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.
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.
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.
The “Denial” seen in the “Hits TheFan” spot is an extensively researched, proprietary recipe of brownie mix, mashed potatoes, and shredded sponge.
Hilarious yet sobering allegories about the state of the climate crisis. (Director: Josh Nussbaum)
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)
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).