B L U E A D C A M PA I G N P R E S E N TAT I O N
V I S U A L C O M M U N I C AT I O N 309AAD S t u d e n t N a m e : P a n Yu C h e n Student ID: 8792899
Ondazul Blue Campaign
M AR I N E P O L L U T I O N
BLUE CAMPAIGN O N D A Z U L C A M PA I G N R E F R E S H M E N T
Onadzul Blue Campaign
Original Sardine AD Campaign that is controversial, as the fact that the fishes are already death in a sardine can also implies another issue about over-fishing and it can be seen as being selfish as the campaign only shows the humans’ perspective.
A BO U T U S We are a non-governmental, non-profit organization dedicated to protecting the environment, promoting sustainable development and social well-being. Our mission is to promote sustainable development, through a permanent dialogue with the various sectors of society, multiplying competence and promoting the exercise of citizenship.
E N V I R O N M E N TA L RECOVERY Environmental recovery projects, dissemination and knowledge debate. PRIORITY TOPICS Develops projects of urban ecology, recovery of degraded areas, waters and climatic changes.
Ondazul Blue Campaign
THE PROBLEM 12.7 million tonnes of plastics end up in our oceans each year. Our oceans are slowly turning into a plastic soup. Big pieces of plastic are choking and entangling turtles and seabirds and tiny pieces are clogging the stomachs of creatures who mistake it for food.Two-thirds of it comes straight from land based sources: litter being left on the beach or washed down rivers from litter being dropped in towns and cities.
Ondazul Blue Campaign
THE SOLUTION Reduce the effect of marine pollution by considering three main sectors from producing, consuming and throwing plastics. Reducing and reusing plastic products can contribute in the reduction of plastic production and consumption. Be cautious about littering and do proper recycling can help prevent plastic ending up in the sea. Choosing recyclable and eco-friendly products can develop into a sustaianble future.
Ondazul Blue Campaign
MESSAGE With the slogan of “Is this the Blue you want?“, the Ad Campaign will revolves around the colour, which in context means the sad and sorrowful blue of artificial plastics created by human activities in opposed to the natural blue of the deep blue sea. To allow the audience to see the marine pollution through the marine animals’ perspective, raising awareness and calling for action to help in contributing into ocean conservation to preserve our blue planet.
CONCEPT As a refres hment from t he or i g i na l ad, t h e ‘ B l ue’ ca mp a i g n w i l l p res ent and see t hi ng s from t he ma r i ne anima l s ’ p er s p ect i ve. R es ona t i ng aroun d t he i d ea of b l ue p l a net . The cama p i g n t a ckl es t he p rob l em of l it t er i ng w i t h i nt er a ct i ve ca mp a i g ns of bil l b oa rd s , b us s t op ; p l a s t i c consu mp t i on w i t h b l ue b ox a nd t r a s h can; p rod uct i on w i t h exhi b i t i on. Aft er r a i s i ng a w a renes s a mong s t t he aud ience t he fol l ow i ng w i l l b e t he resolut i on t ha t p romot es how t o hel p and u s a g e of recycl a b l e mercha nd i s es along s i d e a n event . I t w i l l b e t a rg et ed in t he ma r ket of U K a nd C hi na , b y approa chi ng t hem w i t h t he s a me camp a i g ns b ut i n d i fferent t one of voice i n a d cop y a nd s l og a n.
BILLBOARD
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BUS STOP WO D
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TRA S H CA N
MERCHA NDI S E
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BLUE BO X WEBS I TE
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EXH IBIT ION
SOCIAL MEDIA
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LOVE CUP
Ondazul Blue Campaign
Before
BILLBOARD 1 A P P L I C AT I O N
After
Oc e an po st e r o n bi l l bo ard n e ar t h e st re e t , t h e t u be , t h e su pe r mar k e t s, sh o w i n g h o w i f y o u do n ’t c l e an y o u r t r ash pro pe r l y o r t h ro w i t i n t h e t r ash c an , i t w o u l d be fl o at i n g aro u n d i n t h e ai r an d t h i s ac t w o u l d re su l t o n t h e bi l l bo ard, by appl y i n g gl u e c h e mi c al t h at al l o w s pl ast i c s, pape r s an d du st t o be st i c k e d o n i t an d c h an ge s t h e bl u e h u e . Wh i c h me an s t h e re su l t / mat t e r i s de pe n dan t o n o u r ac t i o n , as st at i st i c al l y 7 0 % o f t h e t r ash w e t h ro w w i t h o u t c au t i o u s w i l l e n d u p i n t h e o c e an . T h i s c ampai gn fo c u se s o n t h e ac t o f t r ash t h ro w i n g.
Ondazul Blue Campaign
Before
BILLBOARD 2 A P P L I C AT I O N
After
Oc e an po st e r o n bi l l bo ard n e ar t h e st re e t , t h e t u be sh o w i n g h o w i f y o u do n ’t c l e an y o u r t r ash pro pe r l y o r t h ro w i t i n t h e t r ash c an , i t w o u l d be fl o at i n g aro u n d i n t h e ai r an d t h i s ac t w o u l d re su l t o n t h e bi l l bo ard, by c h an gi n g t h e bl u e h u e o f t h e bi l bo ards; v i c e v e r sa i f n o l i t t e r i bg h appe n t h e o c e an w i l l re mai n bl u e an d c l e ar. Wh i c h me an s t h e re su l t / mat t e r i s de pe n dan t o n o u r ac t i o n , a re c y c l i n g t r ash c an w o u l d be pro v i de d be si de i t t o al l o w t h e au d i e n c e o r pe de st r i an s t o h e l p c l e an an d t h ro w i t bac k t o t h e bi n .
Ondazul Blue Campaign
BILLBOARD 3 A P P L I C AT I O N M ar i n e po st e r bi l l bo ard w i t h appl y i n g gl u e c h e mi c al t h at al l o w s pl ast i c s, pape r s an d du st t o be st i c k e d o n i t an d c h an ge s t h e bl u e h u e w i l l sh o w t h e re su l t o f l i t t e r i n g ,as t h e mai n c u l pr i t o f mar i n e po l l u t i o n , v i su al l y by t h e c o n t r ast o f be fo re an d aft e r o f t h e bi l l bo ard. S o me pl ast i c s w i l l be st i c k e d o n man u al l y by o u r w o r k e r s t o c re at e v i su al e ffe c t s an d c at c h e s at t e n t i o n , i f t h e re i s n o l i t t e r i n g y e t . T h e bi l l bo ard c ampai gn c an be c o n t i n u e d an d e x pan de d w i t h se r i e s o f mar i n e po st e r s t h at c o n si st o f d i ffe re n t mar i n e an i mal s as t h e y are t h e v i c t i ms o f t h e i ssu e .
Ondazul Blue Campaign
BUS STOP 1 A P P L I C AT I O N S i mi l ar t o t h e bi l l bo ard c o n c e pt by appl y i n g gl u e c h e mi c al t h at al l o w s pl ast i c s, pape r s an d du st t o be st i c k e d o n t h e po st e r s o n bu s st o ps e x t e n d an d e x pan d t h e c ampai gn i n a w i de r an d c o mmo n e n v i ro n me n t t h at c an re su l t i n re ac h i n g mo re au d i e n c e an d r ai si n g mo re aw are n e ss.W i t h re c y c l abl e t r ash c an be si de t o su ppo r t t h e ac t o f re c y c l i n g an d t h u s c o n t r i bu t i n g i n pre se r v i n g t h e o c e an .
BUS STOP 2 A P P L I C AT I O N
Ondazul Blue Campaign
BUS STOP 3 A P P L I C AT I O N
Ondazul Blue Campaign
Ondazul Blue Campaign
WHY TURTLES? Plastic bags are petroleum-based and do not biodegrade. Sea turtles and other marine creatures mistake plastics and other garbage as food (such as jellyfish) and ingest it. This mistake causes blockages within their digestive system and eventual death.
Before
TRASH CAN A P P L I C AT I O N Trasnlucent aquarium l ike trash can t hat wil l be beaut iful ly blue wit hout trash, but after t he trash is start ing to fil l up it wil l contaminate t he blue color, to remind people to consume less and recycle more and reuse more. This appl icat ion wil l tackle t he aspect of plast ic consumpt ion and use. A recycled bin wil l be beside it to encourage recycl ing. After
BLUE BOX
PLASTIC CONSUMPTIION The plast ics in t iles in a transparent container, so when you are using or consuming t he plast ics t he clear blue sea of t he planet wil l decrease and become less, which t hen encourage reusing plast ics or choosing recyclable bags, t his part of t he campaign tackles more on t he product ion of plast ic waste. It is col laborat ive wit h brands and supermarkets. In t he sense t hat t he workers are also educated on t he mat ter.
Ondazul Blue Campaign
Ondazul Blue Campaign
PLASTIC EXHIBITION The plast ics wil l be float ing in t he air, as exhibt ion to d isplay how t he marine animals are l iving and seeing in t he situa t ion of marine pol lut ion, put t ing humans in t he shoes of marine animals. To evoke emot ions and t houghts on t he mat ter. Site specific to al leys, pedestrian wal ks near shopping or tourist at traciton where t he roads were used to be bat hed under t he sun but now it would be covered wit h dark grey trash blocking t he view of clear blue sky, creat ing strong ambiance.
Onadzul Blue Campaign
MARINE POLLUTION EXHIBITION Exhibiting the marine pollution, the trash floating above the ocean surface covering the the sunlight, to humans from the marine animals’ point of view.With facts and statistics that show the causes of marine pollution from significant cases.The trash is also collected from the ocean through our projects, giving realistic situation from what is happening in the ocean right now. Thus, raising awareness in the issue and encourages audience to participate in recycling and reusing, which can also be linked to the love cup campaign as a reward when audience takes part in recycling.
Ondazul Blue Campaign
S H OW SOM E L OVE S H A R E A K ISS LO V E C U P
The cup is designed to have marine animals on them, so when people drink it it would look like they are sharing a kiss, which is conveying the message of ‘show some love’. Playing with the interactivity of the campaign, to create community and influence people in long term.
Also encourage and educate them to use reusable and reyclable cups instead of the plastic ones. The copy text also remind people to think before they consume and do, reminding the fact that they are other more environmental-friendly options than using the plastic ones.
Ondazul Blue Campaign
S H OW SOM E L OVE S H A R E A K ISS LO V E C U P
As part of the world ocean day event campaign, the free drinks will be given as an award for people to help clean the beach or ocean and the exhibtion of the plastic sea.
With different drink options as targeted to the different market’s preferences. Beer and tea for the British and milk tea for the Chinese.
Ondazul Blue Campaign
Ondazul Blue Campaign
W O R L D O C E A N D AY I N S TA G R A M P R O M O T I O N
WORLD OCEAN D AY World Ocean Day, 8 June,is marked in a variety of ways, including launching new campaigns and initiatives, special events at aquariums and zoos, outdoor explorations, aquatic and beach cleanups, educational and conservation action programs. That aims to compliment and further support the campaign with the resolution and action.
ONDAZUL TOTEBAG As a solution and one of the merchandises of the event, the tote bags are designed to provide alternative choice to plastic bags. Encouraging the audience to use reusable shopping bags.
Ondazul Blue Campaign
Ondazul Blue Campaign
B L U E PA P E R B A G As a solution and one of the merchandise of the event, the blue paper bags pursue to replace the usage of plastic bags as being recyclable and contributes to sustainable production.
Ondazul Blue Campaign
B L U E T- S H I R T As supporting part of the campaign, which is the follow up solution after raising awareness and building community, the world ocean day event allows people to participate in beach cleaning activity to contribute in keeping the ocean clean. The Ondazul uniform will be given out and worn by the volunteers and participants.
Ondazul Blue Campaign
BLUE BOTTLE As the resolution state of the campaign, the blue bottle, are reusable tumblers that are made of decomposable materials that can be collaborative with brands to promote it further.
Ondazul Blue Campaign
ONDAZUL NGO Home Page
Ondazul Blue Campaign
ONDAZUL NGO How To Help Page As the link provided on the posters of the campaign to call for action and resolutions.
Ondazul Blue Campaign
ONDAZUL NGO World Ocean Day Page
I N S TA G R A M S T O R Y
Ondazul Blue Campaign
I N S TA G R A M F E E D
I N S TA G R A M P O S T
VISUAL COMMUNICATION CAMPAIGN RE-DESISGN By Pan Yu Chen Copy Right 2018