AUCKLAND, Today: A new climate-change ad campaign out of Stuff’s environmental action arm The Forever Project is being launched this morning. Hello Today sees two letters – one pleading, one thankful – set the stage for what our future world might look like.
Stuff climate editor Eloise Gibson said: “The new creative direction comes as The Forever Project approaches its first birthday, with the fifth issue of the quarterly title due out this week.”
The Forever Project was established by Stuff in 2020 to demonstrate the need for urgency around climate change, in a way that’s hopeful and meaningful.
The first ad depicts the close-up image of a worried face, with the words ‘Please hear us’. The letter conveys a dystopian future where the environment is under assault.
It pleads for urgent action to halt wasteful plundering, to do better for the environment for the current generation and those to come.
The second features a smiling face with the words ‘Thanks for listening’. The letter says; “We asked you to stop the damage that was being done … and you listened.”
It credits early, preventative action resulting in a thriving environment, re-established ecosystems, renewed resources and nature taking centre stage in a positive, sustainable future.
Eloise Gibson: “The campaign signifies the tangible impact that urgent, timely action on climate change could have on our future world. It leads into the first anniversary edition of The Forever Project, where young New Zealanders take centre stage.
“The campaign signifies the tangible impact that urgent, timely action on climate change could have on our future world.”
“The Teen Titans issue, out this week, examines the legacy we are leaving to our children and grandchildren.
“It explores, in their words, what action today’s teens would like to see in the years before they can vote, how they will change politics, what young farmers think, how social media influenced climate strikes during the year of lockdowns, and the rise of School Strike 4 Climate NZ.”
It’s out in Stuff’s nine daily papers* across New Zealand today, and the Sunday Star-Times at the weekend.
Credits
The Hello Today ads were produced in-house at Suff. Creative direction, copy and design by Kyle Morris.
*Stuff’s dailies: Waikato Times, Taranaki Daily News, Manawatu Standard, Dominion Post, Nelson Mail, Marlborough Express, The Press, Timaru Herald and the Southland Times.
About The Forever Project
The Forever Project provides world-leading, constructive coverage of climate change. It also incorporates a commitment from Stuff to reduce its scope 1 and 2 emissions by 25% by 2025. Through The Forever Project, Stuff aims to make a difference for future generations, leaving things better than we found them.
About Stuff
Stuff connects with 2.4 million Kiwis per week across its platforms, including news site Stuff.co.nz, Neighbourly, Stuff Events and a range of newspapers and magazines.
Proudly New Zealand-owned, Stuff leverages its high levels of trust and scale to deliver quality news, content and experiences that help make Aotearoa a better place. Stuff looks for opportunities to diversify into new categories and revenue streams to ensure it continues to deliver its award-winning, independent journalism.
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