Campaign plan for the Climate Council

A NATIONAL AWARENESS CAMPAIGN

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EXECUTIVE SUMMARY

DESIGN

BACKGROUND

IMPLEMENTATION

THE BRIEF

CONCLUSION

THE STRATEGY

REFERENCES

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EXECUTIVE SUMMARY

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limate change is a growing concern, as carbon emissions are drastically changing our planet, including rising temperatures and sea levels.

Carbon dioxide levels in the atmosphere have increased by more than 45% since the Industrial Revolution and are now the highest they have been for at least 800,000 years (Climate Council, 2021).

Currently, food production contributes 26% of global carbon emissions (Kateman, 2020).

So what can we do about it? I don’t believe the challenge is changing people’s perception on climate change, more-so giving Australian’s more ways to enact change. That’s why the Planet Positive Diet would be a great initiative for the Climate Council. By helping people choose foods that minimise their carbon footprint, a Planet Positive Diet has the potential to improve the health of our planet as well as the people who follow it.

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B A C K G ROU ND A study conducted in 2020 predicts, that even if we stopped the use of all fossil fuels, the emissions generated from our global food systems would push the global temperatures past the 1.5°C goal in a few decades (University of California, 2020).

Because what we eat makes up for around a quarter of the worlds greenhouse gas emissions, it's an area that has a lot of potential for improvement.

Thankfully climatarian diets are gaining in popularity. According to experts like Dr. Daniel Boyer “A climatarian diet can promote health and also preserve the environment” (Chaney, 2021).

seasonal produce and choosing more plant-based foods over animal-based food products, it's not only the planet that will see the benefit.

A planet positive diet aligns with known healthy eating practices like the medeteranian diet. However, consuming a diet rich in fruits, vegetables and plant-based proteins will also significantly reduce global greenhouse carbon emissions.

A lot of us plan our meals to support our health goals, but how many of us know how to plan a planet positive menu? This campaign will fill that gap.

By avoiding highly processed foods, souring locally grown and

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BENCHMARKING

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TH I NK.EA T.SA VE UNEP, FAO AND PARTNERS

In 2013, the Think.Eat.Save Reduce Your Foodprint campaign was launched by the Save Food Initiative, in partnership with the U.N. Environmental Programme (UNEP), FAO, and other partners, in an effort to accelerate action and provide a global vision and information sharing portal. Changing the pattern of waste and reducing its negative effect, hoping to inspire more people to act (Gunders, 2013).

The campaign ran across the following touchpoints • Feature in UNEP Our Planet magazine May 2013 • Dedicated website, Facebook page and Twitter account • Posters, infographics, flyers • Media releases across multiple partner sites UNEP, FAO, NRDC, The Borgen Project, EU Fusions, Peppermint magazine • Goodwill Ambassador Gisele Bündchen featured on NBC cooking show (O’Connor, 2014, p10) • Key theme of World Environment Day, June 5th 2013 #ThinkEatSave - video featuring Gisele Bündchen and Don Cheadle Strengths:

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02 Y O U R PLA STIC DIET WWF AUSTRALIA In 2019, WWF Australia launched a fully integrated campaign to highlight the outcomes of a study by the University of Newcastle that, on average, people could be ingesting up to 5 grams of micro plastic each week, which is the equivalent weight of a credit card. The campaign message ‘Your plastic diet’ led the concept and featured recongnisable household objects made of plastic to make the message more relatable and impactful (Shaw, 2019).

The worldwide campaign featured across the following touchpoints: • Dedicated website that allows people to take a test that approximates their likely personal weekly plastic consumption • Hero film - digital and television • Outdoor signage • Direct mail out to influencers, journalists, business leaders and government officials Strengths: • Quantifiable research • Relatable and memorable through use of everyday objects

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S A VE TH E A RC TIC GREENPEACE Since 2012, Greenpeace (2022) has been running a targeted campaign Save The Arctic’ to encourage people to help stop the oil industry from drilling in the Arctic Ocean. In 2013 the movement was supported by celebrity photographer Andy Gotts and UK fashion designer Vivienne Westwood who spent 18 months to photograph almost 60 celebrities wearing Save the Arctic T-shirt’s. These were strategically place on either side of the escalators feeding the Waterloo underground that’s close to the Shell Centre, the oil producer involved in oil exploration of the Arctic (Vivienne Westwood, n.d.). The images were recommissioned again in 2020 and creatively matched with a set of endangered Arctic animals formed out of the same T-shirts with punchy call to action messages, asking viewers to sign the petition Strengths: • High profile celebrities • Eye catching imagery • High traffic area Weaknesses: • They could have added a QR code to take users to the Greenpeace website, adding an interactive element to the posters.

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L E S S M EA T, LESS H EA T WILDAID In 2016, Chinese based non-profit organisation WildAid, created a public service announcement to encourage Chinese citizens and Amercian's to eat less meat, in an effort to reduce global greenhouse gas emissions (GHG). The hero video stars American actor and Governor Arnold Schwartzenegger, James Cameron and Li Bingbing (Grager, 2016).

Strengths: • High profile celebrities meant lots of free press coverage • Strong catch phrase "Less meat, less heat, more life" • Facts driven messaging • Strong comparisons - meat's produces more GHG than all transport combined • Highlights the effects that meat consumption has our health Weaknesses: • It's an older campaign but I couldn't find any supporting posters or downloadable factsheets.

• The video message was to conveying a bleak future which might not motivate all viewers

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POSITIONING

New Media

Media

Corporate

Community

Traditional Our campaign The Planet Positive Diet campaign will use more new media, like QR codes and an interactive app.

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Education

Strategy

Conventional

Innovative

Action Our campaign The Planet Positive Diet campaign stick to fairly conventional methods to educate and predominately encourage the audience to take action.

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THE BRIEF 1.

W HAT

The campaign will be sponsored

by Climate Council Australia and will focus on promoting a planet positive diet, to educate and create action.

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WH Y

Food production contributes 26% of global carbon emissions and even if we stopped the use of fossil fuels, the emissions generated from our global food systems would push temperatures past the 1.5°C goal.

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WHO

The target audience is predominately woman aged 26 to 55 years, living in metro areas.

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WHEN

The brand can be launched on World Environment Day, Sunday 5 June with the intention that it will continue on as an ongoing entity.

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WH E R E

This campaign will be run nationally by print, digital and via social media.

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HOW

Outdoor advertisement at metro tram, bus and rail stations.

Facebook advertisements that also run across Instagram.

Dedicated website and app.

Merchandise, like t-shirts to help the movement grow in popularity. Strategic Google Adwords targeting, as well as YouTube ad placements.

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THE ST R A T E G Y

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ampaign goal is to appeal to our audiences aspirational selves. To provide them with the incentive to have a more positive impact on the planet. We don't want to focus on the negatives as I think we all can agree that we know what they are. Instead we want the Planet Positive Diet to become a movement!

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THE AUDIENCE

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THE CONCEPT The Planet Positive Diet campaign will provide Australians with the knowledge and motivation to choose food that will benefit both themselves and the planet. With an uplifting and energetic colour palette, clean and simple graphics that re-enforce to the audience that this is a no fuss method. With less processing, less packaging and less impact on the planet.

The main image for this campaign is an illustration of planet earth sitting on the top of a fork, like a piece of fruit.

This image concisely represents to the audience that food consumption is at the heart of the issue.

Brand values The following keywords capture the brands tonal values: • Encouraging • Energetic • Honest • Uncomplicated

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MOODBOARD

DP

DESIGN PROCESS The moodboard conveys the process behind the initial thought that then led to the brands identity.

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#5dbe7f #6c8 mediumseagreen hsl(141,42%,55%) rgb(93,190,127) #7cccbf #8dc mediumaquamarine hsl(170,43%,64%) rgb(124,204,191) #2f84fe #38f dodgerblue hsl(215,99%,59%) rgb(47,132,254) #f9f9fa #fff ghostwhite hsl(240,9%,97%) rgb(249,249,250) #272e38 #234 darkslategray hsl(215,17%,18%) rgb(39,46,56)

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The initial concept sketches were put through a user evaluation process. While the focus of all concepts were quite similar, one concept stood out as a clear favourite.

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THE GUIDELINES LOGO

TYPOGRAPHY Poppins Semibold Regular

Eds Market Main Script Script

Abril Text ExtraBold Accents

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COLOUR PALETTE Primary colours

THISTLE

DARK SLATE GRAY

MEDIUM VIOLET RED

#EABECE

#3C3B39

#C0215D

RGB(234,190,206)

RGB(60,59,57)

RGB(192,33,93)

CMYK(0,30,4,0)

CMYK(67,62,63,54)

CMYK(7,99,46,0)

Secondary colours

LIGHT CYAN

MEDIUM AQUA MARINE

WHITE SMOKE

#D5F2F5

#77BFB4

#F0F1ED

RGB(213,242,245)

RGB(119,191,180)

RGB(240,241,237)

CMYK(18,0,5,0)

CMYK(67,0,36,0)

CMYK(4,2,5,0)

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THE DESIGNS

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IMPLEMENTATION

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WEBSITE

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ANIMATION Click to view video https://youtu.be/LNIyeDEcbWw

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SOCIAL MEDIA

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MERCHANDISE

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REFERENCES Baxendale, S., Macdonald, E., & Wilson, H. (2015).

The Impact of Different Touchpoints on Brand Consideration. Journal Of Retailing, 91(2), 235-253. doi: 10.1016/j.jretai.2014.12.008 BETA. (2018). Energy labels that make cents: testing energy rating labels on appliances sold online. https://behaviouraleconomics.pmc.gov.au/sites/ default/files/projects/beta_report_energy_labels_ that_make_cents.pdf Bon Appétit Management Company. (2021). Low Carbon Diet. https://www.bamco.com/timeline/lowcarbon-diet/ Carbon Trust. (2019, April 3). Research reveals consumer demand for climate change labelling [Press release]. https://www.carbontrust.com/news-andevents/news/research-reveals-consumer-demandfor-climate-change-labelling Chaney, T. (2021, December 28). What Is a Climatarian Diet? Science-Based Tactics for Eating Healthier and Eco-Friendlier. EcoWatch. https://www. ecowatch.com/climatarian-diet-2656158350.html Climate Council. (2021). About Us. https://www. climatecouncil.org.au/about/ Climate Council. (2021, November 25). Burning Issue: The Black Summer film all Australians must see. https://www.climatecouncil.org.au/resources/ burning-issue-black-summer-film-all-australiansmust-see/

Gunders, D. (2013, January 22). UNEP and FAO Launch Think.Eat.Save., Global Campaign Against Food Waste. NRDC. https://www.nrdc.org/experts/ dana-gunders/unep-and-fao-launch-thinkeatsaveglobal-campaign-against-food-waste Green, M. (2019, September 22). Big companies commit to slash emissions ahead of U.N. climate summit. Reuters. https://www.reuters.com/article/usclimate-change-un-business/big-companies-committo-slash-emissions-ahead-of-u-n-climate-summitidUSKBN1W7028 Heart Foundation. (2020, August 20). Heart Foundation launches powerful Hand on Heart campaign [Press release]. https://www. heartfoundation.org.au/media-releases/heartfoundation-launches-brand-campaign Impact Snacks. (2020, September 25). Impact Snacks: making everyday snacking sustainable. Kickstarter. https://www.kickstarter.com/projects/impactsnacks/ impact-snacks-positive-change-for-people-andplanet/description Kateman, B. (2020, June 20). Carbon labels are finally coming to the food and beverage industry. Forbes. https://www.forbes.com/ sites/briankateman/2020/07/20/carbon-labelsare-finally-coming-to-the-food-and-beverageindustry/?sh=40ddabbd7c03 Melissa Parodi. (n.d.). Eat for the Earth. https://www. melissa-parodi.com/work/eat-for-the-earth

Department of Industry, Science, Energy and Resources. (2021, November 30). National Greenhouse Gas Inventory Quarterly Update: June 2021. https://www.industry.gov.au/data-andpublications/national-greenhouse-gas-inventoryquarterly-update-june-2021

O’Connor, C. (2014). Think Eat Save: Preventing Food Waste Globally [PowerPoint slides]. UE FUSIONS, EPM 2014. https://www.eu-fusions.org/index.php/ epm-2014/category/20-consultation-sessionquantification-measuring-for-impact-efficiencyoctober-31-2014

Friedrich, J., Ge, M., & Pickens, A. (2020). This Interactive Chart Shows Changes in the World’s Top 10 Emitters. World Resource Institute. https://www. wri.org/insights/interactive-chart-shows-changesworlds-top-10-emitters

Patrick, R., Garad, R., Snell, T., Enticott, J., & Meadows, G. (2021). Australians report climate change as a bigger concern than COVID-19. The Journal Of Climate Change And Health, 3, 100032. doi: 10.1016/j. joclim.2021.100032

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Planet Zero Bunbury. 2022. Planet Zero Bunbury. http://www.planetzero.com.au/ Quorn. (2020, September 10). Marketing for good: Quorn takes steps to help consumers save the planet. Campaign. https://www.campaignlive.co.uk/ article/marketing-good-quorn-takes-steps-helpconsumers-save-planet/1693962 Shaw, K. (2019, June 12). Grey Malaysia launches WWF campaign that reveals plastic ingestion by people could be equating to a credit card a week.

Campaign Brief Asia. https://campaignbriefasia. com/2019/06/12/grey-malaysia-launches-wwfcampaign-that-reveals-plastic-ingestion-by-peoplecould-be-equating-to-a-credit-card-a-week/ The Australia Institute. (2021, October 13). All time high of 75% of Australians concerned about climate change [Press release]. https://australiainstitute. org.au/post/all-time-high-of-75-of-australiansconcerned-about-climate-change/ University of California - Santa Barbara. (2020, November 5). To limit global warming, the global food system must be reimagined. ScienceDaily. www. sciencedaily.com/releases/2020/11/201105183739. htm United Nations. (2021). What Is Climate Change? https://www.un.org/en/climatechange/what-isclimate-change Vivienne Westwood. (n.d.) Save the arctic campaign. https://www.viviennewestwood.com/en/westwoodworld/save-the-arctic-campaign/ IMAGES: Image 1: World Resource Institute. (2020). Interactive Chart Showing Changes in the World’s Top 10 Emitters [Infographic] https://www.wri.org/insights/ interactive-chart-shows-changes-worlds-top-10emitters Image 2: Bon Appétit Management Company. (n.d.).

Eat Low Carbon website home page [Screenshot]. http://www.eatlowcarbon.org/

Image 3: Quorn. (n.d.). Take a Step in the Right Direction campaign [Image]. https://www. campaignlive.co.uk/article/marketing-good-quorntakes-steps-help-consumers-save-planet/1693962 Image 4: Otarian. (n.d.). I went for a burrito and stayed to save the planet [Image]. https:// www.campaignlive.com/article/ogilvy-launchesad-campaign-worlds-first-low-carbonrestaurant/996052 Image 5: Just Salad. (n.d.). Eat for the Earth [Image]. https://www.treehugger.com/just-salad-introducesclimatarian-menu-5081536 Image 6: Moonshot. (n.d.). Welcome to the climatefriendly food movement [Screenshot]. https:// moonshotsnacks.com/ Image 7: Impact Snacks. (n.d.). Impact Snacks for people & planet [Image]. https://www.greenqueen. com.hk/impact-snacks-worlds-first-carbon-positiveplant-based-superfood-bars-with-compostablepackaging/ Think.Eat.Save: Image 1: Video screen grab of Gisele Bündchen from the World Environment Day promotional video [Screengrab]. https://www.pinterest.com.au/ pin/126804545731008810/ Images 2 – 5: Think.Eat.Save. Logo, infographic, poster and publication cover [Image]. https://www.unep.org/thinkeatsave/ resources?%2Fresources=&keys=&type=All&page=1 Your Plastic Diet: Image 1: Video screen grab of campaign message ‘Your Plastic Diet’ [Screengrab]. https://www.youtube. com/watch?v=rET9pdBzb8E Image 2: Photograph of the campaign direct mailout [Photograph]. https://www.dandad.org/awards/ professional/2020/231703/your-plastic-diet/ Images 3 – 6: Artwork for the ‘Your plastic diet’ campaign [Images]. https://campaignbriefasia.

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com/2019/06/12/grey-malaysia-launches-wwfcampaign-that-reveals-plastic-ingestion-by-peoplecould-be-equating-to-a-credit-card-a-week/ Save The Arctic: Image 1: Montage of eight ‘Save The Arctic’ campaign posters by Bonfire Creative Intelligence for Greenpeace [Image]. https://creativepool.com/ greenpeace/projects/greenpeace-save-the-arcticcampaign Image 2: Poster featuring a whale made from T-Shirts [Image]. https://www.behance.net/ gallery/100283501/Greenpeace-Save-The-ArcticCampaign Image 3: Photograph of the posters at Waterloo station [Photograph]. https://creativepool.com/ greenpeace/projects/greenpeace-save-the-arcticcampaign Image 4: Gotts, A. 2020. Photograph of Pierce Brosnan in a Save The Arctic t-shirt [Photograph]. https://www.dailymail.co.uk/tvshowbiz/ article-8509257/Celebrity-photographer-Andy-Gottsremembers-favourites-shoots-30-year-career.html Image 5. Section of the polar bear constructed from t-shirts [Image]. https://www.behance.net/ gallery/100283501/Greenpeace-Save-The-ArcticCampaign Heart Foundation: Image 1: Screen grab from 30sec campaign video – The Heart Foundation [Image]. https://www.adnews. com.au/news/hand-on-heart-an-integrated-brandcampaign-to-raise-funds-for-research Image 2: Video screen grab of trainee Cardiologist Geoff Page [Image]. https://www.thirdsector.com.au/ heart-foundation-launches-powerful-hand-on-heartcampaign/ Image 3: Yellow Wiggle, Greg Page, featuring in the Hand on Heart campaign [Image]. https://hitechglitz. com/yellow-wiggle-greg-page-stars-in-the-heartfoundations-hand-on-heart-national-campaign/

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Moodboard: Image 1: New Africa. (n.d.). Fresh green citrus leaves on white background [Image]. https://stock.adobe. com/au/images/fresh-green-citrus-leaves-on-whitebackground/310056794?prev_url=detail Image 2: Vinogradova, N. (n.d.). Earth Day poster [Vector]. https://www.vecteezy.com/vectorart/294535-earth-day-vector-illustration Image 3: MintSwift. Hands holding the earth for Earth Day [Vector]. https://www.pinterest.com.au/ pin/365073113553388793/ Image 4: Footprints. (n.d.). Calculate your Carbon Footprint [Screenshot]. https://github.com/Achiaga/ carbon_footprint#readme Image 5: Earth Hero. (n.d.). Screen grabs of the Earth Hero app [Image]. https://causeartist.com/appsoffset-your-carbon-emissions/ Image 6: Klima. (n.d.). Mock-up of Klima app with greenery [Image]. https://causeartist.com/appsoffset-your-carbon-emissions/ Image 7: Vinogradova, N. (n.d.). Earth Day poster [Vector]. https://www.vecteezy.com/vectorart/300342-earth-day-vector-template-for-cardposter-banner-flyer Personas: Image 1: Блажин, A. (2021). Elegant girl sitting on a stool [Picture]. https://www.pexels.com/photo/ elegant-girl-sitting-on-a-stool-10867234/ Image 2: Nilov, M. (2021). An elderly woman in white shirt wearing glasses [Picture]. https://www. pexels.com/photo/an-elderly-woman-in-white-shirtwearing-an-eyeglasses-8307331/ Image 3: Muhamad, A. (2021). Asian man in black suit with white background [Picture]. https:// unsplash.com/photos/hq2LVeFz4a0 Mockups: Mockup Hunt. (n.d.) Bus Stop Billboard Sign MockUp. https://mockuphunt.co/products/bus-stop-billboard-

sign-mockup-1?_pos=2&_sid=94638df4d&_ss=r Mockup Hunt. (n.d.) Bus Stop Billboard Sign MockUp. https://mockuphunt.co/products/bus-stop-billboardsign-mockup?_pos=3&_sid=94638df4d&_ss=r Allies Interactive. (n.d.) Website Landing Page Layout. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=317064016 99designs. (n.d.) Example of three different screen sizes for responsive website design. https://99designs.com.au/blog/tips/responsive-webdesign-key-tips-and-approaches/ French. J. (2022). Planet Positive Diet Facebook page [Screenshot]. https://www.facebook.com/ planetpositivediet Mockup Hunt. (n.d.) White Canvas Tote Bag MockUp. https://mockuphunt.co/products/white-canvas-totebag-mockup?_pos=3&_sid=8c40746f3&_ss=r Mockup Hunt. (n.d.) T-Shirt Mockup with Happy Woman. https://mockuphunt.co/products/t-shirtmockup-with-happy-woman Artwork: 123levit. (n.d.) Fork and knife illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=353882575 Aleksangel. (n.d.) Tomato illustration [Vector]. https://stock.adobe.com/au/search/ images?filters%5Bcontent_type%3Azip_ vector%5D=1&hide_panel=true&k=tomato&search_ type=usertyped&asset_id=211176842 Belokrylowa. (n.d.) Egg illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=188653935 Comauthor. (n.d.) Collection hand drawn arrows [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-8875-

4e15ae50b8b9?asset_id=404802822 Elena. (n.d.) Falafel pita wrap illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=356211073 Grapes, N. (n.d.) Planet and hands illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=326030750 Mast3r. (n.d.) Vegan sources of protein illustrations [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=341331712 Natis. (n.d.) Mango illustration [Vector]. https://stock. adobe.com/au/Library/urn:aaid:sc:AP:689a9ed890ab-4439-8875-4e15ae50b8b9?asset_ id=206394475 Natis. (n.d.) Chicken drumstick illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=250474121 ONYXprj. (n.d.) Top view of coffee in cup illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=249995833 Sunnydream. (n.d.) Tuna steak illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=253501775 Tartila. (n.d.) Corn cob illustration [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=258673680 Tartila. (n.d.) Fruit and vegetable illustrations [Vector]. https://stock.adobe.com/au/Library/ urn:aaid:sc:AP:689a9ed8-90ab-4439-88754e15ae50b8b9?asset_id=254399378

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Jasmine French 102715869 DDD30048 Communication Design Strategy Assignement 2B Campaign proposal 13 February 2022