AC 2.2 Evaluation of media used in campaigns for change
Specification Mark Scheme
15 marks 65 mins
evidence in every point- real life example and lost of statistics
expand on points and lots of stats and real life examples and a brief conclusion rounding up previous points for each
media type
Definition (& other Advantages Disadvantages Real life example with Conclusion and
details) statistic to show justification – do you
effectiveness think this media type is
good? Why/why not?
Blogs - anyone - hard to Greenpeace blog that
can set it keep up to has pictures and I think blogs are good
websites that are up for date as articles that have been at raising awareness
updated by a group of free they can be posted on social as they are constantly
people or a single - allows time media 1000 times updated to keep
person people to consuming which means it is viewers aware of what
express - people effective in raising is going on. However,
their prefer awareness to the its not used as much
opinions social public. anymore because
on topics media people prefer social
of their - limited media
choosing audience
- able to as people
be need to find
updated the blog
to
include
statistics
and new
informati
on to
keep the
content
interestin
g.
- include
video
links and
pictures
that
interest
the
leader
even
more.
Viral Messages and - spreads - hackers 2.3 billion people use
Social Networking quickly can change social media so it I think social
- cost information reaches a lot of people networking is good for
effective on pages campaigns for change
, websites like twitter - creates a - trolls can The ice bucket because it can spread
and facebook lot of send challenge was used to quickly and become
awarene messages raise money for ALS very popular among a
ss that can disease. people large range of people.
deter donated money for It's very easy to
60% of people people this to happen and access and to spread
use social media from using $115 million was awareness on a large
the raised scale. However,
websites misinformation can be
spread by those
against the campaign
which can deter
people from using the
sites in the first place.
Advertising - make - expensive WaterAid TV had Advertising is good for
issues to make raised water for 2 campaigns because it
Promoting a more - people million people to can make issues
campaign and memora usually skip receive water and 3.1 campaigns are
influence the ble adverts million in India fighting for, more
audiences actions - celebrity - can upset received sanitation in memorable and easy
and encourages them endorse viewers if the villages they live in. to understand for
to engage with the ment they are too viewers. If the
campaign, donate etc gets graphic merchandise they
people's have has logos it can
these are paid for and attention Radio - Anti Drink Drive be more eye-catching
can be expensive - reaches - can lose Christmas 2008 and provide more
Example - national TV a wide money if effective as it reveals publicity if people are
ad can cost up to audience not enough the strict instructions wearing it around.
£40,000 per 30 - 85% of people buy given to someone who However, it is a very
seconds adult the items is being searched by a expensive method and
viewers - £40,000 for police officer to has a chance of not
typically 30 seconds highlight the working if it doesn't
TV adverts see 26 seriousness of drink get enough attention
tv programming that sends a ads driving and how it is or sales.
message or advertises a perceived as a criminal
product/service or can be used
to spread awareness or inform Radio act.
the public. - merchan
Radio adverts dise Not accessible for Cancer Research UK
radio programming includes people with hearing raises millions of
made and paid by an a impairments pounds every year, in
organisation campaig 2022/23 they raised
n logo 28% watch them on £719m with £490m
Merchandise
that mute from the fundraising
(t-shirts, wristbands, provides they did. A portion of
tote-bags, badges) publicity up to £1000 per these funds come
when 30s from the ads they run
people through TV adverts
use it or decrease in radio that ask audiences to
wear it. use average weekly donate small amounts
- encourag listener went from like £3.
e others 62% in 2018 to 56%
to wear in 2022. THINK is a
it. government road
safety campaign
Radio established in 2000
- cheap £2 that has raised
per 100 awareness about
listeners being safe while
- targets driving as well as
specific guidance for
audience pedestrians and
s passengers near/in
vehicles. A decade
Specification Mark Scheme
15 marks 65 mins
evidence in every point- real life example and lost of statistics
expand on points and lots of stats and real life examples and a brief conclusion rounding up previous points for each
media type
Definition (& other Advantages Disadvantages Real life example with Conclusion and
details) statistic to show justification – do you
effectiveness think this media type is
good? Why/why not?
Blogs - anyone - hard to Greenpeace blog that
can set it keep up to has pictures and I think blogs are good
websites that are up for date as articles that have been at raising awareness
updated by a group of free they can be posted on social as they are constantly
people or a single - allows time media 1000 times updated to keep
person people to consuming which means it is viewers aware of what
express - people effective in raising is going on. However,
their prefer awareness to the its not used as much
opinions social public. anymore because
on topics media people prefer social
of their - limited media
choosing audience
- able to as people
be need to find
updated the blog
to
include
statistics
and new
informati
on to
keep the
content
interestin
g.
- include
video
links and
pictures
that
interest
the
leader
even
more.
Viral Messages and - spreads - hackers 2.3 billion people use
Social Networking quickly can change social media so it I think social
- cost information reaches a lot of people networking is good for
effective on pages campaigns for change
, websites like twitter - creates a - trolls can The ice bucket because it can spread
and facebook lot of send challenge was used to quickly and become
awarene messages raise money for ALS very popular among a
ss that can disease. people large range of people.
deter donated money for It's very easy to
60% of people people this to happen and access and to spread
use social media from using $115 million was awareness on a large
the raised scale. However,
websites misinformation can be
spread by those
against the campaign
which can deter
people from using the
sites in the first place.
Advertising - make - expensive WaterAid TV had Advertising is good for
issues to make raised water for 2 campaigns because it
Promoting a more - people million people to can make issues
campaign and memora usually skip receive water and 3.1 campaigns are
influence the ble adverts million in India fighting for, more
audiences actions - celebrity - can upset received sanitation in memorable and easy
and encourages them endorse viewers if the villages they live in. to understand for
to engage with the ment they are too viewers. If the
campaign, donate etc gets graphic merchandise they
people's have has logos it can
these are paid for and attention Radio - Anti Drink Drive be more eye-catching
can be expensive - reaches - can lose Christmas 2008 and provide more
Example - national TV a wide money if effective as it reveals publicity if people are
ad can cost up to audience not enough the strict instructions wearing it around.
£40,000 per 30 - 85% of people buy given to someone who However, it is a very
seconds adult the items is being searched by a expensive method and
viewers - £40,000 for police officer to has a chance of not
typically 30 seconds highlight the working if it doesn't
TV adverts see 26 seriousness of drink get enough attention
tv programming that sends a ads driving and how it is or sales.
message or advertises a perceived as a criminal
product/service or can be used
to spread awareness or inform Radio act.
the public. - merchan
Radio adverts dise Not accessible for Cancer Research UK
radio programming includes people with hearing raises millions of
made and paid by an a impairments pounds every year, in
organisation campaig 2022/23 they raised
n logo 28% watch them on £719m with £490m
Merchandise
that mute from the fundraising
(t-shirts, wristbands, provides they did. A portion of
tote-bags, badges) publicity up to £1000 per these funds come
when 30s from the ads they run
people through TV adverts
use it or decrease in radio that ask audiences to
wear it. use average weekly donate small amounts
- encourag listener went from like £3.
e others 62% in 2018 to 56%
to wear in 2022. THINK is a
it. government road
safety campaign
Radio established in 2000
- cheap £2 that has raised
per 100 awareness about
listeners being safe while
- targets driving as well as
specific guidance for
audience pedestrians and
s passengers near/in
vehicles. A decade
