Beyond Carbon

Awareness

Beyond Carbon is the largest-ever coordinated campaign against climate change in the United States and get American on the path to a 100 percent clean energy economy. We promoted its launch with an MSNBC.com homepage takeover and accompanying Facebook ads, featuring an optimistic tone but backed up with hard nosed, numbers focused messaging.

We appealed to those looking for progress with personalized messaging about what their states were doing and how they could help, and a punchy, protest poster style. The MSNBC.com takeover featured an especially native design, starting with newsworthy climate change imagery perfectly at home with any climate news story, before revealing our messaging.