Avantika Poddar | Visual Communication Design
Diploma project proposal 1.0
Date of submission: 20th June
Name of Company: National Geographic
Areas of work: Television and Magazine
Address: 150, Infantry Road, Embassy Point, 3rd Floor,
Bangalore 560 001.
Client supervisor: Sama Adil
Telephone number: 91 90080 28294
Landline: 080 66947827
Budgetary components: Research expenses and final prototype budget
Blog address: www.gogreencampaign.wordpress.com
The focus of the project is to Visualize, Create and Document the “Go Green”
campaign for National Geographic, Bangalore.
What is “Go Green”?
“Go Green” - Bangalore is a National Geographic endeavor to bring to light
the current state of neglect of the garden city, while emphasizing the fact that
what each citizen does, counts, to save the cityʼs green cover. The campaign
aims at promoting greater public understanding in Bangalore on what
threatens the earth and what we can do to stop it.
Aspects of “Go Green” currently
Adopt a tree, Zero plastic, Bring back birds to Bangalore
What other aspects I have proposed, with initial research is Development and
maintenance of Lakes, Recycling, Using CFLʼs instead of bulbs, E waste, Use
water preciously, Use energy star appliances and switching off lights and fans
when not in use.
Anil is 25 yrs old and lives at R.T Nagar in an apartment with his friend who
also is his work colleague at Philips Innovation. Every Morning he wakes up at
7:00 am goes out for a walk in the garden opposite his house. He walks for
about 1 hour and subsequently after that he sits with a couple of his neighbors
in the garden and discusses all what is happening in Bangalore city and
around the world. He then goes home showers, eats something and he goes
with his friend on his bike to office. On the way out on the main Bellary road
they see a lot of trees being cut that morning, realize that the road being
broadened, and continue on towards the office. At work Anil reads about the
road being widened, and the trees being cut; he feels bad, but decides that
there is nothing he can do about it. On his way home from work that day, he
sees that people in the garden he walks in every morning, demolishing and
cutting the trees. He walks up to them to enquire why and is informed that
they are going to construct a traffic diversion circle there to aid the smooth
diversion of traffic. He returns feeling upset and disgraced, but still he feels
like there is nothing he can do to change the situation.
The need of “Go Green”
In Bangalore the technological revolution has resulted in fundamental
changes as to how and where people work, live and play in modern day
society. Such change has brought with it challenges commonly associated
with unpredicted growth and has both direct and indirect effects on the natural
The environment is a global concern today. Around the world including
Bangalore pollution levels have reached alarming peaks. The effect is there
for all to see. Environmentalists have been warning of the catastrophic effects
of high pollution levels. Global warming and the green house effect are
already taking a toll on the environment.
Today there is a sense of awareness in the individual as there are lots of
existing groups of environmentalists taking up initiatives of awareness of
issues related to the environment that are important and can make a
difference. But the one point lacking is providing the citizen with a platform to
take an initiative, which is simple, easy and free and it doesnʼt take too much
As the individual is aware, he or she has very less power to act than a group
of people would have together. A group of people can even influence the
lawmakers of the country. Hence there is a need for a campaign that can
bring groups of people together to act and cause something powerful and
inspiring so we can have laws to protect our environment.
Also since all that is green need not be ecological and sustainable. ʻGreenʼ
goals at times have led to environmentally disastrous scenarios. By using raw
materials that have high use of energy and those which need high
maintenance and operations, what looks like an innocent green could end up
ruining the environment. There needs to be a campaign to give corrective
information and create the right awareness in people.
In all of this National Geographic is a Brand that has always been associated
with a concern for issues relating environmental awareness, conservation and
global warming. Their “go green” campaign is just one of several initiatives to
promote awareness and give their readers and viewers solutions to
environmental issues. During my research and through the above scenario, it
is clear that citizens lack the awareness and platforms to come out and take
initiative to prevent and speak out against environmentally detrimental
policies. . This campaign would give people of Bangalore to do their bit to go
The main goal of “Go Green”
To visualize the entire go green campaign starting July to April, where I will be
providing them with visuals solutions for the environmental issues related to
Bangalore. These solutions will create awareness about the project amongst
the citizens of Bangalore and enroll them to participate in the campaign
The Target Audience of “Go Green”
For the over all campaign the target audience would be any citizen of
Bangalore. But for the smaller individual campaigns the User group would
differ, based on where the campaign is happening.
Research questions into the journey of “Go Green”
• What are the different aspects that are a threat to the earth and need
focus today, especially Bangalore city?
• Studying other various green initiatives around the world to ask, why
they have failed? Or why they have been successful?
• Who are the people in Bangalore city who need to be aware about this
campaign and need to take action?
• What can be the various modes of communication through which these
people can be reached?
• What will be the message that will provoke the thinking of the citizens?
What I propose for “Go Green”
• The need of the project being a holistic and an integrated campaign
that provides awareness and a platform for citizens to take action.
• There should be interactivity between the citizens and the interface that
gives them the opportunity to take action on the various issues put
forward by the campaign.
• A coordinated campaign for Awareness, Knowledge and action
• A campaign that provides messages that are simple, positive and
solution oriented and concrete
Why do I want to do “Go Green”
This project will enable me to really help me display my skills that I have learnt
over the past two years. The skills I will require are right from marketing,
management and communication. The topic covered by this project is also
something I strongly feel for, this is one chance where I can give back to the
city. This project will also give me the prestigious opportunity to work with
Approaches and Process of “Go Green”
Since this is a client project, a part of the research has already been done so
reflecting back on their research and a way to take it forward will be :
• Directors Interview at Nat geo office
• Interviewing other NGOʼs
• Looking at other Green initiatives.
• Interviewing the Target Audience.
• Understanding the brand National Geographic
• Participatory Workshops
• Films, Documentaries
• Visiting people who practice being green
• Visual documentation through photographs.
Materials Resources for “Go Green”
• National Geographic Websites, Magazines
• Gramarg an eco group and other groups
• Films, photographs
• Citizens of Bangalore
• Authorities and Decision Makers in the city
• National geographic database library
Learning Outcomes from “Go Green”
• To understand the Issueʼs related to going green and learning how to
come up with effective solutions of Visual communication.
• To Learn to use different tools of research and the various
• To demonstrate skills of effective communication, playing a role of a
facilitator and displaying Sensible Design aesthetics.
• Learning how a campaign has to be managed right from start to end.
• Organizing events that will include learning skills such as Public
relations, effective planning and engaging the user in the cause.
• A multidisciplinary approach to the campaign will give me a wide scope
Schedule date for six reviews
a) July 7th
b) July 20th
c) August 3rd
d) August 30th
e) September 7th
f) September 21st
List of deliverables expected from the client
• A presentation/ plan of how the whole campaign will look like from July
• Prototypes of communication materials and any other products
required in the campaign.
• Managing and implementing a part of the campaign as per required by
• Documenting the entire campaign.
• A set of merchandising for National Geographic.