Charity Advertising Brief - Media

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Charity advertising brief

Dear Deborah,
Many thanks for your recent letter concerning the advertising campaign that you wish us to design for you. We understand that the new campaign will be associated with these areas: abuse through prostitution; domestic violence; parental neglect; drug and alcohol misuse and teenage pregnancy. We also understand that these adverts are aimed at the general public and designed to raise donations to the charity and encourage people to offer their services to barnardos and the children. Finally we know that barnardos was formed in 1867 with the ragged school designed to help forgotten, vulnerable, abused and neglected children in east London and that barnardos aim now is to free all young people from lives of poverty, discrimination and abuse.

We have analysed your previous advertising campaigns (including: ‘giving children back their future’; ‘child poverty’ and ‘new life’) and have found that most – if not all – use shock tactics with powerful and shocking images and iconic and memorable strap lines/slogans. They also contain the same or a similar design style; most having a shocking image with an informative or meaningful strap line and slogan. Using the 2003 child poverty campaign as an example – we can see a child lying on its back, but we can only see the top half of the child because of the close shot from the camera. We can see it is coated in some kind of slime (meant to represent the blood from birth) and wearing a nappy and an identity tag. The meaning of these props and costume signify that the baby has been recently born showing the baby is more vulnerable than a grown person, also the high angle shot makes the baby seem even more vulnerable. The lighting is bright and colours are vivid to signify that the baby is in a hospital which is meant to be clean meaning the appearance of the cockroach seemingly ‘climbing’ out of the baby’s mouth signifying the supposed poverty of the child is very shocking indeed; the...
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