AUCKLAND, Today: Climate change discussions often feel overwhelming, making climate action seem like a daunting compromise. The problem seems so big that people hesitate to take any action.
To change this, VML and Take The Jump launched a campaign with seven key actions, making climate action achievable and desirable.
This feel-good initiative features diverse street-cast locals in second-hand wardrobes, beautifully shot by Steve Boniface. It redefines “hot” from superficial to inner confidence, showing how small actions can make a big difference.
“We have watched the growth of the global ‘Take The Jump’ movement and are incredibly excited to see the message of joyful climate action spread here.” – Chris Wheatley
Fleur Head, Managing Director for VML NZ, says, “Needless to say, climate change is a hard topic. We’re so used to seeing action campaigns that can feel overwhelming and frankly terrifying, that sadly, there’s a sense of anxious complacency.
“The biggest challenge is cutting through. Instead of scaring people off, we want to invite them in, and celebrate them for the actions they’re taking,” Fleur adds.
Chris Wheatley, director of Take The Jump Aotearoa, says, “We have watched the growth of the global Take The Jump movement and are incredibly excited to see the message of joyful climate action spread here. Take The Jump research shows the seven lifestyle shifts can reduce CO2 emissions by more than a quarter.
“It is empowering and feels so doable. We know action is an antidote to anxiety and this campaign gives people confidence that their action matters. VML has taken this positive message and created a memorable campaign that grabs our attention in this critical period for change.”
CREDITS
Agency: VML
Photographer: Steve Boniface
Stylist: Camille Masterantonio
Media partners: oOH! Go Media JC Decaux
Client: Take The Jump
Director: Chris Wheatley
Volunteer and Project Support: Christina Simkanin
Communications Manager: Louise Perzigian
Global Outreach, Partnerships and Delivery: Tom Bailey
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