A rain-triggered advert, launched by international development charity ActionAid, is disrupting the iconic Piccadilly Circus screens this week to highlight the devastating impact climate change is having on the women and children of Bangladesh.
Real-time meteorological data is captured at a nearby MET Office weather station, and fed into a content management platform used to control display on Clear Channel’s advertising screen at Piccadilly Circus, which is part of their premium digital brand, Storm.
When the system registers rainfall in the local area, it triggers a reaction in the software, prompting the ActionAid advert to be displayed on Storm’s One Piccadilly screen at the famous London location. Once rainfall is detected, the existing ad schedule is disrupted to reveal a tailored message depending on specific level of precipitation – drizzle, light rain or heavy rain.
The striking advert was developed with pro-bono support from communications consultancy, Weber Shandwick and uses advertising space donated by Out of Home media owner, Clear Channel. It will run for a week from 24th November appearing every time it rains.
The strapline “Help us stop childhoods washing away” will appear alongside images of children’s toys lost in climate disasters, to highlight the saddening reality of childhoods being washed away by climate change.
Girish Menon, UK Chief Executive at ActionAid, said:
“Far too often climate change is dismissed as an issue for future generations. This ad campaign is pushing the boundaries of creativity and innovation through digital technologies to raise awareness of the devastating impact climate change is having on the lives of children in poorer countries like Bangladesh”.
In Bangladesh, sea levels are rising and several coastal islands have been submerged under water. Hundreds of lives and livelihoods are being lost every year, as floods, cyclones and storms intensify. Already 50 children drown every day¹, and as the country becomes more waterlogged, their vulnerability to drowning is at an all-time high.
With the global climate talks in France taking place next week, ActionAid is urging the public to join their bloc at the London People’s Climate March on 29th November and demand that world leaders put the needs of countries like Bangladesh first.