Evaluation: social action and community media

Is your advertising campaign fit for purpose and why?

My advertising campaign is fit for purpose because I have come up with my own

design and I have taken on board what SASH have said when they came to talk

about their charity and what they aim to do and also how they campaign their

charities to others and how they want to come cross. In my campaign that I have

designed I have used the information that SASH don’t want to make their charity

stereotypical and paint the image as teenagers are violent and unapproachable that

will put the volunteer into not helping the homeless. Also in my campaign I haven

specifically targeted the ad to teenagers as I have different ages stating that “anyone

can be homeless”.

Does it communicate your message clearly and why?

I believe that my campaign communicates the message clearly as again I have

classed and stated that “anyone can be homeless” I have used this quote as it can

apply to everyone and also the audience reading this campaign will stop and think as

they might probably have an opinion about homeless people that they are “tramps,

use the money for drugs and horrible people” this is the sort of message I have tried

to remove from people and add the word “anyone” which can be aimed at any

person reading this can stop thinking about the stereotype kind of homeless and

actually understand that even a person who can look the completely opposite could

also be homeless too. This also means that you shouldn’t judge a book by its cover,

this is the message I have communicated in my campaign. Some of my responses

that I got back

Is it appropriate for your target audience and why?

My campaign is appropriate for the target audience because in my research I found

out from my questionnaire that everyone that answered my survey was between

ages 16-24. This is a mature age and people from this age group have a better

understanding about homeless than someone who is under this age. Also in my

research I found out that less text and more images works more effectively as young

people are my visual and like to picture what has been said. As young people tend to

loose interest if something is over powered with text and information. This is key

because now my campaign will attract more people into reading it and also thinking

about volunteering. In my campaign I have used verity of images that will instantly

catch the audience’s attention and keep them hooked, as this was one of the main

techniques that will get the audience interested.

Compare and contrast your original intentions with the outcomes you arrived

at.

When researching into existing homeless campaigns to get an idea on what is out

their and what works and also what will get the audience hooked. Originally when I

pitched my idea in a presentation I really like the idea of having black and white

photographs to illustrate the campaign.

This was the first campaign that I first designed. This

was inspired by the Shelter homeless charity as they

had the text box with the information about the charity

and how to get involved.

I realised with this design that it was very basic and

also boring. The reader will loose interest and has no

hook. As my campaign is aimed at people 16-24+ the

audience are young so they prefer more images than

text.

Also the image I have used on this campaign is with a homeless boy with a hooded

jacket, this again was giving the wrong impression to my audience as the person in

my campaign is painting an image of a stereotypical teenager, which means he could

be violent and unapproachable this will make the volunteers not want to help and

accept them into their homes as they will refuse and will not take any interest.

The black ground I have used is plain black and the image is just placed on the

page, this shows that it doesn’t look very professional and of to high quality as the

campaign doesn’t look realistic and doesn’t really catch your eye.

Finally I had too much text in this poster I produced and also it wasn’t clear on what I

was trying to communicate to the audience.

Following on, in this design I decided to change the

layout of the poster and go for a completely different

design. As you can see on this campaign I decided

to make a face collage from different face features

and making it look like one. I also decided to place

the quote over the face so it draws more attention to

the poster. I decided to use a green colour for the

text as it fits in with the SASH logo. However again I

felt as this design wasn’t working as it doesn’t look

vey professional and doesn’t look high quality.

The information at the bottom where the white footer

is placed the text is cramped and not very clear to

read as the font is not appropriate.

Also the face and twitter icons were also pixelated as the icons I selected where not

very good quality.

After not being happy with the outcome o this design I decided I will use the face

collage technique and use it for my final improvement.

For final idea this is the outcome I came up with. I

decided that since I liked the quote from the poster

above I felt that in my improvement design that I

could use the quote “anyone can be homeless” in

tis design I have made a black and white portraits

of peoples faces of different ages, and gender, a

have a portrait of a people with the face college

technique but tis time I didn’t include the eyes and

just have the text over with the quote I wanted to

use. The message I have communicated fits I wit

the theme and the quote as I haven’t gone for a

specific person that can be homeless. The

message is clear and also I have used less text in

this campaign then what I originally started with.

I have also stuck with the black and white

throughout as it makes the campaign more serious and hard hitting as it affects the

audience by making them feel guilty.

On this ad I have also got rid of the white footer and just placed the number of the

charity on the bottom with the facebook, twitter and SASH logo. I have positioned

these at the bottom as it fit well rather than having them on top of the poster ad plus I

have kept these in colour as when the audience readers the campaign poster their

eye will instantly attract them to see the information at the bottom.

Over all I think this appeals more to the target audience than the original campaign

poster, it has less text and more images as this works better and appeals more to y

target audience. It keeps the audience hooked and interested.

How effective are the techniques you have used and why?

The techniques that I have used is I wanted to create a poste that was more

powerful as I believe they work the best when advertising something that will make

the audience stop and think. The colours I have used are black and white and I have

applied this throughout my campaign, as in my research this effect was used to

make the message more powerful as black symbolises the colour of hidden,

secretive and an air of mystery. And the white

symbolises the colour of pure the colour which is

represented as the colour of perfection. These two

colours work well because the white represents that

everyone is pure and innocent and the black

represents that everyone has something hidden and

secretive and people cannot tell the difference

between who is homeless as my poster shows that

anyone can be homeless and not the stereotype

people think. As by having the face college and adding

different face features from different photographs is

also very effective as again it works well with the

quote that I have used o the campaign, the message I have presented is that not

judging a book b its cover. The font I have used is sharp and bold making it eye

catching and clear to reader, I have used capitals for the text to make it punchier as

it’s the main and most important element of the campaign.

Is the content effective and why?

The content is effective as my design is not classing certain people whereas it is

classing everyone together this way it manipulates the audience and making the

audience feel guilty something that will make them think hard. I found this method is

extremely effective as it makes people see what they have compared to people who

don’t have as much as they might do. The colour I have used is dark and mysterious

as black is the colour of darkness and hides many secrets. I have found that it fits

well with my campaign as all the images I have used are all black and white setting a

mood and making the audience have mixed motions on the campaign. Also what I

have tired to aim with my campaign is reality and there are people out there who are

homeless, like some campaigns they make their poster ads positive and making

them seem posed and happy. There I have presented my poster being the truth and

emphasising that anyone can be homeless and not the stereotypes people class as

homeless.

What impact do you think your advertising campaign will have on the public

and why?

The impact my campaign will have on the public is thought. My text that I have used on my campaign is stating that “anyone can be homeless”. It makes people reflect on their lifestyle and realise how they live to people who are actually homeless and how it would make them feel and wouldn’t they want someone to help them. My campaign also gives people an opportunity to change someone’s life by volunteering and giving them somewhere to stay, by giving that person a chance to have what other people who have more than what they do and to turn their life around. My campaign is a hard hitting message and gives the guilt trip effect. Also with the way I have designed my campaign advert with the black and white it sets a serious mood and stating that this is someone’s reality everyday. People stereotype homeless people as, smelly, tramps, nasty people but in reality anyone can be homeless they could be people who are close to you even you can be homeless. With my design I have added different features of different people to make one big picture. All the different images showing the different people visualises a picture to the audience on what the message is trying to tell them. When reaching i dissolved that black and white image campaigns where effective and people seemed to be more persuaded into doing what has been asked. This is why I decided to use this technique into my own design