Charity shelter campaign

Campaigns make your feel

• Sad
• Guilty
• Tug on the heart strings
• Grateful
• Considerate

Target audience is A, B and C demographics who are usually settled and 25+.

Children are often used because they are innocent, have no regrets and do not deserve to suffer.

Techniques used:

• vulnerable, innocent humans.
• People whose rights are neglected.

George Gerbner- Desensitisation

• We are being cultivated.
• We do not realise the issues because we have become immune.

Mean world syndrome

• Emotional shutdown.
• Issues normalised/accepted in society.
• Humanised to human brutality.
• Losing empathy.
• Heavy exposure to violence in media numbs us.
• We have a wet appetite for wanting to see violence.
• Children are exposed o 5 scenes of violence a day.
• 5% addicted to violence.
• Accepting violence is normal.
• Storytelling driven by marketing- less caring.

Shelter

• Thousands of people loose their homes because of relationship breakdown.
• 2 minutes, someone faces loosing their home.
• 1million come for advice and support.
• Shelter helps people find homes and keep them and finds the root to their problems.

Shelter 2011 campaign

• Founded in 1966 in London.
• campaign launch0 poster ads, Facebook and mobile messaging.
• Poster campaign launched in 4 towns for 6 weeks.
• Adverts directed by ken Loach.
• Adverts want to shock and stand out without gimmicks.
• Wanted people to empathise with real people.
• Posters use direct mode of address.
• 1 in every 200 people in UK are homeless.
• Over 300,000 homeless in Britain.

Charities should include:

• Phone number/website.
• Tag line/ slogan.
• Rhetorical question.
• People/ children/ animals.
• Vulnerability.
• Reality.
• Direct mode of address,
• Price of donation.
• Company facts/ stats.
• Celebrity promotion.