HOW IT WORKS

1. Start a cultural conversation | Activate our audience

2. Hand over the tools | Unify and amplify

AUDIENCE

We have slightly modified the target audience to: Global people 16-25, who care about the climate, but don’t yet reflect that in their actions. A tighter audience will allow for a more focused, relevant approach.

WHY IT WORKS

- Gen Z love their closed captions - 70% use them (Deakin University)

- Weaves our message into the fabric of culture.

- Global appeal. Streaming is a key passion point for this audience globally, and the subtitle tactic is easily and cheaply replicated across markets.

EXECUTION

1. Start a cultural conversation

We will take over the Netflix subtitles of select buzzy and iconic TV shows, drawing attention to the urgency of the climate crisis, and the ways we can bring about systemic change. Imagine Walter White from Breaking Bad yelling that “71% of global emissions come from just 100 countries”. We will wait for users to notice, then we’ll amplify their reaction through social media - TikTok, Instagram, Reddit and Twitter.

2. Hand over the tools

Once we’ve kicked off a cultural conversation, we will hand over a suite of creator tools to our audience so they can build digital-first, action-based climate content themselves. The tools will include a bank of Netflix IP, shortform video editing capabilities, as well as meme formats and templates. Alongside this will be a framework for engaging with the climate crisis at individual, community and systemic levels.