Invasive Species

Inspired by 1950's B horror movies, we created a real government propaganda campaign against the four biggest threat's to Ontario's ecosystem. This campaign was the first test for the Ministry of Natural Resources's new digital marketing team and as the only creative onboard, the concept, strategy and execution fell onto my plate.

 Cropped version of the website banner

Cropped version of the website banner

 Poster for Ontario Parks

Poster for Ontario Parks

 Postcards for Biodiversity Summit

Postcards for Biodiversity Summit

Shareable provided to stakeholders through E-tookit

 Shareable provided to stakeholders through E-tookit

Shareable provided to stakeholders through E-tookit

 Full series of postcards for Ontario Parks and stakeholder educational programs

Full series of postcards for Ontario Parks and stakeholder educational programs

 Shareable provided to stakeholders through E-tookit

Shareable provided to stakeholders through E-tookit

 Bold type treatment stands out as a full page ad in the Ontario Parks Guide

Bold type treatment stands out as a full page ad in the Ontario Parks Guide

 Shareable for twitter and facebook

Shareable for twitter and facebook

 Print ad for the Fishing Regulations Summary

Print ad for the Fishing Regulations Summary

site-invader-laptop.jpg
 Shareable to launch new Invasive Species legislation

Shareable to launch new Invasive Species legislation

 Temporary tattoos for the student competitors at Envirothon 2016. The theme that year? "Invasive Species."

Temporary tattoos for the student competitors at Envirothon 2016. The theme that year? "Invasive Species."

 Temporary tattoo artwork

Temporary tattoo artwork

 Temporary tattoo artwork

Temporary tattoo artwork

 Temporary tattoo artwork

Temporary tattoo artwork

 

Targeting the Audience

As an awareness campaign dominated by social media, our audience became a key part of the strategy. Keen outdoor "hobbyists" (anglers, boaters, gardeners, hikers and cottagers) are emotionally involved with Ontario's land and waters. If invasive species took hold in an angler's favourite lake, their days of fishing walleye would be over. These hobbyists were also more likely to come into contact with an invasive species; therefore it was important to make sure they knew how to identify an invader, report its presence and stop it from spreading. I created special materials targeted to these hobbyists, casting them as heroes in the fight against invading species. 

 
 Original artwork adapted to use across print and digital products

Original artwork adapted to use across print and digital products

 Artwork for facebook ads and twitter shareables. 

Artwork for facebook ads and twitter shareables. 

 Original artwork adapted to use across print and digital products

Original artwork adapted to use across print and digital products

 Original artwork adapted to use across print and digital products

Original artwork adapted to use across print and digital products

 Artwork for facebook ads and twitter shareables. 

Artwork for facebook ads and twitter shareables. 

 Website banner created for one of our stakeholders (by request). 

Website banner created for one of our stakeholders (by request). 

 Artwork for facebook ads and twitter shareables. 

Artwork for facebook ads and twitter shareables. 

 Artwork for facebook ads and twitter shareables. 

Artwork for facebook ads and twitter shareables.