- Surfers Against Sewage (SAS) uses various print advertisements such as posters and leaflets to raise awareness about waste and its harmful impacts. - The posters and leaflets employ simple, bold imagery and text in colors that represent the ocean to clearly convey their message to different audiences. - SAS's materials aim to both educate people and motivate behavior change through attention-grabbing negative imagery and messages about the consequences of waste and pollution.

1. Task 3
Product Research
Alan Smith

2. Existing products from client
Here are some advertisements in the form of print. Surfers against sewage use large amounts of posters and leaflets to raise awareness to the
cause they are supporting. The work is supposed to change peoples attitudes to waste and educated them to the damages it can cause.
The image on the far right of the bottle is a good example in
what the organisation is trying to do. Stopping waste in all forms,
starting from litter.
The use of the arrows make a good and clear point to the reader.
This goes hand in hand with the text of ‘Return to offender’.
The arrows show a full circle of where the bottle came from and
where it should go. Return to offender is a clever use of text,
therefore it is made so large on the poster.
The poster is designed to be located at a bus stop or billboard
where many people will see on a daily basis.
Techniques used to attract attention are that of clever imagery
and sharp colours. The image below with the three glass jars
shows imagery that entices the reader.
Once they are attracted they read the information that is placed
underneath. The use of ‘driving our waves to extinction’ is a
good way to reflect the picture used.
The text used in all of the posters and print form are of a simple manner. Using a
basic font helps the reader and shows that it is a serious topic. Many of the
posters include imagery that relates to the organisation. The use of the beach or
sea gives the reader instant knowledge on what the piece is about.
The ‘Big Spring Beach Clean’ uses appropriate colours to reflect what SAS is
about.
The blue text over a bright shade of yellow makes it stand out and keeps to the
house style. Having different sizes and fonts helps differentiate the text and
makes it much more easier to read. With it trying to promote an event this is even

3. This is another very deep poster to raise awareness through a negative
way.
The use of the rope and dark shading in the background makes it very
clear to the reader that it is a important subject and not something of an
advertisement to sell a product.
Whilst other posters and leaflets can grab attention though loud colours,
quirky images or funny text, this grabs the emotional side to the
audience and brings up an important subject in a way which makes them
think and change their attitudes towards the issues concerning waste
and sewage in the oceans.
The white text blending in the background is designed like that for a
purpose. It is not meant to stand out, this is just supporting the picture.
The main attraction and piece which is designed to entice is the image.
By having a simple line of ‘No Waves No Surf’ makes the reader think
about the consequences to not being able to surf and why.
By having the petition located at the bottom the text allows a way for the
reader to do something about what they have seen here.
The text is separated only though size and boldness. It is not meant to be
taken as the attraction, only to add to what is already on the piece.
The Surfers against sewage logo located on the piece gives the reader the
information needed. Alongside the petition the reader knows who it is
from and what they can do to help.
Many of the posters and print pieces created
by SAS are of a negative tone.
In a way it is wanting to shock people into
understanding what is really happening and
just because they are not aware, it does not
mean that it is not a huge issue.

4. After looking through the print pieces used by SAS to promote the organisation, it is important to look into the logo’s used. This logo was clearly on of the older ones used by
the organisation due to the lack of detail and imagination used.
From there to the latest one today there is a huge difference, reflected by the difference in the organisation as a whole, with so many more people now aware of what they
are doing to help the UK’s oceans.
There are similarities between there and now, such as the inclusion of the eye, however the way it is presented in
a way where it would not look out of place in a magazine. The text and shades of colour do not reflect that of a
successful organisation.
Compared to today, it is much more professional and clear to read. Having the text separate to the logo makes it
that much more easier to read for the audience.
The image of the wave was separate to the eye in the image above, however in the latest logo there is a merge of
the two which is so much more aesthetically pleasing.
The latest logo draws attention through its simplicity and light shades, whereas the first logo has too much of a
black stroke on all the text and logo which does not attract the reader.
Having ‘Surfers Against Sewage’ all on separate lines makes it very clear for the reader. Not only does the plain
black text on the white background makes it impossible not to notice but the capital letters brings such a impact.
The first logo was presented in a way that it was written by hand, by having this in capitals makes the impression
that it is more important.
The eye used on the logo above is made too realistic, it needed to be something subtle.
The logo at the bottom right looks as if it was prior to the one located at the top. The blue is kept as a house style
throughout and as is the name located on the logo, however there was the need for development. The logo on the
right here lacks the reflection of the organisation. With the eye, its explains that there are people looking out for
the oceans, this logo does not stand out or attract attention.
The white text was since developed upon as it was not visible, the logo was not something clean and small enough
to place on merchandise and the website was not needed on it. The website link is featured on the posters and
leaflets given out. The logo is always seen on them so it is just taking up space which could be made to look more
clean.
The image on closest to the right was also one of several early designs from the organisation. This was from the
developing stage in finding their identity in terms of who this was aimed towards and how they want to be
portrayed. It is clear that it is very different to the others in terms of design. The use of black over blue does not
make it suitable for what it is trying to get across, the design is not clear enough that it is a surf board and the text
is not distinctive enough to be able to take the issue seriously. The red highlighted area for ‘Against’ makes it that
much more obvious what it is about, however it lacks the aesthetical quality.

5. After looking through posters created by Surfers against sewage, it is important to compare with more existing products such as leaflets.
Educating the reader is important so they don’t just look at it, but they understand what is being said.
When looking at the leaflets you can start to see that the audience is of a mixed age range and target specific areas through different ways. The
leaflets which are part of the education pack have set out the work in a way aimed towards children.
Large pieces of text with small paragraphs split up by imagery. The white text is carried over from the posters and used over a blue background
which represents the seas.
The ways the images support the text is created in a clever way, for example, the image if the skull and cross bones next to the section on Toxic
waste, the sun located next to the climate chaos section. All of the compositional features point to a younger demographic.
Explaining the problems in an easier way allows the audience to understand what is happening. The leaflets are in stark contrast to some of the
information found online on the website, this is more for the adults and contains much more on the issues, rather than covering what each one
is in the leaflet.
The colour scheme represents the theme and the audience together. Having a shade that is known as harmful or bad to represent something in
the leaflet can make it much more clear to the reader and those of a younger age range. For example the red box containing the words ‘Take
Action’ is showing what can be done by you. Referencing the beach clean in the leaflet can refer them to another use of advertisement
(previous slide).
Many of the promotional pieces are negative and they are so to raise awareness and shock the reader
into helping make a change. This example underneath is one what attract the viewer and is wanting to
raise peoples awareness on the topic. Powerful imagery can be one of the only ways to entice the reader.
The poster on the right is targeting a much more older audience by using the graphic image. The surf
boards being stuck in the sand without any sea goes well with the text ‘What if the next wave never
comes?’
This makes the audience think and possible change their attitudes towards the subject. The depth of field
in the image shows how much people can be affected by this if something is no changed.
This is one of many advertising posters that represents the huge issue that not all people are aware of. By
showing an image such as this it makes the viewer think and realise that they can help that photo from
not being real in the future.

6. Here the leaflet provides clear and concise information to a young audience. The ratio of image
to text supports this idea. The use of the colour and illustrations help make a point that much
more clear. Such as the ship being located near the small section about spills.
The ‘Take Action’ box in the top right of the leaflet is in red so the reader knows it is important
and to be taken seriously, it is from this they know what they can do.
The SAS education pack raises awareness to those who do not understand what is happening to
the oceans. Sarah Bentley, a qualified art teacher who splits her time between supply teaching
and semi-professional surfing, is a co-writer of the pack.
She's been a member of SAS for 10 years and came up with the idea for the pack when she
joined an SAS road show last summer.
"Surfing is something that is really cool so kids are really interested in anything to do with it,"
she says. "And SAS has an amazing story to tell so it's a good way to raise awareness.“
“We are trying to get kids more pro-active and to get behind a
cause they really feel strongly about.” The Citizenship Education
Pack is sponsored by the Clean Water Initiative and PADI Project
Aware. It costs £40.
The text when used is split up so the audience is kept engaged,
this is done by having no more than a paragraph under each
heading.
Having the headings in bold and a larger size to the text
underneath it made it very clear on what each piece was about.
The background imagery of the sea makes it that much more
readable in relation to each topic.

7. This grabs the readers attention due to
the association to the colour red and
being important.
The images are a
good way in
splitting up the
text for the
younger reader.
This retains their
attention and
allows them to
digest the
information
better.
Having diagrams with arrows allow room for less
text and is a better way in getting the message
across to the younger reader.
Having small pieces of text give the children a much better chance of
learning what is being put. By over complicating each point and going into
depth loses their attention as something not interesting.
The layout is in relation to the audience
which is good, the background imagery
represents the organisation in its simplest
form.
Having the text
all in black makes
it stand out from
the lighter
background, this
is different to
that of the
posters where
white text was
used over a black
background.
The lighter background and positive approach compared to
the opposite in the posters is designed to retain the young
viewers attention and not scare them aware with images of
dark surf boards or paper bags with teeth (next slide)
The headings
are lifted in a
larger size so
they stand out
and split the
work up so the
young viewer
understands
each topic and
does not
confuse one
with another.
They are also
attached onto
the images
that support
them. The
‘Spills’ section
on the top
right has a
bubble that
goes onto the
image.

8. Having information on the website to go into much more detail is important for SAS.
All issues are covered on the site as seen in the image on the right. The various campaigns such as
Marine Litter, Protect our waves and Water quality give much more information then posters and
leaflets of the print form.
The use of the internet to tackle the issue allows much more people to view the cause and attract
much more attention.
The audience on here is for a much more older demographic. Those that understand and have a good
grasp on the issues.
However, like the leaflet it is very easy to understand and does offer much more room for you to learn
more about the topic.Having a ‘Take action’ section to website gives the viewer the chance to have
their own say and do something about the issues surrounding waste.
The website is set out in a similar way to the other promotional pieces. The white text over a large
image that grabs attention is seen throughout the work the organisation does.
Having areas to donate on the website shows the difference in age groups aimed towards, it is clear
this is for an older audience whereas the leaflets look to educate children at a young age to the affects
of waste in the seas.
The website can be a good way to promote all the other pieces of promotion created. It can provide the money to fund the charitable organisation, though donations
fundraisers and the sales of merchandise.People buying from the store can help to the cause. The use of social media as a form of promotion is also one huge aspect not
looked into. Having Twitter and their own page @sascampaigns allows all people to find them and see what work they have been doing, this could encourage more people
come and help.
This advert on the right is a good example into online promotion of the work, using current social
networking sites to pull the audience together and keep the organisation up to date and in peoples
heads.
The use of the Hashtag for ‘BreakTheBagHabit’ phrase allows all people to see that advert online
through a page and search for that to find much more information.
When comparing this to the leaflets and posters it differs in text however the imagery is of the same
nature.That of a negative approach. The bag is in the shape of a mouth. The use of the red allows the
reader to see that it is dangerous.
The use of the logo in the bottom right makes it that much more clear for the reader to see. Being
located in the sea makes it relevant to the organisation and people will know what it is about. Having
online posters such as these can be just as good as the ones located near bus stops and village
billboards. This grabs attention from a global and national scale.

9. Online advertisements can make much
more people aware of the same issue
written about in the print pieces.
As well as reaching a larger portion of the
audience, it is reaching out to the people
who can make more of a difference. Those
of a younger age range and have money to
spend in donations or the time to help out
in beach cleans.
Having facts and figures on posters of all
kinds is a great way in enticing the reader.
Pledging to prevent the use of bags is
somewhat of little concern to people,
however it is important to change peoples
attitudes towards it.
With the introduction of charged bags, it
will become increasing likely people change
their opinions, however it is important for
people to stop for the right reasons, not
because of a monetary benefit in terms of 5
pence.
By having all social media sites visible in the online poster, allows for a great deal of interaction with the audience. Break the bag habit is one of
several social action campaigns taken out by Surfers against sewage. The advertisement itself in a physical sense has been created well and
keeps to the theme of negativity and fear.
The red bag represented as a mouth is shown to be bad and goes with the heading of the social action campaign. Having the bag red is
important to represent the seriousness as it is seen as a colour of danger, this ties in with the overall objective of protecting the oceans and
how this can damage them, litter is one of many harmful pieces hitting the seas, along with pollution and waste.
Keeping the advertisement with white text over a dark background shows the house style off well and keeps the professional standards. This
poster is out to educate and raise awareness like many of the ones seen in previous slides, this compares to the Beach clean where that was to
promote an event, which is why it had a lighter background.

10. Merchandise can play a huge part in gathering the funds for an
organisation. With Surfers Against Sewage, it relies on volunteers and
people who want to make a change to the environment.
The existing products used here and the forms of advertising can give me
a good indication on how to produce my own pieces of work. For
example, I know to use a basic approach in both leaflet and product
design, something that is clean and suitable to the audience and the
cause.
The information part to the leaflets I know to tone it down in order to
reflect the audience and this is similar with the products.
After looking through various clothes in the store available on their
website, it was clear that simplicity was key. To have the logo included in
the design and something of basic colours and shades.
The design of the logo itself is something very clever, the use of both the
eye and wave in one gives the impression that this is the organisation
looking out for the waves and the sea.
The colours of the logo have been changed throughout the campaign,
however it is important to retain the same shape.
Having a basic logo that can be emulated multiple times comes across as
something not very complex, however it is important to create
something that reflects the organisation.
Being a charitable organisation it is important to get as much money for
the cause as possible. Having a variety of merchandise is a way in doing
this. From colouring pencils, stickers, labels and wax combs to T-shirts,
hats and jumpers.

11. The membership for the surfers against sewage reflects their target audience, everyone. As seen
through the leaflets, the organisation is happy to educate younger children to take part and do
something towards the cause.
Having membership packages available especially in such variety allows more income to come in and
so he the organisation can expand and do a lot more than what they have been doing.
The benefits of having a membership are the following. Regular campaign updates through our
members magazine Pipeline, Ocean protection with unlimited live pollution alerts via our Safer Seas
Service, Campaign materials Posters, stickers and more to help you take action!
Exclusive offers Including 10% discount in the SAS Eco Surf Shop, Unique gift to your membership tier, as
well as your annual membership keyring and car sticker, Invitation to community events Take part in
local beach cleans and more regional events.
And… you’ll be a vital part of our campaigns. Your support will help SAS create measurable
improvements in the state of our oceans, waves and beaches through changes in public behaviour,
government policy and industry practices.
The online ways of attracting people to the organisation are good however the print forms in attracting
or retaining memberships are just as vital. These can be much more effective in persuading people as
they offer information that is readable straight away and don't have to look through the benefits from a
website.
The ‘Join’ leaflet is designed for attracting new people to the membership scheme. This is seen through
the large amounts information it has inside. Giving people the knowledge on what they get for their
money is important.
The details page at the back of the leaflet is laid out better than the website format as you can fill out
the information with the knowledge in what you have signed up for in terms of receiving emails or new
products. You have much more control in the information that is passed on through the print form.
In terms of remaining with the membership, the content is very different. It does not put information
about he organisation as the person already knows about that, it just reminds you of the support they
give and how it is helping.

12. Joining SAS membership form.
It is clear that the leaflet here has the intention of recruiting
more people to the membership. There are large amount of
information in order to provide the potential buyer with plenty
of detail on what they are getting for their money.
The audience for this would be of the older demographic due to
the details on the back as well as the heavy text content.
The use of colour plays a good part in making the leaflet look
appealing. Having blue highlights over text or even blue text
makes it stand out from the usual black text on leaflets trying to
sell something.
The size of the titles for each section make it impossible not to
notice. The capital letters are loud and contrast with the other
small text underneath.
Having images above shows the support from others and is
intended to persuade the reader to do likewise.
The text is split up in a way that it does not lose the attention of
the reader. It is in good, clear sections with the use of bold and
different sized text help the reader digest all that is being put.
The back of the leaflet goes into large amounts of detail. This
can help me when producing my own membership form in the
later production tasks.

13. Staying with the SAS membership.
Here is the leaflet to convince existing members to
continue their support for the organisation. It is
almost more important to retain the people who
have already signed up because it requires less
advertising in the future as they already know SAS
inside and out.
Plus if the organisation wants to grow it must keep
people they have working with the various projects.
People signing up for memberships is one of the
major sources of finance for SASA, therefore keeping
people happy is vital.
The differences between this and the last slide, is of
the content. There is no topics and issues raised in
this, only one large image with two bold sentences
located at the top.
This is because, SAS does not need to use the facts
and figures about waste or pollution. The members
already know the dangers to the oceans, it is just
making sure they know how much of a difference
they are doing to the cause.
With little text on the issues surrounding the waste, it
means there is more room to put details concerning
the membership. Such as ‘When did you join SAS?’

14. The campaign has created enormous impact in terms of
how many have noticed and taken part. 55,000 ‘Protect
Our Waves’ Petition signatures delivered to 10 Downing
Street.
The petition focuses on three main issues – sewage
pollution, marine litter and damaging developments &
industry on the UK coastline.
Getting people in power to notice and make a change
nationally was somewhat of an ask. The use of
promotional pieces to bring awareness to the public was
partly behind the success.
Stephen Gilbert, MP for Newquay and St Austell
“Some of the best surfing waves in the UK are found in my
constituency and surfing is a big economic driver for the
area, and for Cornwall as a whole. I hope that I can help
other MP’s recognise the value of natural surfing capital
and the economic value in their own regions and better
protect these environments and those that use them.
Surfing has long since moved into the mainstream and it
is important that we better manage these resources,
which keep people coming back to the coast year round”.
The purpose behind creating various campaigns such
‘Protect our waves’ was to grab attention from those in
power and can potentially make a difference. Raising
awareness to the public and changing their beliefs and
attitudes was also important.

15. Other Social action organisations
It is important to look at other organisations and see how they differ or compare to the promotional techniques used by SAS. The Marine
Stewardship Council and Green Peace are some relevant examples.
The MSC runs an exciting and ambitious program, working with partners to transform the world's seafood markets and promote sustainable
fishing practices.
https://www.youtube.com/watch?v=v2BSPCv6MGE
The techniques used are that of raising awareness and changing peoples
attitudes over the seafood market.
Ways in doing so are through the use of promotion and through a more online
based way. The image on the right shows ‘Email updates’ and there is a
Facebook page that you can ‘Like’ all designed to get the audience interacting
with the organisation.
When compared to SAS, there is a much more stronger influence on the
internet with The Marine Stewardship council.
The video link seen here shows a moving image way of advertising the
organisation rather than leaflets, from this it is clear they want to target a
much more younger audience rather than a wide area.
The online presence does not end there with the MSC.
Global presences include, Facebook, Twitter, YouTube, Google+, Pinterest,
Vimeo, Flickr, LinkedIn, Foursquare, Causes and Instagram
There are also online blogs, MSC in the UK, MSC in France and 'Seafood
Matters' - MSC global blog
Using social media sites allows the message to be seen by many more people
and is a cheaper alternative. Creating posters and leaflets takes up large
amounts of time and recourses, whereas the online sites take up less time and
can reach to more of the audience.
The video shows what the Marine Stewardship Council is all
about.

16. Greenpeace defends the natural world and promotes peace by investigating, exposing and confronting environmental abuse, and championing
environmentally responsible solutions.
They cover a variety of different issues surrounding the environment. This example underneath is that of a poster looking into Acid Rain.
The techniques used in making the poster attractive are, the colours and imagery such as the cyan with a blue bird. The significance
surrounding the bird is that it is crying, this relates to the theme of stopping deforestation. The use of the colours in the text are also very
important, the use of the green and white is done well. Having a white shade for the better aspects and things you should do, and the green
representing something harmful in both Acid Rain and Deforestation.
In terms of design this is not the most visually pleasing, however it makes a point and is clear to the reader. The use of the website underneath
can give more issues ob to subject should the audience be enticed by the social action poster. The Greenpeace logo located on the top left it
also important.
The Greenpeace logo makes it very clear the reader who the poster is from
and they know what it will be about, preserving the environment.
The arrows on the end of both ‘Rain’ and ‘Deforestation’ going up is also a
good way in grabbing the readers attention. By pointing up, it is making the
words and imagery above sand out even further.
In comparison to the techniques used by Surfers against sewage they are very
similar.
The negative approach and making the awareness raised through the consequences is a common
one in relation to the environment.
Another poster that supports this claim is on the
right. The manipulated image where a shoe and
sea creature are formed together makes a very
clear point, without the need for the large
amounts of text.
The image speaks for itself and the use of the
Greenpeace logo helps the audience know what it
is going to be about again. The facial expression on
the seal makes a real impression on the audience
and is designed to make the aware and help the
cause.