OUGD503 - Waste Not, Want Not & Wrap - Initial Ideas

OUGD503 - Waste Not, Want Not & Wrap - Initial Ideas

As these three briefs all relate to one another, it is in the best interest to create a concept that can be spread across all three of these briefs. This concept can then be spread across all different mediums. I feel it best to create a concept that shows that you are a part of a group which supports protecting the environment  and within this, comes different campaigns - the first being recycling, an ongoing campaign. This concept allows scope for other issues to become campaigns, therefore allowing future development. 

Becoming a part of this group, I intend to make a symbol which will allow people to recognise the group, and perhaps with aims to make it somewhat trendy to show that you are an earth warrior. The primary audience therefore will be young people, targeting the campaigns mostly, at students. I feel this best as a lot of young people nowadays have more liberal attitudes with regard to social and cultural issues and are more likely to be more supportive of protecting the environment. 

Deliverables:

- Focus Group and/or Survey
- Produce a recycling campaign concept
- Campaign imagery presented in a mood board
- Campaign Name
- Overall message - strapless/blurbs
- Communications plan

Considerations:

- Background 
- Aims
- Understanding the issues
- Defining the target audience 
- Developing communication solutions
- Campaign budget

Collateral for Campaigns:

- T-Shirts
- Logo
- Stickers
- Badges
- Pins
- Posters
- Campaign Flyers
- Website Banners
- Infographics 
- Pamphlet
- Vehicle Livery
- Ad Shells
- Pull up banners 

Research:

- Focus Group 
- Survey 
- Interview 
- Useful Resources
- Previous/current Student campaigns
- Research papers/statistics
- Art & Social change - what makes a successful campaign 

While researching into previous/current student campaigns, it was found that the campaigns were more successful when being offered the chance to win something. In my own experience, I know this to be true as the last two employers I have worked for (Waitrose and Wetherspoons) recycling is highly regarded and something that everyone contributes to. This is because if you recycle you gain a bonus, thus the more you recycle the bigger everyone's bonus will be. This concept of rewarding certainly is effective and it is human nature to strive/work for something if there is something in it for ourselves. This concept may be difficult to achieve as this campaign is something that I would aim to be something that could be applied nationwide. However, it is interesting/relevant knowledge so still however could be an interesting concept.  

Previous/Current Student Campaigns

- Low Participation Areas: Case Study 2 – Preston City Council - Improving participation – a communications campaign for transient student populations 

Achievements and results 

Work in October 2006 resulted in 500 extra recycling box requests in one student area. This work helped increase set-out rates for the kerbside recycling scheme by 10% in the target area. A total participation rate of 57% was achieved over the period of the ‘Beans’ campaign, which is much higher than other inner city terraced areas dominated by student rented occupation.

The campaign also generated extensive local media coverage, which helped publicise the council’s recycling message to students in Preston. The media coverage also helped promote the campaign to local residents. 

http://www.wrapcymru.org.uk/sites/files/wrap/Improving-participation-a-communications-campaign-for-transient-student-populations-Preston.pdf