unit 1: acid attack awareness campaign

unit 1: acid attack awareness campaign

1. target audience

   • sixth form- there have been a rise in the number of acid attacks particularly among younger people in the UK due to an increase in their use a a part of gang violence
   • use this target group as the brief states that the attack was carried out by a 'group of youths' and so it is important to educate this particular audience of the reality of acid attack violence in the UK in recent years
   • it is better to target a smaller group of students and their age range means that the information can be more detailed and graphic allowing for a more accurate understanding of the realities of acid attack crime
   • it is also more likely that those in this age range may fall prey to gang activity which is one of the main reasons for the increase in acid crime
   • the average age of suspects has dropped to 21 and so having the target audience be young adults the campaign can better reach those who are statistically more likely to be the perpetrators of acid attacks
   • with most of the well-known acid attack cases having happened over 5 years ago people of this age group may have less understanding and awareness of this type of crime as they will not have seen it publicised as much as other violent crimes such as rape and murder, with murder and knife crime still being the main crime associated with gang violence for many this age due to skewed media perceptions

2. colour scheme

   • yellow and uncoloured
   • the three main acids used are hydrochloric acid, nitric acid and sulphuric acid, hydrochloric acid is yellow while the other two acids are colourless and so the colour scheme is intended to signify the main acids used and help people to remeber them better
   • it has been shown that colour association helps with recollection and so by using these colours in the logo and the presentation it will help people remember key information

3. logo

   • a hand holding flowers which are being destroyed by acid being poured on them from above- the flower petals are yellow but everything else remained uncoloured
   • under the hand are the words acid scars- double meaning as it causes literal scaring but also scars the persons life survivors also face social-isolation, devastating self-esteem and a decrease in psychological wellbeing- can limit people's future opportunities and as such has more than just a physical impact on the victim thus scaring them in multiple ways
   • as the slogan is short it is more likely to be remembered and so is likely to help the campaign spread quickly

4. order of presentation

   • begin with the information about what acid attacks are and the impacts they can have so that there is a basis of knowledge
   • then talk about the increase in acid attacks, where they most commonly happen, the reasons for them and a more realistic perspective of them and their commonality
   • finish with what to do in the event of an acid attack
   • keep the presentation to 5 minutes or under to prevent people losing interest

5. reasons for the campaign

   • despite the prevalence of acid attacks in the UK and in many other countries around the world it is not a crime that is often talked about and so public knowledge can be said to be low and often incorrect
     • globally most attacks occure in South Asia but this has lead to incorrect stereotyping of suspects in the UK as being largely from the Asian population, in actual fact between 2002 and 2017 only 6% of all suspects in London were Asian compared to 32% being White-European and 38% being African Carribean
   • ASTI states that changing attitudes are needed to help end acid violence- as violence against women and girls is rooted in gender-based discrimination and social norms and gender steroetypes that perpetuate such violence- the best way to end acid attacks is to prevent it from happening in the first place by addressing its root cause- education is critical in the prevention of acid attacks and other forms of violence against women and girls

6. reasons for the method of campaigning

   • social media campaign- best able to reach the desired target audience as around 90% of people aged 18-29 use social media with most of these using multiple forms of social media and so it is likely to reach a vast target audience of people at the most statistically suceptible age to become perpetrators of this crime
   • using presentations through schools to the older groups in these schools allows for guaranteed audiences of those who the campaign aims to target- it also allows for some level of interaction with the target audience and so feedback can be easily obtained to help the campaign continuously progress
   • both allow for images and key information to be conveyed to the audience but the presentation allows for more information to be given and thus for better education of acid violence, its causes and its consequences
     • combined they allow for the campaign to be memorable but also for the information to be broader and more in depth than that of just a social media advertising campaign