Potential Energy

Problem: In the next decade, 1.3 million homes in Florida will be at risk of flooding due to rising sea levels. But talking about it has been totally politicized. How do you get a red state like Florida to start worrying more about climate change?

Insight: Polar bears don’t move the needle in Florida. To get conservatives to tune in, you need to ditch the old tropes of environmental communications.

Idea: Ahead of a big election cycle, we made climate risks top of mind with the help of the iconic “Florida Man” of meme notoriety. By casting a real Florida Man to deliver this environmental message, we were able to break through in a way melting icebergs never could. Among the 80,000 Florida conservatives who saw our message, we increased concern about climate change by an average of 13pts.

PSA:

PRESS:

Ad Age • Campaign • Adweek • The Drum • Shoot Online

Agency: JOAN