Unit 3.2

 Unit 3.2 - Designing your materials

Structuring your information -

You need to make sure the message has a sensible, logical structure. Like, are the ideas in the right order? Are you repeating yourself? Have you proofread for spelling, punctuation and grammar errors.

Layout - This is important in whatever materials your are using. You might also consider the amount of information you include to make sure that your materials are not cluttered. The amount of information you include will depend on the type of material you are using. Like, you can't fit as much on a mug as you would on a leaflet

Using images and other ways of capturing attention - 

It is important that your campaign materials capture people's attention and enable you to get your message across. A number of ways can be used to do this.

Images - 

This is the most obvious way of grabbing people's attention a well chosen image can make a powerful impact. The image needs to communicate the message of the campaign clearly. Like, the 'spoon' poster is a part of Karma Nirvana's campaign against forced marriage, it is aimed at young women who are being taken out of the country to be married against their will. It tells them to hide a spoon in the underwear so that it will trigger the alarm at airport security and they can get help. 

Some campaigns deal with distressing subjects and images may need and be able to help convey this. Some campaigns suit more positive images, like the beneficial effects that could come from the campaign.

Text -

You need to consider the font and the size of the text that you will use. It might be best to use the same font throughout and to vary the size and boldness. If you try to cram too much text in to little space it may make it harder to read. 

Colour - it is important. Darker text makes it easier to read

Logos - it can be valuable for the campaign. It will give your campaign clear identity and it will give consistency to your message, this will help people recognise the work of your campaign.

Radio and TV adverts - A script should be wrote for it and a scenario that would capture and hold the audiences attention.

Using persuasive language - 

Your language needs to persuade people to get involved and support your campaign. Persuasive language uses a range of techniques to get your message across.

Repetition - E.G. 'carrying a knife can kill, kill, kill'

Triples - 'dangerous, deadly and disgusting'

Exaggeration - 'together we can change anything'

Emotive language - 'evil' and 'deadly'

Rhetorical questions - 'Do you always want to be afraid of this?'

Speaking directly to the reader - 'you' and 'we'

Anecdotes and human interest stories - When you have written your text, re read it and ask yourself, would you find it credible?

Promoting action - 

Campaigns to change will generally be aiming to engage people in action. Action could range from signing an online petition to attending a demonstration, volunteering to help with the campaign or lobbying  a local councillor or Member of Parliament.

You have to make sure that your materials explain what action you want supporters to take and that they encourage them to take this action. Like, if you wanted people to attend a demonstration, the detail as of where and when need to be clearly stated on your poster or leaflet. If you want people to sign an online petition, the website where they can access it must be clear and not too complicated.

Considering your target audience - 

Having a target audience means there are particular people whose attention you want to gain. In topic 3.1 part of your campaign planning will have involved identifying your target audience. Materials that you design must attract your audience. You must have the correct type of materials and the information in them should be engaging to the audience. Like, young people may be more attracted to concise information with a catchy tagline. They may also wear wristbands and t-shirts more than likely that is associated with the campaign especially with an appropriate design.

Aligning your materials with your campaign -

You need to make sure they are clearly linked to each other. All materials should be giving the same basic message. This could be in form of a tagline - a short phrase that sums up your campaign and that can be used on any materials you produce. Like the tagline 'Stop hate, Start here' used by Stop Hate UK. If you decide to use a tagline, consider the choice of language carefully and refer to the section on persuasive language above when you are writing it.

Variety in your materials - 

Your materials should carry the same basic message, you could introduce limited variety. Like, if your campaign aim was to discourage young people from carrying knives, your core message of 'Don't carry a knife' might be at the top of every poster, underneath you may have 'You can go to jail' on one poster 'You can shame your parents' on another. This allows you to get across different aspects of your message.

Using a logo  - it is a good way of keeping an element of consistency throughout all your materials and it also means supporters will always recognise your campaign 


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