350.org Australia launches new ‘Change the Future’ integrated campaign via LIDA Australia
Customer engagement specialist agency LIDA, part of the M&C Saatchi Group, has created a pro bono campaign for 350.org Australia, the local arm of one of the world’s largest creative activism groups which are working to build a powerful movement demanding climate change action.
The organisation’s name refers to the safest concentration of carbon dioxide in the atmosphere required to preserve a liveable planet which is 350 parts per million. Currently, CO2 levels exceed 400 parts per million.
Coinciding with one of the hottest Australian summers on record, the integrated campaign, ‘Change the Future’, highlights familiar locations affected by climate change. But rather than depicting the locations as they are now, the creative uses illustrations to show how they will look if we don’t take action.
Says Glen Klatovsky, CEO of 350.org Australia: “It’s easy to get caught up with facts and figures and be distracted from the real issue at hand. What I like about this idea is it cuts across the debate to show what will happen if we simply carry on as we are.”
Says Richard Donovan, creative director of LIDA: “Stories, rather
than facts, change minds. By using illustrations, we engage people’s imaginations and give them room to rethink. At the same time, 350.org Australia is giving them a way to take action.”
The campaign will roll out this summer across outdoor, print, poster, web and social media.
LIDA Australia
Victoria Curro: Managing Director
Brendon Harrington: General Manager
Richard Donovan: Creative Director
Domenic Bartolo: Creative / Head of Design
Janet Evans: Senior Copywriter
Daniel Conway: Designer
Jackson Elliott: Animator
John Pannocchia: Executive Producer
Fleur Farrington: Creative Services Manager
Greg Hyslop: Lead Print Producer
Henry Welch: Senior Producer
350 Australia
Glen Klatovsky: CEO
Blair Palese: Director
Melissa Wellham: Communications Coordinator
6 Comments
Beautiful illustrations Dom and an extremely powerful message. Well done mate.
Now that’s a big idea!
Just a very bad storyboard.
@kidding is the heat affecting you? Maybe it’s because it is the 3rd hottest summer on record. Maybe convert some of that bitterness into doing something for a good cause – it will make you feel better about life.
@Kidding now that’s how you troll!
The number of of brainwashed liberal retards in advertising is unsurprising yet still deeply saddening. Al Gore lied, the farking ice is still there. Do the research. Understand they’ve been using this narrative for a hundred years. When will you catch on? Elites lie, that’s what they do. Sop being part of the problem. Think for yourself.