AC 3.3- Justify a campaign for change. [15 marks] 64 mins.
Presenting a Case for Action
• You must explain why your campaign is necessary.
• It should be linked to the target market.
• At its most basic you should ask yourself ‘Why does this target market need
this campaign?’
• You should focus on the following:
• Evidence that the campaign is under-reported
• Explain the reasons why the crime you are campaigning about is under-
reported and what the consequences of this under reporting are.
• Make sure you use relevant statistics to show the extent of the crime.
• It would also be useful to use examples or case studies to show the impact of
the crime.
Evidence to Support your Case
• You must discuss your design ideas and reasons why they are suited to your
target market.
• At its most basic you should ask yourself ‘Why have I chosen to do these
aspects of my designs and how does it help engage with my target market?’
You should consider the following:
• Your campaign name or tagline.
• Your designs, images, text, and layout - what they are and why they would be
effective.
• Use of language – long complex sentences verse short. Passive and active
sentences.
• Finance - explain why your campaign would be financially viable.
• Timescale - explain why you feel your timescale for the campaign is realistic.
• Do not just describe what you have done but explain why you chose to do
them. Nothing in your campaign is by accident. This is your opportunity to
explain these choices.
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