This campaign aims to transform public perception of the Earthshot Prize, repositioning it as a globally recognised symbol of innovation, hope, and collective action. Targeting a new audience of anti-establishment millennials, the campaign will break away from traditional sustainability narratives, using bold storytelling, edgy visuals, and disruptive marketing strategies. By showcasing the transformative impact of the prize and its winners in an authentic and relatable way, the campaign seeks to resonate with a generation that values action over rhetoric, positioning the Earthshot Prize as a powerful catalyst for grassroots change and environmental progress.
