Likewise, here’s another spec ad that accounts for the same “local” insight, but also incorporates another research finding:

• Environmental “information campaigns” can actually backfire, unintentionally increasing polarization among citizens, while also increasing the likelihood of climate denial and subsequent resistance on action (See: Hart & Nisbet, “Boomerang Effects in Science Communication“

That’s why I’ve added a little twist to this ad, playing off the concept that some climate change ads are a little too “preachy”…

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Print Ad – Climate Change Campaign

Photo

[A “s’more”, but without chocolate]

Header

“A world without chocolate”

Body Copy
Get ready — it’s going to be your future. Rising temperatures are drying up cocoa trees and shrinking the abundance of cacao beans, the main ingredient in chocolate. This dehydration process, called evapotranspiration, describes…on second thought, do you really care? If you’re like us, just the thought of chocolate going extinct is enough to do something. Join us if you feel the same.
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