1. Community Media Production
Social Action and
Community Media Production

2. Principles and Purpose
Social Action refers to people taking steps to change the things that are wrong in our society and introducing new ideas and processes for doing things in the future.
The purpose is to bring about local, national or global change. It also raises awareness, changes attitudes and challenges dominant representations.
The objective is to develop an environment in which a richer, fuller life may be possible for all.

3. Local - Colour Run
The colour run is a 5k run that takes place in various locations around the country; one of the biggest runs is in Birmingham.
Participants make there way past checkpoints and get pelted by coloured powder paint, covering them in different colours.
The purpose of the Colour Run is to celebrate healthiness, happiness and friendship whilst also raising money for the charity NSPCC, most of the money from your ticket is donated to NSPCC and ChildLine.

4. Colour Run - Video https://www.youtube.com/watch?v=sQqFVjBSfCQ
Shows how you can have fun whilst raising money and gets involved with the social media aspect e.g. twitter, instagram which raises more awareness for the charity.
It shows how a wide range from adults from children can enjoy it and get involved.
It shows the wide range of activities it offers e.g. concerts

5. Colour Run
This video shows the event itself and people enjoying the event and how you can share it on social media and have a fun time with your friends and family. However there are no interviews with people talking about the cause or what the purpose of the fun run is. The style is very typical of a fun run video and at times is repetitive but gets the message across and makes people want to join in and have fun. The target audience is mainly teenagers and young adults as the style of event is much like a concert or festival. However there are families and children enjoying the event as it is very colourful and active.
Much of the campaign is social media related and it looks like their aim is to raise awareness through things like Instagram and twitter. Other events that the NSPCC have done is the 60 minute challenge and they are constantly adding events to raise money for the charity. There is a key contrast between the colour and energy of the event and how serious the issue is around helping children. As children that get help from ChildLine can often be going through serious issues, this event adds something that can people can enjoy.
This event locally raise awareness for any children locally and could therefore get help. Globally, more and more people could become aware of the charity and what they do. It could become a very well known company and help children worldwide.

6. National – “Glow in the Moonlight” for Myton Hospice.
“Glow in the Moonlight” is a family event in support for Myton Hospice. Hundreds of neon- dressed runners gather and set off on a 5km route to raise money for The Myton Hospices.
Along the routes, participants will encounter a number of bright glow zones featuring coloured lanterns, dazzling lights and dance music. The participants will also be expected to be splattered with fluorescent bubbles when passing through a UV bubble zone.
Myton Hospice help up 1,000 patients and their families each year across England – in Warwick, Coventry and Rugby. This event will be held in the three different areas doing the same distance.

7. Glow in the Moonlight - Video
In this video they show different peoples stories and how Myton have helped them – making the audience want to donate money as they are clearly making a difference.
They also show how you can even have fun whilst raising money.
The main style and technique for this video would be the use of sympathy. The video uses ‘sob stories’ to put at peoples ‘heartstrings’ and make people feel sympathy towards the people relaying their stories during the video.

8. Glow in the Moonlight
By the style of the video, the ‘Glow in the Moonlight’ would appear to target older people. The video also stereotypes the type of people that go to hospices’ – implying that people go there to die. However, the actual event is very youthful and the actual target audience would be year olds; this would be due the interactions of the 5K course.
The styling of this video is very traditional to other ‘fun run’ campaigns, such as Cancer Research – use of sob stories and footage of those taking part in the run. I personally don’t think this matches towards its’ youthful target audiences.
I took part in this event a few years ago in aid of my grandparent being supported by Myton Hospice – this is good example of how it goes against the stereotype being portrayed in this video and how people assume its were people go to die.
Another element about this campaign is that it was very interactive with those getting involved, through social media too. I had heard about this fun run through my cousins how had gotten involved the year before me. The campaign uses it’s interactive ‘glow’ and ‘bubble zones’ to encourage people to promote this via social media.
Another element to this video is that it doesn’t show enough footage of the actual fun run or showing people doing the 5K event. I think this would encourage people a lot more as it would promote it being fun and interactive, encouraging people to want to go and take part. They could have included footage of the Hospice helping out families, this would show people that all the money raised would have been put to good use.

9. Global - ALS Ice Bucket Challenge
The ALS Ice bucket challenge was a challenge in which participants had to dump a bucket of icy water on top of themselves. They would then nominate other people to do the same thing and to donate.
This was to raise awareness of the disease known by the name of "motor neurone disease" which is a disease that is a progressive degeneration of the motor neurons and wasting of the muscles.
To begin with, their intentional traditional target audience were people who had motor neuron or knew someone with it but they ended up finding that the younger generation were more interested. This caused awareness to all age groups which helped with the progression in donations.
Because of this challenge going worldwide, the ALS association received $98.2 million from 29th of July to the 28th August in 2014. This caused a breakthrough and researchers managed to find a better treatment for patients. This shows that people can make a change.

10. ALS Ice Bucket Challenge - Video
This video show what they are doing with the money raised meaning anyone that donates – their money will count.
It shows how the audience can make a difference to someone else’s lives making people want to donate and cause change.

11. Other events like this:
The “No makeup selfie” challenge was a ‘challenge’ in which women posted pictures of themselves online without make up. This ended up raising £8 million in only 6 days for the charity, Cancer Research UK.
Both of the challenges are very similar. They are both effective and spread around very quickly raising awareness money for the charities. Only one difference is that the ‘No makeup challenge’ only targets women while the ice bucket challenge target everyone.
These challenges have a technique that can get people involved which causes a widespread awareness of said charity. If it looks fun or challenging, people will want to get involved and the more people that get involved the more these charities are known. Because the videos are short and simple or as something as simple as a picture, then it catches peoples attention and doesn’t take too long to do, it also helps that all this happens on the internet and nearly everyone has access to the internet so it reaches everyone.

12. Necessity
In a rapidly changing world we are facing fundamental problems and the gap between the richest and the majority of the worlds people is actually growing.
A increasingly constrained and divided world, the need for social change is obvious. Unless we can adapt, prospects for a peaceful and stable world will rapidly fade.

13. How To Help Depending on the organization: Make a donation Volunteer
Donate items
Host a Fundraiser
School Fundraising