The Act for Arctic campaign was a bold new initiative by Greenpeace. People all around the world were asked to step up for Arctic protection simply by engaging people with influence in their own community to sign on to the Arctic Declaration; a document demanding strong political action in the International waters around the North Pole. The aim was to target political oriented people who liked Greenpeace and wanted to make a difference, but couldn’t necessarily see themselves as activists climbing buildings and bridges.
The campaign launched in May 2014 and I was brought in to help create a visual identity that encapsulated the need and urgency to act now due to the severe climate changes that are happening in this vulnerable area on the top of our world.
I wanted to create a strong logotype that clearly communicated the cause of the campaign. The idea was simple but powerful, by replacing the “i” in Arctic with a degree sign you automatically connect it with the following "C", thus interpreting it as the Celsius temperature measurement:˚C, a reference to the climate changes that are happening in the Arctic region.
90˚N: The North Pole coordinate
22˚C: Warmest temperature ever recorded in the Arctic.
Seeing the world from the top with the North Pole as the centre.
The course we’ll take to try and save this unique area.
An extensive set of toolkits and materials were designed and produced to help guide the new community campaigners on their expedition to collect signatures for the Arctic Declaration.
We teamed up with Stupid Studio for the development and production of a mobilisation video for the Act for Arctic campaign with the key message, that anyone anywhere can act for the Arctic and if we stand together our voices can’t be ignored.
The Arctic Declaration is a 10-point charter for Arctic protection to tackle climate change and to establish an Arctic Sanctuary on top of the world. It is moderated by Greenpeace International and forms the backbone of the Act for Arctic campaign.
Map depicting the proposed area for the Arctic Sanctuary around the North Pole. This area is not owned by any country and is beyond national jurisdiction, which is why Greenpeace is calling upon the international community to help take action towards protecting this vulnerable area. There is currently no overarching treaty governing activities in the Arctic.
On September 19 2014 a Greenpeace delegation met with UN Secretary General Ban Ki-moon in the UN headquarters to discuss the future of the Arctic and hand over a symbolic custom made gift representing the “Save the Arctic” movement.
The gift was a hybrid between a globe and a snow globe. The outside of the sphere was hand carved with a world map and inside it was filled with 6 litres of Arctic water surrounding the Arctic Declaration scroll. The globe was then mounted on an icy base symbolising that what happens in the Arctic affects the rest of the world.
Along with the sphere, 6 million Save the Arctic petition signatures and a printed publication with the +1,500 Arctic Declaration signatories, was handed over to UNSG Ban Ki-moon to show the global demand for action around the North Pole.