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CAMPAIGN: AN ORGANIZED COURSE OF ACTION TO ACHIEVE A PARTICULAR GOAL.

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CONTENTSCAMPAIGN 4COMPETITION 6WHO ARE THEY 8

UNDERSTANDING OUR

CAMPAIGNOUR BRIEF WAS TO CREATE A CHARITY CAMPAIGN FOR A LOCAL CHARITY. THIS WAS TO PRODUCED THROUGH TWO OR MORE MEDIUMS. WE HAD TO RESEARCH LOCAL CHARITIES AND CONTACT OUR CHOSEN CHARITY WITH INFORMATION ABOUT OUR PROJECT AND OUR SERVICES.

When we were first presented with this campaign, I began to research into charities around Maidstone that I felt had a cause, that I really felt passionately about.

I wanted a charity that I also felt strong enough about the cause that I could understand what sort of information needed to be put into their promotional material, without need for consultation until presenting the initial design.

Originally I was looking at local charities that I didn’t have any contact with, after some research this showed that I was limiting myself as to whether the charity would use the promotional material that I would be designing for them.

This was where I had to make a decision as to whether I would like to see my material being used in a real situation.

My colleague Edward was looking at large national charities such as the breast cancer charities, he suggested that I looked at assisting the charity that my father worked for; Tunbridge Wells Mental Health Resource.

This was a charity based in Tunbridge Wells, providing support and confidential service for people with mental health issues. I had helped design a few flyers for them prior to his project, I had also been commissioned as their official photographer for their fun run even in October 2010.

I came to the decision that providing my services to this charity I would be supporting a worthy cause and I would also have the pleasure of seeing my designs being used as the promotional material for the charity.

I contacted my father and explained about my project and what it entails and his response was extremely positive as I knew that their advertising was extremely old fashioned and not in tune with the current advertising.

Edward was struggling with the concept that his designs may not be used if he decided to support a national charity. I presented him the offer of collaboration with TWMHR, to which he thought about and then later, accepted.

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“WE WOULD BE DELIGHTED TO ACCEPT YOUR ASSISTANCE IN HELPING OUR CHARITY BETTER IT’S ADVERTISING AND PROMOTIONAL MATERIAL”

Chris BeechingCo-Ordinator

WHAT’S THE

COMPETITIONBEFORE WE STARTED ON OUR CAMPAIGN WE NEEDED TO LOOK INTO WHAT TYPE OF ADVETISING OTHER CHARITIES SHOWED, MAINLY THE OTHER NATION MENTAL HEALTH CHARITIES. AS MENTAL HEALTH IS A SERIOUS ISSUE, AN ISSUE THAT IS SUBJECT TO A GREAT DEAL OF STIGMA AS IT IS AN ISSUE THAT TENDS TO BE PUSHED AWAY.

We looked at a variety of charites to give us an idea of how charity advertising stands.

The two main charities that we looked at were Rethink and Mind. These are both national charities in the UK and had a great marketing strategy. Their designs are both clean and simple.

The Mind charity showed the best designs and advertising, they had obviously put a great deal of money and time. They had employed a professional advertising company to create a brand and identity for themselves.

We looked at the current advertising strategy of Tunbridge Wells Mental Heatlh Resource, we felt that it was very traditional and old fashioned. Our initial reaction was that it needed to be much more fresh and clean, they had incorporated very little white space and the fonts and colours were vastly outdated.

The current logo was also very outdated, the people standing round, we felt was more Gothic horror than showing a community spirut, we felt that a logo like that such as Mind would be a lot

more effective as it looks like it was hand drawn which makes it a lot easier for the viewer to symapthise with the charity.

Apart from the name of the charity underneath their logo, their was no connotations explaining who, or what the charity was. This means that their audience would almost immediately be switched off, as it was quite a negative image.

As the government funding for mental health support was changing in the next few years, TWMHR needed a better marketing strategy as they needed to be able to gain outside funding from the general public and other organisations.

A better advertising style would make more outside people feel that they can donate to the charity as a professional exterior is the best way to portray a organisations, as the majority of the general public will only be basing their views on what they have in their hands, whether it be a poster, flyer etc.

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WHO

ARE THEY

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TUNBRIDGE WELLS MENTAL HEALTH RESOURCE LTD (MHR), A REGISTERED CHARITY, BASED IN THE HEART OF TUNBRIDGE WELLS, WAS FOUNDED IN 1993 TO PROVIDE PRACTICAL AND EMOTIONAL SUPPORT IN A SAFE AND CARING ENVIRONMENT, FOR PEOPLE SUFFERING FROM MENTAL ILL HEALTH. FIGURES SHOW THAT IN THE REGION OF 160,000 PEOPLE IN KENT REQUIRE SUPPORT FOR THEIR MENTAL HEALTH ILLNESSES.

Despite living in what is popularly thought to be an affluent area, many of these people find themselves in financial hardship and social isolation as a result of their illness, sometimes losing their job, home and family.MHR seeks to empower people with mental illness, so they are able to re-take control of their lives, increase their self-confidence and feel a full and valued member of society.

Today, MHR is one of the few organisations providing comprehensive services and support delivered through our Centre, Advocacy and Reachout projects in the Weald of Kent area,Advocacy and Reachout projects in the Weald of Kent area, which includes the major towns of Tunbridge Wells, Tonbridge, Sevenoaks and the rural surrounding areas.

Our services are funded through both statutory and fundraised income and are delivered by paid staff with the support of volunteers.