Target Audience

To decide which name, slogan, logo and content to include in my website, I have asked a few people who have animals and are affected by the sight of animal abuse, and who would consider joining a campaign to stop animal abuse what they think of the ideas I came up with.

Without telling them the campaign theme (animal abuse and cruelty) I asked them what they thought the campaign was just by looking at the names and logos. All of them said they thought it was a animal campaign website.  Next I asked them which name suits the campaign the best.

They picked Abuse Against Animals as they thought it was very direct and "to the point", which made the theme of the campaign very clear as you visit the website. The slogan they picked out of the two was Help.Support.Save because they thought it fitted with the chosen name, as it was also to the point, as visitors to the site would know exactly what sort of website it is. For the content I gave them the list of what I was planning to include. They said that the content was correct for the type of website, as it will tell the visitor to the website exactly what they want to find out.

Page layouts

I have designed four draft layouts, one for each page of the website. The names of the pages are:

• Home
• About Us
• Campaigns
• Get Involved

The layouts are set out in the same house style, with the same text, colour and written style.

This is the Homepage, and will be the first page the visitor to the website will see.

This is the About Us page. This page will include information about the website and the campaign, aims and objectives for the campaigns and background information to the abuse and cruelty to animals.

This is the Campaigns page, and the main page of the website. This page will include information about current campaigns, and what previous campaigns have achieved.

This is the Get Involved page. The information on this page will include reasons to join the campaign, how to join the campaign, and also where the campaigns take place.

Logos

I have designed three logos, one for each of the campaign name ideas, they are as follows:




Against Animal Abuse:

Protect:

Animal Protection:

Planning

I have decided to do a campaign website for the protection of animals against abuse. I choose this because there are not many campaign websites just focused on this topic. I have thought of three names for my website, which are:

• Abuse Against Animals (AAA)
• Animal Protection
• Protect

I have also thought of two slogans, which can be used for all three names, these are:

• Help.Support.Save
• Talk for them...

In my website I will include background information about abuse towards animals,and the latest news stories related to animal abuse and cruelty. The main feature of the website will be the current campaigns, and what previous campaigns have achieved. Another part of the website will be how to become a member of the campaign and how to get involved. Throughout the website there will be pictures, and one video persuading people to join the campaign and why the campaign is a good cause.


My target audience will be people who are affected by the sight of animal abuse and cruelty. The target audience will feel that they want to help the animals affected on the website, and join the campaigns.

Examples of Animal Campaign Websites

This is the Animal Campaign homepage. Throughout the website it has pictures of the animals that they aim to help. The theme and colours stay the the same through the website. The website has a "V" layout, which is where the pictures and text become narrower on the page the further the page goes down. The aim of the campaign is: "To provide access to the latest news and information on animal welfare, conservation and animal rights issues. We are building a loyal readership, an excellent audience for the promotion of animal campaigns, appeals and fundraising activities. AnimalCampaigns.com is independent and the only showcase for all organisations working in this genre." The only articles they include are ones of previous and current campaigns.

This is the Uncaged campaign homepage. There are a few pictures of the animals, but most of the website is made up of text. The theme and colours of the homepage are the same throughout the rest of the website. The layout of the homepage is a backwards "L". This means that the pictures are in a "L" shape, with the text in the centre. Their aim: "A highly qualified, experienced and dedicated team of staff brings in-depth knowledge of the political, legal, ethical and scientific issues relevant to animal experimentation. Our campaigns are based on painstaking research, producing results that command widespread respect from media, politicians and the public alike. Underpinning all of our work is: unwavering opposition to the abuse of animals, a scientific critique of vivisection and a commitment to democracy, human and nonhuman rights, and environmental sustainability. We operate at every level, from grassroots protests to motions in Parliament, through to participation in academic discourse. We have contributed to numerous Government consultation exercises on animal experimentation matters and given evidence to a recent House of Lords enquiry. Our analysis has appeared in journals and been quoted by researchers. National and international media have covered our groundbreaking work." The main articles they include are recent news which relates to the campaigns and background information about animal testing.

This is the RSPCA campaign homepage. It has a large picture of the current campaign that is taking place, with a small paragraph of text with the basic information about it. The headings and colour stay the same throughout but the picture changes depending which campaign you choose to read about.  The homepage is "L" layout, with the text in the centre. The aim of the campaigns is to: "We believe that to care for animals is an essential part of any civilisation. How we treat animals defines us as human beings. This is the place to discuss all issues affecting animals, to take action with others who share this same passion and motivation as you. This is the place to give animals a voice." The articles they include in the website is of current campaigns.



This is the Animal Aid campaign homepage. It has a large picture on the homepage, which is the first thing you see as you go onto the website. The homepage is mostly text. The theme and colours of the website are consistent throughout. The homepage has a "V" layout, as the text narrows towards the end of the page. The aim of the campaign is to: "To increase public awareness of the abuse of animals in our society, particularly in vivisection laboratories and factory farms and to educate public opinion to demand, by all lawful means, the abolition of all experiments on animals, factory farming and all other forms of animal abuse." The articles they include on the website is mostly recent articles in the news that is related to animal cruelty and also what their campaigns have achieved.

Examples of campaign websites

This is the Plain English Campaign homepage, where they campaign against misleading public information. The text used is plain black, making it easy to read. The headings for the links are blue, which makes it look clear and easy to navigate through the rest of the website. There are two small pictures, which is showing some of the locations where the campaign has been. One piece of audio is on the homepage, which is a speech by the campaigners in Westminster. There are various links throughout the website, and other links to external websites related to the campaign. The campaign is aimed at people who want to improve the standards of public information. The website says how many members the campaign has, and which countries they are based in. This shows the visitor to the website that the campaign is popular, so persuades them to join and take part.

This is the UNISON homepage. They campaign about issues in the public sector, which involves the NHS, schools, the police etc. They have used plain black text, with green headings. The headings match the theme of the website and also separates the text into sections, which is easier to read. There is a large photo of campaigners, along with a smaller photo of the general secretary. There is a one video, again of the general secretary, persuading people to join the campaign. All of the links on the homepage are leading people to other parts of the website, most of the links are helping people to get involved in the campaign. This campaign is aimed at people who work in the public sector.

  

This is the Keep Britain Tidy homepage, where they campaign to keep Britain a cleaner place to live. They also campaign for anti-littering. The homepage is lacking text about the campaign, with the only text being a small paragraph. This paragraph has plain black text and has small font, which could be hard to read for certain people. The headings are green which matches the theme of the website. There are many pictures showing the sorts of things Keep Britain Tidy gets involved in. There is no audio or video on the homepage, but there are many links to other parts of the website. the campaign is aimed at people who want to protect the environment. The links down the left side of the page is persuading people to read about the issues which could be happening in their area.

This is the University and College Union campaign homepage. They campaign for the improvement of the pay and conditions of further and higher education staff through the UK. There is a lot of text, which is plain black. The headings are pink which matches the theme of the website. The pictures show people smiling, which would suggest that the campaigns they do are peaceful. The pictures make the website also look like it can be trusted. There is no audio or video on this page. There are many links to other parts of the website about different campaigns. The campaign is aimed at academics, lecturers, trainers, researchers and academic-related staff working in further and higher education throughout the UK. The website has easy access from social websites, which encourages people to join the campaign.

This is the Animal Aid campaign homepage. They campaign against animal cruelty and abuse. The homepage has lots of text, which is plain black and easy to read. Green is the main colour of the website, so the headings of the text match this. There are many pictures, which are mostly connected to links to other parts of the website. The picture of the lamb makes you feel that you should help, as you wouldn't want to see the lamb suffer. There is no audio or video on the page. Most of the links have pictures attached to them, which makes it easier for people to find the links. The campaign is aimed at people interested in helping animals and stopping cruelty and abuse towards them.

This is the Which? campaign homepage, where they campaign for a fairer deal for consumers with what they are buying. The website has lots of text, which is plain black. It also has light blue headings. There is a lack of pictures, with most of them being logos. There is  no audio or video on the homepage. The links are linking the visitor to other parts of the website about how to get involved, and what to get involved in. The campaign is aimed at people wanting to save money and to get a fairer deal on what they are buying. The website persuades people to join by having a weekly email about up and coming campaigns, this makes it easy for the visitor to follow the campaign.

Research and Planning

This blog will feature my research and planning for my AS media. It will include posts such as target audience, page layouts and examples of other campaign websites.