Campaign Proposal

Product
Age UK

Target Audience
The target audience for my campaign will be male and female aged 25-35.
Campaign Message
The adverts are conveying that you can still look good even though the prices are really
cheap.
Launch Date
The launch date for my campaign will be the 1st November because the date is the start of
winter and the target audience is going to be looking for warm clothing but at a cheap price.
Schedule of Advertisements
1st November – Advert 1 – 2 weeks
15th November – Advert 2 – 1 month
22nd November – Advert 3 – 1 week
Location of Advertisements
Advert 1 – Bus stops
Advert 2 – Billboards in town
Advert 3 – Warrington Guardian
Legal and Ethical Issues
Copyright Designs and Patents Act 1988:
The law gives the creators of literary, dramatic, musical, artistic works, sound recordings,
broadcasts, films and typographical arrangement of published editions, rights to control the
ways in which their material may be used.
I would apply this to my work by using my own images, coming up with my own slogan and
not to copy any others, and to get permission to use the logo of the charity.

Equality Act 2010:

This law legally protects people from discrimination in the workplace and in wider society.
It is against the law to discriminate against anyone because of:
- Age
- Being or becoming a transsexual person
- Being married or in a civil partnership
- Being pregnant or on maternity leave
- Disability
- Race including colour, nationality, ethnic or national origin
- Religion/belief or lack of religion/belief
- Sex
- Sexual orientation

I would apply this to my work by not putting anything in my images or in my slogan that
discriminates or offends anyone.

Intellectual property:

Having the right type of intellectual property protection helps you to stop people stealing or
copying:
- the names of your products or brands
- your inventions
- the design or look of your products
- things you write, make or produce

Copyright, patents, designs and trademarks are all types of intellectual property protection.
You get some types of protection automatically, others you have to apply for.

You own intellectual property if you:

- created it (and it meets the requirements for copyright, a patent or a design
- bought intellectual property rights from the creator or a previous owner
- have a brand that could be a trade mark e.g. a well-known product name

If you believe anyone has stolen or copied your property you would sue them in civil court.

Types of protection
The type of protection you can get depends on what you’ve created. You get some types of
protection automatically, others you have to apply for.

Automatic protection

Protection you have to apply for

Examples of intellectual
Type of protection Time to allow for application
property
Trade marks Product names, logos, jingles 4 months
Appearance of a product
Registered designs including, shape, packaging, 1 month
patterns, colours, decoration
Inventions and products, eg
Patents machines and machine parts, Around 5 years
tools, medicines

I would apply this to my work by thinking carefully about the clothes the model is wearing
and making sure he/she is not wearing any branded clothing e.g. Nike, Adidas.
Trespass:

Trespass to land consists of any unjustifiable intrusion by a person upon the land in
possession of another. Civil trespass is actionable in the courts.

I would apply this to my work by making sure I have permission to take photos in a certain
place. Taking the photos at home or in a public place I won’t need any permission.

Privacy:

The introduction of the Human Rights Act 1998 incorporated into English law the European
Convention on Human Rights.

Article 8.1 of the ECHR provides an explicit right to respect for a private life:
Article 8 protects your right to respect for your private life, your family life, your home and
your correspondence (letters, telephone calls and emails, for example).

Privacy Law is a law which deals with the use of people’s personal information and making
sure they aren't intruded upon. These laws make sure people can't have their information
wrongly used without permission.

I would apply this to my work by not taking a picture of anyone else without their permission
other than my model.

Defamation Act 2013:

This Act reformed defamation law on issues of the right to freedom of expression and the
protection of reputation. It also comprised a response to perceptions that the law as it stood
was giving rise to libel tourism and other inappropriate claims.

The Act changed existing criteria for a successful claim, by requiring claimants to show
actual or probable serious harm (which, in the case of for-profit bodies, is restricted to
serious financial loss), before suing for defamation in England or Wales.

It also enhanced existing defences, by introducing a defence for website operators hosting
user-generated content (provided they comply with a procedure to enable the complainant to
resolve disputes directly with the author of the material concerned or otherwise remove it),
and introducing new statutory defences of truth, honest opinion, and "publication on a matter
of public interest“.

LIBEL
A written, published false statement that is damaging to a person's reputation.

SLANDER
Making a false spoken statement damaging to a person's reputation.

I would apply this to my work by, if you make the model look stupid or a figure of fun which is
totally unlikely, you’re not going to ridicule your models. So this doesn’t really apply to work.
Ethical Constraints:
Rather than legal constraints, ethical issues are based on judgement. They are what society
considers as morally acceptable.
If something is seen as ethically wrong as it is first investigated to see if it is breaking any
laws. However, if it is not in violation of any of these laws then it comes under ethical issues.
This means that no law has been broken, however the public may see it as offensive or
controversial. Many ethical concerns are raised by groups of specific people. These groups
may find the publication offensive, due to how the minority are represented.
Ethical concerns which come into media production are things such as:
- Protecting under 18s
- Representation of age, gender, race, disability, sexuality and religion
- Using off the record information
- The power to influence public opinion
- Interviewing vulnerable people or children
- Anything that could cause offence or harm
- Presenting an individual or their views as being representative of an entire group or
people
- Running premium rate phone lines
- Using hidden microphones
- Making a product which offends or insults a viewer/listener/user
Representation
Representation is the main ethical issue. Representation of people. My target audience is a
certain gender and age e.g. women aged 30-40, and you be using all ethnicities. But I’m only
going to be using one model.
If I was going to the campaign professionally I would use more than one model and I would
use people of more than one ethnicity/different ethnicities.
Representation of age:
The clothes you dress them in will create an image of e.g. women aged 30-40.
Code of Practice
Basic Rules of Compliance
1.1
Marketing communications should be legal, decent, honest and truthful.
This applies to my advert because I will be honest in what I say about the clothes the model
is wearing and saying that they are second-hand.
1.5
No marketing communication should bring advertising into disrepute.
This applies to my advert because I won’t bring the advertising industry into disrepute.
Misleading Advertising
3.1
Marketing communications must not materially mislead or be likely to do so.
This applies to my advert because I will not be saying the clothes are brand new, I will be
honest and say that they are second-hand.
3.3
Marketing communications must not mislead the consumer by omitting material information.
They must not mislead by hiding material information or presenting it in an unclear,
unintelligible, ambiguous or untimely manner.
This applies to my advert because I will always be honest about what I say about the
material of the clothing and saying it’s not brand new.
3.8
Claims for the content of non-fiction publications should not exaggerate the value, accuracy,
scientific validity or practical usefulness of the product. Marketers must ensure that claims
that have not been independently substantiated but are based merely on the content of a
publication do not mislead consumers.
This applies to my advert because the clothes I will be advertising are second-hand and I will
not say that any of the clothes are valuable.
Harm and Offence
4.1
Marketing communications must not contain anything that is likely to cause serious or
widespread offence. Particular care must be taken to avoid causing offence on the grounds
of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on
the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule.
Marketers are urged to consider public sensitivities before using potentially offensive
material.
The fact that a product is offensive to some people is not grounds for finding a marketing
communication in breach of the Code.
This applies to my advert because this will damage the representation of the charity.
Privacy
6.1
Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless
that person has given the marketer written permission to allow it. Marketers are urged to
obtain written permission before:
- referring to or portraying a member of the public or his or her identifiable possessions;
the use of a crowd scene or a general public location may be acceptable without
permission
- referring to a person with a public profile; references that accurately reflect the contents
of a book, an article or a film might be acceptable without permission
- Implying any personal approval of the advertised product; marketers should recognise
that those who do not want to be associated with the product could have a legal claim.
Prior permission might not be needed if the marketing communication contains nothing that
is inconsistent with the position or views of the featured person.
This applies to my advert because I will be only taking a picture of my model and not taking
a picture of anyone else unless they have given me permission to do so.