Bus Wraps & Billboards

Sustainability & the Climate Crisis

Sustainability and the climate crisis have become urgent issues that demand attention and action. Over the past few decades, the negative impacts of human activities on the environment have led to significant changes in our planet's climate. This includes global warming, melting polar ice caps, rising sea levels, and more frequent and severe natural disasters. These changes pose threats to ecosystems, biodiversity, and human life, making it essential to address them through various means, including education and awareness.

1990s

The 1990s marked the beginning of widespread awareness about environmental issues. During this decade, sustainability campaigns often focused on raising awareness about the greenhouse effect, deforestation, and the depletion of the ozone layer.

2000s

In the 2000s, the focus shifted towards the broader impacts of climate change and the importance of reducing carbon footprints. Campaigns began to incorporate more sophisticated design elements and multimedia approaches.

2010s

The 2010s saw the rise of social media as a powerful tool for spreading messages quickly and widely. Campaigns became more interactive and visually striking, often using shock tactics or humour to capture attention.

Why Bus Wraps & Billboards?

Bus wraps and billboards are effective mediums for promoting sustainability due to their high visibility and ability to reach a broad audience. These forms of outdoor advertising are particularly impactful in urban areas where they can be seen by thousands of people daily. Bus wraps, which cover entire buses with vibrant designs, and billboards, which dominate the visual landscape of busy streets and highways, both offer large canvases for creative and compelling messages.

RiotACT (2023) 'Government seals deal for 90 new electric buses for Canberra' URL

These advertising mediums are ideal for sustainability campaigns because they provide constant exposure to the message. Unlike digital ads that can be skipped or ignored, bus wraps and billboards are always in the public eye, making them hard to miss. Furthermore, their large size allows for bold, eye-catching designs that can effectively convey urgent messages about the climate crisis.

Land Stewardship Project (2022) 'Billboard Campaign Highlights the Power of Healthy Soil in Southern MN' URL

Examples

WWF “Turn Off the Lights”

The graphic promotes Earth Hour by encouraging participation through turning off lights for one hour, highlighting the urgency of climate action and sustainable living. It targets environmentally conscious individuals and communities globally, urging collective efforts to protect the planet. The design features a WiFi symbol, urban landscapes, wind turbines, a cyclist, and a happy panda, connecting modern life with sustainable practices and reinforcing the message that sustainability is achievable in everyday life.

WWF (2020) 'Turn your lights off tonight for Earth Hour and commit to a sustainable living' URL

Greenpeace 50 Years

This design is created as part of a competition to mark Greenpeace's 50th anniversary, commemorating the organisation’s evolution from a grassroots movement to a global force for environmental and social justice. It reflects Greenpeace's history of peaceful activism and its ongoing commitment to protecting the planet. The design targets Greenpeace supporters, environmental advocates, and the general public, aiming to inspire continued engagement with the organisation’s mission and attract new supporters who share its values. Featuring a 'Peace Dove' taking flight from a Greenpeace ship and forming the number "50," the winning design symbolises Greenpeace’s dynamic journey over the past five decades. The visual elements connect the organisation’s origins in anti-nuclear activism with its broader environmental mission, effectively conveying a message of hope, resilience, and ongoing action for a sustainable future.

Greenpeace (2021) 'And the winning design is…' URL

Coca-Cola Plant Billboard

This design was developed as part of a broader effort to highlight sustainable out-of-home advertising practices, aligning with the growing global emphasis on eco-friendly initiatives. The design was created to showcase how businesses can reduce their environmental impact while still engaging in effective marketing. Targeting environmentally-conscious consumers, business owners, and stakeholders, the design aims to inspire a shift towards greener advertising methods and demonstrate Coke's commitment to sustainability. The visual elements are made from eco-friendly materials and use innovative technology to continue growth, while emphasising the Coke bottle shape. This communicates responsibility, innovation, and a forward-thinking approach to advertising in urban environments. By integrating sustainable practices, the design not only enhances the brand's image but also positions Coke as a leader in the movement towards environmentally responsible business practices.

Movia (2019) 'Sustainable Out-of-Home Advertising: Why it’s beneficial and how it’s implemented' URL

Volkswagen “Think Blue”

The graphic design for Volkswagen's "Cylinder Deactivation" campaign, developed by DDB Brussels, was crafted to highlight the innovative fuel-saving technology of the Golf 7. Targeting environmentally-conscious drivers and urban commuters in Belgium, the design cleverly uses a bus advertisement to demonstrate how the technology reduces engine use at lower speeds, promoting eco-friendly driving. The visual simplicity and direct message effectively communicate the car's efficiency, reinforcing Volkswagen's commitment to sustainability and innovation in the automotive industry.

AdSpot (2012) 'CYLINDER DEACTIVATION' URL

Strategies

Shock Tactics

Shock tactics and humour are powerful strategies in advertising that can make sustainability messages more memorable and impactful. Shock tactics often involve using startling or provocative images to capture attention and evoke an emotional response. For example, a campaign might use images of polluted oceans or endangered animals to highlight the consequences of environmental neglect.

RSPCA ACT (n.d) 'Marley's Story' URL

Humour

Humor, on the other hand, can make sustainability messages more relatable and engaging. By using clever and funny visuals or slogans, campaigns can draw in viewers and encourage them to think about the issues in a new light. An example of this is the “Dumb Ways to Die” campaign by Metro Trains in Melbourne, which used humorous animations to promote train safety and environmental awareness.

Video Sparks (2019) 'Dumb Ways To Die By Metro Trains Melbourne' URL

Dumb Ways to Die is CRAPP(S)

Context
The campaign was launched by Metro Trains Melbourne and initially appeared as a video shared online, later expanding to posters, billboards, a mobile game, and even a children’s book.

Reason
The design was created in response to the need for a public safety campaign to reduce train-related accidents by educating people about the dangers around trains in a memorable and impactful way.

Audience
The primary audience was the general public, particularly young people who may engage in risky behaviour near trains. The campaign also reached a global audience due to its viral nature.

Purpose
The purpose of the campaign was to promote railway safety by discouraging dangerous behaviours near trains, using humour and catchy visuals to make the message stick.

Principles of Design & Elements of Art
The campaign used principles such as contrast and repetition, with bright, colourful, and simple animations that highlighted the absurdity of dangerous behaviours. The use of cute characters and a catchy tune made the serious message more engaging.

Strategy
The campaign strategically employed humour, irony, and a multi-channel approach to engage the audience, making it highly shareable and relatable. The hands-off approach after launch allowed the message to spread organically, enhancing its authenticity and reach.

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