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Table of Contents
Introduction 3 Mission Statement 4 Background 5 Needs & Objective 6 Audience 7 Graphic Standards 8 Business System 14 Marketing Strategy 18 Budgeting 25
I n t ro d u c t i o n Whales Unhooked is a non-profit organization that works to spread awareness about the issues of whaling, educating the public about the effects it has on current whale populations.
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m i s s i o n stat e m e n t Whales Unhooked is about protecting whales and bringing awareness to the downside effects of whaling. We believe that whale lives matter too. We work to keep our whales off the hook.
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BACKGROU N D While many campaigns exist to help end the illegal killing of whales, it seems as though this issue isn’t a main priority for the general public. In current times, there has not been much media surrounding the issue. However, the existing campaigns work to spread awareness and inform the public, as well as sending ships into international waters to directly protect the whales from people trying to catch and kill them. Although there are laws that protect the whales from illegal fishing, they are quite vague and easy to bypass. Japanese fishermen have been using the scientific research permit to slaughter many different species of whales.
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Iceland also has an annual festival that includes the killing of hundreds of fin whales. Because the country has built a culture around the whaling industry, many of the citizens are prowhaling. There are laws that limit the amount of whales they are allowed to catch, however, these limitations are often ignored as a there is a lack of enforcement of these laws. Our campaign should bring light to these events so that more people may try to find ways to fight against these injustices. The industry uses whale parts as various products, including food, cosmetics, oils, animal feed, candles, and many others. Their blubber is known to be valuable as it is versatile
in use and high quality. Because of this, many whales are killed. However, whales are important to the ocean ecosystem as they help regulate the food chain. Some whales live eating off of krill or plankton, regulating their populations. Also when they die, they sink to the bottom of the ocean providing many different bottom dwelling species with food for longer periods of time. We feel that it is important to highlight these parts to the public to help build a stronger support of current campaigns.
pro j e c t o bj e c t i v e The objective of this campaign is to bring up awareness against whaling. Through the use of marketing strategies, Whales Unhooked aims to bring the devastating effects whaling causes. By killing these whales, the whole ecosystem’s cycle is disrupted because they are such huge animals that regulate the ocean floor. With hard facts like these, Whales Unhooked hopes to educate the audience on why whale lives matter.
n e e ds The issue of whaling has been an ongoing issue that has sparked heavy discussion within the environmental community. However it is not as well known to the public as most only know bits and pieces of information about whaling but not the complete story. In order to change and expand past the community, Whales Unhooked hopes to spread the awareness of whaling through a variety of signages that will be displayed in public areas (parks, bus stops, etc).
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A ud ience Whales Unhooked aims to reach out to college students and adults, ages 18-40. A college campus is best to spread the word because young adults today are heavily involved in activism and social media, being the change they want to see. Targeting to a foreign audience may not be the best route to gain supporters. Iceland and Japan for example, are two of the main countries currently finding loopholes for whaling profits. By catering to an American audience that highly relies on social media, Whales Unhooked can expand their views universally by one hashtag and share at a time.
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R esea rc h
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Ca s e st u di e s To begin our research, we started looking at campaigns in the past that were succesful in raising awareness. We found various sources to learn from. Here is what we found.
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Lo g o D evelo pm e n t
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Fi rst Sk etch es We began by drawing out our initial thoughts and ideas first. From here, we were able to find out which aspects we wanted to further develop. We wanted to keep the logo's overall shape round and circular, while incorporating a whale, or its tale, as well as waves. While our final logo came out quite different from these drafts, we used these as the basis for the final design.
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Gra ph ic Sta n da rd
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Log o Siz e While our logo can be increased to any size, please make it no smaller than 1 in tall. When it is scaled down to 1 in or less, change the color to the solid black and white version to ensure visibility. It's important to keep all porportions exact to not distort any of the details within the image.
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#70c7e4 #3fb8e2
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#e18725 #284470
CO lo r sc h em e The colors we have chosen reflect the color's of the ocean. We kept the overall color scheme bright and playful to depict a positive disposition.
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Typ og ra ph y Our logo uses the typeface Aliens and cows. This font is a condensed sans serif, with unique curved and straight edges. This font matches our overall modern style.
Our headers use the typeface Muro. This font is a bold sans serif with sharp corners and edges, making it clean and clear for maximum readability.
ALIENS AND C OW S a b c d e f g h j k l m n o p q r s t u v w x y z Muro a b c d e f g h i j k l m n o p q r s t u v w x y z
The typeface Gotham is used for our textual material. Gotham's thin and clean strokes makes smaller text easier to read.
Gotham A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z
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L o go Variatio n s
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Flat - The logo without the stroke lines Black & white - Either a black or white outline of the logo
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Original - The original colors with the white strokes
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There are three different variations our logo utilizes.
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Lo g o m isu ses Here are some examples of what you should not do with our logo. Do not stretch the logo. Do not change the colors. Do not rotate the logo. Do not move around the parts.
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B u sin ess Syste m
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L e t t e rhe a d & En vel o p e
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Our organization's offical business system includes an 8.5"x11" letterhead, as well as a #10 envelope.
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Whales Unhooked 123 Main St. San Francisco, CA 94102
Jane Doe 2323 Shasta Dr Davis, CA 95616
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Our business cards are cut in the shape of a circle to match the shape of our logo. They are 3" in diameter.
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Bus ines s ca r d s
o o unh Front
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Back
Ma r k etin g Strat e g y
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p ro jec t st rateg y We hope to spread awareness of the horrors of the whaling industry by creating thought provoking signage. We plan to design billboards and posters that not only invoke thought, but also inform the public. These will be the main way to get people interested. We also plan on making various merchandise to further spread our campaign. T- shirts, tote bags, water bottles (made from 100% recycled plastic), and stickers/decals will be handed out at certain events or fundraising events. We also plan to design and write editorials that explain and inform our target audience of this issue and spread awareness.
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E dito ri als
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V IV IA N LEE, KATH Y CH A NG, ASHLEY PAE
A Whale’s Tale
they feed, but they take around the nutrients to other regions. Many whales migrate long distances to mate, as they do so, they bring these nutrients with them. This often helps waters that are poor in resources, helping the organisms across the world. Because of this whales are often referred to as the “conveyer belt” of the ocean. Even their bodies provide extra nutrients for other species. When whales die in their natural habitat, the
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massive bodies serve as a food source for dozens of scavenger species. These species are rarely found elsewhere and are living in very poor living conditions. The whale’s massive body size offers enough food for these animals to feed off of for days or weeks. It’s believed that when we took out so many whales, there were most likely extinctions deep within the depths without us even knowing.
A RT BY
V IVIAN LEE
to be one of the biggest mammals on the planet. Over the years, there have H A LES A RE C O N S I D E RED
roam the oceans of our world and are often referred to as the gentle giants of the sea. Since the 20th century, people have been hunting whales as their large sizes provided many with various resources, and their gentle nature allowed their capture to be easier. In the past, the large amounts of fat and blubber were used to make large quantities of oils for lamps and cooking. Clothing and jewelry were made from their bones and skin. Although since then, people have found easier and faster ways to make these resources, they are still being hunted today for various reasons. Some countries still eat whale meat, or use their
Japan has been evading laws by using the excuse of researching the to capture whales as research after getting the right permits. And because these laws are not strictly enforced, Japan has been able to get the right permits to catch the whales. However, they are using the permits for the hunting and distribution of whale meat. Some Nordic countries as well, such as Iceland and Norway, continue their traditions of whale hunting through an annual festival. While this is may be legal and restrictions have been placed on the number of whales that can be killed, usually these limitations are ignored and many whales are killed over the maximum limit. W
H Y S H O U LD W E C A RE A B O U T
TH E W H A LES? It’s
as a sporting event. Whale hunting peaked in the 1970s, leaving the whale population decimated. It’s estimated that 66% to 90% of whale populations have been removed from the ocean. Because whales are very large mammals, their populations grow very slowly, as they only give birth to one to two calves at a time, taking almost decades to grow into a full adult and to give birth again. While various species have been slowly recovering over the years, the blue whale population (the largest animal in the world) has been recovering too slowly. Scientists believe their absence has altered the ocean ecosystem making it harder for all life to survive. Over the years, laws have been placed and campaigns have However, whaling is still an on-going issue. Several countries still hunt whales in large numbers, decimating current populations.
easy to think that the whales have little to no effect on our lives or others. They’re not some keystone species or needed prey for other marine animals. However, they do have a big impact on the ocean’s ecosystem. Many different species rely on the whale for their survival. Scientists believe that whales are an integral part of the food web in the ocean. When whales feed, often deep in the depths, and they return to the surface to breathe, they mix around the water column. This spreads nutrients and microorganisms all around the different marine zones, which creates new feeding opportunities to other organisms. In addition to mixing up existing nutrients, the whales also create nutrients. Their urine and excrement contain vital elements, such as iron and nitrogen, which serve as fertilizers for plankton, a food source for not only various other whale species, but also many other marine animals. Not only do the whales help mix the water around where
JAPAN IS ONE OF THE TOP COUNTRIES known to have a long history of whaling. Half a dozen towns can trace their whaling history back hundreds of years to when whales were hunted down with nets, harpooned repeatedly with long swords and wooden plugs. Hand harpoons can even date back as far as 10,000 B.C. Whaling has inevitably become a part of Japanese culture. Whales have long been a key source of food, oil, and blubber in Japan. During World War II, whale meat became an integral part of the Japanese diet since it was high in protein and readily available. Had it not been for this steady source of whale meat, many Japanese may have starved to death during this time. Fast forward to the modern era, memories of eating the whale meat still pertains with the elders of the baby boomer generation. Those in power seek to eat the favorable whale meat, which is now considered a delicacy. High-class restaurants in Tokyo serve the meat like bacon, or cut the blubber into thin slices served raw with ginger soy sauce. Although Japan considers whale meat a luxurious meal, studies have shown the fatty blubber and meat contain high doses of methyl mercury content.
In 2003, the Asahi Shimbun (Japan’s second most widely circulated newspaper) reported that the Japan health ministry revealed several samples of whale meat contained very high levels of toxic chemicals, such as PCB’s and Methyl Mercury. The beaked whales taken off the Northern Japanese shore. The highest level of mercury detected was 204 ppm in the liver of a whale, exceeding the “safe” level by 400 times. The ingestion of 500 mg of mercuric chloride can cause poisoning and death in humans. Although the consumption of whale meat has lowered throughout the years, the complete ban of the meat and whaling altogether has yet to die down. Whale meat should be eaten with caution as it may be considered a potentially harmful food source if ingested regularly. Despite the ban of commercial whaling introduced by the International Whaling Commission (IWC) in 1986, Japan has creatures. Japan uses a loophole which allows countries to hunt
M A Y | JU N E 2 0 1 6
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ORION
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W EB S I TE/ A PP The website and app will be promotional outlets to raise awareness for Whales Unhooked. Users can download the app to learn more about the campaign and directly donate.
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FLYERS/ PO STERS The flyer and posters will be used for promotional materials that will be passed out at events and pinned on bulletin boards around college campuses.
5" x 7"
11"x 17"
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Bus Sto p AD 68.5" x 47.5" 22
WATER BO T TLES Water bottles will be printed on glass cases that will be up for sale on our website. All proceeds will go directly to fund Whales Unhooked.
TO T E BA G S Tote bags will have our logo printed in the front. These bags will be up for sale on our website, and given away during promotional events.
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T- Sh irt s T-Shirts will be printed and worn by volunteers and staff during tabling events. Sizes will vary from XS-XXL. The main whale graphic will be placed in the front corner of the shirt, with the full logo centerd in the back.
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Projected Cost of Promotional Goods ITEM
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AMOUNT
COST
Magazine Editorial & Ad Space
1
$6700, 12 issues
Poster
500
$136.95
Brochure
1000
$262.49
Website/App
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$7.99/year
T-shirts
2000
$8700
Water Bottles
1000
$4500
Tote Bags
1000
$1700
Web Video
1
$3000
TOTAL
5503
$25007.43
d esig n A n a lysis
Who are we
t h e p ro b l e m
Research
Whales Unhooked was founded at the University of California, Davis by undergraduate students: Kathy Chang, Vivian Lee, and Ashley Pae. Together, these students created a campaign to bring up awareness against whaling. Whales Unhooked was organized, planned, and designed by the founders of the campaign.
The issue of whaling has been an ongoing issue that has sparked heavy discussion within the environmental community. However it is not as well known to the public as most only know bits and pieces of information about whaling but not the complete story. In order to change and expand past the community, Whales Unhooked hopes to spread the awareness of whaling through a variety of signages that will be displayed in public areas (parks, bus stops, etc). Our campaign will be most sought out across UC campuses, attracting a student audience.
We researched current magazines that featured endangered mammals to get an idea how Whales Unhooked should lay out their signage. As whaling can be a cruel topic, Whales Unhooked aimed to create whimsical graphics of lively whales as an inviting welcome to their target audience.
c o m m u n i c at i o n To understand our project objectives, we first researched what campaigns against whaling were already out there. “Campaign Whale� is an influential, non-profit organization dedicated to protecting whales against whaling. Their ultimate goals are to preserve and strengthen the ban on commercial whaling, which is in danger of total collapse. Gaining access to our own photography was an issue we dealt with. As we did not have access to photographs of whales that fell under creative commons, we designed all graphics of whales ourselves. This was challenging to ensure all graphics felt cohesive and compelling enough to engage the audience on the serious topic of whaling.
I m p l e m e n tat i o n Creative a cohesive branding system from the beginning of marketing will be improved upon in the future. All graphics will be created along with the marketing system weeks before the promotional items and signage will be revealed to the general public. This will give our team enough time to make revisions and any necessary changes.
Whales Unhooked Campaign Proposal
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by Vivian Lee, Kathy Chang, & Ashley Pae DES 154 Spring 2016