UnitingWorld Brand Platform
In your heart, you know
Our team redefined Uniting World as a faith-based leader in climate action. Our goal was to show how urgent climate action is connected to tackling poverty and injustice.
This project’s key challenge? The ostrich effect. Research shows that people 'put their heads in the sand' when they hear about climate change. The issue feels too big or complex. Our job was to humanise climate change, reminding supporters that it impacts people.
Using our expertise in audience research, we spoke with UnitingWorld’s Christian and secular audiences. We wanted to find ways to overcome resistance to talking about climate change. One-on-one interviews and focus group workshops drew out key insights. We tested different messages and found ‘In your heart, you know’ resonated strongest with audiences. The aim was to break down barriers and ask supporters to think and act differently about the harm facing our global neighbours.
We created detailed guidelines, updated UnitingWorld’s master brand, and created a playbook to bring the campaign to life. Brand image headlines were paired with the key campaign line of “In your heart, you know”. We wanted to see who is willing to listen – and feel it in their heart too.
Portraits depicted real people in communities where UnitingWorld works, overlaid with powerful statements. Art direction was serious, highlighting the severity of the issue. Subjects looked directly at the camera to show strength and determination. Horizontal lines of colour showed rising sea levels.
There is no injustice in the world that is not going to be made worse by climate change. There is no person who is poor or vulnerable whose poverty and vulnerability is not going to be exacerbated by climate change.