Rationale

Our target audience for the Beach Cleanup campaign is children. We have used the notion that trash isn’t only consumed once, and will remain in the food chain, “You dump it… You eat it”. The poster uses pathos to appeal to the viewers, and make them feel grossed out and keen to make a difference. The Cleanup Claw is a way of making picking up rubbish fun and entertaining for the kids, while also ensuring better hygiene and safety. The website is our most informative piece, although the playfulness of the hovers and style allow it to still appear child-friendly and easy to navigate. Our stylistic approach appeals to children with the use of simple shapes, bright colours, and friendly characters, which allows us to make the event seem exciting and playful for those who attend. The narrative grows across the strategy, as shown in the User Experience list below.

Before
Poster- Used to advertise the event, and directs audience to website.

Website- Part of the website is dedicated to advertising the events, as well as having sections explaining why we are running this cleanup campaign.

During
Cleanup Claw- The claw is used during the event, as a way of making kids want to participate, making the event more enjoyable and fun, rather than disgusting.

After

Flyer- The flyer is handed out after participating in the event to say Thank You. It also has a link to our website in case the participants haven’t seen the poster prior.

Website- The website has sections dedicated to organising future clean-ups, as well as a list of clean-ups to attend in the future. Our flyers and posters can also be downloaded for future use at their own events, as well as ordering our cleanup claws.