The student collective For an ecological alarm clock succeeded in convincing RATP (public transport in Paris) and its advertising agency, Médiatransport, to broadcast a poster on the IPCC report. In 108 stations of the Paris metro. With a QR code inviting you to consult a summary of this 10-point report.

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It all started with a LinkedIn post..

On its LinkedIn page, the collective shared a montage with their summary on advertising spaces in the Paris subway. The post went viral and Médiatransport was arrested numerous times. This allowed the collective to get in touch with the management and to set up such a campaign.

Concretely, it was Médiatransport that offered free advertising space to highlight this public utility message. With a broadcast for a week to raise awareness among as many people as possible.

It all started from the observation that media coverage of the climate issue is very low (3% during the presidential campaign). This collective has therefore fought (and continues to do so) for environmental issues to be more highlighted. And let everyone understand them. Hence the importance of a summary of the IPCC report.

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New proof that advertising can (and should) be used wisely

Inevitably, very few public utility messages are broadcast on advertising spaces. Nobody is ready to pay for them. From time to time the government takes care of it, but this is still a minority. That is the peak. Advertising has a gigantic impact. But it cannot be used for major social issues such as climate change.

This commitment from Médiatransport (and probably from RATP) is therefore great. We also congratulate all the actors who made it possible to set up this campaign.

And that highlights a reality. There is free advertising space. It happens all the time. So why not use it to highlight public utility messages?

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If a Belgian advertising agency reads us, contact us so that we can organize a campaign of this type. If it is a French advertising agency, contact the collective For an ecological alarm clock.

Because it is high time for advertising to be used for the planet and society.

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Photo credits: Collective For an Ecological Alarm Clock

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