• by Larissa Faw , April 30, 2015

It takes a team to raise awareness about climate change. Social cause agency Purpose corralled several companies and 75 artists to contribute to its climate change fill-in-the-blank awareness campaign under the theme "climate change is real, and so is ________". 

The #ClimateChangeIsReal initiative — launched on Earth Day — has already reached over 235 million people by engaging them via social media. Businesses including Nike, Unilever, IKEA, Mahindra, Natura, and Virgin have mentioned the effort via social media, as well as several influential voices, including President Obama, Brad Pitt, Paul McCartney, Richard Branson and Anupam Kher.

More than 75 artists have contributed their own content based on the original theme, which is all hosted here.

“It’s a big year for climate action, and this Earth Day we've seen a whole new conversation blossom – a rainbow alliance of citizens and leaders around the globe, taking to social media and talking about solutions," said Paul Hilder of Here Now, who created the ClimateRealTalk.org website as a hub for the conversation. 

This viral campaign features memes, possible solutions, and a professional video, developed pro-bono by talented friends with industry connections.

First, Purpose executives approached sound production shop Groove Guild to develop a song based on the campaign theme to back the campaign video. Their inspiration came from the understanding that climate change is real, and so is rock skiing, which illustrates the lack of water in the mountains of California. Hence, the tag "No Snow, No Water" is due to the fact that 25% of the water supply in California comes from snow.

Then Purpose Groove Guild brought in freelance editor Jane Keller, who in turn, pitched the idea to her friends at Aero Films. Aero’s founder, director Klaus Obermeyer, grew up skiing, and his family manufactures ski apparel. He loved the rock skiing concept, hired three stunt people, gathered a crew and Aero gear, and shot it.

Together, Keller and creative shop Blue Rock edited the film. Finally, electronic artist Moby contributed a song to the project. The entire video was completed in two weeks, from concept to finish. 
The film can be screened here.

In the coming weeks, the effort is expected to receive additional social media support from National Resources Defense Council (NRDC) and other high profile environmental groups. The campaign will continue to encourage conversation leading up December 21 when world leaders will gather in Paris for the Conference of the Parties as part of the United Nations Framework Convention on Climate Change, where they are expected to finalize a new international agreement on reducing emissions.