The climate crisis is the intersectional issue of our time. And a communication crisis as well: too complex, too quiet, too politicized. 
Meanwhile we are on the cusp of a climate-safe world and need to move fast to not fall down the other side. What’s missing is a first-of-its-kind global advocacy campaign. 
Because „what if the best of time is still ahead of us?“ – Mary Robinson. Co-Founder of project Dandelion, a women-led initiative fighting for climate justice, especially for women. They want to gather the power of people to move the people in power. Ultimately at the COP30 UN climate conference in Brazil at the end of next year. But how to do that?

We turn their characteristic logo pin into a digital petition. Using one of Instagram’s most default features: pinning a post. The clear visual badge serves as a social membership ID and offers others an opportunity for the most simple form of support: pressing your thumb. Twice.
Every like across all Petition Pins counts as a voice towards climate justice. The Dandelion spreads its seeds.

While 89% of people want stronger climate action from governments, most tend to think they’re alone in the fight (Gallup poll, February 2024). We use ”feminist attributes of unity, collaboration, focused action and shared understanding” (Wanjiri Mathai, Co-Founder) to build a roof under which everyone can express their support. 
With Dendalion’s strong and diverse connections to female public figures like Zendaya, Amal Clooney, Jacinda Ardern, Cameron Russel and Annie Lennox (instagram/@projdendalion) the campaign will have a global reach in relevant target audiences right from the start. On a day where user engagement for socially relevant content is peaking to an annual high.

On the 8th of March, International Women’s Day, we bring our iconic dandelion logo into everyone’s social feed by collaborating with female industry partners, opinion leaders, female CEOs and politicians themselves. They start the movement by posting and pinning a carousel post to the very top of their feeds. While the thumbnail is a clear visual identification already, the following charts show the very specific actions the Dandelion Project demands from politicians.
Partnered with the CTA to visit the Dandelion Project and become part of the campaign themselves. On a mobile microsite, users receive further information about the initiative. There they can download the Petition Pin by providing their instagram handle, to post in their own feed.
Further down the accumulated number of likes, and therefore petition supporters, can be seen with a Top 5 leaderboard. Furthermore incentivizing celebrities to top their peers.