Join the Movement: Denver’s $3M Ad Campaign Challenges You to Take Action Against Climate Change

Denver has kicked off a bold campaign to engage its citizens in the battle against climate change. The city’s message? You’re not powerless; you can take action. This taxpayer-funded initiative is rolling out across billboards, bus shelters, and social media, in both English and Spanish. The catchy slogan? “Do less. Do more. Do something.”

The campaign features eye-catching images—like bicycles and electric cars—alongside uplifting quotes that promote a sense of community involvement. Yet, while many support this initiative, some environmentalists feel the funds could be better spent on tangible climate projects rather than just advertising.

Jill Locantore, a leader in pedestrian advocacy, argues that it’s pointless to encourage behaviors that people can’t currently do safely. She wants more investment in infrastructure that supports biking and public transit, calling it a waste to simply tell citizens to take action without the necessary resources.

On the flip side, climate advocates argue that marketing can effectively combat decades of disinformation from fossil fuel companies. For example, BP once spent over $100 million promoting the idea of individual carbon footprints, which shifted responsibility away from corporations. Elizabeth Babcock, director of Denver’s climate office, believes this campaign can help counter such narratives.

She cites successful advertising campaigns addressing public health—like those that discouraged smoking—as evidence that smart marketing can lead to behavioral change. Supporters note that Denver’s ongoing climate projects, funded by a sales tax approved by voters in 2020, have produced significant benefits like tree planting and solar installations.

However, the criticism remains that funds could instead go towards more direct environmental programs. Babcock admits that while they considered investing in improved public transit or bike lanes, they opted for campaigns that could yield faster emission reductions.

This brings into focus the delicate balance of encouraging individual climate action while pressing for institutional change. Ean Thomas Tafoya, of the environmental group GreenLatinos, believes both tactics can coexist. He emphasizes the value of supporting grassroots movements alongside awareness campaigns.

Interestingly, behavioral psychologists point out that social comparison can motivate individuals to adopt sustainable practices. If you see your neighbors taking small steps for the environment, you might be inspired to follow suit.

Sukle, the Denver-based agency behind the campaign, plans to keep it engaging with initiatives like partnerships with local businesses and unique promotion strategies, such as eco-friendly branded merchandise.

With the stakes this high, Denver’s initiative represents not just a local effort but a broader movement to tackle climate change. It invites citizens to feel their power and responsibility in creating a sustainable future.

As cities across the nation grapple with similar challenges, Denver’s approach might offer valuable lessons in balancing awareness with action. Whether it’s spreading knowledge or supporting infrastructure, the fight against climate change is undoubtedly a community effort.



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