Analysis of Existing Community Campaigns

Analysis of existing community campaigns (including local ones)

Baldock Town Hall: 

The town hall has been out of use for many years and a group called 'The Baldock Town Hall Group' submitted a proposal to the council to regenerate and re-furbish the town hall to full use and to be used mainly as an 'arts and heritage centre'. They would like to use the town hall as an attraction to Baldock, there are plans and idea's to hold education classes inside, a venue for local business meetings and places for weddings or children's party's to be held as well as more ideas.
The target audience has been stated as 'broad' however after looking at their website (http://www.bthl.org.uk/home) and reading their business plan (http://www.bthl.org.uk/home/about-us/ourbusinessplan) I think they are mostly targeting adults with children. Many of their ideas involve getting children in Baldock more involved with the local community by holding sessions for them to partake in and mix with others so they are trying to appeal to parents and show them what a great benefit the town hall would be.

There doesn't appear to be an official poster for the campaign however they do have a website set up which has all the information about the campaign and in the local newspapers there have often been adverts which are trying to recruit more volunteers for the campaign.
This campaign has been very successful as earlier this year the North Hertfordshire District Council  and the Baldock Town Hall Group signed an agreement for the transfer of the building to the local group on a 99 year lease. They are currently raising funds and asking for more volunteers or anyone willing to donate materials to help with the refurbishment.


Wild Stevenage:


Another community campaign that has been run is the 'Wile Stevenage' campaign that was designed to encourage awareness and volunteers to look after and protect wildlife areas within Stevenage.

They used a website - http://www.hertswildlifetrust.org.uk/what-we-do/conservation-projects/wild-stevenage - to raise awareness and the website contains a large amount of information split unto different sections so that the user can clearly navigate around it. They have a link that tells people they can sign up for an online newsletter which would promote them as each time a person received the newsletter they may be encouraged to donate or volunteer or share it with other people.
They have created posters, which like the website feature the logo, and hold protests so that they can bring more public attention to themselves. They encourage volunteers on the website so it is also likely that the have leaflets around the local area so that people will see the leaflet and then visit the website to find out more information.

The logo and slogan are both fairly simple however they are effective.  The logo uses black and white and the image of a badger. The colours are quite sophisticated and show that the target audience is adults rather than children who would be more attracted to bright, bold colours. The badger also relates to their purpose of protecting the wildlife in Stevenage. The other colours used on the website is green which is typically associated with nature and the environment so again is linking to their purpose.
The language used is informative however there is also a sense of community created through the frequent use of words such as "join us" and "who we are" or "what we do" These words create the impression that the people who are part of the campaign work well together and are part of their community within this campaign.
The campaign has been very successful as they have raised money and have achieved many of the things they set out to do such as protecting certain areas of land and ensuring that the land and wildlife is safe.
The website and colours are very much aimed at adults but they also hold family fun days as fund raising events so the target audience is anyone interested in the environment and wanting to protect it.  

Keep Britain Tidy:
Keep Britain Tidy is a campaign that like 'Wild Stevenage' is about protecting the environment, however works on a much larger scale and operates nationally.
 
They, like all campaigns, have a website - http://new.keepbritaintidy.org/ourcampaigns/557 - that contains information on everything they have achieved, want to achieve and what they are doing to reach their aims. As other methods of promotion they also have numerous posters and leaflets for example on their website they offer the user the chance to order some leaflets that can be out up around their local area. These include 'gum litter', 'fly tipping' and 'cigarette litter' . Below in an example of their cigarette litter leaflet.

 

The leaflet  features their logo and slogan as a way of encouraging recognition of their campaign. As well as leaflets, posters and a website they also have t shirts. The t shirts are sold, promote the campaign and raise money for them at the same time. 

 



Their campaign has been an overall success with thousands of people signing up and helping get involved, they have been credited with cleaning up the streets in many places and for raising awareness about the penalties people can face if caught littering such as £80 fines.
Their target audience is adults as they will be able to do the most in terms of helping the campaign. As the target audience is adults the website contains a lot of information and has many different tabs that may get confusing for young children.