Unit 1 AC2.2: Evaluate Effectiveness of Media
used in Campaigns for Change
Exam questions:
Paul, an unemployed local man, was convicted of murder after getting into a fight with Ian over an
allegation of theft of money. Paul also has numerous previous convictions for drug dealing and theft.
He has been in care since the age of 7, after his parents were given long custodial sentences. Ian’s
father, a local barrister, has started a campaign to bring back capital punishment for crimes of
murder. His campaign has attracted the attention of local media and politicians.
Q1. Briefly explain how one type of media might be used by Ian’s father to promote his campaign to bring
back capital punishment. [6]
Ian’s father could use social networking like using sites like Instagram and Facebook to promote his
campaign for capital punishment. He could use pages dedicated to his campaign and use posts to write
about his story A reason he could use it is that it is cheap or in many cases entirely free, meaning that he
can spread the word of his campaign and its aims without needing to source initial funds. He could then use
funds he may create from donations from social media to use other forms of media like putting on public
appearance or leaflets Also, 4.9 billion people use social media, and this means that Ian’s father has a large
audience to potential view his post and donate. This is a strength because there may be many people who
also would want to bring back capital punishment too and would want to donate to the cause. Another
strength is that information spreads quickly on social media and can be viewed instantly. This is a positive
because if people are interested in the campaign, then it may be shared quickly and then there will have
been many people who have seen it in a small amount of time, accelerating the growth of the campaign.
The information can also be viewed differently through written posts, visual posts, audio posts, videos and
this can add variety to how his campaign can be viewed so that more people would view it as they may
prefer certain types of posts.
Q2. Evaluate two campaign methods that may be used to campaign for change. [8 marks] approx.40mins
Q3. Discuss campaigns that have resulted in a change in law. [10] (Answer on separate page)
A campaign that resulted in a change of law was the double jeopardy campaign. After Julie Hogg was killed
by her boyfriend Billy Dunlop, Billy was tried but not convicted of any crimes. He later confessed to his
crimes but could not be tried again due to the double jeopardy law. Julie's mother (Ann Ming) spearheaded
the campaign to change the law so that people could be tried twice for their crimes. She took the case to
court which publicised the case and the proceeded to send hundreds of letters to pressure MPs into
changing the law. She was also supported by large news outlets like the Northern Echo to keep the story
and any updates on the campaign in circulation, which gained her a lot of publicity. The campaign was a
success as the criminal justice act abolished the double jeopardy law in 2003 after 800 years of its
existence. The law was then enforced in 2005, making anyone who had been previously taken to court,
could be convicted again.
Another campaign that resulted in a change of law was the Sarah’s law campaign. Sarah was 7 years old
when she was kidnapped, sexually abused, and murdered by a man that lived in her family's area. The man
who committed these crimes had previous convictions for similar crimes and Sarah’s mother said that she
would never let Sarah play in that area if she had known about these convictions. She campaigned to seek
used in Campaigns for Change
Exam questions:
Paul, an unemployed local man, was convicted of murder after getting into a fight with Ian over an
allegation of theft of money. Paul also has numerous previous convictions for drug dealing and theft.
He has been in care since the age of 7, after his parents were given long custodial sentences. Ian’s
father, a local barrister, has started a campaign to bring back capital punishment for crimes of
murder. His campaign has attracted the attention of local media and politicians.
Q1. Briefly explain how one type of media might be used by Ian’s father to promote his campaign to bring
back capital punishment. [6]
Ian’s father could use social networking like using sites like Instagram and Facebook to promote his
campaign for capital punishment. He could use pages dedicated to his campaign and use posts to write
about his story A reason he could use it is that it is cheap or in many cases entirely free, meaning that he
can spread the word of his campaign and its aims without needing to source initial funds. He could then use
funds he may create from donations from social media to use other forms of media like putting on public
appearance or leaflets Also, 4.9 billion people use social media, and this means that Ian’s father has a large
audience to potential view his post and donate. This is a strength because there may be many people who
also would want to bring back capital punishment too and would want to donate to the cause. Another
strength is that information spreads quickly on social media and can be viewed instantly. This is a positive
because if people are interested in the campaign, then it may be shared quickly and then there will have
been many people who have seen it in a small amount of time, accelerating the growth of the campaign.
The information can also be viewed differently through written posts, visual posts, audio posts, videos and
this can add variety to how his campaign can be viewed so that more people would view it as they may
prefer certain types of posts.
Q2. Evaluate two campaign methods that may be used to campaign for change. [8 marks] approx.40mins
Q3. Discuss campaigns that have resulted in a change in law. [10] (Answer on separate page)
A campaign that resulted in a change of law was the double jeopardy campaign. After Julie Hogg was killed
by her boyfriend Billy Dunlop, Billy was tried but not convicted of any crimes. He later confessed to his
crimes but could not be tried again due to the double jeopardy law. Julie's mother (Ann Ming) spearheaded
the campaign to change the law so that people could be tried twice for their crimes. She took the case to
court which publicised the case and the proceeded to send hundreds of letters to pressure MPs into
changing the law. She was also supported by large news outlets like the Northern Echo to keep the story
and any updates on the campaign in circulation, which gained her a lot of publicity. The campaign was a
success as the criminal justice act abolished the double jeopardy law in 2003 after 800 years of its
existence. The law was then enforced in 2005, making anyone who had been previously taken to court,
could be convicted again.
Another campaign that resulted in a change of law was the Sarah’s law campaign. Sarah was 7 years old
when she was kidnapped, sexually abused, and murdered by a man that lived in her family's area. The man
who committed these crimes had previous convictions for similar crimes and Sarah’s mother said that she
would never let Sarah play in that area if she had known about these convictions. She campaigned to seek
