Save Florida Man
Using culture to impact activism.
Even America’s most beloved idiot knows trouble is brewing.
Scientists project that in the next decade, 1.3 million homes in Florida will be at risk of flooding due to rising sea levels. That’s Florida. As in, America.
Unfortunately, many conservative Floridians deny climate change, or see it as just a problem for polar bears.
(Which honestly, they don’t care about.)
To bring this problem home in the most captivating way, we harnessed one of Florida’s most popular cultural icons: Florida Man, the wildly popular internet meme whose outlandish, insane and hilarious crime exploits took the nation by storm in the form of instantly shareable news headlines. Google “Florida Man” and your birthday. You’ll see.
We recruited Robbie Stratton, an actual Florida Man who wasn’t currently in jail.
We retold his Florida Man crime story and let it be known that if we don’t act now on climate change, Florida Man’s habitat will soon be gone, taking our beloved Florida Man meme with it.
We then hijacked Google Search so that anyone who searched “Florida Man” would be directed to savefloridaman.com
We created a website to spread the word.
There, they could watch the video and print out march posters to use in the National Climate Strike.
The campaign drove millions of impressions
and record-breaking search click-through rates. But most importantly we shifted attitudes: we increased concern about climate change by 13pts amongst conservative climate change deniers
