The Climate Reality Project: Reality drop

Category: Yearly Topical Category: Branded Utility
Brand/client: The Climate Reality Project / The Climate Reality Project
Lead agency: Arnold Worldwide
Contributing agencies: Vermonster, FearLess Cottage and Skeptical Science

State of the marketplace & brand's business

Due to Al Gore's involvement, the Climate Reality brand has relatively high awareness, but their ability to have a daily impact on people is minimal. Their branded communications are often seen as biased and therefore not entirely reliable. They can't out spend their adversaries (see the Koch brothers), so they're left with doing stunts, events and short-lived campaigns rather than generating the sustained movement they need in order to further their agenda.

Strategic communications challenge