The Dominican Republic occupies the 11th position within 177 countries in vulnerability to climate change. Despite being an island and a clear tourist country, climate change as a problem is little mentioned by the Dominicans.
We were commisioned to raise awareness about the problem, to communicate the municipal problems to each community and local initiatives to adapt to climate change taken via some of the country's resilient cities.
The client also desired to build digital spaces of updated content on climate topics in the Dominican Republic and the world.
As a result, we came up with the "Abre Los Ojos" (Open your Eyes) Communication Strategy.
Climate change affects our health, our pocket, eating habits, recreational activities, tourism, and urban development, but for some reason, Dominicans have not been able to recognize it. So it is time for them to wake up and open their eyes!
The message aimed to connect the subject with many of the difficulties experienced locally in recent years (Disasters, times of drought and high temperatures, diseases, storms in the northern region, rise of common groceries prices, etc), speaking also of what could happen in the near future, about what we are already doing, and simple ways to get involved in the mitigation initiatives.
The Campaign spread mostly on Digital Media (Facebook/Instagram) but also had Offline TV Coverage, a Radio Hip-Hop Jingle, Several Billboards around the city of Santo Domingo, and video case studies were also produced to make the success stories from adapted communities known nationwide.
More than 3 months of multimedia content were generated for social media purposes, covering news media edited video of real situations, animated examples of important topics, infographics, memes and pictures, all available for review at the Instagram and Facebook accounts of the campaign (@Abrelosojos.rd).
Above: "Some easy tips to save water" / "Planet earth could run out of water by 2050" (Infographic)
Below-right: "What to do in case of an Earthquake?
"Intelligence is the ability to adapt to change" Stephen Hawking".
To the left: Every year the average temperature is higher!"
To the right: "Lionfish: The exquisite invader"
