Campaign Proposal

Product
Oxfam.

Target Audience
My target audience is males and females aged 30-40.

Campaign Message
The campaign message is that fashion clothing can be bought at charity chops.

Launch Date
My adverts will first launch on May 1st, this is nearing the start of summer when the
target audience will be look for some new additions to the wardrobe for the increase
in temperature.

Schedule of Advertisements
Advert 1: May 1st - National newspapers for 3 weeks
Advert 3: May 15th - Billboards in city centres for 1 month
Advert 2: June 12th - Advertisements in Celebrity gossip and mens football magazines
for 2 weeks
Advert 1: July 1st - Advertisements at bus stops for 3 weeks

Legal and Ethical Issues

Legal
Copyright: The law was created in 1988 and states that work eligible for protection
must be credited if used. Copyright may apply to a wide range of creative, intellectual,
or artistic forms, or works. Copyright does not cover ideas and information
themselves, only the form or manner in which they are expressed. This applies to my
campaign because I must not use any copyrighted material as this would infringe the
law. I must not use any copyrighted slogans as that would infringe on the conditions
and my campaign may be shut down.
Trademark: Trademark is a recognizable sign or design which
identifies products or services of a particular source from those of others. Some
products may seem legitimate however display a counterfeit trademark logo. To use a
logo in my campaign I must get permission off the owner of the rights.
Discrimination: The Equality Act makes discrimination on the basis of age, unlawful.
The act also protects you from discrimination on the basis of race, sex, gender
reassignment, disability, religion or belief, sexual orientation, marriage or civil
partnership, pregnancy and maternity.
In my work, I must not discriminate against anyone as it may negatively affect my
campaign due to the offence caused.
Privacy: Privacy law refers to the Laws that deal with the regulation of personal
information about individuals, which can be collected by governments and other
public as well as private organizations and its storage and use. This applies to my

work because I must stay within the guidelines of the privacy law and I must not
reveal or elude to any information that the person wants to be kept private.

Ethical
My campaign will be ethical and represent all persons fairly.
Gender: I must not depict any gender as inferior this would create offense for some
people and negatively affect my campaign.
Age: My campaign is aimed towards males and females aged 30-40 however this does
not give me permission to use slanderous comments or images towards different age
ranges, old or younger.
Ethnicity: My campaign is aimed at all ethnicities therefore I must appeal to them and
not use any material which may offend or violate their privacy.
Religion: In my campaign, I will not show any form of religion because showing a
certain belief will significantly narrow down my target audience.

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing

Examples of the rules I will follow are:
Misleading Advertising

3.1 Marketing communications must not materially mislead or be likely to do so. 3.3
Marketing communications must not mislead the consumer by omitting material
information. They must not mislead by hiding material information or presenting it in an
unclear, unintelligible, ambiguous or untimely manner.
3.6 Subjective claims must not mislead the consumer; marketing communications must
not imply that expressions of opinion are objective claims.
3.11 Marketing communications must not mislead consumers by exaggerating the
capability or performance of a product.

This applies to my work because I must not mislead the audience by saying or
alluding to the clothing being brand new.
Harm and Offence

4.1 Marketing communications must not contain anything that is likely to cause serious
or widespread offence. Particular care must be taken to avoid causing offence on the
grounds of race, religion, gender, sexual orientation, disability or age. Compliance will
be judged on the context, medium, audience, product and prevailing standards.

This applies to my work because I must not include content that may harm or offend
the audience