Inspired by research I conducted into the decline of bumblebee numbers and the effect that this has on global food production, I produced an advertising campaign named 'Bee Aware', encouraging people to plant wildflower seeds that are valuable sources of nectar and pollen in order to attract pollinators such as bees. I designed two campaign concepts: one of a more implicit nature, and one explicit.

 

The first concept initially draws the viewer in with its intriguing imagery and invites you to read on. The text then outlines the issues occurring with the decline of bees and how you can help. There are many implied meanings within the campaign, including the pattern of the flower mimicking the process that occurs during pollination. Further implied messages occur with the three flowers in the first poster referencing the "one in three mouthfuls.." quote, the second poster flower with 3/4 missing referencing the "pollination is needed for 3/4.." quote and the third poster flower with almost 1/3 of the bees eliminated referencing the "..fallen by up to 30%.." quote.

 

The second concept is a much more explicit message, stating that the reader should buy this product and why.