| Trama | Dutch companies behave differently abroad than in the Netherlands. Here they obey the law, but there they are responsible for pollution, the felling of rainforest and human rights violations. Milieudefensie therefore wants an international climate obligation for companies, which is laid down in law. Many NGOs focus their campaigns on explaining the problem, but the problem of climate change is clear and above all a matter of starting change quickly. This requires a different approach, especially with limited budgets. We therefore choose to show a hopeful and realistic picture of how easy it can actually be to rigorously solve a major problem. In doing so, we choose to portray the CEOs of the most polluting Dutch companies as heroes, and to let them fulfill the dream of many, with a child present as their conscience. By visualizing the solution, we want to trigger action. And we did: the campaign managed to achieve an enormous reach on 35.000.000 within The Netherlands. This was due to editorial attention on TV, newspapers, radio, online and through dozens of influencers. This public pressure is doing it's job: one of the pictured polluting companies already publicly announced to stop their investments in fossil fuels. |