kayleigh templeton erika kunde
Introduction The hugest issue in the world is wastage. If we don’t start doing something to prevent it, all our everyday worries becomes meaningless. We aim to change the new generation so we can leave hope for the future. This campaign will be on going, there is no specific time frame, we want to initiate the change for a cleaner future and be there throughout the journey. Our integrated media campaign hopes to target every angle of wastage. Focusing on 5 huge issues: the wastage of food, electricity, resources, time and money. These all have a butterfly effect with each other, so if we can get one person to change one aspect of their life to reduce their waste, it’s worth doing. The following pages will show all of the avenues we are taking to reach our targeted audience.
identity Our identity is, I choose. We find this to be effective as it makes it personal. That they made the bold decision to stop wasting because everyone else does, but to start living conservatively. Our secondary identity is, together we choose. Bringing everyone together and creating a community. People often say I’m just one person, I can’t change anything. But that’s the thing, if everyone did something small together they would. Our colour scheme has been created to not be gender specific and fun. We want to draw attention and make the prevention of waste more enjoyable.
MEET JOE Joe is the campaign’s mascot. We made him a human and young to be as relatable as possible. We introduce him in the video as the average Joe. But he realises he is wasting too much. The campaign will follow Joe’s journey, which will be a little comedic, to stop wasting and will hopefully encourage the public to join in.
Facebook / Twitter Facebook and Twitter are two of the most popular social media sites used by our target audience. We will be posting at a minimum once a day to keep everyone involved. Both websites will have different content about how to stop wastage and interesting things that relate to our campaign. We will be having competitions across all social media sites, including Instagram, to get people involved. Also any great tips the public posts to our page or through our hashtags will be shared. This will make them feel like they are truly important.
Instagram We will use instagram in a very similar way to facebook and twitter. This site is primarily photo based. Our content will be within a square poster with a few words underneath in the caption. There will also be hashtags set up to get the ball rolling with wastage. They will include: #wastagetips #foodwastagetips #resourcewastagetips #moneywastagetips #timewastagetips #electricitywastagetips
#ichoose #togetherwechoose #teamjoe #joechooseswhycan’tyou #ichoosetonotwastemyself
The hope is that people will use these hashtags to share tips with each other. The online community we created will begin to bond and not feel as alone.
website The website will be information based. On scroll it will have a parallax effect. The user can either scroll through the entire website or use the navigation down the bottom. The navigation bar will start at the bottom then move to the top when it scrolls. When the mouse hovers over a button it will turn from a dark orange to a pale white. As they scroll there will be animations. For example the coloured boxes and Joe on the homepage will move away in different directions as it scrolls. Also on the tips page, the box around the image will grow around it like a worm. The website will have 5 sections. There will be the home page where it says who we are. A tips page where they can see all of our tips and others that have been shared by the public. This section will have a little image of a wastage topic, a little blurb as well as a see more. We don’t want to bombard them with too much, so they can click on what they want and follow our easy navigation to the pages they want to see. There will also be a contact page, which will have all of our social media icons linked and contact details. And finally there will be a more page. This page will be for anyone who wants to learn more about our cause and how they can help.
merchandise We wanted some fun and quirky merchandise to easily be recognised by. The T-shirts and badges will be worn by all volunteers at any future events that may be held and will be sold to the public, with all proceeds going to help our cause. Along with these there will also be posters that will be displayed in shopping centres, bus stops and schools