You Look Good in Green Prosocial Campaign

Abstract

This paper explains how persuasion methods outlined by Perloff (2017) and Caildini (2009) can be used to create materials for a prosocial cause, such as a recycling program. More specifically it explains how two posters were strategically made to follow the key components of the Elaboration Likelihood Model in addition to several other strategies. These strategies included guilt, cognitive dissonance, attitude functions, and the appeal of consistency. The phrasing and imagery on the posters were all utilized because the methods that inspired them have been proven to be more persuasive than other types of communication where they are neglected (Perloff 2017). It was the aim of these posters to help increase the general publics’ participation in H+M’s textile recycling program, and to reduce the overall amount of clothing waste in the lower mainland.