criminology wjec a level unit 1 controlled assessment
changing awareness of crime
lo1 lo3 criminology unit 1
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A/AS Level
WJEC
Criminology
Changing Awareness of Crime
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Mia Lunt
AC 3.3 – Justify a campaign for change
For my campaign I have chosen to focus on domestic violence as this is a crime that often goes
unreported due to many personal reasons such as victims feeling scared or trapped, victims not
being aware they are a victim at the time and victim’s loyalty to the offender. Also, it seems that
many people are not that educated and don’t have a clear understanding of domestic violence. This
is an important area to address because by raising awareness and providing people with information
and support, more victims may be encouraged to come forward and report domestic violence and
lives could be saved as every 3 days a woman dies due to violence from a domestic partner. Without
a campaign like this, it is likely that cases of domestic abuse will continue to rise and leave more
women at risk of being severely harmed or even killed by their partner. However, with a campaign
like mine, highlighting this issue, it could result in more victims speaking up about domestic abuse as
they will be more informed on what they should do if they are in a situation where they experiencing
domestic abuse, like Clare Wood who was murdered by her boyfriend. Also, through the awareness
my campaign will spread victims will feel more supported by their family and friends as they will
have a better understanding of domestic abuse and how to support victims. My main aim for my
campaign is to raise awareness and provide support, as well as counselling to help them during
recovery, for victims of domestic violence so they are aware they are not alone, so they can get
support for leaving their abusive partner safely and recover from their experience so that they can
move on with their life. My target audience for my campaign is women as they are the most likely
victims of domestic violence with 1 in 4 women in England each year being a victim of domestic
violence. Furthermore, I feel this year is a very important year to address domestic violence due to
the pandemic, as people were staying at home more than normal as there were national lockdowns.
This means people were spending a lot of time with their partners and support groups would also be
closed. This means domestic abuse could happen without the offender fearing consequences such as
the victim telling anyone as they were not allowed to leave the house. Also, victims would feel
trapped and alone due to having no support.
I’ve decided upon Stand up, Speak up for my campaign name. I chose this name because my
campaign is focused on encouraging victims to come forward and speak up about domestic abuse so
we can support them and ensure they are safe from their abusive partners. Therefore, the name of
my campaign meets my aim of encouraging victims to speak up without being scared of
consequences from the offender, as well as targeting my audience because domestic abuse victims
will know they are not alone. For my campaign logo, I chose to use two speech bubbles as this
promotes my aim of supporting victims in coming forwards and talking about their experience. I
chose a range of methods including social media, leaflets and merchandise. I chose these methods
as I felt they would be the most effective at raising awareness about my campaign and will better
attract my target audience. For example, I think social media will be very effective at raising
awareness as my campaign will be able to reach a large audience, with approximately 2.3 billion
people using social networking sites. Also, social media would help me to reach my younger
audience of 16-24-year olds as this group of people are the most frequent users of social media. I
also felt social media would be effective in terms of promoting my aims as people can reach out for
support and my petition can be linked to gain signatures, in order for my law to be discussed in
parliament. In addition, there are many existing campaigns that have used social media as a
promotional method that have proven to be successful, for example the ice bucket challenge went
viral and raised around $115 million. Also, leaflets are effective at promoting my campaign as they
don’t rely on technology so by using this method it allows me to reach the full range of my target
audience such as older people who may not use social networks. Additionally, leaflets allow the use
of images which is highly effective as images can be used to draw attention and I chose to use an
, Mia Lunt
image of a woman speaking as my campaign targets women and aims to encourage domestic
violence victims to speak up. Continually, I felt leaflets were effective in promoting my campaign as
they can include a lot of information as if I had chosen posters it might not have been so successful
due to the limited amount of information you can include. An example of another campaign that
used leaflets was Be clear on Cancer and this was proves successful as it was credited for a 32%
increase in GP visits concerning blood in pee. Finally, the last method I chose to use is merchandise
as this will increase publicity of my campaign as it will attract more people when worn in public. It
will also help to create a name for my campaign, meaning my campaign will gain more support. On
my merchandise (clothing) I have included my campaign name and logo and I chose to use white
clothing as it will create a bold contrast, drawing attention. I also included our social media on the
back in a black, bold font and this is good for meeting my aims as then people can find out
information and share our campaign via social media. Also, our petition and gofundme are linked in
our social medias so this could gain more donations or signatures. The colouring of the bracelet and
phone case is effective as it matches with the colour of one of the speech bubbles in our logo,
creating consistency meaning our campaign will be more memorable and recognizable. Additionally,
I chose to create bracelets in relation to my target audience as they are more appealing to
women/girls, who are my target audience, meaning by girls wearing them more women will be
reached and there will be increased awareness. I chose to create phone cases as they are a popular
item and everyone always has their phone in hand nowadays, therefore people will see this and
there will be increased publicity and awareness.
Describe persuasive language used on materials.
I used the term…because it conveys…
I focused on…because…This is convincing to the audience because…
I designed the layout to include…This is because…
The language / use of… is persuasive as it…
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