Greenwashing Campaign

For my final year project, I developed a campaign raising awareness on the effects of greenwashing, as well as educating consumers to help them recognize and challenge deceptive eco-friendly claims. The project combined bold visuals and clear messaging to promote transparency and informed decision-making in environmental marketing. 

Empathize

In order to put aside existing notions or assumptions, I gathered data to gain information about the target users and their needs from a variety of sources and media. I saw a pattern; the lack of data and awareness in Indonesia regarding greenwashing. Out of 101 respondents from the questionnaire I distributed, about 60% of the respondents claimed that they aren't familiar with the actions of greenwashing.

Define

I start my mind-mapping sketch by answering the 5W + 1H questions from the problem being faced and writing down information from research results or words that are related to the greenwashing topic. After the mind-mapping stage, I continued to obtain big ideas with the proposition method. The proposition method consists of describing functional benefits, emotional benefits, reasons to believe, competitive environment, discriminator, target audience, and insight.

Thus, from the proposition method above, I created the sentence "Inducing purposeful messages to enliven sustainable lifestyle" as the big idea of ​​the greenwashing campaign. From the big idea, I chose three keywords for the tone of voice, namely inspiring, expressive, and fresh as the tone of voice of the greenwashing campaign.

Ideate

I created a user journey map to map the user process before and after receiving messages from the greenwashing campaign. The user journey map is used to better understand the actions, feelings, and thoughts of users in each stage from awareness to advocacy.

The sitemap organizes the website’s content and hierarchy, starting with a landing page featuring an interactive storytelling summary that introduces users to the concept of greenwashing. It is followed by four key pages: "About," explaining the campaign’s purpose; "Learn," where users explore greenwashing in-depth; "Discover," offering sustainable local brand alternatives; and "Resources," providing additional articles and journals on the topic. Together, these pages aim to educate and raise awareness about greenwashing.

Prototype

Primary Media: Website
Desktop Prototype link: https://bit.ly/ProtoWebGW

Testing

During the prototype day, visitors explored students' tables to participate in their alpha testing. I prepared printed A5 banners and barcodes linking to a Google Form for feedback on the prototype. The form included questions about visuals, interface, experience, and messaging, using a Likert scale from 1 to 5, along with open-ended responses for additional opinions or suggestions. By the end of the day, I gathered feedback from 39 users, most of whom were 22 years old and living in major cities in West Java which includes Jakarta, Bogor, Depok, Tangerang, and Bekasi.