Forms of Campaign

Dogs Trust is a British charity who take in and re-home abandoned dogs. They have a campaign that promotes the cause and encourages people to adopt their dogs. They use various cross-media platforms that demonstrate different forms of campaigns.

This is a Dogs Trust radio advert; it promotes the charity by talking about what they do and saying how successful they are. There is emotional language, anecdotes and statistic used, which all make the advert more memorable and more likely to make the audience want to support the charity.

This is a Dogs Trust television campaign from 2009, urging people to sponsor one of the dogs they have rescued and using persuasive devices that tell the audience why they think their work is so important.

This is a Dogs Trust magazine advert, and is very simple but effective. The advert is focused on the image of a sad looking dog, which makes the audience feel guilty and the simple slogan 'Small dog seeks big love' that will stick in people's heads. The colour scheme is also the same as the other adverts, so people will immediately associate the bright yellow, white and black with Dogs Trust.

This is a leaflet that Dogs Trust hand out to the public to spread word of the charity. It goes into more detail than the television, radio and magazine adverts about the work the charity does. The main advertising techniques used here are persuasive devices in the text- 'We found a whole new family at Dogs Trust' is an anecdote that proves their successful work. There is also direct address, emotional language and statistics- '£3 a month helps keep dogs like Midnight safe and warm.'

Dogs Trust also promote their work through the internet- as well as pop up adverts, they have a website that tells the audience all about their work, with links to current campaigns as well as old ones. The same colour scheme is used for visual continuity as well as direct address ('Will you give your heart to me?'). The images used are also of young, healthy dogs, that people looking at the site would find sweet- this may convince them to follow the click though and support the campaign.

Other Forms of Campaign

There are other important  forms of campaign that Dogs Trust have chosen not to use, and these include;

A billboard, for example this Ikea advert- it is placed in a obvious public place where lots of people will definitely see it. Bright colours are used, and it is 3D, which makes it look even more interesting for passers by.

Social Networking is an increasingly popular method of campaigning- this is a Facebook campaign in my local area for a skate park. Through social networking, people can be instantly updated with a campaign and share all sorts of important media through the page.