An important part of the success of my project is to understand how to evoke change and new thinking in others through my illustrations. In order to achieve this I will be researching into the psychology of behavioural change in relation to design.
To kickstart this research I've looked at this article - which gives a series of tips on how to form a successful campaign that holds an audience's attention and has a convincing message that provokes change.
Through reading this I have generated a number of questions and thoughts in response to the tips, that I think will form a strong basis for research and the conceptual development of my project.
Incentive :
The collection of products in the adoption pack is what will incentivise the audience to help fund the campaign. I need to carefully consider what these products should be with regards to my target audience and the patterns/images that will be on them.
Focus on short term and achievable goals:
What can people do daily to help?
- If people don't buy a certain number of products that contain palm oil, what difference does this make to an orangutan's habitat?
- Donations - if you choose to adopt an animal, how does this money make a difference? What does different quantities do? e.g. £5 feeds an orphaned orangutan for a week...?
- What will we lose? Why are orangutan's important? Why do we care?
use FUN not fear:
I am going to use the orangutan's playful character to give a fun tone of voice to the campaign. I think this will make people resonate and empathise with them more, as it reveals the slight human characteristics they hold as a result of our shared dna.
make it PERSONAL :
- Name the orangutans? develop different characters?
- Stories - positive : what does your money do? what could your money do?
- - negative : what is happening now? what could happen in the future?
CLEAR message :
What will make my message memorable? - a slogan? evocative imagery?
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