# data[].attributes.body
I have chosen to look at a Not-for-Profit campaign. As an example, I have looked at St John Ambulance “Helpless” Campaign. This is campaign that’s trying to raise awareness of the importance of knowing first aid. They do this by creating a short film/advert showing a man who was diagnosed with cancer and his journey of how he survived and his battle. It then goes on to showing him at a family BBQ after he is better and clear of cancer, which he then ends up chocking and dying. The message this campaign is trying to get out is that knowing how to give first aid can save lives. At the end of the advert, it writes “first aid could help prevent up to 140,000 deaths every year. The same number of people that die from cancer.” This is trying to inform viewers the importance of first aid and stating a fact that can make people understand the severity of first aid. I think this campaign was successful in what they were trying to achieve. This is because they used cold, hard facts to get their point across which would have made viewers feel bad and make them want to know how to give first aid.

# data[].attributes.body
I have chosen consumer PR and focused my attention on BeautyBay which is at the moment Europe's largest independent online beauty retailer. They have a very wide variety of products and brands on their website which they promote on their Instagram and Twitter pages by using the hashtag #BBDareToShare. They encourage their customers with every purchase made to take a photograph of their products and post it on social media. They even include a little card in the actual package so when you open your order, you see it there again. The hashtag isn't used only for the display of products, but for showing how the consumers are using them as well. Each week, there is a competition on the two social media platforms that involve 12 selfies chosen by BeautyBay. The rest of the followers are encouraged to pick and vote their favourite and the winner gets a £100 voucher for their website. This establishes a great communication with the consumers and a very effective way to advertise the products without being intruding or repetitive, but rather highlighting all the benefits that come with shopping from their website.

# data[].attributes.body
My chosen sector is not-for-profit. The campaign that I've decided to use for this is the "This Girl Can" campaign. This is interesting as it's the only campaign in the UK that has the intention of purely motivating  women to get active. They are funded by The National Lottery and were developed by Sport England, they offer for supporters to sign up to their website and access their campaign materials. They advertise through many different channels, including social media, OOH and TV advertising.
http://www.thisgirlcan.co.uk/

# data[].attributes.body
I have chosen "Healthcare PR - PR is often used within healthcare campaigns to lobby government or to help raise awareness of a particular medical condition or treatment." (but it might also come under non profit). It was by cancer research and they placed adverts at bus stops. Depending on how long a person could blow, more of a message would be shown. Which then lead to an action, a link to a website to learn about stopping smoking as smokers have a lower lung capacity and are less likely to be able to blow for longer. http://www.campaignlive.co.uk/article/cancer-research-uk-invites-smokers-puff-bus-shelter/1429075
//
http://www.clearchannel.co.uk/cancer-research-uk-launches-the-breath-test-to-promote-the-effectiveness-of-stop-smoking-services/
The campaign ran for three weeks but I did see about it on facebook as they ran a facebook campaign and a game alongside it.

# data[].attributes.body
I chose the not-for-profit PR sector. Within this sector I researched a campaign named "Humans for animals" which is designed to raise awareness and shock viewers by showing them how animals are treated and cruel to animals around the world. The campaign mainly focuses on animals which are becoming extremely endangered or extinct due to hunting and use of materialistic items. This campaign went viral due to the horrifying images presented on billboards and widely spread throughout magazines. The images show the animals which are being killed holding weapons with humans such as children dead. This campaign itself was created to gain worldwide and national coverage in print, broadcast and online media all linking back to a main petition in order to stop mass destruction to animals. In comparison, this was shown as a controversial advert as audiences saw it as not ethical. Due to this the campaign now has lower coverage as it has been seen as one of the most shocking campaigns of 2017. The advertisement is now been viewed on Youtube more than 500,000 views over the shocking images they display. However, due to this advertisement there has been an increased awareness over animal cruelty and is continually brought up by MP's everyday. This campaign is set to make  a come back on screens and set to make an increased impact on people and new audiences.

# data[].attributes.body
My chosen sector is the health sector. Charities such as The British Heart Foundation and Cancer Research, along with hundreds of campaigners who contacted their MPs directly, were instrumental in a PR campaign which aimed to spread the message that standardised cigarette packs would discourage children and young people from starting to smoke. Despite efforts from the Tobacco industry to counter this argument in the interests of their own profits, the Government listened to the campaign and from May 2016, tobacco companies were forbidden to use package design on cigarette packaging as a form of marketing and instead had to use plain packaging with health warnings. One of the reasons why I feel this campaign was successful was because the Government were presented with key statistics which stated that two thirds of smokers start before the age of 18 and the charities involved had public support who were concerned over the impact of attractive packaging on young consumers.

# data[].attributes.attachment_link.title
The answer is plain - Campaign for plain cigarette packaging | Cancer Research UK

# data[].attributes.body
I chose Consumer PR sector.
Game of Thrones is worldwide, well known TV Programme produced by HBO. The premiere of season 7 on 16th July 2017 was accompanied by the interesting Public Relations campaign. On the streets of London, people could meet white walkers led by The Night King riding the haunted horse. The walkers strolled down the streets of the city for couple of days, before the actual premiere of the new season. The purpose of the campaign was obviously to promote and advertise the TV show, although it was done in original way, that was visible and clear to the public. Therefore, in my opinion the campaign was successful and its objectives were met. The night walkers provided the dwellers and tourists of London with the experiences and memories, that in today's world emerge as popular and useful way to interact with the public. Experiences and memories stay in minds of the public longer than anything else.

# data[].attributes.body
Chose the Consumer PR sector. I focused my review on ASOS and their innovation segments of stunts that leads the ladder on online fashion retailer. The purpose of this campaign was to influence and change opinion on how the public view beauty. The campaign "Natural is Beauty" focuses on models with stretch marks and imperfections to alert the public that it is okay to be yourself and that beauty isn't what its perceived to be. this campaign became successful and alerted and changed the perception people, especially girls have on beauty and boosted new consumers and also strengthened their public image within the public. ASOS featured several models with unique identity to change perception of society into being more accepting to others, relaying on the message on how different we all are but yet strive for the same purpose "to be accepted". I.e "Body art, tattoos, style and ethnic diversity and more. this created a buzz for the public to embrace the individuality and respect and an image was retained by ASOS in return serving the public and been involved in identity and diversity revolution.

# data[].attributes.body
I chose the Public affairs sector. Within that sector I found a campaign designed to raise awareness of targeted dog attacks on guide dogs. The main aim of the campaign was to make micro-chipping of dogs mandatory by law, and for the consideration that the attack of working assistance dogs should be viewed by the law as being equally as serious as an attack on a human. The campaign itself was designed to gain national and regional coverage in print, online and broadcast media, all feeding back to a main website link where the public could write to their local MP. Due to high amounts of social media activity the campaign gained local media coverage, both print and TV - with TV segments further introducing people to the campaign. Due to this a total of 4,242 people wrote to their local MP's - thus forcing Parliament to notice a need for change. The outcome of campaign lead to a ruling by Defra that the compulsory micro-chipping of all dogs in England would be law by April 2016. This campaign won the CIPR award for excellence in 2013, this is successful as it achieved its aim overall as well as raising awareness of a topic that often falls under the radar of the general public.

# data[].attributes.body
I chose the Consumer PR sector.
I have found some clever PR stunt made by the phone company O2. The purpose of the campaign was clearly to inform public that they are giving free screen replacements for free.
They made an original approach to this message by simply placing billboards that at the first sight appeared to be accidentally fallen or broken. However they were design like this for purpose.
Who wouldn't notice a fallen billboard with big sign "Oops". Some people did and posted a tweet about how irony that is. Discussion has started whether it is real or not but later on the outdoor media owner and O2 itself has came up with a confess that it is on purpose.
In my opinion this campaign had achieved its goals since it created buzz