Lesson 1

In this lesson you will answer questions about a featured social awareness campaign. 

You will be introduced to an 8 step process for creating a social awareness campaign and begin to explore the vocabulary specific to this type of media.  

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 have an understanding that there is a process for developing social awareness campaigns.

You will also have greater confidence with using text in Adobe Photoshop.

You will understand the process for downloading, unzipping and installing custom fonts into 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.


There are no right or wrong answers to these questions – just your opinion.  Respond in dot form or full sentences.
Save your answers and upload them to your OneDrive. 

  • What was your first reaction to the image of the polar bear above? 
  • Describe what is going on in the image. Be specific.
  • What is the message that the artist is conveying?
  • How do you think this image was made?
  • What emotions do you think the image is trying to create?
  • What do you like/dislike about this artwork?
  • Explain what this image says about the world we live in.
  • If you took the polar bear out of the image, how does it change the image’s  impact? Explain your thoughts.

Read through the Eight Steps for creating a Social Awareness Campaign.

Lesson 1

Planning a Social Awareness Campaign

Step one:

Establish Overall Purpose, Objectives, and Outcomes.
What do we want people to do or demonstrate as a result of our campaign?

Step two:

Collect Initial Information.
Do research to find similar approaches to promoting this product, service, or event that have been successful.

Step three:

Identify the Target Audience.
Who do you want to reach with this campaign?

Step four:

Decide on Your Key Message.
What do you want people to remember?

Step five:

Select the Actions/Activities.
Once you have a list of ideas, consider which fit best with the audience(s) you’ve chosen.

Step six:

Select the Communication Tools.
Do you have the expertise (Photoshop skills) so that the product looks reasonably professional?

Step seven:

Develop a Plan.
Break the project down into small easily doable tasks and list everything that will be required.


Step eight:

As soon as possible after releasing the campaign, collect information in the form of a survey from the people you have targeted.


Image Source: Keep Britain Tidy

Let’s examine this social awareness campaign from the point of view of the creator.  To do this, let’s use some of the 8 Steps from the process outlined above. For these questions imagine that you are the artists  getting ready to design this campaign. Be sure to answer the questions and upload them to OneNote.

Step 1: What is the topic of our campaign? What do we want people to do or demonstrate after seeing the advertisement?
Step 2: Find other campaigns that have the same focus as ours.  (Save them into you document)
Step 3: Who are we going to specifically target with our adverts?
Step 4: What message do we want people who see our image to take away?
Step 5: How do our ideas fit in with and engage our specific target audience?
Step 6: What communication skills do I need to be able to use to create this advert?



Teacher Sample

Use the blue download button to view an example of the task. We will be doing more of these throughout the unit, so perhaps keep this format for responses in mind.


By our usual standards for Photoshop task, the image above that we just analysed is super basic to create. But let’s run through it together anyway.

By clicking on the blue icons below the files will be opened in a new tab.  You can then right click on them and choose where you would like to save them on your computer.

Otter Download

Bin Icon

Paint swirl



Look at the two images below.  They share a common messages about the adverse effects of littering.

In the document you started for this lesson, respond to these questions:

* Visually, how are these Social Awareness Campaigns different?
* Comment on who you think the target audience is for these images. Are they the same or different? Explain      your opinion.
* Which advert do you find to be visually more engaging? Why?
* The graphical advert humanizes a dolphin by giving it legs, clothes and having it perform human activity.  Why do you think the creators did this? Where would you be most likely to see this advert? Why do you think this?
* Shock value plays a big part of the first advert.  What is your opinion on this type of advert? Where do you think you would be most likely to see it displayed? Why do you think this?
* Which organisations made these campaigns?
* Rate each advert out of 10 for the following criteria: Visual Impact /10. Effectiveness /10.  Clarity of Message /10. 

Photographer VonWong uses his imagery to raise awareness for issues that are important to him.

In our next lesson we will see how he uses photo’s to create Social Awareness Campaigns.