Analysing cross-media campaigns

THINK! Mobile phone campaign

THINK! Is running the campaign about Mobile awareness and is trying to highlight to a very pacific audience, young teenagers. This campaign is trying to ensure teenagers think before crossing the road and to make sure all their concentration isn't focusing on their phone. The Website campaign however is trying to alert young drivers that driving whilst using a mobile phone can cause accidents just as serious as using it crossing the road, this is also their aims.

Their targeted audience are young teenagers such as 12-18 year olds as thy are the age range of children who are hooked on technology and their mobiles. This is clear to see as the main image is of a teenager and will attract that audience as they can relate to it and believe it can happen to them( direct mode of address). The text used on the poster campaign is also brief and is not a complicated text. The short statements attract the teenagers as they are not put off but too much text. The white colour of the text contrasts with the darker background and the yellow slogan underneath also catches the attention of the reader. There is only 2 colours of text being used creating a more sophisticated approach rather than childish.

THINK! Mobile phone campaign - their website

THINK! Mobile phone

campaign- TV

advert/poster

Links between both campaigns

What are the aims of the campaign?THINK! POSTER/TV ADVERT

THINK! Is running the campaign to highlight to their specific audience, which is young teenagers that using their phone whilst crossing the road can cause a major and fatal accident. The campaigns poster is dominated by a large photograph of a young male teenager staring blankly at the camera whilst holding his mobile phone. The main male attracts the audience directly and personally as the child's eye are staring straight at the reader making them feeling personally responsibly and some sort of emotion towards the child. The text “My friend saw the text, He didn’t see the truck” implies that all of the attention is being drawn towards the mobile phone rather than the busy road.

The picture used is to shock the audience as it is what can happen to you if you do not pay attention. This makes them think and are more likely to react.

We can see that these 2 campaigns are linked as they both include the same logo (THINK!). This makes it more rememberale for the audience and they can associate it with other campaigns.They also use the same colour scheme which is white and this is to keep is associated with the other campaigns. They only use 2 colours to keep it sophisticated and not too childish.

They use persuasive text tot try and make the audience think about the consequences. They use ‘ My friend’ this is using direct mode of address and can make the audience feel like they are being targeted and that it could be their friend that dies.

I think that these posters will be posted around schools, collages and youth places as this is where a majority of teenagers hang out or where they go on a regular basis and they will be able to see them. It will be also shows after teenagers/young adult bases TV shows e.g. some girls, friends.