Team: Maggie Elias (Strategy + Art Direction), David Choe (Strategy + Design), Me (Strategy + Copy) Pitched to Jayathma Wickramanayake and the rest of the UN Youth Envoy in NY.
Strategy: Climate change + the youth (16-30): Our most critical youth audiences know they have limited executive authority over matters like Finance, Energy Transition, etc. They may not be able to control the situation, but they can help impact outcomes. 24,270 respondents aged 18-35 were asked “what are the most serious issues affecting the world today?” in the 2017 Global Shapers Survey. 48.8% said Global Climate Change/Destruction of Nature, 38.9% said Large Scale Conflicts/Wars, 30.8% said Inequality, and 29.2% said Poverty.
These were the leading responses, and all are tied together by the need to care for humanity. This led us to our Single Most Compelling Idea: Build an empathy bridge between climate refugees and the world, enabling future generations to help mitigate global climate change.
Creative: This is the first time people will see our awareness campaign. The ambiguity draws people in and leaves them wondering. The blurred typeface is meant to reflect the restless nature of these people. These will be up in large metropolitan cities.
The microsite serves as a hub for the curious to diver deeper. People can learn stories from the refugees that signed the billboards.
How would you feel if a struggling climate refugee sent you a Facebook friend request?
Ground decals put climate refugees’ daily journeys into perspective. Our microsite’s satellite map shows decal paths within cities.
