Do The Green Thing
Role: Copywriter / Creative Strategist
Role: Copywriter / Creative Strategist
Do The Green Thing is a creative platform using culture and communication to fight climate change. Our brief was to target young men — and challenge the idea that environmental action is something “for women.”
The Challenge.
Research shows women recycle more, eat less meat and are more likely to drive electric cars. One reason? Toxic masculinity. Outdated ideas about what it means to “be a man” still hold many guys back from making sustainable choices.
The Solution.
We created a disruptive campaign concept using meme culture and ego-triggering copy to challenge behavior. The goal was to provoke, get shared, and plant a seed — without ever sounding like a lecture.
Sustainability with side-eye. Marketing with impact. Designed to hit where it hurts.
Sustainability with side-eye. Marketing with impact. Designed to hit where it hurts.
