This document outlines 5 ideas for a campaign by Surfers Against Sewage to raise awareness about marine litter. Idea 1 focuses on photographs showing the actual damage of litter and images of SAS cleanup efforts, aimed at adults 16+. Idea 2 aims content at children, using cartoon animals disturbed by litter on membership forms, posters, and teddy bear merchandise. Idea 3, also aimed at ages 15-30, uses animated photo shopped images of sea creatures constructed from litter. Idea 4 adapts the Jaws movie poster to depict a shark made of litter threatening a surfer. Idea 5 targets fishing enthusiasts ages 17+ around how discarded fishing gear kills sea life and decreases fish populations. Each idea

1. Idea Generation
Abby Downing

2. Idea 1
Fonts
Just because you can't see it
doesn’t mean it’s not there – Campaign poster
My first idea consists photographs that show the actual damage the litter
is doing to the earth and also images that show what surfers against
sewage have done to help. The campaign posters are supposed to
highlight the problem and make people want to join the organisation as a
volunteer. This idea is aimed at adults above the ages of 16, these are
people who would begin an interest in the earth and keeping the
environment clean.
heading
Logo ideas colours

3. I want to use photography like this to show what
the underneath of the water looks like that not
everyone can see. Also use shots that are half in
the water and half not to show the litter and sewage
in the sea. Litter getting tangled in human feet and
making them struggle in the sea would be a good
photograph to show it is not only dangerous for
animals. Low contrast and saturation photography
will be better.
A shot similar to this
would be good because
it shows the surfer on
the wave enjoying their
time then shows all the
litter behind the wave.
This campaign would
attract an adult audience
who would be attracted
to this because they
would worry about their
children going in the sea
and it would bring
awareness to them of
how bad the situation is.

5. Idea 2
For my second idea I would be aiming the content at children by
making membership forms, campaign posters and merchandise
that attract children into having an interest at marine
conservation. It is hard to attract children to a serious subject so
this idea would need more in depth thinking about, but if
produced well they should have an interest. By showing cartoon
animals being disturbed by litter would be a good place to start
because this would make the children ask questions on this and
want to help the animals.
I would create cartoons like the ones on the right but with sad
faces instead of happy. The bright colours would be attractive
towards children.
The merchandise I would create would be teddies of the animals
that they could receive 1 free when signing up to become a
member.
The campaign poster would show each one of the cartoons with
some form of litter stuck around them asking out to the children
for help. colours

6. Idea 3
 For my 3rd idea I will be aiming it at an older audience again. Between the ages of 15 and 30. This is a large age
gap however the more people it will be aimed at is a better thing.
 The idea consists of a more simple format with not such negative photography.
 I was thinking of building animals out of litter, it shows it from an animal point of view that we’re destroying their
home and they’re dying because of what we’re doing.
 The images will be animated and made on photo shop, the outline of the litter will produce a sea creature. This is
an idea that I could mix with idea one because they’re a similar target audience.
 The colours will be blue, white and green. But the images will include a small amount of other colours that are from
the litter. But you will be able to tell they’re part of the same campaign from the same font, logo and background
colour. They will also have a piece of text below the heading saying Help make change. Litter is replacing animals
or something like that.
 This will be aimed at people who care about animals

7. Idea 4
 Most of my ideas are about animals because this is something that is a large part of the sea and
how the litter destroys it.
 This idea aims more towards surfing and is similar to the original surfers against sewage idea.
 I would use the jaws popular poster to create the shark out of litter
and the women at the top would be on a surfboard, so the imagery
Would look like the surfer was going to be taken down by the litter.
The colours would be dark greens and
blues.
The other campaign posters would consist
Of the litter being the wave taking down the
Surfer.
This sends out a message to everyone to
Help try and stop as much litter going into
the ocean as possible.

8. Idea 5
 This would be aimed at people ages 17+ and be aimed at fishing enthusiasts. It will be
aimed at them because of the fishing gear and things they leave behind that are killing
the sea life and decreasing the chances of catching fish and actually going fishing. It is
another thing that people enjoy doing that is becoming more extinct over the years.
 the colours will be greys and blacks and other saturated colours.