Sustainable development is an abstract and scientific term that needs to be filled with clear content in order to make it more tangible for the wider population.
To present sustainable development as a holistic perspective on the environment. Natural resources were presented as valuable and scarce, explaining the necessity for responsible management, equitable allocation, and the preservation for future generations. The messages on such diverse issues as climate change, water management, coastal preservation, and noise reduction was interspersed with past successes and positive associations in order to maximize popular appeal.
In 2005, after three consecutive years of campaigning, recall was polled at 71%, and 25% of respondents pledged to change their behaviour. A positive result for a campaign whose primary purpose was not to educate, but simply to build awareness.
|Title||"Spanish Campaign on Sustainable Development"|
|Original Title||"Campaña de comunicación sobre desarrollo sostenible"|
|Agency||Lowe et al.|
|Advertiser||Spanish Ministry of the Environment|
|| Sustainable Development, Climate Change & Atmosphere
|Date of First Publication
|Country of Production||Spain|
|Tagline||What we are doing together means the world|
|Original Tagline||Lo que estamos haciendo juntos significa un mundo|