I created the following spec ad (don’t mind the shabby Photoshop work) after drawing on the following insight:

• Individuals are more receptive to climate change messaging when the effects of inaction/climate change are personal and “close to home” (See: Scannell & Gifford, “Personally Relevant Climate Change — The Role of Place Attachment and Local Versus Global Message Framing Engagement“)

Which is why I picked coffee…

What could be more “close to home” and “personal” than something millions of people wake up with every morning?