• by Larissa Faw , December 1, 2015

With world leaders gathering in Paris for the Conference of Parties (COP)21 to discuss climate change, The Climate Reality Project--founded by Al Gore nearly a decade ago--and Mustache are launching a consumer awareness initiative to elicit more attention to this issue. 

The "World's Easiest Decision" campaign centers around the website www.WorldsEasiestDecision.org where visitors are encouraged to "get smart," meaning learn about the issues, "get loud" to spread awareness across social media, or "get active" by lending their support in person or by purchasing branded merchandise.  

Over 20 videos - 24 seconds each (approximately) - are featured on the site and follow the climate group’s annual "24 Hours of Reality" event--a global broadcast featuring celebrities, musicians and other artists, along with world leaders, climate experts and activists for a "round the clock discussion" of key climate change issues. 

This year’s event began on November 13 as the terrorist attacks in Paris unfolded and was suspended mid-broadcast along with the 2015 edition of Live Earth out of respect for those affected by the tragedy.   

"While this campaign doesn't actually have any formal connection to [24 Hours of Reality], TCRP was definitely looking for a way to take that motif and that format, and update it for the digital age," says Jeff Cambron, director of marketing, Mustache. "Thus, 24 Hours became 24 Seconds, and a live broadcast became a series of short, shareable, consumer-focused videos." 

In all, the premise of the campaign is designed to make a complicated issue easier to understand. For instance the "Kids Explain It" educational tool takes debated or confusing ideas and simplifies them.  And the "Good News News" serves as an irreverent news segment that shares updates about green innovations and advocacy to combat climate change. 

Key challenges are "practicality, positivity and urgency," says Cambron. "These spots needed to appeal to a global audience, so the ideas needed to be universal, despite being presented only in English.” 

Also, added Cabron, “part of TCRP's message and mission is to stand apart from the 'doom and gloom' you see so often associated with climate change, and instead present a focus on the many solutions and positive stories out there.”