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