A simple pause can make all the difference.
Restore Mother Earth
As Sir David Attenborough said himself on moving to Instagram, “saving our planet is now a communications challenge”.
To jumpstart the conversation on climate change with zero followers and no media budget, we (NeverLabel) created the world's first carbon-negative art screenprint for Instagram—'Mother, Earth.’
Using a carbon alternative algae ink and FSC-certified 100% recycled fibre paper, it celebrated the 2.4 billion tonne (7%) carbon reduction during lockdown, highlighting the challenge required to achieve net-zero emissions by 2050 annually.
This limited edition print saved 2.76kg of CO2, acting as a mini carbon bank and a reminder of the collective opportunity 'The Great Pause' provided for lifestyle reset.
After gaining gallery support, the conversation moved on to one of action. We partnered with 13 renowned artists for the #RestoreMotherEarth exhibition. Supporting EarthDay.Org’s 2021 theme, each artist reworked the 'Mother, Earth' print in their own unique style.
Sales proceeds planted 3,206+ trees through THE CANOPY PROJECT™, while the project addressed the issue of climate change in a new light to an engaged audience of 122k Instagram followers.
