Cup of Tea
Marketing Campaign
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About:
The International Dark-Sky Association (IDA) is the leading organization combating light pollution worldwide. IDA works to protect the night skies for present and future generations.
Brief:
Build on IDA’s mission to inspire citizens to care about light pollution and “empower the public with tools and resources to help bring back the night.”
Insight:
In our constantly “on” world, citizens are using light throughout the night for both work and entertainment. While they experience financial gain and satisfaction from using light-rich media (office lighting, TV, internet, etc.), they are largely unaware of their consequences. Users need to be reminded that the darkness and night are not just important for ourselves, providing an ongoing reminder for us to stop, rest, and reset, but also for other worlds and ecosystems to function naturally.
Strategy:
Illustrate the damage of a world without night, guilting users into turning off the lights and appreciating the darkness
