DO THE GREEN THING
Do The Green Thing is a public service that uses creativity to tackle climate change. Their goal is to make sustainable choices as desirable as unsustainable ones through compelling creative concepts. We were asked to come up with a campaign that would convince young men that it's not only up to women to take environmental actions.
Role: Copywriter / Creative
The Challenge.
Women recycle more, eat less meat and are more likely to drive electric cars than men. A major influence on male apathy towards environmentalism is toxic masculinity and outdated beliefs about gender roles. These are deeply rooted and hold many men back from making "green" decisions.
The Solution.
We created an OOH and content campaign idea with controversial messages that would target men and make them think twice about their environmentally hazardous behaviors. To make sure we hit them right on the spot (literally) we played around with the term big dick energy that has become huge on socials through meme culture and describes someone with a confident and grounded aura that speaks for itself.
Shout out to: Matilda Sahlin, Intan Fuji, Sofia Hultin, Tuva Åkerlund
