1. Social Action and Community
Media
Existing Product Research

2. Case Study: (campaign/organisation name)
Purpose: The highlight of this advert is to
raise awareness to the importance of dog
safety. The adverts purpose is to change
attitudes that see many dogs treated with
neglect. As the advert states many owners
see it to be acceptable to leave the dogs in
a car if only “just for a minute”, the adverts
purpose is to implement the rule that
leaving dogs in cars is absolutely wrong,
the campaign hopes to raise this issue on a
local, national and eventually, global scale.
Aim: The aim is to change attitudes
worldwide and change the belief that
animals do not suffer as much as humans.
It is to be considered that a lot of people are
simply unaware of these dangers to dogs.
Raising awareness could help increase the
amount of people who know of this danger.
Another aim could be to create access to
media production for a non-traditional
group. Dogs, like many other animals are
subject to conditions that would cause
uproar if experience by a human.
Creative Media Production 2012
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3. Case Study: (campaign/organisation name)
Techniques:
The advert uses a large picture of a dog in an oven to
show a representation of the heat they face locked in
cars. As well as this black is a colour that features
prominently and ties in with the subjects morbid topic.
In the picture that dog is looking directly towards the
photographer, this will provide eye contact with the reader
and a possible feeling of guilt and sorrow for the dog.
The large font draws the reader in and makes them pose
the question, what is the same thing? The line that follows
is smaller in size, meaning readers may need to look
more carefully at the picture and so gain the possibility of
properly processing the information, taking on it‟s
meaning and acting on it.
Creative Media Production 2012
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4. Case Study: (campaign/organisation name)
Impact: Evidence of any change being brought about through projects
using words and or graphics.
Suspected owners are now being taken to court, this shows a changing attitude in
society, who no longer turn a blind eye to this subject matter.
The RSPCA now annually receives 6,000 calls from members of the public who are
concerned about the safety and welfare of dog‟s in cars.
Creative Media Production 2012
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5. Case Study: (campaign/organisation name)
Purpose: The purpose of the „End Poverty 2015‟
campaign is to raise awareness and bring about
change on a local, national and global stage. The
campaign also helps to build relationship with nations
subjected with poverty and those without poverty in to
create community ties between nations and make it
easier to eradicate poverty. The campaign also has
the purpose to provide information by directing people
to research the millennium goals, which show what
progress is being made on ending poverty.
Aims: The aim as the title states is to end poverty by
2015. The campaign draws attention to the
„Millennium Development Goals‟, these goals show
the effort currently being made to help end poverty by
2015 and the ways the campaign aims to do this.
These goals contain eight aims to end global poverty
these are: eradicate extreme poverty and hunger,
achieve universal primary education, promote gender
equality and empower women, reduce child mortality,
improve maternal health, combat HIV/AIDS, malaria
and other diseases. The final two aims are to ensure
environmental sustainability and finally to aim for
global partnerships for development.
Creative Media Production 2012
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6. Case Study: (campaign/organisation name)
Techniques:
(You may want to use more than one slide to discuss the
techniques used)
The poster has the “We Can” seem as if it‟s been drawn
on as well as drawing the “0” to look like the earth. These
two features are drawn in the same colour, this could be
suggest to the audience that “we” represents everyone in
the world and can all help to eradicate poverty. The font
for the “we can‟‟ also suggests that it‟s just become a
realistic possibility that the public can end poverty, as it
looks like it has seemingly been added on late in the
production of it.
Millennium Development Goals has been shown in a
different colour. This could be to separate to it from the
actual title of the campaign.
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7. Case Study: (campaign/organisation name)
Impact: Evidence of any change being brought about through projects
using words and or graphics.
The amount of people who are
undernourished in Asia and the Pacific once
stood at 739 million, this had number has
dropped considerably to 563 million. A large
factor in the progress made was the socioeconomic development of many of the
countries in this are of the world. These
figures provide satisfying results with a 9.8%
drop in numbers of people who are
undernourished.
As well as Asia & the Pacific, their have also
been drops in those who can‟t afford enough
food in Latin America and the Caribbean. The
latest figures from 2010-2012 showed that
the figure currently stood at 49 million this is
a 16 million less people than the 65 million
who were in the same urgent need in 19901992.
Creative Media Production 2012
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8. Case Study: (campaign/organisation name)
The purpose of this campaign is to
raise awareness to the dangers to
chest pains and the necessary
precautions in the event of chest
pains.
The campaign could also be looking
to challenge the representation that
Men don‟t complain when in pain.
“Doubt kills”, this quote and the
choice of a middle-aged man for the
campaign poster could again point to
towards targeting this stereotype.
The campaign is also providing the
information that any delayed
response to seeking help or expert
opinion could be fatal.
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9. Case Study: (campaign/organisation name)
Techniques:
The darkened room on the picture is a suitable picture for
the topic of the campaign and it showcases the serious
nature of not reacting to chest pains immediately. The
imagery on the mans chest morphing into a belt symbolises
the pressure his body is contending with under the strain of
chest pains.
Another technique used in the campaign poster is to keep
the tagline as simple and as straightforward as possible.
Doing this leaves the reader in no doubt of what the
campaign is promoting the awareness of. With the tagline
being short and simple it will mean it is memorable to the
reader and because of this, effective.
Creative Media Production 2012
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10. Case Study: (campaign/organisation name)
Since the British Heart Foundation was founded, the number of deaths due to
a heart attack has dropped from 401,117 in 1961 to 216,051 in 2009.
Between 2002 and 2010 the death rate in men fell from 78.7 deaths per
100,000 men to 39.2 deaths per 100,000 men. Over the same period there
was a drop from 37.3 deaths per 100,000 women 2002 to 17.7 deaths per
100,000 women in 2010.
The British Heart Foundation released statistics in 2012 showing
that in 2010 just under 30% of people who suffered a heart attack
in England died. This is still a great improvement compared to the
statistics on the year 2002. These statistics showed that, of those
who suffered a heart attack in 2002, 42% of these people died, this
is an example of the kind of impact the British Heart Foundation are
helping to make with their campaign.
Another possible piece of evidence in showcasing the positive
impact that the British Heart Foundation have had is the increased
prescription of statins. This could possibly show the increase
awareness that people have now of heart related problems and
how serious they are. In 1981 there were just 295,000 prescriptions
issued in England which had increased to 61.6m in 2011, this is
evidence of the increased awareness of the seriousness of the
Creative Media Production 2012
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11. Case Study: (campaign/organisation name)
The purpose of this poster is to
campaign to win a by-election
for the Respect Party. In order
to do this the party would need
to try and change voting
behavior in Bradford West
which had been a Labour Party
stronghold since 1983, this
would then hopefully put an end
to the dominant Labour
representation.. The purpose
was also to raise awareness of
the election rally taking part in
Bradford and to provide
information at this rally.
The Respect Party succeeded
in their attempts to win this byelection and successfully
infiltrated mainstream media in
the process which was one of
the aims to raise the profile of
the political party.
Creative Media Production 2012
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12. Case Study: (campaign/organisation name)
Techniques:
With Bradford-West having a very large Asian
community, the campaign poster uses the green
colour of Pakistan as well as the crescent moon shape
which is represented on the flag also. These shades of
red and green are also ones that can be related to the
Arabic tradition.
The poster also involves an electoral ballot paper slip
for George Galloway, it as been made to look like it
has just been ripped off and stuck on, leaving a
memorable piece of information on the poster which
looks separated from the rest.
Another technique the poster has used is to include
Social Media information. This could entice younger
readers to look up the Party online as well as spread
the information through their contact networks.
Creative Media Production 2012
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13. The campaign poster a large impact as the Respect party went on to win the
by-election in a constituency held by Labour for the previous 29 years.
Voting behavior was successfully changed, mainstream media was
infiltrated and the campaign put an end to the dominant representation of
the past 29 years.