Branded Entertainment is usually used as just that, a form of entertainment on behalf of a brand to increase sales. However, it’s not used to create a public service or to raise awareness on public policy often enough. We believe we’ve used an entertainment structure to increase awareness about a global threat, a way to talk and debate a crisis in a new way, and to give people a tool to actually do something about it.

An online video drove to ClimateNameChange.org, where the petition lived. Visitors to the site could view an aggregated list of every policy maker in the U.S. who denies climate change and tweet at them directly. Visitors could also connect to Facebook from the site to see how many of their Facebook friends shared a name with a current hurricane or tropical storm, and drive them to the petition to save their name from being tarnished by a natural disaster.

Our video received almost 3 million views on YouTube and started a debate there of more than 7,000 comments.

For our petition, we needed 25,000 signatures in 3 months. We received 50,000 in 3 days, and over 81,000 after one week. After 3 months, 107,000 people signed the petition.

Esquire Magazine was quoted as saying the idea was, “The. Best. Idea. Ever.” And The Guardian called it “The #1 climate change campaign in history.”

Google searches worldwide for climate change deniers more than doubled after launch.

The politicians who we targeted experienced a 10% drop in approval rating on average since launch.

184 million earned media impressions with $0 spent on media.