Campaign Analysis Homework
Describe the campaign in your own words to someone who is unfamiliar with the project. (Pay attention to location, people involved, colors, etc.) Be very specific.
The health campaign I chose is very straight forward and informative on its topic. It is appealing to the public’s eye as it includes a vibrant red color with a message in the middle capitalized in black and white colors that reads “PORTIONS HAVE GROWN, SO HAS TYPE 2 DIABETES, WHICH CAN LEAD TO AMPUTATIONS” this small red text box located on the top right corner of the image is a very powerful message that grabbed my attention which I’m sure it would grab anyone’s attention if read because it is informing us two things: increase in portion sizes, and type 2 Diabetes. Underneath the message box, there is a comparison of what it appears to be what the sizes of cups were before and what they are now. The cups seem to be filled with iced soda (coke) and it starts from small cup increasing in size from then to now. The size of the cup that shows now appears to be so much bigger than what it was then. In the background of those two messages appears to be a man sitting down with his hand crossed and half of his face showing (his face reaction appears to be serious, as almost sad or concerned) and his right leg is missing. Next to him a pair of crutches are showing. The image of this man is black and white. Under the image another short message reads “CUT YOUR PORTIONS. CUT YOUR RISK. Call 311 for you Healthy Eating Packet” all in white letters and the first sentence is bolded in a black background. On the bottom right of the image and under this message, the NYC Health information is shown in white on the black background.
What is your initial reaction after viewing/seeing the campaign? Did you like it? Why or why not? What was it that bothered you? What impressed you? My initial reaction after viewing the campaign had me very intrigued with the way each little message was delivered. The colors used in this campaign was very clever because the red was the first appealing color and it was the first key message of this campaign. It was short and informative which is found to be very easy to read. When I took a glance the first time I did not see the man in the background as it appears in a black and white color. The cups increasing in sizes from then and now was a very good representation and visual to delivering the message. The message at the bottom was also very good information because it provides a helpful place you can go and call for more information about healthy eating. The campaign also seems to be creditable because it provides a logo of the NYC Department of Health. Overall, I did liked this campaign because the more you look at it the more interesting and informative it gets. Everything impressed me but what impressed me the most was the man in the background who seems concerned sitting down with his right leg missing.
What was the specific health or social issue/problem the project was trying to improve or decrease? Was it obvious from the start?The specific health issue the project was trying to decrease is type 2 Diabetes. At a first glance it is not obvious to tell this campaign was designed for it but as soon as you read the first capitalized sentence it is very obvious.
Are you able to identify a target audience? Be specific here! Is this reflected in the campaign? If the target audience isn’t specific, who do you think it is and why?
Yes, I am able to identify the target audience. This campaigned was designed for those who are suffering with Type 2 Diabetes and everyone else who are either overweight or have a poor eating habits such as going to fast food restaurants frequently. The man in the picture is shown to portray a consequence of a poor health habit and as a result he had his right leg amputated. The cups shows the audience the increase of cups from then to now which grabs attention and makes the public aware of cups increasing in size overtime.
What is the health message here? What’s the action, and benefit? Is it catchy or memorable? The health message here is to be aware of your food portions, especially when you go out to eat. It also shows you one of the many consequences of a poor diet and unhealthy habits which can lead to Type 2 Diabetes and potentially to amputations. The action here is to cut down the sugar in sugary drinks or start eating small portions of unhealthy food as a start to a good healthy diet. The benefits from this action could reduce the risk of Type 2 Diabetes as well as other diseases that are caused by a poor diet. The campaign is not catchy but it is memorable at least to me. I think this image is really dark yet interesting to read as it catches your attention with its red, black and white colors.
What type of communication strategy was used? What tactic to get your attention?
The communication strategy used here was a digital ad made by the NYC Health Department. It appeared on the NYC Health Department website as well as other sites online such as Facebook and other social media platforms. The tactic they used provoked an emotional appeal with the black and white image of the man with his right leg amputated. It definitely grabbed my attention when I saw the man in the background. I felt sorry and bad he had one of his legs missing.
What is the image of the campaign?
The overall feel of this health campaign was emotional. The message was informative and factual, the 3 cups allowed the readers to understand the increase of the cups. The image in the background of the man however, caused sympathy.
What would you do differently if you had to design a campaign with this health problem/social problem in mind? Would you keep elements of the old campaign or design a brand-new one?
If I were to do this health campaign differently I would keep the man in the background and place him more in the center that way he could be the center of attention and could grab people’s attention right away. I would show his entire face, that way the public can see his face of distress. The colors I will keep because that was the first thing it appealed to me. The facts I would also keep because they are short and informative. As far as the cups in the middle, I would be a little more specific with how it has changed over the years (include the actual years).
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