1. PETA demonstration
Emlyn Travis, Ellie Morgan and Zara Woodcock

2. “Choose life: Choose vegan”
• PETA demonstration advocating animal rights and veganism
• Chose this event as it was the most interesting and thought-provoking
out of all of them.
• We thought the event was the best opportunity to heighten our
skills as it was the most visual.
• When: Saturday 1st November 2014 at Trafalgar Square, London
• Research:
Looked at previous PETA events/ History of the movement
Researched their background and what they stand for – important to
understand their beliefs
Signed up for their newsletter and events – we were able to receive
emails from PETA.

3. Planning and organisation
1. Thought of interview questions – we didn’t want
to be repeating the same questions and risk becoming nervous.
1. Assigned roles for each person e.g Instgram, Twitter feed,
vines
2. Downloaded extra apps that were useful for the event e.g
Audioboom
3. Looked at other students blogs (Dame Dash and Berlin
Project) as well as the PETA UK blog in order to get ideas for
layout etc.
4. We chose our preferred event and our team was allocated
• Emlyn: live-tweeting, photos, interviews
• Ellie: vining, instagram, photos, interviews
• Zara: photos, interviews, live-tweeting, vining

4. At the event
• Located the demonstration which involved getting the train
and the tube.
• Took several photos of ‘before’ shot. We thought it was
important to the visual aspect.
• Looked around for PETA representatives and volunteers to
interview. We wanted to make sure we knew who to interview
• Waited for the event to start
Our allocated tasks were fairly straightforward and clear so we
had no troubles with our jobs. We knew what we needed to do
to get a good coverage. On the other hand, a lot of our tasks
were similar so we had to figure out how each person used each
the multimedia for what, and how we could help eachother as a
group.

5. Multimedia tools
• We had our iPhones with us, and fortunately apps were
enough to replace other equipment e.g video camera.
• Apps and tools: audioboom, Thinglink, camera, vine, twitter,
voice memo, Instagram, Tumblr, hyperlinks.
Interviewing people:
• We found the volunteers and approached their booth. We
asked them who the representative was and approached him
to interview (Ben Williamson).
• We asked passer-by's watching the event and chose the ones
relevant to the protest.
• Interviewed 6 people but chose the best for the blog, showing
positive and negative reactions to the event.

6. Filming
We filmed:
• The designated spot for the protesters, which was an area of
tarpaulin in busy spot of Trafalgar Square
• The crowd surrounding the area as we felt it was important to show
that people were interested in the protest.
• The protesters and volunteers. It was important to show their part in
the protest as they were the crucial visual.
• From different angles. By filming from different angles it gave
different persepective.
• From around the perimeter so as to get the full view of the ‘die-in’.

7. Our Website
• We chose the minimalistic design so we could add the eye-catching
photo at the top in order to instantaneously grab the readers
attention. We felt that the photo we used on the main page was
visually interesting.
• We separated the website into different multimedia sections: audio,
video, interview, photo, article and a contact/about us page.
• We had a sidebar that contained our twitter feed and our Instagram
feed.
• We gained a lot of twitter followers, retweets, favourites, responses
and PETA UK followed us. Instagram gained a lot of traffic and likes
after the protest. However we had more favourites than we did
followers.
• Our biggest tweet had 68 retweets and 72 favourites.
• The vines that we took ended up getting over 100 views overall.

8. Ellie Morgan
Multimedia:
• Vines – the protesters, the blood being added and finally, the
round of applause concluding the protest.
• Photos
• Ran Instagram page – important to have a means of gaining
traffic and allowing people to see the photos e.g through the
use of hashtags.
• Interviews through Audioboom – passerbys and protesters
• Short article with photos (First Assignment for First Year
Journos)

9. Zara Woodcock
Multimedia:
• Vine – 6 second video allowed a snapshot of the protest.
• Photos – showed a range of images. It was important to
show all aspects of the protest and the people involved.
• Interview with PETA representative and passer-by as this
allowed us to highlight people’s feelings about PETA,
whether they disagreed or not.
• Some live-tweeting which added to the success of our
twitter feed.
• Thinglink

10. Emlyn Travis
Multimedia:
• Created and designed the website
• Photos
• Live-tweeting- It was important that we had a live Twitter
feed, as it allowed us to gain traffic.
• General article and the ‘trolling’ article. The Twitter page had
a lot of responses, some negative and some positive.
• Photos of those interviewed – important to see who is being
interviewed.
• Interviews with representatives and protesters

11. Assignment
• Overall, there were little to no issues with the assignment as we were
lucky enough to avoid the problem of lack of protesters or problems
with transport.
• As for the website, we had some issue with embedding and deciding
what multimedia was the best for our website.
3 things that went well:
o Team work – easy to talk to and communicate with. We were able to ask
eachother for help (swapping questions on the train up!)
o Interviews went well with not many reluctant people
o Chose a website that was easy to work with i.e. wordpress is hard to use
embed.
3 things that were difficult:
o Learning how to embed properly
o Not repeating ourselves with photos/videos on the website
o Making sure that we didn’t make our website sound like a pro-PETA
website. It was difficult making sure that we avoided this, but we tried
our best to give a neutral overview.

12. 3 things we could improve on:
o Learning how to use online multimedia and tools. There was some
difficulty as some of the multimedia we had never used before. We
need to make sure that we are more confident with the apps.
o More specific questions in interviews. We were nervous asking
strangers, and were very conscious that we shouldn’t repeat ourselves.
o Confidence in approaching people. We needed to make sure we were
more assertive in asking people, and made sure we were clear on what
we were asking who.
3 things we have learnt from this assignment:
o Learning new technological skills e.g. how to use specific websites
o How to stay neutral in these environments (valuing others’ opinions)
o Become more confident in this particular area of journalism.
What skills do you need to learn/improve on producing a more successful
multimedia website:
o Use of different links onto the website e.g. timeline js etc.
o Format and style of the website to attract wider reader base
o More interactive links