Clean Air Task Force Awareness Campaign
Clean Air Task Force (CATF) is on a mission to get to a high-energy, zero-emissions planet at an affordable cost.
Every year, the global energy system produces almost 40 billion tons of carbon dioxide emissions — pushing the planet toward irreversible climate tipping points. Reducing global greenhouse gas emissions to net-zero, while increasing energy access to billions of people living in energy poverty, is a massive challenge. Clean Air Task Force (CATF) works to rapidly reduce emissions while advancing bold, durable climate solutions that meet the scale and size of the challenge. As an emerging global leader, the organization needed to expand its reach, solidify its positioning and establish a strong share of voice regionally and globally.
At the end of 2021, 5IVE launched CATF’s first-ever integrated brand awareness campaign and developed a comprehensive brand strategy to increase visibility, deepen engagement and drive support.
New Visual Narrative
CATF is on a mission to develop a new blueprint for climate action centered on a diversified portfolio of technology and policy solutions. To separate the brand from the rest of the “climate noise” and “cliche” narratives, the creative team developed a unique set of blueprint visuals incorporating typography and graphic elements.
The blueprint approach to the graphic treatment of the creative executions allowed flexibility and the opportunity to develop visualizations that hit multiple key points: show technological advancement and ingenuity; link policy objectives to reality-based solutions, giving CATF’s brand its own place in an array of traditional environmental NGOs; and anchoring the brand as systems thinking with design-forward sensibilities.
Every minute, 3 people visited the website for the first time.
The campaign was initially launched in the U.S. and expanded at the end of 2022 into Africa and Europe where the organization is establishing its new footprint.
As the campaign gained momentum, we were excited to see a significant traffic increase to CATF’s website and record-breaking engagement rates like time-on-site and click-through rates which allowed us to meet all of the campaign KPIs and deliver long-lasting results.
“Our goal was to present CATF as a futurist organization determined to use evidence-based solutions along with realistic and non-ideological approaches to solving the most urgent challenge of our time.”Allison Rolinger, Creative Director, 5IVE
People searching for CATF drove 40% of donations online with record breaking CTR at 25.71%.
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