Archive for March, 2011


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My Political campaign posters.

 

With my political posters I tried to focus on the policy aspect that David Cameron had pledged to the public before the coalition government came into power like his promises to cut the deficit and re-stabilize the economy by making only necessary cuts before cutting massive public sector and priority services jobs in the NHS and in essence taking the British economy back 100 years which is a statement and tag line I used in my second poster.

Original Images used.

TARGET AUDIENCE RESEARCH & Experimentation.

My target audience for the campaign as it is predominantly focusing on homelessness will be broad as its an issue that effects everyone of all ages and is non discriminate against gender, race, or religion. The campaign itself though I think will be aimed at a young adult audience from 18 to early thirties targeted at both males and females in this age bracket as these people ar the future of the country and in these austere times will be the most likely o be able to act on the issue if the campaign captures their imaginations.

Hyde Park ‘Heart in the Sky’, made placing hands over the lense.

Maria Pink work shirt.

Scanned polaroid.

Leafs shadowed on a bench in Hyde Park.

Maria cigarette/toes.

Hyde Park sky, plane trails.

Maria building site.

Workshop 5.

Cowboys & Aliens pop up comic book party poster. (Rough draft). For a Cowboy themed birthday party aimed at young boys 7-12.

With the initial concept brief I chose to veer away from the traditional Cowboy themed fancy dress party and modernize it tying it in with the release of the motion picture Cowboys & Aliens as my inspiration.

Based on the 100-page Platinum studios 2006 graphic novel created by Scott Mitchell Rosenburg and written by Fred Van Lente and Andrew Foley, with penciler Luciano Lima. The film is released on July 29th 2011 and is an original take on the Western and sci fi genres.

Original reference Images.

Taken from Google Images.

Translate your ideas using visual imagery & sketches.

Album cover design for a Ska surf album using the techniques we’ve learnt so far. For the album I looked at previous albums that incorporated and targeted the demographic that I was going to aim the album at. Young adults and students, and found that most adhere and aspire  to the stereotypical Abercrombie & Fitch, Hollister lifestyle and why not! they’re campaigns epitomize  youthfulness and beauty and a healthy living lifestyle so I tried to address that pop culture zeitgeist with my album design and art work. I looked at previous music associated with surf culture that I listened to myself such as Xavier Rudd, the Beautiful Girls and more indie based Ska music and found that the variety of surfers listen to either punk, ska or laid back acoustic music which has connotations of sereneness and a laid back lifestyle . To encapsulate this in the album artwork I used an array of colors that are not muted and provide the visuals with what I hope is an eye catching quality but at the same time is also relaxed.

During the research process I took influences from a lot of Vinyl Lp covers from the 70’s and their vintage quality looking at the work of the Beach Boys in particular but also modern Ska bands like Reel Big Fish.

The Two album covers above from the Beach Boys in a visual sense play with juxtaposing visceral lightness of the bright oranges, pinks and yellows colors traditionally associated with surfing with the silhouettes of the surfers themselves in the foreground. The text on both albums is also symbolic of the lifestyle and the generation when the albums were produced in the 60’s and 70’s. The sweeping lettering embossed with a shimmering mask and the color blue like water is a good visual representation of the title itself “The Beach Boys”. It has a warmth and vibrancy that you associate with their music also. The second album “Wild Honey” also uses a similar visual technique bright colors of the flowers and text outlined in thick shadow and inked in black to make them stand out to the potential consumer and audience. The name of the album is also written in a cartoon stylized text which highlights again the fun aspect of the music it self  and its youth orientated target audience and key demographic. This is also prevalent on the albums I looked at by modern Ska bands such as Reel Big Fish.

Final Product design – Life in Technicolor.

Images used.

 

RESEARCH.

Homelessness the Facts & Figures

http://www.thamesreach.org.uk/news-and-views/homelessness-facts-and-figures/

Homelessness – the numbers

1. Background

Explaining the world of homelessness to supporters, funders and friends is an important task for everybody working with homeless people and there are two frequently asked questions which, understandably, arise time after time. These are:

a) What are the reasons for people becoming homeless?

b) How many homeless people are there?

2. Statutory homeless figures

The confusion starts because often the first reference point is government statistics. The United Kingdom has a highly unusual safety net for people who become homeless, which is not simply based on the notion of rooflessness, or literal homelessness. A recent piece of research by the University of York [1] illustrates how our safety net is one of the most comprehensive in the world. In practice, homelessness legislation in this country means that a person can be in temporary accommodation and entitled under law to permanent housing from the state, whilst someone on the street sleeping rough may not be entitled to permanent housing from the state.

[1] An International Review of Homelessness and Social Policy (2007)

The important piece of legislation is the Housing Act 1996 (Part 7) which places a statutory duty on housing authorities (councils) to provide assistance to people who are homeless but a main duty of homelessness, that is, an obligation to re-house into permanent accommodation, towards only those individuals who are eligible for assistance because they are in ‘priority need’ groups. The priority need groups include households with dependent children, a pregnant woman, 16 and 17 year-olds, 18-20 year olds previously in care, people who are vulnerable because of a disability or age and others who are vulnerable as a result of being in care, custody, in HM forces or having to leave home because of a threat of violence.

The statutory safety net works very successfully where the proof of statutory rights is easy to establish; e.g. where you are required to prove that you have dependent children. It is less helpful where you have to prove not only circumstances, but vulnerability.  For example a person with a physical disability has to prove that their disability makes them vulnerable ‘so that they may suffer in a situation where another homeless person would be able to cope without suffering’.  A process of assessment is required to ascertain vulnerability and this is carried out by the local authority to which the person has applied.

The government provides quarterly homelessness statistics for England. The most recent statistics (to 30th June 2008) show that there are 74,690 households in temporary accommodation. Of these, 72% are families or pregnant women.  In contrast only 2% are people eligible for permanent housing because of old age. The most common reason for becoming homeless was because parents, relatives or friends were no longer able, or willing, to accommodate the person (35%). These percentage figures have been consistent over the last few years, whilst the overall number of households in temporary accommodation has been gradually falling.

The same set of statistics show that 4,261 ‘households’ approached councils for assistance with housing and were found to be homeless; that is, they were not entitled to occupy, or could not be expected to remain in, their accommodation. However, a main duty of homelessness was not owed by the local authority and therefore the applicant was not eligible for permanent housing (i.e. they were not in a priority group).  A further 2,131 applicants were considered to be homeless and to be in priority need.  However, they were deemed to be ‘intentionally homeless’ and therefore there was no requirement to find them permanent housing.  Intentionality arises where it is deemed that the person or household has deliberately done something that caused them to leave accommodation that they could otherwise have stayed in. The usual reasons are non-payment of rent or anti-social behaviour.

3. Rough sleeping figures

Rough sleeping figures are collected through local authority street counts and aggregated up to form a national (England) figure. Street counts are undertaken by local authorities where it is believed that they have more than ten rough sleepers.  Other local authorities are asked to estimate the number of rough sleepers in their area. The estimated figures are, however, not included in the total figure for England. There has been some criticism about the accuracy of street counts and as a result Communities and Local Government are wisely reviewing the guidance for undertaking counts.

The government’s most recent national headline figure for rough sleeping is 483 people sleeping rough in England (2008). This represents a massive 77% reduction from the June 1998 figure.  In London the figure is volatile and fluctuates from 200 to 300.

The street counts represent a snapshot of the number of people sleeping rough on a single night.  Rough sleepers move off the streets and new rough sleepers come onto the street.  Over a year, the figure is therefore much larger.  In London a database called CHAIN compiles information on all the rough sleepers who are met by street outreach teams.  In 2007-08, 3017 different individuals were met sleeping rough by the teams in London.  This is an increase of 7% in two years from 2005-06. As you will have grasped by now, most rough sleepers will not find there way into the statutory homeless figures.

4. Hostels

Apart from households in temporary accommodation and rough sleepers there are also people living in hostels who are perceived by many to be homeless, even if the do have a roof over their head. The number of people who use hostels over a year is very difficult to estimate as the level of bed-space ‘turnover’ would need to be established and this is almost impossible to do on a national basis with any reasonable degree of accuracy. According to the Resource Information Service (RIS) which produces a range of information on homelessness and housing issues including the ‘Hostels Directory’, there are 276 homeless accommodation projects in London with 16,686 bed-spaces. In the UK it is estimated that there are in total 40,000 hostel bed-spaces.

Turnover in hostels varies greatly, but it is reasonable to assume that at least 75,000 different individuals use hostels over a course of a year.  Again, hostel residents are unlikely to show up significantly in the statutory figures. Some hostel residents will also have slept rough so could be ‘double counted’ in the rough sleeping figures, but other hostel residents will never have slept rough.

5. ‘Hidden homeless’

The broader the definition given to ‘the homeless’, inevitably the more speculative becomes the figures given for the number of homeless people.  One commonly quoted figure is the number of hidden homeless, meaning that group which is not entitled to accommodation because they are not deemed by councils to be in priority need, yet have no accommodation that they are entitled to occupy or can reasonably continue to occupy. The hidden homeless figure is usually given as 400,000 but should be treated with caution.  Firstly, it includes rough sleepers and hostel residents, for whom a separate figure is given, above.  Secondly, it raises a bigger issue about how far someone can be defined as homeless simply as a consequence of their physical situation.  For example, the hidden homeless figure includes people who are forced to stay with family and friends for a period and are reliant on continued goodwill to sustain this arrangement (‘sofa surfers’). Should everyone in these circumstances be regarded as homeless?  Some argue that there is a big difference between, for example, a sofa surfer with few prospects and a crack habit and a sofa surfer who can, if necessary, fall back on parents with a good income and expect to find a well paid job in the near future without too much difficulty.

6. Summary of statistics

Statutory homelessness (England):

  • 74,690 households in temporary accommodation (up to June 2008)
  • 72% of acceptances are people with dependents or pregnant women
  • The main reason for a person or household becoming homeless is that relatives or friends are no longer able to accommodate them (35%)
  • Around 16,000 people annually are found to be homeless but not in priority need
  • Over 8,000 people annually are found to be homeless but not entitled to housing as a result of being intentionally homeless.

Rough sleepers

  • 483 people sleep rough on any one night in England (June 2008)
  • 200-300 people sleep rough on any one night in London
  • 3017 different people sleep rough over a year in London (2007-08)

Hostels

  • 16,686 hostel bed-spaces in London
  • 40,000 hostel bed-spaces in United Kingdom
  • At least 75,000 individuals use hostels over a year

Hidden homeless

Estimated at 400,000.

VISUAL IDENTITIES.

Montage.

Original Image.

Montage of imagery silhouette of things that are important to me in my life.

 

Further Research into prominent causes and their campaigns. Campaign Development Week 2.

After utilizing the clone stamp tool I remembered a similar campaign that used a similar technique to raise awareness of Domestic Violence by photoshopping celebrities as victims of abuse such as Anne Marie Duff, Mikita Oliver and Kate Thornton. The campaign was designed to raise awareness for domestic violence,  on behalf of Women’s Aid and fronted by the slogan “Act”.  The celebrities had been altered to appear as though they had been beaten, employed as a shocking visual  representation it prompts the audience to realize the importance of domestic violence as an issue.  The campaign which was created by Grey London stuck in my mind of the visceral and graphic nature of the imagery not only because it featured Anne Marie Duff which was the first time I saw the campaign but because of the nature of the visual itself and the bluntness of the campaign. It confronts the viewer with  statistics but more importantly the shocking truth about domestic violence and that it touches everyone. I think its a brutally honest campaign that doesn’t seek to use subliminal marketing techniques like some brands or causes but more asks the viewer to confront the truth about an issue that is often overlooked or ignored.

3 Different topics that capture my imagination.

1. Age UK is a charity that I’ve always been surrounded by due to my mother working there and being involved in their marketing campaigns but I’ve always had a huge respect for people who are elderly who had an influence on my life such as grandparents or family friends who have told me stories as a child or guided me to make better and smarter decisions in life.

http://www.ageuk.org.uk/

http://www.ageuk.org.uk/about-us/our-work/annual-report-2009-10/

“We believe that age needs respect. It needs kindness. Sometimes it needs help. Because there is strength in numbers, Age Concern and Help the Aged have joined forces to become Age UK – so that we can be here for everyone in later life.”

Age Uk Advert featuring Scottish Actor Brian Cox.

Age Uk Advert featuring English thespian Sir Ian McKellen.

Interview with Brian Cox about his role in the Age Uk Advertising campaign and why it is important to him.

I think a lot of people forget that the elderly are the one who have shaped our futures and given us the rights for independence and a lot of the liberties that I think a lot of people take for granted and don’t recognize.

2. Another topic that I find interesting and statistically alarming much like Age Uk and the issue surrounding care for the elderly is homelessness. It always strikes me that in the age we live in there are still thousands of people who sleep rough in cities across Britain in appalling conditions.

http://england.shelter.org.uk/get_advice/homelessness?gclid=CMijxdSg26cCFYob4QodeU9G9w

http://www.crisis.org.uk/pages/-about-homelessness-61900.html

This image as part of a homeless campaign also drew my attention to the cause and made me think about what it really means to be homeless. I think the visual imagery of the promotion by Samu’s Homeless Ad Campaign encapsulates the feeling of sinking or drowning in a city where no one is willing to help or notice the issue at times. The ad in tandem with Publicis Conseil was designed to bring attention to homelessness. “Sometimes it’s easy for us to ignore the homeless – to the point where they just blend into the streets themselves” is the tag line that accompanied the campaign and again the words are immortalized in a literal sense by the imagery created by Samu.

Original Image.                                                                         Pixellated.

Grayscale.                                                                           Pattern deterred.

Duotone.                                                                             Curves/exposure/gamma correction.

Glamorized version. Clone stamp tool used to                           Cosmetic changes.

remove eye bags, take arch off eyebrows, extend

cheekbones, widen mouth, and removes

blemishes and marks, saturation tool used with

exposure tool to darken skin and hair. Image

sharpened and made 1% longer in height.  Vibrance

was also adjusted under image adjustments. Removed

scar from forehead.

Fight Club airbrush. Using the clone stamp & brush tool

on Opacity 9% to give the appearance of bruising & black

eyes, the brush tool to apply cuts and bloodshot eyes.

Used the selection tool to add a plaster to my right cheek and

applied the brush tool to give the effect of blood seeping through

it.