Building a Digital Campaign

From the outset, On Our Wave Length was committed to ensuring young people had control over the look, feel and direction of the project. Here's how we put that idea into practice!

Look and Feel

The first task for our young citizen scientists was to help our Design & Multimedia Officer Carlota Huelva come up with an eye-catching logo and colour palette that would be used for all On Our Wave Length materials for the duration of the project.

We organised a fun, interactive session with some of the young people who would be taking part in the project, discussing ideas around design, branding, colours and themes. After a bit of brainstorming, our young people determined that they wanted On Our Wave Length's brand to encapsulate our coastal environment, with colours chosen to represent sea, sand and sky.

Then, they set their pencils and felt tips to work to provide Carlota with a number of concept designs to work with - you can see some of the awesome results below!

 

With such an amazing selection of concept designs to work with, our designer Carlota was able to get to work! After taking into account all of the creative input from the young people, eventually we were able to come up with a selection of final logo designs for the young people to choose between.

 

Content

Now that we had our logo, colour palette and branding in place, it was time to develop a plan for sharing our content through an online campaign.

We set up accounts for On Our Wave Length on Twitter and Instagram - Twitter to appeal primarily to our youth work audience, and Instagram to target young people specifically.

Our plan was to encourage each of the youth groups to take turns hosting On Our Wave Length via social media takeovers - one every month to give young people a platform to showcase their project and provide updates on the research.

Any data collected, images taken, and findings uncovered would be put through a design process and turned into digital assets with OOWL branding for sharing via social media. Young people would also be encouraged to contribute via blogs, video diaries, photo galleries, top tips and key learning points.

But then 2020 happened! With the world turned on its head and our youth groups no longer able to meet up and do their research in the field, we had to think again!

Earth Day Quiz

As everyone was forced to abide Stay At Home guidance worldwide, online quizzes became a brilliant way for people to connect, learn and socialise all from the safety of their home! We got together with our youth groups to ensure our content continued to be youth-led, despite not being able to meet up in person!

Each of our groups were invited to create their own quiz using the knowledge and research they'd gained since the start of the OOWL project. We would then take their awesome questions and turn it into an interactive Instagram quiz for them to share with their friends, family and schoolmates to raise awareness about key local issues.

See below for an example from our awesome team at North Berwick Youth Project:

Building a Legacy

Throughout the year, as it became increasingly apparent that our opportunities to stick to our original content plan were going to be extremely limited due to Covid-19, we had to think of how else we could build a legacy for the project and ensure each of the youth groups had something tangible to show for their hard work and research.

For our North Berwick group, video seemed the obvious choice as we were able to visit them as restrictions eased to join them on a beach clean. Before our visit, however, we engaged the young people in an online, interactive session to storyboard their film, trying to incorporate their ideas and research into a narrative. Watch the video here!

For our Western Isles group, unfortunately a visit was less feasible! Instead, the group contacted a local filmmaker to work with the young people to help them visualise what life was like on the Isle of Barra over 100 years ago. See the results here!

Video wasn't the option for every group, however! Our Argyll & Bute group wanted to clearly outline the benefits of TerraCycle and the potential for environmental benefits in future. To help them do this, we put them in touch with a digital artist to produce a 12-panel comic strip. See an example below!

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