I decided to take forward the Save 15 idea, I thought the best alleys to go down were producing my advert on media that wouldn’t contribute too much towards global warming…leaflet, direct mail would just scream out hypocrite! So I looked at using a website, app and poster campaign.
The whole idea of the campaign was to start small, just getting people to contribute 15 minutes, an amount of time that goes in a flash, an amount of time that we so regularly waste and just let pass by using it unproductively. When doing my research I found that scientific studies show that people aren’t great at waiting for things in the future, we have a now perspective that has become worse and worse with the fast technology that we’re so used to, people won’t act until climate change is literally affecting them or their loved ones. We seem to be so immune to things about climate change, it’s always be something that’s in the distance future and because it doesn’t affect us then we don’t seem to care about doing anything. I know reducing climate change isn’t meant to be convenient but if we want people to get involved then we have to start somewhere and I think making it convenient is that place to start. The idea is that as people gradually get used to doing things for 15 minutes it will then become routine, then they will start to take on more things to save the environment, bit by bit, step by step we will achieve the big goal.
I knew that I wanted the poster to be the thing that attracted people to the website and then to the app so I started there.
I found it really difficult to decide on a good tag line that would attract people’s attention enough for them to read it. In the brief it had also stated that they wanted the campaign to make people think about their personal impact on the environment so I thought I could do this through the campaign. I tried to find a tag line that would make people realise the negate impact they would have on the future generation.
I thought this would make people think and it definitely wouldn’t be something that would normally be associated with climate change, but that was the problem with it, it just looked way too much like a child abuse poster…back to the drawing board.
I was running out of time for the D and AD deadline and so I decided it would be too late for me to go out and take photographs so I went for a purely typographical poster, again I tried to use an emotive tag line. After pages and pages of spider diagrams, asking more people their opinion and a few more pages of notes I came up with a few tag lines that I created into posters:
I thought I’d come up with the answer in my Stop Wasting Our Time poster (the last version) however after speaking to my tutors they advised me to limit the text and change the layout of the main title to make it more eye catching, also to add more colour.
I change the title to “Stop what could you do in 15 minutes?’ and after a few visuals copied these ideas onto the computer. This changed title was also a slightly changed idea, it would be a competition, and when people scanned the QR quote it would take them to the website and they could enter the most impressive thing they could do in 15 minutes, with the chance of winning 15 minutes of fame (they would be shown in the TV campaign doing the impressive thing they could do in 15 minutes)
I wasn’t happy with any of these, there was just way too much text to fit in…so I got rid of some of it!
My finished poster was a lot simpler, it was too the point and had as little text as possible, the black was used to make certain words stand out more and the green was subliminal, so that people would relate it to climate change, and it was also the colour of the logo, website and app.
These posters would be put anywhere where people spend time waiting, a bus stop, the back of a toilet door, an escalator etc.
(Can’t upload poster until D and AD have judged)
The idea of the website would be that it would be the first thing you would go to, when you scan the QR code this is where you would be directed to. The website would be able to tell you what you could do to reduce your carbon footprint (incase you didn’t have a phone that could download apps) it would also explain more about the campaign and why climate change is such a threat. Not only this but you can also enter the competition through the website and the app is downloadable from the website. I know that not everyone owns a computer but computers are so readily available and now you can look at websites on your phone too, not only did I want to use a website to reduce the amount of paper produced with this campaign but I also wanted to aim my campaign at 18-40 year olds. I found that actually the older generation tend to be environmentally friendly because they’ve been brought up in a generation that saves, they want to save money as so will reduce their energy wastage and they tend to use public transport as they have a free bus pass or walk. The age that are most wasteful are those that don’t need to worry too much about money and who tend to be lazy and they are also the people who use the internet and electronic devices the most. I chose not to aim my campaign through children as not everyone in this age bracket have children and I know that climate change tends to be something that is actively taught in schools, it is on the curriculum and encouraged in school, I know that when I was younger I was the one encouraging my parents to do things because I’d learnt about it at school so I think that adults with kids seem to do more than the average person for the environment anyway.
I wanted the website to follow a similar theme to the app so I chose to keep the colour scheme the same and keep it simple, I also used the same icon, the circle with the quarter highlighted to show this consistency. I wanted to use a very contemporary design, using the full screen, I chose to use few photos as I thought it was in keeping with the the simplistic design of the poster and I thought it would be difficult to use images that would show the real future of climate change,
I knew what I wanted the app to do, it was going to remind people daily of things that they could do for 15 minutes that would reduce climate change, I knew that I wanted to have a Home page, a Today page and a Reminder page, I also wanted to link it to social media. As I began designing the app I ended up coming up with further ideas, such as having the Profile so that people could have suggestions that were personal to them. I tried out a few initial designs and different fonts:
I used the circle with a quarter of it highlighted in all my symbols, I felt this linked the Save 15 idea really well with my contemporary app design. However I felt this overall interface design was a like too childlike, not only that but it didn’t really have much to do with the environment.
So I played around with it a little more and got some inspiration from other apps leading me to decide on this design:
I liked this style and decided I liked the colours I’d used in the first design the most. It was clean, the icons made each screen easy to understand and the opacity reduced icon in the background made it easy to know what part of the app were at. I decided to change the font used so that it would match the font used on the poster.
I chose to extend the competition that I spoke about in the poster, I decided to extend it into a marketing campaign that would general awareness of the whole competition. I wanted to do this by having a save 15 stand in every city, this is where people would showcase their 15 minute talents, they are then shown on big screens, the best ones are put on the national TV advert.
The TV advert
As I mentioned the TV advert would be made up of clips of people’s 15 minutes talents, this would be the 15 minutes of fame part of the campaign. Hopefully this would encourage people to get involved by social media, filming each others 15 minute talents and then posting them on Facebook and instagram and such like. The whole idea of this is that it will get people thinking about the Save 15 campaign, get them on the website, downloading the app and so therefore changing the environment.