A Slick Message: Fueling Awareness on Oil Spills

In order to spread awareness in the wake of the 2010 BP oil spill, an Australian environmental organization developed an effective print ad to increase the public consciousness surrounding the issue. The dark, polluted water creates a sense of alarm in the viewer, whose attention is promptly drawn to the body sprawled out in the foreground of the photo. The hunched, crying child invokes sympathy and despair, as well as a sensation of guilt, as if the viewer is to blame for the death of the swimmer. Unlike the foreground of the photo, the right area of the background seems light and hopeful in comparison. The contrast between the left and right half of the picture create juxtaposition between an unpolluted ocean and the oil-plagued waters. Despite the ominous message, “our oceans aren’t the only ones in danger,” hope radiates from the upper-right portion of the ad, which ultimately creates an opportunity for change. The ad’s potent message is both inspiring and thought provoking, which compels viewers to take responsibility for their actions that impact the environment.