cyber bullying has risen by
87% in the past 2 years. The stats also show that cyber
bullying can lead to more serious things such as self-harm
and suicidal thoughts.
I think if posters raising awareness for internet safety was
successful cases would of decreased rather than increase by
87%.

Case Study: Be you be healthy
Purpose:
This ad’s purpose is to bring about national
change in Chicago, USA.
It wants to change the attitude towards teen
pregnancies and release all the blame from
the teen girls and make the audience realise
that the boys are partly to blame too.
It wants to raise awareness for teen
pregnancy.
It wants to challenge dominant
representations and show that teen
pregnancy isn’t just about the pregnant girl.
Aims:
The poster aims to change the way we look at
teen pregnancy and show the audience that
all the blame is not the girl who chose to have
unprotected sex and that there was a boy
involved too. It aims to raise awareness for
teen pregnancy so people can do what they
can to lower the number there are.

Techniques:
The poster asks the audience a rhetorical question. This reaches out to the
audience and gets them to answer is consciously. The question is big and
stands out on the image to draw the audience in and get them involved with
what it is asking. The question also draws the audience to the image that is
used on the poster.
‘Most teen pregnancies are.’ uses a full stop. This makes the statement right to
the point about teen pregnancies and hints that there is nothing else to say. It
shows that all they need to tell you is that most teen pregnancies are
unexpected and you should know that. This will make the audience start
thinking about the issue and what they feel about it.
The image is of a boy who looks like a typical young man, wearing baggy
clothes and sitting on his skateboard. This is to show that teenage pregnancy
can happen to anyone not just certain people, even your own children. They
have used an image of a boy with a baby bump and this is to show that the
pregnancy is not all down to the female that carries the child. There is a male
involved to and he has to get some of the blame. They have used this
abnormal image to grab the attention of the audience as it is not something you
see everyday- just like the text mentions.
The image and the text together are there to make the audience think that it’s
unexpected of a teen boy to be pregnant and you also shouldn’t expect it of
women.
They have used the image of a young, normal boy and a skate park
background. This is to make the audience feel as though the issue can happen
to them and they want to do something about it.
Case Study: Be You Be Healthy

Impact:
Case Study: Be You Be Healthy
These statistics show the percentages of conception
rates and their trend between the different ages of
women.
The first image shows the amount of women under
18 and 16 that conceive and whether or not the
numbers have decreased. It shows that the number
of teenage pregnancies have decreased between
1996 and 2006 and this is also shown clearly on the
graph.
The graph also shows that the rates do keep going
down and in 2008 there were even less conception
within women who are under the age of 18.
I think this shows that the awareness being raised by
posters is making an impact especially in the United
Kingdom.
This graph shows the teen birth rate in Chicago USA, where
the advert was created. This graph shows that Chicago has
more teen birth rates than all of the USA and just the
capital of Chicago, Illinois, is pretty much the same as all of
the USA.
However, even the Chicago does have a high teen birth rate
the graph does show that the rates are decreasing and
teenage pregnancy awareness will be making some form of
impact, though not enough impact to bring the rates right
down below the whole of the USA.

Case Study: Unfair campaign
Purpose:
The purpose of this ad is to bring global
change about the issue of racism.
It also want to change the attitudes of people
that see differences in races. It wants to raise
awareness about the way people feel about
different races. It is also letting people know
that there is racists out there and that they
need to do something about it.
It wants to strengthen the relation between
different races.
Aims:
The aim of this poster is to show people that
people really aren’t different no matter what
their race. To show that people are all
different on the outside but on the inside they
are.

Techniques:
Everything in the poster is neutral. There is a white background and black text
on nearly identical pictures. The black and white represent facts in black and
white. The poster is saying that this is what it’s like and it doesn’t need
anymore colour or pictures or a fancy font to get the message across.
It shows three human hearts and these are here to represent the different
races. It shows the hearts looking nearly identical to show that everyone is the
same on the inside.
The poster has chosen human hearts to represent the different races rather
than any other organ like the brain or lungs. This is because the heart is the
most important and the campaign is letting the audience know that everyone is
important no matter where they are from. The heart also represents the way
people feel and this shows that everyone feels the same about racism.
Case Study: Unfair Campaign

Impact:
Case Study: Unfair Campaign
http://www.bbc.co.uk/news/education-
18155255
https://www.gov.uk/government/publications/racist-incidents-table-england-and-
wales-2011-to-2012--2/racist-incidents-england-and-wales-2011-12#data-tables
These facts and statistics show the amount of racist
incidents that happen in the uk.
The second and third image show that the amount of
racist incidents has been decreasing since 2007.
The first picture I think shows that more awareness needs
to be risen within children as more cases of racism are
being reported within schools.
Overall I think posters like the Unfair Campaign are making
an impact overall.

Case Study: Conservative Party
Purpose:
The purpose of this ad is to bring about
national change in politics. This poster is
telling people make a change to the way they
are living by voting for the conservatives.
It wants to change the public’s attitude to the
labour party get them more onto the side of
the conservatives.
It raises awareness about what happened to
the country when labour were in power and
awareness about the election.
It provides facts about what some of labours
changes did to the country and is trying to
influence voting behaviour.
Aims:
The aim of the poster is to get you to vote for
the conservative party to be in power. It wants
to change your opinion on the way the country
is being run and wants you to change it by
voting for their party.

Techniques:
The main image on the font is a picture of the labour leader. His expression is
smug and carefree. This will make the audience or someone who is voting see
him as someone who doesn’t care for what they need and only cares about his
own reputation. It makes him look as though he isn’t a serious politician and
this would make the voter angry and not want to vote for him. It would make the
audience realise that they need someone to take control and not mess about
with money or what the people actually need.
There are two separate pieces of copy on the poster. One is big and bold and
is as big as the main image to show that it is an important piece of information.
It is also written in black. This is to show that it is bad and like a ‘dark tunnel’ if
the voter was to vote labour again. Gordon Brown is also dressed in black. This
could be in relation to the ‘grim reaper’ and could be seen as the death of a
country.
The smaller text is written in blue and is a lot smaller compared to everything
else on the poster. It could be written smaller to show that change is far away
until you vote for the conservatives. It is written in blue to show that their ideas
are good for the country and to represent ‘the light at the end of a dark tunnel’.
After being bombarded by something that wasn’t pleasant to read you search
for something lighter.
‘Vote change. Vote conservative.’ These are very short sentences that get
straight to the point. They have used the word change so that the audience
think that everything will be better if they put the conservative party in power.

Impact:
These statistics show that in this particular campaign the political ads
and posters made a big impact and The Conservative Party won the
election.
It shows that compared to the Labour Party they won by many seats are
97+ whereas the Labour Party are -91.
The campaign was successful however it didn’t make quite the impact
as hey would hope as they didn’t win the majority and had to go into
power with the Liberal Democrat party.

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