My Two Cents: Flick Off Campaign

If you live anywhere near Ontario, Canada - you heard about the relatively new initative called "Flick Off" which has all sorts of people in the media and general public up in arms and in a tizzy. In an earlier post, I wrote about design being appropriate.

The campaign - brought to you by a Toronto "Enviro Agency" called Key Gordon and the provincial Liberal government - targets youths to reduce their energy consumption. The problem educators, media, government opposition parties and Joe Taxpayer are having with the campaign is the way the typeface communicates "Fuck Off" - especially from a distance. On the homepage a call to action tells you: "We need you to FLICK OFF, and tell everyone you know to FLICK OFF. The more you do it, the cooler it gets. The planet, that is."

Now - let's be truthful here folks. Kids swear - a lot. And they like things that rub their parents, teachers - basically anyone - the wrong way. This logo is very contemporary, uber-cool and urban, and kids will think it is cool. It is appropriate to the audience. Will the message get through? Of course it will. Will more kids turn off the lights and work to conserve energy? I think so - kids today are quite savvy- but forget about a proven result.

The people who don't like it aren't the ones being targeted. I think it has done it's job already. It's current, it has raised awareness and the kids love it.

That's my two cents.