Social impact agency, plus 305, is one of ten winners of the US Environmental Protection Agency (EPA)’s Let’s Talk About Heat Challenge with client, Miami Dade County. Winners will receive prizes of US$12,000 each for their innovative strategies and messages to raise awareness of extreme heat risks and protect public health, especially in underserved communities.
The Let’s Talk About Heat Challenge was developed in support of the National Climate Task Force’s Extreme Heat Interagency Working Group, which is being led by EPA, NOAA, and HHS with support from the White House. Winners are raising awareness of extreme heat risks for more vulnerable groups and individuals and offering tips on how people can protect themselves from extreme heat. EPA and challenge co-sponsors will work with challenge winners over the coming months to share the winning heat safety messages with communities across the country and help build capacity for communities to communicate the risks of extreme heat.
Campaign background:
plus305 was selected to communicate Miami-Dade’s heat-related dangers due to climate change by developing a creative social sustainability campaign for the local county. 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. Per a 2018 study by a group of climate researchers, Miami experiences 133 high heat days every year – 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 creation of this first ever heat campaign in Miami was made to protect everyone but especially those in lower-income neighbourhoods 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. There is a strong correlation between equity and climate resilience, and the campaign works towards inclusion by targeting vulnerable zip codes. Miami-Dade County is drawing awareness to dangers in rising temperatures by declaring an annual “heat season” that will run from May 1 through Oct. 31 to increase extreme heat preparedness. As climate impacts mount, so does the urgency of resolving the equity challenge. Those least responsible for climate change are often the most vulnerable to changes in weather patterns and sea level rise, further exacerbating inequities.
Running throughout the summer, the campaign was launched in partnership with chief heat officer, Jane Gilbert; resilience coordinator, Sandra St.Hilaire; and mayor, Daniella Levine Cava, on TV, radio, all digital channels and billboards. Miami is the first city in the world to introduce a chief heat officer, with other cities following suit. While many cities are taking precautionary measures to protect citizens from extreme heat such as fitting cool roofs, pavements and planting trees, Gilbert serves as an advisor, connector and accelerator of public and private partnerships, ventures, and policies that address climate resilience. The CHO will accelerate heat protection efforts, initiate new work that reduces risks of heat stress, working with partner departments such as parks, environmental resource management, emergency management, human services, housing, transportation and public works.
Credits:
Client: Miami Dade County
Client Contacts: Jane Gilbert, Sandra St. Hilaire
Creative Agency: plus305
Chief Creative Officer: Alberto Jaen
Sustainability& JEDI Strategy: Nadja Scherrer
Creative Team: Alberto Jaen, Sharonda Richardson, Mireia Roda, Alberto Antón
Production Company: Cascabel Films
Director: Sergio Vizuete
