Advocacy Process Book by Ashley Kieffer

Advocacy Poster Process Book Ashley Kieffer

Table of Contents Ashley Kieffer VISC 402 @11:30 Patrick Dooley Advocacy Posters

Research Material

Design Development

Final Project

Reflection

Raw Materials

Research Material

Our first project of the semester will be to create a pair of advocacy posters. Possible themes for the project include dissent, liberation, racism, sexism, human rights, civil rights, environmental and health concerns, AIDS, war, literacy, and tolerance. Of the pair of advocacy posters that you design one will use type and image and the other will use type as image. You will be able to chose: 1) the actual advocacy group that would sponsor the message 2) the specific issue/message of the poster 3) the targeted audience that the poster seeks to address and 4) propose the remedy or action for the specific issue/problem.

_Patrick Dooley

As with all our projects we need to operate out of a knowledge base that is established through research, To that end, our first research step is to write a paper (minimum 500 words) that analyzes the point of view of the two main essayists for the Graphic Imperative, Heller and Wells. For each author you need to 1) synopsis their point of view, listing the main points that they make in their essay and 2) compare and contrast your own point of view to theirs on the main points as listed previously. Additional poster research will need to be conducted through the website: www.thegraphicimperative.org. Find 6 posters and write at least 100 words for each covering the following: 1) show a small image of the poster 2) designerâ&#x20AC;&#x2122;s name, title of poster, advocacy issue 3) discuss use of type/image as to how it delivers the message 4) describe the use of language, especially headlines (if any) 5) discuss the relative success of the poster (what works and why) Second research phase will be conducting a 1000 word essay that covers the following: the advocacy issue, an overview of the organization, the areas of advocacy they pursue, the target demographic group, a portrait of a member, a visual audit of the organization in the form of a mood board. Also focus on defining a specific problem, solution, and desired audience response.

“ODE TO INK SATURATED PAPER” BY STEVEN HELLER “O de to Ink S aturated P aper” by S teven H eller emphasizes the importance and influence that the advocacy poster holds. An advocacy poster is a critical element of our day to day lives and, as such a statement would suggest, it is worth more than the cost of the paper it is printed on. As H eller so eloquently states: “An advocacy poster is the manifestation of a charged social or political idea designed to inform and illuminate, stimulate and inspire, agitate and attack.” T he unity of the message and the image is critical in order to make “form” and “function” one seamless element of communication. An effective advocacy poster can act as a stop sign on a busy city sidewalk—the viewer should be drawn in for a closer look. Along these lines, H eller also says the purpose of the advocacy poster goes beyond the duration it is hung up initially. The poster should not only serve as a graphic signpost but, even after it is taken down, it should propagate the designated message. T he advocacy poster, comparable to a flag as H eller says, “can be unfurled in public or private, by many or few.” H eller also mentions that the print poster can never be overtaken or even remotely comparable to an electronic version of the image. “W hy the P oster in the Internet Age?” by C arol A. W ells discusses the progression of the advocacy poster in form and in function. W ells starts off by saying, “P olitical graphics have been used to educate, agitate, and inspire every movement for social change since the P rotestant R eformation. P osters are iconic banners that address the struggles and hardships facing a region or area. In the 80s the poster became more dominate as opposition to U S intervention in C entral America increased also as the war against AID S increased in awareness. W ells mentions that the popularity (and quantity) of posters has decreased due to the reduced physical space to poster them. B ecause of this, the internet has become a much cheaper, easier, and faster way to communicate to a larger audience but political posters are definitely still needed. T he strengths of the poster are its accessibility to the common passerby and its versatility in potential environments of viewing (carried in a demonstration, pinned to a bulletin board, stuck into a lawn for the world to see). H eller was correct in saying that advocacy posters do impact society and make a difference in the way people act, or in turn react to situations. I agree with H eller in the fact that an advocacy poster lives on longer than its debut on the side of a bus stop or building wall. H owever, I don’t think designers necessarily create advocacy posters for the purpose of relaying messages to future generations. I think advocacy posters cover in-the-moment, typically heated, topics which relate to a specific time frame and culture. Future designers may reference the past posters for inspiration in terms of style, but the majority of the messages in the posters don’t apply to future generations. W ells also touches on the importance of the poster to be in a physical form to be most effective. I believe the poster has a significantly stronger impact on the viewer than an arrangement of pixels limited to the dimensions of your computer screen because there is physical interaction with a poster that digital media just can’t touch. In the closing words of W ells, “Issues may change over the years and across continents, but the political poster is still the activists’ tool of choice,”

Fukuda, Shigeo “Happy Earth Day” (Japan, 1982) “Green and Human - Let's save the earth.” The bright red background catches the human eye and demands nothing short of attention. As a vivid complement, a saturated green color is used as the color of the headline type. The image is an illustration of an ax with a small twig growing out of the handle. Because of that little sprig of residue foliage, the viewer makes a strong connection between the ax (a tool to cut down trees) and the forest (the source of material that created the ax in the first place). The headline reads “Happy Earthday” which seems positive and uplifting normally, but this phrase takes on a sense of irony with in this graphic setting. While the imagery is very successful, the green type on red background hurts my eyes a bit.

Bielenberg, John “AIGA Literacy Campaign” (USA, 1997) “The challenge I set for myself was to promote literacy without using any words.” Bielenberg uses no words to explain his poster about literacy, and remarkably the message is understood just fine without them. The image consists of a child holding a book sitting on an unplugged television. This speaks to viewer as if saying “Unplug the TV and pick up a book.” It addresses the issue of not enough people learning how to read (especially children, early on in their lives, that are still developing). The bright yellow with black and white photographic images creates a visual contrast that draws the viewer in effectively. While there is no fine print or even headline, the viewer is still enticed to come closer to admire the detail of the image. I find this poster very successful, especially considering that no words are necessary.

Bielenberg, John “AIGA Literacy Campaign” (USA, 199 7) “This poster was one in a series stating the problem illiteracy plays in this country. According to the National Adult Literacy Survey, 42 million adult Americans can't read; 50 million can recognize so few printed words they are limited to a fourth or fifth grade reading level; one out of every four teenagers drops out of high school, and of those who graduate, one out of every four has the equivalent or less of an eighth grade education.” This poster uses only typography to make its point. The “X” is strikes the viewer immediately from far away and draws them in to read further. The headline is a statistic about literacy, “This is the way 27 million Americans sign their name.” The headline brings relevance and meaning to the initial image. Bielenberg’s words are concise and send a cutting message—illiteracy is a problem in America. This poster is successful in its simplicity and straightforwardness. An “X” typically has a negative connotation, so placing it at the top of the hierarchy of scale it encourages viewers to come closer and read the finer print. While the black and white adds to the simplicity and reflects the typical typed piece of paper’s color scheme, I think the image would get over looked on a crowded, more colorful building. I think it needs a pop of texture or color to help keep it visually stimulating.

Lukova, Luba “Eco Crime” (USA, 1998) “One of 4 posters created from a series of four illustrations for the crime issue of Nozone. ‘The Living Theatre liked the four images and used them as posters during their performances. The message is that when we destroy nature we actually kill ourselves.’” The bright green background insinuates the lush foliage of a rain forest. The poster addressed Eco-crime and the illustration implies that when we cut down trees it ultimately hurts ourselves. The simple black, almost stamped-looking illustration creates a stark visual contrast between the bright back ground and the image. The detailed lines in the man’s face and the rings of the shared trunk create a pattern visually and the rhythm becomes the focal point of the image. The composition is relatively flat. The solid black, stylized figure on green is the only layer to the poster. This lack of depth makes the image “pop” more.

Varis, Kyosti “Your Lifemeter” (Finland, 1971) “The graphic image of a burning cigarette employs a timeline to suggest how cigarette smoking can shorten one's life span.” This photographic image is powerful and in the viewer’s face. A burned cigarette is overlaid with number markings. The brief title explains the context and meaning of the markings—“Your Lifemeter” implies that the numbers represent years of your life and the longer you smoke cigarettes, the more years of your life you will burn through. The poster is remarkably straightforward in its appearance and its message, but the designer accomplishes this in such a clever way that the viewer is not insulted by the simplicity. For this reason, I think the poster is very effective at leaving an impression on the viewer. I did notice, however, that it doesn’t call the viewer to action, it simply states the problem.

Staeck, Klaus “Neues Lebeb Blunt ans den Ruinen” (And New Life Blossoms From the Ruins) (Germany, 1980) “‘The main focus of my work since the 1970's is the theme conservation of nature. The idea for the poster was inspired by the car mania in Germany. Germans would do without most things, but could not do without a car. In spite of the rising oil prices, Germans are still more likely to choose to choose gas guzzling SUV's.’ Photography: Dr. Georg Gerner, Zürich” This poster is one of the more visually complex images that I chose. While I cannot read the German headline, the translation (And New Life Blossoms from the Ruins) packs a punch. This headline adds additional meaning to the image of a tree placed in the middle of intersecting bridges and roads. The tree is emphasized by its color (green on black and white) and through the network of lines that lead into it as the focal point. All the curves of the roads direct the viewer’s eyes to the center. The poster is more complicated in its illustrated detail with all the roads running all different directions, but the message is powerful and obvious with the addition of the headline. The viewer understands that infrastructure has taken over and ruined nature.

OVERVIEW OF THE ORGANIZATION: OAC (OBESITY ACTION COALITION) From the organizations website: “O besity Action C oalition (O AC ) is a non-profit organization whose sole function is representing individuals affected by obesity. Founded in 2005, the O AC remains at the forefront of the fight against obesity. From advocating on capitol hill for access to obesity treatments to publishing hundreds of educational resources for individuals affected, the O AC truly represents the voice of all those affected by obesity. T oday, more than 93 million Americans are affected by obesity. T he O AC feels it is imperative to raise awareness of the disease of obesity, ensure access to safe and effective treatment options and eradicate the negative bias and stigma associated with it.”

AREAS OF ADVOCACY 1)

General heading: E nvironmental (personal health/wellbeing) a) Advocacy group: O besity Action C oalition i) Problem: O besity is widespread, deadly, and expensive (1) Support Facts/Statistics (a) 34% of Americans are obese with 5.7% morbidly obese (more than 100 pounds overweight) (b) Approximately 75% of the morbidly obese have at least one co-morbid condition (diabetes, hypertension, sleep apnea, etc.) which significantly increases the risk of premature death (c) Life expectancy for a 20 year-old morbidly obese male is 13 years shorter than a normal weight male of the same age (d) Annual direct medical expenditures attributable to obesity are $147 billion ii) Solution: B ariatric surgery is a life-saving procedure as it is proven to increase life expectancy (1) Action: contribute to the O AC to help support these morbidly obese people regain their lives back before it’s too late

iii)

iv)

Problem: 1 in 3 children is affected by childhood obesity. While efforts spanning from school cafeterias to Capitol Hill all strive to combat childhood obesity, we continue to face a growing epidemic threatening the future of our children’s health and quality of life. Alongside the health impacts of childhood obesity, children affected by obesity often find themselves the target of obesity stigma and bullying. (1) Support Facts/Statistics (a) Childhood obesity is a health issue. Today, more and more children are being diagnosed with diabetes, hypertension and other co-morbid conditions associated with obesity and morbid obesity. (b) A child is defined as “obese” if their body mass index-for-age (or BMI-for-age) percentile is greater than 95 percent. A child is defined as “overweight” if their BMI-forage percentile is greater than 85 percent and less than 95 percent. (c) Children who are considered obese are 70 percent more likely to continue being obese into adulthood. In addition, they are at greater risk for serious medical issues such as: heart disease, high cholesterol, high blood pressure, diabetes, sleep apnea, cancer (d) Children who are obese face social discrimination, leading to low self-esteem and depression. Solution: Parents and guardians need to work to change the main causes associated with childhood obesity: (i) Environment: Today’s environment plays a major role in shaping the habits and perceptions of children and adolescents. The prevalence of television commercials promoting unhealthy foods and eating habits is a large contributor. In addition, children are surrounded by environmental influences that demote the importance of physical activity. (ii) Lack of Physical Activity: Children in today’s society show a decrease in overall physical activity. The growing use of computers, increased time watching television and decreased physical education in schools, all contribute to children and adolescents living a more sedentary lifestyle. (iii) Heredity and Family: Science shows that genetics play a role in obesity. It has been proven that children with obese parents are more likely to be obese. Estimates say that heredity contributes between 5 to 25 percent of the risk for obesity. (iv) Dietary Patterns: Over the past few decades, dietary patterns have changed significantly. The average amount of calories consumed per day by has dramatically increased. Furthermore, the increase in caloric intake has also decreased the nutrients needed for a healthy diet. (v) Socioeconomic Status: Children and adolescents that come from lower-income homes are at greater risk of being obese. This is a result of several factors that influence behaviors and activities. (2) Action: Support local advocacy centers in their effort to encourage diet therapy, physical activity, behavior modification, and, in the extreme cases, surgery

Problem: Obesity disproportionately affects minority and poor populations (1) There are many health risks associated with excess weight and obesity, such as: Type 2 Diabetes, Cancer, Gallbladder Disease, Heartburn, Heart Disease, High Cholesterol, High Blood Pressure, Osteoarthritis, Psychological Depression, Sleep Apnea, Stroke (2) Solution: Take the Challenge! Taking the Your Weight Matters Challenge is easy. As you know, the goal of this campaign is to simply have you measure your weight and talk to your healthcare provider about it. (a) Weight-loss of even 5 percent has been shown to improve health and reduce the risk of complications from type 2 diabetes and heart disease. (3) Action: donate to OAC and become a member to help give those in need a voice!

TARGET DEMOGRAPHIC Gender: M ales and females are affected by obesity Age: I will more than likely be targeting the adult in this group, either those personally affected by obesity or those who have children suffering from childhood obesity Education level: In order to be able to take meaningful action to help fight obesity, it would be ideal that the target audience be educated at least at a high school level or above. O besity is truly not a complicated issue—people just need to find the right balance of food (preferably healthy, nutrientdense) and physical activity. If you don’t expend very many calories of energy, you should not be taking in loads of carbs. If you do physical work for several hours every day you will need more calorie intake to maintain your energy levels. Income level: T hose in poverty are more likely to suffer from obesity because they cannot afford to purchase healthy food and fast food is more convenient. I cannot expect to reach out to this demographic because the change they need involves simply having more money—though I could cater towards finding a cheap exercise/diet solution. B ut more ideally, I want to reach out to those who can more easily help, so middle to high class. Familiarity/involvement with obesity: T his is not an undercover problem. It is common knowledge that an unhealthy portion of America suffers from obesity. My target demographic will be those directly suffering or those who have loved ones (children, family, friends, etc.) that are affected by obesity. How predisposed are they to becoming involved? P eople should simply pass on the information. T hose more concerned or eager to help can donate to the cause or become an O AC member to help petition it on C apitol H ill.

PORTRAIT Name: B rett M oore Age: 37 Gender: M ale Height/Weight: 6’0/280lb (a father suffering from obesity) B rett lives in a middle-class, suburb community. H is wife, M argaret, and he have a 9 year-old son named P atrick. B rett majored in accounting and also met his wife within his same field. S hortly after college, they got married, found careers, and had a child. T hey live in a 2 bedroom, comfortable house. B rett works a 9-to-5 desk job at a local loan consultant agency. H e spends most of that time sitting at his cubical. H is wife works as a bank teller full time as well. O utside of work B rett picks up P atrick from afterschool care and enjoys relaxing in the evening by watch tv with his family. B rett is usually pretty tired from work so he doesn’t want to cook dinner. M argaret comes home earlier than B rett does but she doesn’t know how to cook and isn’t very patient so she usually orders take-out or prepares microwave dinners for the family. P atrick is very shy and isn’t involved in any school clubs. H e doesn’t play sports because the other kids make fun of his weight. P atrick, like his father, is also suffering from obesity. B rett enjoys listening to classic rock music and occasionally reads car magazines because he likes classic sports cars.

Ashley Kieffer | VISC 402 | Patrick Dooley | Advocacy Poster: Redefining AUDIENCE:

parents of overweight or obese children (parents who may be overweight or obese themselves)

PROBLEM:

today in America 1 in 3 children is affected by childhood obesity

SOLUTION:

total calorie intake needs to more rationally reflect levels of ex ercise and nutrient-dense foods should substitute junk food

ACTION:

encourage parents to reduce portion sizes, increase child phy sical activity, and provide more nutritious choices

CONCEPT STATEMENT:

Obese Action Coalition is non-profit organization whose sole function is representing individuals affected by obesity. Childhood obesity is a growing problem in America—every 1 in 3 children qualify as overweight or obese. These children are being diagnosed with diabetes, hypertension and other co-morbid conditions associated with obesity and morbid obesity. They also have higher risks of depression and low self-esteem issues. Parents play a large role in the nutrition choices that their children make and it is important that the parents provide healthy food options in the right proportions and model positive activity levels and eating habits. OVERWEIGHT AND OBESITY ARE THE RESULT OF “CALORIC IMBALANCE”—TOO FEW CALORIES EXPENDED FOR THE AMOUNT OF CALORIES CONSUMED—AND ARE AFFECTED BY VARIOUS GENETIC, BEHAVIORAL, AND ENVIRONMENTAL FACTORS I t’ s not too late! America’ s waist line is getting wider and it has trickling down to our children over the past few decades. Well, now it’ s a flood folks and we need to fix the levee. Statistically, every 1 in 3 children are overweight and 17% of those children fall into the obese or even morbidly obese category . This is a growing problem, but it can be solved. Children look to their elders for what they should do. Modeling good eating and activity habits will naturally lead your children to have healthier lifestyles.

“TO SUGGEST”

Caloric imbalance – too few calories ex pended for the calorie intake level Overweight – having ex cess body weight for a particular height from fat, muscle, bone, water, or a combination of these factors. Obesity – having ex cess body fat Calorie – a measured amount of energy BMI or body mass index – a chart of average height to weight ratios used to compare a person’ s v alue to standard v alues Fat Diet Physical Activity Exercise Cholesterol Heart disease High Blood Pressure Diabetes Depression Stress Low Self-esteem Environment Behavior Modification

Healthy Nutrition Parental Influence Activity Level Dietary Patterns Bariatric Surgery Health Risks Bone damage Respiratory Problems Weight School Lunches Substitutions Physician

Ashley Kieffer | VISC 402 | Patrick Dooley | Advocacy Poster: Redefining TEXTS:

headline // statement of the problem // solution // audience action {1} B igger isn’t always better // T ake the C hallenge! T aking the Y our W eight M atters C hallenge is easy. As you know, the goal of this campaign is to simply have you measure your weight and talk to your healthcare provider about it. {2} W ould you like fat with that? Fast Food restaurants are one of the primary causes of America’s children putting on the pounds. E very 1 in 3 children are diagnosed with childhood obesity. // M aking healthier choices in food and encouraging physical activity daily can reduce health risks. W eight-loss of even 5 percent has been shown to improve health and reduce the risk of complications from type-2 diabetes and heart disease. // G et active and eat right according to the M y P late model. {3} It all adds up—subtract those pounds! 34% of Americans are obese with 5.7% morbidly obese (more than 100 pounds overweight) Approximately 75% of the morbidly obese have at least one co-morbid condition (diabetes, hypertension, sleep apnea, etc.) which significantly increases the risk of premature death. Life expectancy for a 20 year-old morbidly obese male is 13 years shorter than a normal weight male of the same age. Annual direct medical expenditures attributable to obesity are $147 billion {4} Are you big enough? 1 in 3 children is affected by childhood obesity. W hile efforts spanning from school cafeterias to C apitol H ill all strive to combat childhood obesity, we continue to face a growing epidemic threatening the future of our children’s health and quality of life. // P arents and guardians need to work to change the main causes associated with childhood obesity. // S upport local advocacy centers in their effort to encourage diet therapy, physical activity, behavior modification, and, in the extreme cases, surgery {5} S upersize that, baby! Fast food options are perhaps too convenient and that extra bang for your buck may be soft on your wallet but it’s hard on your heart. // P arents need to be aware that they provide their children with meals that fuel their child’s lifestyle. // O verweight children are at high risk of becoming overweight adolescents and adults, placing them at risk of developing chronic diseases such as heart disease and diabetes later in life. T hey are also more prone to develop stress, sadness, and low self-esteem. {6} B ite-sized H eart Attacks O ver the past few decades, dietary patterns have changed significantly. T he average amount of calories consumed per day by has dramatically increased. Furthermore, the increase in caloric intake has also decreased the nutrients needed for a healthy diet. // C hildren are influenced by larger portions and unhealthy diet patterns of their parents. // C hildhood O besity affects over one third of American children. D on’t let your child be a statistic.

Ashley Kieffer | VISC 402 | Patrick Dooley | Advocacy Poster: Redefining

{7} Walking the (Waist)line Children are surrounded by environmental influences that demote the importance of physical activity. // Exercising for 30 minutes of moderate activity a day can help maintain a healthy lifestyle. // Engage in three 10 minutes walks a day on five or more days of the week with your child to reduce health complication in the future. {8} Stop Weighting and Act (What are you “weighting” for?) Children in today’s society show a decrease in overall physical activity. The growing use of computers, increased time watching television and decreased physical education in schools, all contribute to children and adolescents living a more sedentary lifestyle. // Children should partake in at least 30 min of moderate activity every day. // Encourage your child to go outside to play and participate in fun physical activities with them like basketball or hiking. {9} Babysteps towards Bariatric Surgery In American, 1 in 3 children suffer from childhood obesity. Children who are considered obese are 70 percent more likely to continue being obese into adulthood. In addition, they are at greater risk for serious medical issues such as: heart disease, high cholesterol, high blood pressure, diabetes, sleep apnea, cancer. // These health issues can be minimized through healthier eating and more physical exercise to balance caloric intake. // Using the My Plate model as a guide, feed your child smaller portions of nutrient-dense foods and encourage them to participate in at least 30 minutes of moderate activity for 5 or more days a week. {10} Momma Knows Best (bird feeding baby bird) Science shows that genetics play a role in obesity. It has been proven that children with obese parents are more likely to be obese. Estimates say that heredity contributes between 5 to 25 percent of the risk for obesity. // Parents need to role model healthy lifestyle choices and encourage their children to do the same. // Choose nutrient-dense foods that follow the My Plate model and exercise for at least 30 minutes, 5 days or more a week. {11} Fat Attack! (comic book style) The prevalence of television commercials promoting unhealthy foods and eating habits is a large contributor to childhood obesity in America. // Regulating what foods are allowed in the house will control what choices your child has for his or her diet. // Providing more nutrient dense options early on in a child’s life can promote a healthy diet during their development and build positive lifetime habits. {12} Get a Grip (silverware) {13} This Little Piggy (could be your child suffering from obesity) {14} Jack and Jill (can’t) go up the hill (nursery rhyme theme) {15} Baby Fat

Class Notes {08.27.13} Posters are a machine to make sense, constructed through the hierarchy of HEADLINE (punch!), PROBLEM (statistic), SOLUTION, and CALL TO ACTION. Then the image makes sense with these, it all works together to create an impacting message. {08.29.13} Increase the participation of the audience! Let them meet you halfway and they will feel more involved in the message (therefore taking ownership of the problem and the solution) Poster needs to be in one of the following categories 1) Peace 2) Social Justice 3) Environment Topic ideas: hydroponics and sustainable home-gardening, recycling, green habits, animal adoption, humane treatment of animals, child obesity, health {09.03.13} Start with a broad or large topic and work through the websites/organizations to refine the topic to create the poster. Research through Ted Talks. Let the research pull you along! The poster design should grow through the content, not be a veil thrown over the message. Research paper (1000 word about organization) will translate directly to poster copy potentially. Follow the format to get progress moving. Shape your graphics/color scheme around what your organization already has or rebrand their image. {09.05.13} Legible = can be read // Readable = the text is enjoyable/easy to read BE MORE POSITIVE! Make people see things in a new way (catch them off guard). Stress the cost of inaction without offending parents. Address the audience as a concerned parents, not a dry medical analysis or critical/judgmental.

{09.10.13} Define headline, problem, solution, and action in simple/direct terms to bring the subject matter to the viewer. Find a color scheme and typography to make a stronger brand. It is ok to borrow organization tag-lines but you need to come up with some of your own text. {09.12.13} For type only posters: consider kinetic type (expressive type as image examples) What can you make from the letters/punctuation/words? Find continuity in all text and reword if necessary. For testing type scale, print a single section at 100% cropped to 8.5” x 11” {09.19.13} Don’t overstate the problem. Make the text statement true and believable. Posters can have the same or different text but must be the same subject. {09.26.13} As you finalize your poster layout, things to consider: 1) Parts to the whole (scale of elements, details of type: display and secondary) 2) Problem > Solution > Action 3) “Voice” consistency 4) Organization contact information/mark/logo 5) Grid 1” margin, 6 columns, 6 rows (.25” gutter)

Design Development

“

An advocacy poster is the manifestation of a charged social or political idea designed to inform and illuminate, stimulate and inspire, agitate and attack. When finely honed it communicates without ambiguity. When smartly conceived it imparts meaning through complexity and simplification. When on target—when message and image, form

”

and function are one—it shoots a charge into the

brain that pierces the conscious and subconscious triggering action, now or later.

_Steven Heller

Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org

Children in today’s society show a decrease in overall physical activity. The growing use of computers, increased time watching television and decreased physical education in schools, all contribute to children and adolescents living a more sedentary lifestyle.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

what are you weighting for?

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Children in today’s society show a decrease in overall physical activity. The growing use of computers, increased time watching television and decreased physical education in schools, all contribute to children and adolescents living a more sedentary lifestyle.

Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org

stop weighting and act

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

stop weighting and act

Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org

Youth Exer(size) Children are surrounded by environmental influences that demote the importance of physical activity.

stop weighting and act Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

Exercising for 30 minutes of moderate activity a day can help maintain a healthy lifestyle. Engage in three 10-minute walks a day on five or more days of the week with your child to reduce health complications in the future.

Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org

stop weighting and act

For activity ideas and more information, visit obesityaction.org

Youth Exer(size) Children are surrounded by environmental influences that demote the importance of physical activity.

Youth Exer(size) For activity ideas and more information, visit obesityaction.org

Children are surrounded by environmental influences that demote the importance of

Children are surrounded by environmental influences that demote the importance of physical activity.

physical activity

Youth Exer(size)

For activity ideas and more information, visit obesityaction.org

it all adds up substract those pounds In America, 1 in every 3 children qualify as overweight or obese.

Youth Exer(size)

Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed—and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

Children are surrounded by environmental influences that demote the importance of physical activity.

It All Adds Up Substract Them! In America, 1 in every 3 children qualify as overweight or obese. Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed—and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

For ideas and more information for you and your child, visit obesityaction.org

3 - 1 = 2 many unhealthy children

For more information about getting involved, visit obesityaction.org

It All Adds Up Subtract Those Pounds

3 - 1 = 2 many unhealthy children

It All Adds Up Subtract Them!

3 - 1 = 2 many unhealthy children

In America, 1 in every 3 children qualify as overweight or obese. Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed— and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

For activity ideas and more information, visit obesityaction.org

In America, 1 in every 3 children qualify as overweight or obese. Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed—and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

It All Adds Up Subtract Those Pounds For activity ideas and more information, visit obesityaction.org

For activity ideas and more information, visit obesityaction.org

Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

what are you weighting for?

It All Adds Up Subtract Those Pounds

In America, 1 in every 3 children qualify as overweight or obese. Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed—and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

stop weighting and act Get involved in physical activity with your child. For activity ideas and more information, visit obesityaction.org For activity ideas and more information, visit obesityaction.org

3 - 1 = 2 many unhealthy children

It All Adds Up Subtract Them!

3 - 1 = 2 many unhealthy children

In America, 1 in every 3 children qualify as overweight or obese. Obesity is the result of a “caloric imbalance”—too few calories expended for the amount of calories consumed—and is affected by various genetic, behavioral, and environmental factors. Children’s total calorie intake needs to more rationally reflect the level exercise and nutrient-dense foods should replace junk food.

Youth Exer(size) For activity ideas and more information, visit obesityaction.org

For activity ideas and more information, visit obesityaction.org

Children are surrounded by environmental influences that demote the importance of physical activity.

It All Adds Up Subtract Those Pounds For activity ideas and more information, visit obesityaction.org

of American children are classified as overweight or obese

Reducing portions and modeling good eating behaviors can guide our children to healthier eating and decrease the likelyhood of health issues in the future.

Putting the Fork Down. 1 in 3 American children are classified as overweight or obese.

of American children are classified as overweight or obese. Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. For activity plans and more helpful information, visit obesityaction.org

Reverse the Damage.Take Action.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. For activity plans and more helpful information, visit obesityaction.org

Obesity Action Coalition obesityaction.org

Reverse the Damage.Take Action.

1 in 3 American children are classified as overweight or obese.

t o n o d

Obesity Action Coalition obesityaction.org

stop.

STOP STOP weighting Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activites, like biking, with your child to get them excited about healthy habits!

And Act!

Reverse the Damage.Take Action.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activites, like biking, with your child to get them excited about healthy habits!

Obesity Action Coalition obesityaction.org

Children Need More Exercise 1 in 3 American children are classified as overweight or obese.

Reverse the Damage.Take Action.

The microwave is not your personal chefâ&#x20AC;&#x201D; but it is contributing to the rising levels of obesity in children across America. Studies show that microwaving food reduces the nutritional value of food by 60-90% depending on the item. Donâ&#x20AC;&#x2122;t compromize

nutrition for convinience. Feed your children a variety of fresh foods to support their health now and in the future.

Obesity Action Coalition obesityaction.org

what are y

WEIGHTING for? Children Need More Exercise 1 in 3 American children are classified as overweight or obese.

stop weighting and act Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

It time for parents to hit the green light! Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activites, like biking, with your child to get them excited about exercise!

1 in 3 American children are classified as overweight or obese.

stop weighting and act Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

Reverse the Damage.Take Action.

For activity plans and more helpful information, visit obesityaction.org

Obesity Action Coalition obesityaction.org

Children Need More Exercise

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

1 in 3 American children are classified as overweight or obese.

Exercise Ave

P STO weighting

1 in 3 American children are classified as overweight or obese.

its time to f ight back Reducing portions and modeling good eating behaviors can guide our children to healthier eating and decrease the likelyhood of health issues in the future.

Reverse the Damage.Take Action. It’s time to get going! Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activities, like biking, with your child to get them excited about healthy habits!

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activities, like biking, with your child to get them excited about exercise!

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

Obesity Action Coalition obesityaction.org

1 / 3 of American children are classified as overweight or obese.

a fraction of the

3 of American children are classified as overweight or obese.

A Fraction of the

It’s time to shave off the extra bits! It’s time to shave off the extra bits!

Children should be eating a fraction of the food they

consume each day. Reducing our children’s por-

tion sizes and modeling good eating behaviors can

guide our children to healthier eating and decrease

the likelihood of health issues in the future.

of American children are classified as overweight or obese.

Reverse the Damage. Take Action.

It’s time to drop the fork and the portion sizes for our children. Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. So join your children outside! Modeling good eating and exercise habits can positively influence their health.

OAC

Obesity Action Coalition obesityaction.org

OAC

Obesity Action Coalition obesityaction.org

For activity plans and more helpful information, visit obesityaction.org

OAC

Obesity Action Coalition

1 in 3 American children are classified as overweight or obese.

SwTeigOhtinPg

And Act!

OAC

Reverse the Damage.Take Action.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activites, like biking, with your child to get them excited about healthy habits!

Obesity Action Coalition

Children Need More Exercise

1 in 3 American children are classified as overweight or obese.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activites, like biking, with your child to get them excited about exercise!

Reverse the Damage.Take Action. Obesity Action Coalition

obesityaction.org

Reducing portions and modeling good eating behaviors can guide our children to healthier eating and decrease the likelyhood of health issues in the future.

Putting the Fork Down. 1 in 3 American children are classified as overweight or obese.

Reverse the Damage. Take Action.

obesityaction.org

Reducing portions and modeling good eating behaviors can guide our children to healthier eating and decrease the likelihood of health issues in the future.

of American children are classified as overweight or obese.

Putting the Fork Down. 1 in 3 American children are classified as overweight or obese.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. For activity plans and more helpful information, visit obesityaction.org Reverse the Damage. Take Action.

3 of American children are classified as overweight or obese.

of American children are classified as overweight or obese.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

For activity plans and more helpful information, visit obesityaction.org

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

of American children are classified as overweight or obese.

1 in 3 American children are classified as overweight or obese.

And Act!

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week.

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activities, like biking, with your child to get them excited about healthy habits!

For activity plans and more helpful information, visit obesityaction.org

1 in 3 American children are classified as overweight or obese.

A Fraction of the

Children should be eating a fraction of the food they consume each day. Reducing our childrenâ&#x20AC;&#x2122;s portion sizes and modeling good eating behaviors can guide our children to healthier eating and decrease the likelihood of health issues in the future.

1 in 3 American children are classified as overweight or obese.

STOP weighting

Reverse the Damage. Take Action.

Obesity Action Coalition obesityaction.org

And Act!

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

OAC 1 in 3 American children are classified as overweight or obese.

Children Need More Exercise

1 in 3 American children are classified as overweight or obese.

P SwTeigO hting And Act!

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activities, like biking, with your child to get them excited about exercise!

Reverse the Damage. Take Action. Obesity Action Coalition obesityaction.org

Final Project

Obese Action Coalition is non-profit organization whose sole function is representing individuals affected by obesity. Childhood obesity is a growing problem in Americaâ&#x20AC;&#x201D;every 1 in 3 children qualify as overweight or obese. These children are being diagnosed with diabetes, hypertension and other co-morbid conditions associated with obesity and morbid obesity. They also have higher risks of depression and low self-esteem issues. Parents play a large role in the nutrition choices that their children make and it is important that the parents provide healthy food options in the right proportions and model positive activity levels and eating habits. With the help of parents, children should get at least 30 minutes of moderate physical activity 5 days a week.

_Concept Statement

Children Need More Exercise 1 in 3 American children are classified as overweight or obese.

OAC 40

Obesity Action Coalition obesityaction.org

Itâ&#x20AC;&#x2122;s time to get going! Children should partake in 30 minutes or more of moderate physical activity at least 5 days a week. Engage in outdoor activities, like biking, with your child to get them excited about exercise!

Reverse the Damage. Take Action.

1 / 3 of American children are classified as overweight or obese.

A Fraction of the

Itâ&#x20AC;&#x2122;s time to shave off the extra bits! Children should be eating a fraction of the food they consume. Reducing our childrenâ&#x20AC;&#x2122;s portion sizes and modeling good eating behaviors can guide our children to healthier eating habits and decrease the likelihood of health issues in their future.

Reverse the Damage. Take Action.

OAC

Obesity Action Coalition obesityaction.org

Reflection

This was the most research demanding project I have done up to this point. We went through several versions of the posters and I exhausted as many ideas as possible. It was a very extensive process but I believe the finals are effective and speak to my target audience. This was the first time I have ever looked so deeply into a specific issue. We have all heard about America having an obesity epidemic, but I didnâ&#x20AC;&#x2122;t know all the details regarding American children suffering from obesity. I learned a lot about how to prevent and reverse the health issues in children. My perspective changed from judgmental to sympathetic. This was important in my effectiveness in reaching out to the parent audience. It was challenging to get the language to flow through all elements of the headline, problem, solution, and action. My main focus became motivation to address and reverse the problem (from the perspective of a concerned friend of the parents). I wanted the tone to be uplifting and encouraging, through both the imagery, color scheme, and wording. The shift between the image and type poster concepts and the image as type poster concepts was a bit challenging. I developed a complex triangle pattern early on in the image versions of the poster but I didnâ&#x20AC;&#x2122;t know how to apply it directly, so I transitioned it to the text-only poster concepts. After rearranging triangle after triangle, I came up with the triangle text and went from there to find the message that would fit it best. I knew I wanted to focus on reducing portion sizes (bits of triangles acting as fractions of the whole word) I just needed to reword the body to read most effectively.

_Ashley Kieffer 45

Raw Materials

â&#x20AC;&#x153;

Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by

â&#x20AC;?

committee, or makes mincemeat of the creative

process will, in the long run, diminish not only the product but the maker as well.

_Paul Rand