Sorry for the late reply, I only just saw your comment. (Must have missed it in my inbox).

Firstly, I agree with you that the ‘specific brief’ could have been more specific and identifying the target audience in as much detail as possible is very important. Thanks for bringing it up, I’ll make sure we look at that in more detail next time.

I’m not sure I fully understand your second point. Are you concerned that we are only targeting the posters at people ho are already ‘on-board’ with social responsibility and therefore not really making much difference?

Let me know….

It reinforces a general thought that, while I love the concept of PP, it seems there’s a big danger of the designers designing for fellow idealistic, ethically-minded “people-like-them”, rather than plugging into the motivations of other people driven by other factors like fashion/esteem-of-others or safety/traditional-values. Given that the idealistic are likely to be onside anyway, isn’t it these other groups that PP should be aiming at in order to make change happen?