Reduce Commercial Fishing
A campaign strategy
Challenge
With the government continuing to not deliver on their pledge to reduce commercial fishing and sourcing food products from countries that use trawling and other overfishing methods, there is a need for the people of Britain to rise up together and point the blame at the government. Without people campaigning against commercial fishing our oceans will be destroyed. A well designed campaign is needed that uses environmentally friendly materials and pushes for change in legislation.
Outcome
From this challenge came #ReduceCommericalFishing. This campaign uses a cohesive design that works together and communicates the desperate attempt needed to push for change. A set of posters, stickers and social media were produced in order to be used in protests and community gatherings.
Skills
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Brand strategy
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Brand Design
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Marketing & Advertising
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Adobe Illustrator
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Adobe Photoshop
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UX/UI Design
Overview
The current problem we face in the UK is that Boris Johnson has been warned that current fisheries legislation do not go far enough. Oceana, an NGO established for ocean conservation, told the Express that there was “no strong evidence” that the UK fisheries were becoming more sustainable, and called on the Government to do more to end overfishing with it's post-Brexit powers. The UK Government isn’t doing enough to reduce the overfishing crisis. We need to reduce commercial fishing and introduce more regulatory measures.
Change the perception of the youth based around fish and consuming fish. A collective that change patterns in consumer behaviour encourages growth in niche sectors of a market. An example of this can be seen in the relation between changes in British diets to the increase in vegetarian and vegan options in supermarkets. As more and more people decide to reduce the meat that they eat, there is entrepreneurial opportunity to invest in producing food that caters to a rising industry.
This is the cycle of recruitment that I had planned at the development stage of this project. The concept for this idea was to think of how to continually grow the campaign using different deliverables. This acts as a sort of user journey and explains how the user will use the campaign to encourage others to join as well.
Cycle of Recruitment
Poster Design
The hardest part of creating a design for change is engagement with the user. To design stickers and have them physically sticker bomb an area tightens the group of people that are actively creating change in society. People have busy lives. Naturally its hard for young adults to find the time to attend protests which is why the hashtag is important as well as it allows people that cant attend the protests join in and feel like they are a part of the movement. mThe posters provide information to people that are casual and can have impact on their diets. A simple poster close to a supermarket has an 81% impact on purchasing with young adults.
The heading of the posters uses irony to reflect how the government is not taking commercial fishing seriously. It is paired with body text that informs people about the current issue and also uses the hashtag that links the posters to the social media.
Sticker Design
The stickers have 2 different formats. The long strips are for covering over windows on companies and they contain QR codes to be scanned which contribute to the cycle of requirement. The circular stickers use imagery and the colour scheme which are there to be used as decoration for areas that are holding protests.
App Design
The main use of the app is to read and understand the current crisis of overfishing from experts in their relative field. The app works like instagram, with stories at the top of the app's home page that people can post, as well as main articles on the feed and posts that tell users where the next protests are going to be held. Having an app designed for a campaign is very effective in keeping an audience and increasing the number of participants in protests.
Instragram Assets
The Instragram posts use the posters messaging as well as posts that advertise the app and the hashtag that’s used to see all the posts and community evolved in pushing for legislation change.
Conclusion
Overall this project was effective as it allowed me to learn more about commercial fishing and its problems. The design of the campaign was efficient in communicating the irony and mockery the government is makuing out of the issue by pushing and restricting legislation that is vital in conservation and protecting the ocean from commercial fishing.
I found it particularly interesting creating the cycle of recruitment which was used to encourage more people to join together and protest against the governments actions. I think that the Instagram posts were particularly important in reaching a lot of people as well as having the hashtag the main title of the campaign so that people can search it on social media.
Going forward this project could be taken on and applied to make real change as this issue is continuing to be a pressing issue in sociality. Everyone needs the ocean and we need to protect it from overfishing.
