April 27th, 2009 by wendy
Little is the new big.
Regularity in effect. Underground promises, Underground delivers. Each and every day a little bit of somethin’ somethin’ to contemplate, peruse, perchance, perhaps - a tiny bite of je ne sais quoi to add to your daily thinking on things like the role of advertising to help non-profits achieve their goals, the resurgence of the handwritten letter as a form of effective communication amongst friends, the responsibility of co-passengers on public transportation to warn one another of unknown substances on plastic seats, or the underestimated role that something as seemingly silly as soot plays in global warming.
That’s right, people. Soot. AKA Black Carbon.
Soot is responsible for 25% of global warming.
Bet you didn’t know that.
Which is why Underground partnered with Earthjustice to create an animated video STOPSOOT that explains how something as small as soot is contributing a ton to climate change, and what you can do to stop it.
And it is really, really good. The video is, for sure, but so is the whole approach Earthjustice is taking with this: in order to tackle the biggest issue causing climate change (CO2, to be exact), we have to take something to task first that is managable, that we can accomplish relatively quickly, and that sets us up with an advantage for the big fight.
It’s simple, but we forget that in the face of something so overwhelming huge that it leaves us feeling paralyzed, helpless and like we’d rather just shut our ears and turn on the latest bad cop series on TV (and it is Bad) it’s important that we parcel stuff out - take one step at a time. By starting with something small, we can accomplish something huge. Stop soot - the campaign and the video - is a great example of this.
Committing to blog every single work day, on the other hand, is a great example of the exact opposite.
But I have never been smart enough to follow my own advice (till now).
Happy Monday, everyone.
See you at the NTEN party at Mezzanine tonight (I’ll be the one in black), or see you here tomorrow.
Love,
Underground*
ps - could you be our, won’t you be our, won’t you be our facebook friend?
Tags: communications, earthjustice, online, stop soot, video
