Understanding the issues

MND has worked with WWF on several projects related to the UK’s fresh water environment. For this campaign to safeguard chalk stream habitats, WWF asked us to become involved at an early stage to help them define their audiences and messages. To us it was clear that, if people are to care about what happens to this unique ecosystem, it had to be made relevant to their everyday activities.

Once we had identified the key points that bring this home, we developed a visual language that graphically illustrates the facts overlaid on idyllic river settings. This harsh juxtaposition is visually arresting and intended to make the reader stop and think about the consequences of their water use.

"At WWF, a large part of what we do is about helping people make connections to the natural world. With Rivers on the Edge, we wanted to bring home the fact that the way we use water impacts our freshwater environment. Mark Noad developed a series of designs to help us develop that concept and capture the juxtaposition of iconic and beautiful chalkstreams with toilets and taps."

Rose Timlett
Freshwater Programme Officer, WWF-UK