Healthy
Oceans AD CAMPAIGN PROCESS BOOK
Julia Black • GDP212
“With every drop of water you drink, every breath you take, you’re connected to the sea.” — Sylvia Earle, Oceanographer
Table of Contents
The Team.......................................................................... 1 The Assignment......................................................... 2 Research & Background............................. 3 Inspiration........................................................................ 5 Type & Color Palettes.................................... 6 Organization Info................................................. 7 Team Design Brief................................................. 8 Calls to Action & Tagline........................... 9 Thoughts........................................................................ 10 Logo Design............................................................. 11 Posters.............................................................................. 12 Brochure........................................................................ 13 Guerilla Ad................................................................. 15 Social Media.......................................................... 17 Website.......................................................................... 19 Viral Ad & Video................................................ 20
the team Blair Middleton
LOGO, VIRAL AD & SOCIAL MEDIA
Julia Black
BROCHURE, GUERILLA AD & TEAM DESIGN BRIEF
Mary-Kate Williamson
POSTER & WEBSITE
Parker Franklin 1
VIDEO
the Assignment Questions for our team to answer • What is the big picture? • What’s going on in the market, or with this specific issue? • Who is the ad campaign talking to? • What is the one main thing we want to say, and what is the call to action?” • What is the ad campaign purpose / objective? • What are the best media channels to use to reach the audience? 2
research/ && background 3
Importance of the seas Our oceans are integral to sustainable life: they are responsible for half of the oxygen we breathe, they provide 97% percent of the earth’s livable habitat, they regulate the climate, and are home to over 700,000 species. They provide jobs, food and entertainment for people across the globe. The world and humanity could not survive without our oceans. Healthy oceans mean healthy people. If we don’t take action, we will continue causing irreversible damage. Eventually, the consequences will be very severe.
Research links greenpeace.org/usa/oceans/ oceana.org/living-blue/10-things-you-can-do ustainablegoals.org.uk/healthy-oceans-healthy-planet/ public.wmo.int/en/media/news/healthy-oceans-healthy-planet wwf.panda.org/what_we_do/how_we_work/our_global_goals/oceans/ https://en.wikipedia.org/wiki/Great_Pacific_garbage_patch#Controversy
Issues plauging our oceans today Plastic waste - Our oceans are becoming a “plastic soup,” killing and injuring countless animals. Plastic, including bags, bottle caps, microbeads and more, end up in every corner of the world. We need to reduce our plastic footprint. Unsustainable fishing - Global overfishing practices are extremely unhealthy and detrimental to our oceans. The biggest culprit is canned tuna, which negatively affects not only tuna, but also sharks, turtles and more. Commercial whaling is another serious problem. Oil - Oil usage and spillage is harming the wildlife and ecosystems. “Oil companies like Shell and BP ignore our planetary boundaries and look further and deeper in our oceans for the last drops of oil. There are even plans to mine the seabed for minerals, which would cause unprecedented impacts to already fragile ocean systems.” Climate Change - “Sea level rise, eroding coastlines, warmer waters and ocean acidification.” Also, there has been an increase in tropical storms. Coral Reef Erosion - These important and fragile ecosystems are expected to disappear by 2050. I completed the research and background information for my team and found it fascinating! I wanted to find statistics on exactly how important our oceans are and the synergistic relationship between humans and the seas. Because there are many issues our oceans face, I wanted to determine the most compelling three and focus on those for our campaign. I learned a lot while doing my research. I’ve always been careful about recycling and snipping the plastic 6-pack soda holders so animals do not get stuck. However, I am now rethinking plastic straws among many other items! 4
inspiration
My team desired a clean, minimal and fresh look. We thought that a white background with a simple blue/green color scheme would be most effective. I found all of our inspiration on Pinterest. I really wanted to do an infographic-type design for my portion. We were torn betweeen a positive campaign that highlights the benefits of oceans versus the “shock factor� of oil spillage and plastic usage, and their horrible effects on sea animals and the surrounding environment. 5
type && color palettes “Ocean Blue”
Our choice
We didn’t spend too much time experimenting with various color palettes. From Adobe Kuler, I pulled one that was titled “ocean blue.” Blair designed our logo and chose the color palette on the right. I am very pleased with our colors. It definitely exudes an environmental and aquatic vibe. I like how the three main colors work together. The seafoam green is a nice accent to the shades of blue.
Healthy Oceans • Avant Garde
Healthy Oceans • Cookies & Cream Healthy Oceans • Avenir Book
Healthy Oceans • Ocean Coastlines
Healthy Oceans •• Calm Waters
Blair chose Avant Garde for our logo type. However, none of us were able to get a free version of that font, so we had to use a free version titled “TeX Gyre Adventor.” This font only had a bold version. As a group, we did not decide on body copy or other headline fonts. I chose to use the Avenir family in my brochure. I experimented myself with other fonts. Although I like the clean look of Avant Garde, my personal preference is a softer, more handwritten style of font. 6
organization info Project: Healthy Oceans is a campaign to raise awareness of threats to the ocean and why this affects the entire planet, and promote steps individuals can take to prevent further ocean decline (sustainable seafood, plastic pollution prevention, support for marine protected areas, and more).
Nonprofit name:
Healthy Oceans
and humans live in harmony and synergy, and our actions to protect are proactive rather than reactive.
Values: • Oceans, sea wildlife and ecosystems deserve compassion, respect and care
501c3#: 25-0059864
• Everyone has a responsibility to contribute to keeping our oceans clean, healthy and thriving
Mission: We strive to keep our oceans and
• Treat the oceans like you would treat your own home and backyard
sea wildlife healthy and clean by educating the Santa Barbara community about humancaused ocean pollution and advocating for behaviors that protect and heal the ocean.
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Vision: We envision a world where oceans
• Understand that our actions directly affect our oceans and our world
Area served: City of Santa Barbara
design brief Overview: This is a campaign to raise awareness and encourage people to take action in regard to the declining health and sustainability of our oceans. Together, we can save our seas in three ways: taking personal steps (such as reduction of plastic and energy conservation), advocating against detrimental issues (such as oil drilling), and becoming involved in the cause by volunteering at beach clean up days. Our main activities are educating the public with seminars/lectures, hosting beach clean up days, and advocating against plastic pollution and dangerous oil drilling. Plastic and oil are our two main focuses.
Campaign objective/purpose: We want people to feel inspired and passionate about supporting the cause to protect our oceans by volunteering, advocating and sharing the message on social media.
The single most important thing to say: In order to have a healthy, happy and thriving world, we need to take collective action to protect our oceans.
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calls to action & tagline tagline: make waves of change What Can YOU Do? •
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Establish marine reserves / marine protected areas. Right now, only 3% of the world’s oceans are protected.
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Only buy sustainable fish, particularly tuna
•
•
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Use reusable products: grocery bags, water bottles, tupperware instead of plastic bags, etc.
Vote responsibly. Contact your representative. Use less energy - i.e. walking/ biking instead of driving, be aware of energy usage in your home
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Properly dispose of hazardous materials
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Use less fertilizer
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Beach clean up! Pick up garbage when you are at the beach and volunteer at beach clean-up days.
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Purchase ocean-friendly products
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Advocate - Spread the word and share the message!
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Donate to our cause
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Volunteer for our cause
thoughts Our background and research was a good start in determining the issues that our oceans face today and what we as humans can do to help mitigate the negative consequences. I’m still not completely sure that our campaign completely and effectively covers all that we are aiming to achieve. Our various marketing materials invite the public to volunteer at our beach clean days, so I think that particular focus of ours is strong. I am pleased with the color scheme and the logo. I think that all of our various campaign materials work together and that the tagline “make waves of change” aligns with the logo and waves used. My team had some very creative ideas, including the guerilla ad idea of looking through a glass. It was difficult for us to decide exactly what our campaign was going to be. At first, we seemed to be focusing on the negative aspects of oil and plastic. We did originally like the idea of fake oil coming out of showerheads or throwing oil on the public like PETA does with fake blood. However, we determined that that type of demonstration does not match our brand personality and look. I have a few concerns. I feel like we needed to more thoroughly cover all aspects of a nonprofit. Also, I don’t think a nonprofit would simply be named “Healthy Oceans.” It works though.
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logo design Thumbnails
Final Design
Blair designed this logo for our team. He came to class with his thumbnail sketches. After discussing with Vicki and John, we decided to move forward with the fifth version. Blair had a clear vision of what he liked and was confident in its success. I like the use of the three colors and the clean and minimal look. Its circular shape also works well as the profile picture for Twitter, Instagram and Facebook. Blair was very clever in designing it to fit the various social media platforms. 11
posters
Mary-Kate completed the poster portion of our campaign. These are six thumnbail sketches of her various ideas. She is very creative! I am not sure which sketch she ended up designing, but I’m sure that it will be great. She experimented with our various taglines before we decided on “make waves of change.” We really wanted to stress our volunteer beach clean up days and promote them in a fun and enticing way. 12
uct
d Final Pro
I found inspiration online for an infographic that illustrated successes in the past year. I decided to make a gate-fold brochure that presented facts in an interesting way and also had our organization’s general information. It would be printed on cheaper paper so it could be updated the following year with new statistics. I had a lot of fun making it and I am happy with how it turned out! I tried to make it look as clean and simple as possible. I made the entire product with the three colors in our logo, and black for body copy. A brochure is always very important for prospective donors, volunteers, supporters and more. 13
I used InDesign to design my brochure. I set up the document for a gate-fold style of brochure, which is a little bit tricky to get exactly perfect.
Style Shots
brochure
The front of the brochure was difficult for me. It took a few attempts to find an image that worked. I like that it is all in a three-color scheme!
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Don’t let th is
ur be yo
view
Final Two Ads
HealthyOceansSB.org Volunteer with us!
Designing these guerilla ads was a great experience. At first, Mary-Kate and I were going to do them together. We ended up splitting the work up to being completely individual. Mary-Kate had the idea of looking through a glass that shows oil on the beach. I ran with that idea and made two designs that represented it. When someone is at the beach, he or she can look through a life-size pair of sunglasses or window and see a filter of what the beach will look like if no action is taken. We are trying to get the public’s attention to join our volunteer beach clean-up days and help keep the beaches trash-free. At first, we had the idea of public beach showers with oil coming out or filling swimming pools with garbage. We decided instead to go with a clean, mess-free “demonstration” that aligns with our clean and professional brand personality. 15
Don’t let this be your view. volunteer at a beach cleanup
For more information, please call 805.123.4567 or visit HealthyOceansSB.org
Thumbnails
guerilla ad
I used Photoshop, Illustrator and InDesign to create the guerilla ads. I had to blended a few images to get the effect of garbage through the lens of the glasses and window frame. I know my Photoshop skills can improve but it was great practice to experiment with many different layers. I wanted it to look like people were standing in piles of garbage to make a very serious point.
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social media Thumbnails and Twitter/Instagram Roughs 17
Blair designed our social media pages. Using elements and colors from the logo, he created a clean and cohesive social media identity. At first, he used ellipses in the logo colors. However, after meeting with Vicki, it was determined that the ellipses were random and seemed like bubbles. Blair originally used the tagline “heal our oceans, heal our world,” but we decided on “make waves of change” to mirror the waves of our logo. Blair created Twitter and Instagram pages that are both desktop and mobile friendly.
Twitter/Instagram Final Designs 18
website
Mary-Kate designed a mock website using Wix. She used ocean blue colors and images that represent our cause. She highlighted our three main focuses: oil, plastic waste and education/advocacy. We will need to add donate buttons and other elements typical of a nonprofit organization’s website.
https://marykatewill88.wixsite.com/healthyoceans
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viral ad & video Viral Ad Blair created the viral ad series. It will be posted on social media and invites viewers to share and take action. I believe a hashtag will be used in conjuction with this post among others. We tried to carry the “make waves of change� across our campaign materials.
Video Parker is the mastermind behind our video. He is compiling a variety of drone video clips and timelapses to make a very effective and compelling video.
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Thank you!