What is it?
The 90-second animated video, which is hosted on the YouTube, Unicef and Do the Green Thing websites, aims to illustrate how we can help reduce the impact of climate change on children. Broadcaster Jon Snow provides the voiceover for the video, which shows an ordinary kid developing increasingly extraordinary body parts to cope with experts’ predictions of prolonged periods of intense sunshine, freak floods, cyclones, droughts and food shortage.
Any other detail?
The campaign, which will run for 12 weeks, will be supported by online advertising on key sites such as Spotify and Facebook. A status hijack will encourage Facebook users to change their status to "I’ll need…" and share what evolutionary enhancement they will need to continue to do something that they love.
What about Twitter?
A competition on the social networking site will give tweeters the chance to win an original artwork by illustrators who have developed their own interpretation of what Climate Kid – a child who has evolved to adapt to extreme climate change – will look like in the future.
What’s the point of the campaign?
Naresh Ramchandani from Do the Green Thing says: "We wanted to make the concept of climate adaptation as interesting for as many people as possible. It struck us that everyone is fascinated by the distortion of the human body – think of the popularity of the Fat Booth app. So we created Climate Kid, a way of showing how a child would have to evolve to adapt to climate change if we don’t act now."
By using Spotify, YouTube, Facebook and Twitter, both chariites are ensuring all their bases are covered by being active on all the most popular social media sites. By using animation, the video will engage the targeted audience in a way that doesn't feel like they are being lectured to, and hopefully will lead to the message being spread more widely.