Overview
Deep concern for the poor has always been central to the Catholic faith, but few appreciate how the impact of climate change falls hardest on the poor. This initiative reminds Catholics of the importance of the environment to their faith and inspires support for the Catholic view on the issue.

Insight
Turn the issue to one of personal responsibility and moral imperative.

Approach
Boldly ask “Who’s under your carbon footprint?” while showing images of the world’s poor framed in a footprint graphic. In an instant, the human impact of every individual’s contribution to climate change is brought down to a very personal level.

The message was delivered through print, online and direct mail. The campaign launched the week of Earth Day in the New York Times and 15 regional papers along with an audio news conference.

Results
In the first weeks, the website had 12,600 visitors, and 75 media outlets have covered the campaign launch.