/ɪnˈvʌɪrənm(ə)nt,ɛnˈvʌɪrənm(ə)nt/

/dɪˈmɒkrəsi/

/ˈdeɪtə/

I decided to look into this magazine for a number of reasons, but mainly because they are using a platform which usually feeds us celebrity gossip, overwhelming advertisment and unimportant topics. We don't expect to open a magazine and be confronted with facts and real-world issues. It's Freezing In LA! is using this platform to provide a new perspective on activism, what the magazine industry focuses on, and how the message of change is conveyed. Throughout its design, each issue provides solid proof of the genuine consequences of climate change. People are more likely to be drawn to the magazine and, as a result, more likely to read it and be informed on the effects of climate change through it's use of colourful and strong imagery, graphics and text.

The climate crisis is a real-world issue that is taking place right now. After investigating the climate crisis, I realised that the facts of its repercussions on the planet were being filtered out and not being portrayed clearly enough to the common person. The majority of information about the climate crisis is a slew of statistics and paragraphs. When much of the available information is dull and often difficult to understand for some people, such as the average child, it might be difficult for some people to understand the actual scale of the issue. Not only that, but individuals nowadays are just more likely to absorb and absorb visual information. Due to the world of social media, we are used to being influenced by 30 second adverts and getting our information from 7 second videos, meaning our attention span is naturally going to being shorter. This led me to think about how I could present all the information I wanted to in as little of the audience’s time as possible. 

My research into extinction rebellion proves this point. Through the use of bright, simple and snappy graphics, the climate change group has established itself and its message clearly and is one of the most internationally recognised. 

After identifying my target audience and how they process information, I began developing my campaign. I wanted the message to be universally understood by individuals of all ages and backgrounds. I made a simple yet highly visually informative film out of compiled footage that highlights the impacts and the urgent need for change. It may not appear as dramatic and spectacular as my other ideas, but I believe it was the concept that best allowed me to convey the message of the need for change. You have no choice but to face what our actions are having on the planet as its presented right before your eyes through real and raw footage.

Pairing the video with a set of bold posters also attracts the viewers’ attention. I used bright colours and bold imagery to create an eye-catching graphics and paired them with my chosen phrase “tell it like it is”, and a QR code which leads the viewers straight to my short and snappy 2-minute video. In this short amount of time, the audience can view, understand, and absorb Greta’s message visually and understand the urgency without any of the harsh realities getting lost in translation. 

Overall, I have been able to create an informative campaign which portrays Greta’s message clearly and effectively in and easy to digest manner, whilst still being visually- pleasing.