This campaign
was produced by Cancer Research UK, the campaign has been distributed over traditional
media channels such as on billboards, posters and on buildings and busses, it’s
also been distributed over modern media channels such as on social media’s like Instagram,
Snapchat, Facebook and Twitter, on websites and digital posters.
The target audience for this campaign is both male and female, aged 13-40 of all classes (A,B,C1,C2 & E), due to the fact that anyone can be diagnosed with cancer, making the message relevant to a mass majority of the public, I also get this connotation as the campaign was distributed in public places (billboards, posters, bus ads) where a mass audience would see it, however the main focus of the campaign is on the younger half of the audience as they will be a part of future obesity statistics, therefore they're relevant to representing future obesity levels. However, the fact that the word 'obesity' has letters missing from it implies that the producers are trying to avoid a younger audience (below the ages of 13) from understanding the campaign as this they may not be able to work out what the word spells out, this specific audience is more impressionable and may get the wrong connotations from the campaign due to the word 'obese' having negative connotations possibly impacting on a younger audiences self-confidence, I think the campaign wont be targeting people over the ages of 40 as the purpose of the message is to prevent future obesity levels, therefore not necessarily being relevant to those who have already experienced the majority of their adult hood.
The target audience for this campaign is both male and female, aged 13-40 of all classes (A,B,C1,C2 & E), due to the fact that anyone can be diagnosed with cancer, making the message relevant to a mass majority of the public, I also get this connotation as the campaign was distributed in public places (billboards, posters, bus ads) where a mass audience would see it, however the main focus of the campaign is on the younger half of the audience as they will be a part of future obesity statistics, therefore they're relevant to representing future obesity levels. However, the fact that the word 'obesity' has letters missing from it implies that the producers are trying to avoid a younger audience (below the ages of 13) from understanding the campaign as this they may not be able to work out what the word spells out, this specific audience is more impressionable and may get the wrong connotations from the campaign due to the word 'obese' having negative connotations possibly impacting on a younger audiences self-confidence, I think the campaign wont be targeting people over the ages of 40 as the purpose of the message is to prevent future obesity levels, therefore not necessarily being relevant to those who have already experienced the majority of their adult hood.
The purpose / core message of
the campaign is to create awareness on the fact that obesity is the most preventable
cause of cancer after smoking, the advert has been seen as very controversial by
the public due to the fact that people have been complaining saying Cancer
Research are “fat shaming” , however, the campaign is only stating facts and although
the purpose of the advert is to raise awareness on cancer and not fat shame, the
controversial aspect of the advert works in the campaign’s favour as it makes
people talk about it, gaining it more recognition and attention which results in
the message being spread to a wider audience.
The campaign uses methods to attract the target audience such as: most adverts that are part of the campaign have the letters E, I and T missing from the spelling ‘obesity’,
therefore people will spend more time trying to figure out what the word spells
out, meaning the audience will be more intrigued / attracted to the advert as they will put more thought into what message the campaign
is trying convey, resulting in more awareness and attention being raised, the spelling is
also missing letters due to the fact that the word ‘obesity’ can have negative connotations, therefore possibly making people feel angry and outraged that this ‘offensive’ word has been used
as a main head line in a campaign, this I can understand to an extent due to that
fact that diseases such as hypothyroidism can lead to obesity and this isn’t a
persons fault, however the majority of obesity is caused due to it being self-inflicted,
therefore the fact that Cancer Research have decided not to spell out the full
word signifies that they know they might get this sort of back lash from the public,
so they’ve done this to let the public figure out what they’re implying and not
physically say it themselves.
I think the adverts have also used the word 'obesity' as a main element to attract the audiences attention in the adverts due to the fact that today’s generation associate the word obesity with someone being overweight, however we don’t necessarily realise the amount of health problems obesity can actually cause, therefore the producers have used the word obesity to raise awareness on what being extremely over weight can do (which is the core message of the campaign), for example: the campaign compares obesity to smoking as these two elements are almost the same when it comes to the risk of cancer they can inflict on a person, this attracts the audiences attentions as most of society associate smoking with cancer but don’t associate obesity with cancer, despite the fact that it is the most preventable cause of cancer after smoking, therefore creating awareness by showing the audience the reality and affects of smoking, this message is also reinforced by the denoted text lower down on the advert in which is laid out in a similar way to the stereotypical layout of text on a box of cigarettes, this use of imagery reinforces the message as it instantly makes us think of cigarettes, which we associate with cancer, another advert in the campaign denotes a box of cigarettes with fries in it, representing cigarettes, which again reinforces this message and intrigues an audience due to it's bizarre imagery.
The adverts consist of a lot of white space as there is nothing else to look at but the black text in which contrasts with the white background, this helps engage the audiences attention and reinforce the message that the campaign are portraying as the audience's eyes are instantly drawn to the word 'obesity', this use of white space also helps connote how serious the subject matter of the campaign is as the colours black and white aren't seen as 'fun' colours, they help get the message straight to the point which is beneficial as the purpose of the campaign is to create awareness.
According to estimates from 'Public Health England', two thirds of adults and a quarter of children are likely to become overweight or obese, obese children are more likely to become overweight adults and to suffer premature ill health and mortality, by 2034 70% of adults are expected to be overweight or obese, therefore the timing of this campaigns release is clearly significant and relevant modern society / today generation (this campaign was recently released in 2018) as it creates a chance in possibly helping reduce these estimated statistics.
The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters and on buildings and busses, it’s also been distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution helps convey to message to a mass audience and reinforce the message throughout the campaign due to the fact that it has been distributed over social medias in which will reach a digital native audience, this is significant to reinforcing the message as a younger people have the largest increase in rising obesity levels therefore it's important that this audience see the advert as this could help prevent these estimated future statistics, the fact that the adverts have been distributed over social media platforms also helps connote that the message is partly aimed at a younger audience as this audience are the majority of people who use social media. Traditional media platforms such as posters and billboard have been used to distribute the campaign to make the advert visible / accessible to people of all ages, therefore helping reinforce that the message is relevant and should be taken seriously / into consideration by everyone.
Ethical issues definitely would have been considered during the production of this campaign as the word 'obesity' is very controversial, it has been used as the main focus point for campaign and this may be seen as morally wrong to some people as obesity is very personal to people / personal issues could have occurred with people or in peoples family in which could have had a negative impact or their lives, therefore people could potentially feel offended or attacked by the message. To avoid receiving as much backlash / ethical complaints from the public, the producers decided to get rid of certain letters in the word, as the public can still figure out what the word means however they can't physically say that they have seen this word therefore reducing complaints as their thoughts are self inflicted. Legal issues that would have to be considered during the production of the campaign are ones such as intellectual property rights, this is due to the fact that Cancer Research's logo is on the advert so therefore by using this act it ensures that no other company can steal / use the logo without the companies permission.
I think the adverts have also used the word 'obesity' as a main element to attract the audiences attention in the adverts due to the fact that today’s generation associate the word obesity with someone being overweight, however we don’t necessarily realise the amount of health problems obesity can actually cause, therefore the producers have used the word obesity to raise awareness on what being extremely over weight can do (which is the core message of the campaign), for example: the campaign compares obesity to smoking as these two elements are almost the same when it comes to the risk of cancer they can inflict on a person, this attracts the audiences attentions as most of society associate smoking with cancer but don’t associate obesity with cancer, despite the fact that it is the most preventable cause of cancer after smoking, therefore creating awareness by showing the audience the reality and affects of smoking, this message is also reinforced by the denoted text lower down on the advert in which is laid out in a similar way to the stereotypical layout of text on a box of cigarettes, this use of imagery reinforces the message as it instantly makes us think of cigarettes, which we associate with cancer, another advert in the campaign denotes a box of cigarettes with fries in it, representing cigarettes, which again reinforces this message and intrigues an audience due to it's bizarre imagery.
The adverts consist of a lot of white space as there is nothing else to look at but the black text in which contrasts with the white background, this helps engage the audiences attention and reinforce the message that the campaign are portraying as the audience's eyes are instantly drawn to the word 'obesity', this use of white space also helps connote how serious the subject matter of the campaign is as the colours black and white aren't seen as 'fun' colours, they help get the message straight to the point which is beneficial as the purpose of the campaign is to create awareness.
According to estimates from 'Public Health England', two thirds of adults and a quarter of children are likely to become overweight or obese, obese children are more likely to become overweight adults and to suffer premature ill health and mortality, by 2034 70% of adults are expected to be overweight or obese, therefore the timing of this campaigns release is clearly significant and relevant modern society / today generation (this campaign was recently released in 2018) as it creates a chance in possibly helping reduce these estimated statistics.
The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters and on buildings and busses, it’s also been distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution helps convey to message to a mass audience and reinforce the message throughout the campaign due to the fact that it has been distributed over social medias in which will reach a digital native audience, this is significant to reinforcing the message as a younger people have the largest increase in rising obesity levels therefore it's important that this audience see the advert as this could help prevent these estimated future statistics, the fact that the adverts have been distributed over social media platforms also helps connote that the message is partly aimed at a younger audience as this audience are the majority of people who use social media. Traditional media platforms such as posters and billboard have been used to distribute the campaign to make the advert visible / accessible to people of all ages, therefore helping reinforce that the message is relevant and should be taken seriously / into consideration by everyone.
Ethical issues definitely would have been considered during the production of this campaign as the word 'obesity' is very controversial, it has been used as the main focus point for campaign and this may be seen as morally wrong to some people as obesity is very personal to people / personal issues could have occurred with people or in peoples family in which could have had a negative impact or their lives, therefore people could potentially feel offended or attacked by the message. To avoid receiving as much backlash / ethical complaints from the public, the producers decided to get rid of certain letters in the word, as the public can still figure out what the word means however they can't physically say that they have seen this word therefore reducing complaints as their thoughts are self inflicted. Legal issues that would have to be considered during the production of the campaign are ones such as intellectual property rights, this is due to the fact that Cancer Research's logo is on the advert so therefore by using this act it ensures that no other company can steal / use the logo without the companies permission.
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