Greta Thunberg’s climate movement Fridays For Future is rolling out “The Denial,” which illustrates denial about the climate crisis with a metaphor: running into a wall. Concepted by Fred & Farid Los Angeles, the spot is launching for the anniversary of the Global Climate Strike (9/24).
For decades now, climate activists and scientists have highlighted the dangerous effects of global warming on the earth. Heat waves, droughts, wildfires, and floods are happening at an alarming rate, and 200 species are disappearing every day from the face of the earth, never to return. These effects impact everyone and are most devastating to our most vulnerable: the poorest and younger generations. Since it was launched in 2008 by Greta Thunberg, Fridays for Future has represented GenZ activists everywhere. Its mission is to point to the science, and call for those in power to take the facts seriously, and act accordingly.
Nevertheless, leaders are still not doing enough to limit warming. They’re not even close to solving the problem.
Katharina Maier, organizer with Fridays For Future U.S, said, “The good news is that scientists believe limiting warming is absolutely technically possible. With renewable energy technologies, changes in farming and transport, and other big changes, we can limit warming and avoid even worse outcomes. However most of us are not shifting our way of living, way of consuming, way of traveling, way of producing energy, etc… We are literally collectively running into a wall. This is why we decided to play on this contradiction and the urgency to act to save our planet before it’s too late.”
