Court Farm Garden Care

            THE home of horticulture

Central Nursery, Old Kingston Road, Worcester Park, Surrey KT4 7QH

Telephone

020 8337 9922

Facsimile

020 8330 6457

Website

www.gardencare.uk.com

Creative and Media Level 2 Higher Diploma

Unit Five - Campaign

Alexander Lewis

Portfolio

Project Research: Research on a variety of different campaigns, considering the messages and ideas, the target audience, how they have appealed to the target audience and the success of the campaign. This research also includes detailed descriptions and comparisons of the nature and purpose of the campaigns citing a range of well-detailed examples.

Awareness Campaign

NSPCC (National Society for Prevention of Cruelty to Children): The FULL STOP Campaign

About the Campaign

The FULL STOP Campaign was launched in March 1999 in London and hosted by Cilla Black following the establishment of a new organizational strategy. That launch was the peak – up to that point – of marketing and communications integration. This campaign was the NSPCC’s way of involving everyone in society with ending cruelty to children and it brought together so many people to provide services, campaign, work with others and educate the public. It was attended by Tony Blair, HRH Duke of York (Chairman of the appeal), Baby Spice and a number of key business leaders. Throughout the campaign, on-going support from celebrities, such as Madonna and Ewan McGregor, played a key part in raising public awareness of the cause and the celebrity endorsement helped a lot.

The key involvement device used in the campaign – asking the public to sign a pledge promising to do something to help end cruelty to children – proved highly effective. A door drop of twenty-three million items reached every home in England, Wales and Northern Ireland, while a further mailing reached one million existing donors and 1.5 million leaflets were distributed face-to-face.

Advertising

TV advertising ran on terrestrial and satellite channels, supported by press advertising in national newspapers and ethnic press. There were also a total of 8,242 poster sites used throughout the country.

The advertisements picked up on this theme, all featuring a number of children's icons – including Rupert the Bear, a teddy bear and Action Man – covering their eyes as a situation of abuse could be heard going on in the background. Viewers were left to infer cruelty from what they saw or heard – a powerful, but not explicit approach. One advertisement depicted a teenager's bedroom. A Rupert the Bear mug on the bedside table carried the words ‘One word of this to anyone and you're dead’.

Nature, Purpose and Messages of Campaign

The purpose of the FULL STOP Campaign was to raise awareness of the problem of cruelty to children, to communicate that the NSPCC had launched a campaign to end the problem, to generate support, and involvement in the campaign and to create huge PR and media coverage.

The unique selling point and message that the NSPCC wanted to get across was that “Together we can end cruelty to children”

3 week campaign

The charity believes that it was the biggest integrated campaign ever launched by the voluntary sector – and probably bigger than any commercial organization had ever undertaken in such a concentrated time scale.

Children must be protected from all forms of violence and exploitation

Everyone has a responsibility to support the care and protection of children

We listen to children and young people, respect their views and respond to them directly

Children should be encouraged and enabled to fulfil their potential

We challenge inequalities for children and young people

Every child must have someone to turn to

Target Audience

adults for charity 

secondary - children so that they know to call childline 

Slogan

“Cruelty to children must stop. FULL STOP n”

Success of Campaign

As well as ChildLine joining the NSPCC in 2006, our achievements include:

creating a pioneering online counselling service, which helped more than 1,000 young people to speak out for the first time about abuse they had suffered

helping to protect thousands of children from abuse – since the creation of the Child Exploitation and Online Protection Centre (CEOP) which the NSPCC campaigned for, more than 166 networks of sex offenders have been dismantled

working with more professional groups and local agencies to keep children safe. More than 5,000 professionals use our child protection site, Inform

gathering massive public support as part of the FULL STOP Campaign

helping more than 750,000 children, young people and families through our local services

increasing the amount of public support amongst adults -in 2009 more than 80 per cent of adults regularly told us that ending cruelty to children is one of their top causes – an increase of 65 per cent from the launch of FULL STOP in 1999.

These are just a handful of the milestones we reached between 1999-2009. We couldn’t possibly cover every achievement here, as the FULL STOP Campaign brought together so many people to provide services, campaign, work with others and educate the public.

‘Increasing awareness was critical because a campaign like this was only ever going to succeed on the basis of mass support and involvement from individuals and organisations throughout the UK,’ explained Marion Rose, the charity's Head of Marketing. 

What we wanted to achieve was partnership. The NSPCC was leading the initiative, but we wanted to encourage everyone to participate in the campaign.’

‘The timing was also significant. The NSPCC had been in business for nearly 100 years – the end of the century was the ideal time to look at what had been achieved and create a vision for the future.’

A number of milestone events were arranged during the campaign period to keep its momentum going. These included a ‘Call to Action’ weekend, when campaigners went around the country setting up stalls in 1,500 shopping centres and public areas and encouraging people to sign the pledge.

‘We did have the odd qualm about the possibility of getting a negative reaction to the campaign because the advertising was very strong,’ says Marion Rose. ‘However, it proved to be hugely motivating. We were overwhelmed by support – getting out on the streets and being visible made the campaign more real to people.’

We campaign on a whole range of issues to help end cruelty to children in the UK. We also lobby for more specialist support for children who have been abused or neglected.

Campaigning to protect all children

The NSPCC's vision is to end cruelty to children in the UK. We campaign to change the law, provide ChildLine and the NSPCC Helpline, offer advice for adults, and much more. See what’s new with our work – or make a difference by volunteering or donating.

Very successful 

References 

http://www.nspcc.org.uk/what-we-do/what-weve-achieved/at-a-glance/what-weve-achieved-for-children_wda72320.html

http://openlearn.open.ac.uk/mod/oucontent/view.php?id=397345&section=3.1

http://www.nspccannualreview.org.uk/pdfs/10_Years_full_stop_campaign.pdf

Product or Event Campaigns

Apple: Think Different

About the Campaign

"Think Different" is an advertising slogan created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day. Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002. The slogan appeared to have been a play on the venerable IBM "Think" motto coined by Thomas J. Watson, with IBM having been a direct competitor of Apple in the PC market. More explicitly, the Apple slogan served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.

Advertising

It was used in a television commercial, several print advertisements and a number of TV promos for Apple products. 

Television Commercials

Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones", directed by Chiat/Day's Jennifer Golub who also shared the art director credit with Jessica Schulman and Yvonne Smith. The voiceover was by Richard Dreyfuss. An unaired version featured the voice of Steve Jobs.

The words "think different" were created by Chiat/Day art director Craig Tanimoto. The text of the various versions of this commercial was written by Rob Siltanen and Ken Segall.

The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl (identified as Shaan Sahota, Singh's niece) opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh.

The thirty-second commercial was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, followed by Jerry Seinfeld. This version aired only once, during the series finale of Seinfeld.

Another early example of the "Think Different" ads was on February 4, 1998, months before taking the colors out of the logo, where a commercial aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.

Print Advertisements

Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan.

There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products. The familiar faces on display included Jim Henson, Richard Feynman, Maria Callas, Miles Davis, Martha Graham, Ansel Adams, Cesar Chavez, Joan Baez, and others.

Promotional Posters

Promotional Posters from the campaign were produced in small numbers in 24 x 36 inch sizes. They featured the portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner. The posters were produced between 1997 and 1998. There were at least 29 different Think Different posters created.

Nature, Purpose and Messages of Campaign

The Apple Campaign served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.

Target of Audience

Success of Campaign

Upon release, the "Think Different" Campaign proved to be an enormous success for Apple and TBWA\Chiat\Day. Critically acclaimed, the spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.

In many ways, the new ad campaign would mark the beginning of Apple's re-emergence as technical giant. In the years leading up to the ad, Apple had seen many of even its most staunch supporters switch over to other competitors in the market offering more sophisticated and better equipped processors. Even worse, the company had lost hundreds of millions of dollars due to the failure of Apple Newton, a billion-dollar project that proved to be critically, and commercially, unsuccessful. Appealing to the "counter-culture" image Apple had gained in its earlier years, the "Think Different" campaign, along with the return of Steve Jobs, put a bright spotlight on the company and consequently on many of the new products that were being announced, chief among them the immensely successful iMac personal computer and later the Mac OS X operating system.

References

http://en.wikipedia.org/wiki/Think_Different

Comparing Campaigns: Comparison between both of the campaigns.

90,000 and 150,000 words

Record
A record can take many forms. From a diary to a photograph, and interview to a film, the success of a record depends on the appropriateness of the mediums you choose. Whatever type of record you make, similar activities take place. You need to understand the medium you will be using and plan carefully to ensure the recording is successful. You should take and active part in the recording process and check that you have achieved what you planned to do.

Identify the challenges

The Brief
The Outcome

MG-42 

Feed-cover catch

Operating Handle 

Rear sight (foldable) 

Barrel-release catch 

Barrel

Bipod catch

Recoil booster

Flash hider

Ways to Record

Film - Camera

Audio/Music - Camera, Video Recorder, Computer, Phone

Books/Text - Computer - Word, Pages, etc

Information - Internet 

Visual Arts

Exhibitions

Portfolio

Moving Image

Colt M1911A1

Creative and Media Diploma

Unit Four - Record 

Research - Interviews 

Alexander Lewis 

Rod Glenn Interview 

Sinema Novels - The Northumberland Massacre and Sympathy for the Devil

Me: I’ve only just completed ‘The Northumberland Massacre” and found it bloody brilliant. The scene, characters and your style of writing. Absolutely incredible. The only reason i came across it was because my mum told me about it. 

Rod: Thanks very much, chap. 

Me: So how did you come up with this serial killing madman character?

Rod: Well, even though I’m not a butcher 

Me:

Oliver Bowden Interview 

Assassin’s Creed Novels - Renaissance, Brotherhood and Revelations

Me:

Oliver:

Me:

Robert Muchamore 

The Cherub Series

Me: Hello Rob, I’ve read all of your Cherub series and every book was absolutely sensational. I couldn’t put them down and once i started reading in the evening I was up most of the night.

Robert: Thank you very much. 

Me: Thank you for your time.

What is it you plan to do?

I plan to create a book that is based upon a game (mafia II) this way i’ve already got a story line and it’ll take less time to write than from making one from scratch. I’ve decided to create a book based on a game because i’ve always enjoyed writing, art, gaming, etc and this will make writing a book much more easier. 

Who’s your target audience?

My books aimed towards a more mature audience, since my book will contain very strong language and strong violence. Over eighteens.

When by? - Time scale 

Writing a book usually takes years to complete, however I’m going to use the story line from Mafia II, which will reduce the time scale down. 

How will you go about doing it? 

I will use information, story line, etc from the game and the internet and write everything down using Microsoft Word and a notepad. 

How will you record the process?

I plan to record the process of my book by using Microsoft Word on my computer at home, as well as using my blog so that others can view my progress.

What potential barriers can you see getting in the way of success?

My computer could possibly get a virus, deleting the work, etc, but if that was to occur I would have to do my work on paper whilst the computer is getting fixed, or start from scratch. This would therefore extend the deadline for the story to be finished. I could also use a memory stick to make sure that I won’t lose any work. 

Research and investigations - document for my type of medium

What is a novel?

A novel is a fictional piece of prose usually written in a narrative style. Novels tell stories, which are typically defined as a series of events described in a sequence. The novel has been a part of human culture for over a thousand years, although its origins are somewhat debated. Regardless of how it began, the novel has risen to prominence and remained one of the most popular and treasured examples of human culture and writing.

There have been stories and tales for thousands of years, but novels must combine a few unique characteristics in order to be defined as such. First, a novel is written down, rather than told through an oral account. Secondly, novels are meant to be fictional in form, differentiating them from myths, which are said to have their basis in reality or theology. Although some modern scholars argue differently, there is no truly established guideline for length, point-of-view, or even establishment of a moral or philosophical point in novels.

Creative and Media Diploma - Unit Two - Records - Animation

Me and my group was set a task of creating an animation using a camera and stand to take twenty-five images per second. First of all we made a brainstorm, which we wrote down all our ideas for a funny animation. We used modelling clay to create a park - a pond, trees, birds, benches, people and a meteorite to be within our animation. All our group took part in the production of the animation, I took the images using the camera, Anthony took images of the production and did the voices within the animation, Sophie moved the modals, etc. We transferred all the images from the camera onto the laptops and put it together on Imovie. After the animation was completed we presented it to the rest of the class and they  found it hilarious, specially with anthony's voicing. Me and my group worked well together.

Documentary - Creative Media Diploma

At my Creative Media Diploma me and my small group of colleges are putting together a documentary, which will contain information, pictures, interviews, etc. on what each of us want to do in life.  My part of the documentary contains a slideshow of game images, information about computer gaming, game designing and more, and a interview. It will then be viewed by are parents and friends.