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SAY NO TO

PLASTIC POLLUTION ACTION RESEARCH by Namhee Hyun


research question “Can graphic design motivate people to recycle and reduce the usage of plastic products in order to prevent further Marine plastic pollution?�


PLASTIC

(VEGTER ET AL. 2014)

PLASTIC

PLASTIC

Mass production of plastic just began 1950’s

PLASTIC PLASTIC PLASTIC PLASTIC PLASTIC PLASTIC PLASTIC PLASTIC


In

1988 In

2010

30 million tons of plastics were produced.

265 million tons of plastics were produced. (VEGTER ET AL. 2014)


Over 170 MARINE SPECIES have been recorded to INGEST plastic wastes. (VEGTER ET AL. 2014)


More than 100,000

MARINE ANIMALS DIES EACH YEAR from ingestion and entanglement of plastic debris found in ocean. (VEGTER ET AL. 2014)


RESEARCH PROPOSAL /

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CONTEXTUAL RELEVANCE

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Despite the growing issues related by plastic pollution there are few people who are aware of ‘marine plastic pollution’ among us. Although it is impossible to fix the marine pollution at once, it can be significantly prevented if only people remember to purchase recyclable products only, always recycle the plastic products after use, and reduce the usage of plastic products. This research has two ultimate aims: • to raise awareness about the growing issues of Marine Plastic Pollution to people • to inform people how we can take action to prevent further plastic pollution happening in ocean.


MIND-MAPPING FOR

RESEARCH


MIND-MAPPING FOR

RESEARCH


exemplars of SIMILAR research PRACTIONERS


SIMILAR PRACTITIONERS 01 Aurora Robson "Plant Perception" Aurora Robson is famous for interpreting plastic debris (mostly PET bottles) as the materials for her organic sculptures and installation. Aurora Robson, Plant Perception. 2014, plastic debris, aluminum rivets, tinted polycrylic, mica powder and stainless steel aircraft cable, 65′ x 12′ x 7′. Noble Energy, Houston, Texas. Available from: aurorarobson, http://www. aurorarobson.com/uploads/2/3/8/7/23872254/4326161_orig.jpg (accessed 30 Mar. 2016).


SIMILAR PRACTITIONERS 02 Aurora Robson is a multimedia artist famous for interpreting plastic debris (mostly PET bottles) as the materials for her organic sculptures and installation. She is a founding artist of Project Vortex, international group of artists, designers and architects working with plastic debris. Until Lli Larratea, Play Rethink. 2007, Cardboard game. Available from: Silvia Barbero and Brunella Cozzo. now, the plastics debris Ecodesign. Ullmann, 2009. Page she has salvaged from 280. oceans and landfills estimates about 30,000

Lli Larratea "Play Rethink board game" This creative and ecological game challenges the players to ‘rethink‘ of the everyday objects with alternative design solution based on the principles of eco-design.


SIMILAR PRACTITIONERS 03 Dave Brown

and

Gen Nagy

"Tree Ring Magnet for Greenpeace"

Dave Brown and Gen Nagy, Tree Ring Magnet for Greenpeace. 2006, Campaign magnets (prototype). From: Silvia Barbero and Brunella Cozzo. Ecodesign. Ullmann, 2009. Page 324.

A guerrilla campaign by Greenpeace. Printed magnets mimicking a section of a treetrunk, which says, “If you and every other household in the U.S. replaced just one roll of paper towels with 100% recycled ones, we could save 544,00 trees.�


SIMILAR PRACTITIONERS 04 Adam Taylor "Our Oceans Aren’t The Only Ones In Danger" This poster series is also a ‘marine plastic pollution’ campaigning poster for Surfrider. The playful replacement of the humans taking the role of marine animals that are threatened by plastic debris strikes (bitter to say this) more attention and impaction to the viewers. Adam Taylor, Leo Burnett, Andy Dilallo, Brendan Donnelley, Guy Futcher, Our Oceans Aren’t The Only Ones In Danger. 2012, poster series, digital. Sydney, Australia. Available from: 9e09b643868427.56075d05d90dc.jpg (accessed 30 Mar. 2016).


SIMILAR PRACTITIONERS 05 Zoo Victoria "Seal The Loop" ‘Seal The Loop’ is an educational program that is established by Zoo Victoria in 2010, to raise awareness of fishing line entanglement through community education and by installing specially designed bins for fishing wastes disposal in fishing locations. Zoo Victoria, Seal The Loop. 2010~, educational program and fishing line bins. Available from: http://www. dolphinmarinemagic.com.au/sealtheloop (accessed 8 April. 2016).


SIMILAR PRACTITIONERS 06 TBWA\Hunt\Lascaris "Feed SA"

TBWA\Hunt\Lascaris, Feed SA: Trolley. May 2008, ambient campaign, poster on trolley. Johannesburg, South Africa. Available from: http:// www.adeevee.com/2008/01/feed-sa-trolley-media/ (accessed 12 May. 2016).

‘Feed SA’ is a charity dedicated to feed the increasing homeless and hungry people across South Africa. They placed a photo of a child begging for food on the base of shopping trolleys so that the groceries seems to be offered to the homeless child. ‘See how easy feeding the hungry can be?’


SIMILAR PRACTITIONERS 07 TBWA\RAAD "Witness Against Torture"

TBWA\RAAD, Witness Against Torture: Elevator. December 2007, guerrilla campaign, poster on elevator. Dubai, UAE. Available from: http://adsoftheworld.com/media/ambient/elevator?size=_original (accessed 12 May. 2016).

'Witness Against Torture" is a campaign done by human rights group protesting against the brutal actions held upon the prisoners at Guantanamo Bay. "More than 90% of Guantanamo detainees are held without charge and in extreme isolation. Help stop the abuse."


contributing theoretical discourse


theoretical discourse 01

Necropsy found large mass of plastic debris protruding from it’s stomach and an empty intestine, which lead to the conclusion that the swallowed plastic debris likely caused a gastric rupture and eventually died of starvation.

02

Marine wildlife is impacted by plastic pollution through entanglement, ingestion, bioaccumulation, and changes to the integrity and functioning of habitats.

(VEGTER ET AL. 2014) (DE STEPHANIS ET AL. 2013)

03

Zoos Victoria similarly reports more than 1400 seals become entangled in Australian waters each year, along with numerous sea birds, reptiles, and other marine mammals (Zoos Victoria, 2013).

(PEARSON ET AL. 2014)


05 04

The study reveals that the amount of plastic debris will outweigh fish in the ocean in just 30 years unless drastic action is taken to recycle.

(NEWTON. 2016)

The recycling rates in Queensland are low, where only 77% of newspapers and 18% of plastic packaging are recycled. The webpage demonstrates how to 'Reduce' 'Re-use' and 'Recycle' in detail by breaking the informations into sub-categories on the waste-types and methods.

(EHP. 2015)


CREATIONAL OUTCOMES & the process


POSTER design I've decided to juxtaposition the two main imageries - the pen illustrated marine animal and the photography of a real plastic debris - to imply clear and simple relationship between the two imageries - the marine animal being the victim and the plastic debris (caused by human) being the bully.


TAKING IDEA NOTES FOR CREATIVE OUTCOMES


TAKING IDEA NOTES FOR CREATIVE OUTCOMES


THUMBNAIL SKETCHES


THUMBNAIL SKETCHES


ILLUSTRATIONS FOR POSTER


After a brief presentation with Lorraine, she advised me to narrow down the campaign focus from 'Marine Plastic Pollution' to 'Marine Wildlife' and suggested the 4 best posters that directly reflects the impacts on 'Marine Wildlife' done by 'Plastic Pollution'.


- The THIRD refinement after PEER CRITIQUE


SEAL

"MORE THAN 1400 SEALS BECOME ENTANGLED BY PLASTIC DEBRIS IN AUSTRALIA EACH YEAR." "Entanglement causes serious impairment to marine animals’ survival, as a result of strangulation, loss of limbs, gaping wounds and infections."


SEA TURTLE

"86% OF SEA TURTLE SPECIES ARE IMPAIRED BY THE ENCOUNTER WITH PLASTIC DEBRIS." "Leatherback Sea Turtles are listed as critically endangered species by IUCN. These Leatherback Sea Turtles often eat plastic bags mistaken for jellyfish, which are their main prey."


SPERM WHALE

"SAY NO TO PLASTIC POLLUTION." "A young sperm whale was found dead in the Mykonos Island in Greece Sea with more than 100 items of plastic in its stomach."


TAKE AWAY CUP

"SAY NO TO PLASTIC POLLUTION." "Your little inconvenience in plastic-less life will save many lives of marine species."


LEAFLET design The posters were enough to raise awareness but the posters alone weren't enough to inform people how to take action to prevent further marine plastic pollution. This leaflet contains the basic information - of why plastic pollution is a threat to marine animals, the origin of the plastic debris, and how we can take action to prevent it.


LEAFLET MOCKUPS


LEAFLET MOCKUP #1


LEAFLET MOCKUP #2


miniature test print of leaflet design #2


The LEAFLET The leaflet is designed to spread out in graphics page-information page order, which makes the information on the outside page that is spreading out will correspond to the image on the direct left page. Like infography.


- POSTERS ON PUBLIC SPACE . . .


bus stops


SHOPPING MALLS


SUBWAYS


- GUERRILLA CAMPAIGN

Guerrilla marketing is the act of executing an unusual or unexpected marketing activity in a common, everyday place in order to generate a buzz for products or services.

“What Is Guerrilla Marketing? - Definition, Strategies & Examples�, Study.com, accessed May 3, 2016, http://study. com/academy/lesson/what-is-guerrilla-marketing-definitionstrategies-examples.html


ELEVATOR

Inspired by the 'Witness Against Torture' campaign, I thought of using the elevator as the platform of the campaign would be effective as an extension of the campaigns inside the supermarket, which suggests to use reusable shopping bags instead of plastic bags to save the marine animals. Hope this will remind people to bring reusable shopping bags next time.


- AMBIENT CAMPAIGN

Ambient advertising is about placing ads on unusual items or in unusual places you wouldn’t normally see an ad. “What is Ambient Advertising?”, Creative Guerrilla Marketing, accessed May 3, 2016, http://www.creativeguerrillamarketing. com/guerrilla-marketing/what-is-ambient-advertising/


CAMPAIGN AT SUPER MARKET (Trolleys, Market Floors, Counters and Walls) Inspired by the 'Feed SA' campaign, I thought my posters would be effective if they were displayed at the supermarket (especially the trolley where people place the products they ought to purchase) since it can directly effect the viewers to reflect on the consequences of their decision when buying plastic products.


REFLECTION posters

I wanted my posters to be more interactive so people can engage with my poster naturally without effort. That's why I chose to use the platform I'd be displaying my posters, wisely.

leaflets

If I had more time I wanted to focus more on guiding people how the prevention to marine plastic pollution can be done by changing everyday habits.


SAY NO TO PLASTIC POLLUTION