Zubi- Cleo – Melting Florida Case – 2021

Challenge

To advance the ball on climate change, personal

changes aren’t enough; policies must be enacted, and

public opinion is key to pressuring policy makers. So

the challenge becomes, how do you get Floridians to

change their attitudes towards and prioritize climate

change, so that they support elected officials and

policies that will mitigate climate change.

However, although the aim is influence policy, due to

The CLEO institute’s status as a 501(c)(3) they may

not participate or intervene in any political campaign

on behalf of, or in opposition to, any candidate for

public office.

Insight

People tend to give more weight to issues that they

deem as more personal and immediate and for many

Floridians, climate change is not one of those issues.

Solution

The world is getting hotter, and Florida is already

famously hot—it’s weather, beaches and other natural

resources are attractions for locals and tourists alike.

Zubi would create a unique climate-interactive

outdoor campaign that would take advantage of the

Sunshine State’s famous heat by building wax statues

designed to melt at 100°

.

The statues would depict familiar iconic symbols of

Florida including a lifeguard stand, a Florida panther

and her cub, and Florida’s best resource, it’s people.

The statues were placed in high traffic areas and as

they melted, they revealed their message about the

consequences of extreme heat: More heat = Less

Florida.

Results

The sculptures received new coverage not only in

Florida, but all over the world:

• +5 Million earned Media Impressions and +15%

Engagement Rate on Social Media

• +2.6 Million readers and viewers across other media

in the US

• Coverage in 20+ countries worldwide

• Zoo Tampa and Orlando’s Mennello Museum of

American Art are keeping two of the statues on

permanent display