Graphic Design of a Social Media Campaign on Climate Change

The diploma thesis presents a comprehensive strategy for designing a social media campaign on climate change. This year's overarching theme gave the author the idea to collaborate with the Slovenian gaming association for electronic sports – Spid.si. Social media have been developing since the inception of the internet and are quite different from one another, so we must adapt to them. They provided the author with Instagram analytics, through which the following conclusions could be reached. With all the successfully obtained information, they developed a successful marketing strategy.

Problem

The diploma thesis presents a comprehensive strategy for designing a social media campaign on climate change. This year's overarching theme gave the author the idea to collaborate with the Slovenian gaming association for electronic sports – Spid.si. They designed the project *** Weeks of Sustainable Streaming***, the aim of which is to determine whether we can positively influence people's awareness of climate change through a campaign.

In the theoretical part of the diploma thesis, they conducted an in-depth analysis of the history of social media, algorithms, hashtags and design, and explored the background of the overarching theme – the response of art, design and media to the climate crisis.

Solution and Method

Social media have been developing since the inception of the internet and are quite different from one another, so we must adapt to them. From the range of social media, they selected and designed specifically for Instagram and studied its algorithm and hashtags in more detail. They found that hashtags influence the visibility of posts and that the correct choice of colours does not affect the sharing of online posts, but rather the recognisability of the company.

Climate change brings us various problems, from atmospheric warming to weather changes. People should live more sustainably to reduce their impact, but we often do not feel motivated. The media also frighten us, and because of this we do not believe in the climate crisis or we feel powerless.

Younger generations are more interested in sustainability than older ones, so it is important that the campaign is aimed at them. The beginnings of interest in design emerged when she was given the opportunity to write articles at Spid.si. She was given free rein in design, and this is reflected primarily in the practical part of the thesis.

Since she was already working at the company, she was also familiar with the aforementioned guidelines.

Results

They provided the author with Instagram analytics, through which the following conclusions could be reached. With all the successfully obtained information, they developed a successful marketing strategy. The latter can be confirmed; thus, by planning posts, we can increase the number of followers and increase the likelihood that the algorithm will display their posts more often.

Ultimately, they achieved the main objective of the thesis, which is to positively influence people's awareness of climate change.