free the bubble DESIGN DOCUMENT // MICHELLE RUSLI
1 min to chew 1/2 hour to REMOVE >>
INTRODUCTION The gum pollution issue have bombarded the whole of Sydney Australia. The aim of this design document is to introduce to the city of sydney council a number of strategic design prototype that could help combat the rise of this issue. We thanks the City of Sydney council for taking this campaign into considerations.
WHY FREE THE BUBBLE? THE SYDNEY CITY ARE HAS BEEN PLAQUED BY MILLIONS PIECES OF CHEWING GUM
THE IMPACTS : Unsighty > Unhygenic > Does not decompose > Forms Bacteria> Difficult and is expensive to clean up > Cause bad reputation for tourist > Has potential risk to pets and wild animals > Has negative impacts on our environment and human habitat >>
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CAMPAIGN OVERVIEW Free the bubble Campaign is aimed at addressing the
Overall, on behalf of the City of Sydney council the
increasing number of chewed gums being immorally
campaign is here to raise awareness on the gum
disposed by people of the general public throughout the
pollution issue. That is becoming a huge concern to
Sydney city area, particularly on to public pavements,
our society today and even though the target audience
public transports, chairs and walls. To tackle this issue
knew that littering is illegal. Yet they are still very vague
the projects aims to:
as to what kinds of environmental consequences it could lead up to in the future as well as the severity of
* Enhance the audience decision making process
this issue.
through educating and informing them with important facts and consequences of dropping gums on to public
Hence to improve the quality of life for those entire
areas.
residents that has been affected by it, we need to control the behaviour patterns of the targeted audience
* Give the target audience the opportunity to take
by changing their perspective and attitudes towards the
action against this rising issue
gum pollution issue.
* Direct them towards different kinds of long terms alternatives for discarding their gum
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OUR CLIENT The City of Sydney council is known as Australia’s iconic face to the world and international gateway that is in charge of operating more than 32 suburbs. Some of these suburbs are Redfern, Glebe, Darlinghurst, Alexandria and Zetland. The City of Sydney Council has more than 150,000 residents, 350,000 workers and 450,000 visitors per day.
It is currently in a strong financial position with an appreciating asset base. Which, continues to trail its vision of meeting local resident’s needs
The Sydney city council has never been a part of any gum pollution campaign. Thereby, if we compare it to our national competitors. We have a small disadvantage in dealing with this issue.
However, with the free bubble campaign in place, we are confident in succeeding when it comes to preventing our city from some serious deterioration
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AUDIENCE show some concern but takes their own life as the main priority.
The behaviours that these people adapt are that already know that it’s wrong to drop gum, so does it discretely and feel guilty afterwards.
The reason as to why they’ve decided to drop gum in the first place is because they were lazy and does now want to get close the bin, have less awareness, Chewing gum has a very broad consumer market where some consumers chew it infrequently while others chew it on a day to day basis.
does not know the consequences, could not find a bin around, trying to break the boundaries and lastly. they thinks it’s fun and looks cool to do so .
This campaign solely focus on people of the general public whom love to chew gum but dispose them immorally throughout the Sydney City Area.
To be more specific people with this kind of behaviour mostly applies to female, ages 15-24, younger, lower middle class, employed, the Y generation, large family as well as hard working people with busy lives whom
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BRANDING DESIGN SPECIFICATIONS :
Font Name : TitilliumText15L TitilliumText15L Bold ‘Free the bubble’ campaign aims to be the number one brand in Sydney Australia to tackle the issue of
Colour Pallete Blue : C 70 % M 15 % Y 0 % K 0 %
gum pollution. Through this brand we aim to create a friendliness approach to stop our audience from disposing their gum recklessly on to public areas while ensuring
Black: C 100% M 100% Y 100% K 100%
Other colours:
that our city will always stay clean and beautiful.
Green : C 32 % M 0 % Y 32 % K 0 % The intention of designing this logo is to create a fun, happy, bold and exciting atmosphere for our audience so
Light Blue: C 63 % M 14 % Y 16 % K 0 % Cream: C 41 % M 7 % Y 16 % K 0 %
that they don’t feel angry or annoyed when being asked to throw their gum into the bin.
Neon Green: C 36 % M 0% Y 51% K 0%
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METHOD AND APPROACH ‘Free the bubble’ campaign will be one of the largest campaigns to be run by the City of Sydney council. The campaign would last for duration of at least three years or so up until the gum pollution issue have been deducted or solved.
As a means of approach, their will be a production manager whom will be incharge of launching new and innovative ideas every 2-3 months to keep the audience alerts and to prevent them from getting bored from the old media.
Also prior to the lauch of this campaign we would gather a group of people from the City of Sydney council to watch the lauch so we could make a big scene for publicity.
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INSTALLATIONS Installations will be the most effective and efficient tools to stop the impact of gum pollutions on our society. Our audience is able to take notice of this media as they are walking or strolling for places to dropped their chewed gum.
GUM ART //“ A form of art where artist paints there design on an chewing gum
MEDIA PLAN Artists from all around sydney are invited to an special event organized by the City of Sydney council where they are allowed to paint an unique piece of artwork on the gum and prefeberarly there design must be gum pollution related. Where it would carry a meaningful message to the intended audience.
ADVANTAGE * A simple form of art, that is eye catching * Cheap * Easy to Notice *
has the ability to unite all the artist together
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PEDESTRIAN CROSSING // MEDIA PLAN Our logo will be painted on the zebra crossing; this is effective means of tool for workers, and children’s going to school where they could create a huge discussion with their parents regarding the issue
ADVANTAGE: * Has the most people walking across it daily * Childrens and Teenagers will get attracted to it easily
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SPOT LIGHT //“ to be placed at Kingscross MEDIA PLAN Kingscross has the highest rate of gum pollution and is famous for its night life. The best way to raise awareness in this area is to install spotlights along the pathway. That way we’ll have the highest rate of audience to take notice of this campaign.
ADVANTAGE: * Strategic media for people
who lives there
* Will definitely get noticed on friday and saturday nights
when people are queeing up to go
the bars or clubs
* Easy to Install
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GUM BIN //
MEDIA PLAN This is a special bin that has been design to cater those people that could not be bothered walking up it. Our audience could have fun by trying to spit their gum through these holes.
ADVANTAGE:
* Fun and something different for the audience * A long lasting way to stop Gum pollution * Easy to install * Has the ability accumulate all the gum into one area *
Can be found anywhere at the city of sydney area
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TV INSTALLATION //“A good way to reach the international market
MEDIA PLAN Touch screen Tv will be installed at the middle of the pathway and the scene that is played on the TV is actually placed at the same location of where it has been taken. The only difference if the people and the action their doing
ADVANTAGE:
* Interesting * Bring discussions * Technological * Interactive * The tv is multifunctional, when someone comes over and touches it. They can read facts and information on gum pollution under 19 different languages
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ONLINE I MEDIA As a majority of our audience are tech Savy and spent most of the time on the internet. This becomes one of our most reliable and convenient source of media to reach our intended audience
WEBSITE // MEDIA PLAN The first media that will be launch for this campaign is the free the bubble campaign website where it would be translated into many different languages like chinese, japanese and etc. So it could be understood by all those people that could not read or speak english. The website would also be interactive with video clips and animation. Nevertless it would also be easy to use with an straightfoward navigation system to caters those people that aren’t familiar with using the computer.
ADVANTAGE:
* Cheap *
Fast
* Effective and Efficient *
Realiable
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AD DIVISION//
MEDIA PLAN To reach our intended audience we would also try to branch of our campaign and linked to as many popular sites as possible like our clients website The city of Sydney council website as well as the City rail website. So when they click on the link it would automatically direct them onto our website. Where they could find out more about upcoming events or facts on the gum pollution issue.
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AD DIVISION//
MEDIA PLAN For our audience to know more about our campaign, we would update events or importants facts of gum pollution daily on twitter and we would also create interesting discussions on facebook for people to respond too. In terms of Youtube we would play an short animation clip on gum pollution to increase a greater awareness for this campaign.
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STORYBOARD // MEDIA PLAN This is the storyline that would be played on youtube the scene starts off with a really busy street with people dropping their gums on to the pavements, then multiple hand will reach out from beneath the ground to capture all these gums. At the very end all those gum will be accumulate together to send our intended message across ( I minute to chew 1/2 hour to remove)
MUSIC/SOUND: * The sound of an really busy street * Footsteps /Someone running * A soft music playing at the background
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PRINT MEDIA The simplest form of marketing tool. and although one might say that the print medias is curently becoming less persuasive because it has been use to repetitively. The free bubble campaign have chosen to take on the minimalist approach to doing things. This is simply because we believe that via this approach we could make our design more appealing to the crowd.
MX NEWSPAPER // MEDIA PLAN
Mx newspaper is distributed in the afternoon for free all around Sydney Australia. It targets the young and affluent market or in other words a generation that has been driven by aspiration and as MX is the only daily commuter newspaper in Australia, it has attracted a loyal readership that is still experiencing growth. For example in 2009 MX reaches over 314,000* reader in Sydney and Hence, if we advertise our campaign on Mx we are more likely to get noticed by all the other medias and audiences in Sydney
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POSTERS //“ to be placed at bus and trams stops
MEDIA PLAN These two poster will be placed at the bus and tram stops because gums pollution occurred the most in these areas.
ADVANTAGE: * The basic form of marketing tools * Easy to be noticed by people of the general public * Minimal colour pallete used * Strong and Effective design
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GUM WRAPPERS // MEDIA PLAN Mini version of the poster will be printed out on to recycled paper and they would act as an Gum wrappers. This way the targeted audience would not have the excuse of spitting their gum on to public areas. Also these gum wrappers would come in two different version. The first one is an individual sheets of paper and the other one is in an form of an packet containing 1o sheets of paper inside and they could be taken for free from any supermarkets or stores through out the Sydney city area
PRINTING SPECIFICATIONS: * Trim To size 5 X 5.5 * Print on to Recycled Paper ADVANTAGE: * Convenient * Easy to use * Light
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PAINT BY NUMBERS // MEDIA PLAN Paint by the numbers is a special poster where the audience is encouraged to stick their chewed gum according to the colour palette given. This is extremely fun and a good alternative for the intended audience
ADVANTAGE: *Artistic *Enjoying * Attractive * A long term Solution
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T-SHIRTS// MEDIA PLAN Three versions of Free the bubble T-shirt would be worn on the day of publicity by the spoke persons and other participants or voluteers from the City of Sydney council.
It could also be purchased from our website if people from the general public are keen to have one, and they would cost approximately $15 not excluding the shipping fee.
OTHER USAGE: For this campaign we would also have volunteers that would visit all the public school and high school all around the sydney city area to raise awareness on the gum pollution issue. Where they would be wearing the tshirt while giving a powerpoint presentation on this campaign and playing some sort of fun activities with the childrens and the best student would be given our creatively designed T- Shirts.
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CREDITS// Chasin, Robert. Chewing gum litter is solved with new eye catching bin. 25 Jan 2007. 2009 <http://www.ewire. com/display.cfm/Wire_ID/3637>.
Chesterfield Borough Council. Campaign to crack down on gum bandits. 07 Jul 2007. 2009 <http://www. chesterfield.gov.uk/lowgraphic/default.aspx?CATID=12 1&CID=3741&CH=3&ttype=full>.
Fletcher, Anthony. Gum litter campaign promises success. 12 May 2006. 2009 <http://www. confectionerynews.com/Processing- Packaging/Gumlitter-campaign-promises-success>.
Global Dental Sources. Chewing Gum. 20 May 2008. 2009<http://www.globaldentalsources.com/info/ news/news_view.asp?id=35495>.
Patel, Prachi. â&#x20AC;&#x153;Nonstick Chewing Gum. 05 09 2008. Technology Review. <http://www.technologyreview. com/communications/19486/?a=f>
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