Social action and community media part 1

Social Action and Community
Media
Existing Product Research

Case Study: Humane Society of Missouri
Purpose:
The Humane Society of Missouri is an organization
that helps prevent any kind of animal cruelty.
The company is dedicated to giving abused animals a
second chance at giving them the life that they deserve
no matter what condition they arrived in. They help
make the animals healthy again, with lots of special
care and attention, until a loving person looking for a
dog will come and take them home. For example, if an
animal came in from starvation, they would feed the
animal small amounts on a daily basis so that their
stomach would expand slowly and make them gain
enough weight to become healthy again. Another
example would be if they came in from broken bones
they would put a pot on them where ever the break is
and keep them in a special care unit until they are
healthy enough to be sharing a kennel with other
dogs/cats.
To make sure that the dogs don’t go to another
abusive home they will do a number of checks on the
family, whether they have had other animals before and
why they haven’t got them anymore, how much time
they have to care for the animals, and once they have
done this kind of check they will often go to the people’s
house that are wanting to adopt a pet and check that
everything will be safe for them (no loose wires or
anything that will put them in danger) and they will also
check that the house and garden is big enough for the
pet they’d like to adopt.
They encourage people to get animals out of
danger, no matter what time because as stated in the
poster they are open 24 hours, 365 days a year.
2Creative Media Production 2012

Aims:
Once the animals have come in at their worst there
biggest aim is to make them healthy enough to have a
loving companion at a happy and forever home.
Before any of the animals in Humane Society of
Missouri get re-homed, they put the animals on a
programme that is educational for them. For
example, they will give the dogs and cats house
training, for obvious reasons (no urinating etc. in the
house) they will teach them the typical things like
sitting and laying down, by doing all of this it should
give them more confidence and feel as if they will be
able to trust and love their new owner again, though
some may need more attention to get them used to
being around different people again.
Another one of their aims which is quite obvious is to
try and stop animal cruelty altogether, to do this they
have a phone line that is open 24/7 where you can ring
and tell them of people that they know are/may be
abusing their pet.

Techniques:
The techniques that have been used in this advert are really strong because they have
made the poster for local/national change, to change attitudes, and to raise awareness.
To make a local/national change they have put the poster out to the public for everyone to
see, this has given a mass audience to the company, hopefully by putting this poster out to
people try and get them to call in and end the animal abuse, just from first glance you can
tell what the poster is or may be about because of the animal on the front of the page and
most of the image being black and white, which makes the image seem quite sad and
down, but the way that they have used red writing over the top of the image represents
danger and it might make people more intrigued to look at it, so this will make people wary
of what the poster is about.
This advert may also change people attitudes towards animal cruelty, by having ‘SPEAK
OUT FOR THEM BECAUSE THEY CAN’T’ might make people stop and think about what is
going on and how they obviously can’t tell anyone, and it might make people be confident
and phone in if they do know of something that is going on rather than trying to keep it
secret because they are scared of what might happen if they tell them, because if they
wanted they could phone in anonymously.
People don’t often think of things that could be happening to animals and they often forget
about it, but by putting this poster out to the public it will remind people of what could be
going on behind closed doors and make people want to do something to help the animals
that could be in danger, this will raise the publics awareness of real life situations.

Case: The Humane Society of Missouri
Purpose:
Because this is the Humane Society of Missouri the
purpose for the company is the same thing, to help
protect animals against abuse from their owners/other
people because they can’t speak out for themselves,
they try and get people to speak out for the pet’s so that
they don’t have to be in fear and anymore pain.
Once they receive a call from someone with a
destination of where a pet will be being abused they will
go and look at the house, the owner, and the pet itself to
see what condition everything is in and keep going and
checking on the pet, if they are unhappy with the
environment they are being kept in and the company
they have the dog will be taken away and kept wit the
Humane Society of Missouri until the are ready to be re-
homed again.
In this poster they are encouraging people to call up if
they know that something is going on no matter what
time because as stated in the poster they are open 24
hours everyday, 365 days a week, because they want
animal cruelty to stop altogether.

Aims:
The aim for this company is to get as many pets as
possible out of abusive and violent homes, by
eventually trying to stop pet/animal abuse altogether.
Another aim of this company is to get the pets fit and
healthy again so that they can go to a loving home, for
example, if I pet where to come in with burns they
would treat the pet for burns until they are all healed
again they would then put them in to a special care unit
until they are healed again so that they don’t get any
infections from interacting with other animals in the
process.
Once every animal is fit enough to be out and about
and to be re-homed, they will put them on a training
course, teaching them how to give their paw when
receiving a treat, how to lay down, and other useful
house training methods.

Techniques:
The techniques that they have used in this advertisement will have raised
local/national change, because they have put this poster out to the public, which Is a
mass media, it will enable lots of people to see it, and because this poster is quite
upsetting from the way that they have the dog behind bars, looking as if there in jail,
making people think that their life was like a prison, which will make people aware of
what could be happening to them.
This poster will have also raised awareness, by this being a big image it would be the
first thing that people would notice, and from the colours of the picture you can tell that
the advertisement is going to be upsetting. And by the words ‘SPEAK OUT FOR THEM
BECAUSE THEY CAN’T’ will give them a clearer incite to what the advert is going to be
about, which could make people swing two ways, it could make them not want to read
the article because they might get upset, or it might make people want to read on and
help.
When people see this poster their attitudes will change as well because of the kind of
advert it is, and by having on the right hand corner the number of the company and
towards the bottom of the page ‘Open 24 hours a day, 365 days a year’ it will give them
the confidence to phone in if they do think that something is going on or know that
something is.

Impact:
The purpose of the Humane Society of Missouri poster is to make people aware of
animal cruelty and what could be happening to them behind closed doors, the poster
has been designed to make people stop and think about what they might be going
through to try and influence people to help them, because they can only defend
themselves so much and there isn’t any way of the animals telling people what is
happening to them because in most cases the animals that have been abused are
hidden away so that the abuser doesn’t get caught in the act and go to jail, just like the
poster says ‘Speak out for them because they can’t’.
Another impact of this poster is to make the abuse of animals become more and more
reduce as time progresses, because animal deserves to be put through pain for no
reason. So by this poster being put out to the nation it will hopefully push people to
protect the animals.
The purpose of the second Humane Society of Missouri poster is to again make
people aware of what pets may be going through and will in a way force them to want to
phone in and help change their life and get them to a healthy lifestyle again with loving
owners and get the criminals behind bars, and by getting them behind bars this will
make sure that they don’t get another pet and do the same to them.

Comparing and Contrasting:
These two images are promoting the same thing as they are the same company, which will make them quite similar, but one
of the posters doesn’t look as professional as the other, which I think is the left, I think this because of the way the poster has
been put together, to me it looks like a trial run poster, whereas the one on the right looks more professional in the way that it
has been put together and because of the way the colours have been used.
The left image looks like an armature has designed it because of the way it looks like it has quite a lot of grain in it, this could
be because of the contrast being too low, or they could have done it like this on purpose to make it look more disturbing.
With the text being overlaid on the photo It makes the image seem a little distorted and a bit difficult to see properly. I think
that they should have done it how they did on the right hand side poster because you can see everything clearly and it makes
it easier for the audience.
This poster is about animal abuse, so you would expect to see a pet that looks quite sad and scared, but to me it looks like
its quite happy, though the dog does look quite skinny.
The right hand image looks really professional because of the way that it has been set out with everything neatly placed, by
having all the text to the right of the poster is enables the audience to be able to see the picture clearly unlike the other poster
where the text is over the top of the writing.
In this poster they have used a high quality image which again helps it to look more professional, which will help them as a
business as people will know they are taking the subject seriously.
By having a dulled down image it makes the poster seem more intense and scary, like the real life thing.
By having the words ‘SPEAK OUT FOR THEM BECAUSE THEY CAN’T’ will make the audience feel as if the poster is
telling them too rather than asking them too, which will help influence people because by telling them to speak out for them will
make them think or feel like nobody is so then they will have to put a stop to this chaos.

Case: Behealthygroup
Purpose:
The purpose of this poster is to make people not want to
take any sort of drugs by showing what you would look like if
you don’t take them, being all happy and vibrant, then what
you will look like if you do, all grey and deformed, by doing
this it will hopefully put people off taking drugs so that they
lead a better and healthier life.
This photo has been split in half to two different images of
the paths you could chose to take to raise awareness.
By having a picture of a needle going straight down the
middle of the image it will tell people what the advertisement
is about before reading anything, its encouraging people to
not take the wrong path and tempt death with drugs.
This company focus’ on telling people what will happen to
them if they take drugs and on the website they also give a
list of drugs and the consequences of what they do to you if
you take them long term.
The company also gives a list of the symptoms of
addiction so that you can do something about it before your
too late.

Aims:
The aim for this poster is to show people what they look
like if they take the path to drugs, which will put people off
because the picture on the right isn’t something they want
to look like.
They want to try and help people to chose the right life
and not go down the wrong tracks because once you’ve
chose drugs it will be a long and hard struggle to get off
them again.
This company also offers a course for you to get
yourself back on track with your life and on the way to
recovery as fast as possible.

Techniques:
This company has used public awareness in this poster because they want people to be
able to see what they will look like when they take drugs on a long term which will make
people not want to take any sort of drugs even more because nobody wants to look like the
photo does, they have also used this image to try and shock people.
The photograph also has a syringe in the middle of it splitting the girl in to two, this is
making people change their attitude on drugs because it should put people off seeing how
big the needle is and again because of the picture, this poster will also raise awareness as
well because it says at the bottom ‘Drugs can lead to a slow and painful death’ which will
give people the interpretation that they are going to die slowly and painfully after trying to
take drugs only once.
This company has used national change, they are making a mass audience aware of what
will happen to them if they take drugs by the picture on the poster.
Although this poster is minimalistic, its gets straight to the point so that people know what
the poster is going to be about.

Impact:
This poster will have a really strong impact on everyone that sees the poster because it
will make them realise what will happen to them if they take drugs, and it will influence them
to help others to get off hem weather it be friends or for themselves.
The photograph that they have used should also shock people as well from what the girl
looked like before she did drugs and what she looks like after she has done then.
By people seeing that drugs will make you change and from reading the bottom part
‘Drugs can lead to a slow and painful death, don’t start in the first place’ should make
people come together to stop drug use and addiction. They have got straight to the point so
that the audience know how important it is to not take drugs/to get off drugs.

Case: U.S Department of Health and Human Services
Purpose:
The purpose of the U.S Department of Health and Human
Services is to offer people help to get off drugs when they
cant themselves or just need that nudge.
This company works with a few different organizations to
help people get the help that they need quickly, via human
health agencies and human services, they have over 300
programmes covering different activities and a range of
different treatment almost nation wide. For example if
someone came in with some sort of addiction they would
keep them bus for the full time so that they didn’t have
chance to think of needing the drug that they are addicted
too, some may become violent in the process because they
are angry that they cant have the drug which will mean that
they are then placed in a room by their self for a few hours
until they are calmed down and so on until they are
rehabilitated.

Case: U.S Department of Health and Human Services.
Aims:
The aim for this group is to get people off drugs and give
people the happy and healthy life that they deserve so that
they can lead a normal life drug free.
They aim to get people off drugs, realise that its harming
them and call in asking for help by putting their number at the
bottom of the poster, they have also given a list of the drugs in
slang that people might offer them so that they hopefully know
to say no.

Case: U.S Department of Health and Human Services.
Techniques:
This poster has been used for global change, awareness, change in attitude, and
to provide information.
Global change has been used on this poster by it being put out to the public of
America for people to see, which is one of the main places where drug addiction
arises. By putting this poster out to them by offering help this would persuade people
to change their mind and think about what they are doing and get help.
This advertisement is also raising awareness, it shows in the picture what the pills
look like and it also has the names written of what they may be offered in slang, by
doing this it will make people aware of what they will be faced with and know what to
do with the situation.
This will also change people attitude and provide information, to do this they have
used a colour overlay of red, which normally represents danger so this will let people
know that drugs are very dangerous. ‘It’s to die for’ Is also written along the top of
the poster, which will tell people that drugs can kill you which would give them even
more reason to say no if they are offered them and more reason to get help and get
off the drugs if they are already on them, so by giving them this information it should
make them change their mind on the situation.

Case: Behealthygroup and U.S Department of Health
and Human Services
Impact:
The impact of the first poster is quite strong because it shows people that they look
like on drugs, with the flushed out grey skin tone, lazy eyes and a slanted mouth and
what they look like without, happy, full of colour and without a distorted/disfigured
face, which would make people not want to take them because they shouldn’t want to
look like the right hand photo.
The syringe in the photo is quite disturbing because of the way that its on the girls
face.
The impact of the red poster is quite vigorous because of the way that the pills/drugs
look as if they are being handed to the audience as if they are being offered to
them, and by saying that they are ‘to die for’ would make people want to try them to see
what they are like but if you were smart enough you would say no and that’s what this
poster is trying to do, its trying to influence people to say no to drugs.

Case: Behealthygroup and U.S Health and Human
Services.
Comparing and contrasting:
I think that the photo on the top of the page is quite interesting because it shows what the girl
looks like before and after drugs, which may bring home to people what the smallest thing it can do
to you is.
This poster is minimalistic and boring at the same time because there isn’t much too it, there isn’t
really any colour to break up the text and the image which makes them blend in together a
bit, which gets boring to look at after a while, though what I find interesting about the text is the fact
that they have used black and bold writing to make it stand out from the rest of the poster.
The poster on the right only looks as if it fits one genre, teenagers, this is because of the text on
the poster which looks like graffiti and as if it’s been done by a teenager, which is ok because it
might be the target audience that they are going for but it would make it better if It had a more
simple writing.
‘Because you only die once!’ will make or should make people realise that once they die there isn’t
any coming back, you can undo what’s happened, so this should make people stop taking drugs
and get the help that they need.
Overall I think that these posters are ok but I think that they could be better because there isn’t
much too them and I don’t think that they look very professional.

Social action and community media part 1

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