Overfished

Issue Overfishing is one of four main issues destroying the pacific ocean and because of these other factors (ocean acidification, climate change & habitat destruction) overfishing is a problem now more than ever. These factors all effect each other as well as contribute to the overall threat of unsettling nature’s long-standing balance of various ecosystems and biodiversity. Tuna is one of the worst affected species by overfishing as the demand for their meat is so high. Central Proposition Communication design can create a trans-media campaign that will encourage consumers to purchase sustainably caught tuna and educate them as to why they should be doing so . Call to action Stop overfishing tuna by purchasing only sustainably caught Tuna. Target audience The main target audience are consumers, specifically the grocery shopper of a household. Consumers are the essential audience in making a change as they have they ability to influence the demand of tuna with the purchases they make. The more people that are informed of how destructive purchasing endangered tuna species the better. Industry employees and businesses will be faced with huge loss when there is no more or very little fish to catch. Many heavy fish eating nations and islands will be depleted of their major source of food and income if something isn’t done. Client Greenpeace is the client, who are working hard within the industry to redefine the regulations of fishing quotas and fishing methods striving for a more sustainable future. Their motivation is ultimately to save the future of tuna from going extinct, and to clean up the method and regulations of fishing so other species are not killed along with the tuna. Concept The purpose of the campaign is to raise awareness and educate people on why they should make sustainable tuna choices. Also to draw the audiences attention to the hard truths of the state of the worlds fisheries. I created a colour palate that was attention grabbing but not overwhelming, and a graphic style that was lively and fresh. I wanted to stay away from harsh photographic images and put a more positive spin on it, as I feel people relate more to positive reenforcement. The aim was to make the campaign a talking point of pop culture and to make stylish, the trend of being a sustainable shopper. This reflects and extends on the current macro trend of transparency and knowing everything about what you are putting in your body and how the way in which it made it to you, effects the environment. It is about making social change as easy and accessible to the masses as possible. Just want to get people thinking and talking. Persuasion technique used is appealing to vanity and making it fun. User Flow 1. Social Media The #fishface4tuna selfies are the first point of contact with the audience and start the conversation and element of mystery and curiosity. People want to be a part of the next trend and have the chance to be featured on the popular site or merchandise. 2. Print media The posters help the users make the connection to #fishface4tuna and gain a further understanding of the campaign. They lead the users to the website. 3. Website The website secures the complete understanding of the capaign and educates the user about the issue and what they can do to help. 4. Merchandise The merchandise is the last point of contact in the campaign and the most long term solution. The tote bags have all the information and the T-shirts also sustain the conversation about the cause. 5. Change Consumers are now more aware of the impact they have on the state of fisheries and the environment and feel encouraged and informed about making sustainable tuna choices.