The document discusses an advertising campaign created to raise awareness about climate change. It includes posters, bus advertisements, merchandise, and social media pages. The posters use visuals of melting penguins and orcas to communicate that climate change is affecting these species. The bus ads show potential future effects of climate change, like fishing in the Thames. Merchandise items like mugs and shirts are designed to promote the campaign. Social media pages featuring a penguin mascot are meant to engage younger audiences. Surveys found the campaign clearly communicated its message and audiences understood the effects of climate change. While most elements were effective, one mug design was considered too graphic and needed improvement. Overall, the campaign is aimed at informing

1. TASK 7
EVALUATION
Sjon Barnes

2. Are your finished pieces fit for their
intended purpose? (A3 Posters)
I believe, the posters are fit for the purpose of informing people about the dangers of
climate change.The A3 posters were the first bits of promotional material that I created
for the campaign, this consisted of a penguin and an orca with a melting effect.This was
then accompanied with text from theWWF website about how penguins and orcas are
being heavily affected by climate change, the most important parts of the text are then
highlighted with a orange colour then the logo and the hashtag are at the bottom of the
poster.These fit the purpose because first of all, the melting penguin is a clear indicator
that it’s to do with climate change.The second reason is it informs the audience with the
text about climate change, that hopefully would change their minds on donating to the
charity.

4. Are your finished pieces fit for their
intended purpose? (Bus Posters)
The bus poster campaign was about showing that climate change will most certainly
change the the UK, by showing people fishing into theThames with Big Ben underneath
it. Beside that would be text asking if you’d want a seaside holiday in London, this poster
also served it’s purpose of informing the audience of the dangers of climate change.The
superside poster was an image of two tidal waves coming into a city like claws with text in
the middle warning about the claws of climate change, this was another informative
poster like the previous posters. It’s more general than theT-Side poster and doesn’t
specify a location like that poster does.

6. Are your finished pieces fit for their
intended purpose? (Merchandise)
The merchandise campaign consists of selling two main items, mugs and t-shirts.The
mugs is a unique idea of the image changing on the mug when hot water is placed inside
the mug, the images would depict the penguin mascot with a blue background and ice
around him.Then one hot water is placed inside of this, the background would change to
red and the penguin and the ice on the mug would melt like on the poster.The main
purpose of this was to sell the campaign to the people, with products that the audience
would pay for if they supported the campaign.The second item the t-shirt, is a wearable
version of theT-Side bus advert of the man fishing on the RiverThames with Big Ben
underwater.Then with text at the top about fighting climate change, this was made for
the same purpose as the mug. However the t-shirt might reach out to more people if the
public see the audience wearing the t-shirt they might become interested in the
campaign.

9. Are your finished pieces fit for their
intended purpose? (Social Media Pages)
The Facebook andTwitter mock up pages that I created would come in useful to the campaign,
the pages were created to humanize the campaigns mascot who got called
“PercyThePenguin”. These pages main purpose would be to, advertise the merchandise and
spread the campaign to the younger audiences that use social media more than the older
audiences. More people are likely to follow this page if the page was about the penguin, rather
than just having aWWF campaign page.This is because the audience on social media would
find a campaign page boring and would have no reason to follow that, however if the page was
a light-hearted penguin and just subtly include campaign information within that page the
audience would have more chance in following that page. I think the pages are fit for the
purpose as it’ll be a good tool to help spreading the campaign to audiences that would not see
the posters, also on social media that’s a good way to sell the merchandise I have created,
including a link to a dedicatedWWF website that sells the merchandise.

10. Are your finished pieces fit for their intended
purpose? (Social Media Pages) (Continued)
When our survey respondents saw the social media pages the question they were asked
was if it looked professional, there was an overwhelmingly positive reaction to this.All of
the respondents thought the social media mock up pages looked professional and 100%
of the respondents said they would follow these pages, many of the respondents thought
the idea of using the penguin mascot was cute and would sympathise with the penguin as
it’s endangered. Overall, I think the social media pages had the best reaction out of all of
the items made for this project.

14. Do they communicate your message
clearly?
The poster campaign does communicate the message of fighting climate change.The A3
posters are a great example of being able to communicate my campaign message, the
melting penguin and orca graphics are linked to climate change melting icebergs and the
audience will be able to make that link before reading the text on the poster.The bus
posters do communicate their message quite clearly, the message being that climate
change isn’t far away from affecting them or their children and I think the audience will
understand that.The merchandise and social media page’s message was the same as the
message that the poster and bus campaigns was giving off, they were just there to boost
the campaign more to a wider audience. In conclusion the campaign was very clear and
concise, and I don’t think that the audience will receive mixed messages about this
campaign.

15. Do they communicate your message
clearly? (Continued)
For the survey the audience reacted well to this question, they understood and believed
the message in the campaign was clear.All 7 respondents reacted positively, most of the
answers were vague however I picked out the most detailed answers on the next slide.
This shows that my thoughts about how my campaign was quite clear to read and that the
message would be easy to grasp was true, this might not be true to everyone but at least
the respondents of the survey understood this.

17. Are they appropriate for your target
audience?
The target audience for this project was tough because my social action is climate change and
as I’ve stated before climate change affects everyone so the target audience is really broad
however, I can make the posters and merchandise specific for one area of the world so only
they will relate to the risks and so that’ll be more personal to the audience and so that will
create a more specific target audience.The bus posters are a great example of me narrowing
down this large target audience to just the UK, specifically London as the main attraction of the
posters.The A3 posters however are more general and can appeal to any part of my target
audience, the merchandise is also an example of a product with a more broad target audience.
The reason why the merchandise have a broader audience compared to the bus posters is
because the merchandise will mainly be sold online, this means it can be bought all over the
world and so the merchandise itself must be generalised and not made for a specific
geodemographic of people.

18. Are they appropriate for your target
audience? (Continued)
The only negative comment I got from the final survey, was that the mug from the
merchandise campaign was too gruesome. One comment pointed out that, the image
displayed on the heated up mug will put the audience off buying this product. I somewhat
agree with this comment, as soon as I read this I went to look at the design I made and I
then saw there could be a slight problem with it.The colour red on the heated up version
of the mug does resemble blood in some way and the melting penguin doesn’t help with
this, the melted icebergs around the penguin could also be confused with blood as well. As
a precaution, I have decided to improve this design to make it less “gruesome”, this could
help in the sales of this specific merchandise because it’s more appealing to the audience.

20. How effective are the techniques you
have used? (Posters)
The main technique I have used for all the content I have created is to inform the audience, this
I think is the most effective way of explaining the issue of climate change. For my main A3
poster campaign the main way to inform the audience is through a visual method, I used the
WWF’s new mascot the penguin as a way to show people that penguins are dying due to
climate change by showing a melting penguin that resembles an iceberg melting the same was
shown for the Orca as well.That without the descriptive text would inform people that the
penguins are in danger of climate change, the text just helps explain what’s going on with the
penguins or the orcas. For the bus posters they’re informative because the graphics and the
headline describe that the sea levels are rising and that London will be underwater, these
posters work because you’ll see lots of the poster in a small amount of time because the poster
will be on a bus therefore you’ll only see it for a few seconds on most days. In conclusion I think
the techniques within the poster elements, and the posters in general were effective in
delivering their message to the audience.

21. How effective are the techniques you have
used? (Merchandise and Social Media)
The techniques used for the merchandise is not all that different from the techniques I used in
the main poster campaign, because the merchandise was based on the posters that I have
designed then the message is still the same.The t-shirt design comes from the bus poster
campaign, therefore the message about how London will be a seaside tourist destination in 50
years time due to climate change remains the same in the t-shirt this is to just spread the
message to a more wide spread audience.The social media accounts don’t have a main
technique like the the other elements of the campaign, they were used to promote the
merchandise, the posters and the campaign in general to the audience that won’t see the other
forms of the campaign for example the younger audience who tend to see these campaigns
online viaTwitter, Instagram or Facebook. In conclusion I think the techniques used within the
merchandise and social media aspects of the campaign, and them in general were effective in
delivering their message to the audience.

22. What impact do you think your advertising
campaign will have on the public?
I think this campaign will have a positive impact on the audience, the campaign as a whole
is supposed to startle and inform the audience about what is going on with climate change
and how close we actually are to the thing we said wouldn’t happen for years.The impact
it had on the survey respondents was quite positive, the campaign was given an average
of 8.57 out of 10 which is good because it means the campaign seems to have a good
impact towards the respondents that did the survey. However this could have been
because of politeness, other than that I don’t think there could be any other reason why
the project wasn’t rated badly on the survey. In conclusion I think this could have a good
impact towards my audience, I think this would have more impact on the younger
generations than the older generations based on the age of my survey respondents was a
quite young majority.

24. What are the technical and aesthetic
qualities of your work?
The first aspect is that the elements within the poster are all aligned with each other, the text only starts
at the top of the penguin and it ends as the penguin melts.The next aspect of the posters is the choice of
typography, I chose a font that was modern and that would fit with the simplistic design of the penguin
and orca doing this ensured that the text fitted in next to the design so that would give the text more
meaning if it fit in. Another aspect is the use of negative space in the posters, this allowed the poster to
not look cramped and so the poster looks technically professional and realistic.The next aspect is the
typography of the posters.The main words are coloured differently and are a bigger text size, I did this
because that will point out the main problems with climate change and that’ll be the main words the
public will see and that will easily point out the problems with climate change and what’s happening to
orcas and penguins.The positioning of the text was also an aspect, this would allow the audience to tell
the difference between informative text and the motto of the campaign.The motto and hashtag
remained away from the informative text because those aspects of all of the products in the campaign are
connected and allow the audience to connect the poster, merchandise and social media page to the cause
that theWWF are about.