FMP Research – Carbon Footprint

Carbon footprint is defined as the total emissions caused by an individual, organisation or product. Carbon footprint originates from ecological footprint which was developed by William E .Rees and Mathis Wackernagle in the 1990’s. It compared how much people demand compared to what our planet can renew. Equating then the number of earths that would be required if everyone on the planet contented at the same rate. The carbon footprint is one part of the ecological footprint, and was popularised by a large BP campaign in 2005.

This was one of the first campaigns that highlighted to the public that the need to be aware our own carbon footprint, so that we can all take responsibility for the world ecosystem. Even though this has been highlighted more and more over the years, I feel that by having a labelling system in place on product packaging it could bring again the carbon footprint to the forefront and encourage consumers to be more aware of the products that they are buying.

https://footprint.wwf.org.uk/#/  

You can check your own carbon footprint on the WWF website above. The results for my own carbon footprint shown below.

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My overall carbon footprint was 112%. This is slightly over the current footprint for the uk overall. If everyone made a concerted effort to reduce their own footprint we would be able to hit all our targets for the Climate change Act for the UK. The Climate Change Act 2008 set the country’s emission reduction targets. The “legally binding” targets are a reduction of least 80% by 2050 (against the 1990 baseline).

UK emissions were 43% below 1990 levels in 2017. The first carbon budget (2008-12) has been met and the UK is currently on track to outperform the second (2013-17) and third (2018-22) carbon budgets, but is not on track to meet the fourth, which covers the period 2023-27.

Meeting future carbon budgets and the UK’s 2050 target to reduce emissions by at least 80% of 1990 levels will require reducing domestic emissions by at least 3% per year. This will require existing progress to be supplemented by more challenging measures. By encouraging the public to have more care when buying products and services over the next ten years we could all make a impact. Hence having clear labelling on packaging and products could make all the difference in the years to come.

Final Major Project

Im a little sad and excited that this is going to be the last project that we undertake for our degree. By the end of this module we will be ready to exhibit our work in our degree show.

For my final project I have decided to focus on issues surrounding consumerism and the waste that is produced from excessive consumption. I want to tackle the recycling issues surrounding packaging and products particularly single use plastic. By designing a code system that would sit on the front of packaging, making the purchaser clearly aware of the recycling qualities, whether its been ethically produced and how it effects their carbon footprint so that they can make an informed choices when buying products. The aim of this to encourage consumers to buy ethically sourced and made products, with high recycling qualities. I want to put pressure on companies to make their products environmental friendly and recyclable. If consumers are made more aware of this qualities and stop buying products for instance with single use packaging, the companies will have to stop using it. The other side of this project is to create a marketing campaign for the code system and booklets and an app to run along side the code system give information about how we can reduce our own carbon foot print.

Creative Brief

FMP.creativebrief.DeeLamb

As my dissertation surrounds consumerism and how graphic design has facilitated the consumer world that we live in today, I wanted to produce a body of work that highlights how graphic design can make a change for the positive in the world.

“The Establishment” Owen Jones – Penguin Book Cover

 

Research 

The Establishment

The ‘establishment’ in terms of the UK used in the different contexts which may include leading politicians, senior civil servants, senior barristers and judges, aristocrats, Oxford and Cambridge academics, senior clergy from the Church of England, the most important financiers and industrialists, governors of the BBC, and the members of and top aides to the royal family.

The term in this sense is sometimes mistakenly believed to have been coined by the British journalist ‘Henry Fairlie’, who in September 1955 in the London magazine ‘The Spectator’ defined that network of prominent, well-connected people as “the Establishment”, explaining:

“By the Establishment, I do not only mean the centres of official power—though they are certainly part of it—but rather the whole matrix of official and social relations within which power is exercised. The exercise of power in the United Kingdom (more specifically, in England) cannot be understood unless it is recognised that it is exercised socially” (Henry Fairlie, 23 September 1955, “Political Commentary”, The Spectator).

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This image  accompanied the headline “Michael Gove vs. the ‘creaking’ legal establishment — round one”  (Sebastian Payne, 23rd June 2015, The Spectator) shows the Statue of Justice, holding the balance in her hands in this case it is used to illustrate the imbalance of justice that Gove  was trying to change.

Gove who was then justice secretary was concerned that our justice system was tipped too much in favour of the wealthy. He stated

‘There are two nations in our justice system at present. On the one hand, the wealthy, international class who can choose to settle cases in London with the gold standard of British justice. And then everyone else, who has to put up with a creaking, outdated system to see justice done in their own lives. The people who are let down most badly by our justice system are those who must take part in it through no fault or desire of their own: victims and witnesses of crime, and children who have been neglected.’

It echos the same concerns as ‘The Establishment’ which describes “how the elite networks at the top of British society close ranks to protect their own” (David Runciman, Wednesday 10th September 2014, The Guardian)

I became interested in how a Typed faced illustration could symbolise the imbalance that Jones’s book documents and how he portray’s ‘The Establishment’.

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My design ideas started with the words ‘The Establishment’ split diagonally to symbolise the imbalance of the scales. The exaggeration of the sloping text lent itself to show small characters of the tag line “And how they get away with it” falling off the end of the page. I became interested in the concept of opposites in terms of size. ‘Big’ symbolising “powerful and elite” and ‘small’ for “vulnerable and exploited”, descriptions which Jones refers to this context. The slope symbolises  the ‘small’ in society having an uphill struggle against the existing elite ‘Big’. It also symbolise’s the imbalance the Jones has explored in his book.

The Establishment  Jone’s refer’s to is indicative of ‘The class’ divide which was played out in a comedy sketch broadcast on ‘The Frost report’ “a sketch-based show that mercilessly lampooned politicians and society’s foibles, especially those surrounding class and culture” (http://www.screenonline.org.uk/tv/id/852164/) in 1966 with John Cleese, Ronnie Barker and Ronnie Corbett.

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In black and white it also plays on opposites of up and down, narrow and wide, obsolete and common. Married with the widening divide of the establishment today opposites of minority and majority, upstage and stagnate, stitch ups and cuts, climb and fall would probably update the descriptions of the establishment’s activities since Jones’s publication.

This led to my interest in how I could design a front cover for this book which would appeal a contemporary audience who are experiencing the establishment as it takes us through Brexit. ‘Brexit’ has brought to the fore the class divide now referred to by politicians as ‘the Gap’. However Brexit has also been seen as the will of the people which has been thwarted. The most recent broadcasts (find some headlines) have highlighted the inadequacy of the establishment.

Jones discusses how “traditional forms of opposition to the elite – trade unions, churches, mass membership political parties – have fallen away”.  He suggests that there is an absence of  “robust institutions” capable of standing up to it. He concludes by discussing how new technology has not helped. “The rise of the internet,” Jones writes, “and in particular social media, provide fresh opportunities for new movements to link together. So far they have failed to do so in a coherent way.” Jones says they have to find a way. What he doesn’t know, as yet, is how. The Brexit vote is seen by many as a protest vote. ‘The Establishment’ explains why this vote may have come about. It is a starting point for understanding the drive behind it. I the feel that if the front cover of  Jone’s text is given a contemporary treatment that attracts the same kind of attention as Brexit it may appeal to an audience who could become that robust institution which is capable of standing up to ‘The Establishment’

Further initial designs

Client Presentation

 

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My presentation:

Hi my name is Dee. My campaign for your medicine your health is called ASK. The aim of the campaign is to open up conversation between the patient and the pharmacist. From part of my research in to human behaviours people responded better from a one to one conversation and were more receptive and to follow through with tasks. I understand that pharmacists have busy days, however a one minute conversation with the patient could make all the difference.

There is two parts to this campaign, one aimed at the general public which includes posters and ads placed such as doctors surgeries and places out and about in the general public as first part of raising awareness

The next part of the campaign is aimed at the pharmacist which would include a pack for them with posters and information leaflets, and merchandise. Having the mug and pin badge are reminders to patient to ask questions and that the pharmacist is open to having a conversation, even maybe utilising the consultation rooms that are available.

I have created a small animation which could sit on the YMYH website and in the doctors surgeries to accompany the campaign leaflets and posters

Presenting our final ideas to the client was a little nerve recking. As a group we decided to present first out of all the presentations and Im glad that we did. We presented really well and because all of our ideas were varied we gave a dynamic performance. Personally I felt that I had skipped through my presentation fast and when I got to the end I found that I have missed out quite a lot of what I wanted to say regarding my campaign. Luckily we were able to chat to the clients afterwards, so was able to make up for the parts that I missed. However I was still a little disappointed that I was so nervous that I wasn’t able to delivery my practised presentation. I guess that I can only get better with time though.

As a class I was really impressed with the quality of work that was produced overall, made me feel a little inadequate with the work that I had produced myself, especially some of the animations that were created, made mine look medico! Plenty of room for improvement there. I have found it hard to come up with concepts that innovative and different in this project. However, the feed back from our client was positive and that they were impressed with the outcomes of our campaigns. At the time there was no critic as such on anything that we could refine on over the next, but it will be interesting to get feed back from our lectures on what they have said. Personally I need to work on the leaflets and information and text that needs to be put into the Pharmacist packs. My animation also needs tweaking and timing to the heart beat needs to be more precise to create a more polished piece.

 

YMYH Animation

I decided to create an animation to sit along side the campaign. Something that could sit on social media, in the doctors surgery or on the clients website. I wanted it to be short and to the point, nothing too complicated. I started by visualising the animation by creating an initial story board.

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I wanted to keep the animation to about 20 seconds with little text on there to get the point over clearly. Using icons that I had already created for leaflets and posters so that it all ties in together. In the storyboard above I thought that by creating a heartbeat line which would write out the text in the animation.  My initial attempt, is without the heart beat line writing the text, using aftereffects I drew up a new storyboard for the client presentation.

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Below is my first attempt…….

However after an tutorial it was suggested that I use the heart which sits on the campaign ephemera. Also to have the text more punchy with ASK, YOUR PHARMACIST, YOUR HEALTH, YOUR MEDICINE, which would go along with a beating heart sound effect and the words pulsing to the beat.

After review this with my lecturer, I decided that the text needed to sit in a different order within the animation, to give a clearer message to the audience. After some more tweaking the finish product that I  am going to presented to the client in our final presentation.

Client Meeting – Initial concepts

The meeting with our client from Cwm Taf university health board enabled us as a group to discuss our initial concept in response to the brief provided by themselves. The point of the campaign is to raise awareness and actions that the public can easily take in to manage their own medicines effectively.

As a designer the challenge is to communicate these messages via a simple and direct campaign, to enable the recipients to be well informed and able them to make appropriate actions the will improve their health and reduce the risk of unintentional harm to others and the environment. This meeting was a great chance for us to show off our skills and receive feed back from our client.

The meeting in my eyes was a success, the client was pleased and surprised with the amount of work that we had already achieved.

These are the concepts that I presented to the client;

Concept 1.

This campaign is to engage with the patient and make them aware of how much it costs the NHS if you don’t take your medicines properly. It will also make them aware of the benefits of taking their medication properly.

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Concept 2.

This campaign is to encourage people to clear out their medicine cabinets and to keep their medicines in a safe and secure place. It will includes tips for parents to help encourage them to keep medication locked away from children and vulnerable adults.

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Concept 3.

The aim of this campaign is to encourage pharmacists to have a proper conversation with their and the risks and benefits of taking different drugs. Also to improve the health and well-being of the patients, and to have a more patient focused approach.

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The client was veering towards the pharmacy packs, but really liked the tagline on one of the other campaigns of “A Prescription for Good Health.” This is something that I could combine together.

Research and working with information

Six Frames

When looking into research and different information we are encouraged think laterally about what we are taking in and how relevant it is to our brief, and how we direct our attention in a conscience manner.

We looked at breaking up the information that we gather into to categories to enable us to achieve clarity in our research to produce a piece of work that is clear and comprehensive. From Wendy’s workshop we delved into ways of research that took into account “six frames” taken off the back of Edward De Bono a brain training pioneer and author of the six thinking hats. A method that helps you to think laterally and outside of the box to achieve more effective results from our research.

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Within this workshop instead of using that different hats, we discussed the use of symbols each with a different step to take when research our particular subject area.

  • Purpose – to think about the information that we are investigating. To think about What, Why and Where the information has come from.
  • Accuracy – Is it correct? How truthful is the information?
  • Point of view – Where has the source of the information come from? Balance out the point of view.
  • Interest – Is it broad or specific. How does it answer the need of the brief. Is there an  element of surprise that could be used within our design.
  • Value – Comprehensiveness. What is the value of the information. What has it given me? Does it help me to understand my purpose better, or has it created doubt.
  • Outcome – What are the next steps that can be taken from this research. Is it still relevant or clear?

I found this way of break down my research really helpfully. Better than the six hat way of tackling information that I have researched in the past. I wish that we had been shown this earlier on it the course, as it is a more concise way for myself of helping to myself to research and then carry forward what is relevant in the information that I have researched in the past. This is something that I will be carrying forward when all my briefs that I have in the future.