Campaign proposal

Campaign proposal product

Save the Children

Target audience
My chosen gender for my target audience is male and the age range is 30+ because it’s more likely
that older people will be interested in my clothing range we have to offer.

Campaign message

My campaign message is that you can dress stylishly for less.

Launch date

May 31st of 2018

I have chosen this date because my clothing range is aimed at hot weather times and summer times.

Schedule of adverts

May 31st Advert 1, Billboard Warrington, Runcorn, Widnes 1 weeks

August 6th Advert 2, newspaper advert Warrington Guardian, 2 weeks

August 20th Advert 3, bus shelter, 1 weeks

Location of adverts
My location of adverts will appear in Runcorn, Widnes and Warrington on billboards,
Newspapers and Bus shelters.
Legal and ethical issues
Laws that apply to my work.
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.
The rights cover: broadcast and public performance, copying, adapting, issuing, renting and lending
copies to the public.
This is a CIVIL law, not a CRIMINAL law.
This means it is not a criminal offence to break the law, which could result in a fine or jail sentence.
Instead, the person who owns the copyright must sue the person they believe has broken the law.
The case is then heard in a civil court and if the person is found guilty of breaking copyright law then
they will have to pay damages to the owner of the copyright. The amount of damages is set by the
court.
This Law applies to me because I will ask the charity can I use their logo and I will not use any
branded clothing. I will also be using my own photos and slogan so therefore will not be breaking the
law.

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

This is a CRIMINAL law.

Therefore, anyone who is breaking the law could be arrested and prosecuted. It would result in a
criminal trial which if found guilty could result in a fine or jail sentence.

This law applies to me, but I will stick to the equality act as I will not discriminate against any
individual or group.

Trespass
This is a civil law.
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.

This law would apply to me if I decided to take the photographs on private property.
However, it will not apply because I will not be going to other people’s property to take
photos. I will only use my own home or public spaces.

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.

Anyone who believes their right has been broken can make a civil claim in the courts against those
they believe have invaded their privacy.
When applying the legal principles, the court will balance the claimant's right to privacy against the
right to freedom of expression.

This law applies to me and I will not take pictures without people’s permission and I will not
include a photo with someone’s information on.

The copyright act

The copyright act applies to me and I will not use someone else’s logo or slogan without
their permission. I will ask the charity can I use their logo before I begin making the advert. I
will not be using their slogan because I will be making up my own.

In some ways, this does not apply to my work as I will not be taking photographs in busy
areas because the whole purpose is to show the models clothing and not clothing of other
people.

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.

Defamation is a civil law and, so you would need to sue someone who you believe has damaged your
reputation.

The Defamation Act applies to me and I will not Slander people or damage people’s
reputation within my advert(s). I will also not damage the reputation of the charity.
It doesn’t apply to me in the sense that I will not purposefully make the model a focus of
ridicule.

Intellectual property
What intellectual property is?
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 must 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 trademark e.g. a well-known product name

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

This Law applies to me and I will not steal the names, slogan, brands or the design or look of
a product. I will look carefully at the clothes and the backgrounds to ensure I do not use the
intellectual property of someone else.

Ethical issues

An Ethical Issue applies to issues that are not breaking the law but would cause offence.

Representation is the main ethical issue affecting my adverts, whether by ensuring I

represent my target audience in a fair and inclusive way, for example with regards to
ethnicity and age, and I represent the charity in a positive way.

My target audience is 30+ male which includes men in this age range of all ethnicities.
However, as I am only making 3 adverts I will only use one model, which is a white male.
If I was to do this campaign professionally I would use more than one model and I would use
different people of more than one ethnicity.

I will also consider the representation of age. The clothes I will dress my model it will create
a positive image and not stereotype about age.

I will represent the charity in a fair way and will not damage the charity’s reputation in any
way.

Code of practice
The adverts will comply with the UK code of non-Broadcast advertising.
Misleading advertising
3.1
Marketing communications must not materially mislead or be likely to do so.
This regulation applies to my work because if I mislead the audience, for example by making
false claims, my advert will be taken down. I will not materially mislead my audience so
therefore this doesn't really apply to me.
3.2
Obvious exaggerations ("puffery") and claims that the average consumer who sees the
marketing communication is unlikely to take literally are allowed provided they do not
materially mislead.
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 regulation applies to my work and I will not mislead my marketing communications nor
material information. I will stick to this regulation at all times.

3.3

“Material information” is information that the consumer needs to make informed decisions
in relation to a product. Whether the omission or presentation of material information is
likely to mislead the consumer depends on the context, the medium and, if the medium of
the marketing communication is constrained by time or space, the measures that the
marketer takes to make that information available to the consumer by other means.

This regulation applies to me because I will not say in my print advert that the clothes are
brand new and I will make it clear that they’re second hand.

Basic rules

Harm and offence

1.1
Marketing communications should be legal, decent, honest and truthful.

This regulation applies to me because I will be honest, truthful and I will follow all
marketing communications.

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 adverts by the fact that I will not offend anyone under any circumstance
or offend any groups including religion.

4.2

Marketing communications must not cause fear or distress without justifiable reason; if it
can be justified, the fear or distress should not be excessive. Marketers must not use a
shocking claim or image merely to attract attention.

This applies to my adverts because I will not use shocking images or inappropriate images in
my advert.