Help: Redefining perception through design.

Self-Initiated Campaign

Graphic Design

In the project "Lost Kindliness," the goal was to create a campaign that addresses the negative impact of littering on mental health, animals, and the environment. The primary aim was to use design to change public perceptions and behaviors related to littering. The intention was to evoke empathy and inspire meaningful change through visual storytelling.
My journey started with extensive research, diving into the reasons behind littering. I discovered that littering was a complex issue with diverse motivations, such as indifference, lack of personal responsibility, and social norms. Feeling overwhelmed but undeterred, I decided to focus on adults and drew inspiration from the ancient Roman philosopher Cicero, who championed personal responsibility and virtuous actions.

I formulated a list of positive actions people should take instead of littering: nurturing a sense of belonging, cultivating empathy, recognizing individual impact, and fostering a strong community spirit. However, I felt that this approach, though well-intentioned, lacked novelty and impact.
Feeling stuck, I thought deeply about the root causes of littering and realized that blaming individuals wouldn't solve the problem. I decided to address children instead, who often imitate the behaviour of their parents and caregivers. I envisioned two characters, Pick Up and Carry, who would personify the act of cleaning up litter. To engage children, I thought about creating an innovative app that used augmented reality to reward them for picking up litter and contributing to a cleaner environment.

Still, I wasn't satisfied. I needed a fresh perspective to inspire change truly. After taking a break and clearing my mind, a sudden revelation hit me. I came across an old sketch of a character named Litman, who was once a beautiful flower but turned miserable due to the pollution around him. This was the turning point—the "Lost Kindliness" concept was born.

In "Lost Kindliness," I anthropomorphised the litter, giving it emotions and feelings. I took pictures of the abandoned litter, portraying them as lonely, desperate beings yearning for belonging and care. I utilised vibrant colours to ensure the posters stood out amidst the bustling streets and incorporated riso print effects to impart a tangible, analogue warmth to my designs. The broken, curved text reflected the litter's despair, creating a sense of empathy and touching viewers' hearts.

With the new design approach, I created visuals that attempt to stir emotions in people. Hopefully, my posters and graphics will call for action, urging people to help the lost kindness and make a difference in the world. If the campaign were to go viral, people all over the UK could begin to view litter differently.

As the "Lost Kindliness" movement gains momentum, communities will unite to clean up their streets and parks. Children and adults will take responsibility for their actions and make conscious choices to keep their environment clean. The positive change will ripple through society, influencing businesses, local governments, and policymakers to take more decisive action against littering.

My approach intent to show that design can be a potent force for change, evoking emotions and inspiring action. Hopefully, the "Lost Kindliness" campaign will become a powerful symbol of transformation, reminding people that every small act of kindness can make a big difference in the world.

In conclusion, I believe that designers have the power to make a difference in the world through their unwavering determination, boundless creativity, and heartfelt empathy. With every emotion they evoke, they inch closer to creating a kinder, more responsible, and compassionate society.

I am always open to conversations and collaborations and would love to hear from you. Feel free to message me on any social media mentioned here.