PROJECT 3 THEME : recycling TARGET AUDIENCE : STRIVERS
STEFANIA LUCCHESI LUC12376910
CONTENTS
RESEARCH
research about the subject main issues consequences on the environment striking facts
BRAINSTORMING
The message Initial ideas about the project Workshops theme + target audience + client = ?
TARGET AUDIENCE
Main facts about strivers Charcteristics of our personas Analisis of the target audience
DEVELOPMENT
Development of the concept Visualising the product
CLIENT
Facts and introduction Recycling project Graphic analisis of the company
FINAL OUTCOME
„Recycling one aluminum can saves enough electricity to run a TV for 3 hours”
„Using recycled glass uses 40% less energy than making products from all new materials.”
„About one-third of an average dump is made up of packaging material” „More than 30 million trees are cut down to produce a year’s supply of newspapers”
Recycling. Nowadays, we hear this word almost everyday. But how much do we really know about recycling? About the consequences that the continous exploitation of natural resources has on our planet. What can we do to change it?
RESEARCH : analisis of the issue
Why recycling is important? Conserves resources
Saves energy
Helps the environment
Reduces landfill
It preserves raw material by resuing something that has already been done
Reduces the costs of the manufacturing process and saves energy in the manufacturing process
Prevents air and water pollution Reduces greenhouse gas emissions
The material that would go to landfill is reused to create other products
Recycling prevents pollution by avoiding the extraction of raw material. It also helps the prevents pollution by avoiding from throwing trash into the environment. Nowadays, the amount of material consumed is so big that it has even created a phenomenon in the Pacific Ocean, called garbage patch which is constituted mostly of plastic and fishing net estimated at over 100 million tons of garbage. Link to video
With less materials going to landfill, less harmful emissions like methane gas are released into the earth’s atmosphere.
Natural resources are being depleted rapidly, particularly with the increasing use of disposable products and packaging Recycling preserves natural resources, especially the one from mines such as oil, metal and water. For example plastic bottles can be recycled into fibres for clothing.
It takes less energy t make a new product from something already existing than making it from new material. For example, while re cycling aluminium it uses 95% less energy than making it from raw material.
88% old clothing or rags 80% paper 71% plastic bottles 67% cans
60% kitchen and food waste
82% plastic bags
62% garden waste
RESEARCH : some facts about recycling In order to make people recycle it’s important to see what are the issues concerning recycling, what is being recycled and why it’s still not a habit for the majority of the population
What are the main reasons that people don’t recylce?
88% old clothing or rags 80% paper 71% plastic bottles 67% cans 60% kitchen and food waste
82% plastic bags
62% garden waste
1. It’s complicated 2.TIme consuming 3. lack of space 4. undereducation 5. Feel forces to by the society
Type of waste recycled by an average household
RESEARCH : averness campains In order to gather an overwiev of the issue that we are dealing with in this project we looked at existing methods of raising averness about waste and recycling.
Advertising campaigns
Websites
WWF
Earth 911
WWF it’s a conservation organisation that is dealing with issues like recycling, climat change and biodiversity. It’s aim is to raise averness about the issues concerning our planet by doing adversiting campaigns that campaigns around the city . They work also with the government as well as schools. Their campaign are often really striking images who are meant to speeak for themselves.
Earth 911 is a non profit organisation that promotes recycling via its website containing information and advices about recycling. Divided into categories, you can go through articles about how to travel the green way, matierials that can be recycled and where to recycle your old belongings.
RESEARCH : averness campains
Instalations The Fun Theory The Fun Theory is a project developed by the company Wolkswagen. It’s aim is to sensibilse people to certains issues by making interactive instalations. All of this campain is based on the theory that we can achieve a goal and make people „do the right thing” just by making of it an amusment. This camapain is also concerned about the recycling. Infact two of their projects are aimed to make people recycling. They made two of them: The world’s deepest bin Bottle bank arcade machine
Events
Global Inherence Global enherience is a non-profit organization that develops creative, cause-based campaigns. It aims at raising averness on festivals, events, workplaces and schools around the world. One of the most know campains is TRASHed which encourages people in recycling reneveble materials on festivals. Plastic bottles, cans and all the recycleble materials are used as a form of currency in order to get prizes like autographs, sunglasses . Global enheritence at Coachella Festival 2010
TARGET AUDIENCE : persona Our persona Sara is an outgoing person, always updated on trends. She always wanted to be a pilot but she is working since 3 years as a flight attendant for British Airways.
30 years Old Dark brown hair Was engaged From Kent Tv shows : Geordie Shore and Keeping with the Kardashians Eats : Ready Meals Loves : clubbing at Ministry of Sounds Movie : 500 days of summer Shops at : Asos, H&M, Miss selfridges Keeps discount cards Books : Victoria’s Beckham biography Uses : uniformdating.com Runs the Brighton marathon
TARGET AUDIENCE : strivers
Strivers are fahsionnable and up to date on the lastest trends. They prefer stylish products that emultate people with wealth .They are motivated by achievement and seak to have a comfortable and stable position in the profesionnal and personnal field. They are concerned by the others opinions and in need of their approval. They are not searching for a carrer but for a good job because often the lack of skills prevent them achieve success in their profession.
CLIENT : why Nike?
The target audience of Nike is very broad, their campaigns relate to any kind of person from children to retiered people. The brands aims at people who wants to achieve, which are fighting for a goal. With motivatinnal slogans like, „play to be remembered” „just do it” or „the future was yesterday” the company tries to make create a brand that is the brand of the winners. As well as being a sport brand it is also a lifestyle brand which promotes a healthy style of living, still keeping it’s fashionnable side. It’s a company that has his own recycling skim aswell which was fitting our theme.
CLIENT : advertising campaigns
Research around the advertising skim Although the campaigns had changed through the years, a common factor about them is the will strive for more. Containing famous sportmans or common people. The campaigns are aimed to motivate the audience. Are all caracterised by a strong picture and the slogan. They usually don’t focus on the product but on the person wearing it. Nike campa-igns are funny, controvercial or inspirationnal. The promote a style of living and became fashionnable by presenting an image of sport without pain.
CLIENT : Graphic aspects Colour skim
How the logo represents the brand? Only looking at the logo we can see that the company aim to people that want to push their limits and be the winners. Using this marketing technique the company is trying to not only create a sport but a lifestyle brand.This is the most common logo of the company which is the basis of the brand.
The Nike logo called „swoosh was created in 1971 by Carloyn davidson, a graphic design student of the university of Portland State.
The different fonts used by Nike are a combination of 20 typefaces designed for the company called Victory
The logo and the the slogan „just do it” was strong that it became the symbol of a whole generation striving for the victory. The logo made the company buissness increase up to 35 %.
The logo is a representation of a wing of the greek godess of victory „Nike”.
CLIENT : Recycling campaign
Shoe recycling Nike recycling program consists in placing bins in shops where people can throw their old shoes . The shoes are then sent in order to be decomposed in 3 types of materials : rubber, fabric and foam. Those are used to create to make sport surfaces for baskeball, running and tennis.
Clothing recycling Nike has a clothing line called „Nike better World� for running made out of recycled bottles. All the items are made out of 50% recycled material.
CLIENT : visiting the shop In order to get a first hand information about the Nike recycling skim we went to the shop in Covent Garden and asked a few questions
How many people bring used-shoes to put in recycling bin? It depends but every day people bring shoes. you know, normally, people bring used shoes put in the bin and then buy a new shoes in this shop. So, funny... How old are people using the recycling bin? Late 20s to 30 years old. early 20s people are students they are busy playing and studying. What gender are they? They are 55% men and 45% women. When does nike collects the bin? When the bin is full we contact with Nike recycling team and they usually visit our shop once a month. After collecting shoes what nike does it? We make basketball, running and tennis grounds.
BRAINSTORMING : first ideas First ideas that came into our mind while brainstorming on recycling
CONSUMERISM
MAKE IT MORE FUN CALENDAR RECYCLING IS SEXY
RECYCLING DIFFICULTY
TIME CONSUMING UNDER EDUCATION EXPENSIVE NEED TO BECOME A POSITIVE MATTER
BAD HABITS LAZYNESS
RESOURCES CAPITALISM GREEN SAVE THE WORLD
RESPONSABILITY
BIO DEGRADABLE ALTERNATIVES
ADVERTISMENT BRAINWASHING FORCE
BRAINSTORMING : first ideas
SHOEBOX
MAKE RECYCLING SEXY AND FUN
DEVELOPMENT : research around the topic We decided to chose our second idea and make a shoebox for a recycled Nike shoe. We researched then how should be a sustainable shoebox
Use of sustainble materials Use of one type of material to make the box easy to recycle Suitable size to minimize space Use of material that is not gonna damage the product Trendy design to attract the target audience Easy to manage
DEVELOPMENT : research about the existing shoeboxes
In order to get an idea on how we want to make the shoebox, we went into several shops in East and Central London and collected shoeboxes
DEVELOPMENT : interview in footpatrol
Being in a shop called Foot Patrol, specialised in sportwear we asked a few questions about shoeboxes. We’ve benn shown and told all the qualities and the defaults of the different products. From colour tos size, design, facility of storage, materials used for the boxes, the particularities of some of them as well as the year of production, circumstances ( Olimpic games, football cup....) and the shoe that was in there. From there we could start to work on our prototype taking into considerations the characteristics that we’ve learned.
DEVELOPMENT : Building prototypes First prototype
Second prototype
DEVELOPMENT : Building prototypes Third prototype
Second prototype
DEVELOPMENT : Building prototypes The leaflet Along, the way, we thought that It might be a good idea to add a leaflet into the shoebox. It aim will be to illustrate the Nike recylcing skim, and raising averness about the benefits of recycling. We got this idea from the research that we conducted in the shop, where we found that not much is being said about the recycled items and programs from Nike and that by including this leaftlet we can advertise is a bit more as well as attract customers that are concerned about the environment.
DEVELOPMENT : the leaflet
This is the first draft of the leaflet. The idea is that the shoe is cut out and embossed and through the leaflet the customer can find all the information about Nike recycling skim and at the end a small pocket with stickers that he can put on his belongings and this way promote recycling.
BRAINSTORMING : the message
GO GREEN, RUN NIKE.
While creating the box, the aim was to make it fashionnable but sustainable at the same time so our target audience will be attracted to it. From our reasearch we concluded that to get a striver it’s better to make a trendy object rather than an averness campain where he will feel forced and under pressure of „saving the planet”. So our message is that recycling can be everywhere, and sustainable products can be trendy. Aswell probably most of the strivers are doing some kind of sports so recycling can be more of a easy lifestyle thing to do instead of a obligation and an additional task to fullfill.
FINAL OUTCOME : the box