Lochlan Down

Visit Australia is an engagement campaign designed to grow a community of young national park enthusiasts that cannot be ignored. It considers how to best engage young adults, which is nowadays through the internet and social media. A contemporary design identity has been used across the campaign outcomes to evoke curiosity and excitement in the young audience.

The website is the primary outcome of this campaign which acts as the central hub for the campaign. The site is highly photographic with the intent to inspire people to engage in the community or visit a national park. Various pages of the site encourage the user to interact and get involved, whether that be by attending an event, planning a fun activity for the weekend or simply subscribing to the newsletter.

A series of typographic-based stickers have been developed to intrigue young adults on their way to school or university. As university and school students are most likely to use public transport, a majority of stickers will be placed on train station walls, bus stops, train doors, traffic buttons, etc. The stickers act as a physical first of engagement to drive interaction on the Instagram and website platforms. People walking by can either scan the QR code to be directed to the Visit Australia website or they can use the Instagram handle to find out more about the campaign.

An Instagram page @Visit__Australia that individuals can use to gather information. The page intends to also drive excitement and encourage individuals to visit national parks as the aim of this platform is to grow a community of national park enthusiasts that can drive change for the future. To further evoke audience engagement, fun quizzes will be posted to the Instagram story.

This is a design research kit which was designed to understand young adults thoughts and feelings about National Parks and was used to determine the impact that humans are having on the environment. This allowed me to gather human-centered qualitative and quantitative data which formed the context of the campaign.

This kit includes three activities and a sticker sheet:
1. Create your dream National Park
2. National Park Conservation Instagram
3. Carbon Footprint Diary

To present the findings from my design research kit and secondary research, I developed an infographic. The infographic highlighted the many different issues that are affecting national parks and solidified my future campaign direction as a campaign that is designed to engage young adults in national parks in hope that they will address these alarming issues.