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visual communication practice

Three Sixty

Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

My work's aim is to create dialogue between pets and their owners. As animals cannot speak for themselves, humans must communicate with each other in order to understand their needs. Their tends to be an increase in the amount of time we are spending inside on our devices and this is effecting the time we spend with our pets outside. My campaign will bring intimacy between pets and their owners, by encouraging more time spent with them.
I have created 'Three Sixty' which is the idea to swap humans with their pets and see for themselves, the cruel lives they lead. The absurd imagery i have created will, i hope, lead to conversation about the issue.

What kind of communication approach do you use?

I have used entertaining but confronting photography, to grab the attention of my audience in my billboards. The shock factor will ensure that the message will sink in.
A number of the same catchy taglines have also been used throughout my campaign. As the public notice these in their environment more regularly, they will come to recall the campaign and its message.

What are in your opinion concrete benefits to the society because of your communication?

The benefits will be happiness between both humans and their pets. All animals want is to be included and understood and i believe my campaign will achieve this.
My Facebook group will also create friendships and offer a way of quick and easy communication between people all over Australia.

What did you personally learn from creating your submitted work?

I learnt to think outside the box and embrace the many creative ways advertising can lead. Sometimes it is worth taking a risk with an idea, to get a result.

Why is your work, GOOD communication WORK?

My design is good communication work because it makes the audience question what they are seeing and creates a discussion about what the message is. The billboards are unclear and this encourages dialogue, but most importantly, will capture the eye of the audience. My work is also effective in reaching a wide audience, both online and in the public space. My work can be entertaining and this assists the audience to recall the campaign to fellow friends. My idea is original and unique, and contains elements that are surprising to the audience.

Where and how do you intent do implement your work?

I plan to have my campaign around Australia, with the Three Sixty team mainly in Melbourne. But Facebook meetups will be undergone across all the cities in Australia. The billboards will be positioned on main roads and intersections, particularly those that lead into the main cities to be sure of getting to a widespread of citizens.
The t-shirts and dog jackets made, will need to be created with materials that have little negative effect on the environment. Reusing materials that have been thrown away, would be an ideal way to achieve this.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

Mine had no effect.


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Entry details


Three Sixty


Animal Rights Campaign

Concept author(s)

Nicole Matthew

Concept author year(s) of birth


Concept author(s) contribution

I designed all aspects of the campaign and created mockups to show how each element will appear in our environment.



Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

Swinburne University of Technology/ Faculty of Design/ Communication Design