The future remains the guiding theme of myclimate’s communication activities. Starting immediately, myclimate will present positive solutions for a sustainable future that is worth living. These will replace the previous, rather sarcastic communications, which referenced undesirable alternative futures with the promotion of “Bananas from Finland”, for example.
Three new campaign subjects will touch on very different areas. Through “East-Africa enlightened”, myclimate tells the story of its own climate protection projects, which promote the distribution of solar panels for families in remote regions in Kenya, Rwanda and Tanzania. “A greenhouse without the greenhouse effect” shows a climate-friendly alternative to the cultivation of green salad in Switzerland. This ultra-modern and efficient greenhouse was able to be placed into operation in 2016 in Oftringen, Aargau, thanks in part to a myclimate calculation. Finally, “Across the world without emissions” picks up on the pioneering achievements of Dr Bertrand Piccard, Andre Borschberg and the Solar Impulse team. With their record flight around the world, back in 2016 they proved that clean aviation is within the realms of possibility for the future. Visually the motifs turn their back on the impressions and feel of the 1960s and reflect the visionary character of the ideas through the use of futuristic design elements.
“Through our offers we are working to ensure a climate-friendly future that is worth living. In our communications we want to bear witness to the many ideas and projects that are already showing that such a future is possible and, above all, desirable”, says Kai Landwehr, Head of Marketing at myclimate, when speaking of the campaign’s objective.
Instagram as Campaign Platform
The motifs are designed to be used in both digital formats and classic print media. To get things started, myclimate is planning implementation on selected eboards and in online channels as well as in designated print formats. The campaign and the pioneering ideas will receive a permanent platform on the myclimate Instagram channel and on LinkedIn. “There are countless examples of how sustainable solutions are already being used for an ‘awesome future’. We want to offer a platform for these solutions, which do not necessarily have to have a connection with myclimate. For that reason, we invite each and every person to share their specific ideas and projects with us. Our aim is to inspire as many people as possible through these innovative projects with the vision of a climate-friendly future that is worth living”, explains Kai Landwehr.
Alongside the introduction of the campaign, myclimate has also adapted its online presence and comprehensively revised its own website. Visitors to myclimate.org are now intuitively shown the different paths for working towards climate protection and greater sustainability. These range from compensating for individual CO2 emissions to being active through measures for greater climate protection and the reduction of existing emissions as well as sharing knowledge of climate change and options for taking action in everyday personal and professional life.
myclimate in 80 Seconds
A new film lasting 80 seconds also demonstrates the opportunities for working with myclimate on behalf of climate protection and a future worth living as an individual or company. The future vision also plays a key role in the design of the film. For example, the text was recorded using an automatically generated voice.
Agency partner Maxomedia from Bern provided myclimate with considerable support during creation and design.