Florida is facing a very harsh climate crisis. But what’s even harsher is the indifference of many Floridians. We urgently needed to raise their awareness of this disastrous reality, but also, we needed them to listen to us.

We discovered that the cities most affected by sea level rise in Florida hid the names of their own citizens, such as Adamsville, Hollywood, Leesburg, Sarasota, Bradenton, Melbourne, or Edgewater, among many others. And it was precisely them, Floridians, who could help stop the disappearance of their cities. That’s why we made this climate problem personal.

We created a radio campaign where we removed letters from each city until we revealed names of Floridians who could help stop the disappearance of their cities. Each radio spot was strategically aired in its respective city, allowing us to micro-segment the state of Florida to directly raise awareness among Floridians and all those who can help stop sea level rise. Because above all, saving Florida is personal.