OUGD505 - Product, Range & Distribution - Social Mobility Campaign Final Outcomes

Britain has been ruled by system of class which aims to divide and separate for as long as many can remember, inspiring prejudice and discrimination of not only the lower-classes, but of the upper-classes also through stereotype and false representations in the media. Though the system used to be simpler with only upper, middle, and lower class groups, over time it has become more complex.

Following the Great British Class Survey in 2013, a new system including 7 groups was introduced to the country, putting the nation in to 7 social classes from Elite to Precariat with many middle-classes in between. This and previous systems' aim to pigeon-hole society into different social strata brings failure in recognition of the complexity, individuality and diversity of 21st century Brits.

The social mobility campaign items make use of a consistent quintessentially British visual language that targets members of British society 'belonging' to lower socio-economic classes. The items encourage this target to reject the boundaries inflicted upon them by the class system and instead use ambition as the fuel to start their journey to becoming more socially mobile and to break through the 'class ceiling.' 

Typography used throughout the campaign is set in AES Ministry, a bold upper-case, distinct and highly legible typeface, making for greater appraisal from those who engage with the campaign items. Additionally, this typeface's character quality instills a sense of charm and strength created via a taller x-height and smaller-width characters - appropriate in its deliverance of encouraging reoccurring campaign messages.

Featuring a primary, consistent colour scheme of red, white and blue that mirrors that of the Union Jack, the national flag of the United Kingdom, this immediately assists establishment of a quintessentially British aesthetic, relevant to the campaign contexts. Additionally, feature of red and blue provides a more subtle, yet deeper context to the campaign through use of these colours by leading competitive political parties the Conservatives (blue) and Labour (red). These parties gain support from two very distinctly different social classes; The Conservative party is supported most typically by the wealthy, while the Labour party generally gains support from the lower, working classes of society. Use of these colours supplies additional social comment, and by using the two colours together, further reinforces the equality among society that social mobility potentials may bring.

The campaign's tone of voice is informative, progressive and encouraging, using inclusive and motivational messages and, where possible, features the use of pronouns such as 'I' and 'Me' - this forcing the target to consider the information specifically in relation to themselves. Additionally, it attempts to address them as individuals as opposed to just members of a minority class.