OUGD601 / Context of practice - Practical element: Inside wrapper.

OUGD601.
PRACTICAL ELEMENT.
INSIDE WRAPPER. 

I was intending to do an animation that would link to the brand and act as a platform to tell the brands sustainable palm oil story. However with no prior experience in programs such as after effects I think that the aspirations of doing an animation are too far fetched in terms of the oncoming deadline. Instead I decided to think of something I could do instead, that would still tell the story of Heavenly's sustainable morals in a fun, attractive and interesting way. I am already planning to do large scale printed promotion such as billboards and bus shelters, which could also be sized down for magazines and newspapers etc. However how could I represent and tell the brands sustainable story through another outlet, that acts as a second priority to when the customer is first introduced to the brand. 

I took a second look at the packaging, I am intending to create a sleeve for the chocolate which up to now I have planned to wrap around a foil covered chocolate bar. But, I began to think about how the reverse side of the wrapper, instead of being plain white could be used to tell the story of Heavenly's involvement and support of CSPO. The story can still take on the positive, aspirational, lighthearted simple and attractive form as prescribed via Clendaniel, Harrison, Newholm and Shaw and Lance Hosey, but via a printed format rather than an animated one.

Also, prior to consumer purchase, the reverse side of the wrapper would be hidden until the point of opening and unwrapping the chocolate bar for consumption. Meaning that brand elements such as design and flavour, should sell the chocolate prior to any green cause. However once the green cause is revealed at the point of opening, the story will act to strengthen the consumer relationship to the chocolate. 

The story on the inside wrapper must follow the steps provided in the conclusion of the dissertation in order to attract 21st century consumers. As the focus of the wrapper reverse side is to share the Heavenly story based upon the brands morals in terms of harvesting palm oil. 

PLANNING THE HEAVENLY STORY. 


- POSITIVE AND LIGHTHEARTED. 

- The story must be avoid of doom and gloom as reiterated in Morgan Clendaniels '6 ways to make brand sustainability resonate with consumers'.

(http://www.fastcoexist.com/3015902/6-ways-to-make-brand-sustainability-resonate-with-consumers)

It is therefore imperative that in order to attract consumer attention, the story of sustainable palm oil must be looked at through a positive lens, combined with a light hearted tone of voice, in order to create a friendly and inviting brand that consumers feel comfortable with and are not driven away with an overwhelming sense. There is no guilt and no criticisms of the purchasing habits already sustained by the consumer, the outlook is purely based upon future purchasing decisions in a positive light. 

- SIMPLICITY

- Clendaniel also emphasises the importance of simplicity, and this can be in regards to both the solution, or solely the way in which the solution is communicated. What you are asking of the consumer needs to be a simple solution, and in turn provide something for the consumer in return. Therefore consumer involvement will simply, in return provide them with a delicious chocolate bar. However there is no use for a simple statement or solution if the way in which it is done is overly complex. Both solution and communication need to be simple.

- PERSONAL EMPOWERMENT

Also spoken about in his article is the success of Obama's presedential campaign in which self empowerment was a prominent theme. 'More brands should do what Obama did in 2012. He didn’t hinge his message on guilt or fear. He said: "you are the change." He made millions of frustrated people feel personally empowered, and won them over' (Clendaniel, 2013). Therefore it is also imminent that consumers are inspired by the campaign and don't feel responsible, hinged on guilt but feel empowered by it. 

Information to find out for the story:

What is certified sustainable palm oil?

What are the effects of unsustainable palm oil collecting?

How bad has the issue become?

Where and what is affected?

- Certified sustainable palm oil:

Certified sustainable palm oil (CSPO) is palm oil that has been grown on a plantation that has been managed and certified according to the principles and criteria of the Roundtable on Sustainable Palm Oil (RSPO). 

This means the plantation was established on land that did not contain significant biodiversity, wildlife habitat or other environmental values, and meets the highest environmental, social and economic standards as set out by the RSPO.

(http://www.wwf.org.au/our_work/saving_the_natural_world/forests/palm_oil/what_wwf_is_doing/certified_sustainable_palm_oil/)

One of the most important RSPO criteria states no primary forests or areas which contain significant concentrations of biodiversity (e.g. endangered species) or fragile ecosystems, or areas which are fundamental to meeting basic or traditional cultural needs of local communities (high conservation value areas), can be cleared.

(http://www.betterpalmoil.org/what)

- Unsustainable palm oil:

- How bad has the issue become?

- What is affected?

'Today, palm oil is grown throughout Africa, Asia, North America, and South America, with 85% of all palm oil globally produced and exported from Indonesia and Malaysia; but most of the time not using sustainable measures.'

'The industry is linked to major issues such as deforestation, habitat degradation, climate change, animal cruelty and indigenous rights abuses in the countries where it is produced, as the land and forests must be cleared for the development of the oil palm plantations. According to the World Wildlife Fund, an area the equivalent size of 300 football fields of rainforest is cleared each hour to make way for palm oil production. This large-scale deforestation is pushing many species to extinction, and findings show that if nothing changes species like the orangutan could become extinct in the wild within the next 5-10 years, and Sumatran tigers less than 3 years.'

'Other megafauna that suffer as a result of this development include species like the Sumatran Tiger, Sumatran Rhinoceros, Sun Bear, Pygmy Elephant, Clouded Leopard and Proboscis Monkey. Road networks that are constructed to allow palm oil plantation workers and equipment access to the forest also increase accessibility of these areas to poachers that are looking for these kinds of valuable animals.'

(http://www.saynotopalmoil.com/Whats_the_issue.php)

I began to construct a story based upon both the communicative tools found in my dissertation research (overview shown above) and the intel I had gained on certified sustainable and unsustainable palm oil. 

The story aims to be aspirational, taking the facts learnt of unsustainable palm oil and not reporting them as they are, but using them to the advantage of green marketing, and spinning them into a more positive and attractive light. For example Say no to Palm Oil reports 'According to the World Wildlife Fund, an area the equivalent size of 300 football fields of rainforest is cleared each hour to make way for palm oil production. This large-scale deforestation is pushing many species to extinction, and findings show that if nothing changes species like the orangutan could become extinct in the wild within the next 5-10 years, and Sumatran tigers less than 3 years.' However the statement is laced with doom and gloom and offers no simple solution of how to change the situation. If the statement was edited to instead show how to combat the issue, society would be much more likely to understand. For example 'If every product that uses palm oil jumped onboard, an area of rainforest the size of 300 football fields could be saved every hour.' Consumers are able to clearly see how their one small moment of purchasing, can in fact result in a massive movement. This is not only much simpler for the consumer to understand, but much more attractive and inviting. 

• Here at heavenly chocolate we source palm oil sustainably from our plantations in Indonesia. 
• If every product that uses palm oil jumped onboard, an area of rainforest the size of 300 football fields could be saved every hour. 
• Within the rain forests of Africa, Asia, North America, South America, Indonesia and Malaysia roam a community of animals including the Sumatran tiger, pygmy elephant and sun bear. 
• When palm oil is harvested unsustainably, animal habitat is destroyed, as are the animals who inhabit the rain forest. 
• But thats not how we roll here at heavenly.  
• Meaning their homes stay put and so do they. 
• Its amazing what delights can come from one yummy bar of chocolate. 
• Spread the joy. Snap it, melt it, love it. buy it, gift it. Share the moment. share the movement. 
• Heavenly (logo?) Heavenly by name, Heavenly by taste, Heavenly by nature. 

Again the simplicity of the action is reiterated again in a list of unbelivably simple actions the consumer can do involving Heavenly chocolate to help create a massive change. 'Spread the joy. Snap it, melt it, love it. buy it, gift it. Share the moment. share the movement.'