pickitup!
Brief// Develop a logo for a mind shift
Background/ Destination Coromandel is the official body to market and manage tourism on the Coromandel Peninsula. The environment is the biggest asset, both from an environmental and economical point of view. However there is a significant amount of rubbish present in this environment.
Aim/ Make clear that litter poses a serious challenge, and change people’s mindsets around this: How they relate to it – their ways of acting and thinking around litter.
Challenge/ At the moment it is normal to walk past litter. We want to turn this mindset around by raising awareness and promoting a change in attitude and what is perceived as ‘normal’ – so that ultimately it becomes normal to pick it up rather than walk past it.
Big picture goal/ Picking up rubbish is great, but really it is tackling the problem at the bottom of the cliff. Ultimately we also hope for a change at the top end, which means reduced production of single use plastic and other sources of litter, and more effective capturing of that which still gets produced.
Solution/ A bold hand-made looking logo and other elements which capture the essence of this campaign. The design reflects the grass roots quality of the concept and allows a wide spectrum of people to identify with it.
The logo and other elements are universally applicable and highly usable across different media, and are effective at greatly varying scale.
Since the aim is to grow momentum at a grass roots level, the campaign offers a high potential for people to identify with, so that the mind shift can take place, and the desired outcome be perceived as “cool”.
There is no mention of Destination Coromandel as this may not offer the same potential of creating a following. The Destination Coromandel brand stays stay in the background.
