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Social Action and Community Media

Existing Product Research

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Case Study: Moms Demand ActionPurpose:To campaign.This advertisement is intended to bring about international and possibly even global change.To change attitudes.To raise awareness.To challenge dominant representations and agendas.To provide information.To change voting behaviour.

Aims:This advertisement was created by the non-profit firearms safety group ‘Moms Demand Action for Gun Sense in America.’The group was founded in 2012, December 15 th following the mass shooting, Sandy Hook. The advertisement comments on the fact that in America the children’s story ‘Little Red Riding Hood’ is banned in to protect children while guns as a mass consumer product isn’t. This posters main aim to help promote conversations, debate and better regulations to ensure better gun safety. This was an almost direct response to the Sandyhook shootings and works to try and move the government to enforce stronger gun control laws.

Creative Media Production 2012

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Techniques:

The image first uses a strong and aesthetically threatening image that would strike cords with the viewer. This image is particularly effective for the target audience: mothers and parents. By showing young girls it creates a deception of the classic idea of innocence by placing a weapon, a gun in one of the children’s hands.

Simplistic text and font styles are used to make the image both easy to understand of the first viewing and making the information provided striking and interesting. The text almost provides a threating and simple message. There is no debate and no room for arguments about what the message means and why is exists. The use of colour compliments this idea as the plain white presses the sense of ‘no debate’ and the red used following this looks aggressive and threatening.

There is, in the lower part of the image, more text that provides more context to the meaning behind the image.

Finally the colour corrections made to the image itself shows the normally friendly school setting to instead seem dark and foreboding in line with the horrific scenario of a mass shooting.


Case Study: Moms Demand Action

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Impact: Evidence of any change being brought about through projects using words and or graphics.

While little change has actually been implemented by the US government to change or reinforce gun law in response to many of the shootings that have occurred over recent years, these kind of advertisements, campaigns and similar protests have helped to press new agenda onto countries, the USA included and has helped raise awareness about this particularly difficult topic and bring it to congress multiple.While changes may have not been made just yet, it is widely viewed as an inevitable change of the law to ensure the protection of everyone. For example, campaigns such as this and political helped to reinforce and change guns laws in Australia and since there have been no mass shootings of any kind within the country.


Case Study: Moms Demand Action

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Case Study: (campaign/organisation name)Purpose: To campaign.To bring about local, national and international change.To raise awareness.To provide entertainment.To build a relationship with the subject.

Aims:This poster clearly attempts to visualise the damage that oil companies can do to the planet specifically making a comment on the oil spill made by the company BP. The information provided to the left of the image directly comments and scrutinizes the occurrences of oil spills and possibly even our response.Geenpeace, the creator of this campaign advertisement has long been a strong voice against large oil companies and the risk that they cause natural habitats both in and around large bodies of water. This is just one example of their extensive campaign advertisements that scrutinise and hold the large oil companies accountable.


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Techniques:

This photograph breaks down the tragedy into a very simple and digestible format. This photograph also, in its use of human thumbprints being used to show and represent the oil spill helps to illustrate who’s blame it is for the events that took place and the damage that was done. The theming of the image creates the impression and reinforces the fact that pollution and the great damage that it does is man made as the finger prints invade an otherwise beautiful picture and the notation is placed on a piece of printed paper that shows the intervention of mankind within nature.


Case Study: (campaign/organisation name)

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Impact: The impact that Geenpeace as a large group has had globally is immense.The campaigns that they have not just effected the way that we view legislation involving oil and fossil fuels but in all areas that could potentially effect our planets environment. In regards to the BP Deep Horizon oil spill in 2010, the video footage of Geenpeace workers helping to clean up the black mess left behind and rescue animals helped to raise thousands of dollars as well as to raise awareness and draw in more volunteers.



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Case Study: (campaign/organisation name)Purpose:

Aims:


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Techniques:

(You may want to use more than one slide to discuss the techniques used)



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Impact: Evidence of any change being brought about through projects using words and or graphics.



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Education