Habits in danger of extinction by Greenpeace

When it comes to climate change, politicians act numb. And that’s a problem.

How do you make them pay attention?

The Brief

  • Problem

    Climate warnings, scientific reports, extreme weather events. None seemed enough to move politicians into action. The challenge was making the crisis feel impossible to ignore.

  • Idea

    If politicians weren't going to act when the future of the planet was at stake, we launched a social media campaign focused on the one thing they seemed to care about: their summer vacations.

Social Media | Public Awareness | Social Impact

Context

In December, Madrid hosted the COP25 climate summit at a crucial moment for the planet and for Spain. It was a historic opportunity to send a clear message about the urgency of taking action against climate change.


Especially when this is what our politicians had to say…

A man with a beard and dark hair, dressed in a suit and tie, speaking or gesturing in a formal setting, with two other men behind him. One man is on the left with gray hair and a gray suit, the other on the right with glasses and a beard. A quote in Spanish is overlaid on the image, attributed to Santiago Abascal.
A man with a beard and dark hair, dressed in a suit and tie, speaking or gesturing in a formal setting, with two other men behind him. One man is on the left with gray hair and a gray suit, the other on the right with glasses and a beard. A quote in Spanish is overlaid on the image, attributed to Santiago Abascal.

Translation: “I really like the countryside, nature, but the debate around climate change, whether it’s a natural change or one caused by humans… well, that’s something I truly don’t know.”

— Santiago Abascal, president of Spain’s far-right party.

So since our politicians seemed unsure, we decided to make it very clear, not just to Santiago Abascal, but to every major political leader in Spain.

  • Pedro Sánchez. Prime Minister

  • Santiago Abascal. President of the political party Vox.

  • Inés Arrimadas. Leader of the political party Ciudadanos.

  • Pablo Casado. Leader of the Popular Party.

  • Meritxell Batet. President of the Congress of Deputies.

  • Pablo Iglesias. Leader of the political party Unidas Podemos.

  • Gabriel Rufián. Spokesperson for the Republican Parliamentary.

Their real vacation photos became our canvas. The beaches, forests, and mountains they love became proof of what’s at stake if they keep ignoring the climate emergency.

  • Mr. Sánchez, your beach relaxation days are at risk of extinction. You still have the power to stop it.

  • Mr. Abascal. The meadows you ride through are in danger of extinction. And you can prevent it.

  • Ms. Arrimadas, those paradise escapes you go to clear your mind are in danger of extinction. And you can prevent it.

  • Mr. Casado. Your idyllic picnics are in danger of extinction. And you can prevent it.

  • Ms. Batet, even your fresh-air breaks are disappearing. But at least you can do something about it.

  • Mr. Iglesias, your countryside getaways are an endangered species. And you have the power to save them.

  • Mr. Rufián, your peaceful moments of reflection in the sun are facing extinction. And you can still stop it.

  • COP25 Leaders, our habits and lifestyles are in danger of extinction — including yours. But at least you can do something about it.

What the campaign lacked in budget, it made up for in impact. A strategic mix of paid ads and organic conversations amplified its message, turning a small investment into nationwide visibility.

€75K Earned Media Value

20M Impressions

Beyond the campaign metrics, the most significant result was that negotiators at COP25 reached an agreement on the next steps for global climate action.

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