Category Archives: Media

Going to the source to lessen the litter

MOST rubbish entering the bay comes from car parks and the street. So, to reduce the amount of rubbish finding its way onto the foreshore and into the water meant cleaning up street litter – especially outside shops and supermarkets.

And that’s a task Rye resident Josie Jones excelled in: so much so that the graphic designer was last week awarded the Litter Prevention prize in the Keep Victoria Beautiful 2017 Tidy Towns – Sustainable Communities Awards.

The presentation was made at Horsham, in the Wimmera, on Saturday 25 November.

The Victorian Tidy Towns program, first run in 1983, sets out to recognise and applaud the hard work of people and groups, especially in rural communities, and to share these best practices and ideas.

This year’s awards were supported by Awards Online and Coopers Brewery.

Victorian Tidy Towns judge Terry O’Brien said: “In April this year, Josephine Jones undertook an incredible challenge. She collected nearly four tonnes of rubbish from the foreshore, referencing the material and identifying it as coming from the local supermarket car park.

“Josephine convinced the supermarket to address this problem through cleaning schedules and litter prevention initiatives, such as recycle bins.”

Keep Victoria Beautiful CEO Sabina Wills said: “The success of this project increased the protection of the local marine environment. It empowered the local community to set high standards to prevent and reduce litter in their community.”

Ms Jones, who won the KVB Tidy Towns: Dame Phyllis Frost Award in 2016 for her “outstanding commitment to her work in sustainability”, said she used the award to approach Woolworth’s Rye supermarket management to “be part of the solution” in reducing car park litter.

“[Litter] used to be a blame game but, after I went back to them for the fourth time, to their credit, Woolworth’s took the initiative,” she said.

Using the nickname “The one-tonne mermaid”, which she received for collecting 4.2 tonnes of litter at Rye after weekly beach clean-ups, Ms Jones says she is trying to reinvent the sentiment of the Life Be In It and Keep Australia Beautiful campaigns.

This thinking led her to act on the supermarket car park which she described as a disgrace. “There were hundreds of cigarette butts, papers and rubbish everywhere,” she said.

“I got the Scouts, staff at the supermarket and members of the community and I asked the shire to be transparent with maps to see who was littering. We managed to more than halve the amount of litter ending up on the foreshore.”

The self-employed mother of a 13-year-old is unabashed in urging the community to back her stance: “We need people to support us and we want to inspire the community.”

Part of the urge to inspire relates to making us think – and act: “If you are down the beach and the bins are full then take your extra rubbish home,” she said.

“Don’t just leave rubbish on the ground where it will eventually be blown into the water.

“It takes courage to think outside the square. If we don’t clean up our foreshore areas our kids will not experience it as we did.

“We have a beautiful country and it deserves to be respected.”

First published in the Southern Peninsula News – 5 December 2017 STORY BY Stephen Taylor

Artist’s Posters play for a clean bay

STANDING in the sand dunes at Rye, Josie Jones is pleased to note the absence of rubbish.

She is there to promote a community walk at Hastings to raise money and awareness of the Dolphin Research Institute, for which she has designed and added a poster to her “I’m really a mermaid” series.

No stranger to the foreshore at Rye, Ms Jones has for the past 12 years walked its length and breadth collecting rubbish either dropped by careless beachgoers or dropped in the bay.

A graphic designer, Ms Jones estimates she’s collected four tonnes of rubbish in a personal campaign that’s been recognised with a KVB Tidy Towns: Dame Phyllis Frost Award for “her outstanding commitment to her work in sustainability”.

A regular speaker at schools and community groups, she is a keen diver and likes to mention the “full stable of seahorses” under Rye pier.

The presence of the seahorse colony exemplifies the need for a clean bay.

“The end result of dropping rubbish on land ends in the sea,” Ms Jones says.

“I’m passionate about people coming together and working together.”

Part of her vision is to help the Dolphin Research Centre, something she can achieve by producing a series of posters with her graphic art skills.

She has also become something of a statistician, counting and weighing rubbish to convince people of the growing waste problem. Over two months she collected 5879 cigarette butts.

“I take a psychological approach. I don’t take no for an answer and I love seeing people succeed.”

Ms Jones says she has gained the support of a supermarket in collecting rubbish left lying in its car park and is now trying to convince Mornington Peninsula Shire that installing and regularly emptying a recycling bin is a lot cheaper than burying rubbish at the tip.

“I come up with solutions and I’m persistent.” Story by Keith Platt


Mornington Peninsula magazine writes on I’m really a mermaid

Local designer Josie Jones continues to give back to the ocean with her ‘I’m really a Mermaid’ poster campaign.  Inspired by the ocean and the recent birth of another baby common dolphin to our Port Phillip Bay and Western Port, will see a release of a new poster, with all funds raised going back to the Dolphin Research Institute.

This year Josie was awarded the ‘Keep Australia Beautiful Gift fund award’ for her contri-butions to the environment and a chance for local community to get behind her great work.

Go into the draw to win a 2 night stay at the beach side accommodation Offshore Retreat when you purchase a poster of your choice from the 6 designs currently available.

Purchase a Poster of your choice online from OR from the fabulous, environmentally focused, local café A Mini Kitchen in Rye or Marine Biologist lead Sirene Sea Pearls in Dromana

Mornington Peninsula Magazine article link

Winner of the 2015 Keep Australia Beautiful Gift Fund Award

How fantastic is that!!!!!
I just had a call from Keep Australia Beautiful National for the Victorian division. On Saturday night they had the awards ceremony, recognizing the efforts of so many awesome people, who contribute to the environment…
And I just found out I WON!!!
I have been awarded $1000 for the Keep Australia Beautiful Gift Fund 2015. On Saturday night, thanks to the supporters of this, now 😊 award winning campaign, I was able to donate $600 to the Dolphin Research Institute from part of the monies raised to date from the I’m really a Mermaid campaign.

Thank you to A Mini Kitchen in Rye and Sirene Sea Pearls in Dromana for selling the posters to the public, to share my message. I’d also like to thank big blue backyard for their donation of a 2 night stay to encourage people to support the environment and to Offshore Retreat who will be donating the next prize for this Summer!

Thank you everyone for your support and care for the world and its creatures
A big thank you also to Mornington Peninsula community for their support of this message

‪#‎imreallyamermaid‬ ‪#‎ifyouseeitpickitup‬ ‪#‎onetonnechallenge‬

I’m really a mermaid – Season 2

I’m really a Mermaid is a passion project that has gathered a large amount of attention due to the fact that so many people do care about the environment. Whilst Series 2 is now being created, Series 1 will continue this Summer 2015/16, offering a new chance to WIN and exciting 2 night stay at a beach stay with character, Offshore Retreat in the fantastic St Andrews Beach on the Mornington Peninsula.

Look out this Summer for a teaser of what is to come in Series 2. As we communicate to the locals and to the holiday makers through a set of postcards that will be free over the Summer period, how important it is to recycle and keep Australia beautiful.

This summer is an offering a chance to stay nestled amongst the sand dunes of St Andrews beach, as you laze away in the 6 seater jacuzzi, with the sun setting and the sound of the ocean, drowns away any worries you may have had. Offshore Retreat is located a 5 minute walk from the Rye back beach, choose one of 4 possible stays. All you have to do is support the poster series, by purchasing your copy from either the gorgeous beachside cafe A Mini Kitchen or Sirene Sea Pearls in Dromana

Join us this season in your support for I’m really a mermaid, who aims for zero waste, recycles responsibly and is continuing to collect rubbish as part of the “One Tonne Challenge” now up to nearly 2 tonnes of documented rubbish collection from the foreshore of the Mornington Peninsula.


Josie Jones – MPGL Magazine

Graphic designers often get lumped together with fine artists – when the truth is that they
are almost opposites. Artists create to share something that’s uniquely theirs with the world, allowing each viewer to find their own interpretation. Designers, on the other hand, create to communicate specifically – they are visual-thinking problem solvers; specialists in reaching the masses.

Award-winning graphic designer and creative director Josie Jones of design studio Share
the Word is known for her visual communication, and while her studio certainly delivers on
their design motto of ‘making you look awesome’ – with an array of local clients, including A Mini Kitchen, Captains Bar, the Pavilion in McCrae, Rye Produce & Nursery, and Sorrento
Catering Company, to name a few – her greatest passion is the environment.

This passion was born while living and working on the island of Tahiti. “To be given a gift to
live in the islands of Polynesia and experience the culture was a life-changing event for me,” says Josie. Yet it was also an eye-opener for her, as she was taken aback by the rubbish problem that exists there. “I couldn’t keep on watching the habits of the people and just stand back and say it was okay.”

Josie began by leading by example: collecting rubbish she saw on the beaches and in drains. “I didn’t want to just walk by it knowing that if it rained that this rubbish would end up in the ocean.” This lead to the awareness that people required education to recognise the effects they had on the world around them.

This realisation continued for Josie upon her return to Australia and her move to the
Peninsula in 2011, as she became acutely aware of the fact that the littering problem was
global. “I saw rubbish on the shores of the Peninsula and the attitudes towards rubbish were universal. No one owns rubbish, yet the reality is, it belongs to everyone.”

Josie continued collecting rubbish every morning, now off the Peninsula beaches, yet she
realised that larger-scale action was required. So, this year, Josie set herself a ‘1 tonne
rubbish challenge’, with a goal collecting a tonne of rubbish from the Peninsula foreshore in the hope that her rubbish mantra – “If you see it, pick it up” – will encourage others to help clean up.

Five months in, Josie has collected an impressive 600 kilograms of rubbish. “The challenge
was created as a way of being a part of a solution, rather than complaining about something that won’t go away if we don’t change.” While her personal rubbish collecting may seem admirable, Josie stresses that collecting rubbish is our duty as a community.
‘I’m really a mermaid’ is Josie latest project. It’s a Peninsula-wide media campaign aimed at spreading the word – and who better to pull it off than a visual-communications professional.

“The mermaid has two simple aims,” says Josie. “Rubbish responsibly and aim for zero
waste.” While recycling effectively is very important, Josie explains that people also need to be mindful of what they buy. Zero waste is where all discarded materials are designed to
become resources for others to use. It only becomes ‘rubbish’ when it is no longer considered valuable. As such, people need to increase their awareness of resourceful and inventive ways to up-cycle waste.

The ‘I’m really a mermaid’ campaign reflects the local flora and marine life, with additions
to posters such as the Wondering Postman and the bulbine lily, along with the weedy sea
dragons and Australian fur seals. The messages communicated – through stickers and
posters – are a wonderful way to thank the environment and take a different perspective on life. And people love it – Josie’s message is getting through.

With profits from this initiative scheduled to go back to the environment, Josie is open to
discussing with individuals and organisations on how to share these funds with well-deserving projects.

It certainly takes a visual-thinking problem solver to get important messages across. Yet
couple this with a philanthropic soul with a love of the environment and you have an individual we all owe our thanks to – as Josie proves that the smallest of effort can change the world.

Go to to find out more.

The One Tonne Mermaid – National Geographic

Anyone who knows me, knows that I am inspired by nature to create, as I do on screen. Graphic design is a passion for me, as is, free-diving the ocean to explore the marine life and collecting rubbish from ocean shores.

Today I was blown away to find my efforts of the one tonne woman had made it’s way to National Geographic Traveler. Titled the One Tonne Mermaid, the article  communicates well, my efforts to collect rubbish on  daily basis.

Whilst I don’t weigh in all that I collect, and as the article states I will continue to collect after the one tonne is met. I only weigh in the ‘hard to get’ rubbish. What do I mean when I say hard to get?

Each day I am collecting the ends of sushi containers, the random piece of blue plastic, the slither of lollies wrapper, the odd bandaid, cigarette butts, the ends of balloons, parking tickets, random glow sticks, tiny pieces of plastic, the list is endless and it’s tiny.

I feel the best part about what I am doing, is my enthusiasm. Everything I do, I do with passion, every walk I take, I think of ways to communicate to people to pick up rubbish, to recycle, and I’m determined to master this problem. Every dive I make, I hope to see one new kind of life and share my regards. One may call me eccentric but I’m far beyond that.

I have managed to maintain my gift for life, my enthusiasm and passion are child like, coupled with a mind that never rests to be a part of solutions and enough experience in life to recognize that nothing  comes without some sort of effort.

I encourage you, recycle properly, pick up rubbish if you see it and do your best to be an example, Our future really depends upon it.


Best ways to blog

This post was originally published on the SumAll Blog. SumAll is a teammate for digital marketers helping them do what they love, better. Get started with a free account at

In this article, the SumAll team shares tips and tricks that should help shed some light on how SEO may differ depending on if you want to optimize your blog versus website.

What You Should Know as a Blogger

Knowing the basics of SEO is an obvious prerequisite before we can understand how strategy may differ when it comes to optimize your blog. Blogging is a part of the entire SEO process in general so I would highly recommend familiarizing yourself with these basics before you read on. Here’s a useful guide if you want to dig deeper.

In general, it’s difficult to differentiate between blog SEO strategy versus regular SEO strategy since blogs are a component of the overall strategy. But regardless, blogging technology in tandem with search engine capabilities have great potential to provide the most useful and meaningful information in the most efficient way possible.

They say “content is king” in the SEO world, and it’s for this reason why blogs actually have a nice advantage over your average website. After all, creating a blog for your brand is at the heart of every good SEO plan to begin with.

1. Familiarize yourself with your master keyword list.

Your master keyword list is pretty much your own personal marketing thesaurus. Understanding your audience and how keyword phrases interact with search engines and your users is the most important part of creating a solid keyword list. Group relevant phrases together that you think a user may search for and put more of an emphasis on thinking like a human (really). And remember, search bots can’t read the content of images so take advantage of the images alt tags by making sure you add any relevant keywords here…only if it makes sense of course.
2. Post content on a regular basis to maintain “freshness”.

Website and blogs that generate new pages on a regular basis have the potential to create higher freshness scores, which will inevitably contribute to positive results. By “freshness” I mean new and relevant content that is up to date and useful. Search engines take this into consideration. The rate at which a blog increases in pages can also make search gods happy.

On the contrary, content that does become stale doesn’t necessarily lose value since search engines realize new content isn’t always better. Many factors are taken into account when deeming a page’s relevance with average amount of queries playing a large role. Take a look at this article if you’re interested in more information on freshness scores.
3. URL’s, Meta Titles, Meta Descriptions, Categories, H1 tags

Search engines cache all of this information and return relevant queries based on the keyword entered. Ensuring all of these elements are well polished is important, takes a low amount of effort, and ultimately necessary for a strong showing in search engine results. Tying this all together with your master keyword plan makes it easy to drive organic traffic to your blog. If you want to increase unique visits and build organic traffic, understanding how keyword frequency works here is very important.
4. Add a rel=publisher tag if you have a google+ page to help optimize your blog.

As the name doesn’t suggest, this is for all branded websites, not just publishers. What rel=publisher does is allow the webmaster to form a verified connection between their site and google+. To get started with google authorship and publisher, check out this guide.
5. To paginate or not to paginate?

There is much debate in this area, but we here at SumAll planted our flag firmly in the pagination camp. For one, it provides smaller chunks to the viewer allowing for an easier read, and two, it places more attention on important call to actions. More siginificantly are the affects it has on page crawling. Your blog may be much more difficult for a search engine to crawl if it can’t define any logical site structure. This is also where maintaining clean URL rewriting comes into play.
6. Sharing buttons

Yes, we all are very familiar with overused sharing button that seems to exist on every webpage out there. The reason they (literally) stick around? They just work…but especially on blogs. My advice to to make it easy and engaging for the viewer to be inclined to use these buttons. You may as well design a new and engaging functionality here to stand out from the crowd since so many social media sharing plugins out there all look the same and soon become nothing more than graphic “noise” to the viewer.

We are all stories in the end

Collaboration is one of the greatest ways to work.

I continue to say this, but my work is a privilege. Having your own business, requires you to go the extra mile and in doing so, you’re not about to chose just anyone, to assist you in getting where you’d like to be.

Over the last year I have had the opportunity to see and be a part of some wonderful business decisions. Although most of the time, my work is behind the scenes, there are times where impromptu moments lead to recognition, like this advertorial with Tim Sykes Design

This advertorial will appear in the second edition of Mornington Peninsula Garden and Lifestyle Magazine. With it in production as I write, the initial production saw myself, with James and Kristen Ross working closely, along with some fantastic freelance professionals. The goal for me, was to always impart my skills to James and have him independent in his production and this has come to light in just the second production.

To produce a magazine takes more than design skills, however James has surely proved himself. As the creative process unfolded James came to me requesting my professional direction, which I gave with great enthusiasm; “seeing another issue come to life was genius for me” as this meant that success had been reached on the initial production and James and Kris were able to offer more people a chance to have their stories told.

We are all stories in the end.