by Valeria Rocca
A non-conventional graphic linked to the world of pop art and a great love: the mountains.
These are the key points of the environmental communication campaign "PopHeart - A heart for the mountains" built by ARPAV, a regional agency for the prevention and environmental protection of the Veneto, under the project european DOCUP Objective 2 - years 2000-2006.
The aim of the campaign, created in 2006, but which is still very topical, is to raise awareness among citizens and tourists to gain a greater understanding of the distinctive features of the mountain environment, its culture and its traditions.
As explains Paola Salmaso, Head of Prevention and Environmental Communication in the Veneto Region, who has responded to some questions, "the campaign aimed to develop two main themes: "that environmental protection is to say that the mountain tourists adopt environmentally friendly behaviours, paying particular attention not to make the visit one of environmental contamination. Specifically, the topics discussed were the flora, fungi, fire, waste, noise, camping, respect and responsibility for the safety and the protection of personnel providing the hiker with simple tips and information on all training, clothing, weather conditions, isolation and equipment.”
Interesting is the choice of communication strategy. Why Pop Art?
"The use of pop art is part of a communications strategy that ARPAV was pursuing for some time, characterized by the use of language and graphics which are not exactly conventional but can stimulate emotions and ideas that support the memory the message. Following the inspiration dictated by the slogan, the campaign is developed drawing on the creative and artistic concepts that distinguish pop art: Andy Warhol and Roy Lichtenstein until you get to Keith Haring. The same campaign logo plays a stylistic feature typical of the poetics of Warhol: a heart repeated serial and veered into three panes of colored leaves space in the fourth frame to integrate within a stylized mountain graphic name and slogan of the campaign".
Can you explain what objectives have been decided to reach this decision?
"The overall objective of the communication campaign on education for mountain has been to encourage the citizens and tourists in critical reflections about their own behaviour and in particular to raise their awareness on issues of environmental protection and the personal safety. The overall objective of the campaign was to guide people to greater awareness and a better relationship with the mountains, with special attention to the parks located in the Region of Veneto, recipients of this project can be considered for all those with different interests and motivations who are going to the mountains".
Has there been a structured communication campaign for this project?
"The project has been produced: a booklet, brochure paper with a small compact size which contains a summary of the contents of the campaign, distributed at public events and demonstrations, sent to all those who have applied for and downloaded from the website Internet Agency, two short pieces of four minutes the one about using photography, animation and video, one dedicated to the environment (ECO) and the other on the topic of safety (SAFE) also collected in a DVD distributed shipped and is now visible on the site ARPAV; a section of the website dedicated to ARPAV deepen the contents of the campaign and organized multi-purpose interface to interact easily and a bandana, like gadgets. The shorts have also participated in the 63rd International Film Festival in Fedic Forum "The Future of Copyright Short - The Short for a sustainable future. The whole campaign was carried out in two languages: Italian and English."
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