Using culture to impact activism.
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.
(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 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.
There, they could watch the video and print out march posters to use in the National Climate Strike.
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