The CLIMATE+ campaign by Earthrise and Oxfam presents a compelling brand proposition centered on the urgent need to address climate change through the lens of social justice and equity. The campaign promises to deepen understanding by highlighting the complex, intersectional relationship between climate change and systemic inequalities related to gender, conflict, class, health, and colonialism. By focusing on marginalized voices—particularly from the Global South and vulnerable communities—the series underscores that climate change is not a standalone issue but one intrinsically linked to broader socio-political dynamics. This approach positions both brands as advocates for a holistic, inclusive climate discourse that demands recognition of historical injustices and calls for equitable solutions.
The market strategy leverages the insight that climate change impacts are unevenly distributed and exacerbated by existing inequalities, which are often overlooked in mainstream climate activism. By targeting socially conscious, digitally engaged audiences in the UK through a five-part video series deployed across YouTube, Instagram, TikTok, and Oxfam’s website, the campaign uses storytelling to evoke empathy and awareness around these interconnections. The creative angle of intersectionality not only broadens the narrative scope but also challenges dominant perspectives—such as white, middle-class climate activism—thereby resonating with marginalized groups and socially aware viewers seeking deeper, justice-oriented climate conversations. The staggered release schedule encourages ongoing engagement while allowing each theme to be explored with nuance. This approach strategically combines documentary-style content with social experimentation to educate, provoke thought, and catalyze advocacy within a public service framework.
FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience.
This campaign most fittingly uses the Presenter Testimonial format. Each episode in the CLIMATE+ series foregrounds an advocate or informed individual (such as climate activist Joyce Koech) who speaks directly about the intersection of climate change and various social justice themes. The campaigns utilize personal accounts and expert voices—framing these presenters as credible firsthand witnesses or knowledgeable guides addressing viewers. Rather than developing a single, story-driven arc where a “product” or hero solves a problem, or relying on exaggeration, parody, or symbolic contrast, the creative approach spotlights authentic testimony and narrative explanation to ground the message in lived experience. This aligns with a documentary genre where presenters or experts are the main communicators, making the testimonial structure the core device.
1. Greenpeace UK – Market Positioning
Greenpeace UK positions itself as a militant and highly visible environmental activist organization focused on direct action and public campaigns to promote urgent climate solutions. They differentiate through their bold, uncompromising stances and global reach, leveraging eye-catching protests and strong digital storytelling to mobilize grassroots support and hold corporations and governments accountable.
2. Friends of the Earth UK – Market Positioning
Friends of the Earth UK emphasizes community-led environmental justice, campaigning for systemic change to protect ecosystems and vulnerable populations. Their strategic angle is fostering local activism alongside policy advocacy, connecting ecological preservation with social equity, and pushing for sustainable development policies that include marginalized voices.
3. The Climate Coalition – Market Positioning
The Climate Coalition functions as a broad alliance of over 130 organizations, focusing on uniting diverse groups to advocate for government climate action. They position themselves as a collaborative, inclusive force harnessing collective campaigning power to influence public policy and mainstream climate issues across the UK.
4. WWF UK – Market Positioning
WWF UK leverages its global conservation expertise and scientific research to advocate for biodiversity and climate solutions. Their positioning is rooted in combining evidence-based campaigns with engaging storytelling, aiming to influence both public awareness and corporate responsibility at national and international levels.
5. ClientEarth – Market Positioning
ClientEarth differentiates by using legal frameworks to enforce environmental protections and climate policies. Positioned as a pioneering environmental law organization, they focus on strategic litigation, advising policymakers, and ensuring compliance to accelerate the transition to a low-carbon economy through binding legal accountability.
Q: What is CLIMATE+ about?
A: CLIMATE+ is a five-part video series launched in 2024 by Earthrise and Oxfam in the United Kingdom, targeting the public service sector. The campaign explores the intersection of climate change and social justice, with each episode focusing on a distinct theme: gender, conflict, class, health, and colonialism. Distributed across YouTube, Instagram, TikTok, and Oxfam’s website, the series foregrounds marginalized voices—especially from the Global South—to highlight how climate change exacerbates existing inequalities. Through documentary storytelling, CLIMATE+ positions itself as an urgent call to address climate action through the lens of equity and systemic change.
Q: What creative device does CLIMATE+ use?
A: CLIMATE+ employs the Presenter Testimonial format, as classified by Clapboard’s 12-format taxonomy. Each episode centers on an advocate or expert—such as climate activist Joyce Koech—who directly addresses the audience, sharing personal accounts and informed perspectives on the intersection of climate change with social justice themes. This approach grounds the campaign in authentic testimony, using credible firsthand witnesses and knowledgeable guides to communicate the urgency and complexity of the issues. The testimonial structure aligns with documentary conventions, making the presenters the primary communicators of the campaign’s message.
Q: What is the campaign proposition for CLIMATE+?
A: The strategic proposition of CLIMATE+ is to reframe climate change as an issue inseparable from social justice, targeting socially conscious and digitally engaged audiences in the UK. By highlighting the intersectionality of climate impacts—across gender, conflict, class, health, and colonialism—the campaign asserts that climate action must address systemic inequalities and historical injustices. Earthrise and Oxfam position themselves as advocates for a holistic, inclusive climate discourse, amplifying marginalized voices and demanding equitable solutions. This approach challenges mainstream narratives and seeks to catalyze a deeper, justice-oriented climate conversation within the public interest category.
Q: How does CLIMATE+ rank in Clapboard's archive?
A: CLIMATE+ holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Earthrise and Oxfam's category?
A: In the public service and climate advocacy space, Earthrise and Oxfam face competition from several key organizations. Greenpeace UK is known for its militant direct action and high-visibility campaigns demanding urgent climate solutions. Friends of the Earth UK emphasizes community-led environmental justice and systemic policy change, prioritizing marginalized voices. The Climate Coalition unites over 130 organizations to collectively advocate for government climate action. WWF UK leverages scientific expertise and global reach to promote biodiversity and climate awareness, while ClientEarth distinguishes itself through strategic litigation and legal enforcement of environmental protections.
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