When it comes to climate change, we can witness the effects in our day to day life more and more. Fluctuating temperatures, floods and droughts to name a few. But when asked about the causes of climate change, people tend to point a finger at the usual suspects: chemical industries, pollution and transport. To make the crowd aware of their own direct influence, a visual was created that shows a clear connection between a product we use every day, and those who are endangered by climate change. By reversing the chain of thought, a different kind of awareness would hopefully trigger an (online) dialogue about climate change.

In the design process that led to this visual, extra attention was paid to achieving a realistic result. The intention was to create an image that almost feels like an optical illusion. The desired reaction from the target audience would only be triggered if the image was visually appealing and attractive.

The online image had an impressive organic reach of 246.008 people. The image was shared 1400 times and almost 6000 Facebook users interacted with it by commenting, liking or sharing. A survey showed that 46 percent of participants had heard about Earth Hour. 14 percent of these people also actively participated in Earth Hour by switching their lights off.