2. Case Study: Think Before You Speak
Purpose:
To change attitudes.
To campaign.
To create or strengthen
communities
Aims:
The aim of this campaign is to
stop the use of negative
language against
lesbian, gay, bisexual and
transgender people (LGBT). They
aim to create a safer and more
comfortable environment for
LGBT students, as figures show
that frequent harassment towards
them occur at school and college.
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3. Techniques:
This advert uses a black and white image behind blocky
yellow text. This is very eye-catching, while it also makes the
text easy to read. The black and white image gives off a more
serious impression than a colour image would. The copy is
written in a straight forward manner which is easy for the
majority of audiences to read and understand. The black box
in the bottom right hand corner has short and snappy
sentences along with two of them being questions, which
makes the reader think and this is also including the reader or
“you”. The large yellow font is blocky and all in capitals which
draws the readers attention and it is easier to read that the
white text in the black box. This piece of text looks more
handwritten, as if one of the victims of this LGBT bullying is
writing directly to you. The image in the background shows a
male student who is likely to be a victim of this kind of
harassment, who could have had the phrase “that’s so gay”
said to him. The quote written over the top of the image could
apply to him, as an experience of his own, which makes this
aspect of the advert more personal.
3Creative Media Production 2012
Case Study: Think Before You Speak
4. Impact: A recent survey conducted by the council shows that there is a
large difference in attitudes and behaviours towards the use of offensive
LGBT slurs.
4Creative Media Production 2012
Case Study: Think Before You Speak
5. Case Study: Respect For Animals
Purpose:
To campaign.
To change attitudes.
To raise awareness.
To infiltrate mainstream media.
Aims:
This campaign aims to persuade
the public not to buy fur for
legislation in order to make the
selling of fur illegal. They are here
to give voices to the poor animals
who are slaughtered for their
beautiful fur.
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6. Techniques:
This advert uses black, white and greyscale for everything.
The only part of the advert that is in colour is the logo for the
campaign. The image is meant to look professional and looks
like it would be used in a fashion magazine until you notice
what is round the woman’s shoulders. The dead, skinned dog
is a horrifying sight and looks incredibly out of place, given the
nature of the rest of the shot. This image gives you a crude
taste of the reality behind the manufacturing of fur clothing.
The text on the advert shows a difference in size from top to
bottom. This is how it draws you in. By having a larger piece
of text at the top it catches your eye and you begin reading.
The text gets smaller the further down the advert you
read, and finally in the smallest type there is the information
for the campaign. The quote at the top “One fur hat. Two
spoilt bitches.” refers to how the dog has been used to make
the fur hat the woman is wearing, and suggests that the
woman is a “spoilt bitch” for owning a fur hat. The other “spoilt
bitch” would be the dog, because it has had to be put through
such cruelty just for the fur on it’s back.
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Case Study: Respect For Animals
7. Impact: Respect For Animals had a good record of achievement and they
have secured a ban on fur factory farming all over the UK. They have also
been at the forefront of the consumer campaign in the UK which has led to
the closure of the majority of fur outlets.
7Creative Media Production 2012
Case Study: Respect For Animals
8. Case Study: Smoke Free
Purpose:
To change attitudes.
To raise awareness.
To campaign.
To infiltrate mainstream media.
Aims:
This campaign helps people who
would like to quit smoking. Their
website has lots of information that
you can access and can get you
on your way to a smoke-free life.
They give professional assistance
which can support you and deal
with your immediate and long-term
needs while you are quitting.
8Creative Media Production 2012
9. Techniques:
This advert in generally quite gruesome and shocking.
Anyone who wasn’t educated on the different types of cancer
wouldn’t know what a stoma is. “A TIP FROM A FORMER
SMOKER” is what brings the whole advert together because
the majority of the advert is linked to the man in the image.
Having a picture of Shawn and a quote from him makes it
more personal, and underneath the quote it tells you a little bit
about him. It’s like he is giving you an insight into his
experience with smoking, and the problems it caused him.
“BE CAREFUL NOT TO CUT YOUR STOMA.” is almost like
that is what he tells himself regularly whilst shaving, and that
he is giving advice to other people, or even warning them that
if they continue smoking this is what could happen to them.
The quote is in a bold white text, all in capitals, and it has a
small drop shadow to it as well. This means that it is the first
thing you see and read when you look at the poster, and most
likely the thing that caught your eye. The writing underneath
the quote is smaller and less in-your-face, but it is still easy to
read. Right at the bottom there is information about the
campaign with a number and website. 9Creative Media Production 2012
Case Study: Smoke Free
11. Case Study: NVEEE (Bullying)
Purpose:
To campaign.
To bring local, national, or global
change.
To change attitudes.
To raise awareness.
Aims:
This campaign aims to prevent
bullying and suicide among
youths, as well as families and
communities through direct
service, mentoring and prevention
education.
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12. Techniques:
This advert uses an image of a girl stood to the side of the
frame. The girl’s right eye is bruised and sore, and over it are
comments that have been made about her. The text over her
eye has been placed in such a way that they are in the same
shape as the bruising. Looking at the advert from a
distance, the colour and shape of the words actually makes her
eye look more bruised and it is hard to tell that there is text
covering her eye. The text also links to the bruising which is, in
reality, not actually hurting her physically, but mentally. The
hurtful comments are bruising her mentally. Although there are
no quotation marks, you are led to believe that the text on this
advert are things that the girl has said about her experience of
bullying. The font used is a simple sans serif font with some of
the words in the piece of text on the top right being bigger than
the others, obviously meaning for them to stand out the most
and highlight the main points in the sentence. The text in the
bottom right corner tells of the girl’s own experience and makes
it seem more like she is telling you her story. This poster
doesn’t have much colour, being the serious and saddening
subject that it is advertising. 12Creative Media Production 2012
Case Study: NVEEE (Bullying)
14. Case Study: Trans Respect (Office of Human Rights)
Purpose:
To campaign.
To change attitudes.
To raise awareness.
To create or strengthen
communities.
Aims:
This organisation is responsible for
upholding the rights of
residents, workers, and visitors of
the nation’s capital. It has updated
the rules and regulations of the
city for human rights enforcement.
The organisation has also
conducted a wide variety of
awareness campaigns and
educational projects.
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15. Techniques:
This advert is quite simple and more formal in the way it is
presented. The pieces of text on the advert vary in size, but unlike
the other adverts I have written about, the size of the text does not
decrease the further you get down the page. The main block of
text that you notice first is obviously the biggest. The key point of
that piece of text is typed in bold and in a different colour than the
rest, making it match the banner along the bottom and also the
colour of the woman’s top. The quote at the very top of the advert
is written in a serif font, making it clear that it is something the
person is saying, and a separate part of the advert. Given the
layout, style and presentation of this poster it seems to be aimed
more at adults and people who are better at understanding
formal, sophisticated type. The woman in the image looks happy
and friendly, and makes you feel like you would like to get to know
her as a person, along with the small quote of what she likes to do
in her free time. Closer to the bottom of the advert there is the
normal information for the organisation, including other ways to
get involved or gain more information on equal rights through
social networking, showing that this organisation is making itself
more accessible. 15Creative Media Production 2012
Case Study: Trans Respect (Office of Human Rights)
16. Impact:
Not only does this organisation provide a variety of awareness campaigns
to educate people further, but they also created posters to advise
customers about their rights in different areas including public
accommodations, housing, employment, and education. Any employers
are required by law to display specific employment-related posters in
locations which are accessible to their employees.
16Creative Media Production 2012
Case Study: Trans Respect (Office of Human Rights)
17. Case Study: Blue Apple Theatre
Purpose:
Infiltrate mainstream media.
To raise awareness.
Create access to media for non-
traditional groups
(disability, ethnicity, social).
Aims:
This organisation aims to
challenge prejudice and raise the
ceiling of expectation for adults
with learning disabilities. They are
particularly interested in the
relationship between arts and
health.
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18. Techniques: http://www.blueappletheatre.hampshire.org.uk/
This website is quite simple and doesn’t use many colours, but
it is also very easy to navigate around. The home page is useful
in showing important links and information in the three columns.
In the left column there are various awards that the organisation
has gained and some ways in which to get involved with them.
Throughout the website there is only the use of sans serif
fonts, and the main body font appears to be Arial. Having the
body font as Arial, along with the other fonts also being sans
serif, means that the type is easy to read and clearer than if
they had of used serif fonts instead. They may well have done
this because of the audience they are targeting their
organisation at. Some people with learning difficulties might not
be able to read serif fonts as well as sans serif. The two images
along the side give you an insight of the productions Blue Apple
have done. The blue banner at the top of the website shows the
logo of the organisation and also gives you a clear description
of what Blue Apple is about just under their name.
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Case Study: Blue Apple Theatre
19. Impact:
Blue Apple have workshops and other programmes that can help build
confidence and provide as a good communication tool for building
relationships.
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Creative Media Production 2012
Case Study: Blue Apple Theatre
20. Case Study: Year For Change (Conservative)
Purpose:
To change voting behaviour.
To campaign.
To bring local and national
change.
To challenge dominant
representations/agendas.
To infiltrate mainstream media.
Aims:
This advert is trying to get you to
vote for David Cameron and the
conservatives.
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21. Techniques:
This advert uses only two short and simple sentences to get
the message across. They use a sans serif font which is
blue, to match the colour of the conservatives. The sans serif
makes the text easy to read so that you can see it and read it
quickly, giving the message a faster way of getting across to
the audience. The blue of the text shows support to the
conservative party, which is who the advert is representing.
There is an image of David Cameron on the left side of the
advert, which makes it clear who is in charge of this
campaign. The background of the advert is blurred, which
focuses your attention on the text and the image of David.
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Case Study: Year For Change (Conservative)
