Unscrew America

Unscrew America is a new campaign designed to persuade U.S. households to adopt greener practices on a day-to-day basis, starting with more energy-efficient lightbulbs.  A bells-and-whistles interactive website showcases innovative Flash programming and a sensory overload approach.

Of course, for social advertisers, the question is whether or not a low-tech approach may be a better way to deliver this particular environmental message, by using a single powerful image with a strong graphic sensibility or a tactical media intervention in the consumers’ face-to-face lived environment.

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Is promoting adolescent girls smoking marijuana really a responsible way to spread the word on efficient light bulbs? Not to mention the moral problems, but how much carbon monoxide does each joint release? Stupid, stupid, stupid.