Project Overview
Climate Solutions by Greenpeace is a tool for learning and climate action. The design language of a quiz connects with Australians alarmed by climate change, acknowledges the changes they’ve already made to support the cause, and offers complementary ways for them to take action to create lasting, system-led impact.
Project Commissioner
Project Creator
Team
Alex Bennett, Aziza Mohamed, Jonathan Puc, Liana Modolo, Tahnee Phin
Project Brief
The design challenge was to create a novel digital product that encourages Australians who are already motivated and concerned about climate change, to take small actions in challenging the systems that are driving the climate crisis.
Systemic change isn’t the result of a single moment of participation. It requires ongoing effort and pressure from many people. This might mean speaking up when they currently don’t, changing the way they vote, or demanding change from big businesses and the government. To do this, people need clarity on the issues and guidance on the best way to get involved.
Project Need
As part of this work, Greenpeace wanted to focus on engaging Australians who are alarmed about climate change. This audience is the most concerned about the need to act, and make up the greatest percentage of our population (31%).
By focusing on this segment, Greenpeace wanted to activate the people that are most likely to take action and drive change towards a greener future.
A Greenpeace research report outlines that Australia has the technology and resources to reach a goal of net zero emissions well before the Paris Agreement’s timeline of 2050.
It highlights the different climate solutions that can be applied to an Australian context, using statistics and case studies to illustrate how they come to life across the energy, transport, industry, agriculture and land use sectors.
We used this report as a base for some of the content on the site, while adapting it in several ways:
- Personalising content so that it is shown to the user based on their unique interests and answers to an opening quiz
- Giving people the option to browse the solutions at their leisure, paired with design components like a timeline to communicate complex or detailed information
- Demystifying complex topics by using the ‘Explained simply’ format which works as an FAQ for different climate solutions
User Experience
Through our human-centred design process, we uncovered that the website would be most valuable for users if it could facilitate a core user need: Show me how I can take action on climate change based on the areas I’m interested in.
While this need could have been supported in many different ways: we opted to go beyond the original brief of simply promoting different climate solutions to designing an experience that facilitated both learning and behaviour change.
We structured the website’s design, content and browsing experience around a quiz format. The quiz allowed for immediate input from users who receive tailored responses and actions. Sitting behind the quiz, is a robust taxonomy that matches interests and climate actions to different ways someone can advocate for the climate solutions they care about the most.
The website is not only exceptional as a standalone campaign, it was designed with the flexibility to grow—featuring new climate solutions and different ways for people to take action over time. It has value as a resource that continually expands, communicates progress, and facilitates new conversations depending on how users choose to engage with it. In the future, it will act as a hub for new Greenpeace campaigns, turning everyday actions into lasting systemic impact.
Project Marketing
Using a quiz as a way into action was one of the ways the tool connects with this audience, acknowledging the changes they’ve already made to support the cause, while offering complementary ways for them to advocate for change that protects our planet.
Each action is mapped to a broader climate solution, which clarifies how it helps us get to net zero emissions by 2030 using case studies, key stats and expert insights to help people stay informed, shift their thinking and have better climate conversations.
The tool is a hub for learning and action. It creates impact by:
- pairing personalised content with specific actions as a way into climate advocacy
- providing multiple ways into content to support both learning and doing mindsets
- educating this audience on solutions and showing proof of how advocacy helps us overcome the barriers to climate action
- using this audience’s current set actions as a jumping-off point to advocacy in support of solutions that matter to them
Results: Since launch, there’s been 18,000 page views, 2,000 action click-throughs to actions and more than 1,000 quizzes taken. Greenpeace Middle East and North Africa are looking to replicate a version for their own audiences.
Digital - Community
This category is all about helping our communities to connect and engage, from emergency services to Not for Profits to social groups, these apps and sites not may not only assist in delivery but also create efficiencies providing those at the coalface more time to do their important work whether it be fighting fires or managing the local team. It's not all serious though we're also looking for projects that work to help bring the community groups together with fun and enjoyable activities.
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