KATIE
DOLAN
Louise
Advertising Student
WORLD WILDLIFE FUND
The aims of this campaign were to engage 14 to 24 year olds to the point of action and communicate that
our relationship with the planet is reciprocal: we need the planet and the planet needs us. For this
campaign I wanted to create a slogan that would appear across all platforms. It needed to reflect
the fact that when animals' habitats are destroyed they cannot fix it. Thus, as a result I chose the
slogan: YOU HAVE A CHOICE. THEY DON'T. I chose to use homonyms in conjuction with this
strapline. Hononyms can be described as "two or more words having the same spelling or
pronunciation but with different meanings and origins". For example: allowed or aloud,
for or four, which or witch, whether or weather, weak or week, knight or night etc.
PRINT ADVERTISEMENTS
Bear or Bare? This is one of my final pieces of work. I have placed a grizzly 'bear' next to a polar bear enclosure on a zoo map. I wanted it to inform people that if they don't change their habits bears will become extinct, their closure will become 'bare'.
Buy or Bye? This is my personal favourite. It is suggesting that by buying products made out of exotic animals you are effectively killing that animal. Therefore, I have mad the handle into a noose around the leopards neck. This is the most effective poster as it requires no thinking. People will see the imagery and read the text and will automatically understand
the message that I am trying to portray.
SCAMPS
For this campaign I decided that posters could be influential if they are displayed in the correct places. I wanted the posters to be simple yet effective. Therefore, I chose to use both shocking imagery and text. Below are two scamps of the types of posters that could be created. These posters would be displayed at bus stops or in train stations,
typical places that my target audience would go to.
Meet or Meat? This suggests that animals can either be killed for food or they could be looked after in a zoo. I wanted the imagery to reflect that it is all dependent upon what humans do, the animals don't get a say in the matter.
Dye or Die? This scamp suggests that chemicals from shampoo, bleach, paint etc. poured down your sink drain can
'dye' water and kill the animals. I made the chemicals in the water resemble a tornado to connote death.
BUZZFEED
Despite the posters and experiential advertising I felt another platform still needed to be established whereby the target audience who wish to make a change know what it is they have to do. I decided that creating a Buzzfeed would be a good way of implementing this strategy. The Buzzfeed would be set up to inform people about the changes they need to make in order to have a positive effect on the planet. This platform needed to link to other parts of my campaign. Therefore, I again decided to use Homonyms.
For example: Pause or Paws? This idea aims to get people to stop and ‘pause’. It aims to get people to turn off their television or mobile phone for 10 minutes less each day. This should help to prevent pollution and save animals or ‘paws’.
Threw or Through? This idea is all about getting people to recycle their rubbish. I.e. People ‘threw’ their rubbish, which can be harmful to animals and can even kill them. Hence, the word ‘through’ meaning ‘gone’.
Chews or Choose? This idea aims to get people to eat less meat. I.e. they can ‘chew’ their food or they can ‘choose’ a vegetarian alternative.
EXPERIENTIAL ADVERTISING
I decided to generate some experiential advertising. I thought the target audience would be more likely to take action if they had witnessed or been involved with an outdoor campaign. The idea was to place completely destroyed bus stops next to original un-damaged ones. The slogan ‘You have a choice. They don’t’ would be positioned above these pieces of advertising.
Therefore, the target audience know they still have a choice, whereas animals don’t. This type of advertising would be replicated for park benches, rows of seats in a university lecture theatre etc.
