Environmental Defense

'Global warming - Undo it'

Social Impact, CSR Initiatives, G-Think

"Green Team had the imagination to turn concern about climate change into action, engaging more than 400,000 Americans with a positive, solution-oriented message."

Fred Krupp, President, Environmental Defense Fund.

 

Brief:

We've all heard about global warming, but the question remains what can we as humans do about it? Seeking to breakthrough the information overload and focus on solutions, our challenge was threefold…

  1. Get online signatures in support of climate change legislation.
  2. Provide actionable steps to help people reduce their carbon footprint.
  3. Raise funds for ongoing communication.
 

Strategic thinking:

Tasked with reaching a wide and varied consumer (from Awakening Consumers™, to new parents and college students) and also media audience, our messaging needed to be universally human. Tapping into a strategic insight if humans are contributing to global warming and tipping the scales we could challenge consumers to Undo It!

 

Creative:

Juxtaposed imagery and copy brought home the message that while there are many things in life that cannot be undone, the human contribution to global warming can. Global Warming - Undo It.

 

Results:

675,000 online petition signatures collected.
$950,000 raised through campaign website donations.