350.org Australia Launches ‘Change The Future’ Via LIDA

350.org Australia Launches ‘Change The Future’ Via LIDA
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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

 

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