Vulnerable countries are most affected by climate change, while historically they are the least responsible. That’s climate injustice, a global problem widely ignored by the West.

As an NGO that fights for international solidarity, 11.11.11 felt the need to do something about this issue. They were looking for an inexpensive campaign with a PR kick-off, that would successfully introduce the idea of climate injustice, inspire people to act against it, and collect sufficient funds for 11.11.11.

We raised awareness by hijacking the TV format most relevant to our cause: Belgium’s iconic and loyally watched national weather forecast, that had famously been hosted by the same faces for decades.

We surprised viewers by replacing the usual hosts with the leading weather forecaster of Zambia, one of the countries suffering from climate injustice. She linked the Belgian weather to the drought in Zambia, the rising sea levels in Bangladesh, and the bushfires in Brazil, making climate injustice more comprehensible and tangible to Belgians than ever before.

Her first-hand testimony on the devastating consequences of climate change was both knowledgeable and emotional. It raised awareness about the issue, inspired viewers to take action, and successfully kickstarted an integrated campaign against climate injustice.

The numbers are clear. Industrialized nations are historically responsible for climate change and its consequences. But when confronted with images of climate change affecting vulnerable countries, most people in the West don’t feel it’s their problem. So, to make our campaign against climate injustice hit home for Belgians, we had to make the issue feel closer them.

In doing so, it was important to communicate comprehensibly and inclusively, as we wanted to make as many Belgians as possible aware of the issue at hand. Yet we especially wanted to reach seniors, as that age group tends to donate more to charities like 11.11.11.

By hijacking the national weather forecast, we found a way to tick all the boxes. The program is loyally watched by all age groups, it gave us a platform to integrate our message in an understandable yet engaging way, and it made viewers feel personally involved.

Our climate injustice forecast aired as a live stunt on October 31st 2022 on Eén, the Flemish public broadcast.

Our take-over successfully introduced the complex concept of climate injustice in a relatable and engaging way, after which we rolled out a 360° campaign including TV and radio ads, print formats, social media ads, digital bannering, and even raincoats to be worn during climate protests.

The weather theme was seamlessly integrated into every aspect of the campaign, including weather-based digital assets that changed depending on the day's forecast.

By linking climate injustice to our local Belgian weather, we made it comprehensible for all viewers, while also adding the emotional element of a first-hand testimony. Our new, foreign weather forecaster completely surprised the loyal viewers of the weather forecast and took the media by storm, successfully amplifying our message and launching our integrated campaign against climate injustice.

With only a small budget, 11.11.11 successfully raised awareness about the issue, reaching over 7.4 million impressions in a region of 6.7 million people. The representatives of 11.11.11 were asked to discuss the issue of climate injustice on all major Flemish talk shows.

Peggy Thole became Belgium’s first foreign weather forecaster in history. She inspired people to take action and urged political leaders to act, but more importantly, she marked the start of a successful fund-raising campaign.