Greenpeace Russia and Isobar Moscow have launched the EarthApp campaign on Instagram, utilizing the #FaceApp trend to draw attention to the effects of climate change.
Sometimes reactive marketing is good. Seeing the growing trend behind the aging app FaceApp, Greenpeace Russia and Isobar Moscow teamed up to launch EarthApp. The objective of the campaign is to draw attention to a real world problem: climate change and the devastating effects it will have on our planet.
Diana Volkova, creative of Isobar Moscow said: “Climate change gets harder and harder to ignore: we see how the weather changes, how ecosystems more become unstable. And when users post their “oldified” faces, a question appears: what is going to be around us by that moment? How the world changes when we look like our portraits from FaceApp?”
“We’ve tried to show answers to these questions in our posts, to raise awareness and call to action against climate change. We don’t have that much time, but we still have it. Time to act now!”
The first EarthApp post featured St Petersburg flooded with water from the Neva river. It attracted a lot of attention on Instagram and among influencers who shared the post with their followers.
Polina Karkina, Greenpeace Russia’s coordinator for climate and energy, explained:
“Scientists have agreed long ago that human actions are to blame for the modern climate change. Humanity burns coal, oil and gas, that leads to the release of greenhouse gas. With these uncontrolled bursts we’ve turned the atmosphere into a trash yard. Its thin balance is broken, and the climate that was good for living becomes hostile to us and all forms of life around us. We need to spread the word that humanity is on the brink of catastrophe. And changes may come only if we stop acting like there’s no tomorrow”.
If you like this campaign and would like to support Greenpeace and its new oil initiative, you can sign their petition here.