AICMED, an NGO with a focus on environment preservation, wanted to generate awareness among school children about the perils of global warming with a small and low-cost solution, given their limited funds. To maximize the impact we came up with a device that is simple yet dramatic.

We etched images of lifeless polar creatures on specially created ice candy sticks with the help of a popular brand, Rollick Ice Cream. We distributed these special ice candies among school children during the peak summer months.

As the summer heat melted the ice, the lifeless polar creatures got revealed. This was accompanied by a stark message “When polar ice melts, they die. Stop global warming.” www.aicmedindia.org directed the children to information about steps to fight global warming where they also got an invitation to join the initiative as a volunteer.

This way we turned the simple, everyday ice cream stick into a compelling communication device.