The client, Beyond Pesticides, requested a social awareness campaign
to bring awareness to the dangers of pesticides. The project's goal was
to design materials that are quick to understand and stand out from the
stereotypical home and garden imagery.
The target audience are male or female, ages 20-60, all
social classes, located nationally, and families that have children. I
wanted to focus on reaching out to the common everyday American.
Primarily the advertisements would be geared toward the person more
likely to buy groceries and prepare the household meal. My main goal was
to be different and stand out. Creating a gentle "shock" factor, I
used images of cute babies with powerful taglines.