Shelter Advert
Shelter Advert
What does a charity advert need to do?
● Needs to be clear about what they stand for (goals, expectations)
● Needs a clear motive for their work
● To create a response in their audience
● Make the audience want to take action
● Inform their audience as to how they can help
● Inform their audience that the problem is
● Offer facts and statistics about the problem
Joe Torres Advert
The Joe Torres advert is good as it is clear about what it stands for and what it wants to prevent, and goes a good job in creating an impactful response in their audience; they want to help out to solve the problem being shown. It tells the audience how they can help by listing the charities logo so that the audience know who to donate to. What's more, it lists some detailed statistics about the problem, further making the audience want to take action.
Shelter Advert (2011)
What does a charity advert need to do?
● Needs to be clear about what they stand for (goals, expectations)
● Needs a clear motive for their work
● To create a response in their audience
● Make the audience want to take action
● Inform their audience as to how they can help
● Inform their audience that the problem is
● Offer facts and statistics about the problem
Joe Torres Advert
The Joe Torres advert is good as it is clear about what it stands for and what it wants to prevent, and goes a good job in creating an impactful response in their audience; they want to help out to solve the problem being shown. It tells the audience how they can help by listing the charities logo so that the audience know who to donate to. What's more, it lists some detailed statistics about the problem, further making the audience want to take action.
Shelter Advert (2011)
The advert is aimed at those that have the luxury of having a place to live in, without the fear of falling into a housing emergency. It is also aimed at government officials who may then be compelled to make a difference using their authority. The purpose of the advert is to make these people feel bad enough for those that are homeless or feel sorry for them, and be persuaded and encouraged to take action and help prevent a housing crisis. Their ideology believes that everyone has the right to a safe home.
The red colour scheme is there to make their message stand out and have a sense of danger and urgency. They have used those faces as they are all adults, appear to be sad and unhappy, and are vulnerable. Their faces are close-up as it lets the reader know that they are the main subject, and they are the ones who need their aid. The font is on their face so that the main message stands out to the reader, and also lets them know that the text voices the thoughts of those pictured in the adverts. Their logo seemingly represents a roof of a house, which symbolizes a place of shelter, which is also the name of their charity. The white text on the bottom of the ad is the only text not to be red, which can make it stand out, and compel the reader to read it; by doing this, they gather information on the charity and its cause.
Context
Shelter is a UK based housing and homelessness charity, meaning they have less money to spend on advertisements. Their campaign targets liberal reformers and carers of either gender. The main focus of the campaign is to direct potential charity users to seek advice and help. Their advert was on Facebook and mobile messaging sites for only 6 weeks.
They hoped for audience identification with ordinary people in distress, which was a key selling point for many charity campaigns with social realism. They had a duel target audience: those who were experiencing problems and those who could help via donations. The advert was key to being distributed at this time as the effect from the 2008 UK banking crisis were still being felt by many.
Shelter hoped the campaign would take clients to online advice pages via the Shelter website. Creative communication ad agency Amplify sequenced campaign specialized in non-traditional media approaches. Their campaign was pro bono, and features a three poster design, all of which used extreme close ups.
The red colour scheme is there to make their message stand out and have a sense of danger and urgency. They have used those faces as they are all adults, appear to be sad and unhappy, and are vulnerable. Their faces are close-up as it lets the reader know that they are the main subject, and they are the ones who need their aid. The font is on their face so that the main message stands out to the reader, and also lets them know that the text voices the thoughts of those pictured in the adverts. Their logo seemingly represents a roof of a house, which symbolizes a place of shelter, which is also the name of their charity. The white text on the bottom of the ad is the only text not to be red, which can make it stand out, and compel the reader to read it; by doing this, they gather information on the charity and its cause.
Context
Shelter is a UK based housing and homelessness charity, meaning they have less money to spend on advertisements. Their campaign targets liberal reformers and carers of either gender. The main focus of the campaign is to direct potential charity users to seek advice and help. Their advert was on Facebook and mobile messaging sites for only 6 weeks.
They hoped for audience identification with ordinary people in distress, which was a key selling point for many charity campaigns with social realism. They had a duel target audience: those who were experiencing problems and those who could help via donations. The advert was key to being distributed at this time as the effect from the 2008 UK banking crisis were still being felt by many.
Shelter hoped the campaign would take clients to online advice pages via the Shelter website. Creative communication ad agency Amplify sequenced campaign specialized in non-traditional media approaches. Their campaign was pro bono, and features a three poster design, all of which used extreme close ups.
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