1. Social Action and Community
Media Production Evaluation
Bekki Asquith

2. Is your advertising campaign fit for
purpose and why?
•
•
•
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The general aim of the existing SASH products are to inform people of the services that they provide and
the help that they give to homeless people between the ages of 16-24. The purpose of my advertising
campaign was to educate people about and make them aware of SASH as an organisation. It was also to
advertise the services that they offer such as Nightstop, which is the subject of my leaflet.
I think that my posters make people aware of the fact that homelessness is not just about the people that
you see living on the streets; In reality, it can happen to anyone and at anytime. The statistics that I have
included on my posters such as ‘Over 50% of young homeless people report that their parents told them
to leave or knew they were leaving and didn’t care’ on the ‘Hannah poster’. I think that this feature makes
people aware of situations that they wouldn’t otherwise know or even think about involving the issue of
homelessness. Also, I think that I have made people aware of the work that SASH do as an organisation
because of my leaflet contains lots of information about the Nightstop service, educating people about
where they can go if they are stuck for somewhere to sleep on a night. It also educates people about what
SASH do to help homeless people, so that they might relate to the cause and maybe donate to the charity
or volunteer in some way.
I think that my campaign is entirely fit for its purpose because it contains relevant and accurate
information to make people aware of the charity, its aim and what it does. It also tells people how they
can get involved and find out more information, which could lead to either donations or additional
support. My posters and my leaflet match the purpose and aim of existing SASH products, therefore I think
that they fulfill their purpose.
The only thing I would say my campaign does not do is clearly and directly advertise for volunteers for
SASH. This is a main aim of SASH as an organisation and I think is a big part of what they are advertising
themselves for. Unfortunately, none of my products directly advertise for volunteers because I have
focused on making them about other issues e.g. trying to show that homelessness can happen to anyone
at any time, and also advertising the Nightstop service.

3. My Nightstop leaflet contains near
enough the same headings as the
existing SASH Nightstop leaflet. I have
used their ideas and information to
create my leaflet, I have just changed
the layout and livened it up a bit.
The fact that I have kept the headings
ad the general information the same
means that the leaflet it fit for
purpose because it is very similar to
the original which fulfilled its
purpose.
Existing SASH Nightstop leaflet (outside)

4. My headings for the pages here are the
same as the original existing SASH
leaflet. I have however changed the
information.
I think that the inside of the original
leaflet looked a bit boring and there was
quite a lot of clear white space that
could have been used to add more
information to the leaflet.
Existing SASH Nightstop leaflet (inside)
I think that the font used in the original
leaflet makes the headings stand out
more . I like the font that I have used for
my headings however, looking at it now
and comparing it with the existing one, I
think that I could have used one that
stood out more and grabbed attention.

5. Does you campaign communicate your
message clearly and why?
•
•
The message that I wanted to communicate through my posters was
that anyone can become homeless at anytime, and that we should be
aware of this. It was also to try and erase the negative stereotype that
homeless people seem to have; some people are homeless simply
because their monthly wage does not allow them to pay their rent, not
because they are alcoholics or on drugs and ruining their lives. With
my leaflet, I wanted to tell the reader/audience about the Nightstop
service that SASH offer to 16-24 year olds if they are struggling to find
somewhere to sleep for a night. I wanted to show that it is a safe
service put in place purely help homeless people of this age and
provide them with help and support that they need in these kinds of
situations.
I think that my posters do put across the message and the fact that
homelessness can happen to anyone by the images that I have chosen
to use and also the statistics that I have put at the bottom of each
poster. The pictures that I have used show normal 16-24 year old
people doing things that other people of this age do, and will recognise
and relate to. The images show people playing sport, having a drink on
a night out and at school/college. People can relate to this because
they are doing normal day-to-day activities that they most likely do as
well. This helps put the message across that this can happen to any
normal person. I hope that this has been effective and comes across as
the main theme of the posters, which I think it does quite well.

6. •
As for my leaflet, I think that it communicates the theme of the Nightstop service well. It
shows that it is a safe and trustworthy service. It does this by giving lots of information about
what the Nightstop service is and what it involves, what’s good about it, the types of
questions that people ask about the service, how to contact SASH and a few case studies of
people that SASH have helped in the past with the Nightstop service.
•
My leaflet also puts across my message that any normal person can become homeless at any
time from the case studies. It tells the stories of two people who lead pretty normal lives
who suddenly became homeless and how SASH helped them to get their lives back on track
and get back to normal. This is the main message that I wanted to communicate through my
products.

7. Is your campaign appropriate for your
target audience and why?
• I think that there are certain aspects about my
campaign that apply directly to my target
audience, however some are not so obvious.
• With regards to my posters, I think that they are
appropriate for my target audience and are
relatable to them. I think this because the images
that I have used are all of people within the age
range of 16-24 (which is the target audience.)
The fact that the images are all of people of this
age will make them more relatable to people of
that age because they are similar to them in that
they are the same sort of age. They are also
doing things such as drinking on a night out, that
are normal social conventions of people of this
age group, so this again is relatable.
• I also think that some of the statistics that I have
included on the posters are relatable. Quite a lot
of people of this age group have trouble at home
and in relationships, which are two factors that
are included in the statistics.

8. •
As for my leaflet, the middle section of the 2nd side contains quotes from people who have experienced
the Nightstop service and had positive things to say about it. These people are all within the target age
range for this campaign and are displayed clearly below the comment itself along with their name. To
people between the ages of 16-24 this will be relatable again and will make them see that this service
can really help people of the same age as them. It says to them that if they were to ever need help of
this kind, this service would offer it. Also, the case studies on the 1st side under the ‘Who we’ve helped’
heading contain stories of people about the same age in situations like studying and in relationships like
most people of this age group. There are parts of my leaflet where it speaks directly to the reader and it
says ‘you’. This is referring to the 16-24 year olds who may want to use the Nightstop service, however
there are there sections that just speak generally to anyone who happens to be reading the leaflet. This
is confusing as to who the product is actually aimed at.
•
I think that the main purpose of my leaflet is to inform anyone who reads it about the Nightstop service
rather than targeting a particular group of people and talk specifically to, like my posters do. I think I
aimed the leaflet at just anybody who would want to help, volunteer, donate, take an interest in the
organisation or anybody of the 16-24 age range who would need a place to stay for the night. I think
that my leaflet could have worked better and maybe been more effective if I had narrowed down my
target audience to a certain age range/group so that I could use specific techniques and devices to
purely direct it at them.

9. Comparison to existing SASH products
This inside page of the existing SASH leaflet has separate
sections for people, and the specific ways that they can help.
This is a good feature of the leaflet as the different sections
specifically target different people, it is not all just aimed at the
general public. I think that sections like this would have made
my leaflet better and would have made different sections
relatable for different audiences, without taking away the
general information that is targeted at just anyone.
I think that my leaflet could have been more effective if I had
aimed it like this, with different sections relevant to different
groups of people e.g. volunteers/hosts, people wishing to
donate, and people who may want Nightstop (16-24).
My leaflet’s main purpose is to educate people, anyone who
would be interested, about the service. I think it would have
worked better if I had aimed it strictly towards to 16-24 year olds
or had set my leaflet out in sections direct each section to
different audience groups.

10. Original intention
Final outcome

11. •
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•
•
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Compare and contrast your original
intentions with the outcomes you
arrived at.
My original intention for my posters is not too dissimilar to the design that I eventually
arrived at. I have still used the same types of images, (photographs of 16-24 year olds doing
normal ever day activities to make the posters relatable to the target audience). I have kept
the copy the same; I have used the statistic idea, and also the text that allows the audience
to connect to the character and get to know them a bit. I think that this part is important
because it makes the posters relatable to the audience.
I changed the text layout on my posters from what I originally planned to do because when it
came to putting the picture and the text together on Photoshop, it stood out more when the
text was not overlapping the image.
I decided to change the layout of the poster from a photograph straight onto a banner of text
and information because I do not think that this was the most effective layout for the
purpose. I think that posters for this purpose need to contain more text than images because
they need to educate and inform the reader without going overboard and boring them.
I also decided to change the colour of the fonts. I had originally planned to have the text that
would be on the image as a grey colour and the statistic in green to match the existing SASH
theme and colour palette. In the end, I decided to have the
My font choices stayed the same. I think that the font ‘Street’ is clear and simple, it is also
easy to read, this is why I kept it the same. The font ‘Window Crash’ has cracks and smashes
in the letter body which makes it appear like a smashed window, like some kind of trauma
has occurred. This reflects the issue of homelessness, this is why I have kept this the same.

12. • This was what I wrote in my final planning stages:
“I want my campaign of posters to put across the
message that anyone can become homeless at
anytime and it cannot be stopped. It can happen
to anyone and you might not know about it. I
think that my posters will achieve this by using
the images that I plan to. The photographs will
show normal 16-24 year olds going about their
daily business and doing what normal people of
that age do.”
• Looking back at this, I would say that the message
and theme of the posters has stayed the same
through my production and this has not changed
from my original plans to my final outcome
products. I have achieved what I wanted to with
regards to the message and theme of my posters.

13. How effective are the techniques that
you have used and why? (Posters)
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•
On all 3 posters, I have started with a sentence at the
top of the page that is easily visible and the first thing
that your attention is drawn to, except for the image
maybe. The opening sentence is a pleasant sentence
that gives you a small amount of detail about the
character in the photograph e.g. ‘Sophie seems like
just a normal teenager…’. I have put this in place to
allow the reader to learn about the character and
maybe be able to relate to ‘Sophie’. People might feel
like they know Sophie and therefore want to help her
through the SASH organisation. Teenagers who go to
school/college/university/work would connect to the
situation that she is in, in this image. This is then cut
up by the mage of Sophie looking happy and with
some people who look like staff at her school.
Underneath the image, there is a sentence that I
have put there to add a tone of seriousness to the
poster. This makes the issue appear more serious to
the audience. It also puts across the message that
homelessness can happen to anyone and that people
are not always aware of what is going on in other
people’s lives.
The statistic that I have used and put at the bottom
of the poster is another way to make an impression
on the audience about how serious the issue is. A
real fact or figure will make people realise. I think
that this is a very effective feature of my poster
because of the fact that it just emphasises the reality
of the issue.

14. • I have put quite a think green stroke
around the images on the posters. I
have done this to give it some kind of
definition and make sure that the
picture is eye catching. The image is an
important part of the poster, and to
ensure that people take notice of it, I
have made it stand out. I think that the
stroke is effective because it does make
the picture stand out more on the
page, especially with the white
background. It is also effective because
the fact that it stands out more draws
people to look at it which will make
them relate, especially after they have
read the copy as well.
• I have used a drop shadow on
Photoshop on the text underneath the
pictures that have a more serious
tone, this is to emphasise the
seriousness that has been introduced. I
think that this is effective because it is
made to stand out and therefore
increases the seriousness of what it is
saying.

15. How effective are the techniques that
you have used and why? (Leaflet)
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•
•
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With my leaflet, I have used the house shape that
SASH uses for their logo as much as I can. It is a
familiar shape that is representative of a house;
everyone can recognise it. The fact that there are
these house shapes used all over the leaflet means
that it is constant reminder of what the organisation
SASH does and what good they are trying to do for
homeless people. It is effective because if the reader
is constantly being reminded about the cause, then
they may also be constantly reminded to help out or
donate.
Another technique that I have used is that I have
stuck to the colour theme that SASH already had on
their. I think that this is important and also effective
because having just the one colour involved keep sit
simple and is not confusing to the audience/reader.
I have used a lot of case studies in this leaflet. I think
that this is very useful and effective towards the
audience because they are being reminded of the
hard work that SASH do an also what good they do
for people and how they can improve people’s lives.
I had to use the polygonal lasso tool to cut out the
people for the case studies also. I think that the way
they are overlapping the green banner is a nice
effect and adds a little bit of detail to the page.

16. Is the content effective and why?
• I think that the content of my advertising campaign is effective. I think it
communicates my message well and does what I wanted it to.
Name and a small ‘get to
know’ text, effective
because people are
more likely to help
people they know more
about.
‘They need your help’
makes the reader
think their support
will make an impact
on their lives.
Effective because it
supplies emotion.
Picture of her with
staff at a
school, effective
because this is a
similar situation to
what most people
of the target
audience age range
go through every
day.
Effective
because it
increases the
seriousness and
reality of the
situation.

17. Effective
because
audience/reader
get to know the
characters
more, they can
relate to the
story and know
what good work
SASH do for
people. This
may make them
want to help.
Effective because if people are
unsure about helping
out/donating to SASH, they can
see how easy it is to help out, this
may push them to do it.
The text is shaped into house shapes,
this is effective because it reminds
people of the ‘safe and sound’ theme
that SASH represent.
Shows a
safe, secure, home
ly living room that
homeless people
would appreciate.
The bright green
colour used is
recognisable to
people who already
know about SAH and
it also
positive, represents
health, positivity, and
fresh starts/new
beginnings.
Logo and slogan
together, effective
because the logo is
emotive and helps
the reader to
believe that SASH
do good for
people.

18. Describes the
service well, and
lets people know
the ins and out.
Effective because it
could make them
want to help out if
they know about it.
Effective because it helps
people to see what good the
charity do and how happy it can
make people. Will make people
want to be a part of something
good.
The bright green colour used is recognisable to
people who already know about SAH and it
also positive, represents health, positivity, and
fresh starts/new beginnings.

19. •
•
•
What impact do you think the
campaign will have on the public and
why?
I think that my campaign will have a big impact on the public.
I think that with the posters, they will be displayed on buses or on notice boards in schools,
doctor’s surgeries, colleges etc. This will make sure that the people who they apply to will be able
to see them easily. I think that they will cause people to think more seriously about the issue of
homelessness and how it can be happening to somebody without anybody else having any idea
about it. People need help and they cannot always ask for it because maybe they are embarrassed
or they just think that nothing can be done about the situation. I think that the most effective
qualities of my posters are the statistics and the background stories of the characters that are
introduced on them. I think this because these will be the parts of the poster that will hook people
and make them want to help. From evaluating existing social action posters, I know that emotive
language and shocking facts are the way to grab a reader’s attention.
With my leaflet, I think that this will have a big effect on the public because it is very informative
about the Nightstop service that SASH has to offer. The more the information, the more people
want to know more and investigate and maybe even get involved and help the cause. I think that
the leaflet would be the main cause of people getting involved with SASH and volunteering as hosts
for homeless people. I think that the case studies and the other parts of the leaflet that allow the
reader to get to know about people that SASH have helped e.g. the ‘What is good about it?’ section
will be the most effective on the audience because they can get to know about the good work that
SASH do for people, this will make them want to help towards a good cause and will therefore lead
them to help.

20. What are the technical and aesthetic
qualities of your work?
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•
I think that my leaflet is well put together and presented. The
colour that is used is a bright green that represents positivity,
health and new beginnings. I think that this picks up the feel of
the leaflet and keeps it positive. I think that the aesthetic
qualities could be improved by making the leaflet a bit more
interesting and ‘nice’ looking. There are certain elements that
make it more interesting e.g. the cut out photographs of people
that overlap the green banners on the ‘Who we’ve helped’ page
and also the pictures that have been clipped into a house shape
on the ‘What’s good about it?’ page.
I think that the technical qualities of my posters are that
everything is put together well and composed properly. While I
was doing my production I ensured that everything was lined up
correctly by zooming in to 200% or there about, on Photoshop.
Also on Photoshop, I used the ruler lines to make sure that things
were in line and placed correctly. I made sure that everything
matched up so that my worked looked to a professional standard.
For example, the house shapes that I used for the pictures on the
‘What’s good about it?’ page, I copied the shapes by holding
down the ‘Alt’ key and dragging it to where I wanted it. Then I
added a new picture underneath each and created a clipping
mask that would place the picture into this house shape.