Campaign proposal

Product

St Rocco’s hospice

Target audience

The gender of my audience for this clothing will be Unisex.

The age my line of clothing will be targeting will be 30+.

Campaign message

My campaign message will be that people can still look fashionable for a cheaper price.

Launch date

I am going to launch my campaign on the 1st of November as winter is just starting and they will be a
warmer line of clothing for people to buy for a cheap price.

Schedule of adverts

November 1st Advert 1 2 weeks

November 15th Advert 2 3 weeks

December 6th Advert 3 1 week

Location of advertising

Advert 1

My advert will be on the side of the 25 Warrington interchange bus that travels through town and
lot of people go to town.

Advert 2

This advert will be published in the Warrington guardian as lots of people read it.

Advert 3

This advert will be published on a billboard in the centre of town as lots people travel to town and
lots of people will see it.

Legal and ethical

Copyright design and patient act.

The law gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts,
films. So you can’t use what isn’t yours. The rights cover: broadcast and public performance,
copying, adapting, issuing, renting and lending copies to the public. This is a civil law not a criminal
law. This means it is not a criminal offence so you can’t go to jail. Instead, the person who owns the
copyright has to sue the person they feel has broken the civil law. The case is then taken to a civil
court and if the person is found guilty of breaking copyright law then they will have to pay the owner
of the copyright. The amount of damages is set by the court.

The types of work protected

Types of work protected

Literary
Song lyrics, manuscripts, manuals, computer programs, commercial documents, leaflets, newsletters
and articles etc.
Dramatic
Plays, dance etc.
Musical
Recordings and score.
Artistic
Photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.
Typographical arrangement of published editions
Magazines, periodicals, etc.
Sound recording
May be recordings of other copyright works, e.g. musical and literary.
Film
Video footage, films, broadcasts and cable programmes.
The Copyright regulations 1992 extended the rules covering literary works to include computer
programs.

Duration of copyright

70 years from the end of calendar year in which the last of the remaining author of work dies. After
70 years it will become available to the public.

I will apply copyright to my work by taking my own photographs and not using anybody else’s. I will
also not copy the slogan of any other company. I will get permission to use the logo of the charity I
have chosen.

Trespass

This is civil law. You can’t go on somebody else’s land without permission as it is against the civil law.

This would apply if I was taking my photos on private land although this does not really apply with
my work as my photos will be taken within my home.

Privacy

The introduction of human rights act 1998. The privacy against freedom. Banning publication of
information and damages.
 I will make sure that I do not break the privacy law not taking my photos in a public busy area as I
only want my model in the photos. This doesn’t apply because I will be taking my photos from home.

Defamation act 2013

This Act reformed defamation law on issues of the right to freedom of expression and the protection
of reputation. It also comprised a response to perceptions that the law as it stood was giving rise to
libel tourism and other inappropriate claims. Slander is making a false spoken statement.

I will make sure that I do this in my work by not making anybody look silly or a figure of fun. I will
apply this to my work by not making any falsely spoken statements and not to do anything to affect
my models reputation or the charities reputation.

Intellectual property

Having the right to what is yours and stops people from copying or stealing from you such as: the
name of your product, your inventions, design of your products, things you write, make or produce

Protection you have to apply for

Type of protection Examples of intellectual property Time to allow for application
Trade marks Product names, logos, jingles 4 months
Appearance of a product including, shape,
Registered designs 1 month
packaging, patterns, colours, decoration
Inventions and products, eg machines and machine
Patents Around 5 years
parts, tools, medicines

I will use this by not letting people steal my products. I will follow intellectual property by not
wearing any branded clothes with logos as it is a charity shop.

Equality act

The law protects people from discrimination in wider society and it is against the law to discriminate
someone because of: age, transsexual, being married, being pregnant, disability, Race including
colour, religion, sex and sexual orientation.

I will follow the equality act. I will do this by not discriminating my model in any photos or in my
slogans.
Ethical Constraints

I will apply ethics to my work. If I was to do this professionally although my model in my image
happens to be white I would use male female and people of all ethnicities to show it is open to
people of all ethnicities. I need to make sure that I am not damaging the representation of the
charity.

Code of practise

Misleading advertising
• 3.1
Marketing communications must not materially mislead or be likely to do so.
I will follow this rule by not misleading my audience by saying the clothes are brand new.
3.17
Price statements must not mislead by omission, undue emphasis or distortion. They must relate to
the product featured in the marketing communication.
I will follow this rule by not misleading the price of the clothing.

Basic rules
1.10.1
• Marketers must not state or imply that a product can legally be sold if it cannot.
I will follow this rule by not selling any products illegally.
• 1.4
Marketers must comply with all general rules and with relevant sector-specific rule
I will follow all general rules in my work.
 1.1
Marketing communications should be legal, decent, honest and truthful
I will follow this rule by being truthful in all my work.
Privacy
6.1
Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that
person has given the marketer written permission to allow it.
I will follow this rule by not portraying somebody in an offensive way.

Harm and offence

4.4
Marketing communications must contain nothing that is likely to condone or encourage
violence or anti-social behaviour.

I will follow this rule by not encouraging violence or anti-social behaviour in my photos