Background

In preparation for the COP26 climate summit, the UNDP (United Nations Development Programme) wanted to launch a campaign to encourage climate action. As part of this campaign, they needed to build a digital eco-system that could help people of all ages from all countries understand why this action is so necessary.

Describe the creative idea (40% of vote)

Across the world, we all have excuses for why we aren’t doing more to stop climate change. These excuses are the biggest threat to humanity. Like asteroids, they could destroy our only home. To propel people from apathy to action, we created World of Excuses, an interactive online experience that visualised the world’s most common excuses as asteroids hurtling towards Earth. Each user’s excuse was destroyed with plain and simple facts, before they were given a tool to help them continue the conversation about climate action. These tools included an Instagram filter that forced people to face the alarming facts of climate change, a Chrome Plugin called Thesaurus Rex - designed to uncomplicate the science of extinction by translating tricky terms, and a flip on ‘The Birds and The Bees’ with a book that helps kids give their parents ‘the talk’ about why we need to phase out fossil fuels.

Describe the execution (40% of vote)

Climate change can be complicated for many to understand, accordingly, the World of Excuses user experience was designed to make this information as easy to digest as possible. Several design elements were used to make the website feel less like reading a white paper from a climate scientist. Hand-written call-outs, underlines and shapes made information feel more accessible but also highlighted the most important facts. To stimulate more emotion from the user, photo-real asteroids helped make the experience feel for immediate and daunting, with Earth always the target of each. To make this element of the experience feel more real for users, the Earth rotation was matched to the time in their location – so if it was dark, they saw their town or city in darkness.

List the results (20% of vote)

The coverage of the UNDP’s overall campaign was unprecedented. It was featured in news stories across 98 countries, and the World of Excuses received over 3,000 earned media mentions. From the Indian Express, to Yahoo News, to CNN. Traffic to the World of Excuses digital ecosystem has reached almost 1 million website visits and counting – as it remains a continued resource for people to understand the simple facts of climate change.