In this case study I’m going to be talking about
deforestation but I am going to be looking at deforestation campaigns. I'm also
going to be looking at different leaflets and poster ads and some website
designs and stickers as I am going to create these too use for my campaign. The
campaign I'm going to be looking at is Greenpeace and global witness. Green
peace is a non-governmental environmental organisation with offices in over 40
countries and with an international coordinating body in Amsterdam, Netherlands.
[1] They defend the natural world and promote peace by investigating, exposing
and confronting environmental abuse, and championing solutions. Global witness is an international NGO
that came in 1993 that works to break the links between natural resource
exploitation, conflict, poverty, corruption, and human rights abuses worldwide.
[2] It has offices in London and Washington D.C. They campaign to change the
system by exposing the economic networks behind conflict, corruption and
environmental abuse. Greenpeace aim is to ensure the ability of the earth to
nurture life in all its diversity. Global witness aim to campaign for the
environment to end the unfair and unsustainable exploitation of natural
resources, so that all can thrive within the planets boundaries. Global witness
operates in countries like Angola, Nigeria, China and many other global
countries that global witness operates in. They operate in countries like
Angola because some of them are the largest producer of oil in Africa. Also
they operate in Asia, countries like china. China is the most important
emerging global power, a major operator in natural resource extraction around
the world and a large country with major land and forest assets. [3] The
Greenpeace has had successes when they first launched in 1971, ultimately
resulted in global ban of nuclear weapons testing. The media that Greenpeace
has is a website and they also have poster ads they have TV adverts, this is a
way to get across to their audience. The media that global witness uses is a
website and they do have poster ads too. Greenpeace target audience are their
members and supporters across 40 countries. [4] Their other target audience is
the ones that they seek to influence such as the governments, industries,
intergovernmental organisations and the media. The products that Greenpeace
website has a shop where they have something called Greenpeace virtual reality
explorer kit.
Comparing the both I can say that they both are good
campaigns that have a lot to do with protecting the environment. I like to see
their website as it has a lot of information on there, but I would say that
green peace website has events and they say things like join us, I would say
the green peace website is more welcoming because they want people to know and
understand what they do and they want people to join and this makes people more
involved. The global witness website looks more like they are asking for
donation than joining in to help out. Also their website looks simple compare
to green peace, green peace have a lot of categories which you can click on
global witness only have some. Both of their websites do have updates like some
news. Greenpeace has more on their website they have a shop where they sell
their products and they do make a profit. This is a form of sales promotion. In terms of advertising green peace
has T.V ads they had one of a Christmas coca cola ad where they were talking
about the coca cola plastic bottles being thrown away and ends up in the ocean.
They used a slogan in the ad saying ‘don’t let coke choke our oceans’. This can
be effective to the audience as it makes people aware of the issue and they use
the word ‘our’ to say to the people that we live in the world to and we need to
look after our oceans. Greenpeace has a range of poster ads they have things
like save the arctic, posters to do with acid rain, trees, and animals and some
other posters to do with the environment. Greenpeace does have direct
marketing, they have things on their website that says ‘what you can do’ as one
of their tab options. Global witness website has more to do with asking people
for donation to help them out, they like tell you what there about and give you
some knowledge of their company. That’s why they ask you to donate because they
are promoting a cause and they want support from people so that’s why they ask
for donations.
This is a poster of green peace save the Arctic, they are
asking and trying to persuade people to help them to try and stop the greedy
oil company from moving in and exploiting it. They use the words 'with your
help’ to make the reader feel like they are wanted and probably sympathy. They
even have promotions because they have celebrity endorsement where they have a
celebrity quote and for this poster they have Paul McCartney saying his opinion
on this issue, this will make the reader more interested as they have used a
celebrity. The photo shows the arctic, it shows the water and on top of it, it says 'save the arctic' in big capital letters, which is indicating that the ice is melting away and that everything will be water soon. You can see the two ice glaciers at the front which shows that there's a little bit of ice left.
This is a poster of global witness and this is effective to
the audience that see it. You can that the plant with the roots is probably
trying to indicate a hand grabbing as its little message has described 'grab
land'. They also have their logo on the top right corner this shows that this
poster belongs to them global witness and their trying to promote their cause.
I am going to make a leaflet, poster and a website to promote my campaign which is on deforestation. To do this I am going to be looking at other examples of them to give me a guide of how it should look. I'm also going to use my own photos and include them in my leaflet, poster and website. The software I’m going to use for the leaflet is in design this is a good software to use as it will give you can make a leaflet template, for the website I’m going to use adobe muse and for the poster I’m going to use in design or photo shop.
Overall, I like the two campaigns I picked to help me with making my deforestation campaign, these two will guide and give me ideas into making my own.
Bibliography
[3] https://www.globalwitness.org/sv/countries/china/?p=4
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