HOW TO PROTECT YOUTH FROM EXTREME HEAT.
According to the Weather Channel, heat has been the leading cause of death in the US among weather-related fatalities for 30+ years and often happens on days with average rather than extreme heat. Per a 2018 study by a group of climate researchers, Miami experiences 133 high heat days every year – 27 more than it did in 1995. By 2075, the number is projected to hit 162. Yet, heat has failed to compete for media and government attention with Miami's other major climate challenge: sea level rise.
Following our previous Heat Campaign for Miami in the summer of 2022, the Chief Heat Officer Jane Gilbert contacted us again to address a more specific challenge: young people.
Studies show that vulnerable populations are more at risk of being affected by heat-related illnesses and deaths. Miami attracts a lot of young people every year who want to celebrate spring break, go clubbing on Ocean Drive, and celebrate their Bachelor and Bachelorette parties in a tropical climate.
Every year, a lot of injuries and heat rashes, cramps, exhaustion, and strokes are reported. With young adults being particularly vulnerable to heat-related illnesses, especially when they are partying or exerting themselves physically, we wanted to speak to them in their own language to get their attention.
So, we asked ourselves: “What are young party people most interested in?” I think we can all agree that it is hooking up, or let’s just call it “flirting”. Building our campaign around this insight allowed us to convey the rather dull Public Service Announcement information in a way that is engaging for young people.
We decided to make it an outdoor campaign and place it where the young people see it every day going to university etc.