Sirens over Sceneries: What the world needed to see on World Environment Day

When the United Nations India approached us to create a campaign for World Environment Day, we knew the message couldn’t just be about “going green”.

For one, it seemed like an insensitive glossing over of our collective pain and struggle during the pandemic. (Think of all the holidays that were cancelled!) Although, ironically, the world was in fact greener for it.

For another, “going green” didn’t seem like our true challenge. It was stopping, taking a beat, and letting the planet breathe, that we seemed incapable of.

That is, of course, till the pandemic, quite literally placed us under house arrest.

And it was clear we needed a visual direction, just as arresting.

The Concept:

We chose colours that represented sirens and alarm bells from nature — the red of a pomegranate, the orange of the sun. Because things certainly aren’t all rosy. Not even green.

The Message:

We realized that the pandemic had brought out behavioural change we didn’t know we were capable of. And that It takes a #ChangeOfEnvironment to see a change in our environment.

Off-shoot Content:

We coupled the campaign with engaging check-lists and stories that audiences could save and share on to their own social media. Riding on changes in consumption patterns and eco-consciousness to celebrate and speak about the ways in which they can bring about a change of environment.