Lesson 3

In this lesson we will apply the 8 Steps of   creating a successful Social Awareness Campaign to the theme of bullying.

In addition, you will participate in  Photoshop skill sessions designed to improve your command of visual language.

We are learning about visual language because it makes us more efficient communicators.


Success Criteria:

By the end of this lesson, you will be confident in your understanding of the 8 Step Process.

You will also have greater confidence with using Adobe Photoshop.

Your responses to questions about a focus image will be complete and uploaded to OneDrive with the link shared with your teacher.



“The assumption that seeing is believing makes us susceptible to visual deception. What is known is not necessarily what is believed, what is shown is not necessarily what is seen, and what is said is not necessarily what is heard”.Kathleen Hall Jamieson





When you see this icon with the question mark a response from you is required. These responses need to be uploaded to OneDrive and shared with me.

Question Time

1. What theme is this video exploring?
2. It has been shared 43 million times.  Why do you think it has been so popular? List specific elements.
3. Do you think that social media was an effective platform to bring this issue to public attention? How has technology helped to make the voice of the activist and artist louder? 
4. This was created in France. Do you think young boys in Australia would react the same way? Explain your opinion.


Sticks and Stones

In this lesson I will walk through using the 8 Step process for creating a social awareness campaign. At this point of the unit, you need to start thinking about the themes and issues that are important to you.

If this lesson’s theme is something that you find upsetting, skip it and move on to Lesson 4.  Should you need help processing your feelings, services like Kids Help Line are there to help.

I created the image below after listening to a guest speaker from LOVE BiTES (a Respectful Relationships Education Program for young people) speak to the Year 12’s. In one of the sessions some statistics were mentioned.  In the image below I quote that 1 in 4 women experience sustained emotional abuse.  Sitting in my classroom with these beautiful kids in front of me, I couldn’t help but start counting. 1, 2, 3, 4. 1, 2, 3, 4. 1, 2, 3, 4. 1, 2, 3, 4. 

If you were wondering, the statistics for men is 1 in 2, 3, 4, 5, 6. 


Question Time

What was your initial reaction to this image?
Comment on the use of color.
What text elements caught your attention?
Why are band-aids used?
“Sticks and Stone may break my bones but names will never hurt me”. What is your view on this old rhyme?

I am now going to deconstruct this campaign using the 8 Steps strategy.

Step One: Establish Overall Objective (what do I want people to do?)
After viewing my image I want people to look at their relationships and make a decision about whether they are healthy or not.

Step Two: Collect Initial Information on similar approaches that have been successful.


There has not been many campaigns about emotional abuse itself.  Most seem to be about Domestic Violence and Sexual abuse.

In the images above published by UN Women – I like the strong eye contact and that their faces are very much the focus.  I feel that this personalizes the message.  It is something that I will also utilize.

Step Three: Target Audience
My target audience are those people experiencing or supporting people who are the victims of emotional abuse. In this particular version of the campaign I am specifically targeting young women who are in relationships.

Step Four: What is the key message I want people to remember
By definition, emotional abuse is a criminal act and can carry legal penalties for the perpetrator.  I don’t think that most people see it like this though.  They think that unless it is physical abuse nothing can be done.  By using the phrase “not all crimes leave bruises” I am highlighting the fact that emotional abuse is still a crime.  

Step Five: Select campaign format that best suits Target Audience.
I will use social media to reach my target audience.  This will take the form of paid advertisements and posts with a demographic of women between the ages of 16-29 whose relationship status is “in a relationship”. I will use the hashtag #sticksandstones for people to show their support to people who find themselves in this situation.

Step Six: Select Communication Tools
I will use photography, photoshop and social media to create and deploy my campaign.

Step Seven: Develop a Plan for action.
1. Create Advert
2. Seek feedback from a sample group whose age and relationship status match my paid advertisement criteria.
3. Market through FB and Instagram

Step Eight: Evaluate
These adverts are yet to be deployed, therefor full evaluation is not yet possible. One thing that I would change about my campaign is that I need a message about where people who can identify with this issue can find help.  



Photoshop Task

Download the images beneath the video and play along at home! You may need to google bruises for use as the overlay images. Experiment with different fonts and text placement.

Person 1


Here is another Sticks and Stones task.  1 in 6 men are the victims of emotional abuse.  Use the image below and this new statistic to rework the original image.

Person 2

Click on the blue download icon to open the resources in your browser.  Then right click on them and save them to your computer in the folder that you are keeping all of your work in.