Creative Gallery on Sustainability Communications


"Don’t Don’t" For Do The Green Thing
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Description / Synopsis

New York Pentagram partner Emily Oberman tweaks the iconic ‘Walk Don’t Walk’ street sign so it beams a message that we believe in. “I was sitting with my team and we were tossing around something like “Don’t Not Walk” as kind of a variation on “Just Do It” and someone said what about “Don’t Don’t Walk”, and it was a little silly and also perfect. Those words, plus the little word ‘Walk’ at the bottom of the poster, feel so powerful – two statements made from four words that are actually only two words say it all.”


A study in Sydney found that motorists face a higher rate of emission exposure than people who walk or cycle.


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"Don’t Don’t"
AgencyEmily Oberman
CityNew York
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Transport
Date of First Publication 17/05/2013
Country of ProductionUnited States of America
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Emily Oberman