Pre-Production

Identity for a campaign-Thinking of a name

To start of this project. I needed to think of a name for the social project. I am making a social campaign about knife crime and I was brainstorming about what I could name the social campaign. I had some which were in the running but due to the fact that the Metropolitan Police have loads of campaigns with different names. I found it hard to make a name which has not been used or said in the media before. I thoughts about names like 'Turn Back Crime' or 'Drop the knife, save a life' because they seem short, catchy and memorable. I also wanted the name to be unique and stand out. I think this was a good way to plan for a name considering I was stuck on a name for ages. What I would improve is the way it was structured because I did not understand some of the questions and without someone explaining what I needed to think about I would have still needed help and would have not been able to think of anything. What I have ended up with was "on the edge".

Identity for a campaign-Logo


This is the logo of my campaign. I used turquoise colour because I thought of it to be a gentle colour as this campaign it not there so scare people but to encourage people to speak out and talk about carrying knives. I thought about how the typography affects the imagery and personally I like how it matches. Especially, how on some of the letters the letter runs off to the side or it elongates which is a bit edgy and correlates to the title of the social campaign title. I made the logo to resemble how knife crime is a sensitive topic especially as this would be delivered to people who are younger so I thought this would suit as it has comic appearance.

This is the feedback sheet I was giving for the logo that I created for the social campaign based on knife crime. I thought that the feedback was very useful and i will be taking on board what has been said about the logo. In general, I think that the feedback is very good and that I could make some improvements where necessary. I completed the same thing for other people in the class and they felt like their feedback was very informative and useful. What I disagree on is the blood dripping. As this campaign it meant to be for people who are entering secondary school; I do not think it is appropriate to have blood dripping on the logo. Maybe if my target audience was to be a bit older then I would take into consideration about the blood dripping of the knife. I believe that the blade does need to stand out.





Looking at the feedback and taking the information on.I decided to make some changes to the design. Firstly, I decided to change the colour to have more of an effect on the audience as the colour red connotes with blood, I thought by changing the colour it would be seen as a serious campaign to younger audience viewers. Also, having the title on the edge of the knife symbolises how people are on edge after they have committed the crime and how they live their life afterwards.                                                                                 



 To start off with the poster I started to look at royalty free images on websites like unsplashed.com and pexels.com  to look for images that related to knife crime. As I wanted to make it seem to have an animated feel. So I when on an app called Clip2Comic and tried out their comic filters. I was able to test all the filters and choose what I think look best animated. I chose the images selected to I can test what I would do for my project and the ideas. I thought about having an image from a crime scene that would be significant enough to be noticeable enough for anyone to realise how serious it it.

Using dark colour and earthy colours shows sad and wistful moods towards the audience. i thought about how a campaign should convince the audience about their actions having consequences, especially using a knife in the streets or for self defense. I believe that I was able to get the effects that I design and I think it would work really well with the social campaign as a whole.



I started off with using the same filter as the same images before. Most knife crime adverts I have seen are dark or quite simple in a sense that there is always a fade or they are not bright at all. I thought about the use of colour and how a bit of bright can represent the change in someone but also using the cartoon affect to show someones life as a story. I also thought about how this image can representing the fact that any knife can be used to harm or kill anyone even themselves no matter where they are.


I thought about using this image firstly to represent all different types of knives which can be used. I added a filter on top to stick with the theme of cartoons or animation. However, I think that now experimenting with the different filters I don't think I should add the filters because it looks better if the images were completely animated like a cartoon but I do not have skills to do that and if I was to complete this again i would certainly give myself enough time to at least teach myself the basics or have someone teach me the basics and help myself research into animation





I started using real images to have an impact on the audience when reading the the posters. I thought about having the cartoon effect and in the end I figured that I could bee seen as too childish because of the use of the filters or the characters people would think it would be too graphic for young audiences. I was able to make a photoshoot of the images and select the the best ones I thought I could feature as the final product.


These pictures I have taken below are all from the photo shoot for the campaign. I used Canon DSLR to take the images. I also I used a tripod to take some of the images and get myself involved of the images. These images were meant to catch the prospect of knife crime and how people can walk away or see the consequences for their actions. Using people instead of cartoons catch more of a realistic aspect of emotions so I decided to take images instead. I decided to use these shots because I believe that these are very

effective into creating story within knife crime for example, the third images shows a person on the floor been knocked out and someone recording them. This campaign is to show the message about reporting people or handing knives anonymously to the police and stop stabbing happening all over the UK especially London. I thought about how I want to portray the victims and how I would like the story to show within the images. Firstly, I discussed what I am planning on achieving and I also asked for
their opinions too about how they would like to see a knife crime advice leaflets and posters. Then I was able to produce images which are from different situations in these cases for example, an image of someone on the floor who has been attack or someone who is video or taking pictures of someone on the floor. showing images like these show different acts by people and how there is a consequence to every action.

To start off this poster I wanted this to be a portrait poster because I needed different varieties of posters to be able for billboard advertisements to be able to accept my poster so it can be shown to the target audience. What I started to do is crop the image so the image looks portrait and dramatic towards the audience. Once I was able to crop the image I was able to make the image slightly more dramatic by a cropping the whole body and using the arm and "Broken" phone that is placed on the floor, I was able to use this to symbolise someone being hurt of killed . Next I was able to use the gradient tool to make a red fade from one side to the other.I used this shade of red because it is a very emotionally intense colour as it represents life and death as blood is red. This can be associated with danger and war which can represent the social campaign and its message to stop knife crime and show the dangers and consequences. Using red helps the audience view the message of how much a serious subject the campaign is promoting. After creating the background colour I decided that the poster needed text which was quick and easy to
read. I decided to use yellow for the text because it represents hope and happiness. I believe that using this colour will help reach out to people and make them believe that there is always help and hope. To help them reach out for help from anyone. I wanted to address the audience when making this advert and I wanted to use second person pronouns because and would help convince anyone that carrying a knife is bad. Highlighting the important words like 'you' and 'alive' help my poster become more eye catching because this can help many people see what they can do or help other people. I decided to add a # so people can follow other people's stories which they can add to the hashtag online and create more notice for social media.


These measurements telling me the dimensions of each social media and how having images bigger or smaller than these images can cause some problems but if I want the profiles to be presentable and have no trouble when looking on a desktop, tablet or phone, it is preferable to have these dimensions so the images won't become stretched or pixelated on the profile so it is important to research this when your making these social media and follow this "cheat sheet" I found this from https://louisem.com/2852/social-media-cheat-sheet-sizes and this website tells you about different types of social media pages from Pintrest, LinkedIn and Instagram. However, my social media presence it meant to target more people who are teenagers from 11-21 and that age group are more likely to use platforms like Instagram and Snapchat. I believe with snapchat you can upload anything to a video to a GIF and you don't really need a any dimensions because Snapchat can only be viewed on a mobile or a tablet device meaning that there would be less dimensions to be sticking by because anything can really be uploaded. I am more likely to have a consistent Instagram presence then anything else as majority of teenagers I know use that social media and now they have the option on having adverts on Instagram I would be able to show the advert in different type of ways.



To start off, I decided to make a Instagram profile @on._the._edge._  as I feel like to make the Instagram page is the start to making the campaign nationwide because of the popularity of the social media platform. It is easy to access and it is easy to use and pass on to others who want to monitor the account of the social campaign. Once I am able to gain a popular social media presence I can make more accounts like facebook,twitter and snapchat. Then once I have all the accounts covered, I can also advertise them on posters and leaflets and let other people control the social media accounts from different areas to broaden the horizons and cover different stories from all over the country. This can also be a page young adults can refer to after they've seen a advert or been to a talk about knife crime and gun crime as the Instagram page would be updated regularly by someone representing the social campaign.

 To start off making this flyer, I tried to make the measurements similar to the basic normal measurements for a standard flyer. After I was able to find the measurements I was able to crop the image into the size and use the gradient tool to make a fade from the corner to match the colour schemes of the other posters. I believe that having the image of the arm creates suspense to the audience because they don't know if the person is the person with the knives or without the knife and they don't know the backstory. After cropping and using the

gradient tool I was able to add the logo and the Instagram username so the identity is shown throughout the whole leaflet and if people were interested in finding out more. I still want there to be a surrealist aspect so I used the Arial font to get a realistic aspect. Arial is the closest font to Helvetica that I could possibly find and research. After I included the logo and Instagram tag I was able to think about the important facts which were going to be on the flyer. They needed to be short and 'to the point' to make sure people are  intrigued by the facts and explore more. At the

moment the information can't be passed to everyone as not everyone has an Instagram account however, the target audience I have made this for are more likely to have this account. I chose to add a hashtag because I wanted people to be comfortable sharing their stories with other people all across the UK. Highlighting important words makes the flyer eye catching and noticeable so the target audience. Using the short phases help the campaign seem straight to the point and encourages the reader to be engaged and go to the Instagram page to gather more information.