For this project, I had to go out into the community and identify a social issue. I chose to base my project on the water crisis in South Africa. After doing extensive research on the water crisis in South Africa, I was able to create awareness around the water crisis issue.
To start off with, I researched previous water awareness campaigns to identify what was previously done and if there is a common thread. I found that a lot of water awareness campaigns are in general very similar in their visual languages. I wanted to go against everything water normally represents or mean to us. I wanted my campaign to be 'in your face', something you can't walk away from without your emotions being stirred. So, I researched a style that does that best; propoganda. The somber use of colours and the expressive use of wordplay, really inspired me throughout my project.
Usually water is depicting as a mirage of shades of blue, peacefulness and utter cleanliness. I wanted to reappropriate the semiotics of water to communicate the urgentness of this campaign. Therefore, I made use of dark reds, blue,black, and white. I wanted the water to resemble blood, to not only capture attention but also to visually communicate and compliment the word play. My campaign is al about how we are taking lives by wasting water, essentially making us murderers.
I strategically placed my design where water is potencially wasted or where water is seen/consumed. Therefore, I will directly reach my target marget; the people who wastes water.
So, next time you leave the water running, remember: the volume of the human body is two-thirds water. It clears the importance of water in our lives. By practising simple steps we can conserve water and ensure the availability of water to future generations. So don't have blood on your hands; start saving each and every drop of water - start saving a life!
