Rise Up And Eat! Is an environmental awareness campaign targeted at 18-25 year olds that takes into consideration the positive environmental impact by simply opting out of certain types of foods with large carbon footprints.

By focusing on the simple, everyday act of eating, it offers an easily achievable solution capable of tackling the daunting prospect of climate change while shifting mindsets around food.  This campaign was created in response to a recent IPCC climate report that laments the lack of action being taken to curb global warming. Looking at the problem from a design and communication perspective, the campaign aims to create an outcome which counters the ineffective practices of current climate communication methods, whilst empowering the audience to make a change.

The result is a bold and punchy design style that squashes the standard ‘doom and gloom’ reporting of facts, with a bright and energetic blast of positivity which capitalises on the appeal of rebellion to a younger demographic. The messaging takes on a confrontational tone, where the act of eating an apple is a form of defiance against a common enemy which jeopardises our collective future.