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Final Campaign PART 2

24 May

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So this is my final campaign!

I am quite satisfied with the result and I hope that the images translate my ideas well enough and address my chosen target audience!

 

Goodbye,

Roxanne

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Final Campaign PART 1

24 May

This is the Logo for my Campaign, which I created myself by with simply drawing it. This logo represents  my NGO “Let Me Be A Child Again” by using the symbols for peace and freedom (peace symbol), and hope (dove), given to a child illustrated as a stick-figure in the center of this logo.

I simply used black and white in order to approach my adult audience in a simple, yet in an expressive manner.

Campaign development task 06

24 May

After I finished my research with emphasis on child soldiers in the region of Uganda, linking to the KONY2012 campaign, I moved away from the idea of visually employing european child soldiers for my campaign, although it would have been controversial, eye catching, and challenging to translate. The reason for this was my growing awareness for  a currently bigger issue than the employment of child soldiers themselves, as the issue, particularly in Uganda, is not acute anymore (KONY2012 campaign perverted the facts), unlike the lacking support of child soldier rehabilitation programs. I also watched an interesting video on YouTube, outlining the real current situation of child soldiers and Joseph Kony’s LRA (Lord Resistance Army) in Uganda, with is available at:

I received information e.g. on the current issues involving child soldiers and the subsequent problem from the National Geographic website e.g., available at:

http://newswatch.nationalgeographic.com/2012/03/09/kony-2012-a-view-from-northern-uganda/

This article describes former child soldiers’ suffrage from traumas, emotional maladjustment, bad physical conditions, lacking education, unemployment, and lonelyness. In most cases these children end up on the streets, totally defenseless, only familiar to violence, and unable to provide for themselves, while they are very likely to again join an army, this time as wage laborers for the government. These children are simply not able to be children again and just need help from organisations emphasizing on getting their lives back, that they are  actually supposed to have as children. This information I found in ‘The Journal of International Policy Solutions‘,  available at:

http://irps.ucsd.edu/assets/012/6360.pdf

During the time I elaborated this topic I was deeply touched by the many horrible destinies of these children and their families, thus, I decided to campaign for the rehabilitation and demobilization of former child soldiers, incorporating three important phases, which are  demobilizing, rehabilitating, and reintegrating child soldiers in african conflicts. My idea was to campaign as a NGO, animating the audience to donate for my program. My idea was to represent these three phases with three specific photos of child soldiers dreaming and wishing for these phases to become true.

I chose to utilize these four images:

image 1:

Available at: http://tcon-uganda.org/wp-content/uploads/2011/10/lra-child-soldier.jpg

image 2:

Available at: http://foreignpolicyblogs.com/wp-content/uploads/blurb200_lg.jpg

images 3 & 4:

image 3:

Available at: http://rightsandhumanity.tumblr.com/post/880161928/somalias-child-soldiers-children-some-as-young

image 4:

Available at: Corbis-42-21668015.jpg

Campaign development task 05

23 May

Definition of my target audience:

As my campaign incorporates the topic of child soldiers, my first intention was to create a campaign addressing the adult audience, optimally with children themselves. As the exploitation of children for war purposes is a very serious issue and an ongoing conflict, it requires serious devotion from politically engaged individuals, other than those working for governments, in order to positively contribute to this matter. I believe that adults from a certain age, approximately starting from 25 and ending with 45 years of age, are the best people to approach with this topic, as they are mostly financially more stable, mentally more resilient,  longer-established, politically more educated, and principally more adepter compared to a younger audience. In my opinion, adults from this age group may better relate to this campaign, as they, in case they are parents, automatically are emotionally more involved – immediately thinking of their own children… Another factor playing an important role is probably also the socio-economic background of my target audience, witch in this case is a target audience with a middle to upper class social status. I think that individuals with a more comfortable, stable lifestyle are more likely to support a charitable purpose, as they are emotionally and financially more open and free to deal with such critical matters.

I wanted to really shatter my audience by quasi reversing roles – by illustrating children obviously originating from european countries, in armor and in conflict areas, resulting in the viewers not being able to look away from the campaign images, as such issues are typically not related to children in Europe. I started to look for images of european child soldiers and for instance found this one available at: http://facthai.files.wordpress.com/2010/12/rosie-child-soldier.jpg

The second image is available at: http://www.rawstory.com/rs/2011/10/05/obama-again-sends-u-s-tax-dollars-to-countries-with-child-soldiers/

The third image is available at:

 

Campaign development Task 04

23 May

I decided to narrow down by campaign development to the topic Child Soldiers.

I did some general research on the topic and gathered facts on where this conflict still exists, that is to say most notably in Africa and Colombia. I went on the website CounterPunch and read some interesting facts regarding this isssue, which are available on:

http://www.counterpunch.org/2012/03/23/child-soldiers-a-symptom-of-war-poverty-imperialism/

The article on this website claims that today, the International Criminal Court issued its first ever verdict called Thomas Lubanga Dyilo, a Congolese warlord. He has been convicted being involved in the recruitment of child soldiers, thus, now faces life imprisonment. However,  this issue is not only visible in Africa. Also in Colombia, a everlasting conflict continues, and children are exploited for war purposes.

Child soldiers, already at a very young age of five years e.g., are being recruited and abducted by armed groups much closer to home, and consequently abused with torture, rape, and unimaginable atrocities, in short words these children are used as virtual slaves.

I further on laid more focus on Africa, in order to connect better to my intention of particularly emphasizing on the KONY2012 campaign, which deals with Uganda. Hence, I found information on Congo in a video describing the support the Peace Direct Organization is giving  the frontlines of conflict to protect the children and their communities in war struck Congo. Shockingly still an estimated 7000 children are being exploited for active warfare in Congo. I found this information on:

http://www.peacedirect.org/bring-the-children-back/child-soldiers-the-facts/#

Video linked to this article is available at:

ttp://www.youtube.com/watch?v=B8_sp2gULxs&feature=player_embedded

I further researched this topic and found out, that the video KONY2012, which I already posted in task 03, is unfortunately  accused by several critics of being a  misinterpretation of the current state of the child soldier conflict in Uganda. After finding out more information on this so-called scam campaign, I decided to focus on Joseph Kony and the LRA and to dig deeper into this controversy caused by the ‘Invisible Children’ organization.

Campaign development task 03

23 May

In this post I will analyze the three chosen topics for my campaign more in depth.

Additionally I have chosen to change the third topic Child Abuse to Child Soldiers.

Topic 1: Racism and discrimination in fashion and beauty industry:  addressing the topic of power-laden ideals of whiteness dominating the beauty and fashion industry.

On the NFB.ca blog I found the article ‘The Colour of Beauty: Exploring racism in the fashion industry‘ and a featured video, focusing on the topic Racism and discrimination in the fashion industry. Particularly this video explains how the fashion industry perceives beauty and how ethnic models are classified in this industry. Sadly it is not surprising that this video, illustrating the struggles of an Afro-American model in the industry, reveals that e.g. black models with caucasian facial features represent ‘real beauty’ and are more likely to be successful in the fashion and beauty world, than models with so-called typical ‘African’ features, witch are not enough convertible and commercial. The video also shows the results of a 2008 survey of New York Fashion Week, presenting shocking data: 87 % of models where white, 6% where black, another 6% where asian and the remaining 1 % where latina. It is obvious that the expectations of a black model are much higher to be absolutely  ‘flawless’ regarding skin, hair texture, facial features, than the expectations of caucasian model. Ethnic models have to fight with constant rejection because of their skin tone and features, they constantly have to justify their worth and what they can contribute to business. The main reason for all this racism is that the media industry, particularly the fashion and beauty industry, do not perceive ‘black as their demographic’, as ‘black does not sell’ and  the main focus should only be on the white population as most frequent purchasers of  major products – ‘only white buys’. Unfortunately fashion is stuck in 1955, where racism had its peak!

MORE DIVERSITY PLEASE!!

http://blog.nfb.ca/2010/05/12/the-colour-of-beauty-exploring-racism-in-the-fashion-industry/

My research also revealed the fact that when a none-white woman is a spokeswoman for major product campaigns, she is mostly a singer, or an actress,  – someone with another role in the media like e.g. Beyonce.

Referring to Beyonce, as an Afro-American singer representing the black, asian an latin community, I also found disturbing information on the tendency of fashion and beauty media being racist.  The preference for European features is pervasive enough that no matter the process, when an image is declared ideal it’s likely going to play up to that preference. In 2008 a L’Oreal ad campaign lightened up Beyonce’s skin tone to make her more approachable to a wider audience. This was a very controversial incident causing a lot of anger from especially the black community towards the industry. I found a article on this occurence on: http://www.guardian.co.uk/media/2008/aug/08/advertising.usa

 

 

 

 

 

 

 

 

 

 

Available at: http://ll-media.tmz.com/2008/08/06/0806_beyonce_side2side-1.jpg

Although this skin color issue caused so much uproar, Beyonce herself took it to another level and showed how many ethnic women with a celebrity status also have this self-hating notion that ‘light is right’ and reflects wealth, beauty and a higher status in society, by publishing promotional pictures with unusual pale skin and a caucasian look.

Regarding this topic, I found information in the article ‘Beyonce Caught In Yet Another Skin-Lightening Controversy, Is This an Inevitable Part of a Black Woman’s Fame?’ availabe on the website:

http://www.clutchmagonline.com/2012/01/beyonce-caught-in-yet-another-skin-lightening-controversy-is-this-an-inevitable-part-of-black-a-womans-fame/

Topic 2: Finding my identity: As I am a child of a bi-racial relationship between my parents (father from Africa and mother from Europe), I always had difficulties finding my own identity. I would like to work on a campaign addressing the struggle of finding one’s identity. This topic links to my own research.

Half-breed, mulatto, mixed,eurasian, mestizo, amerasian– are considered as the “others” biracial individuals, who do not have a clear racial reference group and do not have control over the way they are perceived by society, like myself and my two siblings.

To my surprise I actually found quite a lot of sources, even academic works, approaching the topic of identity issues of biracial individuals. The book ‘Diversity and Complexity inFeminist Theory’ addresses the topic and analyzes it quite well, by illustrating good examples I can identify myself with. This book is also available online at:

http://books.google.co.uk/books?hl=de&lr=&id=–nluHKUqucC&oi=fnd&pg=PA185&dq=identity+issues+of+biracial+people&ots=7A02wldlmB&sig=zID49nRoAUxHlKC2X2cuhBbu7X0&redir_esc=y#v=onepage&q=identity%20issues%20of%20biracial%20people&f=false

As I experienced it myself as a child up to now, multiracial children are often forced to choose a single-race identity. They tend to suffer from this inauthentic expression of self. In my opinion it is really unfortunate that society often pressures mixed-race individuals to choose just ONE race because of the outdated “one-drop rule” which especially mandated that Americans with any African heritage be classified as black. It wasn’t until 2000 that the U.S. Census Bureau allowed citizens to identify as more than one race. That year the Census found that about 4% of children in the U.S. are multiracial.

Rather than having to choose a race to identify oneself with being forced into a category, those individuals like myself who are mixed or biracial. “I came across this information from an article also emphasizing the importance of parents raising their biracial children proactively and sensitively to their needs as the children surely face certain challenges within society while growing up (discrimination, exclusion, etc.).

this provided information is available at: http://racerelations.about.com/od/raceconsciousparenting/a/RaisingBiracialChildrentoBeWellAdjusted.htm

To my surprise I actually found quite a lot of sources, even academic works, approaching the topic of identity issues of biracial individuals. The book ‘Diversity and Complexity inFeminist Theory’ addresses the topic and analyzes it quite well, by illustrating good examples I can identify myself with. This book is also available online at:

http://books.google.co.uk/books?hl=de&lr=&id=–nluHKUqucC&oi=fnd&pg=PA185&dq=identity+issues+of+biracial+people&ots=7A02wldlmB&sig=zID49nRoAUxHlKC2X2cuhBbu7X0&redir_esc=y#v=onepage&q=identity%20issues%20of%20biracial%20people&f=false

Furthermore I also found information from an online book ‘Beyond Black: Biracial Identity’, based on the research of a sociologist of biracial identity herself.

http://books.google.co.uk/books?id=dGRpWjOURn4C&printsec=frontcover&hl=de&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

Topic 3: Child Soldiers – this topic also links to my own research.

I changed the idea of my campaign to the issue of child soldiers, as I came across a certain video called KONY 2012, posted on Facebook, which quite shocked me and raised my interest in this topic. the video deals with the the LRA, a Ugandan military group under the command of Joseph Kony abducting and recruiting children as child soldiers.

The two parts of this campaign in form of videos are available at:

http://youtu.be/c_Ue6REkeTA

More information on the campaign program, managed by the organization called ‘Invisible Children’ i found on:

http://www.invisiblechildren.com/programs.html

 

 

 

 

 

 

 

 

 

 

This is one of the images used for the ‘Stop KONY 2012’ campaign. I saw it on:

Campaign development: task 02

1 Mar

Topic 1: Racism and discrimination in fashion and beauty industry: This links to the current debate around Beyonce’s new album release photos, addressing the topic of power-laden ideals of whiteness dominating the beauty and fashion industry.

Topic 2: Finding my identity: As I am a child of a bi-racial relationship between my parents (father from Africa and mother from Europe), I always had difficulties finding my own identity. I would like to work on a campaign addressing the struggle of finding one’s identity. This topic links to my own research.

Topic 3: Child abuse: This topic I am referring to addresses violence against children in general and particularly sexual abuse. This topic also links to my own research.