Self Negotiated Project - Health Campaigns

Health Campaign Research

Liver failure, heart disease and lung cancer are within the top ten causes of death in the UK. I wanted to explore the subject of health and well being through the use of photography. I am going to try and incorporate the use of still life and portraiture photography into one project. The aim is to create my own images that would be suitable to be used in health campaigns. The photos should help to highlight the horrific effects people may be self inflicting on their bodies.This could be through the abuse of alcohol, smoking and over eating. The photographs will hopefully discourage people to do this. My images are expected to be graphic, realistic and alarming. 

 Oliver Toscani - Benetton

"United colours of Benetton..."

Benetton is a worldwide luxury clothing brand based in Italy. Photographer Oliver Toscani, often creates ads containing striking images which have nothing to do with the products being sold by the company. The images produces are often graphic and striking, which is why I have decided to use his work to inspire me. I personally really enjoy his controversial style and can hopefully produce a similar theme or sense in my own work. 

The image above is an image created to advertise for the company Benetton clothing. Toscani has captured fine details of the organs in this image. A direct approach has been used, using a simple angle. A lack of expression or emotion seems to involved within the image; colours are bland and bleak. The lighting is artificial creating a sheen effect on the hearts, and also making shadows present. I like the effect the lighting has on the subject. I feel it helps to create an isolated and dull atmosphere to the photograph. I am going to try this out in my own work using the studio to help produce a similar effect. 

 In my opinion, I feel the intention of the photograph was to portray a meaning of 'love' (the love for Benetton clothing). Hearts are often associated with love, and admiration. However, the hearts seen on valentines cards etc. do not resemble the appearance of the hearts featured above. The  subject in the photograph above gives the viewer an immediate association of honesty reality and genuineness. 

I also feel there could be another meaning being communicated through the image. On the hearts feature three colours 'white' 'black' and 'yellow'. The photo could be trying to involve and unite every type of human race. Showing, on the inside we are all the same and function in the same way. However, on the outside we can all be different. Perhaps this advertises the clothes to be unique and diverse to potential customers. 

This is another image produced for Benetton by Oliver Toscani. The image is simple and very bland which seems to be a regular theme through Toscani's work. The image shows a persons bum that has been 'branded' positive with HIV. Perhaps implying a particular identity and ownership that has now been given to that person. Branding is also associated with animals, this could be an offending aspect to the image. As people with HIV could be seen as categorised on the same level as animals.  

The photograph is very insensitive which probably tends to offend and outrage people. This causes controversy which people talk about, this means excellent marketing for the company Benetton. This is why the advertising campaigns by Toscani have been so successful. 

The image above shows David Kirby dying of Aids lying in his hospital bed surrounded by his grieving family. The image clearly expresses a sense of pain and suffering by both David and his family. The distribution of visual elements are very uneven which draws the human eye across the entire photograph. This is a very clever composition concept  that has been used. The viewer will view the elements in the image individually as well as a whole. The colour scheme feels cold and dull which matches the upsetting atmosphere that has been captured by Toscani. This has inspired me to carefully think about what colours should be included in my own personal work. 

I feel there is a slight faded effect to the photograph, adding a 'dream' like aspect to the photograph. Toscani has captured a very sensitive and important momentum for the family. Images like this could scare people creating a negative feeling perhaps making people at risk think twice about helping to prevent themselves ending up like David. Personally, I would like to think my images could produce the same effect onto the viewers of them. 

The work of Toscani is highly inspiring, he has not been afraid to push boundaries. The image above shows a new born baby the umbilicole cord still attached. The baby is also still covered in fluids and blood, this represents a sense of natural state. 

Some of Toscani's work could be classed as insensitive and offending. The image above shows blood drenched army clothes. This clearly implies the death and suffering of  soldiers who are fighting for our countries. Benetton argued this campaign saying that it promotes political awareness and social equality. The image certainly shows the world what goes on when fighting in the frontline. The image has been shot on a plain white background, only allowing the clothes to be focused on by viewers. This is a could point to consider when shooting my own photographs.

The image appears to have been taken in a studio setting, lighting has been used very well. The clothes are very detailed and show up every crease and rip in the clothes. The red is very vibrant and symbolises a number of different things. Red is known to represent love and passion. The person wearing these clothes obviously shown great passion and commitment to their job. Taking their own life for the safety of our countries. Red is also known to symbolise danger, speed, strength and aggression. The tears in the clothes could also display this. 

This image is another taken by the photographer Toscani; the photograph has a major shock factor. Anorexia is becoming more and more common. Some teenage girls feel that being stick thin is natural and is also attractive. Toscani has captured a very unhealthy and unhappy looking girl, who is clearly suffering from anorexia. 

The lighting technique which is clearly displayed on the backdrop behind the model. The colours created by the lighting consist of black grey and white. These colours together create a very depressing and dull atmosphere to the photograph. The models skin appears to be grey rather than a healthy glowing colour. This add emphasis to the fact the model is unwell and unhealthy. 

The model has been lit from above, this is evident from the shadow falling beneath and behind her. The bone structure has been highlighted using this technique. Her arms and legs look very fragile giving the model a weak personality.