Canadian environmental group, the Dogwood Initiative has come up with a brilliant way to bring about attention to global climate change for the 2010 Vancouver Winter Olympics. They have placed bright blue decal of a stressed out polar bear precariously floating on a melting ice pack on the polar bear side of the Canadian toonie.
The decal serves as a reminder of Canada's contribution to climate change and the country's refusal to commit to reducing greenhouse gases.
Implications - Publicity stunts are a great way to spread awareness about businesses and products. The Dogwood Initiative illustrates the massive impact of taking campaigns to the streets in order to target pedestrian-heavy urban areas.
Key Themes Behind This Trend
- Publicity Stunts for Awareness
- Using creative and attention-grabbing campaigns to spread awareness about important issues, products, or businesses.
- Street Marketing
- Taking campaigns to the streets in pedestrian-heavy urban areas to reach a wide audience.
- Environmental Messaging on Currency
- Using currency as a platform to raise awareness about environmental issues or causes.
Where This Applies
- Environmental Advocacy
- Opportunities for environmental organizations or initiatives to use creative campaigns to raise awareness about climate change or other issues.
- Marketing and Advertising
- Incorporating inventive and attention-grabbing tactics into campaigns to attract and engage audiences.
- Currency and Collectibles
- Exploring the use of currency as a medium for social messaging or unique designs that foster a sense of collectability.
