ANTONIA SALT CREATIVE STRATEGY MANUAL B4004894
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ENVIRONMENTAL POLLUTION IS AN INCURABLE DISEASE. IT CAN ONLY BE PREVENTED. - BARRY COMMONER
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introduction trend essence RESEARCH SUMMARY
CONSUMERS CUSTOMER PROFILE PESTEL 6
BASIC ELEMENTS TYPOGRAPHY BRAND BOX
COLOUR SCHEME CREATIVE & COMMERCIAL RATIONALE THE APP 7
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The Ugly Truth campaign aims to raise awareness on issues such as animal poaching, deforestation in the rainforests, plastic pollution in the oceans and global warming causing the ice caps to melt. The objective is to shock and inform the population, in order to hit them with the harsh reality of what is happening on our planet, outside of the modern, social media engrossed world. The strategy which involves a shocking, heartbreaking and saddening campaign video, hopes to get individuals thinking about their every day behaviours and how they can help the planet they live on - specifically directed at animal cruelty, deforesta-
tion, plastic pollution and global warming. The Ugly Truth is not connected to a brand, as it aims to influence everybody and believes it should be a trend that can be used in conjunction with any brand in the future.
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“try to leave the earth a better place than when you arrived.� - passionate - devoted - ecofriendly - caring - humane - economical - ethical
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The research completed firstly looks into past campaigns in print form and in video form, and the charities / organisations that created them. It was found that the newer the campaign (and the worser condition the earth is in), the more shocking and graphic the campaign. The simplicity of these campaigns made it easy for consumers to understand, and were more intense / shocking. The study of apps currently in the market shows some to helpful in terms of helping individuals to understand the issues that are currently going on in the world, but weren’t marketed properly as most participants in the research, didn’t know about any of the apps. Therefore, those who are invested in and passionate about these issues, found them useful, however there was way of pulling in new users. Consumer research evaluated that there needed to be an app with everything in one place about these issues.
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The 50 participants that volunteered to take part in the survey when hearing what it was about, were all aged between 18-25. This wasn’t as a surprise as the issues that the trend covers, are usually more appealing to this age group, and the majority of older individuals, tend to be more ignorant when it comes to these subjects. The Guardian (2014) stated that, “Sustaining interest in this great but slow-burning crisis is a challenge no one seems to have mastered.�
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94%
said they cared about the environment and what was currently happening to it
more than 80% of participants were animal lovers
100%
of participants said there should be more awareness in these areas
bar 2 participants - every individual was aged between 18-25 15
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Name: Emma AGE: 22 OCCUPATION: Model / Actress favourite store: zara status: Single style: ‘clashing’ ‘Free’ transport: Public Transport favourite food: Peanut Butter favourite animal: Dogs 3 facts about yourself: - Full Time Vegan - Environmentalist - Animal lover
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Politically and legally, The Ugly Truth trend needs to make a stand. For example, for many years, poaching in Africa has been illegal, however since Donald Trump has been in house, the ban on animal poaching in two different countries, has been lifted. “Donald Trump’s administration is to allow the remains of endangered elephants legally hunted in two African countries to be imported to the US, reversing a ban introduced by Barack Obama.” (The Independent 2018) This gives the trend the ability to fight against this movement, causing more publicity and more people to realise, and join The
(2018) “Politicians seek to tackle plastic litter polluting the oceans”, and “Several heads of state and scores of environment ministers are expected to agree for the first time to take global action against plastic polluting the world’s seas at an annual meeting of the UN environment agency in Nairobi.” These reports are a positive for The Ugly Truth trend, and means it is more likely to become a trend of Spring Summer 2019, as there is so much political and legal action being taken, surrounding it. Global warming is one that has been publicly dealt with for many years now. Supporters
Ugly Truth trend - consequently, it becoming an even more popular trend. This will also be very similar for Deforestation in the tropics, as this is still illegal, however many people do not know that it is happening, and the devastation it brings to animals habitats and our eco-system. “Tropical deforestation accounts for almost one-fifth of greenhouse gas emissions and threatens the world’s most diverse ecosystems. Much of this deforestation is driven by illegal logging.” (Oxford Academic 2012) With plastic pollution in the oceans, this is one of the most current, ongoing, and known problems of 2018, that gets the most publicity. According to Financial Times
are making a stand to save the planet all over the world, with so many different campaigns taking place. Which again, is a positive for the trend, as the more people on board, the more publicity the trend gets, and the faster we can save the planet. In regards to fashion, the main aspects are to ban the use of fur - which many designer houses are doing and have been doing for the past year. Ensure that brands are using eco-friendly materials, banning the use of single - use plastics all over the world, and ensuring that the world knows that “the $3 trillion fashion industry is the second most polluting industry, just behind oil.” (One Green Planet 2017) - so 18
that the trend can continue to change this fact. Economically, animal poaching and deforestation has huge effects on countries that are less economically developed. “The loss of a country’s iconic wildlife directly reduces the number of wildlife tourists visiting the region and reflects significant potential losses to the GDP for many countries that are already among the world’s poorest.” (Poaching Prevention 2018) Fashion houses also need to consider this when using real fur and unsustainable materials, as they are putting countries economic wealth. By The Ugly Truth coming to light in 2019, it means fashion houses across the world will understand and see how they are effecting countries economically, and change their behaviours, and the way they source / make clothing. WWF (2016) stated that, “One easily noticeable effect of the impact of climate change on fashion apparel and retail are sales of outerwear. Last year’s lack of “sweater weather” caused by record warmth during October, November and December, resulted in excess inventory of sweaters, jackets and coats.” Due to global warming and pollution in the oceans, businesses are suffering. This needs to change and economically The Ugly Truth can help save the planet. Socio-Cultural is the main aspect of PESTEL that surrounds The Ugly Truth trend. With animal poaching, deforestation, plastic pollution and global warming, being at the forefront of this category, the socio-cultural factors that are consid-
ered are exactly the elements the trend is based on. Fashion all over the world is starting to consider the elements of The Ugly Truth trend when creating garments, which is therefore influencing buyers to consider this in their lives too, in response to political events. The trend film will also be broadcasted, as tv and film tends to be such an influential part in consumer buying habits. Campaigns that are in video form such as Youtube videos, are extremely influential, especially with 18-25 year olds. “YouTube Ads Have a Greater Reach than TV Ads, and Are More Effective.” (Blue Corona 2017) Technological trends are consuming the buying habits of the modern consumer, which is why The Ugly Truth needed to stand out when considering creative emerging technological trends. An app in which the users will have everything at their finger tips whilst it being super simple, is the best way to get individuals involved with the campaign. Inc (2018) stated that,”If you need more than two sentences to describe its value, your app’s in trouble. Simplicity in design, purpose, and use, is the hallmark of all great mobile apps.” Whilst all these modern aspects of technology are being released, 18-25 year olds are still wanting the physical connection with life and the way they communicate. That is why a festival which still features technological aspects will be a great way to get the consumer on board and interested in The Ugly Truth trend. Palpable Media (2018) stated, “If you think Millennials love being online, think again. In a study of Millennial spending
habits by Eventbrite earlier this year, 72% said they’d prefer to increase their spending on experiences rather than physical things in the next year.” Lifestyle (2018) stated that, “Versace joined its fellow high-fashion labels Gucci and Armani, and announced that it will no longer use real furs in its products, starting from its 2019 collections.” This is only just the start for environmentally friendly fashion. With houses as big as this committing to going fur free, hopefully in a few years there will be nearly all fashion houses fur free, encouraging the rest of the fashion world to do the same. As there is so much more awareness on these issues now, The Ugly Truth will soar in Spring Summer 2019. For deforestation, although not gaining as much awareness as going furfree, “Large and globally recognised fashion brands are working to change their supply chain to avoid endangering forests. This month, H&M and Zara, two of the world’s largest apparel makers teamed with Canopy, a non-profit, to remove endangered and ancient forests from their dissolvable pulp supply chain for their viscose and rayon fabrics.” (The Guardian 2018) So the trend is slowly but surely taking over for deforestation too.
“73% of Atlantic deep-sea fish surveyed had ingested micro plastics.” 19
For plastic pollution, cosmetic micro beads have been an increasing problem for marine life for decades now, and have recently been banned in textiles - a great movement for the oceans and lowering plastic pollution. Drapers Online (2017) reported that, “cosmetic micro beads, which were banned from manufacture in the UK in January, and will be banned from sale in July, because of the threat they pose to marine life.” They also stated that, “Last month, a study from the National University of Ireland in Galway showed that 73% of Atlantic deep-sea fish surveyed had ingested micro plastics.” As we know, the fashion industry is the second most polluting industry in the world, next to oil, and so fashion are the ones that need to be doing something to reduce to effects of global warming. This is why The Ugly Truth is a predicted trend of 2019, as more and more people are becoming a part of this movement to save the earth and reduce global warming.
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Basic elements including typography, colour palette and brand box are included in this manual in order to understand the elements that should be used when creating anything surrounding The Ugly Truth trend. The next few pages are a guide to enable ease, consistency and smoothness in the products that are produced. Please refer to trend book for more details.
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headlines /titles / subtitles: bebas neue abcdef 123456 . , ! ? : ; promotes statement and power whilst giving a clean professional look Regular Text: Helvetica ABCDEF abcdef 123456 . , ! ? : ; Offers a calming, ‘normal’ element that is recognisable, mainstream and can be differenciated from the titles.
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The Brand Box compromises of the following elements: A - Background colour may be black or white B - The font must always be Bebas Neue C - ‘The’ must always be in ANIMAL PRINT D - ‘Ugly’ must always be in a ‘rainforest’ print i.e. snake skin / leaves E - ‘Truth’ must always be in an ‘ocean waves’ print G - The words must flow in either one straight line or underneath each other (Please Note: if no prints are to be used - all words must be in either black or white)
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b c d
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e
X
X = HEIGHT OF LOGO
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Although at first the colour scheme may look confusing and unrelated, the decision to make a colour scheme for each element was a good one. Starting with ‘Safari’ the orange and brown tones lead cleverly onto the ‘Rainforest’ element which includes some of these original ‘Safari’ tones, but adds the green ones too. The green then leads onto ‘Ocean’ where the blues colours are introduced, and finally onto ‘Ice’ where icy blue tones and whites are incorporated.
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is believed that the app and the festival are the best for the campaign as firstly, they resonate closest with the target audience, and upon completing research, these were the most popular outcomes (see graph). Secondly, it is believed that the app is the easiest form of comA vegan festival may also munication aside from social be created for Spring Sum- media, that has everything an After studying research from mer 2019, which will involve individual needs to know about the target consumer group, everything to do with the trend, the trend. The festival enables an app has been created that including talks from industry the trend to deliver all of this inenables users to have all the experts about poaching, de- formation at a bigger scale, to information they need as an forestation, plastic pollution closely coincide with the aims ‘Ugly Truth’ activist. Including and global warming. Music and objectives of the campaign news on all the issues within and appearances from celeb- / trend. the trend, places to eat as a rities that support this movenew or existing vegan / vege- ment, vegan food stalls and tarian, and petitions from dif- graphic propaganda to ensure ferent sites that are able to be the message is put across. It As well as the obvious forms of communication that are vital to communicate a new trend in the fashion world such as Instagram, Twitter and all other forms of social media; The Ugly truth will use creative emerging forms of communication to get the aims and objectives of the trend, across to the world.
signed right at the individuals finger tips; such as, stopping dog farming in China and the petitions against single use plastics. There is also an aspect based on ‘things to do on your days off’ that are environmentally friendly.
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The Ugly Truth application was created in order to ensure ‘everything’ was easily accessible and in one place. By everything we mean, things from petitions and news stories to places to eat and places to visit, all surrounding the elements of ‘The Ugly Truth’: Animal poaching, deforestation, plastic pollution and global warming. The app is easy to work around and easy to read and understand, for current
environmentalists, vegans etc, or for those wanting to know more / understand these areas. There is also an easily accessible page where there would be an array of charities you can donate to, e.g. WWF. Updates would be available on the app as it got more popular, and more fashion based updates will be created to make it further inclusive.
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opening screen One click takes the user to the home page where the most recent updates from each page live. Bold logo against animal print backdrop. Changes on each use to either rainforest, ocean or ice print. Including black or white logo.
home page Includes the most recent updates from four menu buttons at the bottom of the screen. Each picture is clickable and takes the user to the relevant page. Buttons (from left to right) - Home Page - News - Places to visit - Petitions - Food & Drink (Each one glows when on the specific page)
Each page has the ‘donate to charity’ button in the top right corner of the page. This leads to a page where the user can scroll through different charities with the choice to donate.
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donate to charity Each charity logo / icon is clickable. Upon clicking the logo would take the user to the charities web page, where they can read up about the charity and choose to donate. Unfortunately, the Adobe XD software doesn’t include a ‘links’ element, but this is what would happen if it did. Again, the other buttons remain at the bottom so any page is accessible from any page. For example, the ‘News’ button can be clicked and it will take you to the ‘News’ section of the app.
news page This section shows the user all the latest news stories coming through that surround the elements of the trend. Each image and title is tappable, and will take the user to the corresponding news story. Very user friendly and easy to read. Glowing icon, to ensure users know what page they’re on. Any of the menu buttons can be clicked to go onto each page.
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clicking on a specific news story This is an example of what the news story pages look like when tapping to read on. Clear and consistent text with an image that suits the style of the app. The user can easily scroll to view the rest of the article. When finished reading, the user can use the buttons at the bottom of the page to either go back to news stories or to the home page - as seen below.
places to visit After returning to the home page, the next button to click is places to visit. This includes environmentally friendly places to visit, for those days off that you aren’t sure where to go or what to do. The images would be tappable, which then take the user to the website of each place, however the software used does not include this aspect yet.
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petitions Another element of the bottom menu bar is Petitions. This page enables users to scroll through the petitions that are currently taking place (examples in the image provided). The green buttons are tappable and again, (if the XD software enabled it), would be links to the specific websites where users could sign the petitions.
food & drink The final button for the menu bar is food and drink. This would allow users to enter a postcode, and the map would bring up all the vegan / vegetarian friendly resturants close to them, including their star rating. The map would be interactive, so the user could move it around. Every page can access the home page by tapping the home button on the bottom bar menu.
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100% OF PARTICIPANTS USE APPS EVERY SINGLE DAY 80% said they would sign more petitions if they were easily accessible on an app
90% of those who said they were vegan / more awareness on issues such as animal cruelty, poaching, global warming, plastic pollution etc?
88% said there should be
vegetarian find it difficult to find restaurants to eat at
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appendix Page 15 - Consumers 1. Do you care about the environment and what is currently happening to it? e.g. ice caps are melting. 2. Are you an animal lover? 3. Do you contribute to ‘saving the planet’ by reducing your carbon footprint? e.g. washing on 30 degrees instead of 60, recycling everything you can, reducing your plastic use. 4. Do you keep up to date with relevant news in these areas: animal poaching, deforestation in the rainforests, plastic pollution and global warming 5. Do you think there should be more awareness in these areas? 6. Do you think you are aware of the severity of these ares, and the damage it is having on our planet? 7. What is your age range? -16-20 -21-28 -29-35 -35+ Page 29 - Determing Creative Outcomes by asking target consumer - App - Festival - Tv Advert - Store Layout - Short Page 36 - App Research 1. Do you use apps every day? 2. What do you use them for? 3. Do you think you would sign more petitions on issues such as animal cruelty, deforestation, plastic pollution & global warming, if they were easily accessible in an app? 4. For those who are vegan / vegetarian, do you find it difficult to find restaurants that cater to you specifically? 5. Do you find it difficult to find things to do on your day off / weekends? 6. Do you think there should be more awareness on issues such as animal poaching, deforestation, plastic pollution & global warming? 39
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BIBLIOGRAPHY The Guardian (2018) Consumers don’t care about the natural world. Retrieved from: - https://www.theguardian.com/environment/georgemonbiot/2014/may/09/why-wecouldnt-care-less-about-the-natural-world The Independent (2018) Donald Trump lifts the ban on trophy hunting. Retrieved from: https://www.independent.co.uk/news/world/americas/us-politics/donald-trump-elephanttrophy-import-ban-lifts-zimbabwe-zambia-legal-big-game-hunting-a8058051.html Oxford Academic (2012) Tropical Deforestation. Retrieved from: https://academic.oup. com/qje/article-abstract/127/4/1707/1844248?redirectedFrom=fulltext Financial Times (2018) Politicians seek to tackle litter. Retrieved from: https://www. ft.com/content/06784652-d67e-11e7-8c9a-d9c0a5c8d5c9 One Green Planet (2017) Fashion is the second most polluting industry. Retrieved from: https://www.onegreenplanet.org/environment/clothing-industry-second-most-polluting Poaching Prevention (2018) how the loss of wildlife affects LEDC’s economically. Retrieved from: http://www.poachingprevention.org/scale-of-the-problem/impact/economic-political-implications/ WWD (2016) how global warming affects the outwear businesses. Retrieved from: http://wwd.com/business-news/business-features/climate-change-impact-fashion-apparel-10525390/ Blue Corona (2018) Youtube more popular in millennials than TV. Retrieved from: https://www.bluecorona.com/blog/youtube-vs-tv-advertising Inc (2018) App users want easy to use and simple apps. Retrieved from: https://www. inc.com/piyush-jain/how-to-make-sure-your-users-get-hooked-on-your-app.html Palpable Media (2018) Millennials still want experiences over technology. Retrieved from: https://www.palpable-media.com/insights/2018/1/29/the-5-best-ways-to-marketto-millennials-in-2018 Lifestyle (2018) Designer brands are going fur free. Retrieved from: https://www.thenational.ae/lifestyle/fashion/10-brands-that-have-declared-themselves-fur-free-in-pictures-1.713968 The Guardian (2018) High street brand using sustainable materials. Retrieved from: https://www.theguardian.com/sustainable-business/zara-h-m-fashion-sustainable-forests-logging-fabric Drapers Online (2017) Cosmetic micro beads. Retrieved from: https://www.drapersonline.com/product-and-trade-shows/textiles/fashions-war-on-plastic-pollution/7029062. article 41
“THE QUESTION IS, are WE HAPPY TO SUPPOSE THAT OUR GRAND CHILDREN WILL NEVER BE ABLE TO SEE AN ELEPHANT, EXCEPT IN A PICTURE BOOK?” - DAVID ATTENBOROUGH
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