Client: Do The Green Thing
Role: Strategist, Graphic Designer
Do The Green Thing is a public service that uses creativity to tackle climate change - the goal is to make sustainable choices desirable with the help of art and creativity. They invite art directors, filmmakers, designers, illustrators, etc., to talk about environmental issues through their chosen medium.
In this student project, we were asked to deliver a strategy convincing young men that it's not only up to women to take environmental actions.
Research shows that the major influence on male apathy towards environmentalism is toxic masculinity and outdated beliefs about gender roles. These are deeply rooted and holding men back from making "green" decisions. How can we convince them to change their habits without judging and pointing a finger?
Creating a street art campaign to show men they can make good environmental choices while breaking down outdated social norms. Street art has always been a means of expression for the youth of a community, and it's often tied to rebellion. Collaborating with street artists with a social media presence would further spread the "green" message online.
The Bulk will be the face of our campaign, the common character seen on the murals and throughout all platforms. He's an eye-catching parody of a recognisable hero that the target group loves. The Bulk resembles a characterisation of toxic masculinity traits however he choses to make eco-friendly choices, which will be seen on each mural.
Step 1 - invite street artists with a social media following to collaborate.
Step 2 - present the brief - each mural has to include the Bulk and a QR code leading to an educational website.
Step 3 - street artists create the murals in their style, and create content about the project on their channels.
Step 4 - collaborate with micro-influences in relevant niches to make people interested in visiting the murals.
Step 5 - share with #BeLikeBulk - the goal is to generate as much organic content as possible, and spread awareness about the issue.
