Based on initial research into the issues of deforestation, it was decided to focus on paper wastage in relation to this and the effects it is having on the environment. Specifically, the main focus was the statement that 'to print and produce one copy of the Sunday edition of the New York Times requires 75,000 trees'. This took on the form of a poster campaign for the WWF, a global environmental organisation concerned with issues such as deforestation.
The posters play on what you would typically find within newspapers, both in terms of its content and aesthetics. The designs use the idea of a crossword in a playful way to get the audience to think about what it means in the context, as they would typically with this sort of puzzle. Both posters give the clue '1 down - the cause of 15 percent of all greenhouse gas emissions', one variation where the word 'deforestation' is filled in and circled in red, another where all words are filled in with the toxic gases that are released into the Earth's atmosphere when this occurs, showing the links between the two.
The designs have been produced in a way which gives the texture of newsprint running on low ink, with a limited colour palette in order to promote sustainability in their production by using less inks and printed onto handmade recycled paper.
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