WEBER SHANDWICK, London / ACTIONAID / 2016
Fifty children drown in Bangladesh every day. Waters are rising, and floods, cyclones and storms are getting bigger and coming faster.
ActionAid needed to raise awareness of the devastating effect of floods and climate change on children, families and communities in Bangladesh.
ActionAid is not an environmental organisation: it is a development charity, working with vulnerable women and girls to find lasting solutions to poverty. But its first-hand experience meant that, for the first time, it needed to make its voice heard in the climate change debate.
In the run-up to the crucial COP21 talks in Paris, our objective was to create a campaign that would break through Londoners’ apathy. We wanted to motivate 200 people to take action and attend the People’s Climate March in London with ActionAid on 29 November.
Busy Londoners get wrapped up in the here and now: train delays; work deadlines; bad weather. Our idea was to use powerful images to show them that, while they were moaning about the drizzle on their commute, rain was having altogether more serious consequences in Bangladesh.
Another campaign featuring pictures of people on rafts or flood-damaged communities wasn't going to cut it. People have grown immune to images of people in need, however hard-hitting.
To get Londoners to not only notice, but care enough to leave their warm homes on a cold winter day to join a climate march, we needed symbolic imagery that would imply heart-breaking stories; all the more powerful in the imagination.
We identified a renowned humanitarian and environmental photojournalist to capture the images. His work in war-torn and weather-ravaged countries meant that he has seen first-hand the devastating effects of climate change and flooding.
LEO BURNETT SYDNEY, Sydney
2009, WORLD WIDE FUND FOR NATURE