AC 2.2- evaluate effectiveness of media used in campaigns for
change
Social media
Social media is a useful marketing tool for launching a campaign, as they can
promote themselves for a low cost, can link websites, notify people about
events and encourage donations. Additionally, it is easy for viewers to share
the campaign's page and content so they can get increased attention. Social
media has many strengths, including the vast majority of the population
using some form of social media, and so it can target all demographics-
younger people often use Instagram or TikTok whereas older people use
Facebook or Twitter. All these platforms allow users to access adverts both
voluntarily and involuntarily, as posts automatically reach their target
audience: sharing the post means the message can quickly be passed onto
others who may then choose to follow the campaign. Eye-catching posters
capture peoples’ attention, allowing a low-cost promotion for easy access to
the intended audience. On the other hand, there are some downsides to
social media as a use for promoting campaigns, as it is very easy to ignore
adverts; most social media users are on these platforms to consume
entertaining content rather than looking for campaigns. This means that
campaigns must compete with content to attract more attention, and this
could be done through featuring influencers or celebrities in the campaign-
but this can be very expensive. An example of a campaign that utilitsed
social media was Stop Hate UK. They have a successful, active Facebook and
Twitter page, which they post regularly on the field of hate crime.
Newspapers
Newspapers are physical forms of media which spread accounts of events
and adverts nationwide or locally. Newspapers have many strengths; many
people read the newspaper both online and on paper every day, so
newspapers catch attention using bold pictures and headlines. They are also
easy to access for the public, as the majority of shops and petrol stations
have newspapers for sale, which are cheap (around £1)- this is another
strength. Additionally, newspapers are able to reach an older demographic,
for age-specific campaigns, as they use them more than social media; this is
also a weakness when trying to reach a younger demographic, as they tend
to not read the newspaper, so the audience is limited. Another limitation is
the amount of competition between the newspaper stations- not all
newspaper stations are popular therefore it is only easy to advertise in some
change
Social media
Social media is a useful marketing tool for launching a campaign, as they can
promote themselves for a low cost, can link websites, notify people about
events and encourage donations. Additionally, it is easy for viewers to share
the campaign's page and content so they can get increased attention. Social
media has many strengths, including the vast majority of the population
using some form of social media, and so it can target all demographics-
younger people often use Instagram or TikTok whereas older people use
Facebook or Twitter. All these platforms allow users to access adverts both
voluntarily and involuntarily, as posts automatically reach their target
audience: sharing the post means the message can quickly be passed onto
others who may then choose to follow the campaign. Eye-catching posters
capture peoples’ attention, allowing a low-cost promotion for easy access to
the intended audience. On the other hand, there are some downsides to
social media as a use for promoting campaigns, as it is very easy to ignore
adverts; most social media users are on these platforms to consume
entertaining content rather than looking for campaigns. This means that
campaigns must compete with content to attract more attention, and this
could be done through featuring influencers or celebrities in the campaign-
but this can be very expensive. An example of a campaign that utilitsed
social media was Stop Hate UK. They have a successful, active Facebook and
Twitter page, which they post regularly on the field of hate crime.
Newspapers
Newspapers are physical forms of media which spread accounts of events
and adverts nationwide or locally. Newspapers have many strengths; many
people read the newspaper both online and on paper every day, so
newspapers catch attention using bold pictures and headlines. They are also
easy to access for the public, as the majority of shops and petrol stations
have newspapers for sale, which are cheap (around £1)- this is another
strength. Additionally, newspapers are able to reach an older demographic,
for age-specific campaigns, as they use them more than social media; this is
also a weakness when trying to reach a younger demographic, as they tend
to not read the newspaper, so the audience is limited. Another limitation is
the amount of competition between the newspaper stations- not all
newspaper stations are popular therefore it is only easy to advertise in some
