OUGD502: Visiting Professional - YCN & Harrogate Water | Thirsty Planet

YCN

YCN is a curated, creative network.
People that see a huge value in creativity.
Based in East London, Shoreditch.
Ongoing professional support for individuals

Can take a dry, complex subject matter and distill it into something more sustainable. Take a brief and engage it with the target audience to make the message as clear as possible.
Show how you analysed the problem, research, people want to see your thinking before you see the final outcome.
Always encourage students to really read the brief, answer it but don't be limited by that. Example: they didn't ask for an app but they developed one. They saw value in it so added it to it. Another people did 80 pages for their research and conducted a research survey.

Me and Steven from illustration have decided to do the Thirsty Planet brief for responsive so it was imperative to take notes on the talk:

Harrogate / Thirsty Planet

An important part is the heritage. Britain's oldest bottled water.

• Thirsty Planet is the only Charity Water brand which is actually bottled by the brand-owner. This takes place at source at our award-winning facility in Harrogate.
• Since launching in 2007 we've now raised over £2m for Pump Aid.
• Helped build over 8,000 pumps
• Bringing clean water to more than 1.35 million people

What makes them different:

• They guarantee a fixed donation with every bottle. There is a fixed donation on every single bottle which will go the charity.
• This allows a sustainable delivery program.
• They're responsible for producing our products in the most environmentally friendly way possible, doing everything they can to minimise their impact.

Pump Aid - pumpaid.org

• Chose Thirsty Planet because of their sustainable approach.
• Pump aid is all about delivery
• 95p of every £1 goes directly to the field.
• 50/60 people working there on the project.

People need to be told why they should buy it. They've kept the friendliness and now it's all about trying to make it seem cool. The people drinking bottled water is an 18-24 year old and female bias. Trying to make it a little bit edgy. Worldly and smart, afford to be casual and witty. No point pitching somewhere where they can't get the core demographic right. They want people to buy into the brand because it is a good brand. Doing good needs to become attractive to people. It's not about preaching and telling people the amount of people that are dying or guilt tripping people. It's about celebrating what they're doing.

How do we take thirsty planet and make it appeal to your age group? Make drinking water something you enjoy and something that's attractive.