Signed Seared Delivered
Protecting Canada’s iconic landscapes by sending a warning about climate inaction.
THE IDEA
Signed Seared Delivered: a campaign that sent a scorching message about the climate crisis
We created postcards showing beloved Canadian landscapes ravaged by wildfire. These postcards were pre-addressed to the Prime Minister, the Minister of Environment and Climate Change, and the Minister of Natural Resources. Canadians signed and mailed the postcards to directly call on policymakers for urgent climate solutions. The postcards were available in physical locations and online for download.
Amplified by animated social posts, influencer engagement and organic sharing, and endorsed by climate leaders like Naomi Klein and Tzeporah Berman, the campaign moved climate urgency from social feeds to political mailboxes.
A
Where the audience is headed
Canadians want to take meaningful action on climate but feel unheard.
After years of climate inaction, Canadians were frustrated and looking for a way to make their voices count. They wanted a tangible way to push for change that went beyond social media posts or petitions. The campaign offered a clear, powerful tool for expressing urgency and demanding accountability.
B
Where the brand is headed
From passive awareness to direct political pressure.
The Climate Emergency Unit (CEU) is a climate advocacy group focused on driving urgent policy change. With wildfires increasing in severity and frequency, CEU needed a campaign that broke through public apathy and political inaction. The goal was to empower Canadians to take visible, impactful action by holding federal leaders directly accountable.
C
Where the culture is headed
Wildfires are increasingly devastating Canada’s landscapes and communities.
Canada’s iconic natural beauty is under threat as wildfires grow more severe each year. In 2023, the scale of destruction was unprecedented. The campaign tapped into this shared cultural loss by turning the traditional postcard, once a symbol of beauty and travel, into a stark reminder of what’s at stake if climate change goes unchecked.
National and international coverage amplified the urgency of the message.
10,000+ postcards delivered directly to the desks of Canada’s federal leaders.