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Shelter Advert

  •  Amplify - ad agency that created the Shelter campaign
  • Purpose of campaign to draw attention to and advertise the issue of homelessness and housing with Shelter being a charity and  not spend lots of money on marketing in comparison to commercial campaigns
  • Audience demographic of liberals and reformers, most likely to give to Shelter as a charity
  • limited production values, campaign focus was a poster ad plus facebook and mobile messaging lasting 6 weeks

1) The use of the colour red is significant as it connotes danger, emphasizing the severity of the issues of the charity. The colour helps create a sense of urgency and seriousness through use of dark tones, further promoting Shelters charity as a marketing point to influence it's demographic
2) Use of a Triptych (3 panels in one advert) - 3 separate images and typography (language) offers multiple scenarios. Represents different people as well as different problems in which the charity can fix. As well as this the absence of celebrity endorsement and use of unknown people at the focus of the campaign implies these people in need could be anyone, even the audience? This is an emotive marketing point for the campaign.
3) Lack of clear representations of class and race are deliberate to avoid prejudice and stereotypes of homelessness and stigmas attached to it. The campaign made up of close- ups, lacking in background to create an emotive focus displaying expression.

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