The role of visual communication design in developing strategies for effective environmental campaigns

This research draws upon literature in the growing field of environmental communication and the field of environmental and conservation psychology to develop a framework to inform the conceptualisation, design, and implementation of environmental campaigns using visual communication to influence pro-environmental behaviours. As such, the chapter provides a rationale for the development of that framework and reports on how it has been applied in the conceptualisation, design, and implementation of an ongoing marine environment campaign for Sea Shepherd. As this research is ongoing 1 , testing the impact of the campaign on changing people's attitudes towards the environment is beyond the scope of this chapter. Instead, it will focus on outlining how the framework has been developed and how it transformed the initial campaign concept and strategy.