Where The Hell is
Global Warming
Team: Xuan Cheng/Catherine Mazzocch/Coroline Zhang/Jiangyi Yu/Han Wangi/Tara Maurice
Design Role: Design Researcher /Associated with Branding
A communication design that communicates the human story of the science in order to answer the most critical question of our time, “What can I DO about climate change?”
A communication design that communicates the human story of the science in order to answer the most critical question of our time, “What can I DO about climate change?”
In-Desk Research
Background
The science is settled on climate change. People are shifting quickly from doubt, to“alarm and
concern”* about the impacts of Climate Change.
We collaborated with Sarah F Robinson and designed The 51% Project, a communication
strategy that dismantles the misdirection that prevents businesses, government, and everyday
people from uniting as allies on the path forward.
Sep 2020 - Oct 2020
In-Desk Research
The current landscape of media is divided by left and right, there’s a lack of local reports on climate change. People found it hard to link climate change to the local news that happen to them. California fire? That’s climate change. Rising in numbers of people have diabetes? That’s climate change. Even the lack of matcha is a result of climate change.
Quantitative Research:
Interview with NASA Scientsits, George and Natalie.
Interview activist group community leader, Naomi.
Interview journalists,
Lindsey and Eric
Workshop with Sarah Finnie Robinson and Journalist Geoff.
Interview Tom from Yale Climate Change Communication Lab
From September to October, we gathered insights
from community leaders with differen backgrounds to understand the answer to the urgent question: How might we make the connection between climate change and people’s story, so people feel the urgency to move to actions?
“ It's not about abstract science or politics. it’s about this human race.”
-- George, NASA Scientist
“ Journalism really does take all of these big, complicated stories of the science and the politics and economics, and everything else
and creates stories to grab people's attention.”
-- Natalie, NASA Scientist
Insights
People’s Story
The conversation about climate is most impactful when it is framed as a personalstory. It’s not about climate, it’s about people.
Journalists
Journalists are the people who are able to communicate the personal and local stories
about the impacts of climate change that inspire action to the most people.
Together
Collective individual change is not enough to make the kind of impact we need. The way
forward depends on people, corporations and government working together as allies,
meaning: All of us, together, all at once.
Outcomes
Where the Hell is Global Warming is a multiplatform media probe. We will select and repoint a daily Climate Change story, for either activism or absurdity. Coordinated storytelling on multiple platforms is deployed
to spread the daily in words, pictures, and snippets to reach people across a spectrum.
We are positioned for POSITIVE DISRUPTION.
Everything started from a twitter...
“Where The Hell Is Global Warming” will deliver a daily dissonance on Climate Change across a spectrum of media platforms. We are the unlikely messagers.
We deliver through: Website/Instagram/Twitter.
