Background  

Vulnerable countries are most affected by climate change, while historically they are the least responsible. That’s climate injustice, a global problem widely ignored by the West.  

As an NGO that fights for international solidarity, 11.11.11 felt the need to do something about this issue. They were looking for an inexpensive campaign with a PR kick-off, that would successfully introduce the idea of climate injustice, inspire people to act against it, and collect sufficient funds for 11.11.11.  

Describe the creative idea 

We raised awareness by hijacking the TV format most relevant to our cause: Belgium’s iconic and loyally watched national weather forecast, that had famously been hosted by the same faces for decades.  

We surprised viewers by replacing the usual hosts with the leading weather forecaster of Zambia, one of the countries suffering from climate injustice. She linked the Belgian weather to the drought in Zambia, the rising sea levels in Bangladesh, and the bushfires in Brazil, making climate injustice more comprehensible and tangible to Belgians than ever before. 

Her first-hand testimony on the devastating consequences of climate change was both knowledgeable and emotional. It raised awareness about the issue, inspired viewers to take action, and successfully kickstarted an integrated campaign against climate injustice.