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CLIMATE INSTITUTE- 2007 FEDERAL ELECTIONS

Inspiration Room: Jack Simmons launches Climate change campaign in Australia

 

Winner of the Media Federation Award for Effectiveness in the  Finance/Insurance/Government/Corporate & Real Estate category in 2008.

Awards/Articles

 

 

 

In the build up to the 2007 Federal Elections, The Climate Institute wanted to raise public awareness and debate about the dangers to Australia of global warming and motivate the country to make Climate Change a deciding factor for who they voted for,  which would in turn influence Policy makers.

 

To do that we (at Love Communications) had to make Climate Change a prominent issue and make people care about it.

 

Our strategic approach was to make people think about the future generations that global warming would impact.

 

To do that we created a political party, The Futures Party. Its leader would be 9 year old Jack Simmons. Jack represented the future generations that would be impacted by Climate change, saying "It's your vote, but it's our future".

 

We emulated tactics used by political parties through television, radio, newspapers and experiential to provoke public debate about climate change, and ultimately generate PR to attract the attention of policy makers.

jack-simmons-print climateinstitute2 climateinstitute4 climateinstitute3 Jack truck copy climateinstitute1

TV SPOT #1

CAMPAIGN RECAP VIDEO

TV SPOT #2

CAMPAIGN RECAP

PRINT ADS

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EXPERIENTIAL- ICECREAM TRUCK

Taking a humorous approach to a serious issue, voters where handed free ice creams in order to spread the global warming message. Quite literally while the ice creams were melting in people’s hands.

 

THE RESULTS

Climate change increased in importance towards Election Day as measured by Google Search.

Recall for the campaign was very strong and higher than other climate campaigns.

 

25,000 Ice-creams were distributed

20,000 petition signatures were collected

4 Minutes of national TV coverage was generated

 

MEDIA EXPOSURE

CREDITS

 

I find it important to highlight that my role in this campaign was one of Client Coordinator. The concepts, creative, design, development and strategy were generated by the talented Love Communications team listed below, who I had the pleasure of working with on this project:

 

Executive Creative Director: Siimon Reynolds

Creative Director: Scott Waterhouse

Copywriter: Guy Lemberg

Art Director: Andrew Leftley

Producer: Paul Johnston

Production company: Caravan Pitcures- Ben Lawrence & Emma Lawrence

Prime Minister John Howard having one of Jack's icecreams