Without change, our planet will no longer sustain the lifestyles our ecological footprints have been demanding. The intent of asking the question, “Has your footprint grown too big for our future?” is to build personal accountability for our actions and how they impact future generations. Paired with the personal connection, is a list of possible outcomes of global warming, should we continue to ignore the issue and our actions. Change begins with taking responsibility, and if this image can successfully evoke a feeling and a glimpse into a future without change, that’s one step toward making a difference.
The strategy of the ad is to use imagery, placement and feel to communicate the impact of a large ecological footprint placed on the earth. Using bold messaging and a rusty color pallet, the overall feel of the ad evokes a dry and empty landscape. The Sepia toned image emulates old photos, a reference to time and space left behind. The child representing future generations stands in the toe facing both the messaging, and past impact. The ad is printed on heavy, eco-friendly 100% recycled stock, its tactile weight serving as a mirror to the heavy messaging.
The printed ad is a removable insert from magazines, for readers to take with them as a visual and informational reminder with a provided url. The ad will consist of four global warming facts, which alternate through publications or presented at one time. Suggested publications to use are Newsweek, E/The Environmental Magazine, Natural Life and The New Yorker, which all have a similar target audience of 25 – 65+ year old reader, demographics, and an interest in healthy lifestyles.
Owens, James. “Warming May Spur Extinctions, Shortages, Conflicts, World Experts Warn.”
National Geographic News. 4 Apr. 2007.