The Reel Deal
Fishing for the future
Fishing for the future
For the final project of my third year at university we were given the topic of sustainability.
I was first inspired to research into problems in the fishing industry after hearing the shocking statistic that if fishing, and fish eating did not change, many popular fish species would have died out by the year 2048. After looking into a large variety of areas and ideas, I decided to try to make a difference by informing the public about the sustainable options available, and encouraging them to change their eating habits.
The information I gained from my questionnaires led me to conclude that the majority of consumers knew that there were issues with overfishing, although most were unaware of any further details. Through development and feedback from a variety of sources including my contacts in the industry, I defined the most appropriate target market as city workers and commuters. I hoped to make a big impact by targetting their daily commute with striking posters and eye-catching constructions to get the message across in an innovative and memorable way.
The challenge for me was how to grab commuters’ attention and convey the message that overfishing was an issue within the short time span available while a commuter walks or drives past the site of an advert. Inspired to try my own guerilla marketing - a method which has consistently been successful in these areas - I decided to design oversized structures related to my campaign which could be displayed in public places, to compliment the vibrant poster designs. The purpose of these structures would be to lead members of the public to look up the campaign’s website, where they could access more information on the problems caused by overfishing, along with simple and effective ways that they could help to make a difference.
‘The Reel Deel is a campaign which aims to better inform consumers about serious current issues with overfishing, and encourage them to make more sustainable choices. Through a series of vibrant posters and structures in public places the public would be led to the campaign’s website, which would provide information, updates and recipe ideas.’
I was first inspired to research into problems in the fishing industry after hearing the shocking statistic that if fishing, and fish eating did not change, many popular fish species would have died out by the year 2048. After looking into a large variety of areas and ideas, I decided to try to make a difference by informing the public about the sustainable options available, and encouraging them to change their eating habits.
The information I gained from my questionnaires led me to conclude that the majority of consumers knew that there were issues with overfishing, although most were unaware of any further details. Through development and feedback from a variety of sources including my contacts in the industry, I defined the most appropriate target market as city workers and commuters. I hoped to make a big impact by targetting their daily commute with striking posters and eye-catching constructions to get the message across in an innovative and memorable way.
The challenge for me was how to grab commuters’ attention and convey the message that overfishing was an issue within the short time span available while a commuter walks or drives past the site of an advert. Inspired to try my own guerilla marketing - a method which has consistently been successful in these areas - I decided to design oversized structures related to my campaign which could be displayed in public places, to compliment the vibrant poster designs. The purpose of these structures would be to lead members of the public to look up the campaign’s website, where they could access more information on the problems caused by overfishing, along with simple and effective ways that they could help to make a difference.
‘The Reel Deel is a campaign which aims to better inform consumers about serious current issues with overfishing, and encourage them to make more sustainable choices. Through a series of vibrant posters and structures in public places the public would be led to the campaign’s website, which would provide information, updates and recipe ideas.’
