For the 22nd Climate Change Conference that took place in Marrakesh from 7th to 18th November, non-profit organisation Justdiggit jump started landscape restoration programs and created a global social movement for climate action. The goal of the JuststopIt campaign is to reach broader audience as possible, to create awareness and show the world leaders at the COP22 the time for measures has begun. Although the conference has been taking place since 1995 and has held talks about the climate change, large-scale actions have yet to be seen.

Justdiggit, a non-profit organisation, who fights climate change with large re-greening projects,  joined forces with BlowUp Media and created an international COP-campaign. blowUP media is a wholly-owned subsidiary of one of Europe’s largest OOH media and online advertising businesses, Ströer Group. To provoke more action, the ‘Juststopit’ campaign is set up to raise worldwide awareness for less talking. The campaign runs on large media-screens in Marrakesh, The Netherlands and England, but also online via interactive website Juststopit, influencer content and a social media campaign. Nobel prize winner, campaign-ambassador and patron of the non-profit organization, Desmond Tutu reaches out to people worldwide in a video message: “We are facing one of the biggest challenges in history: our earth is drying up. We need to reverse this while we still can. Luckily the solution comes straight from heaven: rain! If we start harvesting our rainwater, we can re-green our planet. Join me in starting a Green Revolution.”

The concept created by Dutch creative digital agency Lama Lama, consists of a ticking clock which provides the main message — online, on social media and then on digital billboards in Marrakesh, The Netherlands and England. Supporters of the cause can speak up via the campaigns’ website Juststopit. There they will find a button, which when pressed, stops time. A personalised time will present the final content for social media – a time after which it’s time to take action: “After 628.067.682 seconds I’ve had enough. It’s time to cool down our planet.“ The co-founder of of Justdiggit, Dennis Karpes, explains this even further: “After 628.067.682 seconds (more than 22 years) of talks about climate change, it’s now time for concrete actions. Instead of emphasizing the issues, we like to think in solutions. Because if we can warm up the earth, we can also cool it down.”

The non-profit organisation aims to reach its goals by digging in semi-dried areas. Entire ecosystems are restored using community based water harvesting techniques, agro-forestry and climate resilient agriculture. This then creates “biodiversity, water- and food security, a healthy local economy, a liveable environment for people and animals and it has a cooling effect for the planet”. “The complex issue has a simple solution. That’s why we should talk less and act more. In thirty African countries, we launched programs to largely re-green land. We are also active in Marocco, our project (which is close to COP22), received the COP22-label. The COP-label is an official recognition as a solution for climate change”, adds Karpes. Justdiggit managed to sign contracts with several other African countries during the COP22 to implement their Hydrologic Corridor solution.

The campaign is visible on digital billboards from 6 November until 18 November (end of COP)  thanks to blowUP media, Kinetic, Ngage Media, Exterion Media, Schiphol Media and JCDecaux, among others.

Credits:

Initiator: Justdiggit
Co-initiator & (inter)national billboards: BlowUp Media Benelux
Concepting and design: Lama Lama
Influencers strategy: IMA
Digital screens exposure Nederland: Kinetic, Ngage Media, Exterion Media, Schiphol Media, JCDecaux