Urgency!
Something that previous campaigns lacked is this sense of urgency in the reduction of light pollution. The International Dark Sky Assosication
This is a perfect example of what I am talking about, the website speaks about useful and concerning information, but the visuals remove all sense of ugency from the information, it seems that using actual photography of space and night skies does this, it makes the users get lost in the beauty and peacefulness of the night sky and that is where it ends, the information that follows is taken with this as its visual language. Making the information fall into the back of peoples minds as just pretty pictures, rather than actual, urgent problem solving. From my theoretical research it is clear that there is suffienct information about light pollution to make a campaign that inspires urgency, there just doesnt seem to be anyone who is taking up the design challenge.
This problem is further compounded by everyone seeming to fail in the same way, using the same visual language, a quick search about light pollution can return hundreds to images and campaigns that all use the same range of photographs of a starry night sky with a vague tagline about not losing the sky, this clearly isnt working and so a consideration for the future should be that astrophotography should exist as far away from my matieral as possible.
Exploring further into previous campaigns there seems to be a lack of “what next?” matieral, it’s great to say that light pollution must stop and you shouldnt use lights when they arent needed, but what comes after that? If i see material stating to reduce light pollution is all i can do is turn my oudoor light off or install a sensor for streetlamps? There is plenty more that can be done, but much of it is outside of public control and so with this in mind there may be an opporunty to make that advocation process easier for the general public.
I keep seeing this photo within my research.
And this photo is an example of the problems I keep seeing, there are five steps here, four of them are within the public control and one is a vague statment to take it further, but with no instructions on how to do so. Within my research I have found that only one eighth of light sources are within the direct public control.
ARTICLE HERE>
Which means, there is 7/8 that are hidden within this fifth step and there is no advice on how to complete this fifth step, but there are 4 steps to reduce light pollution directly, but this only accounts for 1/8th of all light pollution sources.
This is where the problem lies, while the visual language clearly needs to avoid usage of photography and ‘pretty’ space photos, it must also address this issue, there must be massive detail on not just what is advocation in your community, but why you should and exactly how to do it! Making outcomes that literally walk people step by step through how to submit forms and what policies should be in place in their local area would be more beneficial than simply posting a picture of a pretty sky and saying ‘dont lose this’. One has a clear call to action and steps, the other wants something vague and seemingly unacheiveable. This must be kept in mind throughout the project in order to ensure im not falling into the trap that many have before and that I am making real opporunties for change, not wanting vague changes with no idea of how to get there. This will be done through large amounts of research in order to understand the processes involved and if i do not understand how to advocate for less light pollution, how can I hope to pursuade and guide others through the process?
Take Aways
this research has spawned vital observations that, if taken forward in everything i make, will ensure that my outcomes effectively solve problems. The points revealed are summerised as
Urgency is needed!
Be Personal
and
Focus on the real problem!
The real problem being guiding people on how to change the lighting policies present within their communities, which is where the vast majoirty (7/8ths) of light is.
I think that in the execution of individual cities policies being looked at, the personal touch should also be achieved, this should also help create a more urgent and direct message within my visual material.
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