Ban Serio

Aruba Tourism Authority | 2018

I knew the Aruba Tourism Authority’s local environmental awareness campaign should be named after something that was already in our daily vocabulary: “den boca di pueblo”, as we say in Papiamento (literal translation: in the public’s mouth).

Although more people are becoming aware of the threats facing our planet, the environment has not been at the top of Aruban citizens’ priorities list. So I figured, even though we may be behind, it is such an important topic that we must make clear that we should have been on top of it a long time ago.

Ban serio is a term used when we want to express that something is obviously not right and must be corrected. When faced with a serious or trivial issue, Arubans utter “ban serio” to say “come on now” or “let’s be real.” I imagined something simple like skipping a plastic straw, “Surely you can have a drink without a straw, ban serio!”

Graphic designer: Monique Pulido

Ban Serio

Aruba Tourism Authority | 2018

I knew the Aruba Tourism Authority’s local environmental awareness campaign should be named after something that was already in our daily vocabulary: “den boca di pueblo”, as we say in Papiamento (literal translation: in the public’s mouth).

Although more people are becoming aware of the threats facing our planet, the environment has not been at the top of Aruban citizens’ priorities list. So I figured, even though we may be behind, it is such an important topic that we must make clear that we should have been on top of it a long time ago.

Ban serio is a term used when we want to express that something is obviously not right and must be corrected. When faced with a serious or trivial issue, Arubans utter “ban serio” to say “come on now” or “let’s be real.” I imagined something simple like skipping a plastic straw, “Surely you can have a drink without a straw, ban serio!”

Graphic designer: Monique Pulido