While deep concern for the poor has always been central to the Catholic faith, few appreciate how the impact of climate change falls hardest on the poor. This initiative would remind Catholics of the importance of the environment to their faith and inspire support for the Catholic view on the issue.

Insight
Take this much-discussed subject and turn the issue to one of personal responsibility and moral imperative.

Approach
Boldly ask “Who’s under your carbon footprint?” while showing compelling images of the world’s poor framed in a stark footprint graphic. In an instant, the human impact of every individual’s contribution to climate change is brought down to a very personal level. Then direct the Catholic viewer to get involved by going online and taking the St. Francis Pledge to make personal changes that impact climate change.

The message was delivered through print, online and direct mail to more than 20,000 dioceses, directing readers to CatholicClimateCovenant.org to view an intro video and take the Pledge. The campaign launched the week of Earth Day in the New York Times and 15 regional papers along with an audio news conference.

Results
Response was immediate. In the first weeks, the website has had 15,000 visits, and 75 media outlets have covered the campaign launch, adding to the buzz surrounding the campaign.