Belong is Australia’s first Carbon Neutral Mobile network, but only 8% of Australians are aware that mobile data has a carbon cost.

To make people aware that using their mobile phone’s data creates carbon, we created a carbon calculator that didn’t just calculate in numbers, but in pictures.

Using proprietary data modelling, the calculator collates the user’s total data consumption habits. Then using augmented reality, it visualises the exact amount as a carbon block that can be seen hanging in the environment.

Then this block was added to Australia’s total, bringing to life the scale of the problem and your role in it.

We created a new measurement of the carbon emissions created by an individual’s mobile data usage, the Carbon Thumbprint. However, we were aware that in the fight for climate change, data and numbers alone have become white noise. They often feel intangible and impossible to understand on a personal level.

So, we developed a visual calculator that enable you to physically see your impact on the environment, in the environment around you and then in that moment take action to neutralise it.

Once downloaded the app tracks user’s data usage, and then converts the amount into the carbon emissions it creates. An augmented reality experience visualised this amount as a dirty carbon block floating in the atmosphere. We chose a grey swirling block that literally hung over the user’s head. It was important that users could see their impact in a personal way to connect their environmental impact with the environment they were in. This block was then added to Australia’s total emissions to bring home the scale of the issue at hand, and ultimately to drive behaviour change and consideration of a new Internet Service Provider.

This was launched by an above the line campaign that posed Australian’s the question; “What’s Your Carbon Thumbprint?” and then invited them to download the app.