Research (done by Me and Ellie)
UK marine life: Jellyfish, Octopus, Turtle, Seal, Dolphins, Whales, Puffins- Upwards of 300 MILLION tons of plastic are consumed each year.
- According to study from Plymouth University, plastic pollution affects at least 700 marine species, while some estimates suggest that at least 100 million marine mammals are killed each year from plastic pollution.
Animals most affected:
Sea Turtle - Like many other marine animals, sea turtles mistake plastic waste for a viable food source, sometime causing blockages in their digestive system. As many as 50% of sea turtles are ingesting plastic at an unprecedented rate, and dying because of it.
Seals and Sea Lions - They can become entangle in a variety of ocean debris including fishing nets, lines and lures. Also, there are a number of seals and sea lions that become entangled in plastic bags or plastic packaging bands leading to injury and death. An eight-year study documented 388 sea lions entangled in plastic debris. Young seal and sea lion pups tend to play with marine debris, not knowing the harm they can cause. Packing bands are sometimes found in the marine environment tangled up in a big ball, which could certainly be alluring to a curious sea lion. When they do get wrapped around or embedded in a seal or sea lion’s neck, the wound can be horrific and expose the animal to infection.
Seabirds - Plastic pollution leads to the death of millions of marine bird species each year. The Laysan albatross has been especially deeply impacted by plastic debris through their hunting techniques. An estimated 98% of Albatross studied are found having ingested some kind of plastic.
Fish - They are increasingly at risk to microscopic plastic debri, as they bring in water through their gills. Microscopic marine debris could take up to six time as long for the animal to rid themselves of in comparison to ingesting the debris orally. Micro plastics are tiny pieces of plastic that have degraded over time. In 2014, an estimated 15 - 51 trillion micro plastic particles were floating in the world’s oceans weighting between 93,000 and 236,000 tonnes. 80% of micro plastics are from land-based sources like bottles and bags.
Whales and Dolphins - Whales often mistake marine debris for a potential food source. In some species, the whales mouth is so large it unknowingly picks up plastic debris. Hundread of species of cetaceans have been negatively impacted by plastic pollution in the past two decades. The obstructions often puncturing and tearing the stomach lining, leading to starvation and death.
Existing Campaigns:
Keep Britain Tidy - ‘Great British Spring Clean’ 2-4 March 2018
Aim: ‘To bring people
across the country together to clear up the litter that blights our towns,
villages, countryside and beaches’
‘We want to inspire
500,000 people to get outdoors, get active and help clear up the rubbish that
lies around us. Join our growing army of #litterheroes, who have had enough of
other people’s litter and are willing to do something about it.
Ambassadors and
celebrity endorsement by Steve Backshall
Marine Conservation
Society - Beachwatch Beach Clean
Almost 7,000 people took
part in the Great British Clean in September 2017.
Removed 225,209 pieces
of litter from 339 beaches.
Surfers Against
Sewage - Beach Cleans
Organised events
Organise your own SAS
beach clean
Do a #minibeachclean
No beach clean near you
and you don’t have the time
Yorkshire Wildlife
Trust
Beach Clean at Spurn
National Nature Reserve
Help Clear our Waves of
Waste
Surprising finds during
the Beachwatch Big Week
Brand Identity (constructed by Me)
Name: 'Ocean Heroes'Mascot: Seal
Aim: To educate children about and get them to respect the UK marine life, with an event to get them to clear trash from the UK beaches, and earn rewards at the end.
Audience: Children, Parents, Schools
Event Structure:
- Parents/School see 'Ocean Heroes' promotional materials and sign their child/family/school up
- For each child/participant a one-off fee of £20 is paid
- Before the scheduled day, each participant will receive an invitation. The invitations will differ according to weather the participant is a child, or school institution. Inside the invitation there will be all the details of the day eg. timetable, location, date, as well as tips on how to prepare for the day. eg. wear warm clothes, waterproof shoes.
- On the day, the participants will arrive to the designated location at 9am. A welcome presentation will be shown to both students and parents, going over the events of the day and other important details. All children will at this point receive an 'Ocean Hero' water bottle. 9:15 - 9:30am.
- Next, the children (and parents if they wish) will go off to do a workshop, which will educate about the issue we are tackling, as well as engage and get everyone excited about doing their part to help the cause. 9:30 - 10:45am.
- After the workshop, there will be a small break. 10.45-11am.
- After the break, the participants will all be handed their 'Ocean Hero Kit', which will include items such as: trash bag, gloves, high-vis cape, trash pick-up stick, a badge. How to use all the objects within the kit will be explained as well as some health and safety notices eg. do not pick up glass. 11-11:15am.
- The participants will now make their way to the designated beach area where they will commence the beach clean up. Ambassadors will be looking after the children/participants throughout the day. eg. making sure no one lingers off, picks up something dangerous etc. 11:15 - 12:15 pm.
- After the clean up session, all the trash collected by each participant will be gathered and weighed. 12:15 - 12:30pm.
- Next there will be an hours lunch. 12:30 - 1:30pm. There will be a choice of weather to eat lunch outside (if it's a nice day) or inside.
- After the lunch, the children/participants will be taken to see the animals that inhabit the beach they were clearing. 1:30 - 2:30pm.
- Lastly, a certificate/reward ceremony will take place. Each child participant will receive a certificate, that has their name and the amount of trash they collected. The children participants will also receive a plush toy of the 'Ocean Hero' mascot. Each school group will receive an additional certificate, stating how much trash overall the children have collected. 2:30 - 3:00pm.
Certificate Content:
This certificate is awarded to ................... for collecting ................... of litter, helping save the lives of hundreds of ocean animals, and being a true OCEAN HERO!
This certificate is awarded to ....................... for collecting ..................... of litter, helping save the lives of hundreds of ocean animals, and being a school filled with OCEAN HEROES!
Invitation Content:
You are invited to become an OCEAN HERO!
Where? ................
When?..................
What will you need?
Packed Lunch
Warm clothes
Waterproof Shoes
What will be happening?
9am - Arrive
9:15am - Welcome OCEAN HEROES!
9:30am - OCEAN HERO Workshop
10:45am - Break
11am - OCEAN HERO Beach clean up
12:30pm - Lunch
1:30pm - OCEAN HEROES Meet the animals
2:30pm - OCEAN HEROES Reward ceremony
3:00pm - Go home
Designs
Idea Moodboard:
Existing Mascot Research:
Mascot Design (by Janice):
As a team, we decided upon a seal being our mascot. This was because the seal is a common animal around the shores of UK, and also an animal that children like and could look up to and get excited about. As the campaign is called 'Ocean Heroes', we wanted to make the mascot something of a 'hero' itself, and something the children/audience could look up to. For this reason, we wanted the seal to have a cape and a heroic stance. The cape and the stance is something that can be applied and used as a symbol throughout the branding and campaign.
The mascot design done by Janice was based on the British common seal. The colour of the seal is grey/brown to reflect the common British seal. The cape is red because that is the colour that would be easiest for the children/audience to associate with capes and superhero's. The pose of the superhero serves the same purpose.
Logo Design (by Ami):
The colours for the logo design are also the colours we choose as the brand identity colours. We choose these colours as they are bright and therefore would be appealing to our audience/children, as well as have connotations with the ocean (eg. water, sand, sea shells, seaweed etc)
The logo design done by Ami was inspired by the 'Aquaman' superhero logotype. The letters are bold and rounded, creating a strong and heroic feel. A drop shadow was added to make the letters/name appear 3D and as part of the ocean itself. The logotype sits on the ocean floor/the 'sand', and is surrounded by sea shells and seaweed to reinforce this idea. The mascot seal is part of the logo, as it brings the whole picture together and allows the feel/atmosphere of the campaign to be communicated clearly, especially to our young audience.
Social Media (By Ellie):
For the Social Media, we thought that creating a snapchat filter for the one day event at the location would be appropriate in spreading word about the campaign/organisation. The snapchat filter is aimed at parents and volunteers, as of course primary school children are unlikely to have smartphones and use snapchat.
The snapchat filter design done by Ellie, shows the 'Ocean Heroes' logo. This was chosen as the logo clearly communicates the brand purpose and atmosphere. Simply the logo would make the viewer curious about what 'Ocean Heroes' is and what is happening on the beach. This would spread the word amongst parents and teachers/schools. The 'Ocean Heroes' logo and mascot can also be used throughout other social media platforms, such as on twitter, facebook, Instagram and etc.
'Ocean Heroes' Kit (By Kat):
Containing everything
you need to be the perfect OCEAN HERO!
When the children arrive at the beach they will receive an Ocean Heroes’
starter pack which will help accompany the child on their scheduled activities
for the day.
All items will be labelled with their function and the whole bag will be
returned at the end of the day for future use.
· Ocean
Rubbish collection bag
Purpose: Used to hold the rubbish collected
by participant.
Considerations : Due to the abundance of existing plastic bags
in the sea and the damage that
this causes to sea life and ocean pollution. The bag will be made of a
sustainable material, such as a rubber mesh as this is re-useable and therefore
sustainable.
The material will be a
fine mesh so that it can be used to collect all of the small bits of debris as
well as the larger objects.
· Safety
Gloves
Purpose: The
participant must wear these when collecting ocean debris to prevent their hands
from getting dirty or cut on sharp items.
Considerations: Again,
due to the sustainable aims of Ocean Heroes’, the gloves will be made of a
sturdy re-useable, and easy to wash material, so that they can be used for
future trips.
E.g. Strong rubber
· Net
Purpose: The
participant may need a net to collect rubbish which is floating or too far away
to reach. The handle could have an extending mechanism to help reach items
which are further away or generally out of reach.
Considerations: Compact,
can fit in the kit along with other items
· Ocean
Hero cape
Purpose: For the
younger children, a clip on cape will be included to make the child feel like a
real super hero and further enforce their role for the day.
Considerations: Washable, sturdy, re-useable (for future children), HI -
VIZ /brightly coloured, also works as a way of spotting the children.
· Information
Card
Purpose: Laminated information
card detailing the kind of rubbish to look out for and how that plastic/
material is contributing to the endangering of a particular species.
E.g. An image of a
plastic beer holder could get caught around the necks of penguins/ turtles.
Invitation and Certificate Design (By Me):
The invitation's purpose is to inform the audience (children, parents and teachers) of the key information they need to be able to prepare themselves for the event: the date/time, location, 'what to bring' and 'what will be happening'/timetable. The invitation design is adaptable to different times, locations and children. The dotted line for the 'name' of the child, allows the child's name to be written in by pen, making it more personal for the child. This would make the child feel more special, as if they are personally being called upon to become a 'Hero'. The design of the invitation follows the 'brand guidelines' we created, utilising the mascot, the logo design, and the colour guidelines to create a cohesive look across the campaign material. The small illustration details such as the sand ocean floor, the seaweed, seashell, and speech bubble give the invitation more substance, as well as appealing more to the children audience as they enjoy illustrations. The speech bubble coming from the mascot encourages the children to attend the day by stating "see you there!", as well as makes the mascot feel more realistic and like a 'friend' to the children, rather than just a 2D illustration. The typeface we choose for the brand was 'Futura'. This is because the typeface is quite bubbly and bold, making it appealing and easy to read for the audience of children, as well as parents and teachers.
The purpose of the certificate is for it to be presented at the end of the day, as a reward for the children. The certificate would state the child's name, and how much litter they had collected that day. Stating how much litter they collected would give the children a bigger sense of achievement, something they can be proud of and show off. The design of the certificate follows the 'brand guidelines', and is in a similar style as the invitation design. This was done to keep the brand material cohesive and communicate the brand messages clearly throughout. The design of the certificate uses the brand 'colours' and illustrative elements in a balanced way; the composition surrounds the text on the certificate, bringing focus on the child's name and the achievement. Designing and giving the certificate to children is appropriate, as children enjoy getting certificates and like to have something as a momentum to remember and be able to proudly show off what they have done. The certificate will also be a reminder to the children of what they have learnt, and hopefully influence their life in the long run, as they will remember the experience and be less likely to litter.
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