British weather is renowned for its temperamental state between drizzle, cold snaps and the occasional sunlight. This often poor weather can have knock on effects to peoples’ everyday attitudes and frame of mind, bringing them down or putting them off being more active, leading to further consequences.

In response, an NHS/Government funded advertising campaign is needed to alter these general preconceptions and deter the nation's negative stigma of rain, wind, and the cold.

As this is a subject which is applicable to the vast majority of the country, a series of target audiences need to be defined. To roughly segment the general public, five groups have been outlined and reasoned. They are;

Children, who can be targeted to prevent forming negative preconceptions later in life.
Teenagers, who can be encouraged to get outside more often, and away from phone, computer and console screens.
Young adults, to invite a more active view to life.
Adults, for the incentive to take more holidays, time off, and ease stress.
OAPs, improving their general state of mind and outlook on life.

Looking at the basic audience profiles, three stood out in particular (teenagers, young adults and adults) for a number of reasons;
By opting for the middle range of audiences, it removes the extremities of interest, and thus allows for the most overlap of appeal from a single design style.
These audiences also have conceptions of weather which have the most effect on daily routines- likely discouraging activities.
This is also an audience range that is widely affected by depression. Instilling an ethos of optimism and happy persistence will not only aid in tackling weather conceptions, but mental health as well.

This illustrative graphic style is highly suitable for the campaign and target audiences due to its established use within pop culture and entertainment, familiar and friendly aesthetic, and the strong, characterful, expressive style.

The adult section of the audience are able to relate through childhood cartoon nostalgia and illustrative styles of their era.
The young adult audience will also express interest as it echoes 90’s Cartoon Network styles, but also is kept relevant by comedies they watch such as the Ricky Gervais show.
Teens will appreciate it from a view that it is fresh and expressive in comparison to styles of their generation.

While the graphic style adopted a strong visual theme, drawing nostalgia and familiarity from two of the audiences, the campaign message plays on an optimistic vibe that things ‘could be worse’- a phrase which epitomises the mundane effect weather has on lifestyles in Britain. It also enables an injection of humour, encourages a proactive take on everyday routines, and invites audiences to share their ‘could be worse’ scenarios via the social media hash tag #weatherview.

As a non profit campaign, this composition is minimal, effective, and cheap to produce while maintaining high impact where desired. In further reach of the audience through above the line medias, the campaign has been taken to 5 second Youtube adverts. These are specifically short ensuring the user cannot skip, to make the rewatch factor easy and desirable from the quick burst of humour.

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