Evaluation

Evaluation:

As a group, our aim was to create a campaign to regenerate an underused local landmark within the community area. We chose the Baldock museum as it is very underused and neglected. My group consisted of Janvi Bhalla, Megan Byford, Georgina Paulus-Nield and myself. As a group we all contributed plans and ideas on how we could regenerate the museum into a youth club. Our campaign encourages the local residents of Baldock to get involved and help with the physical regeneration and also to encourage other people to as well. We made print and web products to target our audience as best as we could. The variety of media products we made will attract our target group, as stated in the brief. We believe we have fully understand the task given to us in the brief and completed it.

We created two linked media products, these were print products and web based products. We created three posters and leaflets, a website, two social networking pages and a short documentary. On all of our products we have included our campaign name, Youth4Baldock, our campaign slogan, “Make every regeneration count” and our logo. This makes our campaign recognisable to people in the community. Throughout the campaign we have used the same housestyle, similar colours and fonts and language appropriate for the audience. These are key conventions. We have tried to use red and green as they are the colours in our logo. These colours will be ascociated with our campaign. We have used doodles and graffiti styled writing on the posters as they will stand out to our target group, teenagers aged 13-17. We have included more information on the leaflets aimed at parents as teenagers get put off by large amounts of writing. Teenagers tend to use social networking on a day to day basis, this is why we have created a twitter and a facebook page. We put pictures of the museum in its current state across all our media products, then people will know where we are planning to put a youth club and they can see how run down it looks. We also put the same contact details across all the media products so people know how to get involved with the campaign and can find out more information about it. This is also a key convention so we made sure the information is clear to readers.

We carried out a lot of research on the task we were asked to do in the brief. We carried out surveys asking the people of Baldock where they felt was underused and what was missing, for them, in the community. The majority of people said they felt that the Baldock Museum was the most underused and felt it could be more beneficial to the community in other ways. We asked them how they would feel about a youth club and we received a positive response. They felt that teenagers didn’t currently have a safe indoor environment they could go to in their free time. By myself I also carried out research on how to target our audience and about campaigns in general by analysing existing community and national campaigns. I feel I have considered my target groups needs and interests and used local and national media to get a feel for campaigns and understand them fully, as said in the brief.

All of our products have applied the appropriate conventions, we used bright neon colours, graffiti styled writing, images and doodles in colour to attract our target group to want to read the posters aimed at them. We feel that the colours stand out more. We used duller colours and normal font and font sizes on the leaflets and posters aimed at adults. Adults would want to read more in detail about the campaign, therefore we put more information on their leaflets. As said before, teenagers tend to be more put off by large amount of writing so we limited the amount of writing on their posters and leaflet and just mentioned the key things they would need to know about the regeneration. We targeted adults as well as we also wanted the parents to get involved with the regeneration and encourage their children too. We felt the neon colours used were neutral and not ascociated with one gender. Blue is stereotypically ascociated with boys however we feel that the light blue is gender neutral and stands out so it would attract both genders. The website and social networking sites we created make it easy for teenagers to keep up to date with the latest information about the regeneration as they can access them from all forms of technology. Our slogan is very catchy and our logo targets our audience well as it has a graffiti styled circle with headphones and popcorn inside it. This makes it clear that it is aimed at the younger audience and it shows what activities would take place at the youth club.

In the interviews in our documentary, the teenagers look serious, this shows that they are serious about the campaign and there were no distractions in the video. We also had them dress casually or in school uniform to show that we got feedback and opinions from our target group as well as adults. We purposely made our documentary when the weather was cloudy and grey. This made the museum look more run down and gave it a deserted feel.

Throughout the campaign we considered rules and regulations as they are very important. We didn’t use any inappropriate language as it could be offensive to the local public. We made sure the images, colours and language used were appropriate for teenagers. We also made sure that all the evidence used was honest. Everything said about the museum was accurate and truthful.

Overall our group worked well as a team and I personally feel our campaign was successful. We all evenly contributed and came up with our own ideas. We used social networking to talk on a daily basis as a group to share out work and to make everyone in the group know what they were doing. For example, we made a facebook chat, we all used this very regularly to communicate to one another. We could also give each other our own opinions on the productions we had each made. We managed to create our print and web productions fairly early on. I made leaflet two and three and our first web page, the “home” page. Leaflet two was aimed at a general audience and leaflet three was aimed at teenagers. I included the conventions to target these groups such as; colours, font and size, headings and the housestyle.

If we could improve anything, I would have liked to create more and detailed plans for our documentary, we didn’t get any footage of the inside of the museum, just the outside because we left it too late. If we had got more footage, we could have emphasised furthermore how underused the museum is. We could have then added more pictures to our posters and website. We also then could have used more of our own images in the video and we could even have carried out an interview or tour actually in the museum itself. However I still feel that we worked well together as a team and as a group we successfully achieved the task given to us.

Analysis of existing community campaign 4

Green Gym

The "Green Gym" is a campaign created by "The Conservation Volunteers." Their aim is to improve health and well-being all over the country but to also improve on the environment at the same time. The target audience for this campaign could be nature lovers and anyone who is keen to get fit outdoors. They are also keen to preserve wildlife and keep it safe.

The website is very informative and clear.http://www.tcv.org.uk/greengym 


The logo would appear across all media platforms so it is recognisable throughout the campaign. It is very likely that the campaign would have created posters to put up in community centres etc., around the country so more people get involved, the campaign has a slogan "Reclaiming Green Places since 1959," not all campaigns have a slogan, this is very affective and readers will remember it.

This image below shows people of all ages getting involved with the campaign, this proves that the campaign would be aimed at any nature lovers that are keen to get involved with preserving the wildlife and environment.

Analysis of existing community campaign 3

Norton Common

In Letchworth Garden City lies The Norton Common, a nature reserve, a place for people and wildlife. Starting life as arable and grazing land many hundreds of years ago, the town of Letchworth was built around it in 1903 by town planners who saw it’s potential as a place where the town’s citizens could connect with nature. Generations since have used this greenspace to walk in, run, cycle and play. Many visit to see the wildlife that is on their doorstep.

A group called the "Friends of Norton Common" formed to protect the habitat of local wildlife and people of Letchworth. Working with the Countryside Management Service and North Hertfordshire District Council, they push forward with work, solving issues on the site and holding monthly work parties to carry out conservation tasks. 

"Friends of Norton Common" said: "Orange tip and meadow brown butterflies dance from wildflower to wildflower, birds such as chiff chaffs and blackcaps share their song and mammals like the black squirrel and muntjac deer peek out from behind trees. Pix Brook meanders through the site providing a vitally important source of water and creating rare marshy grassland where dragonflies and the pink spires of orchids can be spotted during summer months."


The website for this campaign was very welcoming and encouraging to join their campaign and get involved. It was clear and very informative to read. http://friendsofnortoncommon.info/ The campaign is mainly targeting adults but also families to get involved. Their logo and slogan would appear across all media platforms so it is recognisable.


It is also very likely that fliers and posters have been created and put up around the local places in Letchworth such as the community centre, doctors surgery and even the swimming pool and local cinema so teens see it as well.This campaign is successful and it will continue to be in the future.

Analysis of existing community campaign 2

Wild Stevenage

This campaign was introduced to encourage more local volunteers to promote and look after special areas for wildlife. These include community ponds across the town, as well as Monks and Whomerley Woods and Shackledell Grassland in Fairlands Valley Park.

This campaign has a website: http://www.hertswildlifetrust.org.uk/what-we-do/conservation-projects/wild-stevenage to encourage more people to get involved with the campaign.  the website is very clear and detailed to read, it has a simple yet effective layout.

They also have protests making sure that their logo always appears on banners or posters, this makes it easier for local residents to recognise the campaign across all media platforms. It is also very likely that they have fliers and posters to hand out around Hertfordshire so they can gain volunteers, not just from the local area but also in the county. They are campaigning to save the local wildlife and keep it as a safe environment for families and other residents to visit. Their target audience is really anyone in the local area that has an interest in protecting the local wildlife.

Analysis of existing community campaign 1

Baldock Town Hall 

This campaign was published in the comet as the Baldock town hall hasn't been used for years. A group called the "Baldock Town Hall Group" formed, the chairman of this group, Alison Gentle, made a proposal to the council where it was agreed by members to spend £50,000 on the building for essential repairs to bring it back into community use.

Mrs Gentle said: "We are just awaiting some final changes in wording to the lease on one remaining point concerning lease review periods and we should be there.”

The "Baldock Town Hall Group" have already planned and lined up a programme of events that can take place at the town hall, such as: a regular comedy club, kids and adults cinema club and there are also some concerts lined up for the summer. A story-telling festival is also set to be held in October, where there will be two weeks of events with the town hall being the central hub. 

The town hall on Baldock High Street has stood empty for more than three years and the group formed in a bid to use it for the arts, as well as for education and training purposes. Transforming the town hall would be very beneficial, it would attract many residents in Baldock as there would be more to do. It is very likely that the group have handed out leaflets and fliers to help with the campaign however there doesn't seem to be an official poster. it is also very likely that the group would have started a website as well to encourage the council and to get people involved. 

Mrs gentle said: "We have undertaken quite a sizeable project to bring Baldock Town Hall back into community use. We envisage a vibrant arts and heritage centre in the middle of Baldock town as an asset to Baldock and the renovation work that has been undertaken here recently."

"The group would have liked to have occupied the hall by now."

The group have been very successful wit their campaign as a 99-year lease is being proposed by NHDC, plus five-yearly rent reviews to recognise the fact that the group could change over time, and it might become more commercial in its outlook than currently proposed.

Why Regeneration?

Why do we need to focus on regeneration and getting people involved with community and green space?

It is important to focus on regeneration as it is something that can benefit everyone in an community. Regeneration can provide opportunities and make changes for the better, it can make a difference. Getting people involved will bring the community together and they would be helping to regenerate something that will be worthwhile and beneficial for them. Currently, teenagers in Baldock don't have a safe place where they can go and hang out with friends or do various leisure activities. Regenerating somewhere underused for teenagers to go will stop the stereotypical opinion people have of teenagers as they wouldn't be hanging around near supermarkets or down streets anymore. If teens have somewhere to go then they might want to be involved with activities that will take place there and they will want to be involved with the regeneration as it will be for them. They would be able to make new friends. Even though we are not regenerating a green space, it is also very important to regenerate them as areas that are overgrown and not even used could be used for any age group when regenerated. 

Public Awareness Campaign Poster Analysis

This campaign poster was made by the Home office to make people aware of the issue of abuse and that there is help available for those that are being abused. We can see that this poster is mainly aimed at teenage girls as the girl in the picture is a teenager and the first bit of writing "Are you his princess" is in a very girly font with a tiara, flowers and stars around it. This is to make it stand out to their target audience. We can also see that it is aimed at teenage girls because the second part of the heading, "and a stupid bitch the next" the language is quite strong so therefore it wouldn't be aimed at younger girls as the language used would be inappropriate for them. Around these words, are splats of paint, these could be splats of blood, showing that abuse can be very nasty as it could lead to blood. The heading is a rhetorical question, this is very effective to readers.

The girl on the poster looks very miserable, although we cant see her face we can tell from her body language, as she is sitting on the corner of her bed looking lonely and upset. She has her back faced to the window and she is hugging her knees, this could mean she doesn't want to go outside as she is scared and frightened to. This is showing that she is being abused and she should get help instead of suffering in silence, it also showing that other people should get help too otherwise they will end up like her. The colours in the picture are dull and dark, this shows that it is a negative issue.

There are two rhetorical questions underneath the heading, this is effective as it will make the readers think about if they are in the same situation and if so, that you shouldn't be treated like that. There slogan is very simple but it gets the point across very clearly, it is in bold so it stands out. It shows that if anyone is being treated in the same way as the girl in the poster, that it is abuse and they need to get help for it, this slogan encourages people to do that. In the bottom right hand corner is the logo and name of the company involved with the campaign. Underneath the slogan is information on how to get in touch with the company or to get help.

Political Campaign Poster Analysis

This campaign poster was created by the Conservative party to encourage adults to vote for David Cameron in the next general election. We know this as there is a large image of David Cameron on the left of the poster. David Cameron is using direct mode of address, he is doing this to engage with adults, it will grab readers attention and make people think that he is targeting them specifically as he is looking at them personally. He is wearing a black suit, this makes him stand out well against the white background. His facial expression is very serious, this shows he is serious about the election and that he wants to make a difference. It says "We cant go on like this, I'll cut the deficit, not the NHS." Because it says "I" it gives the impression that David Cameron said that and he will personally take action, this is very promising to his supporters and people who are not sure what party to vote for.

In the bottom right hand corner, it says "Year for change," this is showing that if you vote for the conservative party, David Cameron will change things for the better. Underneath that is a website that readers can go on to find out more information about the campaign, it also says "conservatives" in the website address, this makes it clear what party David Cameron is apart of to adults. The website address and logo above it are in blue, this is because the conservative party is usually associated with the colour blue, they usually use blue across different media platforms. The word "Change" is used twice on the poster, the Conservative party repeat the word as they really want to get their point across to people. Their aim is to change.

Public Health Campaign Poster Analysis

This poster is an NHS campaign about smoking, (National Health Service). This campaign has been made to show how dangerous it is to smoke and to put people off it who currently smoke. We know that the NHS have created this campaign because there logo is in the top right hand corner.

This campaign is aimed at smokers, particularly young adults. We know this because of the girl on the poster, she is very young and is also 'hooked' on smoking. This could also tell us that it is most popular for young adults than older adults to smoke. The girl on the poster looks sad and miserable, this could show smokers what smoking does to you and how being "hooked" on smoking isn't a fun. This poster is very shocking and eye-catching because of the fishing hook through her lip. This image is very clear about the point that the NHS are making to the public. This image would be unsettling for young teenagers and children, this would most likely put them off smoking for the future. The fishing hook through her lip would be unsettling for most people to see. The image looks very real as you can see the hook actually going through her upper lip. There are no bright colours in this poster, this shows that smoking is a dull, dark and negative habit to have. The impression you get from the poster is that the girl is unhappy because she smokes and what it is doing to her. 

The poster says that "The average smoker needs over five thousand cigarettes a year." This fact has been included in the poster because it is true and very shocking. It can also show how much money is wasted on cigarettes as five thousand of them isn't cheap.
The NHS use the word "unhooked" twice when they are showing how to get in touch if you want to get "unhooked." They use the word twice as the NHS are really trying to get their point across to the public and the word relates to the disturbing main image. People that smoke may find the image shocking, this is what the NHS is hoping for as they hope this campaign will stop as many people smoking as possible. Smokers might realise how bad smoking is for them and they might get into the process of getting "unhooked".

In the bottom right hand corner is the smoke free logo, this makes it obvious what the NHS are trying to achieve. They are trying to give a lot of support to smokers as they have given a telephone number they can call and a website address they can look at.

Feedback

From the feedback we have received, we will be more detailed in our next presentation about where our documentary will be shown, as we were not as clear about this in our first presentation. We have decided that we are going to create a TV advert/documentary that will be 2-3 minutes long. We are to regenerate the museum by doing up the outside by painting it and making it look generally nicer, we will also paint inside and use the separate rooms as different activities for the youth club; for example;e one room could have comfy chairs for sitting with friends and the other room could have a table tennis table or snooker table. We want the public to get involve by volunteering to help out with the regeneration, with painting and raising awareness.

Conventions of Campaigns

Conventions:

• Slogan- A slogan is a short phrase or sentence that is catchy. If people hear it or read it they will remember it and they will think of the campaign.
• House Style- The house style will stay the same throughout a campaign and across the different forms of media. The same fonts, images, layout and colours. This makes it easier for people to recognise the campaign, when they read it in a leaflet or see a television advert of it, they will remember what the campaign is about.
• Similar Images- In a campaign similar images will be used on a billboard, in a leaflet and online so people will recognise the campaign and they will remember what there campaigning for.
• Contact Details- The contact details of a campaign will always stay the same so people will know how to get involved in the campaign. The contact details could include a phone number, an email address or a website to visit.
• Logo- The logo is an image that represents a campaign. The logo will always appear across different forms of media throughout the campaign. The logo will therefore become familiar. 

Campaign and Community

Campaign and Community

What are campaigns?

A campaign is something that can promote a product, publicise an event or service, or raise awareness of an important issue. campaigns will educate people about current issues that are going on.

What methods of promotion is there?

• Magazines
• Newspapers
• Leaflets
• Posters/Billboards
• Social Media
• Television Adverts
• Radio Adverts
• The Internet

What types of campaigns are there?

• Threat
• Shock
• Catchy music
• Catchy slogans
• Enigma
• Famous people
• Relevant People

Current Campaigns

This picture here on the right is a poster for a road safety campaign. This campaign is specifically aimed at young children showing them how important road safety is. This current campaign is called "Tales of the road." The cartoon of the little boy in the poster will shock children as the boy is badly hurt from being run over. A cartoon was used instead of a real picture as that would be too shocking for children too see. Cartoons will interest children more.

THINK! create hundreds of campaigns a year. They provide road safety information for road users. Their aim is to encourage safer behaviour to reduce the number of people killed and injured on the roads every year. They are very good at creating awareness of road safety and showing important and life changing it can be. The poster on the left shows what you have to do to cross a road, Stop, Look and listen, this is the easiest way for young children to remember.

Advertising Techniques:

• Rule of three
• Facts and figures
• Alliteration
• Shock
• Celebrities/well known people
• Emotion
• Exaggeration
• Humour
• Rhetorical Questions

What is meant by "Community?"

A community is a group of people that live in a small place or town together. A community could also be a group of people that do things together such as a club or a social group, have the same interests and hobbies.

What areas are there in the local area that are "Community" spaces?

Baldock Community Centre: Baldock has a community Centre where people of any age can go to meet up with people and have a drink and something to eat. It also has a bar for evening organisations. The community centre has a lounge area and they serve tea, coffee and snacks all day. Its open nearly all week. There are many clubs that are run at the community centre all week, such as dance clubs, french clubs for kids, coffee afternoons for older people to socialise and many more. The centre also has two large hall spaces that are used for summer activities or birthday parties and lots of other events.

St. Mary's Church: The church in Baldock is a communal place as it holds many clubs and different activities. The church has many school visits and summer activities for kids. It also has activities for adults and older people nearly every day of the week. The church has also organised charity events in the past for the whole community to get involved with. The church has had many refurbishments lately so it isn't in such a bad condition.

Baldock Scout Hut: The scout hut holds many group activities for all ages. It holds a play group for young children almost every day of the week, where parents can leave there children when they go to work. It has clubs for children as well as adults. From dance classes to art classes or just a place where people can socialise. The scout hut holds many summer activities for children.

It is important to have places like these in the community so that people have many activities and clubs to go to where they can have fun and socialise and interact with new people. Most of the clubs are free of charge so it gives people something to do.

In Baldock there was a campaign to improve Avenue Park and make it a safer place for children to go and meet with their friends. Before it had an old swimming pool that was dangerous as it always had glass and sand in it. The park has now been improved and it is now a splash park. This park now also has new playing equipment, Avenue park is more popular now.