M&C Saatchi Group-owned customer engagement specialist agency LIDA has created a pro bono campaign for 350.org Australia.
350.org Australia is 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.
350.org Australia CEO Glen Klatovsky said: “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.”
LIDA creative director Richard Donovan said: “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.
Credits
Agency: LIDA Australia
Managing director: Victoria Curro
General manager: Brendon Harrington
Creative director: Richard Donovan
Creative/head of design: Domenic Bartolo
Senior copywriter: Janet Evans
Designer: Daniel Conway
Animator: Jackson Elliott
Executive producer: John Pannocchia
Creative services manager: Fleur Farrington
Lead print producer: Greg Hyslop
Senior producer: Henry Welch
Client: 350 Australia
CEO: Glen Klatovsky
Director: Blair Palese
Communications coordinator: Melissa Wellham
