OXFAM | TURN UP THE PRESSURE

Project description

The climate crisis disproportionately harms millions, while the wealthiest individuals and companies pollute to enrich themselves. Governments, including Canada's, must make polluters pay to compensate the hardest-hit communities.  A signature is vital for climate justice, yet often feels insignificant. We demonstrated its power by literally illustrating the pressure a signature puts on ministers such as Mark Carney (Prime Minister), François-Philippe Champagne (Minister of Finance), Julie Dabrusin (Minister of Foreign Affairs). The petition was also directly addressed and sent to them. However, with 80% of people failing to complete a petition and abandoning it midway, we wanted to reinvent the user experience. So we created an interactive petition where the characters in the campaign's visuals react to the increasing pressure as the petition is filled. The goal: reinforce individual impact and gamify the form completion experience.​​​​​​​ ​​​​​​​