Charity and public information campaigns

Overview

Purpose of a public information campaign, how This Girl Can uses representation to address its audience and compassion fatigue.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What is the purpose of a public information campaign?

   Model answer

   A public information campaign sets out to change what an audience knows, believes or does about an issue, rather than to sell a product for profit.

2. 2

   Name the Sport England campaign launched in January 2015 to encourage women to take part in exercise.

   Model answer

   The campaign is This Girl Can.

3. 3

   How can a charity advertisement use guilt to position its audience?

   Model answer

   By showing a victim in direct address and stating what a small sum would achieve, the advertisement makes the reader personally responsible for a harm they could cheaply prevent.

4. 4

   What criticism is made of shock tactics in charity advertising?

   Model answer

   Shock can distress audiences, can be accused of exploiting the very people it depicts, and can make viewers look away rather than act.

5. 5

   Why do children's charities such as Barnardo's and the NSPCC often use a child in direct address?

   Model answer

   A child looking straight at the reader creates an appeal that is hard to refuse, and it turns an abstract social problem into one identifiable person.

6. 6

   What is meant by compassion fatigue?

   Model answer

   Compassion fatigue is the loss of emotional response in an audience who have seen too many similar appeals, so a familiar image no longer moves them.

Other ways to work this

The same content, four other ways.

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Six ways to work the same material.