I LOVE Ovo's launch ad, for so many reasons. But of course I'm the target audience, so how do we think it might link to an ever more disengaged public audience?
We think it taps into three things brilliantly well...
1) It makes a tangible link between climate change and the impacts of climate change in a subtle but powerful way: we've seen in previous research how people find it hard to connect the causes of climate change with the real impact on their lives... and extreme weather events are one of the most powerful ways of overcoming this.
2) People also don't think of electricity as real, it's an abstract force, but putting the everyday powered devices in juxtaposition with the natural environment creates a great visual dramatisation of what we are really talking about.
3) And for once there is a clear call to action, one that, given the above, people might just believe can help.
Or are we all "too far down the road for any of this to matter", as one of our recent respondents said?
IF YOU ARE INTERESTED IN SOME FREE RESEARCH ON THE MOST CURRENT PUBLIC DISCOURSE AROUND CLIMATE CHANGE AND THE ENVIRONMENT PLEASE DO GET IN TOUCH AS WE ARE ABOUT TO DO A NEW AUDIENCE UPDATE ON THE TOPIC. firstname.lastname@example.org