The requirement was to address increasing extreme weather events in the UK. It was crucial to highlight the human activities that contributed towards the problem. These activities contributed towards drought, flooding, winds and storms, cold spells and heatwaves. Helping people prepare, prevent and protect was key.
The Daily Climate is a guerilla campaign that exaggerates the problem for dramatic effect. It maintains the link between extreme weather and news, hijacking a known visual format; the compelling nature of news is put to good use. The aim is to strongly highlight a link between human activities and extreme weather events. It puts an awareness on us as humans, and what we are doing. A call to action encourages engagement with a proposed charity.