A new online campaign from the UN's Global Goals uses YouTube's sequential storytelling format to highlight what happens if you ignore air pollution.
The series of films, viewable on YouTube here, stars parkour artist Georgia Munroe running from a threatening purple fog, representing air pollution. But the story unfolds based on if the viewer "skips" or watches. If they skip, the heroine will meet danger and uncertainty, but if they watch the film she finally finds air to breathe. The message of the campaign is: “You can run from air pollution, but you can’t hide.”
The film was created by AMV BBDO and Grain Media, with directio by Rubika Shah, whose work includes the documentary "White Riot."
"We wanted to build a bold new world, a slightly dystopian place, which would appeal to younger (20s and 30s) audiences without being cliched," says Shah.
The campaign was commissioned by the UN to raise awareness of UN Sustainability Goal 13: Climate Action.