Journal Entry 10: Oxfam

While commuting on London's Tube, I came across an advertisement promoting the work of an organization working for social change throughout the world and specifically here in London. I especially became interested when I was walking down New Bond Street and came across a store with the same logo. The organization is called Oxfam and they work in countless countries all over the world in order to provide global help to individuals in order to combat poverty and injustice. Their mission statement is as follows: “Oxfam is an international confederation of 14 organizations working together in 98 countries and with partners and allies around the world to find lasting solutions to poverty and injustice. We work directly with communities and we seek to influence the powerful to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.” There is currently one billion people throughout the world today living in poverty. This organization has taken this serious epidemic currently existing within society today and making tremendous leaps forward in the betterment of countless people’s lives. They have stores set up throughout London in which they sell donated clothes and various items that ultimately go toward their effort. You can shop online on their store and learn even more about the organization. The add I came in contact with originally was:

I personally think this specific advertisement makes less of a very serious issue and I believe the organization can produce a more powerful message to have in London's tube stations. There is no visual pictures to grab one's attention and the paragraph of words can not be quickly read by a commuting Londoner who is on the go. Also the advertisement next to it clearly dominates the attention of a Tube goer and therefore further fails to gain the attention it needs.

The store I then walked past was:

Their website has it all. It describes ever aspect of their work, every country they work in, every social issue they are combating globally, news reports currently affecting their cause and an endless resource of visual media featuring their work and individuals they have helped. Here is a video featuring the story of a woman struggling with poverty in the UK. Their website link is: http://www.oxfam.org/

Journal Entry 9: Subtle Messaging on Television Promoting Political Social Change

This week I came across something very interesting while watching a television program in London. One aspect for these journal assignments is to take note when we, as consuming viewers, are subject to subtle messaging within our daily lives here in London. This week I was watching the television program CSI:Miami in my flat in London and came to realize the program’s blatant product placement and social political agenda that was implemented into one of their episodes. At the end of the episode, a scene featured a conversation between the main detective, Horatio Caine, and his son. His son is currently fighting in the war in Iraq and Skyped in from Afghanistan to talk with his dad. During their Skype conversation on the computer, the Skype logo was visibly apparent on the screen. Consumers of this program are unknowingly being subject to product promotion through the implementation of this logo. What was most interesting was the conversation that took place between the father and son. The son was blatantly promoting the war in Afghanistan and relating conservative social ideals to influence the viewing audience. The program turned from a form of entertainment to a media platform used to project political ideals onto an audience. For example, Horatio asked his son how his time in Afghanistan has been. The son responded by telling a story from his day in which him and some fellow soldiers helped in building a school for the children of the struggling country. One quote included, “It was amazing to see how our work here is changing the lives of the people here. We gave those kids a chance at a new life today.” Horatio responded to these comments by expressing how proud he was of his son and how important it was for him to continue his work there in Afghanistan. The average viewer is unknowingly being influenced on the social political attitude of a network demonstrated through their television program. By visually displaying a soldier in Iraq and portraying his life there in such a positive way, it creates an image for the viewer of what is going on there. It is obviously an incorrect depiction and therefore, it is wrong of this television program to be implementing such political agendas that have such strong influences on their consuming audience. The conservative agenda of this television drama is a blatant form of media used to influence social change within society. It is evident the writers of the show are working to promote support of the war in Iraq. Every one has the privilege to have opinions of their own and I believe it is wrong to give such a constructed view of the war to consumers who have no real insight into what is actually taking place there. The show is giving a representation that they hope their viewers will believe as real because at the end of the day writers of a television program are creating a visual world for the audience to think of as real. It is important for all viewers to be aware of the subtle messaging taking place on television today. Here is the father and son discussed from the episode:

Journal Entry 8: "Don't Let Your Friendship Die on the Road"

While traveling along my normal commute on the Tube in London, I came across a striking media campaign plastered on the wall of the underground. With help from the company STARK, a road safety campaign from Transportation for London has created a social media campaign geared toward teen safety in London. It urges teens in London to look out for their friends and overall to promote safe behavior while traveling on the roads in London.  An example of the media posters they have created that are seen throughout London is below:

Clearly this is a powerful message with a striking image.  Upon further research into this media campaign, I came to see that the campaign began in 2007 because of the high level of teen pedestrians who were injured in traffic accidents on the roads of London. Staggering statistics include: In 2007, 545 young pedestrians were injured or killed in road traffic accidents in London and about a quarter of all teenage pedestrian casualties occur on the way to or from school. Young road users are distracted by peer pressure, mobile phones, rollerblading, skateboarding, etc. and are therefore more at risk. According to Transport for London their work started because, “Many of these accidents could have been avoided if the victim had been more aware of the risks of London's roads. That's why we're working to get young people to take extra care and pay more attention when using roads. The campaign's theme, 'Don't let your friendship die on the road' is based on the insight that friendship is one of the most important things in young people's lives. As young teenagers are more likely to be involved in a road collision than any other age group, posters will be placed close to schools and busy areas across London.” The pictures show young actors who at first look like they are leaning against a wall but it then becomes evident that the teen has been involved in a fatal traffic collision. The message is clear, simple and powerful. You can instantly recognize the age demographic which they are targeting because the actors are obviously very young, the above picture features an actress with braces. As a youth myself, I took the ad very seriously and am consequently more aware of this problem in London. I notice the image each time I come across it because it is impossible to ignore. This further contributes to its effectiveness because its message is impossible to avoid or to not understand. Overall, this is an important issue that London has chosen to focus on and their media campaign is an effective and powerful way to spread awareness to London’s youth. They have gone even further from their print media platform to produce a radio advert to dramatize the effect of youth death. It features a teenager reading a eulogy at their best friend’s funeral. Here are other examples of posters I have come across:

Journal Entry 7: "Smoking Kills"

I came into contact with a powerful PSA currently taking place within the tobacco industry. When I first saw it, it was absolutely shocking, however, I could not be more pleased with the overall campaign. On the cover of each cigarette box that an individual user purchases, the following words are printed: “Smoking Kills.” It serves as a reminder with each purchase any every puff of a cigarette that a consumer takes that they are partaking in a physically dangerous activity that will eventually kill them. The words are simple and powerful. They make a strong point in the most effective manner possible. I first saw this in London and thought at first it was possibly just occurring within London and the specific company that I came in contact with. However, since seeing this cigarette box, I have now come to realize the span this campaign has taken. After the first sighting of this campaign, I then saw it throughout stores in London and upon my most recent trip to Paris witnessed the exact same campaign occurring within France.  It was even more astonishing to witness this advertisement in Paris due to the rampant cigarette smoking population within Paris. In London there is definitely a large population of smokers, however, it does not nearly compare to the popularity of this act within Paris. For such a tobacco driven city to be subject to this campaign was powerful to witness. Overall, I think the message is powerful and an effective way to literally reach each individual smoker directly. At the end of the day, addicted smokers will most likely bypass the message on the label; however, it is a way in which to ultimately prevent future smoking from partaking in this terrible habit. Youth of today will grow up and see the association of cigarettes with the branding represented on the box and will choose to not smoke. This a profound step forward in the fight against the powerful tobacco industry. 

Journal Entry 6: WaterAid

I came across a media campaign for social change here in London today as I was watching TV in my flat that was broadcast in order to gain support for struggling countries seeking clean drinking water. The organization is called WaterAid and their mission statement is: “WaterAid and its partners use practical solutions to provide safe water, effective sanitation and hygiene education to the world’s poorest people. We also seek to influence policy at national and international levels.” In my own words their objective is to receive donations in order to fund the work they are instituting in these desolate countries in order to provide drinkable water for villages to survive on. The original commercial I saw on television was a media ad similar to that of save the Children where they depict real images of suffering individuals in impoverished countries. As I went on to research the fundraising organization, I came across the video media work they have produced. I was interested by their organization because the ads they have created are unique and powerful. Below is one of my favorite commercials they have produced:

Especially living in the bustling metropolitan city of London, life is fast paced and technology, information and improvements grow here each day. This ad takes the common city goer who partakes in these every day activities: walking to work, showering, drinking fresh water or doing laundry; and makes the situation real by depicting how these normal every day tasks can be drastically different. It puts us in the shoes of the people who have every day struggles we cannot even begin to imagine having to incorporate into our lives. I thought the message was powerful, relatable, and concise and grabs the attention of the common viewer. The target audience is meant for a wide range of individuals but mainly ages 25 and up as it specifically depicts people in the work place. By logging onto their website anyone has the ability to easy become part of their effort and learn all the facets of their charity. 

The link is as follows: http://www.wateraid.org/uk/default.asp

Journal Entry 5: CLIC Sargent at Tesco

While watching TV at my flat here in London, I was subject to yet another example of media for social change. This campaign for social improvement was intermixed into an ad for the local discount grocery store here in London, Tesco. The average television consumer would think they are watching an ad for Tesco but in fact they are being subject to a social media campaign while watching their daily television. The ad appeared at the very end of a normal advertisement for Tesco. The ad was for Tesco’s support for the charity CLIC Sargent. CLIC Sargent is the UK’s leading children’s cancer charity and their mission is to research treatments to provide hope and care for the UK’s sick children. Upon further research into the correlation between Tesco and CLIC, I discovered that CLIC is actually the chosen charity of the year by Tesco for the year 2010. How might Tesco actually be helping this charity? I came to discover that Tesco is actually aiming to raise 5 million pounds for the CLIC Sargent charity. The money they raise will, “help fund specialist children’s cancer nurses so that children with cancer can spend more time at home and less time in hospital.” The money they hope to raise will be done by product promotions in their stores where if a customer buys selected items, a portion of those sales goes straight to the charity. Tesco and CLIC have even come together to create a comprehensive website together where the Tesco shopper can log online and donate immediately.

The link for their website is: http:/www.clicsargent-tesco.org.uk.

Tesco has created a telephone hotline as well to assist in their donations. The target audience for this specific campaign is mostly aimed toward mothers. Mothers have children of their own who they watch over and try to protect from illness and are the direct consumers due to the fact they are the primary Tesco shopper. Overall, these two large organizations teaming up together like this is a recipe for success. They are able to pull funds, media outlets and raise double the amount of money by working together. At the end of the day, the target audience might in fact be mothers but with Tesco’s well-known name and avid media use on television, the ad for CLIC Sargent has wide coverage and can spawn all television viewers.

Journal Entry 4: ActionAid

This weekend while taking the tube back home, I took notice of a large social media change ad that was posted along the walls of the tube stop at Russell Square. The ad was for the organization ActionAid. The ad was huge, spanning the length of the large wall at Russell Square. The mere size of the ad grabs the attention of the average traveler along the tube. I found their placement in London’s tube to be a very smart location for the fundraising campaign. When the average commuter is traveling along the tube, they stand at the edge of the platform waiting for the next train to arrive. You have nothing to do while you wait so your attention goes straight to the ads posted along the walls. This specific ad was smack in front of the platform along the wall so it was impossible to miss. This organization targets fundraising and support for a broad range of important issues including hunger, education, economic justice, HIV and AIDS and women’s rights. Therefore, the target audience spans all tube travelers. Their work involves support from all men, women, teens, young adults and children in London who are able to support their foundation. Regardless of its great location, however, their ad itself was somewhat vague and not impacting.

It depicted a woman who looked joyous and happy with the words “what a feeling” next to her. I did not make the connection of what the organization really was until I went on to read a few sentences included in the advertisement. Upon further research of this specific ad, I came across other critiques made about the poster. One viewer stated, “I didn't realize that Action Aid's charitable purpose was as much about improving the emotional wellbeing of the middle-aged sufferers of existential crisis. It's a nice spin off I guess, but are they volunteering for the right reasons?” Overall, it was an inadequate attempt by the organization to create an effective media campaign. The only reason I am now so familiar with their work is because I went home and logged onto their website to understand exactly what the organization did. Their ad might have been vague but their website was quite the opposite. Their website is divided into five easy to access sections that explain the work they do and how one can easily become involved. The five sections include: about us (describing who they are), what we do (details of the exact work they are doing), what you can do (how to become involved), schools (the work and curriculum they are implementing into the school systems), and news and views (updating web visitors on the improvements they are constantly working on). Their mission statement is as follows: “ActionAid works with local people to fight hunger and disease, seek justice and education for women, hold companies and governments accountable and cope with emergencies in over 40 countries. We want a world without poverty, where nobody goes to bed hungry.” A unique aspect of this organization that I admire greatly is a project they created called “Celebrating Your Wedding with Us” under the ways to give section. Their wedding campaign asks any future brides and grooms to have their guests donate to their cause rather than ask for actual wedding gifts. It is a special project that privileged couples can participate in and make a great difference in the world. Supporters of the organization can see exactly where their money is going and can get involved through supporting a priority project, sponsoring a child and campaigning with ActionAid. Below is an example of one of the video media campaigns ActionAid has produced: