Charity Adverts

 Conventions of charity adverts

  • Direct address
  • Limited color pallet
  • Sympathetic tagline
  • Lots of print and information
  • Artistic emotive imagery
  • Facts and statistics
  • Emails, numbers, addresses, websites

Shelter

To provide housing for people who have lost their homes


Context 1

  • Shelter is a UK based charity which helps the homeless. Because they are a charity, they have very little funds to spend on advertising and marketing.
  • Campaign is targeted at liberal reformers and carers who are family oriented and of both genders.
  • Main focus of the campaign- to direct potential charity users to seek advice and help 
  • Maintain limited production values, campaign focused ads.

Context 2

  • Hopes for 'audiences identification' with ordinary people in distress- a key selling point of many charity campaigns in this element of social realism.
  • Socio/political context- effects were still being felt from the 2008 UK banking crisis where 1000s lost their jobs. 

Context 3

  • Shelter hoped the poster campaign would taker clients tov online advice pages via shelter website
  • Creative communication ad agency Amplify sequence campaign
1. Why that color scheme? Vey eye catching and relates to the color of the shelter logo, making it easily associated with the charity
2. Why these particular faces? Meant to look like everyday people all of different ages, genders, ethnicities and backgrounds showing that it can happen to anyone
3. Why so close up? Meant to show the emotion in the models faces and make you sympathize with them, furthermore, a form of direct address them staring back at the viewer.
4. Why position font across the face? to make it seem though the person is saying it themselves also to be eye-catching and associated with the brand. it is also playing on the trope 'its written on their face'
5. What is interesting about the logo? the logo has  the outline of a house  What does it mean?

Statistics about homelessness
200,000 individuals and families are homeless today
People who live on the street are 17 times more likely to be the victims of violent crimes
in the last 11 years, nearly £1bn each year has been cut from council services that help the homeless


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