ALL RISE, Vienna / ALL RISE / 2022
Why is this work relevant for Titanium?
“The Planet Vs Bolsonaro” is a first-of-its-kind campaign to bring a world leader to justice for eco-crimes with the power of the law, and the power of the people. To make it impossible for the ICC to ignore our legal complaint, we rallied the media to report about the case, and the public to share, sign, and stop his crimes. The planet responded massively, creating a global PR exposure that was supported by the world’s biggest media, from CNN to the Guardian. And most importantly: putting “Environmental crime back on the ICC’s agenda”, according to the Irish Times.
Brazilian President Jair Bolsonaro is conducting a systematic and widespread attack on the Amazon. Deforestation rates have accelerated by 40% and wildfires tripled in one year.
All together, Bolsonaro’s actions cause more emissions than the Amazon can absorb.
The crisis in the Amazon affects us all – it has made a devastating impact on global warming. But how do you stop one of the most powerful men in the world? There was literally no way to stop him, not even by law.
We, environmental law NGO AllRise, wanted to find a way to stop Bolsonaro by law at the International Criminal Court in the Hague. However, the ICC isn’t obliged to respond to a complaint, so we needed to make sure the ICC couldn’t ignore it.
Describe the creative idea
On the 12th of October 2021, we filed a landmark complaint at the international Criminal court – urging them to recognize crimes against nature as crimes against humanity and prosecute Bolsonaro for his actions.
“The Planet Vs Bolsonaro'' is a first-of-its-kind campaign, engaging the public and the media to support the case and make sure the ICC couldn’t ignore it. Powered by a design system and toolkit, using default system fonts and colors. Including design templates for all major software platforms and native assets for social media. All tools were optimized for low-bandwidth connections, empowering every person on the planet to take a stand against Bolsonaro and become a co-plaintiff – regardless of their device, location, or internet speed.
Describe the strategy
Up until now, there was no law to stop eco-criminals. Creating a new law takes years and that’s time we don’t have. That’s why we urged the International Criminal Court to recognize crimes against nature as crimes against humanity and prosecute Bolsonaro under the existing law.
Next challenge: the ICC isn’t obliged to respond. To make sure ICC couldn’t ignore our case, we decided to brand the complaint and rally the public and media to support the case.
To get people involved, we exposed the damning evidence of Bolsonaro’s crimes.
And developed a design system that was accessible and actionable to anyone on the planet, regardless of their device or internet speed. The campaign also included a petition, empowering everyone to become a co-plaintiff.
A prosecution would set a groundbreaking legal precedent to stop other eco-criminals.
That’s why “ThePlanetVS…” is designed as a platform for future cases against other eco-criminals.
Describe the execution
When we filed the complaint, we exposed the damning evidence against Bolsonaro to rally the media to report about the case. On the same day, we launched a design system and toolkit, which were devised to be accessible to everyone on the planet.
We used default system colors and fonts, created design templates for all major software platforms, from Google Slides to Microsoft Word and pro tools like Photoshop and InDesign. Moreover, we developed native assets for social media, from IG stickers to WhatsApp Gifs.
All tools were optimized for low-bandwidth connections, empowering every person on the planet to stand up against Bolsonaro and become a co-plaintiff by signing the petition.
When the world gathered at Cop 26 in Glasgow to talk about climate change, we projected an image of Bolsonaro behind bars – showing everyone that we won’t stop until the ICC accepts the case and prosecutes Bolsonaro.
List the results
The campaign has made a massive impact across the globe. With the world’s biggest media reporting, incl. Sky news, BBC, the Guardian, CNN and 1700+ other media outlets, the campaign led up to 160 million organic media impressions on a Zero media budget.
We reached +1 million signatures, educating and mobilizing public support for the role the ICC
can and should play in using the law to fight environmental crime.
Influencers, Youtubers and columnists elevated the global discussion even more,
placing “Environmental crime back on the ICC’s agenda” (The Irish Times).
The International Criminal Court is currently considering our complaint. A prosecution would
set a groundbreaking legal precedent to stop eco-criminals everywhere.
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