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  • Camden Council: Making climate change a local issue

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Client brief

How can we show the potential impact of climate change in Camden, and encourage people to take actions that will make a difference? This is the question that Camden Council came to us with, in the context of making their sustainability website more interesting and interactive.

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Our response

We began by considering the audience for the website. Two of the key target audiences were families with children and young professionals. We created sample personas for each of these audiences and thought through their needs from the website – and how they might find out about the website in the first place.

From this initial thinking, we began to develop the idea of an animation divided into two parts – the first half would show what Camden could look like under the effects of climate change, and the second half would show what Camden could look like if we all took small steps. Climate change is often seen as a global issue, and this approach enabled us to show impacts at local level, with key messages woven in throughout the animation. It encourages people to think about the consequences of their actions, and how these can be both negative and positive, without telling people what to do.

Working with an animator, we developed the animation and the idea of a journey through Camden. To capture the interest of the audience, the illustrative style is personal and popular, and we included sound to further highlight the difference between the alternative landscapes and to add a powerful extra dimension.

Multipurpose solution

This solution meets a number of needs: the animation can be used as a marketing tool to drive people to the website – and which people can send to their friends; it is educational in that it illustrates some of the key impacts that climate change might have upon Camden, but also, importantly, it offers a positive vision of the future, demonstrating that by taking action we can all actually enjoy a better quality of life. The final call to action is to encourage people to go to the website to make their own Green Promises. The animation is also being played on plasma screens in council receptions in order to raise awareness of the sustainability website and Green Promises. The multi-purpose animation is therefore cost effective, as well as being an effective design solution.

Green Promise

We also designed the Green Promise page, using Camden Council’s existing illustrations. We suggested including a fact with each Promise, so that people are given a reason for committing to each action. If people use the ‘email to a friend’ facility then, the recipient will receive an email which allows them to either view the animation or join in with making a Green Promise.

email a friend recieves
The email recipients recieve

Launch website