The document provides a summary and analysis of several charity advertisements and branding materials, including: - A SASH website that features a smiling young person to challenge stereotypes of homelessness. - A Shelter online ad showing a family living outside to raise awareness of how easily people can lose their homes. - A Global Cause ad using a simple image of a red chair against a dark background to draw attention to poverty. - A Simon on the Streets ad featuring an image of a homeless man to evoke an emotional response and highlight homelessness issues. - A Spare Room ad using a childlike drawing of a house and bright colors to help young people facing housing instability.

1. Existing Product
Research
Savannah Hardwick

2. SASH- Website
The Image:
On the webpage for SASH, they have a link in the centre of page that changes
the image, each time a new happy and smiling face is shown. In this screenshot
of the website, you an clearly see a young girl, who is in their target age group of
about 16-24, who is smiling and looks very happy. This image is not something you
would usually associate with homelessness, which shows that SASH are trying to
change people perception of it. The image is clearly a professional photo
although the girl in the image is not a bought in model, she is someone that they
have helped. I think the idea of featuring people whose lives they have effected
for the better is a great idea, especially when you can then click on a link to find
out more about this person life and how SASH have helped her.
The Text:
The copy that has been used on the website is a mixture of both serif and sans
serif fonts. The writing is easy to read and well written, varying with sentence
length, which makes the paragraphs seem a lot easier to read. There isn't an
overbearing amount on text on the page. Each piece of text relates to
something on the page or provides a link to another part of the website to help
the audience and make it easy to navigate the website.
The layout:
The layout of the website is very simple and easy to use. There are links at the top
of the page as well as around the sides and towards the bottom, because they
are well spaced out the website feels very organised and professional. Having
the large image in the centre of the top half of the page immediately draws the
audience towards it, and to make them look further down, interested in what the
website does.
The Tone: The tone of this website is very upbeat and friendly, which again is not something that you would usually
associate with homelessness. I think they have done this to break the stereotype of what people think homelessness is.
The bright colours and smiling face in the image also emphasizes the tone of the website.
The Colours :
The main two colours that are used throughout the
website are green and white, these are very
neutral colours that a bright and uplifting. Green
and white are also the colours of SASH’s
logo, therefore when you see this website or the
logo, you will immediately associate one with the
other. There is no black on the page what so
ever, the darker colours are just darker variations
of the colour green.

3. Shelter- Online Advert
The image:
I think that the image that has been used in this
advertisement is quite hard hitting because its showing a
family living in their home, eating and relaxing, but they
have no house, all their belongings are outside. I think that
this image is good because its showing how easy it could
be for a family to loose their home. I also think that there is
a great amount of detail in this image, for example the
furniture, the clothing net in the garden, or what would've
been the garden but also that you cant see the models
facial expressions clearly, which adds to the effect that
they don’t know its happening.
The Text:
The copy that has been used is very blunt and forward, it
gets to the point straight away which Is effective for the
cause. The text itself is written in a sans serif font, and the
colours make it very easy to see and to read. The red and
white they have chosen to show the text in stand out from
the dark brown background that they are on top, which
draws your eyes to them.
The layout:
The layout of the advert is very simple, a large and the
effective image covers the majority of the page, with a
brown block at the bottom where the text is placed. The
simple layout makes the message of the advert clear. By
having a layout like this, it makes the advert versatile, so it
could be used in a variety of ways, instead of just
online, for example, this would make a good bus advert or
a poster.
The Colours :
The colours that have been used in the advert for Shelter are
very dark, only using browns and blacks, with little areas of
colour that draw your attention to the image. Copy has been
written in red, which draws your eyes directly to it and is
ensuring that you will read it. The red of the writing jumps off of
the page, as well as the white/yellows of the lights used in the
image. These are dotted along the centre line of the
page, which keeps your attention on the image, and therefore
the keeps your attention on the message that shelter want to
provide.
The Tone:
The tone of this advert is made very obvious by the tagline
‘every two minutes someone faces losing their home’ this
hard hitting message along with the dark and ominous
colours show that Shelter are trying to make people more
aware of something that isn't pleasant, but happens to
many people, these things combined show that the advert is
a dark toned advert, and could upset some people.

4. The Global Cause- Advert
The image:
The image used in this advert is very simple but very effective. The simplicity of
the image really works well because of the message that has been given. The
chair is in a different colour from the rest of the image which makes it at the
foreground of the image. The image all together looks quite grungy and
dirty, which is in keeping with the theme and tone of the advert. The dirty
looking floor and building makes the chair look a lot cleaner and more vibrant.
The image is clearly a professional photo because the setting has been
designed and the image has been edited to give it a darker look.
The Text:
The copy that has been used is written in emotive language, speaking directly
to the audience and trying to evoke a reaction from them. By speaking
directly to the audience, the advert is drawing the person in. the text is in a
sans serif font, which again is a way to draw the reader into the advert. The text
then becomes a lot smaller at the bottom of the page which creates a text
hierarchy, although the text at the bottom of the page is important, the
designers of this advert want the main text to be seen as the most important
piece of text on the page. The message in the larger text is enough for the
audience to understand what the advert is about, the smaller text if more
informative for the reader.
The Colours:
The colours used in the advert are very dirty looking and dark, apart from the
red chair. The red chair stands apart from the rest of the image because of
how vibrant it is, which also shows how important it is to the message being
given. The image over all look like it has had an effect placed on to it to make
it appear darker than it it actually is.
The Tone: The tone of this advert is very dark, ominous and sad looking. The dark colours that have been used in the image
further show how the advert wants its audience to feel when they are looking at it.
The layout:
the layout of the advert is very effective, the image
take up all of the page and the writing is over the
top of that image. The writing is on the far right
hand side, which sows that the image suppose to
be the more important part of the layout. The
Global Cause’s logo is also seen in the bottom right
hand corner.

5. Simon on the streets-Advert
The Image:
The image used in this advert is is very hard hitting, seeing a man laid on a dirty
floor, in a corner covered in a tin foil blanket, this image also covers the entire
page. This type of image will evoke an emotional response from anyone who
looks at it, they will either sympathise with the man or they will feel sorry for him.
By having nothing but him in the image, the audience is drawn directly to
him, this is a great way of getting people to look further into the
image, reading the message as well. The image is fairly dark which is consistent
with tone and the theme of the advert.
The Text:
The copy that has been used is written a command that is being told to the
readers ‘leave nothing unwrapped this Christmas’ is also in capital letters. The
use of capital letters show the urgency and importance of the message. The
main text is in the top right hand corner of the page, and then there is smaller
text in the bottom left hand corner of the page, this shows a hierarchy within
the advert, the main message is more important then the smaller information
at the bottom, and the main message is what they want the readers to
remember.
The Colours:
The colours used in the advert are very dark, using browns, blacks and grays to
emphasize the point of the advert. The white writing stands apart from the
background because of the contrast between the dark and the white colours.
The silver of the blanket draped across the man is probably the first thing a
reader will notice within the image, this is because the silver stands out, its
different from its surroundings so you are more likely to look at it first because of
the contrast in colours. The colours that are used are not ‘happy’
colours, blacks and browns are stereotypically associated sadness. And that is
the theme of the advert- sadness and homelessness.
The layout:
The layout of the advert is simple and very
effective, using the image to cover the entire page
is a very good idea in an advert like this because it
makes the image the main focal point. The writing
is then shown to be like a border of the
image, surrounding it but not on top of the main
image of the man laid down. The logo of the
charity is then in the bottom right hand corner, the
last thing that the reader is most likely to see.
The Tone:
Straight away you can see that the tone of this
advert Is sorrowful, emotional and dark looking. You
can see this by the use of dark colours and the text
on the advert.

6. Spare Room- Advert
The image:
The image used in this advert is a drawing, the drawing in this advert is of a
house. The way that its been drawn similar to how a child might draw a
house, this fits in with the advert because it about helping a young person who
is at risk of not having anywhere to stay. I think that this type of image on an
advert like this is effective because it fits in with the theme of the advert but in
a less obvious way than putting an image of a young person on the advert.
The text:
the text that has been used in this advert is very direct, written in a serif
font, you can easily read it. It is also very large in size, taking up all of the
page, so the message is very clear and you understand fully what the advert is
wanting to achieve. Having the text written in 3 different colours is also a good
way of drawing the audience into the advert.
The colours:
The colours used in the advert are very bright and eye catching. The bright
orange that is used for the background stands out against any colour, and is
very easy to see from a distance. The yellow and the blue of the text are very
different form the orange and therefore stand out against it. The advert also
features black for the smaller writing at the bottom of the advert, this is used as
a neutral on this advert, because any other colour would have been to
different and distracting from the advert itself.
The layout:
The layout of the advert is simple and very easy to
follow. The writing and the image are both
centralised on the page and are the first and only
thing you see on the page. Although I think its good
that its so simple I also think that a lot more could've
been done with the layout for this advert.
The Tone:
the tone of this advert is upbeat and happy, due to the eye-catching
colours and the simplistic images used.

7. SASH- brand advert
The Image:
The image used in the the logo for SASH is an outline of a simple
green house, which is also filled in. The simplicity of the image is
great because it shows clearly straight away what the charity is
about, even if you cant read the tag line that goes along with it.
The Text:
The text saying ‘preventing youth homelessness together’ this is
also written in green and is very easy to read due to the large serif
font used. The tagline is great because it clear and straight to the
point about what SASH does, which is preventing homelessness in
youths. The ‘together’ bit refers to the volunteers and the staff at
SASH working together to help these people.
The Colours:
Green is the primary colour that is used in all of SASH’s marketing
tools. When they had their rebrand, they decided to change their
charity colour from red to green they chose this colour because
people associated green with safety and security, whereas red is
a very angry colour, therefore people associated it with danger
and trouble. I think the green and the white together look very
clean and fresh, which is great for the charity because these
colours represent them in the same way.
The layout:
The layout of this brand advert (logo) is very simple
and very effective. The logo of the charity Is on the
left hand side and is the primary pat of the advert.
The text is then to the right of the logo and aligns
with the shape of the house perfectly. This is a very
good layout for a logo because it doesn’t look
cluttered, and you can clearly see everything and
understand what the charity does just by looking at
it.
The Tone:
The tone of the advert for the charity is very fresh
and clean. Using green, a bright and lively colour
draws the audiences eyes to it immediately. The
white used looks clean and isn’t a dark
colour, which is helping to show that the charity
does good work and Is a good organization.