It goes by over 200 different names and it's hidden all around you – PALM OIL is in half of our everyday products and is one of the leading causes for deforestation
create a media strategy for conservation international
Conservation International was looking to find new ways to reach the millennial audience and get them interested in environmental issues. Throughout the quarter my teammates and I produced a media strategy that enabled awareness and empowerment for millennials, by revealing their impact on the environment from palm oil production.
Why should you care?
My teammates and I were drawn to this issue because it is something so prevalent in our lives, yet most people are unaware of palm oil production and its consequences.
Unsustainable deforestation destroys natural biodiversity, poses severe social problems, and contributes 16% of all global greenhouse emissions.
Thirty-six football fields are being stripped from the world's forests each minute.
Demand for palm oil is primarily driven from the west where it is found in a variety of products such as shampoo, ice cream, crackers, and biofuels.
Our final approach focused on a web-hub (200names.com) that reveals how unsustainable palm oil production is connected to consumer-demand driven from the west. In order to draw people to this web-hub, we produced a multi-media campaign based on the idea of creating transparency towards this issue. We created lenticular posters that would be posted in bus stops and heavy traffic locations in order to grasp people's attention. We also translated this concept to a digital medium using GIFs to direct online users. Both of these methods would ideally draw people into the web-hub where they will gain insight and see how they can make an impact. The impact piece is the scanner app. This application gives people the power to educate themselves and others, and speak out towards the importance of transparency.
The video below highlights how the application can be used to find out about the sustainability status of a product. Or, if it’s unknown, provide users an easy way to tweet at a company inquiring about the status.
After presenting these concepts to Conservation International, they were extremely pleased with the potential impact this could allow. Specifically, they enjoyed that consumers were not only able to inform themselves, but able to create a public conversation directly toward companies that use unsustainable palm oil or that are not transparent about their production methods. This puts public pressure on companies from consumers.
Three weeks, Spring 2014
Skyler Rodriguez, Ciera Johl, Chip Lim
Research, ideation, sketches, creative direction, video production,