As wildfires rage across Southern California and extreme weather dominates global headlines, it's clear that climate change has become a hot-button issue. At the time of writing this blog, three major fires are still burning by the Orange Riverside counties, aided by dry conditions and high temperatures experienced through September 9, 2024. However, this isn’t just a California problem. Europe’s Copernicus Climate Change Service published data that shows the period between June and August this year — summer in the Northern Hemisphere — was the world’s hottest such period since records began in 1940. And according to NOAA’s (National Oceanic and Atmospheric Administration), 2023 Annual Climate Report “the combined land and ocean temperature has increased at an average rate of 0.11° Fahrenheit (0.06° Celsius) per decade since 1850, or about 2° F in total. The rate of warming since 1982 is more than three times as fast: 0.36° F (0.20° C) per decade.”
So, how does this relate to the creative industries? Well, I'm glad you asked!
The creative industries—like advertising, marketing, and film—are powerful forces in shaping culture, with their unique ability to capture attention, spark ideas, and drive conversations. As we face the climate crisis with rising temperatures, sea levels, and endangered species, their influence is more crucial than ever.
In 2023, companies began holding major oil corporations accountable for their role in environmental damage, particularly during the extreme heat waves sweeping the nation. Through creative strategies, some brands in marketing and media are applying pressure on these corporations, demanding accountability for their environmental impact and calling for meaningful change. One standout in this effort is Fossil Free Media, a nonprofit media lab that supports the movement to end fossil fuels and address the climate emergency, as stated on its website.
As summers in the U.S. grow increasingly brutal—particularly in states like Texas and Arizona—Fossil Free Media's work has become more relevant than ever. In Phoenix, for example, the city reached its 100th consecutive day of temperatures at or above 100 degrees by early September 2024, as reported by the New York Times. However, it was when in 2023 following a stretch of 29 days of record breaking heat across Texas and Arizona, that Fossil Free Media launched their "Brought to you by Big Oil" campaign. They strategically placed billboards across cities like Austin and Phoenix, notorious for their extreme heatwaves, that cleverly featured a map highlighting record-breaking temperatures across the country with the message "Brought to you by Big Oil". In doing so they directly called out major oil companies for their role in fueling climate disasters and pushing the public to demand change.
As The Guardian reported, the "Brought to you by Big Oil" campaign was launched right as millions across the U.S. were enduring relentless heatwaves. The timing was no accident—it coincided with climate scientists’ announcement that July had become the hottest month on Earth since record-keeping began in 1880. This issue was recently highlighted by the UN, when the United Nations Secretary General issued a stark warning, noting that "billions of people around the world are wilting under increasingly severe heat waves fueled by a fossil-fuel-driven, human-induced climate crisis."
Fossil Free Media’s campaign brilliantly exposed the contradictions of the Biden administration by highlighting how, even as the administration warned Americans about the dangers of heatwaves, it approved highly polluting projects like the Willow Project, breaking a key campaign promise, as reported by CNN. The nonprofit not only spotlighted current issues but also set the stage for thousands of climate activists to take to the streets of NYC in the “March to End Fossil Fuels” just a few months later in September 2023, underscoring the urgent need for action. Their campaign was timely and essential, capturing the critical moments for maximum impact.
Additionally you may have heard of Clean Creatives, a project supported by the Fossil Free Media team. According to their website, Clean Creatives is made up of PR and ad professionals committed to creating a safe climate future. This group of strategists, creatives, and industry leaders believes “that fossil fuel clients pose a serious threat to our shared future.” They’ve compiled a list of over 1,000 agencies that have pledged not to work with fossil fuel companies, along with a directory of businesses they consider to be fossil fuel clients—both available on their website. Their message is clear: “Creatives are powerful.” They believe that creatives have the ability to shape public opinion and drive profits for their clients, so why not use that power to support clients doing good, rather than promoting fossil fuel companies?
These are but a few examples that demonstrate how the creative industries can play a crucial role in drawing attention to global issues like climate change. As we move deeper into an election year in an increasingly polarized country, it’s becoming clear how the advertising industry can be utilized to capture attention, influence opinions, and perhaps sway voters. But now, we want to hear from you: Do you think this form of communication is effective? How do you see the cultural and creative industries shaping conversations around the climate crisis and politics? And what changes do you hope to see in the marketing and advertising world as they navigate these critical issues?
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