Analysing Cross Media Campaigns
Who is running the campaign?
The NSPCC
What is the campaign about?
The campaign is about abuse in the UK towards children. Child abuse is at an unexpected high number and the NSPCC is trying to pin-point the problem and stop it.
What type of campaign is it?
The NSPCC is a charity organisation. We know this because charities ask for money to help stamp out the problem they are trying to get rid off, this is the same with NSPCC.
What do they want the audience to do?
What type of campaign is it?
The NSPCC is a charity organisation. We know this because charities ask for money to help stamp out the problem they are trying to get rid off, this is the same with NSPCC.
What do they want the audience to do?
What they want the audience to do is donate and help the charity they let them do this in different ways.You can go onto their website and donate an amount of your choice. You could also join in on one of their events, you can join in on one of their races and get yourself sponsored. All the money raised would go straight to their work. You can volunteer your time to join in with the NSPCC. Or you can simply start a fundraiser, you can do a bake sale, a coffee morning, anything just raise money and awareness for NSPCC.
Who are the specific target audience?
The main way that campaigns like the NSPCC advertise their views is through television and magazines, mainly in magazines about real life traumas. They'll be a story about how somebody was beaten by somebody else and then if you keep going, there will most likely be an advert. The people who are most likely to read this are woman, mainly mothers. So that is the specific target audience, mothers. They know that mothers would have a soft spot for these poor children because they would just imagine that if it was her child, she would put a stop to it. This way they can get money out of the mothers because the NSPCC know they will help.
How does the media product 'speak' to the audience?
On the advert for the NSPCC, they have a more persuasive type of speaking. As if they are telling the audience to help this poor and helpless boy or girl by calling the hotline or visiting the website. Phrases like 'Don't wait until you're certain' and 'Don't talk yourself out of it' sound like somebody is saying 'you should tell somebody about what might be going on. It could be nothing but don't wait until certain, there might not be much time'. There slogan is also very demanding, 'Cruelty to children must stop. Full Stop.'. This is as if to say that they need your help, if they said a line like 'Don't talk yourself out of it' then said that afterwards, you'd feel like you want to help. That is why their campaign is effective, they are demanding and direct, it works well to poke holes in guilty mothers.
What media products are used in this campaign?
They use many different of public advertisement to spread the word on their cause. They use methods like:
How can the public tell if these adverts are from the same campaign?
A campaign as big as NSPCC has to be noticeable and recognizable. The things that NSPCC put on all of their posters are:
Who are the specific target audience?
The main way that campaigns like the NSPCC advertise their views is through television and magazines, mainly in magazines about real life traumas. They'll be a story about how somebody was beaten by somebody else and then if you keep going, there will most likely be an advert. The people who are most likely to read this are woman, mainly mothers. So that is the specific target audience, mothers. They know that mothers would have a soft spot for these poor children because they would just imagine that if it was her child, she would put a stop to it. This way they can get money out of the mothers because the NSPCC know they will help.
How does the media product 'speak' to the audience?
On the advert for the NSPCC, they have a more persuasive type of speaking. As if they are telling the audience to help this poor and helpless boy or girl by calling the hotline or visiting the website. Phrases like 'Don't wait until you're certain' and 'Don't talk yourself out of it' sound like somebody is saying 'you should tell somebody about what might be going on. It could be nothing but don't wait until certain, there might not be much time'. There slogan is also very demanding, 'Cruelty to children must stop. Full Stop.'. This is as if to say that they need your help, if they said a line like 'Don't talk yourself out of it' then said that afterwards, you'd feel like you want to help. That is why their campaign is effective, they are demanding and direct, it works well to poke holes in guilty mothers.
What media products are used in this campaign?
They use many different of public advertisement to spread the word on their cause. They use methods like:
- TV Advertisements on a lot of different channels. On freeview and on Sky channels.
- They may have adverts on the internet too. On websites that are related, for example, the Take A Breaks magazine website.
- They can have public advertisement, on places like billboards, bus sides and bus stops.
- They could also have adverts of their campaign in related magazines and in the general newspaper.
How can the public tell if these adverts are from the same campaign?
A campaign as big as NSPCC has to be noticeable and recognizable. The things that NSPCC put on all of their posters are:
- Firstly, the campaign is about beaten and abused kids. There will usually be a picture of a child who either looks unhappy or beaten. Once you see an image like that, you know it'll be NSPCC.
- They'll obviously have their logo on it. NSPCC will be on every single one of these poster and adverts.
- They have a distinct use of the colour green, that is very recognizable for these sorts of adverts.
- They have their help line, text number and web address.
- They always have some sort of slogan or phrase to help persuade the audience to tell if they see anything.
What persuasive techniques are used in these adverts and how are they effective?
A good way of being persuasive in adverts is by talking directly to the audience, 'If you spot anything bad happening, please tell us'. This will make you think if you have seen anything bad and if so, then you will call them up. They also say the word 'please' a lot, it doesn't seem like much, but saying please does help. If somebody asks you to do something and then said please, you would do it because they asked politely and nicely. It's the same in persuasive advertisement. The last big factor is putting the faces of the kids that are in need on the posters. This helps send the people looking at it into a small guilt trip, saying things like 'my small 5 pound donation can help a child like that'. It helps play with the readers mind.
Where would we see these adverts?
These adverts would be placed up nice and big on billboards and bus stops so a lot of people can see them. They'll be on TV adverts during shows where mothers are watching. For example, Coronation Street, Emmerdale and Downton Abbey. They'd be played on radio stations that mothers would listen to, Magic FM and Hearts FM. They'd also be put in gossip magazines that mothers read, anything that the mothers can see, then it'll be read.
How long has the campaign been running for?
The NSPCC was founded in 1884 and their vision of making this nation a child abuse free land still stands strong today.
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