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Our idea, The Environment Excuse, flipped the script. Instead of shame or scare tactics we positioned the environment as the best excuse to do (or not do) just about anything.
From eating all your roommate's leftovers (to help with food waste) or raiding your mom’s closet (to avoid fast fashion) we shifted perceptions and drove people to act.
The look and feel also attracted needed attention with bold animation and illustrations that stood out in the category, contributing to free media donations.
Climate action has never been more important. Yet it’s still a hot button issue for half the United States. For WildAid’s climate initiative we needed to create a campaign that everyone could get behind - yes even the red states. At the same time we also needed to offer up no brainer actions anyone could take to do their part to help cut carbon.
The campaign resulted in over 25 million in donated media across 140 cities and all 50 states
Annualized impressions top 4 billion between donated video, OOH and digital assets
Earth Saving (we’re trying)
Climate change has been severely politicized in the United States. In order to encourage as much action as possible we had to walk a fine line in order for people to take the message into consideration.
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