Unit 1 AC2.2 Design materials for use in campaigning for change

Question 1

Structure of information

Answer 1

Consider what is best to make sure you capture your audiences’ attention without confusing them or giving them too much information.

This is particularly important with regards to posters and leaflets. You also need to make sure your information follows the typical conventions of whatever you plan to make, so look at the layout/structure of similar items for ideas.

For example, regarding a poster, how much information doe the typical poster carry? What information is it? How large or small is the information?

Question 2

Use of images or other accentuating features to capture attention

Answer 2

This could be your own image/feature, or something you find while researching that seems to capture the essence of your campaign.

It could, for example, be an image of a person, but does not have to be. Consider how the image or feature links to your campaign and how it will grab attention.

Question 3

Use of persuasive language

Answer 3

The point is to promote an awareness of the campaign and bring about a change, so you need to encourage your audience to act or help bring about the change.

Persuasive language is essential, for example, ‘You should…’ ‘You’d be better off…’ ‘You don’t deserve to be…’

Try to play on people’s emotions where appropriate and use direct language, i.e. ‘you’, ‘your’

Question 4

Promotion of action

Answer 4

Try to include verbs to direct people to act. For example:

• Stop
• Get help now
• Do something about it
• Join in

Question 5

Consideration of target audience

Answer 5

Your target audience is fundamental, so you must consider who you are aiming the materials at and how your methods, approach and design will target them.

Use an image that they can relate to and wording that they would use and understand. If it becomes confusing, and audience will not react.

Question 6

Alignment with campaign

Answer 6

Your materials should have consistency with each other, and they must also link to the other parts of your planned work. This is appropriate even if you plan but do not design or carry out other aspects of the campaign. Consider using the same images, campaign logo and colouring across your designs for instant recognition of your campaign by the public.