Palm Oil Kills
A Captivating Composition for a Critical Cause
Discipline
Print Advertising
Tools
Adobe Photoshop, Adobe InDesign
Objective
These public service announcements, created on behalf of the Rainforest Action Network, raise awareness about the harm palm oil consumption causes to the environment and wildlife. The goal was to create an eye-catching bus shelter and poster campaign to encourage people to reflect and take action.
Process
I chose to use a uniform sans-serif typeface to establish seriousness while remaining approachable, ensuring the message feels more actionable than intimidating. I constructed the central image using foods commonly containing palm oil, symbolizing the connection between everyday items and the palm oil industry’s destruction. It prompts the audience to consider their cognitive dissonance when it comes to consumption. The image and red accents draw attention by leveraging people’s instinctive response to animals and urgent colours.
I used my foundational photography skills to capture the composition in my own kitchen using natural lighting. I really enjoyed getting crafty with this project, but regardless, the result is a polished public service announcement with a clear call to action.
