A part of the climate change problem is a communication problem. The change that is needed to stop the depletion of the earth requires everyone to be involved, including those who have turned a blind eye. That’s why new broadcaster Omroep Groen ('Broadcaster Green') wants to use the public broadcasting network to reach the whole of The Netherlands.
To attract members for the broadcaster, we decided to recruit members for the Earth itself. Whoever becomes a member of Omroep Groen, becomes a member of the Earth. In animated copy, we approach 'Earth' as a person that needs some attention because he, she or they is/are in a really bad shape. The copy translates to: "Earth wants attention", "Earth seeks members", "The earth now has its own channel", "The earth has too many people, but too little members", and "The first broadcaster that gives the earth airtime".
In film, we treat every piece of nature as something one can support: "Become a member of this pigeon" and "This fly wants attention".