Reclaim is a water-conservation campaign with elementary to middle school children as the main audience. Parents are the secondary audience because they will need to get involved for their children. It is agreed that the Earth will grow hotter and drier every year, and we feel this campaign would be a good initiative to teach our younger generations the importance of saving water as it will become the most valuable resource.
This campaign branches out from a website to social media to outdoor advertising. The goal of every campaign is to increase awareness, however for Reclaim, the ultimate goal is to save as much water as they could.
The Reclaim logo is a soft blue with rounded typography, with a droplet conveniently located as a dot over the i. Once again, the audience is elementary to middle school children therefore it is appropriate to use a combination of soft and bright colors as well as rounded typography.
A lot of process went into designing the logo, from an ideation sketch to experimenting with different typefaces to make a more approachable logo. The logo is further simplified as it progressed over multiple versions.
Having a "mascot" for the campaign helps to give a connection to the audience, and the children would be able to relate to the campaign better.
An internet banner that links to the Reclaim website would be a good starting point. It can be populated on children's websites, especially ones that are educational.
The idea for the home website is for it to be an interactive storybook-type one-page scroller. For children, the whole website does not need to be comprehensive as they have a short-attention span but the most important thing is to keep them scrolling the home page all the way down to the end. Parents can still look up their page to understand the goal of Reclaim and how they can get their children or family to participate in the campaign.
Demonstration of internet banner to website. As the character Blu falls through each section, he shows the Internet his magic to make every water-based product blue and providing water. He falls into the bucket at the end, with the two hashtags #BluBucket and #WaterMeterChallenge. #BluBucket and #WaterMeterChallenge are two sub-campaigns under Reclaim and will be further discussed below.
A lot of children these days use some form of mobile device, commonly tablets to play games and watch videos. Under parent's supervision, they would be able to browse the Internet safely and come across the website.
iPhone and Android website version. Blu will be hidden behind the slideshow sections so as to not hinder the user being able to view the content. The slideshows can be browsed through by finger swiping.
Facebook is being used as a "informational hub" where it will share information about the campaign and as well as updates on their sub-campaigns, #BluBucket and #WaterMeterChallenge. Parents will be the ones to interact with each other as well as the admin of the Reclaim page.
Reclaim's Twitter profile for updates on the two hashtags. Once again, parents use Twitter to make tweets about their updates with their children when they participate in the campaign.
Reclaim's Instagram profile where it can post their own images. People who follow the campaign will post on Instagram what their family has been up to with #BluBucket and #WaterMeterChallenge.
#BluBucket is one of the sub-campaigns under Reclaim, and the purpose of it is to have children use the bucket to collect rainwater and re-use it for purposes that they will not directly consume such as watering plants and vegetables, refilling the toilet tank, washing the car, cleaning the floor, and many more. They can be found in select locations across the country.
On Instagram, there is a Reclaim ad with a series of interconnected pictures which flows smoothly with the pipes. On it, the sponsored ad explains the #WaterMeterChallenge and what the parent can do to get their family involved. Of course, they can click on the CTA if they wish to join a good cause.
#WaterMeterChallenge is one of the sub-campaigns under Reclaim, and the purpose is to get the whole family involved in using Reclaim's water-saving tips. They can do this by taking a before picture of their place's water meter, follow the water-saving tips for a week, and take an after picture of the same water meter.
#BluBucket and #WaterMeterChallenge images can be posted on Instagram with children and parents participating.
#BluBucket images are posted by parents and can expand on their memorable experiences via tweets.
The same can be explained for #WaterMeterChallenge, with which parents can post before and after images of the same water meter after a week of saving water.
A campaign is never complete without outdoor advertising. Anyone who do not have access to the Internet outside or on the road will be able to see the ads on bus stops, the subway, or on billboards.
