Climate change is making a very big “statement” in Miami-Dade. With summer approaching, the situation is urgent. Social impact agency, plus305, was given two weeks to create an awareness campaign about heat’s dangers.
Studies show that vulnerable populations are more at risk of being affected by heat-related illnesses and deaths. According to the Weather Channel, heat has been the leading cause of death in the US among weather-related fatalities for 30+ years and often happens on days with average rather than extreme heat. According to a 2018 study by a group of climate researchers, Miami has averaged 133 high heat days in recent years – 27 more than it did in 1995. By 2075, the number is projected to hit 162. Yet, heat has failed to compete for media and government attention with Miami’s other major climate challenge: sea level rise.
The first-ever heat campaign in Miami was made to protect everyone but especially those in lower-income neighborhoods inland where tree cover is 30% less than in upscale coastal areas, putting locals at risk during crises due to limited resources; waiting for buses on unshaded benches, no AC unit, and working outdoors on roofs. The campaign, therefore, targeted vulnerable zip codes and translated assets into both Spanish and Haitian Creole.
The agency’s challenge was to present rather dull public service announcement information in a way that was engaging. “Slam poetry came to mind because it connects the audience directly to culture, with a rhythm – like in a music video, creating an emotional connection and at the same time delivering the vital information,” explained Nadja-Timea Scherrer, VP & sustainability communication strategist at plus305.
“For the images, we scoured the streets of Miami and filmed to align visuals with feelings, connecting with the target like through a piece of art. The local slam poet set the tempo while reciting the words, with accompanying music emphasising the crescendo towards the end. We also decided to keep the visuals in black and white because it brings across this contrast of heat vs shade, thus nicely reflecting the messaging of the entire campaign. By involving local artists in this project, we ensured not only the emotional connection with our audience but also made the messages easier to digest and memorable through rhymes.”
The campaign was launched in partnership with chief heat officer, Jane Gilbert; resilience coordinator, Sandra St. Hilaire and mayor, Daniella Levine Cava, during the Forum on Global Resilience in May, and will run throughout the US summer on TV, radio, all digital channels and outdoors.
Credits
Client: Miami Dade County
Agency: plus305
Creative Director: Alberto Jaen
Art Director: Mireia Roda
Copywriters: Alberto Jaen & Sharonda Richardson aka Eccentrich
Strategic Planner: Nadja-Timea Scherrer
Director: Sergio Vizuete
