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According to the Intergovernmental Panel on Climate Change (IPCC), we are in a “now or never” moment against climate change. On the current path, the World can have 3-degree warming in this century. It’s a game over for the World as we know. But it sounds just a number. Greenpeace needs to engage young people, who will be more affected in the future, to join the fight against climate change: signing their petition and donating to the cause. The first goal here was to make them realize the climate-related hazards. Then was to make them act. Of course, the challenge also includes an important goal: preserving Greenpeace’s budget. Their investment has been used to help thousands of Brazilian families affected by recent flooding.
To do that, Greenpeace had to find a way to truly connect with this Gen Z who was not connected with traditional media anymore.