Zero Hour Advertising Campaign

Tasked with making a new poster raising awareness about the climate crisis, I wanted to look at the issue from a different perspective. With climate deniers being a vocal group, I decided that the poster could deliver its message by discredit these clearly incorrect views, with the goal being to get people talking about the campaign and its important subject matter.

Having explored various approaches to achieve this unique perspective, Twitter was highlighted as a suitable option. Tweets seemed like the perfect balance of being both visually recognisable and culturally relevant. It was with this decision that the concept was formulated – Using obviously false opinions in tweets to present the extreme views of climate scepticisms, helping to push the general public towards positive action by devaluing the opposite standpoint.

The platform’s currently turbulent reputation and accusations of spreading false information only serving to exaggerate false statements and strengthen the overall message, mocking the climate denier’s viewpoint.

By pairing this campaign’s concept with compelling imagery, this idea can be heightened further. By placing these climate denying comments alongside images presenting its dramatically negative effect, the tweet’s ridiculousness is pushed further, making the design itself more successful. Various images were trialled, attempting to find the most emotive and overwhelmingly negative photograph.

While the original brief asked for a single poster to raise awareness for this cause, these three images conveyed different aspects of climate change’s destructive impact. Having a campaign with three variations will allow these posters to remain fresh and interesting for viewers, keeping them engaged over multiple interactions and reaffirming the campaigns messages.