Description / Synopsis
A young man is looking at himself in a mirror. He seems concerned about the wrinkles around his eyes but he is totally ignoring what is going on in the back of his head. This clearly represents a common way of acting about global warming: a passive concern about insignificant problems instead of a positive and propositional reaction. The immediate effects of global warming deal with our future and they are closer than we can imagine.
The campaign was created for the 8th National Congress of Legambiente, from December 7th to 9th, 2007, in Rome.
Founded in 1980, Legambiente is an association of citizens that acts for environmental protection and for human health, natural resources and historical and cultural patrimony. Pacifist and non-violent, it fights for the cooperation between people, for a new economic international order and against hunger in the world.
Nowadays, it is the most diffused Italian environmentalist association. It is part of the IUCN (The World Conservation Union) and the European Environmental Bureau, a federation of European environmental non-governmental organisations. It is recognised by the Affair Ministry as an non-profit-making association, leading its actions thanks to the sensibility and the aids of the citizens.
The campaign was born from a project to raise awareness on global warming effects. It focuses on the importance of being aware of the extent and urgency of the problem and aims to make everybody feel responsible of a choice: to act or to let it be.
The answer is clear: not recognising the problem has consequences for everybody and they are closer than we can imagine.
The long-term effects of this campaign are not easy to calculate, regarding changes in human behaviour and ways of thinking. However, an increase in attention and awareness from public opinion was noticed.
|| Climate Change & Atmosphere, Education & Awareness, Sustainable Development
|Date of First Publication
|Country of Production||Italy|
|Tagline||Danger is bigger if you can't see it.|
|Original Tagline||Il pericolo è molto più grande se non riesci a individuario.|
|Executive Creative Director: