National Geographic
Change the Geographic
Consumer Insight: People only care about what they can see.
Brand Insight: National Geographic sees the earth as it is, and as it can be.
Ask: Show that National Geographic may not always look so beautiful.
CHANGE THE GEOGRAPHIC
Partnering with Midjourney AI, Nat Geo will run the Change the Geographic campaign. We will create an Instagram AI filter to show users what the earth will look like at any future date, based on our current trajectory of environmental decline. The AI filter will function with both a live feed camera and uploaded images and videos.
Each post on the feed will feature a current photo of the earth paired with a glimpse of what it could look like using the Midjourney AI filter.
National Geographic will make regular posts on their Instagram page showing how the earth will eventually look without change in human behavior.
To aid people in Changing the Geographic, National Geographic will post daily reels with tips on how people can start today to help.
Instagram users will be able to participate in the campaign using the hashtag #ChangeTheGeographic on their posts and stories they've created with the AI Filter. Nat Geo will post these on a saved highlight reel.
#ChangeTheGeographic will also be used to highlight those who are striving to make a difference and posting about it using the hashtag.
COPYWRITER: Maren Edwards
ART DIRECTOR: Jill Paulson