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V. Odell et al.
Image 5 The sustainable hippy visual display
the issues around ocean plastics and hold a high-level of importance and meaning,
whilst showing what the present and future holds without action.
The Sustainable Hippy is made from recycled material from a local scrap store in
Nottingham, clashing multi-mediums to represent how marine life is interrupted by
our behaviour. This is visually represented within the concept through the plasticfilled stomach and the character’s light-hearted yet unhappy tone-of-voice. Research
from Hamid et al. (2017) points out the importance of utilising social media as
the most effective way to communicate sustainability issues. The Sustainable Hippy
was promoted through the social media platform, Instagram (@thesustainablehippy),
which taps into the ISM model used during the workshop hoping to encourage
behaviour change through social influences.
To create a successful concept, the students chosen communication strategy was to
link the display to the past, proposing the audience are more likely to feel an emotional
response when exposed to vivid imagery that connects to personal experience using
both processed systems of the human brain (Shome and Marx 2009). For this visual
display, the goal was to channel the 1960/70s hippy movement, an aesthetic that is
humorous and adds an authentic personal touch, which has proven during Global
Week to be a great tool to capture the audience. Therefore, The Sustainable Hippy
portrays a fun-loving, slightly unusual but real personality that is diverse in identity
and attracts the public through happy energy steering clear from framing the message
V. Odell et al.
Image 5 The sustainable hippy visual display
the issues around ocean plastics and hold a high-level of importance and meaning,
whilst showing what the present and future holds without action.
The Sustainable Hippy is made from recycled material from a local scrap store in
Nottingham, clashing multi-mediums to represent how marine life is interrupted by
our behaviour. This is visually represented within the concept through the plasticfilled stomach and the character’s light-hearted yet unhappy tone-of-voice. Research
from Hamid et al. (2017) points out the importance of utilising social media as
the most effective way to communicate sustainability issues. The Sustainable Hippy
was promoted through the social media platform, Instagram (@thesustainablehippy),
which taps into the ISM model used during the workshop hoping to encourage
behaviour change through social influences.
To create a successful concept, the students chosen communication strategy was to
link the display to the past, proposing the audience are more likely to feel an emotional
response when exposed to vivid imagery that connects to personal experience using
both processed systems of the human brain (Shome and Marx 2009). For this visual
display, the goal was to channel the 1960/70s hippy movement, an aesthetic that is
humorous and adds an authentic personal touch, which has proven during Global
Week to be a great tool to capture the audience. Therefore, The Sustainable Hippy
portrays a fun-loving, slightly unusual but real personality that is diverse in identity
and attracts the public through happy energy steering clear from framing the message