Unit 1 - AC3.2 Design materials for use in campaign for change

3.2 Design materials for use in campaign Unit 1 Changing awareness of crime


Design
 Structure of information
 Use of images or other accentuating features to capture attention
 Use of persuasive language
 Promotion of action
 Consideration of target audience
 Alignment with campaign

Structure of information
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 does the typical one
carry? What information does it contain?

Use of images or other accentuating features to capture attention
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.

Use of persuasive language
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 a
change. Persuasive language is essential, for example, ‘You should’, ‘You’d be
better off …’, ‘Look after your …’, ‘You don’t deserve to be …’. Try to play on
people’s emotions where appropriate and use direct language, i.e. ‘you’,
‘your’.

Promotion of action
Try to include verbs to direct people to act. For example:
 Stop
 Get help now
 Do something about it
 Join in