A campaign on World Environment Day that urged immediate action for the planet.

We all know the planet is under attack. We read about it in the news, we hear about it on our televisions, we’re taught about it in our schools. We’re constantly being told that our actions are leading to widespread environmental degradation, deforestation, and climate change. And yet, protecting the environment remains a low priority for most of us, relegated to the background while we deal with other “immediate” concerns.

The campaign was to be featured across all of Star's social media platforms, as well as on air on the National Geographic channel. There was zero budget and the work was to be executed in-house.

On this World Environment Day, we at Star knew that we must challenge this sense of apathy. So we launched the #TimeToAct campaign, comprising of taut and hard-hitting films on the adverse effects of environmental destruction. Our focus was clear. We knew we needed to communicate that when it comes to the health of our planet, we do not have the luxury of waiting—we have to take steps now.

In an age of rhetoric and information overload, it’s easy to lose sight of what is really at stake. So we decided to pick up crucial statistics that clearly signify the alarming pace and extent of environmental harm being caused by human activity. Next, we had to think about how we would instantly capture the interest of our audience. We realised the best way to do that was an animated approach that vividly communicated our concepts.

The films focused on the startling increase in carbon dioxide levels and deforestation. We focused on the rapidly deteriorating forest cover and rising sea levels. We decided to use the powerful and chilling visual representation of a clock’s hands cutting down trees and polar ice caps.

The soundtrack was as important an element as the visuals. We chose music that created a sense of mounting tension and communicated the ominous nature of what we’re dealing with. We also incorporated our central theme of time by overlaying the music with the loud hypnotic ticking of a clock. Every second counts when it comes to what we can do to save the environment and these films convey that urgency crisply and memorably.

The campaign was and currently still is featured on all of Star's social media handles, including Instagram, Facebook, Twitter and LinkedIn as well as on Star India's corporate website. It also aired briefly on the National Geographic channel. It was executed in-house from concept to execution and done with zero budget.

The campaign was featured on all of Star's social media handles, including Instagram, Facebook, Twitter and LinkedIn as well as on Star India's corporate website. It also aired briefly on the National Geographic channel. It was executed in-house from concept to execution and done with zero budget.

Using Star Network’s extensive reach and reputation as a trusted brand, the campaign was viewed by millions across India. The representation of the destruction we, as humans are causing, was driven home with stark visuals and a true sense of urgency. A simple yet powerful message.