The Brief was to Inspire the new generation. Making them act for our planet using the Living Planet Report 2014 and in the form of an integrated campaign.
The Living Planet Report states that “The Carbon Footprint accounts for over half of the total of the Ecological Footprint”. My Integrated campaign focuses on this major issue. WWF Tracks project works with schools to form a community and use the existing educational system to motivate the young generation to act. Taking inspiration from nostalgic childhood communities like scouts, schools can work on reducing their Carbon ‘Tracks’ in fun, competitive and proactive ways. Tracking their progress and earning awards known as markers along the way. This will change their behaviour by proving how much power a community has and making that feeling of powerlessness vanish.