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Social Action and Community
Media
Existing Product Research

Case Study: Homeless Link
Purpose:
The purpose of this website is to raise
awareness on the topic of homelessness and
provide information to the general public of
England on this topic and what they are to do
to support this charity and how they are able
to get involved.
Aims:
The aim of this website is to allow the
homeless people to see what kind of support
is out there and to be able to compare their
situation with others.
22Creative Media Production

Techniques:
One of the techniques that have been included in this website is the
highlighting of the headings. On the website the main headings have been put
into a bright colour so that it is the first thing that catches the audiences
attention so that it is able to give the audience the chance of not having to
read through a section of text that may not be relevant to them and proceed on
their search. Another technique that has been used for this website that has
been effective is the use of imagery; the charity has chosen to include positive
imagery which reflects to the audience as success and gives a good
impression to the audience about the charity.
As homelessness can be a tough subject the use of bright colours in the
website gives off a positive happy vibe as if the charity had chosen to use dull
colours (black white) this may have put off some of the audience. Another
creative point about this website would have how the logo of the charity
reflects to the word ‘Link’ of the title of the charity.

Impact:
The impact that this website has created is that it has been able to inform the public of England on the
reality of what homeless people have to struggle with and informs the public on ways that they are able to
contribute to the charity. Another impact of this website would be that it gives a large amount of detail to
the homeless people and is able to give them clear advice on what options are available for them .
Homeless link:
We have 500 members, largely homelessness charities who work hard every day with the 70,000 or so
homeless people who access their services. They are mainly local community based organisations in
towns and cities across the UK providing fantastic direct support to homeless people through hostels, day
centres, outreach and resettlement agencies, housing advice centres, youth projects, health projects,
welfare rights groups, regional homelessness networks, refuges, drug and alcohol services and faith run
voluntary services. The focus of our network is on the people who help people to come in from the cold
engaging and stabilising people and helping them on the journey out of homelessness. Our network
includes the national campaigning organisations that are public names and, increasingly, public services
who are committed to preventing and ending homelessness in their local area.
We work in close collaboration with our members, partners and with national, regional and local
government to:
Combat the causes of homelessness
Provide high quality and innovative services to help people move on to settled accommodation
Work to reduce the risk of new people falling into homelessness.
National and international charities join Homeless Link to link themselves in with the cutting edge work
that our members are engaged in as our country leads the world in the campaign to end homelessness.

Case Study: Shelter Homeless Charity
Purpose:
The purpose of this website is to bring
awareness to the homelessness and helps to
inform the public on what they can participate
in helping. It also informs the people who
need the support what they can get support in
and how they are able to contact them
Aims:
The aim of this website is to bring awareness
to the public eye about homelessness and the
options that are available are out there for
homeless people.

Techniques:
One of the techniques that they have used on this the use of imagery, in this
website they have chosen to use images that create sympathy and make the
audiences have some kind of emotion about this situation and raises the
chances of the charity getting support from the public especially in this
situation as they have used a picture of a young child which will be more
affective. Even though they have included negative imagery they have also
included positive imagery which reflects to their success. Another technique
they have included to this website is the use of rhetorical questions, by using
these kinds of questions the charity is able to get the audience really think how
it may be to be in that kind of situation and brings an higher chance of being
able to get some kind of contribution form the audience. The rhetorical
questions also allow the homeless people to question their own situation and
narrow down on what kind of support they may be requiring and makes their
searching process quicker then expected. One other techniques that the
website has included in the website that is effective is how they have changed
the letter H in the logo and have shaped it into a house shape, this is able to
let the audience directly understand that the charity is linked with housing.
Another good technique that they have included on to this website is how they
have highlighted the main headings so that they are the first things that catch
the audiences attention and if the topic is irrelevant to them they don’t have to
carry on reading the small print, by making the headings bigger it is able to
make the audiences searching process quicker.

Impact:
This charity has been able to create an impact on homeless people by making them more aware of what
kind of support they are able to receive and how they are able to get this support. This website also is able
to give further information to the public and community of England and Ireland on what they are able to
do for contribute and help the charity.
Shelter:
Shelter Scotland and Shelter England are separate operating divisions of Shelter, providing services,
campaigns, policy, web content, media and training independently.
Even before devolution and the setting up of the Scottish Parliament in 1999, Scottish housing and
homelessness issues were dealt with in Scotland. Shelter Scotland focuses its attention exclusively on the
Scottish political scene, ensuring that we are effective both north and south of the border. We're
approachable; Shelter is a lifeline for anyone who is homeless or suffering in bad housing. If you’re faced
with losing your home, we’ll do everything we can to help you keep a secure roof over your head.
We challenge; Home is a basic human need. In our affluent nation, everyone should have a home, and
Shelter is challenging the people in power to make that vision a reality, through tenacious lobbying,
persuasive research and policy reports, and high-profile public campaigns.
We're enterprising; Shelter strives to get the most out of every penny it spends. We’re proud to join forces
with like-minded organisations, to share our ideas, and develop creative ways of tackling housing need.

One of the differences on these websites is the use of images as the first page (shelter) has chosen
to use images that show the negative prospective of this situation whereas the second image has
used positive images throughout the website. Both websites have chosen to use the same kind of
layouts which shows that this kind of layout must be the most affective off layouts. Another
difference between the two websites is the colour themes as one of them has chosen to use bright
colours which gives off a positive vibes to the audience.

Case Study: Samusocial (Egyptian)
Purpose:
The purpose of this campaign is to bring
global awareness to the subject of
homelessness and to provide information to
the public and the to the people that are in
need of support that there is a organisation
that is able to support them.
Aims:
The aim of this campaign is to make
everyone internationally aware of
homelessness and what the people that live
on the streets may have to go through.

Techniques:
One of the techniques that they have used in this campaign is the use of
imagery and how the image it self is able to explain the subject and the
purpose of the campaign without the use of text. The image it self has been
laid out cleverly as the way that the girl is trying to pul the concrete across her
self as it were to be a blanket immediately explains to the concept of the
image. Another good point about the image would the fear that appear on the
girl face, the fear makes the audience more aware of the risk in homelessness
and creates sympathy as people might be able to understand the reality of the
situation better through the girls facial expressions. The use of dull/ black
colouring through out the image helps to express the darkness of the situation
to the public. Another technique that they have used in this campaign is the
use of no text, by not including any text the image is the only thing the
audience have to relay on to understand the image but this gives the audience
the freedom to self interpitate the image into there own opinions.
Case Study: Samusocial

Impact:
The impact of this campaign is to make the audience more aware of what homeless people have to go
through and allow them to understand how this effects them and makes the audience think about the
situation of homelessness with another view point.
Samusocial:
The objective of Samusocial International Egypte is to improve the medical and social care provided for
children living in the streets of Cairo; whereby it also sustains the general purpose of the organization
which is the fight against the social exclusion and marginalization of certain members of the society in
urban areas in Egypt.Without family support, street children are excluded from health, social and
educational structures. In conflict with their family or their "guardian", often suffering from abuse and
violence, these children are usually driven by a strong sense of distrust, and hostility towards adults and
society in general. These characteristics appear as permanent behavioral features of the street children:
they prefer to stay in the street, where they have their benchmarks and paradoxically where they feel safe,
rather than going to day care centers and shelters.According to these children's experiences and
perceptions, many of them remain in the street, although they might be in a situation of physical danger
and/or psychological distress and in actual need of emergency sheltering.
Case Study: Samusocial

Case Study: Weingart Homeless Centre
Purpose:
The purpose of this campaign is to bring
global awareness to the subject of
homelessness and to provide information to
the public and the to the people that are in
need of support that there is a organisation
that is able to support them.
Aims:
The aim of the campaign is to make the
public put themselves into this situation and
for them to understand how it would feel to be
homeless.

Techniques:
One of the techniques that they have used in this campaign is the clever use
of imagery, the image of the homeless person with the face missing allows the
public replace the empty face with themselves and understand the situation
from being in that point of view. Another technique that they have cleverly used
in this campaign is the the text that says “Before you turn away put yourself in
my place”, by using this text the campaigners try to make their audiences
relate to the situation and by doing so will have an higher chance of receiving
responses from the public. Another good point about the text is that the text is
not to long nor to short so once the audience see the image and then draw
their eyes towards the text they would not be put off with the amount of text.

Impact:
The impact of this campaign is that it really allows the audience to relate to the situation and put
themselves into the position of an homeless person and think about what they would want from the
community/public if they were to be in that situation.
Weingart Center
In 2009, the Weingart Center celebrated its 25th anniversary as well as embarked on an ambitious 25-
year plan, which builds on the successes of the previous quarter century. This plan sets forth a framework
for ensuring that all clients have the resources they need to secure housing, income, and a healthy,
productive life. This dynamic vision for transforming the lives of thousands of homeless and low-income i.
The Weingart Center transforms lives and breaks the cycle of homelessness and poverty, and therefore
the agency will continually refine its program offerings, add services and partnering organizations, and
tailor its model to meet the changing needs of individuals and the community. Today, the Weingart Center
is a financially stable and widely respected homeless services organization that maintains itself as the
premier agency of its kind in the West and a model for the nation.
Permanent Supportive Housing - Develop a model that includes supportive services and launch a capital
campaign to secure and operate a facility in Los Angeles.
Regional Center - Develop a Regional Center that expands our transitional housing services beyond the
Skid Row community.
Workforce Development - Continue an effective Workforce Development model in partnership with the
business community of Los Angeles to provide a skilled labor force.
Social-Enterprises - Develop multiple revenue streams to create long-term sustainability (Accomplished!
December 2011.)
Launched 360 Degree Solutions, an innovative Social Enterprise creating jobs and improving health and
safety in Skid Row. 360 Degree Solutions has first ventured into Pest Management, with a Landscaping
business model on the horizon.

Comparisons
One of the differences between these two
campaigns is that one of them have created
in a more of an negative theme which bring
the attention to the dark side of
homelessness whereas the other campaign
is set in more of an coloured theme but
because the image has the missing face it
allows the audience to really relate to the
situation where as the other one is just able
to make the audience have and outside look
of the situation. Another difference between
the two campaigns is the amount of text as
the image above has no text but as the
image is powerful enough to self explain
itself it doesn't really require much text but
the image below needs the text to complete
the purpose of the campaign. The
campaigns have one similarity as they are
both based in different countries and were
viewed international to the globe.

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Social Action and Community Media- Existing Product Research

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