My example write up for Changing Awareness of Crime AC 2.2 - evaluate the effectiveness of media used in campaigns for change. In the controlled assessment, I achieved 96/100 (100/100 UMS marks).
AC 2.2 - Evaluate the effectiveness of media for campaigns for change
Viral Messaging
Viral messaging is passing a message, photograph or post from person to person on social media. Viral
messaging can reach thousands of people very quickly through social media sites. This is a strength
because almost everyone has some form of social media presence, therefore a wide demographic will
be reached and every level of society is likely to interact and show interest in the campaign. Another
strength of viral messaging is that it is a free way to campaign. This means that any financial gain from
the messaging will definitely result in profit, therefore the campaign is likely to benefit in a variety of
ways. One weakness of using viral messaging is that the campaigners have little control on how the
message spreads out. This means that the message could get twisted and the campaign could suffer
negative responses and backlash as a result. Another weakness is that, due to the nature of the online
world, campaigns only go viral for a short period of time. Because of this, support can quickly die out for
the campaign if the people originating it do not capitalise on the media interest surrounding their
campaign. One example of a campaign that used viral messaging is Time to Change. The campaign’s
purpose was to encourage men to talk about mental health and to reach out to their friends if they were
concerned. Someone posted a photograph on Twitter of a beer mat that the campaign had produced to
be used in pubs as a form of advertisement. The original post received more than 25,000 retweets and
more than 70,000 likes. Going viral helped the campaign because more people saw it so more men felt
able to speak out. The campaign used viral messaging well because it was done in a way that was
perceived as relatable to many men.
Social Networking
Social networks are online platforms designed to be able to connect with people. Many people have a
social media presence of some form. Some examples of social media sites and apps include Instagram,
TikTok, Snapchat and Pinterest. One advantage of using social networking in campaigns for change is
that it appeals particularly to younger people. This means that campaigns with a young target audience
can effectively reach the correct demographic, therefore the campaign will receive more interest and
support. Another strength of using social networking is that it can be regularly updated. This allows
campaigners to remain relevant and keep their audiences engaged with the campaign and easily show
new ways to get involved and help the campaign. One weakness of using social networking to promote a
campaign for change is that social media pages can be hacked. Hackers could break into social media
accounts belong to campaigns and post harmful messages that do not agree with the ethos of the
campaign, therefore causing a loss of support and causing people to turn their backs on the campaign
before the accounts can be returned. One example of a campaign that uses social networking to
promote their messages is Stop Hate UK. Some of the things they post on their accounts include
information on helplines and educational posters. Stop Hate UK has 15.2k followers on Twitter, which
shows that while there is a sizeable audience, there are other methods Stop Hate UK could use in order
to reach a wider audience, such as television advertising.
Advertising
There is a range of types of paid advertising that campaigners can use to promote their messages. These
include leaflets, newspapers, TV, radio, web banners, billboards, posters, merchandise and magazines.
One strength of advertising through merchandise is that people wearing or using merchandise become
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