SYDNEY
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DO YOU KNOW WHERE TO PUT IT?
WHERE DO YOU PUT IT?
A KICK ASS COMMUNICATION PLAN CREATED
DESIGN MANIFESTO: CITY OF SYDNEY
EXCLUSIVELY FOR THE CITY OF SYDNEY COUNCIL
CREATED BY: ALEX MCLAUCHLAN, MORGAN BROWN, MARIANNE GRANTHAM IN ASSOCIATION WITH BILLY BLUE COLLEGE OF DESIGN CDM301A MAJOR PROJECT © AUGUST 2014
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SYDNEY, WHERE DO YOU PUT IT?
DO YOU KNOW WHERE TO PUT IT?
DESIGN MANIFESTO: CITY OF SYDNEY
CONT ENTS
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DO YOU KNOW WHERE TO PUT IT?
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DO YOU KNOW WHERE TO PUT IT?
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HOW ARE WE GOIN TO DO THIS?
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ROLLIN IT OUT
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ROCKIN OUR STYLE
SIDERS DON’T
DESIGN MANIFESTO: CITY OF SYDNEY
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DO YOU KNOW WHERE TO PUT IT?
UT OF 10 SYDN KNOW
DESIGN MANIFESTO: CITY OF SYDNEY
WHERE TO
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DO YOU KNOW WHERE TO PUT IT?
O PUT IT... DO YOU KNOW? It may come as a surprise to you, but used batteries, bulbs and mobile phones are hazardous to the environment and do not belong in your bin. If they end up in landfill, they can leach toxic chemicals into our soil and even contaminate the groundwater table, the source of our drinking water. These items also contain valuable resources, like precious metals, which can be recycled.
- Old batteries can be recycled into new ones - Mobile phones can be taken apart for bits of gold, silver, and copper - Light bulbs can be broken down and recycled into glass wool insulation and mercury Did you know you can drop your old batteries, mobiles, and light bulbs at designated collection points within your community for recycling?
DESIGN MANIFESTO: CITY OF SYDNEY
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THE CHALLENGE To create an awareness campaign to change current behaviours of City of Sydney residents, encouraging Sydney Siders to correctly dispose of used batteries, light bulbs and mobile phones. In turn, educating the good folk of Sydney about the seriousness of this issue and how they can help create a brighter, greener future for Sydney. Although there are existing recycling campaigns within the community, the collateral lacks engagement, which is clearly evident — as people still don’t know where to put these items!
The communication is disconnected from the target audience, posters look and feel gimmicky and are not addressing the core issue — that most people are unaware they should be recycling these items. On the flip side, posters adopt a positive approach, clearly highlighting the collection points and use the colour green to help remind the audience the message is about recycling and being environmentally aware.
DESIGN MANIFESTO: CITY OF SYDNEY
“We had no idea these things shouldn’t go in the regular trash!”
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PEOPLE JUST DON’T KNOW! Research shows, most Sydney Siders are living in a bubble. We found most people are genuinely happy to do their bit for the environment, however ignorance prevails. They are totally unaware of the environmental impact and consequences of not recycling these items in the correct manner. The numbers don’t lie… Surprisingly, 70% did not know that throwing these items into the bin was hazardous to the environment. Not surprisingly 80% did not know where they should be putting these items. On a positive note, 95% of those surveyed, said they would definitely recycle these items correctly now they are aware of the issues, providing it was convenient for them to do so.
WE’RE TALKIN’ TO YOU! The average Sydney sider is 32 years of ages, lives in a single dwelling household, is a professional and travels to work via public transport. On average he throws away 12 batteries, 6 light bulbs and one mobile phone per year! PRIMARY AUDIENCE
DESIGN MANIFESTO: CITY OF SYDNEY
1. COS residents, an approximate population of 192,000 2. Non-English speaking COS residents SECONDARY AUDIENCE 1. Regular visitors to the city (workers)
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DESIGN MANIFESTO: CITY OF SYDNEY
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DESIGN MANIFESTO: CITY OF SYDNEY
Sydney siders are genuinely happy to do their bit for the environment ...they just don’t know how!
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DESIGN MANIFESTO: CITY OF SYDNEY
HOW ARE WE GO
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OING TO DO THIS?
DESIGN MANIFESTO: CITY OF SYDNEY
BE CHEEKY BE PERSONAL BE FUN
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Being green is a bit of a dry subject. As soon as you mention ‘recycling’ the level of engagement diminishes. Attempting to engage our target audience with another gimmicky scheme is never going to work. Sydney Siders are proud to call Sydney home. They are an accepting and sophisticated bunch; they are cultured, artistic, and adventurous. They love a laugh, and at times are completely outrageous, but they are always looking for something new, something different and something a little bit risqué. So, let’s talk to Sydney with a completely new approach, a little cheek, a touch of humour and plenty of personality! We’re goin’ to hit the streets, light up the skyline, create new trends and get the community talking!
DESIGN MANIFESTO: CITY OF SYDNEY
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MEDIA OUTCOMES - Urban environment (pavement stencils, building projections) - Posters (bus shelter, billboards) - Mobile advertising (scooter, taxi and bus advertising) - Press adverts (newspapers, lifestyle magazines and websites) - Television commercials (online pre-rolls, YouTube advertising, movie cinemas) - Social Media (Facebook, Instagram competition) - Merchandise (t-shirts and tote bag giveaways)
DESIGN MANIFESTO: CITY OF SYDNEY
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POSTERS The communication will be delivered via a two-tiered approach, rolled out though a series of different posters. The posters will present a diverse range of characters representing the City of Sydney residents. PART ONE: CREATING INTRIGUE The initial roll out has an introductory message highlighting the fact that people just ‘don’t know where to put’ these items. The facial expressions are intentionally ambiguous, with an element of confusion and unfamiliarity. Clever copy will accompany imagery and the cheeky innuendo, explaining what ‘it’ is and how to dispose of these hazardous items correctly. Visually, the campaign aims to intrigue and create a talking point amongst the community, by being a little bit different, a little mischievous and a lot of fun. PART TWO: CALL TO ACTION Part two (an extension of part one), addresses how and where you can dispose of these items i.e. at the community centre, local library etc. Through the portrayed facial expressions, the communication will represent a sense of gratification one receives from ‘doing the right thing’. He is proud, playful and slightly smug, as he now knows ‘where to put it’. Part two will roll out approximately 3 weeks after the delivery of part one.
DESIGN MANIFESTO: CITY OF SYDNEY
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DESIGN MANIFESTO: CITY OF SYDNEY
BILLBOARDS
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DESIGN MANIFESTO: CITY OF SYDNEY
PRESS ADS
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SYDNEY ARE YOU
DESIGN MANIFESTO: CITY OF SYDNEY
R
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ROLLIN’ IT OUT
U READY?
WHEN, WHERE, HOW From research conducted, we know our audience use public transport on a daily basis. Therefore outdoor advertising at train stations and bus shelters are an integral part of the media strategy. Print will also play a role in this campaign as a support channel to the outdoor media, which is all about impact. Print ads will be displayed in popular publications that reach our target audience, such as newspapers and lifestyle magazines. To add a little spice and talk ability the scooters and light projections will roll out mid campaign. This is all about creating a buzz around the city and boosting the social media presence. The scooter advertising will be deployed around the CBD, stopping at key locations (Martin Place, Customs House, Wynyard Station, Pitt Street Mall) and distributing free merchandise (totes and tees). In addition (to the above) we also wanted to make sure we were targeting our audience on a more personal level, which is why social media is a key component of this campaign. Facebook will be the central platform for encouraging conversations with the COS residents about disposing of these items.
DESIGN MANIFESTO: CITY OF SYDNEY
The initial campaign will run for an 8-week period in the middle of summer, as people are typically out and about and predictably happier and more likely to engage with the communication during this time. The campaign will kick off in January, after the Christmas period and run through to March. During this time, most people are on holidays, relaxed and feeling refreshed. They are making New Year’s resolutions, upgrading their household items after the post Christmas sales and cleaning out their homes for the new year ahead — the perfect time to engage with our audience whilst they are feeling positive and motivated about changing habits and creating change for the year ahead.
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DESIGN MANIFESTO: CITY OF SYDNEY
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MIND YOUR STEP A simple and cost effective way to kick start the campaign. The guerilla advertising will appear a week before the collateral roll out (early January). The pavement stencils (scattered around the CBD and community hubs) will generate curiosity and pose the question ‘put what where?’. WHERE The stencils will coincide with the first collateral roll out ‘Don’t know where to put it’. DURATION Stencils will be in place for the entirety of the campaign.
DESIGN MANIFESTO: CITY OF SYDNEY
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LIGHT EM UP Sometimes you have to stray from the regular mediums to get people’s attention and this platform is the perfect example. These simple yet striking projections will feature in the heart of Sydney to ensure we capture as many eyes as possible with the aim of creating intrigue through the ambiguous message: ‘DO YOU KNOW SYDNEY?’ WHERE AMP Building, Circular Quay, Sydney. This location will reach the most eyeballs and will create talk ability and social media. We expect people to photograph and share via their social media accounts. WHEN The light projections will go live in the middle of the campaign so there is some connection to the collateral already in the marketplace. Accordingly, it is still early enough in the campaign for people who may not have seen any of the collateral to be intrigued and want to discover more. DURATION The duration of this event will run for 1 week mid January.
DESIGN MANIFESTO: CITY OF SYDNEY
SCOOTERS & GIVE AWAYS
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HITTIN’ THE STREETS The scooters, much like the light projections are an eye catching element to this campaign. They will be present throughout the CBD and inner city suburbs. WHEN Middle of the campaign in line with the light projections. DURATION One week prior to light projections (Mid January).
YOU ARE WHAT YOU WEAR DESIGN MANIFESTO: CITY OF SYDNEY
Nothing makes a statement more than a fashionista in a hip tee, and Sydney is full of them! The merchandise will adopt a range of quirky headlines, resonating with the younger generation. The totes and tees will also create a talking point amongst friends, in turn changing the ‘stigma’ of recycling, reviving the act to be ‘cool’ and trendy amongst youth.
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DESIGN MANIFESTO: CITY OF SYDNEY
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ON THE STREETS Posters will appear around the streets of Sydney throughout the campaign as we know our audience is frequently out and about. AROUND TOWN
DESIGN MANIFESTO: CITY OF SYDNEY
Oxford Street, Darlinghurst King Street, Newtown Crown Street, Surry Hills George Street, Sydney Pitt Street, Sydney DURATION 8 weeks, January – February 2015
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DESIGN MANIFESTO: CITY OF SYDNEY
BILLBOARDS
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ON THE ROAD
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DESIGN MANIFESTO: CITY OF SYDNEY
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WAITING FOR A BUS Posters will appear at bus shelters around Sydney throughout the campaign as we know our auidence travels on public transport all year round. The bus stops/stations outlined below were selected due to the high volume of people passing through. BUS STOPS AND TRAIN STATIONS Wynyard Town Hall Martin Place Central Broadway QVB Circular Quay DURATION 8 weeks, January – February 2015
DESIGN MANIFESTO: CITY OF SYDNEY
OR A TRAIN
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IN YOUR LIVING ROOM The most effective way to highlight public ignorance in regard to disposal and damage caused by these items is to ask the people on the streets of Sydney. The television commercial will be a simple, yet effective tool for highlighting the lack of awareness Sydney Siders have on this issue. Two sets of commercials will run throughout the course of the campaign on both free-to-air and pay TV to ensure we are hitting all of our target audience. The commercials will run in peak hours on TV and try to align with popular programming that is educational, yet witty, for example The Project, The Living Room. WHEN We all know that hammering ads into people’s TV is not an enjoyable experience and we feel our message is unique enough that people only need see it once or twice for the message to stick. The introductory message about ‘not knowing’ will run during the first four weeks, followed by the ‘we now know’ commercial in the second half of the campaign.
DESIGN MANIFESTO: CITY OF SYDNEY
DURATION 8 weeks, January – February 2015
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DESIGN MANIFESTO: CITY OF SYDNEY
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IN THE MEDIA Online and print ads will feature in a range on popular publications: WHERE Sydney Morning Herald Daily Telegraph Sun Herald South Sydney Herald City News/City Hub City News/Inner West Inner West Courier - Inner City Southern Courier Wentworth Courier Metro Sunday Style Magazine Sydney Weekender Sydney Timeout Magazine ONLINE Banner advertising and pre-rolls on YouTube. DURATION 8 weeks, January – February 2015 Daily/month/weekly depending on the frequency of the publication.
DESIGN MANIFESTO: CITY OF SYDNEY
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DESIGN MANIFESTO: CITY OF SYDNEY
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PLANS FOR THE WEEKEND? We know Sydney Siders are a social bunch and always looking for new things to do on the weekends. A set of online ads will appear on popular lifestyle sites and online publications. ONLINE Web advertising on lifestyle sites: Timeout Sydney Sydney Weekender Urban Spoon Whats on Sydney DURATION 8 weeks, January – February 2015 Daily, monthly or weekly depending on the frequency of the publication.
DOIN’ IT WITH SOCIAL MEDIA Social media will play a key role in this campaign and act as the central location to build a conversation with our audience. It is a platform for the public to engage and comment in an informal manner. The content will vary. There will be information outlining where and how to dispose of these items and facts on why you should recycle correctly. We know that COS residents genuinely want to do their bit for a better future. This page will act as a platform for starting conversations about how, as individuals, we can make a difference by doing small but effective measures to create a greener future.
DESIGN MANIFESTO: CITY OF SYDNEY
All visual communication will include a call to action to the COS website and the campaign Facebook page, to encourage people to seek further information.
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DESIGN MANIFESTO: CITY OF SYDNEY
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PUT YOURSELF IN THE PICTURE We want our audience to not only use Facebook as a platform for retrieving information and expressing their concerns but also a place where they can have a little fun and engage with the humorous side of the campaign. To do this we will launch a few different strategies, the first will be a fun photo element, where our audience can upload their picture (with their own ambiguous/humorous expression) to a template of their choosing (with accompanying copy). In turn, they can share their personalised image via their Social Media channels. The success of this strategy relies heavily on sharing which we are confident will happen given the fun and cheeky tone of the copy coupled with their own photo, essentially making them a part of this cool campaign. Another social element is to engage our audience through a competition. Creating humorous copy to go with our images was half the fun when developing this idea and we want everyone to be included in this for the next chapter. The idea is to get people involved by entering their own unique headline, coupled with their photo. The most creative submission wins a prize and will feature it the next campaign. WHEN Beginning of the campaign, January 2015. DURATION The social media platforms: indefinitely Competition: duration of the campaign.
DESIGN MANIFESTO: CITY OF SYDNEY
ROCKIN’ OUR STYLE
E
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TONE OF VOICE The campaign aims to ignite a casual conversation with our audience. The campaign specifically has a humorous and cheeky undertone to engage and speak to our audience on a personal level, to help lighten the seriousness of the topic. For example: Part one: I didn’t know - Jack doesn’t know where to put it - Jack didn’t know it went in there
DESIGN MANIFESTO: CITY OF SYDNEY
Part two: Now I know - Jack knows where it goes - Jack put it in the Neighbourhood Centre - Jack did it in the Library A simple tagline, ‘Don’t bin a battery, bulb or phone, dispose responsibly’ links the communication and provides a call to action, informing the audience what they need to do.
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CLIENT LOGOS This campaign was created for the City of Sydney council, in conjunction with Zero Waste. The duel logos will be used on all collateral and advertising in accordance with their individual brand guidelines. A copy of the brand guidelines can be obtained from the client upon request.
TYPOGRAPHY
Aa Aa Aa
HEADINGS: IMPACT
SUB HEADINGS: DIN BOLD
BODY COPY: DIN REGULAR
Typefaces Impact and Din were chosen for their modern and clean aesthetic.
DESIGN MANIFESTO: CITY OF SYDNEY
They are both contemporary and legible, an important attribute given the diversity of our target audience. Headlines: Impact is sharp and suits the punchy copywriting. Subheadings, body copy Din has conversational attributes, which compliments our cheeky tone of voice.
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coloUr palette CMYK: 0,32,95,0 RGB: 255,184,25 PANTONE 1235 C CMYK: 0,0,0,100 RGB: 0, 0, 0 process black
It was important to have a colour palette that was clean and simple and not distract the audience from the core communication. The chosen colours are contrasting and stark to create impact. Together these colours are eye catching and tie in with the Zero Waste branding.
CMYK: 0,0,2,0 RGB: 255,254,249 PANTONE p1-1 u
ICONS A set of clean and simple icons have been created to symbolize the three hazardous household waste items along with the universal recycling icon. The symbols will be specifically used on building projections, collateral and merchandise.
PHOTOGRAPHY Black and white photography is used to represent the lack of awareness around this issue. The images are minimalistic, contemporary and chic. Photographs are of the ‘real’ resident of Sydney, to personally connect and ‘speak’ to our target audience.
DESIGN MANIFESTO: CITY OF SYDNEY
Facial expressions will be suggestive and are aimed at accentuating the copy.
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DESIGN MANIFESTO: CITY OF SYDNEY
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SOME CELEB ENDORSEMENT To gain further attention, local celebrities (who are trusted, but also engaging and fun) will be commissioned to take part in the campaign. It is also important that they are of varied ages and professions to ensure they appeal to our broad audience.
DESIGN MANIFESTO: CITY OF SYDNEY
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/ M BROWN / A MCLAUCHLAN / M GRANTHAM
PREPARED FOR: CITY OF SYDNEY
WHERE DO YOU PUT IT?