Overview
Credits
Background
The challenge of combating the climate crisis often feels overwhelming, as billion-dollar
corporations spread misinformation and contribute heavily to the problem. With just 57 oil, gas, and
concrete companies responsible for 80% of carbon emissions, these corporations want you to
believe that it's all about individual actions, like driving an EV or flying less. In reality, it's about
decision-making and policy changes. The topic seems politicized and corrupted, making the goal of
significant change feel out of reach. However, the reach lies in the masses, and there's more
support than you might think. According to a recent gallup poll, 89% of people want stronger
climate action from governments.
Describe the creative idea
Insight: Flowers are the genitalia of a plant and an essential tool in the fight against the climate
crisis.
Women are active in the climate crisis, but men? Not as much. Women need a signal to gather,
something to grab attention. Men also need their attention grabbed, not for assembling, but for a
wake-up call. Our campaign morphs user-uploaded, unwanted dick pics, the genitalia of homo
sapiens, into beautiful images of endangered flowers, the genitalia of a plant, using AI. This
provocative and innovative approach is designed to capture attention and spark conversation. By
turning something unwanted into something impactful, we draw parallels between personal
accountability and environmental responsibility. It’s a way to tell men there are meaningful things to
focus on, and to give women comic relief, empowering them to combat the unfortunate, but sadly common phenomenon of unsolicited dick pics.
Describe the strategy
To gather up the masses under the Dandelion logo, we cut through the fog of misinformation and
the noise of politics with a new daring way of bringing awareness to the inflated topic of climate
crisis and gathering together that 89%. We target environmentally conscious individuals, with a
particular focus on women and younger audiences active on social media platforms like TikTok and
Instagram which are ideal for their visual and viral nature. The prevalence of unsolicited dick pics
and focus on the importance of both online and climate safety among this demographic creates the
potential for virality. We also partner with influencers to create a strong initial impact. The campaign
leverages user shareability to maximize reach and engagement, and to create a continuous feed of
content for awareness. By combining shock value with creative transformation, we ensure the
message stands out in a saturated media landscape.
Describe the execution
We release a campaign platform landing page with a generative AI tool that morphs dick pics into
images of endangered flowers, branded with the Project Dandelion logo and the text: “Don’t be a
dick—become a Dandelion.” We launch influencer partnerships on TikTok and Instagram to create
initial content for the campaign. Users will upload their photos on the platform and receive their AI-
generated flower pics to share on social media. This allows them to take ownership and power
over the issue of unsolicited dick pics while signaling their involvement in and spreading
awareness of Project Dandelion. The images uploaded to the platform will be automatically
checked by an algorithm and AI to ensure appropriate use and automatically posted to Project
Dandelion’s socials with appropriate captions and hashtags. An ongoing user-generated content
campaign and a PR push will continue leading up to COP30, creating global reach through social
media virality.