Here’s a rustic print ad I did with the help of my friend Saira who modeled for me-thank you Saira! (this was part of an assignment that I did for a Communications class I’m currently taking):
These are the basic elements of the ad:
Attention grabber: bright colors in the fruit and vegetables
Appeal: fruit, healthy living, relatable to you (you could see yourself doing what Saira is doing).
Narrative: the ad asks the question that you often hear at the grocery store: “paper or plastic?” It then urges you to be different, to “step outside of the box” and to support and pick “the better choice”: reusable bags.
Call to action: it asks you to reject the use of paper AND plastic bags so you can instead use reusable bags; it also invites you to visit the site www.healthebay.org/store so you can get your own reusable bag. In the future, the site could change to something like healthebay.org/healthyfuture (Heal the Bay does not have a site that has such a name … yet) that could be a centralized online center for people to take action (like send letters of support to newspapers and legislators or the like) on various issues dealing with marine debris. Ideally, the center would reinforce the idea that it’s going to take all of us to solve the problem of plastic bags polluting our environment, working together: 1) through legislation that taxes the use of plastic and paper bags to discourage usage, 2) cleanup efforts, and 3) reclycling campaigns; and that if you take one element out (because of pressure from powerful moneyed interests), the efforts will most likely fail to solve much.
I’m also trying to frame the situation very clearly with this ad with some long-term messaging:
- Plastic AND paper bags = bad for your health (because it impacts your quality of life).
- Reusable bags = healthy living, promising future, protecting your children from pollution.
Sure, the ad is not commercial-quality, but I think it gets the point across very effectively nevertheless.
PS Don’t forget to click on the picture of the print ad above: it takes you to a video that CurrentTV aired about the problem of plastic bag pollution in our rivers and ocean.