Trash Talkin' Trash
A digital marketing campaign for PennEnvironment
BRANDING - MARKETING CAMPAIGN
🥈Explore my Temple University Capstone project, "Trash Talkin' Trash." Our team secured second place in the design contest, joining forces with PennEnvironment to combat littering and build a sustainable future.
MY ROLE
I worked as an Art Director responsible for designing the creative elements of the campaign and presentation but aided in all stages of the research and planning processes.
THE TEAM
Art Director working with a team of 6 advertising students at Temple University. 4 seniors, 2 juniors.
TIMELINE
Jan 2019 - May 2019
Campaign Goals
Through engaging messaging, interactive media, and strategic targeting we hope to
Create convenient way to connect with state officials
Change consumer perception of Penn Environment
Build brand awareness among a younger audience
Research Objectives
What factors persuade a person to support a charity or social cause?
Are millennials aware of PennEnvironment and their mission?
How are millennials attempting to make a positive change to the environment?
METHODOLOGY
Survey conducted via Google Forms
Canvas
Text Messaging
GroupMe chats
Facebook posts
Distributed Through
41 questions
Multiple Choice
Open-ended
159 respondents
Google Forms:
Conducted individually by each group member
12 respondents
13 questions
In Depth Interviews:
Demographics of survey participants
83.6%
58.9%
42.1%
college students
identified as female
identified as male
83.6% of respondents were college students, a prime target audience for the campaign's messaging.
Nearly an equal split: 59% female, 42% male respondents, emphasizing the need for inclusive messaging.
Our Research Results
🗝️ Key insights
Students overwhelming believe PA has a littering problem.
Target audience is vastly unaware of PennEnvironment and their mission.
Target audience understands the effects of climate change so PennEnvironment's messaging will be easy for them to understand.
🗣️ Communication Objetive
To convince 18-25 year old PA residents, whom are passionate about climate change to stand with PennEnviroment in the fight for environmental public policy changes.
😊 Key benefit statement
PennEnvironment makes it easy to impact your local environment and together we can grow and sustain a healthy environment for gerantions to come.
THE BIG IDEA
CALL TO ACTION
Our call to action prompts individuals to text their zip code to a short-code phone number. With a simple text, a pre-written message will be sent to your local government officials, showcasing citizen support for environmental preservation and health.
Together, we can drive legislation and public policy changes that align with PennEnvironment's mission. By actively participating individuals will make a tangible impact in shaping a sustainable future for Pennsylvania.
Visual & Brand Language
Our visual and brand language speaks directly to our target audience, resonating with their values.
Through relatable messaging, vibrant visuals, and a bold tone, we ignite their passion for environmental change.
Empowers change, offering a call to action that fights for environmental preservation.
IMPACTFUL - BOLD - MEMORABLE
TYPEFACE
ADECION REGULAR
GUMELA
Abandon Thin
impactful, and perfectly amplifies our campaign messaging. Used as our main typeface.
versatile, distinctive, and uniquely represents our team's branding adding a touch of character.
sleek, elegant, and sophisticated. Perfect for professional campaign presentations.
COLOR PALLETE
TV COMMERCIALS
Story board for TV Commercial "Peter's Pestering Problem"
Story board for TV Commercial "Brooke's Bottled Banter"
Print Media
Street Marketing
Dive into our dynamic collage street marketing piece, showcasing vibrant posters with our featured trash characters.
Snap, share, and ignite environmental change on Instagram.
Witness the transformation of mundane bins into vibrant billboards.
These ads serve as constant reminders of environmental responsibility with every disposal, turning ordinary moments into impactful calls for change.
By targeting the most populated Pennsylvania Universities, our street marketing campaigns maximize exposure to the
18-24 year old target
audience amplifying engagement.
Social Media
Through our campaign, we seamlessly re-branded PennEnvironment's Twitter profile, infusing it with our captivating messaging and creative visuals.
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Instagram was the ideal choice for our advertising efforts due to its vast number of accounts within our target audience.
We strategically leveraged Instagram's reach to maximize brand exposure and effectively engage our audience.
The goal of our Social Media efforts was to generate active participation in our call to action fostering environmental change through meaningful engagement.
Additional Marketing Materials and Promotions
🚗 Partnering with Lyft, PennEnvironment amplifies brand awareness, offering a 30% discount and promoting sustainable transportation choices.
Engage, redeem, and sip for a cause! Our bar ads offer a complimentary beverage by texting local representatives in support of environmental change.
Crafted with bold typography, vibrant colors, and captivating illustrations.
Display your commitment to the environment at school events and beyond with our exclusive sticker sheet.
Collect an ensemble of characters and other branding elements from our campaign. Created from 100% recycled materials.
View our team's original presentation
