THE CHALLENGE _
WWOOF UK is a charity that aims to connect people with nature through the experience of living and working on a farm. Working as part of an exchange, farmers provide accommodation and food for “Wwoofer's” who in turn offer a helping hand on the farm. A lack of public awareness of wwoofing demands an awareness campaign, to grow the organisation's profile and encourage more people to get involved.
THE SOLUTION _
Starting with market research, I identified that teens and young adults are most likely to seek out new experiences and explore the world. Adopting call to action campaign tropes I chose to take a narrative approach and integrate how typical teen habits will prohibit them from gaining a wider experience of the world. I chose to comment on teens obsession with social media.
CAMPAIGN.
Combining illustration and photography to appeal to a teenage audience, my final poster campaign visually depicts that through tearing away the social media profiles the demographic seemingly live behind, they can experience nature and broaden their view on the world. Situating the campaign in both real world settings as well as online to reach the modern audience.
