These charity campaigns all use empathy and shock to capture the reader's attention.
Their aim:
The aims of this campaign are to raise awareness of homelessness arising in today's society, especially with the recession and the current climate, which is relatable to many people in today's society because it coincides with the issues of debt which people are faced with. Some of slogans used to really catch to the eye of the reader include; ‘but where will we live?’ this is a good clear message which gets the information across in a direct manner as this could happen to anyone down to their job or living accommodation.
- Shock
- Empathy
- Raise Awareness
- Sad
- Supportive
SHELTER:
- Founded in 1966, London.
- Homelessness and bad housing.
- Advice to the government to make changes to help housing.
- Campaign was launched 2011 to encourage people at risk of losing there house.
- Poster ads, Facebook and Mobile messaging.
- Amplify was the advertising company.
- Pro Bono, public bonus means its free as it is a charity.
- 1 in 200 people are homeless.
Conventions of the poster:
- Brand image.
- Slogan.
- Website.
- Main image.
- Information.
- Title.
- Emotion.
- Direct mode of address.
the main focus of the campaign is poster ads, but FB and mobile messaging also used
- the poster campaign initially launched in four towns identified as hotspots for housing problems and ran from 21st August for six weeks.
- the poster campaign initially launched in four towns identified as hotspots for housing problems and ran from 21st August for six weeks.
What messages are being communicated (how is it communicated through media language)?
The message which is communicated is that everyone deals with issues and everyone thinks they cant do it, but with Shelter, they will help you get through it. The problem is shown through the red bold writing, as stereo typically red is shown as a problem or danger.
Who is represented and how is this constructed?
Each advert focuses on one individual, there is a man and 2 women shown, their ages differ but not massively. The man and right women are relativity young whereas the left women is older. They all look of similar class, but all have separate issues, for instance the man doesn't know where he stands as a tenant but the left women has lost her job which implies she will loose her house. The expressions on the advert are before Shelter help them, when they are still upset and unsure what to do.
Colour scheme - The image itself is very pale and dull, making the red writing stand out clearer. The dullness on the faces also reflect that they are completely low and think it cant get any better as you are pale when you are dead.
Font - The font is just very bold to state the facts and make the writing the main focus, not so much the image. The font is also see through, which makes it seem like the words are stuck into the people as they come through the writing.
Images - The images are of people who are having the problems. This is sued to gives a real life aspect to the audience and make them feel sympathy when seeing someone else in a bad situation.
Jonathan Emmins, founder of Amplify said: “It was crucial to us that the creative had the ability to shock and stand out but without resorting to gimmicks. We wanted people to empathise, to never lose sight of the real people, the real faces impacted by the current economic and housing situation.”
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