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NATIONAL GEOGRAPHIC
CHANGE THE GEOGRAPHIC
PEOPLE ONLY CARE ABOUT WHAT THEY CAN SEE.
NATIONAL GEOGRAPHIC SEES THINGS
AS THEY ARE AND AS THEY CAN BE.
NAT GEO'S SPECIALTY IS PUTTING THE EARTH
ON A PEDESTAL, BUT IT'S TIME TO SHOW
(WHAT COULD BE) THE UGLY TRUTH.
Partnering with Midjourney AI, Nat Geo will create an Instagram filter that will show users what the earth will look like at any future date, based on the current trajectory of environmental decline.
The AI filter will function with a live feed camera, in addition to uploaded images and videos.
INSTAGRAM X MIDJOURNEY
National Geographic will make regular posts on their Instagram page showing how the earth will soon look without change of human behavior.
Each post on the feed will feature a current photo of the earth paired with a second of what it could look like, using the Midjourney AI filter.
The link in their bio (and attached to each post on their feed) will lead to a page on NatGeo’s website suggesting ways to minimize personal environmental harm.
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. NatGeo will repost these on a saved highlight reel.
#ChangeTheGeographic will not only be used to highlight those using the AI filter, but those who are striving to make a difference and posting about it using the hashtag.
To bring attention to the digital campaign, National Geographic will put up a few billboards on highways near each of these natural wonders.
ART DIRECTION: JILL JACKSON
COPYWRITING: MAREN EDWARDS
CONCEPTING/CONTENT CREATION: KAITLYN NELSON
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