Today’s Prompts

1. I care / don’t care about sustainability because …
2. My key stakeholders care / don’t care about sustainability because…

Overview

• Engage: get attention through a memorable image
• Communicate an argument: summarise concepts through a design
• Draw the viewer in: give them a way to explore the issue further

Getting People to Care

• Need to develop communities that care about something
• Understand existing, shared values and beliefs
• Instill new values and beliefs
• Effective visual campaign:
  • current facts and problem
  • implied promise for the future
  • implied justification for change

3 Levels

1. Get the Idea

• Use images to raise awareness about an issue or campaign
• Often emotive, using shock, humour, subversion, metaphor
• Intended to challenge the viewer

2. Get the Picture

• Visual ‘executive summary’
• Provide information about context / scale / urgency
• Illustrate a complex point
• Provide novel perspectives

• Portrays two kinds of water consumption:
  • Direct (e.g. washing up)
  • Indirect (e.g., beef production)
• Mapped over a typical day (cf. user journey)
• For each water consumption type, an alternative is presented

Implied Narratives

3. Get the Idea

• Go deeper by providing people with an open evidence base
• Empower your audience to explore the information and create their own stories

Putting it into Practice

1. What is the problem you are trying to solve?
2. What goal are you trying to achieve?
3. Who is your audience and how do you want them to change?
4. Will you use emotional, rational or moral appeals to their values? What is the role of the information you have?
5. What networks and technologies will you use for your campaign?

Image Credits