According to a recent study, climate change will cause great damage, especially in regions where many different animal and plant species live: If the earth warms by more than three degrees Celcius, one third (34 percent) of the endemic species living on land and about half (46 percent) of the endemic species living in the sea are threatened with extinction.
The DON'T BE A movement aims to draw attention to precisely this extreme problem. For this, the conception and design of an urban print & online campaign, landing page and marketing assets included, was needed.
A different approach was used for this than the extreme disaster images usually portrayed, which are conveyed by conventional media. The campaign is based on German phrases that have been taken out of their actual context: "Don't be an ass/donkey" aims at the stubbornness of a person who does not want to learn from his conventional deeds, even though they harm the general public.
These proverbs were realized in colorful collages with endangered animals in the center. The main point was not to convey a negative feeling related to the problem, but a thought-provoking push in the right direction in a fun way.
