Shelter Advert
Analysis Context Shelter is a UK based housing and homelessness charity ( less money to spend on advertising and marketing than commercial campaigns, hence more print based ) Campaign targeted liberal reformers and carers (Young and Rubican personality types), family orientated Main focus of campaign - to direct potential charity users to seek advice and help ( link with Big Issue strapline - a 'hand up, not a handout' ) Maintaining limited production values , campaign focus was poster ads plus Facebook and mobile messaging (only 6 weeks) Hopes for 'audience identification' with ordinary people in distress - a key selling point of many charity campaigns in this elements of social realism Dual target audience - those experiencing problems and people who can help via donation Socio/political context - effects were still being felt from the 2008 UK banking crisis (economy shrank considerably at 2010 end leading to austerity for more people than previous years). Ma...