Rationale

Our project is aimed towards children aged 5 – 8 years old. We are imploring them to attend a beach clean-up at Lyall bay by telling them that they will be a beach hero. Our call to action asks children to care about the animals at the beach and take measures to protect them by ‘defeating’ (picking up) rubbish at the beach clean-up. Our campaign attracts this target audience through the use of bold graphic shapes, bright colours, and commanding statements/rhetorical questions. We also used onomatopoeia’s to make the teaser posters more emotive and eye-catching. These aspects are a pastiche of comic book and pop art styles. We created our illustrations in a simple vector style to relate to the age group we were targeting. In these illustrations we gave rubbish human characteristics to make them the ‘baddies’ which helps the viewer associate rubbish with negativity. In all of our illustrations we made a point to never show the face of the hero character so that children of any gender or race could visualise themselves in the place of the hero. In our posters we only show the ‘baddies’ (rubbish) to introduce the idea that the beach needs cleaned up. As the user journey progresses through the flyer and the website more animals are included in the illustrations to turn the message more positive until the final touchpoint, the certificate, only includes animals (as the beach is cleaned up).