Team Marine @keepitclean4teammarine-blog - Tumblr Blog

IDENTIFICATION

The harmful and stupid actions of those too lazy to dispose of their waste in the proper manner are killing our marine life. Marine life play a crucial role in functioning of their ecosystem, each species having their own role to complete, with the harm that our littering is causing, the ocean's functioning at their best is being compromised. More than 220 million tonnes of plastic is produced each year, of that; an estimated 6.4 million tonnes of plastic debris will enter the world's oceans. This debris causes the death of over a million sea bird each year, on top of the death of 100,000 marine mammals. As these species are being killed by our littering, they are then not able to complete their role in ensuring the functioning of their ecosystem to the best of its ability. On top of these large amounts of litter entering the oceans, many of the materials are highly durable and take significant amounts of time to degrade. Furthermore, as these products break down poisons and chemicals are released affecting water quality, which harms both people and marine life alike. These are some troubling issues that are raising concerns all over the world from the general public and scientists alike. Now can we really continue littering while the world’s marine life pays the price?

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WHY TEAM MARINE?

The importance of protecting our oceans from littering is beyond obvious; however, enough is still not being done. The world's oceans feature many vast and extraordinary species that each hold valuable roles in the functioning of their ecosystem, and with a diminishing marine life population and the increasingly polluted environment, the oceans are unable to function at their best. It is for these reasons and more that we have come to the conclusion that littering and the affects that it is having on our oceans is of great importance and so too is the need to act against it. The world's marine life are helpless creatures who stand no match against our polluting ways. They have no way of helping themselves and that is why it is crucial for us, as global citizens to fight for them. To fight for the surety that the health of our marine life is not compromised simply because some of us are too lazy to put their rubbish in a bin. So too we were alarmed by the incredibly high mortality rate due to littering, the death of 100,000 marine mammals and over a million sea birds each year is too high a number for something that can be so easily avoided.

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TARGET AUDIENCE

When compared with other generations, it is in our opinion that younger generations, from 16-30 are the most active in terms of issues that they stand for, they are more environmentally conscious and they are more willing to assist a cause that they feel strongly about. This is as to why we have primarily aimed our campaign at that demographic. The presentation that we have prepared makes use of Tumblr, as opposed to using the more conventional method which would be a PowerPoint. By doing so we believe that we have been able to further reach our intended audience. 16-30 year olds are once again the most active through social media, and by using a social networking site as the base of our presentation we will be able to further connect with them. We also made a point of targeting those who live in coastal areas, as they take pride in the beaches that they live along, it would make sense for them to be passionate about the preservation of those beaches and the ocean as a whole. However, that is no to say we are excluding older generations or those who live inland, our aim is to reach as large an audience as possible, allowing awareness for our issue to increase, and we require the contribution and cohesiveness of numerous different audiences in order to do so.

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Throughout our campaign we have made a point of making to sure to follow ‘AIDA’ (Attention, Interest, Desire, Action). In doing so we believe to have created a more effective advertising campaign and therefore allowing our message on the issue to have a further impact on our audience. We gained our audience’s attention through our advertisements utilising numerous visual techniques in order to convey our message. The interest of our readers is maintained through those very same ads as well as the promise made on our Tumblr page “Together we can make a difference”. Our campaign has so too aimed at our audience’s desire to help the world’s oceans and marine life. Finally, we have hoped to invoke our audience to take action, we have done so by making sure our hashtag #TeamMarine or our Tumblr url is present on all advertisements, allowing readers the opportunity to learn more. It is on our Tumblr where viewers can donate, find out more and pledge their support.

The campaigns created by our group incorporate visual techniques in order to gain the audiences’ attention and support for our issue. It contains no words as the message communicated through the picture is symbolic and has no need for words to explain it.

The advertisement’s salient image is a person’s silhouette. It is a symbol commonly seen on packaging which encourages consumers to discard rubbish created by the product in the bin. The man’s arm acts as a vector line to the piece of rubbish he is dropping into the bin, also a part of the familiar symbol. This then draws the viewer’s eye towards the bin itself, with the assistance of colour use. The bin, instead of containing rubbish, appears to be holding an assortment of marine life.

By using a recognisable symbol, the audience’s attention is immediately caught. The black silhouette, as well as being recognisable, portrays that the man does not want his identity nor his actions known, or perhaps that he does not have one identity as many people are guilty of his actions. The vectors draw the audience’s eye from the rubbish, to the bin, to the bin’s contents. The ocean’s colour helps demonstrate the advertisement’s main message which is that careless people are destroying our beautiful, colourful oceans and all the varieties of flora and fauna with in it by using it as their rubbish bin. The advertisement is an ironic attack which encourages people to think twice about where they discard their rubbish.

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The advertisements our group chose both use persuasive language and visual techniques to engage and gain interest through the audience. This advertisement in particular is an animated plastic bag with bloodshot red eyes holding a gun pointing straight forward, as if it is about to shoot the person viewing.

This advertisement is mainly black and white with a blue background representing the ocean, as well as the use of the colour red on the plastic bag’s eyes to symbolize anger and hatred. The colour red is also used in the writing down the bottom, which helps people eyes to draw towards it.

The cartoon looks directly towards you, which helps the audience to feel involved, whether that’s in a threatening manner or not. The gun is a prop in this advertisement and leaves the viewers left feeling vulnerable which assists them in wanting to take action for this cause.

Below this cartoon are two words that stand out very clearly stating “Rubbish Kills.” Although this phrase only contains two words, it is full of persuasive language and visual techniques. The word “Kills” is in a different, spooky font that provokes you to visualize trickles of blood. This let’s the reader feel like they are being put in the sea animal’s shoes, as plastic bags are one of the main contributors to polluting the sea life’s homes in the ocean as well as killing them.

This advertisement perfectly fits the demographic we selected since it is simple, clear and gets straight to the point. It is easy to understand and get the idea of what this advertisement is aiming to achieve.

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