With Summer 2024 going down as the hottest on record in the Northern Hemisphere, climate change has shown its dire human impacts, particularly through extreme heat waves. To address this growing issue, creative agency JOAN has partnered with Global Witness to launch a powerful campaign aimed at drawing attention to the human cost of climate breakdown and encouraging action against fossil fuel companies.
The campaign officially launched on October 2, primarily across social media, with a special debut in Texas—a state that’s home to numerous fossil fuel giants. Instead of relying on traditional billboards, JOAN introduced a mobile 15-foot-tall gas station sign with the provocative message: “Big Oil profits. But We Pay The Price.”
This sign, designed to mimic a gas price ticker, updates with a count of casualties at a location where someone lost their life due to extreme heat last summer. This installation serves as a visceral reminder of the direct connection between fossil fuel emissions and human suffering. Watch below:
The Heat Crisis and Fossil Fuel Emissions
As human-caused emissions warm the planet, heatwaves are becoming more frequent and deadly, resulting in what scientists refer to as “excess deaths”—the additional, premature deaths caused by increasing heat. Fossil fuels, such as oil, coal, and gas, are the main drivers of climate breakdown, responsible for nearly 90% of all carbon emissions.
According to a Global Witness analysis, emissions from burning oil and gas produced by major companies like Shell, BP, TotalEnergies, ExxonMobil, and Chevron until 2050 could lead to an estimated 11.5 million additional premature deaths due to heat before the century’s end.
Personal Stories and a Call to Action
The campaign does more than just provide statistics; it brings the issue to life by sharing stories of individuals directly affected by extreme heat, turning numbers into human experiences. Among these are:
- Carla Ray Gates, whose husband, a postal worker, died from heat exposure while working.
- Donna Gerran, a VA volunteer who lost a friend when power outages during extreme heat left her vulnerable.
- Sheri Davis, a nurse on the frontlines, caring for victims of heatwaves.
- Christian Grisales, a Dallas Public Health official working toward solutions for his community.
The narratives are captured through compelling video content shared on social media platforms. Each story aims to drive viewers to Global Witness’s website, where they can find resources, including email templates, to demand accountability from fossil fuel companies.
Campaign Context and Policy Ties
The campaign coincides with significant climate-related events in the U.S., such as the September 12 proposal of the “Polluters Pay Climate Fund” by Democrats in Congress. This bill aims to hold fossil fuel companies accountable by requiring them to pay into a $1 trillion fund for climate disaster relief. Additionally, the campaign aligns with New York Climate Week, spotlighting the urgency of climate change action.
The partnership between JOAN and Global Witness began in May, and this campaign marks their first collaborative effort to drive awareness and change around climate breakdown.
CREDITS
BRAND: GLOBAL WITNESS
- Alice Harrison, Head of Fossil Fuel Campaigning
- Alexander Kirk, Campaigner, Fossil Fuel Campaign
- Georgia Best, Senior Communications Advisor
AGENCY: JOAN CREATIVE
- CEO: Lisa Clunie
- CCO: Jaime Robinson
- CFO: Renee Jennings
- Head of Operations & Recruitment: Becca Patrick
- Head of New Business & Marketing: Chris Turney
- Head of Account Management: Alexandra von Puttkamer
- ECD: Theo Gibson
- CD: Manu Iljitsch
- CD: Jesse McCormack
- Head of Strategy: Kristin Van Note
- Account Director: Danny Alvarado
- Head of Production: Cheri Anderson
- Executive Producer: Shami Lacort
- Senior Producer: Jake Fagan-Perl
- Director of Project Management: Diana Matthews
- Senior Business Affairs Manager: Kara Driscoll Plock
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