Climate-Change Campaign Employs Social Game Mechanics, a News-Driven Digital Platform and Sophisticated Algorithm
BOSTON — Ad/marketing firm Arnold Worldwide in collaboration with Al Gore’s Climate Reality Project are introducing “Reality Drop” (www.realitydrop.org), an innovative activism initiative to spread truth quickly worldwide about global warming. The agency attracted the attention of Gore and his colleagues through Arnold’s groundbreaking cause-related work on the national anti-tobacco “truth” campaign, which included TV, mobile games and site development.
For “Reality Drop,” Arnold has designed a unique way to bring news, climate science, game mechanics, and the power of the social web together. “Reality Drop” offers a database of more than 100 popular climate change myths along with the science to refute them. The site pulls in climate stories throughout the day, attaches them to climate myths and a unique “heat” algorithm organizes them according to several key criteria—including the number of other players who have “dropped” on it already. “Reality Drop” gives players the tools to push back against misinformation by engaging climate change deniers in debates in the comment threads of the articles themselves, or spread the word and activate their social networks.
“When we sat down with Al Gore to talk about ways to move the climate change conversation forward, media coverage had declined sharply over the past three years,” explains Pete Favat, Managing Partner and Chief Creative Officer, Arnold Worldwide. “We had to custom-design a strategy that wouldn’t just find the right people passionate about this topic, but also make it easy for them to speak up and take part in real-time discussions that work in our digital culture. Traditional advertising just can’t do that.”
Players begin as a “Rookie” and earn points when they participate in and respond to online conversations about climate change. Re-tweets, shares, likes and comments earn users points that unlock new levels, improve rank and win badges, such as “Carbon Crusher,” “Shining Beacon” and “Order of the Green Circle.” By sharing with their social networks, participants move up the ranks, and if they are good at “dropping reality”, could ultimately become a “Chief.”
About The Climate Reality Project
The Climate Reality Project is one of the world’s leading organizations dedicated to mobilizing action around climate change. With a global movement more than 2 million strong and a grassroots network of trained Climate Leaders, we are spreading the truth and unleashing the cultural momentum to solve the climate crisis. Former Vice President and Nobel Laureate Al Gore is the Founder and Chairman of The Climate Reality Project. For more information, visit www.climaterealityproject.org or follow us on Twitter at @ClimateReality
About Arnold Worldwide
Arnold Worldwide is a global communications company and one of the top five most creatively awarded agencies of the past decade. Arnold delivers services across all communication touch points – advertising, digital, promotions, direct, design, branded content – and is part of Havas Creative with offices in Boston, New York, Washington DC, Toronto, London, Amsterdam, Prague, Milan, Madrid, Moscow, Lisbon, Sydney, São Paulo and Shanghai.
Thank you Al Gore for your continued work! I hope that enough of the policy makers get the message and help move us to a sustainable path. EVERYTHING is at stake.
The scientists have issued our children CO2 death warrants in a little wee tiny catastrophic climate crisis that they have been saying for 27 years only “might” be a crisis not “will” be a crisis.
Not one IPCC warning says it will happen, only possibly happen.
The solution? You and I sacrifice our modern lifestyles and pay a tax on the air we breathe with bank funded and corporate run carbon trading stock markets ruled by politicians. YES according to science WE can change and control and regulate comate variation. That’s all you kids need to know now shut up and obey!
This is the Al Gore that claimed the temperature at the Earth’s core was ‘millions of degrees’, who cheated in a simple climate experiment on his telethon, who sold his TV station to a company owned by a nation that made trillions of dollars from selling fossil fuels?
Well, that works for me! Where do I sign up?