Planet Tracker: Greenwash Watch
In 2023, we partnered with think tank Planet Tracker to translate their research on greenwashing into a toolkit for creative climate action.
We translated their complex research into a simple ‘swatch’ that identifies an increasingly complex greenwashing landscape — including new trends such as greencrowding, greenrinsing, and greenshifting.
Formatted into a handy paint swatch booklet that fits into handbags and pockets, the toolkit is designed to educate and empower decision-makers to speak up against greenwashing at key industry events.
Here’s how we then activated this tool at events across the world.
The task
Calling out greenwashing where decisions are made
The solution
The greenwash watch, a toolkit for “shades” of greenwashing
The swatch was launched at Cannes Lions Festival of Creativity 2023 where secret agents descended onto the promenade to hand out swatches and empower attendees to identify examples of greenwashing.
The activation provided a simple and provocative way to fuel conversations about credibility of climate campaigns and raise awareness of greenwashing.
Watch the video to get a taste of this action on the ground.
The results
The launch was covered across 15 outlets such as Sustainable Brands, Creative Brief, AdAge, AdWeek, PRWeek and Campaign, with over 2M publication-wide audience reach.
The toolkit was downloaded over 1000 times and counting!
Covered by 15 media outlets
Including Sustainable Brands, Creative Brief, AdAge, AdWeek, PRWeek and Campaign.
Viewed by 2 Million
Thanks to substantial media coverage.
Downloaded by 1,000
The Greenwash Watch is licensed under the Creative Commons.
Download the Greenwash Swatch
Identify greenwashing.
Snap a picture of it.
Share that picture on your socials and raise your voice with #greenwashwatch.
Dominic Lyle, Director of Communications Planet Tracker
“Creatives for Climate are rocking it.
Thank you to the team for their creativity, innovation and dedication.
We have been so impressed.”
JUST THE BEGINNING
FROM CANNES TO COP28
To take the message of the campaign further, we launched a follow up campaign at COP28 with the Fossil Fuel Non-Proliferation Treaty Initiative at COP28.
The online and in person campaign invited creatives and world leaders to challenge greenwashing to drive support of a commitment to phase OUT fossil fuels.
The campaign reached 30,000 individuals across social media, and continues to grow.
COP28: We’re watching campaign
Creatives for Climate partnered with the Fossil Fuel Non-Proliferation Treaty to support the adoption of a fossil fuel phase-out treaty and call-out greenwashing at COP28 in Dubai.
Over the course of two weeks, over 227 professionals and 13 creative agencies joined the call to collaborate, reaching over 70,000 people directly - changing-mindsets and driving conversation on the ground.
Read more….
The Challenge
Historically, oil-producing nations have prevented the adoption of clear language to tackle fossil fuels at COP summits.
This year’s COP28 was presided over by the CEO of the Abu Dhabi National Oil Company (ADNOC), with a 400% increase of fossil fuel lobbyists.
Greenwashing was expected to be rampant putting increased pressure on global leaders to fall in line with fossil fuels industry interests.
The task
Activate our community of creatives
To activate our creative community of industry professionals and ethical agencies to drive global awareness of greenwashing at COP28 and drive support for a binding commitment to phase out fossil fuels, in support of the Fossil Fuel Non-Proliferation Treaty.
Creatives for Climate initiated a campaign inviting creatives to challenge greenwashing at COP28 and to build public pressure on decision-makers to take meaningful action to stop the extraction and production of fossil fuels.
The solution
The collaborative global initiative provided a template and toolkit for individuals, agencies and brands to call for commitment from world leaders.
The campaign launched both on the ground at COP28 and across social media channels throughout the summit.
The collaborative global campaign launched centered around a COP28 Creative for Climate Toolkit with a greenwash detector, templates for amplification social media, speaking points and FAQS.
It was also supported by an on the ground action with the distribution of 100 toolkits to key leaders to encourage them to use the toolkit and speak up against greenwashing directly.
THE IMPACT
On the ground, our team distributed 100 toolkits directly to leaders to enable attendees to speak up and call out greenwashing.
During the event, Creatives for Climate amplified the campaign, speaking at Hope House alongside leaders from EarthRise Studio, Hollywood Climate Summit, Futerra and Girl + Environment, and on stage at the Entertainment and Culture Pavilion speaking alongside Client Earth.
Online, during the two-week campaign over 227 professionals and 13 creative agencies joined the call to collaborate, reaching over 70,000 people across channels.
“It has been incredible to see the engagement with this campaign - you don’t need panels to have the impact you’re having.”
“The Greenwash Swatch is such an effective communication tool - people love it! This is a great example of how creative minds can tackle the climate crisis”