My approach for the campaign is for the audience to learn how gardening can help with burnout, depression and biodiversity in spring. I want there to be a desire to engage with nature and gardening. As, many people are not aware of the positives of horticulture. Growing many different types of fruit and veg is good for the environment but also gives a break from technology. People who grow produce gain motivation, accomplishment, life skills and economic help in a cost-of-living crisis as seed and gardening can be free. All you need is soil, seeds and water.

The billboard campaign started with the idea of Plot For Plenty. I created this with the initiative that people can escape in spring and turn their green space into plots of happiness. It could start as small as a pot and progress to a plot. I did this by taking new design aesthetics and trends unrelated to nature and unexpectedly putting them into a nature billboard. I wanted to use impactful, humorous text and simple universal illustrations of flowers, fruits, and vegetables. Then, turn them into fun and engaging three-dimensional aspects, a trendy concept often seen in social media and video campaigns by the audience.

This campaign has so much promise and could engage and give the audience a desire to escape and grow this spring.