Introduction to Campaigns

What is a campaign?

Christina Perri photographed as part of the NOH8 Campaign, trying to raise awareness of homophobia and work towards equal rights

A campaign uses various cross media platforms to raise awareness of a particular goal or cause. Most campaigns can be seperated into the following catergories;

• Political
• Public Safety
• Advertising
• Charity

Some of the main reasons that campaigns are produced is to:

• Promote a product - a poster from the Maybelline Baby Lips advertising campaign 

It uses persuasive techniques, bright colours and images to attract the target market group and convince people to buy a certain product.

• Publicise an event- a poster for 'Heart in the Park', a concert in London

There are attractive colours and images used, but it is mainly details and information about the event itself to get people to come. 

• Educate people- British Heart Foundation's #HardAndFast campaign, educating people on what to do in case there is an emergency by teaching CPR

There is comedy used, to make people pay attention to the video as well as a catchy song in the background, although the subject is serious- it gets across the messages and teaches the audience basic hand CPR.

• Raise awareness of an issue- the NOH8 campaign is raising awareness of the rights that people are denied because of their sexuality in the US 

Persuasive and emotional language is used to make the audience want to help the cause, as well as speakers of all demographics- this means a wider target audience.

• Provide a public service (Sometimes known as PSAs, Public Service Announcements)- www.ThatsNotCool.com launched a campaign where teenagers could talk to councilors online about any issues they have, and help them through it. 

 

Bright colours and cartoon images are used, which immediately grab people's attention, however the focus is on the text which is addresses serious issues and urges teenagers to get help.