Most Americans’ would agree that preventing pollution is a noble and worthy purpose, but this poster would leave them scratching their heads. At least, it leaves me scratching my head. Is this an advertisement to promote Pollution Prevention Week? Commemorate it? What?
Let’s run this poster against the four steps:
- Step One: Begin with Behavior. Nope. They may want you to attend some kind of function for pollution prevention week, but they don’t tell you what or how.
- Step Two: Find Foolproof Photos. Nope. I don’t know what this empty landscape is supposed to tell me.
- Step Three: Swap the Shoptalk. Check, I guess. There’s no environmental jargon in the poster.
- Step Four: Insert the Words That Work. Check, but not really. The word “pollution” is in there, but it’s so devoid of any content or context, that I don’t think it makes much impact.
It seems to me that the National Pollution Prevention Roundtable should take a deep breath and decide what it wants to accomplish with this poster and related materials before it plunges in to design and printing. Anybody got any thoughts on how they might fix this?
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Photo should include people picking up trash, or of half-full trash receptacles along a clean walking/biking trail or public lake access or some such. People should be in those photos, too, perhaps enjoying the beautifully clean area.