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Social Action and Community Media

Existing Product Research

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Case Study: Smokefree NHS

Creative 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

3Creative Media Production 2012


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.

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



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Case Study: Talk To Frank

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 infiltrate mainstream media• To build relationships with subjects


Case Study: Talk To FrankTechniques: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.

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Case Study: Talk To Frank

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Case Study: Salvation Army Homelessness


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 change voting behavior• To infiltrate mainstream media• To build relationships with subjects


Case Study: Salvation Army HomelessnessTechniques: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.

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Case Study: Salvation Army Homelessness

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