Home for life - TV Campaign
This is a TV campaign aimed at elderly people. The aim to to make them think about what will happen to their pets once the owners themselves have past away. The advert has very slow and calming music which indicates the older audience as the advert is at a very slow pace. There is also a shot of the cat having been left out which pulls on peoples heart strings and makes animals lovers feel very sorry for the cat which makes the video campaign have more on an effect on the viewer and encourages them to sort out a plan for their pet. There are also several shots of the cat looking very cute which attracts people who like cats attention as they would want to know what the campaign is about and how to prevent there pet being left alone once they have passed. The video uses a direct mode address "for your FREE information pack". This makes people feel as if they have to get a pack and by have the word "free" in capital letters it empathises that they do not have to pay at all to be involved with the charity.
This is the RSPCA poster campaign. It is a dog sat on a sofa looking out towards a window. The dog is in the centre of the shot which puts the main focus onto the dog. There is nothing around the dog, it is in an empty room which suggests that it has nothing left any more which creates sympathy for the dog and makes people want to get involved with the organisation to prevent things like this happening to other dogs. In the right hand side of the screen, in the direction the dog is looking in, there is a patch of light coming into the room. This could suggest that things could get better for the dog and he/she could have a brighter future with the help of the RSPCA and also the people looking at the poster if they were to get involved and donate their money to the charity. There is a metaphorical question that also uses direct address at the bottom of the advert which is "Who'll look after me when you're gone?" This makes the audience think about who will look after their own pet if they were in that situation and encourages them to figure out a plan for there pet, and the personal address makes it seem more personal like the campaign is reaching out specifically at them.
This is the website for the RSPCA home for life campaign. The website uses the rule of three to state 3 reasons as to why the home for life campaign is a good thing to have. This encourages the reader quickly as it has little writing and is straight to the point. The three steps are also very prominent on the page to it easily catches the reader attention. The website also has a quick sign up box so people can easily sign up with out a long and complicated process which is important as the target audience for this campaign is older people and they may not be very up to date with technology so a simple sign up box is very useful for them. The largest feature on the website is a link to the video campaign so people can watch that video as well as view the website. The website also has the RSPCA and the home for life logo which also appears on both the video and poster campaigns so people can easily link the 3 different media pieces together. Below the fold there is a link to the part of the website where people can get involved with their campaign, this encourages people to take part in the campaign in some way. There is also an option to share their web page to any form of social media eg facebook, twitter or youtube. This way people can get involved with the campaign without giving money and can also raise awareness by sharing the page with their friends.
Questions
This campaign is run by the RSPCA and is about people sorting out a plan for their pet once they have died. This is a charity campaign as their aim is to save and protect pets and prevent them from being left alone in a house once their owners have died. This campaign wants their audience to create a plan for their pets care after they have passed away. The target audience is elderly people who own pets. You can tell this because the different media products are all quite simple, the video has slow and calming music with a small amount of large writing across the bottom of the screen. A old person is also in the video holding a cat which would suggest that it is for older people with cats or dogs.
All of the media products produced for this campaign are linked, you can tell this because they all include the home for life and the RSPCA logo.
We would expect to see the TV advert on channel such as BBC 1 & 2, ITV and channel 4 & 5. They would be shown in the evening at around 8pm when older people are watching there evening TV. The poster advert could be placed on buses, billboards and around old peoples homes.
