A charity organisation which aims to make students more aware of how much paper they use during the years of they’re study. Aswell as educating students on recycling and sustainability they ask for a one off payment of three pounds which will pay for a tree to be planted and contribute in offsetting they’re paper usage.
I was tasked with creating a campaign for particular fundraising events throughout the year. My main priority was to create a successful awareness campaign with out using using any new paper. The logo is designed to resemble a simple tree and type cut from paper, this is enabled us to use this further into the campaign easily.
We made flat – packed 3d mock ups of the logo using scraps of paper found at home and within university. We then photographed them in the foyer by the fresh fruit and veg stand, a landmark within the busy campus. The paper forest became part of a digital and viral campaign including information of the charity’s first event. This was shown on television screens already in place around the university and sent around social media links both personal and through established university channels.
The digital campaign was accompanied with a poster campaign. We took out of date posters mainly of popular student nights and lasercut the logo into them. We placed the hi-jacked postes around campus with the date of the first event to be held with at the campus by the fresh fruit and veg stand.
The guerilla style campaign creates a sense of curiosity and mystique making creating greater awareness of the charity organisation. In an age where people are flooded with information especially charitable appeals making it more and more difficult to create the initial level of interest. Using sites with in the university to shoot and existing posters which are familiar to the students helps make the campaign relevant to them. The first event is on the fourth so we shall see how successful the campaign has been.