Save the reef Graphic Advocacy - A campaign for social good Coral Bleaching Caitlin McNamara 100581178
Contents
3. Abstract 4. Background 5. The Brief 6. The Strategy 7. The Concept 8. The Design 11. Print Media 12. Digital Media 18. Environmental Media 19. Applications 25. Conclusion 26. References
Abstract
The issue this campaign strategy aims to focus on is coral bleaching on The Great Barrier Reef. This is an important issue as over 97% of The Great Barrier Reef has been affected by Coral Bleaching. If this issue persists the whole 344,400 square kilometres of the Reef will completely die. Not only will this have major damaging side effects for the marine life on the Reef but also to Australia’s economy as the industry is worth $6.4 billion. The problem with this issue is that there are campaigns out there but they don’t specifically focus on providing education on marine life and to what people can do to help reduce the impact. Most campaigns mainly focus on raising money for the Reef. To address this problem the campaign strategy aims to provide a platform that is informative and educational on coral bleaching while also raising money for the Reef. The campaign will do this by providing informative information via a variety of platforms that is accessible for everyone.
“We have now flown over 911 individual reefs in a helicopter and light plane, to map out the extent and severity of bleaching along the full 2300km length of the Great Barrier Reef. Of all the reefs we surveyed, only 7% (68 reefs) have escaped bleaching entirely. At the other end of the spectrum, between 60 and 100% of corals are severely bleached on 316 reefs, nearly all in the northern half of the Reef.” – ARC Centre of Excellence for Coral Reef Studies.
background The issue
Coral bleaching is caused by change in sea surface temperatures (climate change) also known as El nino (warming) and La nina (cooling). Zooxanthellae (tiny marine algae) lives inside coral tissues and is an efficient food producer that gives up to 90% of energy corals require to grow and reproduce. Coral bleaching occurs when the relationship between the coral host and zooxanthellae which gives coral much of their colour, breaks down. Without the zooxanthellae, the tissue of the coral appears transparent and it’s white skeleton is revealed. Corals begin to starve once they are bleached. Some corals are able to feed themselves but most struggle to survive without the zooxanthellae. If conditions return to normal, corals can regain their zooxanthellae, return to their normal colour and survive. However the stress is likely to cause decreased coral growth and reproduction, and increased susceptibility to disease.
Existing campaigns
The logos are a mixture of illustration and type. 3 of the logos are easy to recognise as campaigns focusing on the Reef but 2 are hard to make that connection without prior knowledge. The aim of this campaign is to create branding that is easy to understand and recognisable at first sight.
emotional
forgettable
logical
memorable
The brief The return brief
The aim of this project is to create a campaign on a important social issue that is occurring right now. The campaign needs to have a targeted audience and be implemented in a variety of different medias, most importantly it needs to make a difference to the issue.
Overall goal of the campaign The overall goal of this campaign is to provide informative information on Coral Bleaching and to get people to start talking about the issue and make a change.
The general audience
The general audience of the campaign is everyone but will be focusing particularly on the younger generation as they are the future and we need to create a strategy that will allow The Great Barrier Reef to exist in the future.
5 W’s
What - coral bleaching, The Great barrier reef Why - due to high sea surface temperatures Who - marine life and Australians Where - Queensland, Australia When - Current issues happening now
The strategy Target audience
The target audience is Generation Y and Z. They are the future and if the great Barrier Reef is to continue to survive and be a world renown landmark then it requires them to help sustain the Reef for future generations.
The message
The message of this strategy is that we need to save the reef and work together to prevent coral bleaching.
Where & how
The campaign will be implemented through print media that includes posters, brochures and business cards, digital media with website, app and social accounts with Facebook, Instagram and Snapchat, environmental media with billboards, Pop-up stand and a car as well as merchandise. These applications will be placed and promoted in areas that the target audience will see and engage.
Lily Carrol
Pippa Lano
About • 22 years old • Melbourne • Media and Communications student • Part time social media manager
About • 19 years old • Brisbane • Marine Science student • Casual lifeguard
Thoughts on Topic • Is aware that it is happening but unsure how big the extent of the issue is
Thoughts on Topic • Has great knowledge on the issue and is always looking for ways to help prevent further damage
Paul Flint
Lloyd Blake
About • 23 years old • Sydney • Sports Science student • Casual bar tender
About • 18 years old • Launceston • High School student • Retail Assistant
Thoughts on Topic • Is a keen diver and sees the damage that has already been done and wants to help
Thoughts on Topic • Has little knowledge on the topic but is interested to learn more
the concept The idea
The idea of the strategy is to provide an engaging and informative campaign that will educate people on Coral Bleaching and to encourage people to start talking about the issue and what they can do to help.
Why will it achieve the goal The campaign will achieve its goal as the information will be promoted on platforms that the target audience use in everyday life. The content will also be explained in a langauge that the target audience will understand ensuring that it will be successful.
How will it work
The campaign will work by providing information through posters, brochures, social media, website, app and educational talks that are easily accessible.
The design Moodboard
Design Process
Sketches of possible coral shapes to use and development of campaign names and slogans.
Branding for the Campaign Typography
The typefaces used for the strategy was a combination of Bebas Nue - Regular for the campaign logo and main body copy. Avenir - Medium was used as the secondary type for smaller parts of the campaign.
Save the reef #coralbleaching
Elements
The visual elements for the campaign are illustrated drawings of single pieces of coral. There are 3 different versions of coral which represent what The Great Barrier Reef was and still could be. The white piece of coral represents what is happening now and what it will be in the future if we don’t do anything to help the Reef.
Colours
The palette for the campaign uses pale colours as it helps for the white messaging to stand out and represents visually what happens when coral is bleached. c = 36 m = 1 y = 20 k = 0 r = 161 g = 214 b = 208
c = 4 m = 30 y = 13 k = 0 r = 238 g = 188 b = 194
c = 15 m = 28 y = 0 k = 0 r = 211 g = 185 b = 217
c = 4 m = 13 y = 55 k = 0 r = 245 g = 216 b = 136
c=0m=0y=0k=0 r = 255 g = 255 b = 255
c = 53 m = 9 y = 34 k = 0 r = 122 g = 187 b = 176
c = 0 m = 52 y = 33 k = 0 r = 246 g = 148 b = 144
c = 33 m = 55 y = 0 k = 0 r = 172 g = 129 b = 185
c = 0 m = 47 y = 100 k = 0 r = 248 g = 153 b = 29
Print Main poster
This is the main poster of a 3 part series. The poster has been designed to provide a fact and to ask viewers if they knew that already. The hashtag #savethereef is placed in the right hand corner as a incentive for viewers to look up the hashtag and to find out more about saving the reef from Coral Bleaching.
Poster Series
As stated before the first poster of the series is intended to state a fact and get viewers to start to question this is a issue. The second Poster is intended to provide information on why Coral Bleaching events occur and to be informative. The third poster is then a reinforcement that they can make a change and will encourage them to find out what they can do to help this issue.
Brochure
As part of the print media brochures will be available for the campaign. They will provide information on what Coral bleaching is, how it occurs and what can be done to help prevent it. The brochures will be handed out as an aspect of the Pop-up stand.
Business Cards
The business cards are designed to promote the website and social media pages. They will also be handed out at the Pop-up stand.
Digital
Website
The website has been designed to be an friendly and informative platform with the aim of educating the target audience on Coral Bleaching. Features of the site include explaining what the organisation is about, facts on Coral Bleaching, tips on what you can do to help, being able to report and record Bleaching Events and a shop that raises funds for research for The Great Barrier Reef.
App
The app is an extension from the website and is available to download on ISO and Android. The Reporting Bleaching Events feature is easy to use system that allows users to upload images and locate the area of where the Bleaching Event occurred and to comment on the severity of it on the go. Not only does this provide data and evidence of the damage it also helps Scientists and Environmentalist to create and implement long-term sustainability plans to protect the Reef.
Social Media - Facebook, Instagram & Snapchat The Facebook and Instagram page is designed to promote the organisation and to raise awareness about Coral Bleaching. As the intended target audience is the younger generation a major emphasis has been placed on the social media as that will be where we will receive the most reach and engagement. The Facebook post is sharing information on the Promotional Boxes that are available on the website while the Instagram post is explaining what actually happens when Coral
Bleaching occurs. The Snapchat Geo-filter is available when at the Reef and allows users to show their support behind saving the reef and promotes awareness.
GIF
The GIF shows the process of what happens with Coral Bleaching and will be used as a promotional piece on the social media accounts and website.
Storyboard of gif
Click for gif
https://media.giphy.com/media/ ki8wSzaKqLMdzhtVQE/giphy.gif Or copy and paste it into the browser.
Environmental
Billboard
The posters will be placed in places that the intended target auidence uses such as train stations as well as bus and tram stops throughout Australia.
Pop-up Stand
The Pop-Up Stand will be used as another way to educate people about the issue and what Save The Reef’s strategy is. Brochures, business cards will be handed out here and the option to purchase merchandise will also be available. The stand will be able to be placed in schools, universities and shopping centers to reach the intended target audience.
Van
The van will be used to transport the PopUp Stand around and to also promote the campaign on the go.
Applications
Promotional box
The promotional box will be available on the websites shop and from the Pop-up Stand. Every purchase of the box raises funds for The Great Barrier Reef. The box is available to purchase at a range of different prices and
depending on which one is purchased will allow a choice of which merchandise items will be included in the box. Merchandise is also available to be purchased outside of the promotional box offer.
Stickers
A range of different stickers will be available with different hashtags such as #savethereef and #coralbleaching to promote the strategy. They will be able to be used to personalise items or placed in areas that will be noticed.
Badges
The badges will be avaiable in a range of different colours with different captions and will be able to be used to personalise items.
Reusable cup
Coffee mug
The reusable cup reduces the amount of waste The coffee mug is another alternative to going to landfill or the possibility of going into the reusable cup and also promotes the the ocean. campaign’s strategy.
Apron
The apron is a fun item to use at a BBQ and will spark conversation about the issue of Coral Bleaching.
Tote bag
The tote bag is a fantastic alternative to use when shopping to reduce the use of single use plastic bags that end up in landfill or the ocean.
Drink bottle
The drink bottle can reduce the amount of plastic bottles ending up in landfill and the ocean. Not only will it promote the strategy but it is able to be reused multiple times without breaking.
Long sleeved shirt
The long sleeved shirt is great piece of clothing and helps to promote the campaign.
Cap
The cap promotes the campaign while also providing protection from the sun.
Lanyard
The lanyard is a practical item that can be used to hold keys and usbs to prevent them from being lost.
Conclusion Overall this campaign aims to provide easy to access and understandable information on Coral Bleaching, awareness that it is a big issue, that it will affect many Australians and that we need to make changes in our lifestyles so that The Great Barrier Reef continues to exist. This will be done through engaging branding through print, digital and environmental media that includes posters, brochures, a website, app, social media, educational talks and more.
References
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