Narrative:

A fictional multimedia company called The Channel reports on news, opinions and multimedia stories relevant to a socially conscious, environmentally aware, media savvy lifestyle market.  They need a front page spread for the website that will catch people’s attention, be appealing and give readers a different point of view. This is to be an opinion piece but also serve a dual purpose in having an advertisement style layout above the article. This could be used for print purposes and promotional packages that include video and company investment information.

The company does not want the article to sound preachy. They want to promote environmental awareness and responsibility in a way that doesn’t make a user feel manipulated or give a sense of being told what they should do.