After reviewing the feedback from part 1, I have highlighted the three main areas to improve – the existent data and methodology, the impact in response to our animation and the target audience. I noticed that there is insufficient quantitative research to support the seriousness of water shortage and how to measure water consumption during jeans production. To increase the credibility of our statement, we proposed creating an Aqua label which will be shown next to the product tag. Although there are no findings to calculate water use, we want to put forward this idea and employ it if any new measurement is discovered in the future. Aqua Label is a service that measures the water required during fabrication and offers better decision-making for customers before purchasing. The concept was also inspired by the fair-trade label and the Mandatory Energy Efficiency Labelling Scheme (MEELS). The energy label from MEELS uses a grading system to indicate how much energy it will generally use in a year of typical use. Energy efficiency is also rated on a scale of one to five, with one being the most efficient and five being the least efficient. (Gov HK, s.d.:1) Similarly, the Aqua label rated the water consumption from low to high – green (low), orange (medium) and red (high). It also analyses the data on the application and offers methods on how to extend the lifespan of the jeans.

Our tutor suggested that it would be more powerful to interview teenagers and identify their pain points for the outcome to be more persuasive. Therefore, we interviewed several teenagers to understand their viewpoints. Most of the interviewees find it difficult to change their habits due to the affordability and popularity of fast fashion although they are aware of the importance of sustainable consumption. While some may be sceptical of claims made by fast fashion companies about their sustainability efforts, due to a history of greenwashing and lack of transparency in the industry. The animation may highlight these areas by providing information on sustainable alternatives and underlining the impact of individual choices on the environment.

After reviewing the project, I believe that our response has suggested a creative and engaging solution. We tried to communicate the research and data and visualise through animation and offer Aqua label service to the audience. We have also taken into account the target audience for the animation, mainly teenagers, and identified specific pain points that can be addressed to make the animation more persuasive. However, I noticed that we should expand the service of the label design. While our response offers strategies for creating an impactful animation, there is little discussion of how to design the accompanying customer label. It would be helpful to provide teenagers with more detailed and practical instructions.