Perseverance's landing on Mars was an event followed around the world. With our campaign, we hacked this event and allowed our message to naturally spread to millions of people.

Justdiggit is a small NGO with a practical solution: Digging. They dig holes in a barren land, holes hold up water. Vegetation returns within months, trees, within a few years. This increases the humidity of the region and decreases the temperature by 3 to 4 degrees. Applied at a bigger scale it has the potential to reverse global warming. But they need their voice to be heard.

At a time when everyone was fixated on the expedition to Mars, we decided to hack the event. We made a photoshoot in one of the Justdiggit sites in Tanzania which looked exactly like Mars. Right after the landing of Perseverance, we started spreading our visual with our curious earthsmiles. After we got people's attention, we revealed that this is Tanzania, and thanks to Justdiggit now it’s all green there. Our message was, that Mars can wait, but Earth can not.

Most millennials defined themselves as global citizens. Even if Gen Y was aware of the climate crisis, we remarked that the possibility of a second planet for living was attractive for them. However the ruthlessly realistic generation - Gen Z tends to solve existing problems to save the existing planet. Based on this generational difference, we would like to hack these days’ trending topics with a real solution. Adopting a brutally disruptive tone of voice, we aim to make Millennials question their global citizenship ID.

Right after Perseverance's landing on Mars which obviously would be watched by millions of people from all around the world, we started spreading our visual on Reddit. And users spread our visual to other social media platforms. After about 24 hours, we revealed and told people the truth.

Our efforts helped Justdiggit reach global fame which was a small NGO before our campaign. They were invited to speak at COP 26, asked to participate in UN’s ecosystem movement, and have dug 200.000 earth smiles since, regenerating over 3 million trees and counting.