2. Case Study: Smokefree NHS
2Creative Media Production 2012
Background: Smokefree is a
campaign by the National Health
Service to convince people to quit
smoking and to help people who are
trying to quit. It is a well known
campaign that has helped many
people quit smoking in the UK.
Purpose: I would identify the
primary purposes of Smokefree
NHS is to bring about national
change to the attitudes towards
smoking, to raise awareness of the
health implications of smoking and
to build relationships with subjects
who are trying to quit.
Aims: To save money in the NHS
by stopping people from smoking
meaning that there are less smoking
related health issues each year.
The purposes that can be applied to smoke
free are:
• To bring about local, national or global
change
• To change attitudes
• To raise awareness
• To provide information
• To campaign
• To build relationships with subjects
3. 3Creative Media Production 2012
Case Study: Smokefree NHS
Techniques:
Online: Smokefree have a good
website that helps people learn
about why they should quit
smoking.
Quit Kit: Quit Kit is a kit that
Public Health England send out
in the post for people who have
signed up online to Smokefree.
Social Media: Smokefree is very
active on social media such as
Facebook, Twitter and YouTube.
They use video advertisements
on YouTube to try and persuade
more people to quite.
TV: Smokefree also use a lot of
video adverts on TV. These are
often quite morbid and show the
real health effects associated
with smoking.
4. Impact:
It’s hard to judge the impact of the Smokefree
NHS campaign as smoking is such as
widespread thing globally. On their website,
Smokefree have a large number of success
stories about people quitting smoking and how it
has changed their life.
• Smokefree is a campaign by the National
Health Service which means it is the official
campaign surrounding smoking in the UK. It is
likely that it has helped many thousands of
people attempt to stop smoking.
4Creative Media Production 2012
Case Study: Smokefree NHS
5. Case Study: Talk To Frank
5
Background: Talk To Frank is a drug
awareness campaign in the UK. They
provide extensive information into the
effects of all kinds of drugs from
stimulants to legal highs. They
primarily use TV and social media
such as Facebook and Youtube to
connect with their audience.
Purpose: The purpose of this
campaign is to raise awareness of the
effects of drugs and to change
attitudes of people that feel pressured
into taking drugs. Talk To Frank also
offer ‘contact Frank’ which offers
support to drug users including a live
chat and a 24 hour advice line.
Aims: The aim is to reduce the
amount of illegal drugs that are being
sold and used in the UK.
The purposes that can be applied to Talk To
Frank are:
• To bring about local, national or global
change
• To raise awareness
• To create access to media production for
non-traditional groups
• To challenge dominant representations and
agendas
• To provide information
• To build relationships with subjects
6. 6Creative Media Production 2012
Case Study: Talk To Frank
Techniques:
Social Media: Talk To Frank are on all
forms of social media. On their Youtube
account, they have videos detailing the
effects that drugs have on your brain
and your body. They have over
1,000,000 views in total.
Advertisement: Talk To Frank run an
extensive advertisement campaign that
are often on at popular times of TV.
They are impactful and hard-hitting, and
often tug on the emotions of the
audience as well as raising the
awareness of particular drugs/legal
highs.
Promotion: Talk To Frank are often
promoting their call/chat line which
anyone can call and advises about the
effects of drugs and offers a support
network to quitting them.
7. Impact: Similar to Smokefree NHS, there is
no solid evidence or data to reveal that Talk To
Frank has had a significant impact in helping
people with drug addiction. However, based
on their advertisement campaigns and the fact
that it is a wide-spread issue in the UK
(around 2.7 million people aged 16-59 had
taken a drug in the last year), it is very likely
that Talk To Frank have helped a number of
people in drug addiction. This can be justified
in the success stories part of their website.
7Creative Media Production 2012
Case Study: Talk To Frank
8. Case Study: Salvation Army Homelessness
8Creative Media Production 2012
Background: Salvation Army are a
Christian church and charity that do work
to help and prevent homelessness,
poverty and modern slavery.
Purpose: Their purpose is to help the
people that are in need or people at the
bottom of society that face daily struggles
of living. The people that our government
leaves out and doesn’t care about.
Their primary purposes outside of
homelessness are: “the advancement of
the Christian religion, of education, the
relief of poverty, and other charitable
objects beneficial to society or the
community of mankind as a whole.
Aims:
• To break the cycle of homelessness.
• To support people who have suffered
issues such as human trafficking,
domestic abuse or poverty.
• “Save souls, grow saints and serve
suffering humanity”
Purposes that can be applied to
Salvation Army are:
• To bring about local, national or global
change
• To change attitudes
• To create or strengthen community
• To campaign
• To build relationships with subjects
9. 9Creative Media Production 2012
Case Study: Salvation Army Homelessness
Techniques:
The religious side of things:
Above all else, The Salvation Army are a
church and religious organisation and so
indoctrinate the sheep incapable or unable
to think critically to join their cause. This is
how they have a membership of 1,150,666.
Charity work:
The Salvation army do lots of charity work
such as charity shops, operating shelters
for the homeless and disaster
relief/humanitarian aid to developing
countries.
Support networks:
Salvation Army offers help and support for
many victims of social issues. They provide
practical assistance and access to
psychological, medical and legal services
where needed.
Safehouses:
They offer a safe and supportive
environments for those in need to begin to
heal or recover.
10. Impact: Because of the elusive and
unmonitored nature of homelessness, it is
very hard to measure how much of an impact
the Salvation Army Homelessness campaign
has had.
It can be said for certain that in particular
cases and in lots of cities across the UK, the
Salvation Army has helped homeless people
have shelter, get a warm meal and get back
into normal life with a stable home and job.
To the side and below are some general
graphs that lead to and measure the extent
of homelessness.
10Creative Media Production 2012
Case Study: Salvation Army Homelessness
11. Case Study: 2015 Conservative Campaign
11Creative Media Production 2012
Background: After 5 years in power with a
coalition with the Lib-Dems since 2010, the
blood-sucking conservatives needed to get
back into power so that they could continue
to dismantle society and serve themselves.
This campaign was led by prime minister
David Cameron. The Conservatives won a
majority of seats in the Commons and
formed a single-party government.
In march 2017, the party was fined
£70,000, the largest fine of this sort in
British political history, after an Electoral
Commission investigation found “significant
failures” by the party to report its 2015
General Election campaign spending.
Purpose: The primary purpose of this
material is to try to convince people to vote
conservative in order to obtain a majority
vote in the First Past The Post (FPTP)
system.
Purposes that can be applied to 2015
Conservative Campaign are:
• To change attitudes
• To bring about national change
• To raise awareness
• To provide information
• To campaign
• To change voting behavior
• To build relationships with subjects
12. 12
Case Study: 2015 Conservative Campaign
Techniques:
• Propaganda and advertisement: Political parties use a range of media and
internet to get their print-posters/leaflets out there. Mediums include social
media sites such as Facebook and Twitter, video manifesto adverts on TV,
billboards, touring vehicle adverts etc. This means that their message is
widespread and gets press coverage.
• Door knocking: local conservative candidates will go around knocking on
people’s doors and getting people’s votes.
• They also held conferences for the public that outlined the policies for their
manifesto and their promises if they are elected.
• Public speeches: Numerous Conservative figures such as David Cameron,
George Osbourne and Theresa May did public speeches in major cities in the
UK to try and gain publicity and get votes.
13. 13
Case Study: 2015 Conservative Campaign
Impacts:
• The Conservative content of the
2015 campaign election had to
have some level of effectiveness
as they were voted into
government for another 5 years.
This also could be down to a lack
of effectiveness by the opposition.
• There was also a lot of backlash
and parodies of the conservative
material. The policies and claims
that were made were criticised by
opposing parties and by press
such as the posters to the right,
that went viral on social media.
The liberal democrats also use
this particular poster to their
advantage and criticised the
policies.
• The photograph that’s used in the
background was also revealed to
be a German road in Weimar,
Central Germany taken by
Alexander Burzik (original to the
right).
14. Case Study: A Smile For A Child
14Creative Media Production 2012
Background: The charity was founded
by Chris Read after he was made
redundant and runs the charity on a part-
time basis, his drive and enthusiasm has
driven the charity forward with the help of
the Read family to start and later with
help from many of their many friends.
The charity relies on volunteer collectors
to support this great work, without them
the charity could not have helped so
many children.
Purpose: The charity is a small grant
giving charity, that helps disabled and
disadvantaged children in the UK to
participate and progress in sport. This is
done via mainly small grants to help buy
much needed equipment.
Aims: To help disabled and
disadvantaged children participate in
sports.
Purposes that can be applied to A Smile
For A Child are:
• To bring about local change
• To change attitudes
• To raise awareness
• To campaign
• To create or strengthen community
ties
• To infiltrate mainstream media
• To build relationships with subjects
http://www.asmileforachild.org
15. 15Creative Media Production 2012
Case Study: A Smile For A Child
Techniques: A Smile For A Child have a range of
techniques they use both to gain support from the
public and to help children.
• Their main technique to get people involved in
their campaign is to fundraise through events
such as the Great North Run and a series of
walks/sporting events. They get people to sign up
and have other people sponsor them to raise
money for A Smile For A Child as they rely solely
on donations and volunteers.
• Social media: A Smile For A Child are on social
media such as Facebook and Twitter, which helps
them promote the awareness of their events. This
might encourage people to sign up and volunteer
and encourages the sharing of events.
16. Impact:
http://www.yorkpress.co.uk/news/1472
8415.Success_for_wheelchair_appeal/
A Smile For A Child has partially
succeeded to get coverage in the
mainstream news. This means that
they will get more support for their
charity as their cause has been
publicised. This completes the
objective to infiltrate mainstream
media.
A Smile For A Child website has a
section called ‘Children Helped’ in
which they have stories and images of
the children they have given help and
support to.
16Creative Media Production 2012
Case Study: A Smile For A Child
