CLIMATE REALITY PROJECT: 24 HOURS OF REALITY

In 2011, millions of people’s lives were upended by the Reality of climate change. In the US alone, we experienced a record-breaking twelve billion-dollar weather-related disasters in 2011.
The Climate Reality Project set out to change the conversation the media was portraying about the climate crisis, from one of Doubt and Denial, to an acknowledgement of Reality.

 

CHALLENGE

For the last few years, the scale and scope of the climate crisis has been diminished in the public’s eye by a propaganda campaign funded by Big Oil, Big Coal and their ideological allies. Using the same tactics used in the fight against tobacco regulation, they have seeded Doubt into the media’s coverage of climate change.

SOLUTION

To fight back, we partnered with The Climate Reality Project, FearLess Revolution, Ustream and Electric Pulp to create our own media event. On September 13-14th, 2011, we launched a global, 24-hour, live-streamed broadcast about the current state of the climate crisis – connecting the dots between extreme weather and climate change.

m ss ng p eces created promotional spots, an interactive video site, motion branding, and documentary and scripted content for the broadcast.

RESULTS

In 24 hours, over 5.8 million people tuned in around the world, and watched the broadcast for an astonishing average of 58 minutes. Most importantly, the media’s coverage of climate change has shifted away from the idea of a “debate” about the science.

The campaign won a Silver Lion at this year’s Cannes Lions Festival.

 

BEHIND THE SCENES

The “Denial” seen in the “Hits TheFan” spot is an extensively researched, proprietary recipe of brownie mix, mashed potatoes, and shredded sponge.


 

 

SPOTS

 

 

 

 

Hilarious yet sobering allegories about the state of the climate crisis. (Director: Josh Nussbaum)

INTERACTIVE SITE

Denialhitsthefan.com is an interactive video site that allows you to choose what is hitting the fan: denial, pseudo-science, tar sands, lies, and – of course – $#!?. Each choice unlocked a new edit of the video and prompted sharing on Facebook or Twitter.  (Director: Josh Nussbaum)

SHORT FILMS

 

 

 

 

Three short films aired during the 24 Hour broadcast and live online. “Climate” 101 is a simple, fun explanation of climate science narrated by Bill Nye (Director: Dark Igloo). “Doubt” exposed the tactics being used by Big Oil and Big Coal, and their connection to Big Tobacco’s fight against regulation (narrated by Matthew Modine; Director: Jeremy Lubman & Adam McClelland). “Grassroots” is a powerful interview with Al Gore about the power of the individual (Director: Jeremy Lubman).


 

Directors: Josh Nussbaum, Dark Igloo, Jeremy Lubman & Adam McClelland  /  Agency: Fearless Revolution  / Client: Climate Reality Project