P1 : Describing an existing media advertising campaign

Aims and Objectives
- The goal of the 'Show racism the red card' campaign is to remove racism from football, as racial abuse to players, fans and staff is still a major underlying issue within the footballing industry. The goal of this campaign heavily affect the business/charity as it is the backbone of the business and this goal /message is used to in all aspects of there media. They say in there mission statement that "We aim to combat racism through enabling role models, who are predominately but not exclusively footballers, to present an anti-racist message to young people and others."


Target Audience
- The target audience of 'Show racism the red card' are all audiences on the broader scale as they want to combat racism across the board. But within this they aim to tackle the use of racist abuse inside football as well. Thus meaning they also have a more specific target audience to work towards as well that being avid football fans and supporters that attend games as this is where the majority of racist abuse occurs or is reported. The advert for 'Show racism the red card' portrays that all ethnicity, religions, genders etc. can be on the receiving end of racial abuse, this does not segregate any groups of people, and allows more people to relate to the abuse that people receive.


Representation
- As shown in the advert, the charity represent all types of people from each demographic group as well as financial group. They have purposefully done this to display their message that anybody can experience racial abuse no matter what color your skin is, what race you are or what gender you may claim to be.

Key Message
- The campaign has a very strong and meaningful message, the charity is called 'Show racism the red card' this phrase is also used spearhead the advertising campaign in which they portray their message of combating racism.


Choice of Media
- In this campaign, 'Show Racism The Red Card' have used many different choices of media to spread the message, they have released videos across social platforms such as twitter and YouTube.As well as this they have used advertising boards at football games to promote the message of stopping racism. By using advertising boards at football games they are targeting the issue head on. Throughout the campaign they charity has been using the colors Red, White and Black. By using Red they portray that racism should be stopped. By relating racism to the Red Card rule in football shows how they are explaining to the audience that racism has no place in football and should be 'sent off'.


Legal & Ethical
-The legal and ethical issues that the charity may have encountered will be more ethical as from a legal standpoint there isn't much to address. From an ethical standpoint, when promoting the topic of subject, the charity must make sure they do not segregate sections of any race, religion or society. If they were to do so they would face large backlash and essentially defeat the purpose of their own campaign


Regulatory Bodies
- The associated regulatory bodies with such a campaign would be ASA ( Advertising Standards Authority). The ASA would be the company the checks and allows the advert to be publicised. They check whether the advert contains any offensive imagery, text or message that may offend the public.


Call to Action
- The way the charity attracts audiences is by using famous or well known figures in the sporting industry. By doing this they can target their specific audience as this audience will idolise such characters and most likely listen or aspire to the message they are portraying.