1. Social Action and Community
Media
Existing Product Research

2. Case Study: (Live below the line/Unicef)
Purpose: Live Below the Line is a
campaign set up by Unicef that is
changing the way people think about
poverty and world hunger by
challenging participants to live on the
equivalent of people who are living in
extreme poverty by spending £1 a day
on food for 5 days.
Aims:
The aim of this campaign is to help
people experience how hard it is to live
with limited food and hopefully get more
people to help and donate.
2Creative Media Production 2012

3. Techniques:
The techniques used in these adverts reflect two meanings to the
campaign, while the first advert is dark and the words insist people to
join in with the campaign, the second advert is bright and more
welcoming.
The first advert used the colour black a lot which suggests to the
audience that it is advertising a bad issue straight away, the words
dare to are in a brighter colour to catch the audiences’ eye, these
words also challenge the audience to join in. Including a child in the
poster mixes innocence into the message, by using an innocent
image to bring across a serious message can have a big impact on
the audience as they feels sympathy for the innocent image and feel
the need to help.
They have also used large text that can be read from a distance and
it is clear and bold, they have also used a minimal amount of writing
so that people can read it without having to stop and read.
3Creative Media Production 2012
Case Study: (Live below the line/Unicef)

4. Techniques:
The second advert is brighter and looks a little more inviting and
friendly compared to the first image.
Again they have used an innocent image and mixed it with a serious
statement which almost toys with the audiences emotions.
The image used shows the conditions that people have to live in in
third world countries, again they have used children to make the
audience feel sympathy and feel the need to help and get involved
with the charity. They have used more inviting words in this advert by
saying Join which gives the audience a choice and welcomes them
into a community.
This advert also gives the challenge in a few simple words making it
easy for the audience to read quickly and make their mind up and if
they wanted more information they could go to the website that
unfortunately is not stated on this advert.
4Creative Media Production 2012
Case Study: (Live below the line/Unicef)

5. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (Live below the line/Unicef)
Live Below the Line 2013 has now
closed
This year, together with 5,500 people
across the UK, you helped Live Below the
Line raise nearly £1m for anti-poverty
projects right across the world, money
vital to ending extreme poverty, to making
people healthier, more educated and
more equal.
https://www.livebelowtheline.com/uk-
thankyou
The Live below the line challenge usually brings about a few millions of
pounds and dollars when the challenge is over, the way money is donated
works by people who are not involved with the challenge supporting people
who are by donating money to them and sponsoring them.
The money is then spent on providing food for people who are living in
poverty and who cannot afford to feed themselves and their families.
This charity isn’t just based on people in third world countries but it also
focuses on homeless people in the UK and Ireland.
The challenge also gives participants the experience of how it is to live everyday life in poor nutritional conditions. In modern day life
we take food for granted and it is easy for us to reach into our cupboards, go to the shop or even go to cafes and restaurants for food
when we want, this challenge helps people o realise how lucky we are and often people realise they do not need to consume a large
amount of food everyday and rather spending their money on food and restaurants they can donate their money to Unicef or any
other charity.

6. Case Study: (McCruelty/Peta)
Purpose: The purpose for Petas
McCruelty campaign is to stop
McDonalds slaughter houses from using
outdated and old fashioned methods of
slaughter which results in extreme and
unneeded suffering for the animals
involved.
Aims: The aim is to stop this
unnecessary torture to animals who are
being slaughter for food.
Another aim is to inform people who buy
and eat McDonalds of what they are
actually eating and what is happening to
their food before it is made into meat.
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7. Techniques:
This advert uses a variety of techniques, some of which are very clear while
others are a subliminal message.
They have used the technique of adding an innocent image that is associated
with children which is the McDonalds mascot, Ronald McDonald, he is the face
of McDonalds and they have also used him because the public will recognize
straight away who he is and what the advert is about, they have used the
innocent image of the clown mascot and tied it in with a scarier image to reflect
the message that McDonalds is an evil company and they are different from
what they appear to be.
They have used a bright colour on this advert to make it stand out, it also is the
yellow colour that McDonalds use in their golden arches logo, this colour will
attract the attention of the audience because it is so bright and bold.
They have also included play on words as a slogan in the text, they have used
the words McCruelty which is a play on word of McDonalds, they have also
used I’m Hatin’ it which is similar to the McDonalds slogan which is I’m Lovin’ it.
In this advert Peta have also incorporated blood in with the innocent image of
the McDonalds clown which also conveys a message of torture and violence, it
is also the second main colour that McDonalds use in their logo.
Overall this advert is very effective because it is bright which makes it eye
catching and it uses a minimal amount of text to put its message across, this
way the public and the audience can read the advert quickly without having to
stop.
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Case Study: (McCruelty/Peta)

8. Impact: Evidence of any change being brought about through projects
using words and or graphics.
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Case Study: (McCruelty/Peta)
Since this campaign was brought about more and more people have been avoiding
McDonalds by turning down their products and eating any of their food which is gradually
bringing profit down for the company.
Throughout the U.S there are protest marches and groups of people who stand outside
of McDonalds restaurants with banners and signs hoping to put more customers off and
hoping that they will join them in the fight against McDonalds using outdated methods of
slaughter.
There are also a vast amount of people joining boycott groups who protest in public
places with signs and images of the slaughtered animals which are used to cause people
to be put off from McDonalds foods.
Peta have also brought out a selection of short comic books
which show the McDonalds characters using Birdie as
nuggets and slaughtering her to use in their food, these
comics were initially made to give out to children to put
them off McDonalds food if they thought on of the
characters had been slaughtered to be put into their food
but Peta were getting complaints from parents that the
comics were to violent so now they are only available to see
on Petas McCruelty website.

9. Case Study: (ChildLine)
Purpose: The purpose of Childline is to ensure
that young people have the support they need from
trained counsellors based around problems ranging
from puberty to suicidal thoughts. Young people can
call Childline for free of they feel they have nobody to
talk to.
Aims: The aim of Childline is to support young
people with their problems, they offer support to
people up to 19 years old.
Their main aims are to conquer any problem they are
faced with regarding a young persons feelings and
safety.
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10. Techniques:
In this advert ChildLine have used a variety of different techniques to promote their
cause, the advert again is very innocent but have a serious meaning and theme attached to
it.
This advert is focused on Sexual Abuse.
The message that it is trying to convey to the public and young people is that nobody should
be scared or try to hide their feeling and the fact that they are being sexually abused, the
image is of a boy getting his photo taken which straight away suggests to the public that
boys are also sexually harassed as there is a stigma attached to sexual abuse that only girls
are victimized.
There is also another boy behind him who has a sad expression on his face, this is reflecting
the boys inner emotions, the second face is darker suggesting that is in the shadows and
that has been hidden because the boy doesn’t feel like he has anybody to talk to about his
feeling and what is happening to him.
They have used the image of a child to toy with the emotions of the public and the audience
who are viewing the advert as they feel sorry for someone who is younger and more
vulnerable, they feel sympathy and they feel the need to help.
10Creative Media Production 2012
Case Study: (ChildLine)

11. Impact: Evidence of any change being brought about through projects
using words and or graphics.
11Creative Media Production 2012
Case Study: (ChildLine)