Future:Media:Change

Will a hyper-real and gory video of Polar Bears raining from the sky, colliding with tall buildings and cars in a cityscape, with 9/11 overtones, catch your attention. Watch it and let us know?

It has done in the UK, and a few people have been trying to stop it from being shown by complaining to the Advertising Standards Authority, (along with some UK government ads that have been deemed to scary for kids) before it was due to start showing  15 cinemas with Certificate 15 (15 or over) ratings from Nov 20.

Plane Stupid ,  a UK based organisation of grassroots anti-aviation campaigners, hope that their  Polar Bears Ad, might make you think twice before boarding your next flight and are known for pulling high-profile stunts.  The ad made by Mother and directed by Daniel Kleinman, is based on the concept that, an average short-haul European flight emits roughtly 400kg of Carbon-Dixode, which is also the average weight of an adult Polar Bear.

It is the antithesis of the bell ringing, angel wing gaining, positive,  It’s a Wonderful Life ethos, that many NGOs, agencies, communication and trend experts, are saying that Climate Change campaigns need to use to bring people into their campaigns.

To me the most interesting thing isn’t the ad, but the reaction it has been getting. To get a sense  you can read the Google hits, but these Guardian Environment /Advertising blogs, and  Campaign Magazine perspecitves are a good place to start.

They both do a compare and contrast, with a leaning toward  with the positive tone camp, as the better way to go,  but if anyone is actually wondering how to people are really reacting to it, than the comments section is a must read. And, the answer there isn’t any clearer. It seems that no, one piece of communication that will appeal to everyone.

The unofficial focus group that the commentators have provided, show that they all react differently to the different types of tactics currently being used and unfortunately  there doesn’t seem to be one that does it for anyone. Which is bad news for any organisation trying to cut through  economic crisis, climate-denirer spin and the not interested, when trying to get people to change their personal behaviours to aid in lower carbon emissions.

What do you think? Do you think this video should be our ignuargual Campaign of the Month or that it is, infact plain stupid. What do you think governments, campagins and communities should be communicating to get people to change their personal behaviors for a common goal that will only be realised in the years to come.

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