Plastic Ain't Cool
MA Graphic Design Project Year 2020
SOCIAL MEDIA CAMPAIGN
Developed in response to an MA Graphic Design brief on climate change, this collaborative project addresses the systemic issue of plastic consumption. Rather than focusing on abstract global statistics, our team looked at the immediate environment: the daily lives of students.
Born from the frustration of how difficult and expensive it is to live plastic-free on a student budget, this campaign serves as both a critique and a call to action. By documenting our own plastic waste, we transformed personal consumption data into a compelling visual narrative.
RESEARCH & ANALYSIS
To ground our campaign in reality, our team conducted a week-long Personal Plastic Audit. We individually harvested every piece of single-use plastic from our daily consumption, transforming our personal waste into a primary data set.
Categorization & Market Analysis
We categorized the collected materials, ranging from food packaging to hygiene products, and performed a Comparative Market Analysis. By mapping these items against their eco-friendly alternatives, we analyzed the price gap and availability. This research revealed that for the average student, going green isn't just a choice; it's a financial and logistical hurdle.
Key Drivers of Consumption
Our analysis identified four systemic barriers that dictate plastic usage:
-
Price: The high "sustainability tax" on plastic-free alternatives.
-
Time: The convenience of pre-packaged goods for a busy student schedule.
-
Distance: The lack of accessible zero-waste stores near campus.
-
Effort: The cognitive load of changing ingrained consumption habits.
PROCESS
Our research became a direct part of the design. We wanted to experiment with physical plastic and infuse it into the campaign's message. We began by scanning different types of plastic waste and finding ways to incorporate those textures into our layouts. By using the plastic itself as a design material, we created a series of unique, high-impact visuals that reflected the reality of our consumption.
VISUAL & VERBAL IDENTITY: BRUTALISM
To match the urgency of the climate crisis, we moved away from "polite" environmental messaging in favor of a raw, uncompromising identity.
The Tone of Voice:
We adopted an Aggressive Communication Strategy. By using provocative, "high-friction" language, we aimed to shock the viewer out of their routine. This "tough love" approach mirrored the daily frustrations of trying to live sustainably on a budget.
The Aesthetic:
This verbal aggression found its visual counterpart in Brutalism. The posters utilized raw, high-contrast scans of actual plastic waste, unpolished typography, and a "maximalist-industrial" layout.
The Result:
The marriage of "brutal" visuals and "strong" language created a visceral experience, forcing the audience to confront the physical reality of their waste in its most honest, unrefined form.
_2026-03-24_14-27-44.png)
