The document summarizes techniques used in three homeless charity advertisements. The first advert by SASH uses sympathetic photographs of homeless people to appear more genuine and elicit empathy. It uses green and white colors which are relaxing and inviting. The second advert by Shelter uses dark red and black colors to represent danger but also love and passion as it targets families. It features a sad child to appear more sympathetic. The third advert by Rock Trust targets young people and uses green and the slogan "because every young person has potential" to inspire and welcome young people.

1. Social action and
community
media task 3
Lusi Ndoja

2. Homeless advert 1
Techniques:
This is a homeless charity from SASH, it‟s a located in York, North
Yorkshire and east ridings. This charity is targeted at young adults
ages, 16-24. as you can see by the image, the charity SASH use
sympathetic photographs, this is so that the volunteers that help
support the charity are not put off by stereotypical images of
homeless people. This will make them have a change of heart. The
homeless people on the image look cold , the image makes you feel
sad and makes you want to help and volunteers. The have used
real images as this will also persuade people to help as it is not
fake.
The colours that SASH have used is green and white to promote
their charity. Originally SASH was in red but they had to change this
because people would miss understand the meaning and also it
makes it look more aggressive as the colour red represents violence
and anger. The green is the opposite to this its more relaxing natural
and inviting which makes people approach to the charity even more.
Also the slogan they have used for the charity “preventing youth
homelessness together” this makes the charity more friendly and
the fact that they have used together it shows that you aren't alone
and that you can get the help and support you need.
The charity has a simple logo, the fact that it has the picture of a
home makes you automatically know what the charity is. As they
have used write bold text its clear to read and also grabs the
readers attention as its eye catching.

3. Homeless advert 2
Techniques:
This is another homeless charity that is based in the UK. Shelter is more
national and there target market is aimed at people with families that are
suffering with homelessness. In this advert you can see they have used
very dark colours such as red and black, they have used really strong
powerful colours to represent their charity. The red means danger and
violence but also the colour red has another meaning which represents
love and passion. As this campaign is targeted at families Shelter have
used a loving colour making it more appropriate.
The text has various of stages. Firstly the name of the charity is in bold so
instantly you see what its called. The header underneath the name says
No room at the inn?” its giving the audience a question, for them to stop
and think about what the campaign is advertising, giving it a hook. And the
information about what you can do and how to help is in small font, this has
been done purely because if the advert has hooked you and you are
interested then the information is there to read even further.
The image in the right hand corn will be the first thing the audience sees as
its placed in the background. They have used a child to make the advert
more sympathetic as its stating that children will be the most effected by
being homeless. As the child is sad it makes the audience more persuaded
and it‟s a good technique to get the audience to feel more guilty and will
make them donate and help as they will give a child a home. The fact that
the image is the biggest thing on the page its purely because someone
who isn‟t interested in reading the text, the image is there to balance the
two out and the reader will have some sort of awareness on what the
campaign is trying to raise.

4. Homeless advert 3
Techniques:
Rock trust is a homeless charity that is targeted at young people
specifically. This charity doesn‟t have images just the name of the charity
and the slogan. This is similar to the SASH charity as they have both the
same target market.
With this charity they have a house style to make the charity look more
professional. Again with this charity they have used green, as it‟s a more
relaxing and a natural colour making the meaning of the charity more
welcoming and calm. The black is the main part of the charity logo, this
grabs the readers attention as you are drawn to the bold text.
The slogan they have used for this charity is “because every young
person has potential” the fact that its used the word „every‟ it involves
every young person making it more welcoming and its giving having faith
in the young people because the fact that they are homeless it doesn‟t
mean they cant get help or get support to help change their life around.
The slogan should inspire the young people and the supporters should
have faith in them too.

5. TASK 2: RESEARCHING
EXSITING ARTEFACTS

6. Artefact 1
This is a homeless campaign raising awareness for homelessness
in a different way. As you can see in this picture the advert is
advertised on a bin lid. I like the way they have presented this
because something as common like this can make the audience
really think about their actions. The way the women has stopped
and looked at the campaign has really made her think and stop.
by throwing away left over food are the small things that people
take for granted. A homeless person does not have this privilege
and would have to go threw the bins for food.
The place where they have located the add is also very
effective, as if this was on a billboard most people would walk
past and ignore what has been advertised. The fact that they
have placed it in a local rubbish waste bin people have no way
of avoiding this, it make the audience guilty which i think is a
good way of raising awareness.
when producing a homeless campaign you have to think of the
ethical issues it has by trying not to make it offensive as it a very
delicate subject and its real life. The fact that this ad is used in a
place where homeless people will have to go and find food to
feed themselves is something real and its the reality, its given the
audience something true, s some campaigns you see on telly is
more exaggerated and people can interpret it in many different
ways.

7. Artefact 2
This is another artefact but this however is more
candid. Its a real life image of a homeless man
with his pet.
By looking at this picture it makes you feel lots of
different things. the man is resting his head on his
hand he looks sad and this makes the audience
feel more sympathetic towards him. by showing
people real life images is also a good way of
persuading the audience as they like facts rather
than something staged.
Also having a pet also means that they have to
look after it and have another responsibility, but
also it shows that they only have each other and
will affect people who do have pets how they
would feel if they were in a similar situation.
This could be an ethical issues as some people will
find it cruel that they would use animals as a way
of making them feel more sorry for the homeless
person, and also the UK is known to be a great
animal lover.

8. Artefact 3
Finally I have chosen this artefact because when reading
the cardboard it says "before you turn away put yourself
in my place" its asking a really good question making the
audience think more? People everyday think homeless
people are what people stereotype them such
as, smelly, nasty people who pretend to be homeless, but
this ad states a very good fact, as many people will walk
away and not read what the message is trying to say and
will ignore it. another way they have made this ad and
have advertised it that its aimed at anyone, as the face
has been cut out, this means that the person who is
homeless can be anyone and anyone can be homeless
in any point in their life. This is a good way to make people
more aware as people will easily jump to conclusion
about homeless people.

9. Task 4: Raising awareness

10. Survey responses