WPP// Campaign Overview and Manifesto

Priority: Earth is a new concept for a global campaign. Our central aim is to provide a positive space for those who already believe that climate change is a threat, and to activate a social and political movement with a strong community. The core of the Priority: Earth campaign would be found online at PriorityEarth.com, however we propose that a large scale print advertisement campaign point users towards the website. The posters have been developed with thermochromatic ink, which reacts to heat, altering their appearance. As a result the posters create a strong symbolic visual representation of global warming.

When users visit PriorityEarth.com they will be able to read our manifesto:

1. To put a price on carbon in the economy, and a price on denial in government.

2. To support green policies in politics.

3. To raise the global awareness of climate change.

4. To advance climate change education in schools.

5. To advocate the development of energy efficient technology.

6. To promote environmentally friendly and cost saving practice in business.

7. To provide a healthy environment for future generations.

8. To turn our knowledge into action. The only time to act is now.

Having read the manifesto the user will be introduced to the ‘Pledge’ system, were the manifesto is organised into four key areas for action.

1. Government. Write to your local government representative, telling them to consider the implications of current policies on our future.

2. Politics. Vote for politicians who support green policies. Main parties will be forced to change their own policies to reflect public opinion.

3. Business. Support local businesses that take care and pride in the environment. Large organisations will be forced to engage in environmentally friendly practices to retain custom.

4. You. Make small lifestyle choices that will help the planet. Simple things like recycling and saving water can make a great difference if whole communities get involved.

Users can ‘Pledge’ to help in any -or all- of these four key areas, they will receive a ’Priority Pack’ based on their choice; a series of online or printed books filled with helpful information on how to get started.

The users pledge choice will also be added to data maps which can be viewed by anyone to see activity on a global scale. The aim of these maps is to provide support to the pessimist in all of us, who may believe that they are fighting climate change alone.

Finally the website supports a forum for anyone who pledges, to form a strong and helpful online community, share tips and organise activities.

For our submission we can send one a4 document supporting our work to help explain our campaign, we have put together this for submission: