Course Design Strategy | Mentors Dina Shahar | Year 2020
NATE - Fight littering with a unique brand language, blending layers, texture, loudness, and modernity to seize attention and drive action. Our mission is to raise awareness and spark behavioral change through bold visuals and impactful messages, confronting this critical environmental challenge head-on.
The project began with a survey assessing individuals' approach to street litter. The responses provided valuable insights that guided the development and direction of the project because let's face it.. nobody wants to pick up someone else's garbage.
The campaign contact points
1. Billboards - Posters in public areas to further raise awareness and get people to join the community
2. Public Booths - Personal interactions to raise awareness and give out merchandise - starting an active community to encourage picking up litter.
3. Social Media - Start a litter pickup challenge on social media platforms and an app to get incentives #Now_You
The conclusions from the survey clearly show that:
1. People won't pick up litter if there is no trash bin nearby, not knowing how long they will have to walk around with litter or go out of their way to throw it out.
2. It's gross! Nobody wants to touch someone else's trash not knowing how long it's been there or what germs it might carry.
Food Truck - The first assignment was to create a practice poster incorporating the design language and using street-related elements.
'You Gonna Join?' - This poster began the social campaign to entice people into picking up litter by using local icons (The city of Jerusalem) and the design language to grab people's attention.
Public Booths - Creating personal interactions on the streets. NATE representatives explain the campaign and give out merchandise to motivate people to join the community and gain incentives
Litter Stick - Addressing one of the most common barriers to picking up litter - this collapsible stick keychain provides a solution to collect litter without direct contact.
User Flow Chart - From learning about the campaign to earning incentives, this flow chart shows how the campaign works. It was important to include local businesses in the campaign to support the cause and encourage people to take action locally.
