What is it?
This Valentine’s Day, the Climate Coalition, a consortium of environmental charities and other organisations including Oxfam, the RSPB and Greenpeace, wants people to shun chocolates and teddy bears and show their love for the natural world instead.
The main element of the campaign is a video, created with the film production company Ridley Scott Associates, in which celebrities including Stephen Fry, Meera Syal and Jarvis Cocker take turns to read out lines from Shakespeare’s Sonnet 18, the famous love poem, in various picturesque natural settings. At the end of the video, there is this message: "What felt eternal is changing. But we can tackle climate change if enough of us want to." Then the celebrities are shown wearing green hearts to symbolise their support for protecting the environment.
The group is asking supporters to make and wear their own green hearts, and also to share them on social media using the hashtag #showthelove. On the campaign’s website, fortheloveof.org.uk, people can send green hearts to their loved ones containing pictures of things they care about in the natural world.
There is also a behind-the-scenes video showing the making of the Show the Love video on YouTube, and resources on climate change for schools are available on the Climate Coalition website. There are billboards promoting the campaign, and green cupids have been out on the streets to spread the message.
The Climate Coalition says 2015 is a particularly important one for the environment, in which global leaders will sign new agreements on climate change and sustainable development. It is calling on people to make politicians "feel their love for things we could lose to climate change" in the hope of influencing these decisions.
Third Sector verdict
A visually impressive video with an equally impressive collection of famous faces, this film capitalises on public scepticism about the commercialisation of Valentine’s Day and gives people the opportunity to send a more meaningful message. The video was viewed more than 45,000 times on the first day alone, so it seems set to make a big impact.