Final Proposal  

- Central proposition

- Concept Map

- Touch points:

   Website

   Social media

   Sticker labels

The TED talks

https://www.ted.com/participate/ted-prize/prize-winning-wishes/mission-blue

 

 

 

 

 Looking at existing sustainability issues surrounding tinned tuna campaigns

http://www.greenpeace.org/australia/en/what-we-do/oceans/Take-action/canned-tuna-guide/

http://www.greenpeace.org/new-zealand/en/press/Fisheries-companies-win-contract-to-monitor-themselves/

http://www.greenpeace.org/new-zealand/en/campaigns/oceans/Defending-our-Pacific/The-solution-is-to-Change-Your-Tuna/

http://www.greenpeace.org/new-zealand/en/campaigns/oceans/Defending-our-Pacific/The-solution-is-to-Change-Your-Tuna/

https://www.youtube.com/watch?v=o8OAKADo9yg

 http://www.greenpeace.org/usa/oceans/tuna-guide/

KENZO
NO FISH NO NOTHING

 http://okfoc.us/kenzo/

 

NABU

https://www.tvnz.co.nz/one-news/new-zealand/buy-nz-fish-get-dead-mauis-dolphins-free-seafood-and-mpi-accused-cover-up

http://greenpe.ac/s9rik#http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11639828

http://www.newshub.co.nz/nznews/deals-have-been-cut-with-dodgy-fishermen---researcher-2016051708#ixzz48rEiZT1o

ARTIVISM

 

Hyundai Country Calendar

Sustainable Seas: A Hawke's Bay fisherman has re-invented the fishing net, to fish more sustainably. His success fishing with his steel cage innovation has fisheries staff keen to conduct trials.

 https://www.tvnz.co.nz/content/tvnz/ondemand/shows/c/country-calendar/s2016/e9.html

 Global artists spread message of marine conservation

http://www.radionz.co.nz/national/programmes/spectrum/audio/201799553/global-artists-spread-message-of-marine-conservation

Pangeaseed Foundation
https://www.pangeaseed.foundation/

 

Link to video here

 https://www.facebook.com/NatureofNaturee/videos/1020182361352540/

 http://shopdropping.net/

Proposal

- Intro/basic explanation
- Audience/ design activism
- Precedents/ existing activism
- User journey map

Touch Points:

Poster
Labels/stickers
TED talks & news articles 
Social media/ share system (facebook, twitter)

- Alternatives/ conclusion

- What is the problem?
- Where does it come from? (fish/seafood)
- How was it caught? (line caught, gill nets, long-line)
- Methods to avoid (trawling, seine net)
- Who caught it?
- Alternatives

noun / By Catch
All incidental catch of non-target fish and ocean wildlife, often discarded at sea.

Use illustration to attract/appeal to wide audience
- Hand-drawn or vector 
- Incorporate shocking facts and statistics into labels

- Links to Daniel Pauly or Sylvia Earle TED talks 
& social media pages: can share on facebook and twitter    

Sketch/mock ups:

 In the recent news

https://www.tvnz.co.nz/one-news/new-zealand/seafood-industry-slams-report-into-un-reported-fishing-catches-not-far-off-mischief?autoPlay=4895313616001


scan of Daniel Pauly newspaper article 

Lack of information of tinned seafood products in supermarkets
Countdown where I work

Next Step

Design Concepts

looking at bottom up and top down
informing an audience
or taking activists from 6/7-10 turning attitude into behavior

Challenge and create a new paradigm

bottom up:

-Look at packaging and create labels that are honest and bring to light the fishing brands that use unsustainable fishing methods. 

-Label fishing brands that do have sustainable fishing methods

this way we give the activists a way to enforce their attitudes into behavior whilst also informing the public/everyday consumers. 
This gives consumers information to decide what to boycott and what to purchase and make a sustainable decision. This also affects supermarkets and creates conversation with the industry and then hopefully the government.

Look at existing precedents of written and design activism with the fishing industry

Link the consumer to perhaps a TED talk or info webpage?
The Blackfish documentary effect, being spread through word of mouth and social media
Use social media as a connecting platform  

Design for interactions

Design for social innovation
significant change, emerging paradigms and systems

Design that challanges existing socio-economic and political paradigms

Awareness- methods, tools, education, benefits
Discussion- ask to make behavioral change

Holistic
Dynamic
Intuitive
Responsive

0-what? how much change can I make?
raising awareness isnt enough alone

what is my tone of work?

Biotic and Abiotic relationship and impact

audience
demographic
geographics
psychographics

 context

Bottom up or top down?

who will use your product/service?
what do they have in common?
what divides them?
pressing issues?
where do they get their information from?
peers/media etc?
bullshit filter

key influeneces

who do they trust?

create a story, build their day

conscious consumption
how do you get your issue on the radar?
time frame of impact

top down- tourism (hypocrisy), industry (boycott)
bottom up- greenpeace and consumers

lack of respect for what we have

Health benefits of tuna/salmon

- blood pressure
- heart health
- growth and development
- weight loss and obesity
- boosted immune system
- energy levels
- blood circulation
- cancer prevention
- reduce inflammation
- depression
- mercury and selenium balance 

Health concerns

- mercury intake
- bisphenol A considerations
- sodium concerns 

Audience

Demographic

Pyschographic

- Consumers of seafood (more specifically tinned tuna/salmon)

- Young gym junkies  
- Health conscious eaters (omega 3 benefits etc)
- Young people who want instant meal food (convenience)
- Can last long periods of time, back up meal in cupboard 

Concept Map

Focusing on how the fish is caught, and how to empower consumers to make good choices and educate them of the actual implications of buying unsustainable caught fish (as most people don’t care) and why they should care

• consumer rights – right to know how your fish is caught and where
• research the types of methods used by commercial fisheries
• which countries have the most sustainable policies around how fish is caught
• Education for the general public – on sustainability of fishing, what are government/private/charity organizations are currently doing to get the message across?
• What are the barriers to sustainable fishing? Large commercial companies, labour intensive – too costly.
• Are there any cool solutions/ideas/inventions currently on sustainable fishing?
• What are the key risks? loss of species, fish declines worldwide, irreversible damage to the sea floor and reefs. and what does this mean for future generations? why should consumers care?

http://www.seaaroundus.org/


Daniel Pauly TED talk

https://www.ted.com/talks/daniel_pauly_the_ocean_s_shifting_baseline?language=en#t-344822


Sylvia Earle, Oceanographer TED talk 

 https://www.ted.com/talks/sylvia_earle_s_ted_prize_wish_to_protect_our_oceans

http://www.telegraph.co.uk/news/uknews/1533125/All-seafood-will-run-out-in-2050-say-scientists.html

http://www.wwf.org.nz/?13481/Govt-papers-prove-EEZ-was-scratched-from-marine-proposal

Recent news reports on the fishing industry

https://www.tvnz.co.nz/one-news/new-zealand/report-shows-illegal-tuna-fishing-costs-pacific-millions-dollars


https://www.tvnz.co.nz/one-news/new-zealand/new-zealand-fishing-catch-significantly-underestimated-report.html?autoPlay=4745714801001

Question : Topic

Gill netting and trawling by commercial fishing industries and the impact/threat it has on New Zealand coast marine life. With focus on the declining numbers of critically endangered Maui's dolphin.


 -


power of the people, people buying product
(american cofffee housewives) -look into
lobbyist's effecting politics

one or two things to empower people
bombard fishing companies
boycott fishing company products
promote sustainable methods of fishing
we know, but why arent we empowered to do something?

ways of empowering consumers

look at articles on empowering consumers examples
activism
documentaries

Narrow down!
what's the hook?

Marine life and conservation
Whaling/fishing industry
Maui's dolphin extinction

Found articles

http://www.radionz.co.nz/news/political/298474/govt-accused-of-breaking-marine-promise

http://www.linz.govt.nz/sea/nautical-information/maritime-boundaries/exclusive-economic-zone-continental-shelf-boundaries-between-new-zealand-australia

http://www.stuff.co.nz/business/industries/75267434/New-Taranaki-exploration-sites-could-harm-Mauis-dolphins-WWF-say

http://www.stuff.co.nz/national/politics/74528305/New-Zealand-and-Australia-condemn-Japan-for-resuming-Southern-Ocean-whaling


Scholarly sources

 http://science.sciencemag.org/content/316/5832/1713.full

The capitals

Natural (environmental, ecological)
Human
Social
Financial
Manufactured
Man-made (material) goods
Cultural
Symbolic
Institutional 

https://designopendata.files.wordpress.com/2014/05/designactivism-beautifulstrangenessforasustainableworld_alastairfuadluke.pdf

To Develop

Cosmetic industry- bottles/packaging- emphasis on branding importance
looking into sustainable packing alternatives/ materials

The importance of branding to consumers
status consumption
cost
re-usage
plain packaging
mass production
unnecessary packaging    
ritual community 
 

Plastic beads in exfoliators 
affect on ocean and wildlife  

 

http://www.fastcodesign.com/3039816/24-clever-examples-of-design-activism/4

Design Activism
-Anne Thorp, Fuad Luke

Counter Narrative

Meta Design
re-designing design
-John Wood  

Transition Design

What methods are you going to use?

PARADIGMS
related to question/topic
idealized outcome/design

To do: Independent concept map 

Paper usage/waste- design students as target
Cars on the road vs cycling
stray animals- get animals desexed- protecting native species
Cosmetic industry- bottles/packaging- emphasis on branding importance
looking into sustainable packing alternatives/ materials
people- laziness growing- supermarket stance- packaging- online shopping etc
ciggarette packaging, plain packaging debate