This case study shows how Greenpeace reframed climate urgency by highlighting “habits in danger of extinction,” targeting politicians at COP19 through what they value most: their favorite summer destinations. The campaign captured national attention and helped drive a commitment to cut emissions by 55% by 2030.

Client
Greenpeace

Year
2019

Agency
OMD Madrid (Omnicom group)

My role
Concept ideation and copywriting. I created the concept, set the narrative tone, and collaborated with another copywriter on the final pieces.

Habits in danger of extinction

The Brief

  • Problem

    For years, climate campaigns showed dying animals and burning forests, and people stopped reacting. Even politicians seemed numb, and that’s a problem because they’re the only ones who can actually make a difference. If nothing moves them, how do you make climate change impossible to ignore?

  • Solution

    Hit where it hurts: not in the conscience, but in the calendar. No guilt trips, no sad violins. Just a clear message: if you ignore climate change, say goodbye to your favorite summer spots. Emotional, relatable, and a little bit ironic, made to be shared.

  • Idea

    Habits in danger of extinction.
    A social and outdoor movement that flipped the script. Instead of talking about disappearing species, we talked about disappearing summer escapes. Beaches, holidays, the places politicians and people love most, all at risk if we don’t change our habits.

  • Impact

    The idea spread fast, sparked public pressure, and made climate urgency feel real again. At COP19, leaders committed to cutting emissions 55% by 2030, proving that when the message hits home, so does the change.

Case Study

Context

In December 2019, 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.

“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 the political party Vox.

So since our politicians seemed unsure, we decided to make it very clear, not just to 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 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 relaxing days on the coast are in danger of extinction. And you can prevent it.

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

  • Ms. Arrimadas. Your moments of disconnect by the sea 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. Your outdoor breaks are in danger of extinction. And you can prevent it.

  • Mr. Iglesias. Your bucolic getaways are in danger of extinction. And you can prevent it.

  • Mr. Rufián. Your winter-sun reflections are in danger of extinction. And you can prevent it.

  • COP25 Leaders Our habits and lifestyles are in danger of extinction — including yours.

The Spaniards loved it,

A screenshot of two news articles in Spanish about Greenpeace raising awareness among politicians about climate change. The left article is titled 'Greenpeace busca sacar la conciencia de los políticos' and the right 'Greenpeace sacude la conciencia climática de los políticos.' Both articles feature comments from various people, including compliments and emojis, indicating public engagement with the campaign.

but most importantly,

politicians listened.

Screenshot of an article headline in Spanish about COP25 climate summit, with the date December 15, 2019, and part of the article text mentioning Madrid and the Chile-Madrid agreement.

Translation: At COP25 in Madrid 2019, countries adopted the Chile–Madrid Time for Action agreement, setting the stage for nations to increase their emission reduction commitments starting in 2020.