Case studies existing product research

Social Action and Community
Media
Existing Product Research

Case Study 1: NSPCC’s ongoing campaign to stop child abuse
2Creative Media Production 2012
Purpose: To bring about national change (hoping to stop child abuse all over the
country,) to change attitudes (towards the issue and get people to realise how serious
it is,) to raise awareness (about the issue,) to campaign, to build relationships with
subjects (some people are very unaware of what goes on behind closed doors in
some families.)
Aim: The aim of this campaign is to make people realise what is going on behind
closed doors to some children in the UK, and to help them wherever possible. It is to
make people aware of the issue and also to appeal to
them and make them want to give help to people who need it.

Case Study 1: NSPCC’s ongoing campaign to stop child abuse)
Techniques:
The techniques used in this particular campaign poster are put in place to achieve its overall aim.
The main image that has been used as the key art picture is part of a baby‟s bib with blood stained on it. This
is emotive and makes the audience realise what is really going on to some children. It makes you realise that
children are helpless and defenseless, they cannot stand up for themselves or fight back so they need your
help. The bib says „Hug me‟ on it which makes the audience remember that all a child wants is love and they
are getting hurt, shown by the blood across the bib. This sinister image makes the audience feel unsettled and
uneasy in general about the issue, this may make them feel that they need to help change the issue.
In the writing at the bottom of the poster is the quote, „Together, we can stop child abuse.‟ By including the
audience into the NSPCC company, this makes the audience feel like they are already involved and
encourages people to pick up the phone and help in some way. This makes the reader feel that with their help,
this problem could be solved, and their help is necessary.
The fact that there is so little writing and most of the poster is taken up by the image makes you look at that
more and therefore think mainly about that.
The font is simple, clean and clear which makes the text easy to read for the audience. It is also in the colour
green. The colour green is a happy, warm colour rather than a cool colour. The colour green is also known to
signify nature and freshness. This could symbolise a fresh start and natural start to life that other children
have, without this pain struggle. These could be achieved with the help of the audience if the poster is
effective and they choose to help.

Case Study 1: NSPCC’s ongoing campaign to stop child abuse
Impact:
With campaigning and support, over the last 10 years the NSPCC have helped:
•Set up the Child Exploitation and Online Protection Centre (CEOP) to help keep
children safe online.
•Increase the penalties for sexually abusing children.
•Establish local safeguarding children boards (LSCBs) to help local agencies like the
police and children‟s services, work together better.
•Create the new offence of “causing or allowing the death of a child or vulnerable adult”,
first used to successfully convict someone in 2006
•Make courts more friendly for children giving evidence in abuse trials.
•Government to pledge £13 million more to help support victims of sexual and domestic
violence.
•Government to pledge £30 million over five years to the NSPCC to expand our help
lines, the NSPCC Helpline and ChildLine, so that we are able to answer more calls for
help.

Case Study 2: Community Safety, Think More Drink Less campaign
Purpose: To bring about local change (to stop alcohol
related crimes and injuries in Wakefield,) to change
attitudes (towards drinking and how to act when out
drinking,) to raise awareness (to alert people about the
issue and providing a statistic to make the information
reliable and seem more true to people,) to challenge
dominant representations and agendas (some people may
think that alcohol is not a large contributor to the total of
violent crimes, this would tell them otherwise,) to create or
strengthen community ties (the poster clearly promotes
„community safety‟ and if people pay attention and local
violent crimes then communities ties will be strengthened,)
to provide information (the statistic,) to campaign, to build
relationships with subjects (not many people know about
how alcohol affects people‟s behaviour on a scale like this.)
Aim: The aim of this campaign is essentially to make
people realise what alcohol can make sometimes make
people do, sometimes where they wouldn‟t do it usually. It
is to make sure that people know what alcohol can cause
and maybe encourage them to drink less to try and prevent
these crimes. Maybe the amount of violent crimes would be
reduced if people didn‟t drink extensively to a point where
violent action is considered acceptable.

Techniques:
The main image used here is of a person with a pint glass as a head, and it is smashed on the
floor. The smashed glass shows the damage that is described by the „violent crimes‟ statement
on the poster. There is something about and image, that when it is re-enforced in a statement it
makes it more real and shocking. This will apply to the audience and force them to realise how
real the situation is and what is really going on.
The comment „Half of all violent crimes are alcohol related. Cheers.‟ is written in a bold, upper
case font that is also in white. This makes it immediately eye-catching and the thing that you are
drawn towards most on the poster. This is the part of the poster that the producers really wanted
the audience to be drawn to because it holds a shocking statistic. This is why it is made so
noticeable.
The way the comment is written is in small, short sentences which are used to get to the point
efficiently and effectively. One sentence is just one word, and a word that relates to the subject
which makes it more understandable and expressive of the issue. The small sentences put
across the tone of the piece to the reader. The tone conveyed is short and snappy which would
tell us that people are annoyed at the issue and they want it to be sorted soon.
The text written in white on the black background creates a shocking colour contrast which
mirrors the issue and the statistic that has been brought into this, telling us that it is shocking.
However, the black and white contrast could be representative of how the matter of alcohol
related violent crimes can be changed from a dark problem to a good thing and can be
improved.

Impact:
This campaign came
into action in Wakefield
in early 2012. This
statistics figure shows
that by the end of
September 2012, the
number of violent crime
offences was at an all
time low. It is not
proven that the „Think
More, Drink Less‟
campaign was the
cause for this decrease
in violent crime but we
can assume that it
helped in some way
because of such a
decrease.

Case Study 3: Vote Conservative 2010 General Election Campaign
Purpose: To bring about national change
(there would be a change in the way the
country was run if the Conservatives were in
power,) to create and strengthen community
ties (maybe if the Conservatives were to come
into power, then there would be change that
would improve certain communities, also the
poster is suggesting that there would be
change to the country that would be for the
better,) to campaign (in the election,) to
change voting behaviour (this poster is trying
to encourage people to change who they vote
for.)
Aim: The aim of this poster is to make people
think that if they vote for the Conservative
party in the 2010 general election then the
country will change for the better. The main
aim to get people to vote Conservative in the
next election.

Techniques:
There is a morphed image of the British flag, the Union Jack, behind the „Vote for change‟ text in the main part
of the poster. This would catch the British people‟s eye because they would be convinced that voting for the
Conservatives would make Britain, the place they live, a better place. Anybody would want the place that they
live to be changed for the better.
The background image that is behind the image of the flag and the text, is a picture of the sky with clouds It
looks like there is a light shining out of the sky, this could symbolise a ray of hope and that the Conservatives
will be a good thing for Britain at this time. In 2010, Britain was in the worst stages of the recession an change
was needed; In this case, anything or anyone that offered change for the better would have been appealing.
The colours used in the poster are all very positive colours, and appropriate to the Conservative party. There is
red, white and blue which are patriotic colours for the UK anyway, this will draw people in who love their
country. There is also a lot of green and blue used here. Green is the main colour associated with the
Conservatives anyway. The colour green symbolises a clean, fresh start for Britain if the Conservatives were
to be voted in. Blue is the colour of hope and calmness. This infers that if the Conservatives were to be voted
in to power, the hectic Britain would calm down and from there things would start to get better for us as a
country.
The text on the main part of the image is written in a clear font, in capitals and in white. A clear white font
stands out on any background, and this was done so that it was eye-catching and people would be drawn in
and want to read the read of the poster and really examine it.
The simple text at the bottom of the page „Vote Conservative‟ is a command and makes you feel obligated to
vote even if it was not your original idea. Commands are always effective on a poster that is aiming for a
change because it causes a sense of un-easiness in the reader/audience and makes them feel that they really
should do what is being asked of them.

Impact:
The result of the 2010 general election was that the Conservatives had more
seats than any other party; However, they were 19 seats shorts of winning. The
fact that the Conservatives won the most seats shows that their campaign
worked and this would have been aided by their campaign posters. This was a
positive outcome for them.

Case Study 4: BBC Radio Asian Network Summer of Music promotion
Purpose: To bring about local/national/global change (to increase the listener figures for the
network,) to raise awareness (of the network, that some people may not know exists,) to create
media production for non-traditional groups, to create or strengthen community ties (this could be
a way to bring the Asian community in the UK together and strengthen their relationships, it could
also create community ties between the Asian community and others,) to infiltrate mainstream
media (by promoting, this will make more people aware of the network and could cause this it to
because more common and associate itself with mainstream media.)
Aim: The aim of this advert for BBC Radio‟s Asian Newtork‟s Summer of Music is just to advertise
and promote the radio channel and a special feature that they are introducing to it. Another aim is
to make people aware of the network if they were not already. This could make people want to
listen, they may be interested in listening if it is something they have never heard before or never
knew existed. There will be people who will be attracted to the event/feature rather than just the
network so this could encourage them to listen.

Techniques:
The bright pink, yellow, orange and green colours used in this promotion is appealing to the
primary target audience of this product which is of course, the Asian community. It is appealing
to them because in their culture there are a lot of festivals that involve and celebrate colour.
Also, the saris that Asian women wear are often bright colours which shows that the culture is
supportive of this. The pattern that is displayed on the poster also resembles the henna tattoos
that are usually associated with the Asian community, this will be familiar to them andtherefore
attract them. The colours also appeal to other people also because bright colours are a great
way of attracting attention.
The fact that the Asian Network is a part of the large corporation that is the BBC and that this is
obviously stated makes it more appealing to people. Everybody knows of the BBC and most
people listen, watch or read something to do with the BBC every day. People know and trust the
company name so they will be drawn towards it because of that. The recognisable logo is
placed at the top and is displayed clearly.
The font that is used for the writing is very clear and simple but also interesting. All is written in
upper case letters which makes the writing more eye catching and appealing.
The poster is advertising and event that is only for a limited amount of time. This attracts people
subconciously. If something is advertised for just a short period of time like this, the Summer of
Music, then people want to get involved however they can, so that they have been a part of it.

Impact:
In February 2010, it was reported in The Times newspaper that Mark Thompson, the
General Director for the BBC was planning on the closure of the Asian Network on the
BBC because of falling listener figures. The listenership figures were going as low as
453,000.
After the Summer of Music in 2013, the listenership figures had increased by 101,000
since before this campaign and advertisement for the Summer of Music.
This tells us that the Summer of Music promotion achieved it‟s aim of increasing it‟s
listenership numbers and making the network more well known around the country.

Case Study 5: Buswise campaign (East Riding)
Purpose: To bring about local change (to stop bullying on
buses in the East Riding area,) to raise awareness (some
people may be unaware of what is going on with respect to
bullying on transport,) to challenge dominant
representations and agendas (some people are totally
oblivious to what is taking place, they think there is no
problem, this challenges that,) to create or strengthen
community ties (if bullying stops the community will
become more pleasant, it could improve community
relationships,) to campaign (against bullying,) to infiltrate
mainstream media (this is not a company promoting
something, it is a council project,) to build relationships
with subjects (people will be able to understand people‟s
bullying experiences and understand what is really going
on.)
Aim: The aim of this poster is to raise awareness about
bullying and help people to understand what is going. It is
also created to provide a helpline for people who are being
bullied and to try and cut bullying wherever possible.

Techniques:
The main image used here is of a bull running through the middle aisle of a bus. This
is shocking as a picture because nobody would ever imagine to see a bull on a bus.
The image is representative of the issue. A bull on a bus is like a bully on a bus for
victims of bullying; something they never want to see and something that they are
scared of.
There are also blurry parts of this photograph to show that the world is being rocked
and it shows the panic and the terror, the way to world doesn‟t seem to make sense
when something is going wrong, like if you are being bullied.
The font is in green. This indicates that with the Buswiseorganisation will give bully
victims a fresh start. Green is a generally happy colour, it is associated more with
happiness, prosper and hope for a better future than sadness.
The organisation have used a memorable and defining logo for the Buswise poster.
This will stick in people‟s head when they say it and will remind them every time they
see it what the poster is about.
The font is all in upper case writing and it all written in a clear font. This is good
because it means it is easier to read for people. This can be seen if the poster was at
the front of the bus and you were looking at it from the very back.

Impact:
The Buswise campaign was launched in September 2008. Since then, it has
expanded and become more popular within the East Riding.
Since September 2008, Buswise now holds educational sessions in primary
and secondary schools about the issue that is being covered. They also offer
driver training sessions in partnership with EYMS.
The Buswiseorganisation is now in re-launch to raise more awareness of who
they are and what they do with the aim of helping more people. There are now
large posters „wrapped‟ around the back of buses where they used to be small
posters placed inside like this one.

Case Study 6: Think! Road Safety Think Bike campaign
Purpose: To bring about local/national/global
change (to get people to think about bikers
more on the road, and consider them more
carefully in certain situations,) to change
attitudes (towards bikers,) to raise awareness
(of bikers on the road, and the consider them
when driving,) to campaign
Aim: The aim of this poster is pretty straight
forward and clear. It is to make people think
more about bikers on the road when they are
driving. Most people think that bikers are an
inconvenience on the road, but they have a
right just like car drivers, so they need to be
considered and respected.

Techniques:
There is not much on this poster to think about, it is just clear and to the point to
make you realise that, that is the only issue that you need to think about.
The bright yellow background colour catches the attention of the audience because it
is so vivid.
The black lettering on the yellow background is quite a shocking and intense contrast.
This catches attention in a different way.
The only text on this page is in a clear, black, upper case font and has an
exclamation mark at the end. The use of punctuation leads you to believe that the
subject of this campaign poster is in this text and it is important, it must be taken
notice of. The fact that this is the only text on the page makes you take notice of
exactly what is being said and shown to you by the poster. This is a clever technique
used by the producers to get exactly what they want from the readers/audience.
The logo is placed clearly at the bottom of the poster. It is a recognisable logo and it
displays the company‟s cause clearly as well.

Impact:
Motorcycling incidents where motorcyclists have been killed or seriously injured have
fallen since 2008 when 493 motorcyclists were killed and 5,556 were seriously injured
on Britain's roads.
The Think Bike campaign has been an ongoing campaign since the 1980s when
motorbike accidents were on the rise. As you can see by the graph, towards the end of
2003 the accidents were on the decrease.

Impact:
The Think Bike Facebook page currently has 53,714 likes. This means that at least
53,714 people are aware of the campaign and therefore aware of the issue. The way
that Facebook works is that if one of your Facebook friends likes a page such as this
one, you can see it, as well as all of their other friends.
This means that the increase in awareness of this issue is constantly on the increase.

Case Study 7: Accessible Arts and Media 30th anniversary celebration
Purpose: To raise awareness (about the group that
help people with disabilities,) to create access to
media production for non-traditional groups (people
with learning difficulties can all come together and
make music with the software and technology
needed,) to provide information (there is a website
attached so people can go and find out more about
the organisation,) to infiltrate mainstream media
(this is not a mainstream media company that many
people know about, it is being brought to attention in
a local way for local people.)
Aim: The aim of this poster is just to make people
aware of the organisation and supply them with
information so that they can go and find out more
information about them if they want to. Another aim
to show that it is the company‟s 30th anniversary
and celebrate that.

Techniques:
There are a lot of bright colours used in this poster. These are positive and they attract attention.
The colours that are used are all fun and happy. These colours are used to convey the
happiness that is brought to the people with learning difficulties that this organisation make
happy with the work that they do.
There is a fun font used rather just just a clear and simple one that fits more to provide
information on a different kind of campaign poster. The font is shaped around the other words
and shapes in the design. This gives off the vibe of fun from the organisation.
The organisation‟s website is placed strategically under the main, central text. This is so that
people can go onto the website and learn more about them, as a group. Their aim here is to get
more people interested and involved in what they do, so that they can receive support and also
donations towards technology and equipment for them to help with their work. If more people
know about the work they do, and the happiess that they bring to people‟s lives then they will
surely want to help out.
The organisation name contains alliteration which catches people‟s attention when they read it.
It makes it sound interesting and fun. The fact that the name is displayed so clearly and in a fun
way makes it seem more attractive to people and encourages them to want to find out more.

Impact:
"On Wed 11th July 2012, York's prestigious Guildhall was filled with the sounds of song
and laughter as we celebrated our 30th Anniversary in style with a concert and memorial
for our former patron, Alan Hacker OBE, who recently passed away.The night was a
fantastic success for both the organisation and our members, with many of our past
members returning to join in the fun. We would like to thank all of our members, staff,
volunteers and audience members for their support at the concert and throughout the
last 30 years - without all of you we would not be the organisation that we are today.”
http://www.a-arts-media.org/html_docs/about.shtml
This quote above shows that people took notice of the advertisement of the 30th
anniversary for the organisation and made people aware. People who have no previous
connection with the group came to celebrate with them in the Guildhall, York. This is a
positive impact in the way that people who have no connection to the group want to
celebrate with them, know more about them and want to help.

Case Study 8: Vote Mental Health for All: Be part of the change campaign
change (to vote would change the way people see
mental health issues and help to treat them,) to
raise awareness (of mental health issues,) to create
or strengthen community ties (if people who care
about this are voting, it will improve communities
everyone works together to help the issue,) to
campaign, to change voting behaviour, to infiltrate
mainstream media (if a lot of people vote for change
then they will cause the campaign to grow in size
and allow more people to know about it, therefore
infiltrating mainstream media systems and
campaigns,) to build relationships with subjects.
Aim: The aim of this campaign poster is to get
people to vote to help people with mental health
issues. Another aim of it is to raise awareness of the
company/organisation by clearly showing how
people can get in touch with them by using social
media sites like Facebook and Twitter.

Case Study 8:Vote Mental Health for All: Be part of the change campaign
Techniques:
The photograph that is put in at the top of this page is representative of the view of change that
could happen if people were to vote for mental health and support the organisation and the cause.
You can see into the distance in the image in the background. This shows the long way that the
organisation have to go before they completely know how to make a better life for people with
mental health issue, however it shows the vision that they have and what they are aiming for. This
would appeal to the audience because they know what they are voting for and what they are putting
their support and help into.
There are two bright colours used for the fonts and other parts of this poster; purple and green. The
purple colour is noticeable on the white background that it has been placed on. The green colour is
more of a green-blue. The colour green signifies fresh starts and happiness, where as blue
indicated hope and calmness. These two colours mixed together to make this colour shows all of
the things that this organisation want to achieve for people with mental health issues; It shows their
aims.
The different fonts that are used on this page are all large, simple and very easy and clear to read.
They are in different colours but are still very much easy to read on the white background. The text
puts the message of the poster across very well, and makes it clear what the message actually is.
The different shapes used in the composition of the design format here show creativity and the
happy, optimistic attitude of the group. It also makes the poster more interesting to look at than if
there were just rectangles used.

Techniques:
„Be part of the change‟ is addressing you specifically, it speaks to the reader and
makes the writing more personal and relative to you. This implies that with your help
the organisation can make the change, and you would be part of it. This is a clever
technique used by the company because they are speaking personally to the
audience.
The poster includes the addresses and how to find their pages on social networking
sites; Facebook and Twitter. This is a way to raise awareness about something. If just
one of your friends likes something of Facebook or retweets something on Twitter,
you can see it as well as all their other friends. Social networking sites are a great
way to spread news about something.
„Mental health 4 all‟ makes a point of saying „all‟ inferring that everybody is equal.
People like to know that everybody is being treated equally and fairly with some
matters e.g. discrimination and prejudice. This is a also a way to attract many people
to the organisation. When people see „all‟ they think that they are part of it so they are
interested in it.

Impact:
The campaign began in March 2013 and is not quite at the final stages yet, so there is
no impact that can relate to this yet.
This was what I found on http://www.cmha.bc.ca/get-informed/news/mind-matters-e-
news/march-2013#CMHA1
It talks about what the organisation aim to achieve.
•Ensure that everyone can expect the same level of care from the healthcare system no
matter if you are seeking treatment for depression, cancer, schizophrenia or diabetes.
•Make it easier for everyone to receive high quality treatment and support for addiction.
•Ensure that all British Columbians receiving the Persons With Disability Benefit, as a
sole source of income, can afford the rising cost of living.
•Make sure that all British Columbians including those living with mental illness and
addiction have access to safe and secure housing.
They have 67 likes on their Facebook page and have 891 followers on Twitter. This is
spreading the word and raising awareness for the oragnisation.

Case Study 9: Save the Children
change (this would be to bring about global change,
by helping children, wherever they live,) to raise
awareness (about this issue that some people may
not know much about,) to change attitudes (to make
people realise how important this really is, they may
not have really thought about it before,) to build
relationships with subjects (if somebody donates to
help Save the Children then they will be building
their own relationship with the organisation and the
subject matter.)
Aim: The aim of this poster is to get people to
donate the Save the Children so that they can put
that money into place and send it to the children
who need it the most, wherever they might be in the
world.

Case Study 9:Save the Children
Techniques:
The key image in this poster is very shocking and moving. The child has something
on their wrist that indicates that they are hurt or ill and in a hospital. Some people
cannot bear to see children in pain or in unfortunate situations where they are
helpless. People will be drawn in to look at the poster because of the photograph,
they will be drawn to the photo of the poor child because their initial thoughts will be
that they want to help them.
The writing is written in a very small font size, this is so that the audience will stop
and read. They will then get hooked on the written words because they tell the reader
why the children need their help and also how they can help. It gives you a brief
overview of the work that the company do so that you know what cause you will be
helping if you choose to.
The logo is displayed clearly at the bottom with the name of the organisation which
pretty much explains what the organisation is about and what they do.
The text in the top left hand corner is written in a clear font but the different words are
in different text sizes and boldness. The words that are more bold than others are
„You‟, „children‟s lives‟, and „pay packet‟. These words jump out at you because they
are more bold than the others. You can piece together what the paragraph is about
just from the words that are in bold.

Techniques:
The text itself is eye-catching because it is placed in a dark corner of the poster, so
the white font stands out. The words that are extra bold also make the text jump out
at you and invite you to read.
The text tells you that „you can change children‟s lives‟. This is enough to make
anyone want to help out, if they can change someone‟s lives. The text is personal and
is talking straight to the reader, this is personal and makes the audience feel as
though the poster is talking to them and asking them.
The purple colour that is used is a warm colour and so is attractive to the audience,
rather than a cold colour. A warm and happy colour is an indication that things can get
better, so this tells you that things can get better for this child and for the other
children that Save the Children help.

Impact:
This is from an impact report on Save the Children.
2011 Global Impact Monitoring Report outlines and discusses our programmes‟
achievements in each thematic area, including details of our global advocacy
work. In 2011 we directly reached 8.9 million children.We responded to 45
emergencies - including the conflict in Libya, the drought in East Africa and the
floods in Pakistan - helping a total of 3.3million children and their families. The
report also describes how we are investing in using evidence to improve what we
do - both when things go well and when we meet difficulties.

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