Tag Archives: advertising

Nudging towards saving water

16 Jul

Heard of KOREFE – Kolle Rebbe Form und Entwicklung? That’s the Hamburg-based Design and Innovation Agency that created the brand Stop The Water While Using Me for which it received the Red Dot 2010 Best of the Best award (and quite a few more too). Where best to grab us and nudge us to stop using so much water? In the bathroom! And that’s where the range of products by this company are typically used, as are yesterday’s soap and the-day-before-yesterday’s soap.

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Towards happier hens

21 Mar

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A somewhat older (2004) but currently timeless ad on hen’s eggs. Run by the Swedish supermarket chain Coop Konsum, for its organic product line. Ad credits see here. Thoughts on happy cows see here.

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Is Saturday your shopping day?

1 Mar

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How to communicate sustainability

14 Nov

IMHO one of the sustainability areas we are struggling with is that of communication. Sure, there are some neat green ads out there, and maybe some smart campaigns and initiatives, and arresting visuals, as we mentioned here. But how much is really changing at the ground level? How much transformation are we effecting?

A lot of the messages going out about any aspect of sustainable development, and there are a whole host of attention vieers (just look at our lorem sustaina ipsum for a few), are based on one dimension, on one premise.

They are positioned mostly in the intellect, in knowledge and facts, such as when you are confronted with CO2e or virtual water data for consumer goods, with rise in global temperatures and sea levels data, or with numbers of species or forest units lost per second. The message senders hope in vain for a mental light to be switched on in the darkness of unsustainable habits and activities and an immediate conversion from Unsustainable Saul to Sustainable Paul.

NGOs and CSOs and some individual Sustainability Missionaries tend to position their messages in the emotions, making sure they are personal and designing them to touch you. Suffering animals, people and planet are a recurring motif. But a Bleeding Heart has largely moved people to donate time or money on a guilt-filled once-off excursion.

There are to date very, very few communication initiatives that position themselves solely in a do-message, in an active principle, in action. Maybe the various challenges, like the 100-things challenge would qualify for this dimension.

I think Messages for Sustainability, to be successful, need to Speak to the Head, the Heart and the Hand in concert. If you are not explaining to someone’s mind, while reaching for their empathy and giving them a leg-up to get doing, your message is not going to work sustainably.

Communicating Sustainability: Nudging with Pictures

21 Aug

Are you a graphic designer? If yes, then this book is for you.  If no, then this book is for you. It’s a new coffeetable-sytle book just out, called Cause and Effect. Visualizing Sustainability. In 240 pages it showcases examples of sustainability communication in various media around the world. The fascinating thing about communicating sustainability is the challenge of the sheer complexity of sustainability issues that you need to bring across in, say, one picture or 30 seconds. That’s the challenge for Sustainability Humour too, isn’t it? Add to that the number of disciplines often involved and sprinkle it with the interested parties and you have exponential data. How do you reduce or perhaps transform – and this is where the visualization examples are really neat – that complexity to something quickly graspable? Have a look for some inspiration in this book, it’s well worth browsing through (you can do that here). The Berlin publisher gestalten provides two of the three editors, Robert Klanten and Sven Ehmann, while Stephan Bohle of the think-tank futurestrategy is the third. (found via MocoLoco)

Noah’s Ark would be smaller these days

19 Jul

(via ads of the world)

Stiftung Artenschutz (roughly translates as Species Conservation Foundation) is a group of almost 50 natures conservation societies and zoos in Germany working to preserve highly endangered species and their habitats. This outdoor advertising campaign was developed by McCann Erickson in Berlin. I believe it went public in June 2012.

Sunglasses or access to fresh water?

28 Jun

Our students have just presented their scientific posters in our water-in-food-systems course. The topics they choose are quite varied from comparing water-related activities of breweries, over international campaigns to promote tap water, discussion of water as a human rights issue, water in food packaging to comparing the water footprint of Spanish and Dutch tomatoes. We always put the posters together in a non-edited course proceedings volume. For this year’s proceedings I used the following images for the cover and back pages.

These are two motives from the People in need campaign, run by the international aid organisation Cordaid. This  outdoor advertising was developed by Saatchi & Saatchi, Amstelveen, Netherlands, and won a Silver Outdoor Lion at the Cannes International Lions Festival in 2007. There are also some delicious watery fonts that we have used, such as underwater love, which I used this year, and Wet1Becker, which I used last year.