Creative Gallery on Sustainability Communications


"Softer Slower" For Do The Green Thing
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Description / Synopsis

Su and Donna, the two halves of artist duo Huntley Muir, have painted a poster that encourages people to be more tender on the accelerator. “We decided to cut our speed by 10 miles an hour to save fuel and cut pollution and noise. It really works – we do use less fuel, it’s safer, less stressful and we don’t even notice the difference. And we are below the legal speed limits as well. Such goody two shoes. Our idea was to make slowing down look sexy instead of finger wagging by using the image of a woman’s foot on the pedal so often used in movies to convey noirish femme fatale sexiness & danger with a reverse message so to speak.”


It’s no surprise that greenhouse gas emissions from transport contribute significantly to atmospheric degradation (around 27% of the total) yet you would be shocked to hear how simple vehicle maintenance and attention to your style of driving can improve your fuel-efficiency.


Do The Green Thing aims to inspire as many people as possible to live in a less selfish, less consumptive, more imaginative and more sustainable way. Our product is a feed of beautiful, subversive and delightful inspiration made by great creative talent from around the world.


In the seven years since we launched Do The Green Thing, our posters, films, podcasts and products have reached over 21m people in 209 countries/territories around the world. Research conducted by Hall & Partners tells us that we’ve inspired our subscribers to save 2.5 times more CO2 than they otherwise would have.

Title"Softer Slower"
AgencyHuntley Muir
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Transport
Date of First Publication 06/12/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineDrive Gently
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team:  Huntley muir