
Traffic Jam in Beijing
Our research found that people often had difficulty linking individual behaviours to climate change - so showing personal behaviours 'at scale' is more effective. This grubby highway is nobody’s idea of a good time, establishing a negative social norm in the viewers’ minds.
Laif
Rights Managed
WHAT IT SHOWS: Rush hour traffic in Beijing, China.
Photo by
Dorothea Schmid/laif
Principles:
Show climate causes at scale