Climate Dome
Challenge
CarbonNeutral Newcastle was tasked with delivering an interactive climate change awareness programme across the North East, a DEFRA inspired initiative. The centrepiece of this during 2007/8 has been an experiential dome, designed to change attitudes to climate change.
The climate dome is a large, inflatable structure. Its content explains climate change and its relevance in understandable and immediate terms using local information, and a range of interactive displays.
Changing attitudes is always challenging, especially with a subject like climate change where there is a mass of complex information and so much ongoing debate. However, engaging the public and creating better understanding is surely the key to stimulating those attitudinal shifts.
Our task was to deliver the central creative theme. How could we make a sometimes impenetrable subject accessible and so generate public interest?
Idea
Research findings pointed to children being the best route to attract people to the dome. This led us in a different direction to some of the more predictable creative routes involving the usual alarming photos and a barrage of facts. We were determined to create a tangibly different approach that could explain complex issues simply and, if necessary, humorously.
We created a series of illustrations that allowed us to be highly flexible and imaginative with our messages, and so avoid some of the relative restrictions of photography. The illustrative route created a highly distinctive, more ownable visual identity. It also had a friendly and accessible feel, important qualities for an initiative that reaches out to the public.
Response
We took on a serious subject but communicated with a lighter touch. We felt this was necessary in order to optimise public participation.
Using a £400,000 grant from DEFRA and support from Scottish Power, climate dome toured the north east. It was supported by a website, BBC film and an interactive game. 15 months from its launch in January 2007, it is estimated that over a million people have seen the climate dome.
It’s another step in a longer term process to change public attitudes. Ultimately, it’s changed attitudes that will result in changed behaviour and a saved planet.