Embedded Files
Campaign
Campaign
The degradation of the kelp forests in Tasmania is affecting its entire marine ecosystem, and this campaign will aid marine scientists in rejuvenating them and repairing the damage that has been done.
Through the utilisation of people’s love for animals and marine life, this campaign titled ‘Kelp Them’ will encourage them to support the restoration of Tasmania’s kelp forests through regular donations, the collection of data and the increasing of awareness of the severity and importance of marine conservation. These donations will be presented as sponsorship of marine life to personalise them for the audience, and through their donations the kelp forests will be improved, thereby also improving the quality of life for marine creatures that call it home. Meanwhile, data about the current health of the kelp forests will be collected through UTAS’ Kelp Tracker app.
The campaign will be marketed across social media in the form of both image advertisements and animated video advertisements. It will also be spread through posters across public areas like shopping centres and bus stops, and provided to schools to increase the next generation’s awareness of marine conservation.
Through targeting all these points, the campaign will be successful as it has been designed to utilise the habits, interests and conscience of both the primary and secondary target audiences to achieve its aims.
Research
Research
Insight - Context
Insight - Context
The issue of the decline of kelp forests has not been widely publicised by the various competitors as most of them tend to focus on other marine issues. The only ones that I could find focusing on the kelp forests were the Institute for Marine and Antarctic Studies (IMAS) at the University of Tasmania and BCF’s charity known as OzFish.
IMAS has done numerous research projects and published many articles on the issue, but there didn’t seem to be any active campaigns.
OzFish had one article with a funding link available for the public to donate to and an app for them to log their own data, and referenced back to IMAS as the source of their information and research.
Due to IMAS’ research and their lack of any active campaigns, they would probably benefit from having a campaign to promote support of the rejuvenation of the kelp forests.
Insight - Audience
Insight - Audience
Millennials and Gen Z are more aware of current issues, especially those surrounding climate change.
Marine conservation is a current major climate issue.
Due to their experience and familiarity with social media, Millennials and Gen Z are best placed to voice their concerns regarding marine conservation and have those concerns heard.
Those keen on adventurous activities and the outdoors are more likely to positively and actively respond to this campaign.
Children that are in school are still developing their views and opinions about the world, making it a good time to impress upon them the importance of marine conservation.
They will grow up to inherit the world eventually, and it would be best for them to care about these issues so that they will actively try to make a difference when they’re older.
Touchpoints
Touchpoints
An animated form of the brand mark can also be of assistance to video advertisements as a memorable conclusion. This animation reflects the nature of the brand by emphasising the kelp elements within the logotype through their movement in the water’s current, and the water droplet further referencing their underwater home.
Google Sites
Report abuse