VML and Take The Jump’s mission to change the climate change narrative

VML and Take The Jump are on a mission to change the narrative around climate change and prove to Kiwis that any small action counts.

They’ve found that too often, discussions about climate change are daunting, portraying climate action as an undesirable compromise amid looming catastrophe. It feels like such big a problem to solve that individuals don’t take any action at all.

Fleur Head, Managing Director for VML NZ says climate change is a hard topic, with people used to seeing action campaigns that can feel overwhelming and frankly terrifying which sadly, lends to a sense of anxious complacency.

“The biggest challenge is cutting through. Instead of scaring people off, we want to invite them in, and celebrate them for the actions they’re taking.”

So, VML and grassroots movement Take The Jump have launched a campaign highlighting seven key actions that make climate action not only achievable, but also desirable.

This perspective demonstrates how ordinary people can take pride in small actions that contribute to the fight against climate change, proving they can be Hotter than Climate Change.

The initiative features a diverse range of street-cast locals and a meticulously styled second-hand wardrobe, captured by visual artist Steve Boniface.

It reimagines the glossy conventions of retail campaigns and taps into a broader shift in the definition of “hot”, from superficial attributes to inner confidence.

“We have watched the growth of the global Take The Jump movement and are incredibly excited to see the message of joyful climate action spread here, says Chris Wheatley, director of Take The Jump Aotearoa.

“Take The Jump research shows the seven lifestyle shifts can reduce CO2 emissions by more than a quarter. It is empowering and feels so doable. We know action is an antidote to anxiety and this campaign gives people confidence that their action matters.

“VML has taken this positive message and created a memorable campaign that grabs our attention in this critical period for change.”

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