Campaigns about elderly causes

Many of the exampmles I have found use photography and type to illustrate how this is a real life problem and really emphasise how these things happen to normal people. The ‘help the aged’ campaigns I have found seem to be the most effective in the use of black and white images and yellow and white text.

The age uk website contains lots of photography of elderly people, this is to help people visiting the site identify with the values of the charity.


Research into anti-abuse campaigns

Abuse against elderly people // innocent campaign to combat lonelyness in elderly peopledifferent types of abuse3Domestic violence – lots of domestic abuse/ violence campaigns use celebrity endorsements and shock tactics which shows what goes on behind closed doors and the things victims of this sort abuse hide, for example bruises. Here a series of images titled “rape red” “booze brown” “grave green” uses a play on words to classify the different *reasons* people have been abused. different types of abuseChild abuse – these examples take a figurative angle, there arent many visually explicit campaigns as they would not be allowed by the authorities that govern advertising. Abuse in sexual, physical and mental capacities are explored in these examples. different types of abuse4

Violence against large groups by organisations, here the governments of the different countries. There isn’t any explicit images of the torture but the objects in the picture suggest that torture is taking place and literally being covered by the government.

different types of abuse5

Animal abuse – lots of anti-animal abuse posters have an action statement such as “fight for animal rights” whilst others use images of animals in unnatural and uncomfortable settings mixed with ideas deemed to be fun or familiar such as the “animals are not clowns” below. different-types-of-abuse2.jpg

Campaign Strategies – Cath Davies

The main things i took from the lecture Cath gave was the different persuasive techniques used to persuade people in advertising and campaigning by pressure groups such as the anti-fur ones featured in the lecture. the main strategies were:

  • Shock tactics – showing disturbing or distressing images of the issues that are being tackled – a forced reality check.
  • Explicit images or explicitly descriptive language. The use of photography and illustration and that you can get  away with a more distressing illustration as aposed to photograph.
  • Confrontation
  • Reppetition of images (motifs), sounds and words – create a rhythm
  • Using association to make an idea seem familiar
  • Using familiar phrases or images and emulating them as they are already well known
  • Proximity and identification – connecting with the audience “you” “your” “us” and images that look out into the audience creating eye contact.

Using these techniques in conjunction with each other in different formulations depending on the subject and the target audience will create a persuasive piece of work.

Abuse – Initial research into the topic

Looking into the types of abuse mentioned on various council websites I have looked further into 3 types:

  • Self neglect – this is the faliure of an adult to take care of himself / herself” and can appear in different forms for example, living unhygienically, being unable to care for ones self due to physical limitations and hoarding.
  • Psychological abuse – which could take the form of emotional abuse, threats of harm or abandonment, humiliation, controlling bahviour etc
  • Organisational – this is categorised as ‘when an individuals needs or wishes are sacrificed for the benefit of a group, service or organization. Taking place in care settings such as hospitals, care homes and nursing homes. Some of the things that entail organisational abuse are stark or unhomely living conditions, inappropriate physical intervention and illegal confinemeant.

From these narrowed down field I am going to look further into organisational abuse as I think there could be a lot to explore in terms of an issue I want to tackle within my work. There has been a lot of coverage of neglect and abuse in elderly care homes in the UK. Looking on the NHS website they have a list of suggestions of actions to take if you think an elderly person is suffering abuse which could potentially be the focus of my work.

Action on elder abuse

  • An organisation that campaigns for the protection of elder vulnerable people and encourages people to report anything they spot as a possible example of abuse

Age UK 

  • Well known organization that tackles the issues similarly to above but also has information on Scams targeting elderly people.

The type of approach I take depends on the target audience I choose as something aimed at elderly people will be very different to something aimed at the grandchildren of the elderly people who may be at risk of abuse.

Design Development

Initially I wanted to get the elements on the template and start to see how much space the would be for imagery. I liked the black and white cover for its boldness and simplicity however I didn’t think it related much to the story. But on the other hand it could have been successful on the premise that the book is so well known. cover

The white text stands out really well on the cardboard here, I used the cardboard to create the hand-painted text, it reminds me of a plaquard on a picket line, this links to the ideas in the book of the animals wanting to rebel but being too scared. the cardboard also has links to packaging and the consumer, with most animals from farms ending up being products the link is strengthened with this being one of the issues that starts the initial rebellion of the animals. cardboard cover

Here I started to experiment with the photos I had tken of the pigs in blankets that I had made. I started to experiment with this idea as i thought it was the strongest concept I had come up with in my initial ideas stages. PIGD IN BLANKETS cardboard 3

After lots of small changes with the back of the book and the text i was feeling a little bit at a loss as to what to do – The image stretching across both sides of the book worked well as it showed more of the image and meant i could have the quote in white handwritten text like the title which made the design more consistent.pigs in blankets

This is the final design I have decided to submit to the competition. For a while I was playing around with the type on the back cover and coudlnt seem to get it right. With the backgroung completely white the image was too covered and it didn’t look quite right, to me it didn’t look like the back of a real book. I have also made the image cover the entire front cover now that I have used the white rectangle with transparency and included the authors name in white. mI have added small details such as an extra white oval behind the penguin logos to ensure they don’t get lost or interfere with the colours of the image. LauraFieldhouse AnimalFarm

Typography development – Animal Farm

Using paint I have created a few different varients of an idea for the title on the cover. Whilst watching a film adaptation of the book the idea of pigs climbing ladders and writing on walls with white paint really stuck with me as a visual representation of an important part of the narrative. I have digitised all of the variables and turned them into vectors using illustrator so I can easily put them into the different designs I’m working on. white 1white 1.1002square brush black007