Evaluation

My campaign follows the codes of a social campaign for example, majority of social campaigns I've researched had social media accounts, a very familiar and recognisable identity that people would remember or links to help lines and encouragement. I tried to follow that pattern by having a very recognisable identity.  The main two campaigns I have researched on are #Knifefree and No Knives, Better Lives which are both active social campaigns currently active in the UK. My campaign differs by the use of its hashtag as it is used to promote stories of people being affected by knife crime and other people and I wanted it to be the target audience controls the campaign by having ambassadors in different parts of the country. Also, using adverts that create suspense to the audience for example, having someones arm on the floor. Helps the target audience become more engaged and involved with the campaigns thoughts and issues. My has different aspects of both campaigns for instance, #knifefree using anecdotes of other people who have been radicalised by gangs or have been involved with knives in their lives and how they have used their stories to help them change and find the help they need. My campaign is similar in the fact that the target audience can do the same over a hashtag on any source of social media they have. My main research sources that have inspired my work have been the news stories of young children and young adults that have been affected by knife crime. Last year was London's bloodiest year with 134 victims to knife crime. [1]. What I have seen is that there are knife crime initiatives but they aren't as recognisable as they should be. As before there wasn't any for London before #Knifefree jump started in 2018 which is good but I believe that there should have been one before as knife crime was still existing right before this epidemic in 2018. If there was any, then they should have been as publicised as the #Knifefree campaign. I decided that I wanted to make a social campaign which is relevant right now in the news and/or in people personal lives. Seeing the fact that this epidemic is still increasing influenced me to make the campaign about knife crime in England specifically in London.

For this campaign I have decided to make leaflets, posters and social media pages. I feel like using these forms of media are very good. Posters you can place nearly everywhere with permission and with the right dimensions and measures you can place them on bus stops and billboard advertisements I would be able to use them as references on how widespread the campaign can get/be. Leaflets you are able to handle them in large quantities and distribute them easily across the UK to thousands of educational centres, schools and colleges. The purpose of these are to help the target audience have easy and direct information about the campaign and link to pages or the campaigns page for more information. I made a social media page because currently the public are mostly on social media and as the internet is becoming more advance and people are finding it more easy to use. So making easy links to use would be very helpful specifically in platforms like snapchat or instagram. Purpose of social media is to have direct routes to helpline and different types of knife crime campaigns so if the target audience needs more help they would be able to go on the links through different search engines

I believe that the best item that communicates my message was my posters. They are able to be posted almost everywhere digital and physical. It can be recognised easily and because of their short messages you don't have to concentrate too much to understand the concept of the advertisement. If I could complete this again I would choose more of a variety of images to use to have more of a theme between poster. I think it would definitely be able to hold together as a campaign because as I was able to provided the adequate social media platform and items that I produced using the codes and conventions of a social campaign. It definitely had a clear message with telling the target audience different facts and helpline for knife crime campaigns and different types of stories to help people understand the dangers of carrying and using a knife our of its purpose. It shows a clear message about controversial subjects around knife crime.The campaign is specifically asking for the target audience to think about their action when it comes to dealing with knives or if you've been radicalised by gangs to use knifes. It doesn't specifically target certain groups like ethnicity but it gives messages to a certain age group letting people know in their private lives what to do if you know someone carrying or dealing with a knife or if you are dealing with knife crime yourself. It is clearly stated by facts of having knives in the items or having someone lying on the floor holding a knife. Also having the campaign logo as a yellow knife also give an idea about how the posters are laid out. I consider kids and young adults from year 7 to last year of college, 11 year olds-19 year olds, being the main audience due to the fact that there has been a lot young people falling victims of knife crime in 2018 and 2019 as England have had record breaking amount of deaths due to knife crime. I set this as a main audience because I feel like it is important that people have a lesson or a warning about using or being involved in knife crime as some young people and young adults don't actually know the consequences.

I think that the social media accounts would be most appeal to the target audience. Due to the fact that as most things are based around social media, it would be easy to keep up with stories and viewers on social media. You can always get a rough estimate on how many people are keeping up with the page as well as you know what would get the most views depending on what is posted and how you can develop your social media pages to become more influential. With any project being made. I faced some problems along the way. Firstly, thinking about what I should base my campaign on in the first place. It was really hard to decided what I wanted to focus on or what really made me passionate to write about. It was not till I heard about someone dying from knife crime which made me realise that this is still an ongoing issue and not many people are addressing this as it is on the up rise. Secondly, I was deciding to experiment with royalty free images when I realised that I actually should be taking pictures of my own and not wasting it finding out how to perfect a replicate on the poster I made. What I was able to do was borrow a fake knife and take images along the college ground but next time I think I need to follow the plan just a little bit more than I should have. I had some trouble with the production parts as well as I kept on missing steps to upload so what I decided to do is save one copy and edit another copy to be able to show different steps and explain what I had done. I would like to improve the social media accounts and add just more than an Instagram account as I have collected any evidence that, that is the social media platform with the most users. Adding on, having more social media platform has more of an opportunity to express the subject on such a widespread scale to be able to reach the whole of England, Scotland and Wales with just enough advertisement like sponsored ads on Instagram or snapchat. I would like to modify the posters to make them seem like they have more of a theme and include different images on the poster not just similar ones but of different genders, ethnicity and ability as the campaign is meant to be about how anyone can be a victim of knife crime.From what I have accomplished, I consider the posters being successful because I was able to complete everything I needed within those posters and from feedback I was giving from other people within my class they have compared them to a London Underground Tube advert that you see before you board the train. I also feel like I was able to complete my research to a high enough standard to be able to learn from it and apply my research within my work and explain why I was able to add this idea with in as well. I feel like my research was very helpful for me to complete this work.

[1] https://www.thesun.co.uk/news/8104412/london-stabbings-2019-latest-knife-crime-statistics-attacks-knife-death-euston/