This project was a social issue campaign conducted at university. I had chosen to work with campaigning for The Vegetarian Society UK (VegSoc) to produce a series of posters with a light intention to reduce meat eaters consuming meat for most of their diet. This included an intended humour factor/pun with a brief health fact about the correlation between vegetarians having a lower incidence of obesity, heart disease, high blood pressure and type 2 diabetes.
As a society we are becoming more and more health conscious, which is a good thing however, various diets and health guides promote the daily consumption of meat. This can be the cause of some life-threatening health conditions in the long-term. I felt it’s something people who consume a lot of meat do not realise, the pros and cons of eating meat are always outweighed by the pros.
When researching on this issue, it came to my notice that previously designed posters on vegetarianism were quite hard-hitting and graphical in terms of the language used and imagery. I decided to make my poster series much less aggressive of the idea as it’s quite a turn off for people to change their mind when they feel forced. Taking a relaxed approach with a touch of humour seemed like something that would make people stop and read, and then understand the benefits given below.
For this campaign, I had redesigned the logo of VegSoc with the letter ‘G’ forming an arrow as if it’s telling the audience to follow or ‘Go Vegetarian’. For each poster, I had also added an element of each animal on the logo that the context of the poster was based on which also bridged the link between what the pun intended, such as, a pig tail for ‘Don’t Pig Out, wool/fur of a lamb for ‘The Only Thing You Should Chop Is Vegetables’ and lastly, cow horns for ‘There’s So Much More At Steak When You Consume Meat’.
Software used in this project: Adobe Photoshop & Adobe Illustrator.
