tester for CJ

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Charity Shop Campaign: 5.1 Understand the nature of a campaign. #2

RSPCA: Royal protection for the prevention of cruelty towards animals.

They have a range of different campaigns but there main aims are:

Ø      To stop people being cruel to animals –e.g. beating them etc.

Ø      Abandoning pets on the side of roads etc.

Ø      And to get people to adopt rescued animals so that they can have a good life.

Other campaigns:

Think Pig:

It’s about the 160 million pig’s bread for meat across Europe every year. They believe that many of these pigs are living in poor and uneatable conditions. They say: ‘If you’re partial to a bacon butty, bangers and mash or a pork roast on a Sunday, then we’re urging you to ‘Think Pig’ when out shopping and make sure what you put in your shopping basket is a vote for better pig welfare.’

The reasons for this campaign are:

Ø      Pigs are highly intelligent creatures.

Ø      They are being caused unnecessary pain in a life that will end in death.

Ø      They have to sleep on base slate floors.

Ø      Poor conditions can increase the chance of tail biting between pigs due to stress.

Ø      Living a life of boredom with nothing to occupy their intuitive minds. 

Chickens:

Over 800 million chickens are breed in the UK for meat alone every year. The RSPCA believes that the quality of life is unacceptable. They are trying to get the EU to make laws clearer labeling of well breed chickens so that people know what they are buying across Europe and to get caterers more involved in using well breed chickens.

Facts about chicken’s quality of life:

Ø      80% of chickens have less space than an A4 sheet of paper.

Ø      Some can only live for around 35 days.

Ø      This can cause heart disease in chickens and other diseases.

Ø      There are kept mainly in the dark.

Ø      There not allowed to sleep for too long.

Ø      They are encouraged to eat more so they grow more quickly.

Ø      They receive ‘Hock Burns’ leg sores caused by wood shavings on the floor. They also cause Ammonia.

They ask people to support them by:

Ø      To check the labels in supermarkets and make sure that they go for organic as it’s the best quality of life for a chicken. Or Freedom foods (although this is not as good).

Since Jamie Olive and Hugh Fearnly-Whitingstalls campaign a few years ago it is shown now that less and less people are buying the cheap chicken and option for more expensive freedom foods as they are conscious of what they eat.

Puppy Trafficking:

It’s when puppies are breed in large numbers for a profit, with the breeders caring little about their welfare. Often puppies will become sick and some may die.

In 2006 some offers did an experiment and brought 6 puppies that had been trafficked. Two were found to have potentially fatal illnesses. That’s a third! Out of the two dogs one died of his illness despite vets doing all that they could to save him.

In 1999 the government brought in laws about Puppy Trafficking. Limiting the number of dogs you could breed with and the number of litters she could have. In Ireland Laws are slightly more relax so many pet shop owner may be buying the Puppies in. You also have to have a license if you are going to sell puppies on a large scale to the general public and they have to be checked by a vet.

They would like to bring in more laws to strictly control breeding and importing pets from abroad. Also to get police etc to enforce these stronger.

They are trying to raise awareness so that the public only buy puppies that they know where to buy them from properly and show that they don’t buy dogs that could have fatal illnesses or cost them alto of money to save.

Facts about Puppy Trafficking:

Ø      They are taken away shortly after birth.

Ø      Many don’t know their mothers.

Ø      They will not be vaccinated against diseases.

Ø      They don’t get the proper nutrients they need.

Ø      They will often be underweight.

Ø      They often have nothing but food and their own waste to play with.

Ø      Some will be sold for animal testing.

On the website there is also a film about this issue. It highlights important key facts.

 They also advice people how to spot puppy traffickers and poorly breed puppies:

Ø      You should see a puppy with their Mother and father; if not the father the breeder should be able to show you a picture of them. If not then be suspicious.

Ø      Get as much background about the puppy as possible.  And beware if the dog comes from outside the UK.

Ø      Ask to see the vaccination card. If the vets details are not on the card or are outside the UK the card could be fake.

Back Off Badgers:

The government this year announced that this year they were going to in certain areas have a badger cull because of a link between badgers with TB and cattle becoming infected with it. Although there is a vaccine that has be administered mainly in Wales the RSPCA are hoping that the Government will reconsider until they get the results from Wales.

Ø      Bovine TB is a strain of tuberculosis (a bacterial disease usually affecting the lungs)

Ø      Bovine TB can infect a wide range of animals including cattle and badgers

Ø      Prior to the pasteurization of milk and the testing and slaughter of infected cattle, bovine TB was an important source of TB in humans. However, control measures now mean that the current risk to human health is considered negligible

Ø      Although bovine TB is serious in cattle if it fully develops, it is very rare to see clinical symptoms in the UK because infected animals are identified through testing and culled long before they show any

Ø      The disease, and efforts to control it, have serious economic implications for farmers and government

Ø      According to Defra, in 2006-7 cattle testing and surveillance in England cost about £44 million and £24.5 million was paid in compensation to farmers for cattle compulsorily slaughtered

Ø      According to the Welsh Assembly Government, in 2006-7 spending on TB compensation and associated costs (e.g. haulage and slaughter) totaled just under £11.7 million

Ø      The RSPCA recognizes that bovine TB in cattle causes massive hardship for farmers whose herds are affected and that there needs to be a sustainable and humane solution

Ø      Over 92% of herds in Great Britain are free of TB, according to the Animal Health 2006 Report of the Chief Veterinary Officer 

Reviewing the EU Lab Laws:

They want the EU to review the laws of animal testing made over 20 years prior. They think that it’s cruel although this will help new drugs. We use rodents to test new drugs for toxin levels so that there shouldn’t be any side affects when humans are tested. Although this isn’t total effective all the time. A few years ago a drug was being tested and burnt off the patients fingers. One man had to re-learn how to walk after having skin grafted on to the souls of his feet again.

They believe that they should consider:

Ø      The necessity and justification for using animals is always critically reviewed.

Ø       Every possible step is taken to reduce the numbers of animals that are used and to significantly reduce their suffering and improve their welfare.

Ø       More is done to speed up the development of humane alternatives

They lobbied for:

Ø      Extension of the law to cover all research which may cause animals to suffer.

Ø       That each country should have a clearly defined and effective system of authorization, control and inspection of animal use.

Ø       That an ethical evaluation which critically assesses the likely harms to the animals involved (taking into account the whole lifetime experience) against the proposed ‘benefits’ of the experiments, must be part of the authorization process.

Facts:

Ø      Over 68,000 people signed our petition calling on the UK Government to work towards ending the use of animals in experiments, replacing them with humane alternatives, and to support the RSPCA position with regard to the new European laws.

Ø      Around 1300 establishments (including universities, pharmaceutical and chemicals companies) use a total of 12 million animals in experiments each year across the EU.

Hunting Act:

In 2005 there was a ban on hunting with dogs. But now there are threats that it could be overturned as the new coalition Government has promised to give MP’s free Reign on this subject. Before dogs where being breed for fox hunting only this meant that they were a threat to people and couldn’t be kept once they became too old.  Today people use drag hunting instead of traditional fox- This is when meat or something with a strong sent is dragged through a particular area and the dogs have to find it first.

Ø      In a survey 75% of the general public didn’t want the ban to be over turned.

The main messages are that animals in the UK need to be better protected. The target audience of the are adults  because of all the technical terms and animal lovers because it would interest them.
Methods to reach them are posters, websites, leaflets, Tv ad etc.
There is a very High sucess rate as it is one of the bigest known charitys in the UK.

Homework Definitions

Festival:

Is an event in a village, town or city for a set period of time –usually days or weeks. Showing different events or performances; for fun or to make a profit. There are all different types of the arts here such as: drama, art, music, comedy, and the list can go on and on. A good example of a festival would be the Edinburgh Fringe that I went to in the summer.

Campaign:

A series of events normally set up a by a group of people, a charity or a political party set up with an aim achieve awareness or make money for a charity about a certain subject. For example Barnardoes are a charity campaigning against child cruelty or child abuse.

Artefact:

Something that is existing. Anything in the material world can be classed as an artefact. Normally though we would refer to it as something form the past. Such as a Roman dress.

Performance:

The act of performing something to an audience at anytime. E.g. a rehearsal can be classed a performance if some one other than the director etc is watching. It’s only classed a performance if what you call an audience is watching.

Campaign Dove 5.1 #1

Drama Homework

Campaign

My Research

Dove Campaign for real beauty

I have chosen this campaign because I think that today it has real relevance in our society and is one of the more well known ones with people like Gok Wann and Trinnie and Susana helping out as well.

Today models have to be slim and tall. Many people are now challenging this with the rise in obesity in this country but also the rises of bulimia/anorexia in teenage girls as well as other well known eating disorders.

Also my friend Abby Laws is trying to run a similar campaign and is using many friends for help as well as the internet etc and should be meeting Gok Wann soon.

Fact and figures:

• In the USA over $13 million is spent on plastic surgery.
• Overall 4% of people will suffer bulimia in their life time but that figure is rising.
• 17 year old Taylor Momsen has so far spent over $10,000 on make up.
• In the states hundreds of girls age 10-17 over the summer enrol in a model school for over $1000.
• After 6 sessions on a sun bed one girl contracted skin cancer.
• In the hit TV show “Gossip Girl” one of the main characters has bulimia.
• It is better now because some magazines are using real readers/ people.
• Britney Spears recently released photos of her not being airbrushed.
• Dance and film industry auditions meant you used to had to be thin to get a job(this isn’t such a big problem anymore).
• A lot of videos on youtube.com promote healthy eating.
• 1 in 5 people in the world suffer from an eating disorder.
• 70 million individuals are affected by eating disorders worldwide, with 24 million being American.
• 10-15% are male.
• 90% of women with eating disorders are between the ages of 12 and 25.
• Currently approximately 11 % of high school students have been diagnosed with an eating disorder.
• 15 % of young women in the US who are not diagnosed with an eating disorder exhibit substantially disordered eating behaviour and attitude.
• 4 % of college-aged women have bulimia.
• Approximately 50 % of anorexics will develop bulimia or bulimic behaviours.
• 31% of teenage girls in the US and 28 percent of teenage boys in the US are overweight.
• 15 %of US teenage girls and almost 14 % of US teenage boys are obese.
• Approximately 60 %of those with an eating disorder that seek treatment will recover.
• Without treatment up to 20%of those with serious eating disorders will die.
• At least 50,000 individuals will die as the result of an eating disorder.
  

Doves Challenge:

Dove, this year, are aiming to get to over 5million women to help them feel good about themselves. So far they have helped 6,097,588 people look and feel good about themselves.

In their adverts they show real women as do their posters etc.

On their website they have many articles on Photo shopping images in magazines, how to feel good about yourself etc.

They are against the typical stereotypes holding open auditions for people to star in there posters and adverts. They also hold workshops to help girls as well.

Official website:

http://www.dove.us/#/us_landing.aspx

Information on Dove:

• Made by Unilever. (My dad works for that company).
• Started 1995
• In 2006, Dove started the Dove Self-Esteem Fund. It purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves".
• They have made multiple films.
• One aired in the super bowl XL.
• Dermatologists showed that Dove dried and irritated skin significantly less than ordinary soaps.
• They won more than 24% of the market in 2003.

Class Notes:

It was interesting to see what people had chosen to do. Many people had chosen Government run schemes (for example drink driving etc.) or charity run organisations. Only 2 people out of around 30 did actually chose a business run origination, although technically mine is a business, but the campaign its self runs on donations.

Other people in my group chose:

Sam: Drink driving. Because we should be more educated on it and it kills a lot of people every year (like the accident in Herthersett many years ago.) This was a government run scheme and has been publicised by the adverts that we all knew about in the group. We found them all a little scary but it was a good way to get the point across.

Beth: RSPCA because it’s a well know charity and many people seem to empathise with animals/pets. It is a well publicised charity that we all knew about.

Ryan: Love Food Hate Waste. About supermarkets etc throwing out perfectly good healthy food. This has now been published by chefs on TV preparing a banquette to feed around 100 people by using unsold produce and supermarket waste. WRAP is funded by the government it stands for Waste and resource education.

Charlotte:

Chose the NSPCC. Because it has relevance to all of us being children. Especially after Baby P etc. We all agreed that this was a very good campaign recognised all over the UK and also in Wymondham Abbeys Christingal service.

Cathy: A homeless charity in Canada. We all thought that although this may be an issue over there we are to far away to know the situation and since it hasn’t been a major news issue in the last year that it although was a good campaign was just to far away.

In the end we agreed on the dove campaign because of the pressure on put on young people by the media and TV/film industry to become thinner, as well as that this could refer to bullying by self esteem issues etc. Also because this has a lot of relevance to people our age.

Also we could then teach are beliefs about beauty on to younger children so that it will change the way people view beauty. Every one is beautiful in their own way.

Slogans:

Pretty Face; Not pretty Pictures.

Don’t take the fake.

Radio (Will show editing skills as well as drama)

We came up with a lot of Ideas to publicise our campaign:

We would create a radio advert because a lot of people do listen and  has advertising space that is effective but not as expensive as TV.

The radio stations we would advertise on are:

Kiss (because they have a local station in the Norwich area, and they are very popular).

SYNA (because it’s a youth run scheme and we know the people to approach – Cyra Bull, Jess Harris and Evie Callby.)

And BBC Norfolk because again they are very local and they would be happy to do an interview with us.

TV (drama, art, and media studies)

We could also go on TV shows to do interviews about our campaign such as :

The One show (because it’s a culture show –although it may be too national)

Newsround (because it’s easy to get on their show and it would be taking it to a younger audience).

As well as Look East because they are local news program that many people in are area watch.

Magazines :

We could also put adverts into local newspapers/magazines. Such as: EDP The Norfolk Journal, EDP, The Mercury, WHY High, The Dereham Times.

Posters (art):

We would publish posters to go around the local area. Ask shops around Norfolk to put them in their shops.

We could also give out flyers in Norwich places like ST. Stevens, Street, The Castle Mall and Chaperfield.

Celebrities (this will show PA skills):

In most campaigns they have celebrities that would like to help the campaign.

We have chosen 4 celebrities we would like to help people:

• Stephan Fry because he has previously had depression and could give a talk or free advice to people like him.
• Jake Humphreys: Because he’s local although we are not sure what he would do to help out other than just show his support to people. Although he could do a team talk to the women about feeling good about themselves at
  Norwich Citsy Carrow Road
  .
• John Tickle could do a science experiment at Wymondham High about metabolism or diets etc. Because he is also local and went to Wymondham High.
• We could also get Gok Wann because he is coming to Norwich soon and will support a project like this with the TV shows that he does.

Other Ideas (involving Media.):

• We could get the Drama students to write a play and perform it to the school about bulimia / eating disorders or bullying causing people not to feel confident in themselves. (show theatre/ drama skills)
• We could hold a catwalk in Norwich and just get people to walk along it. It would be outside the forum and could charge people a fee to enter. (This would show organisation and similar skills that we learnt with Bright Sparks in the summer).
• Clothes swapping (similar to Bright Sparks / art for the decoration around the venue.)
• Rubix Party – you were as many colours as possible and at the end of the night they have to be all in one colour (this would mean that women met new people and make new friends.)
• We could have a photo booth were we take photos of people at any point and they say something that they don’t like about themselves and we show them how the photo looks/ how they can improve it.  (photography/art)
• Have a photo of someone who has been photo shopped and one who has not and do a survey of people who like which one better. (ICT and people skills).
• We could do creative writing about why people care about their image and why so many people are depressed about it/ don’t like the way they look. And then hold a performance. (creative writing and drama performance.)
• Hold a body shop party (PA skills and advertising.)
• Hold a fashion show showing fine arts students work and the felt shows that we will make. (textiles).

The main message is give give women more confidence in themselves to make women feel better because of eating problems, diets, and surgery to make them feel good about themselves where as they shouldn't feel like they have to change themselves to appeal to today's society.

The target audience are women and men who feel bad about themselves. They are form teenagers upwards.

They have TV adds, posters, leaflets and a website people can look at publicize this. The campaign is also advertised in areas that they were able to reach. They set a target of 5 million women to met and had reached that target. This was a good way of judging how good the campaign was by reaching that target although it could have been publicize better because they could have reached alot more people if it was more widely known about.

Campiagn Lesson 1

Today we are learning about campaigns by watching 'Mary Queen of charity Shops'.
We learnt that only 25% of what people are donating gets sold.
They need more donations. None of the workers get paided because they are all volenters. This menas that all profit made should go to the charity or organisation that this charioty shop is supporting.
However in some cases they are having to pay nearlky £100 of profit a week on bins to throw away things that people should be throwing away at home.
In 2007, and 2008 there was a dramatic increase in profit made from charity shops. This was caused by the resesion.

Todya charity shops still need more help. People need to make donations that they are able to be sold for a dencent profit. Charity shops are shops and not bins and people need to relise that.

By Laura and Ryan

yay I have made my own blog!