After doing research into scavenger hunts and potential places for our hunts to take place we decided to take a step back and apply design thinking to our problem. Instead of looking for a direct solution we would analyse our problem and all of it's aspects and devise a solution based from this.
We started by picking out key words from the brief and then wrote notes on our four key areas: defining the problem, identifying the target audience, the solutions requirements and potential formats.
For each category we were able to devise a rough idea.
The problem with conservation is that most people don't feel a personal connection, the problem seems to big, it's difficult to remember to implement small changes daily and to keep them within a budget.
Our target audience is 14-24 year olds, people who aren't already environmentally conscious and who belong to an easily distracted generation. We want to aim at people who use mobile devices daily and potential trend setters and selfie takers.
Our key requirements are creating a product that has longevity, that has a reward system, that encourages action and is most importantly, fun.
The potential formats include mobile apps and websites- something that can run across all social media. But we also feel it would be important to include a real world branch of the campaign as people attach to an idea better if they have physical interaction with it.
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