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Unit 1: 2.2
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Oliwia Kozica 2.2 write up: FINALBlog:
A blog is a website or webpage where new material is regularly updated for the blog, it is written in an informal and
relatable conversational style, blogs are also typically run by an individual or small group.
Blogs are advantageous in campaigns due to their accessibility, anyone can set up a blog as they are free of charge to
upload. They allow different perspectives and opinions on topics to be commented on the platform. Due to blogs
being updated regularly, they include up to date information and statistics that allows the content to stay intriguing
and fresh for the readers. Another advantage of blogs is that social media and donation links can be added to the
blog which can be useful for the readers to interact with the campaign. Blogs also allow the readers to engage and
keep interest with images, videos and other website links; it’s not just text!
However, disadvantages of blogs can include the fact that it is time consuming for the author. A good Blog must be
kept up to date regularly and this may be hard for the author to manage this demand in such time. Blogs also have
limited audiences, only specific audiences will be targeted by a blog that focuses on a particular topic that other
audiences may not be interested by. Therefore, this limits how effective a blog can be, also the audience can depend
on the age group. A younger audience is less likely to engage in a blog rather than social media which targets their
needs.
An effective example of a blog is Greenpeace, this campaign group focuses on protecting the planet for the future.
The blog includes many videos, articles and images – many of its posts are also included on social media which helps
different audiences to come together allowing a greater audience. Posts on Greenpeace have also been shared
nearly 1000 times. Overall, Greenpeace successfully widens its audience which allows for an effective way in raising
awareness as an campaign group.
TV advertising:
Tv advertising consists of conveying a message or to market a product/service as a TV ad, this is produced and paid
for by an organisation.
Tv ads are advantageous as the moving image aspect of the ad allows for audiences to create associations with it, for
example, music in the ad that fits in with the campaign allows an association to be created. Linking to this, using
something like celebrity endorsement can also make the issues discussed more memorable for the audience,
audiences will remember and more likely will take action towards the campaign. Advertisements are known to reach
a wider audience, particular timings of the ad being aired can also find a wide range of different audiences to target.
Disadvantages of Tv ads include the high cost to create and air an advertisement on tv, especially during particular
timings like an ad during a huge sports event. Also, advertisements are likely to be skipped, the audience have the
decision to skip or passively view the ad without considering the preferred reading intended. This is negative as
linking it back to the cost it isn’t very suitable for lots of success. Adverts, especially crime campaigns, will typically
not be suitable for younger or vulnerable audiences as they may contain graphic imagery – this can have a negative
effect on the way the campaign is perceived by different audiences, the message intended could be rejected.
WaterAid campaign during 2014-2015 used Tv advertising to successfully raise awareness and get sanitisation for
villages in India. Firstly, the fact that it allowed 2 million people to receive safe water and 3.1 million people in India
were provided with sanitization in their villages presents the effectiveness of this campaigns advertisements in
getting donations. Water Aid also used celebrity endorsement, like the actors from Downton Abbey, to raise funds
for the charity.
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