In April 2020 Ecologistas en Acción proposed the launching of its first major membership campaign in its 20 years of existence. That meant not only thinking in terms of membership, but also understanding it as an image campaign. This was the first time that all of its groups around the country would be involved in such an action, which presented the perfect opportunity to build a sense of pride and belonging and develop a visual and verbal identity for the organization, an identity that would be recognizable and set it apart from the rest. This identity needed to express the organization’s values, captivate, and draw future members, activists and volunteers.

This is a positive, close campaign that broadens awareness of the fact that we are all eco-dependent, interdependent beings. It proclaims the desire for an economic rebuilding placing the lives of all human beings before money. It makes an urgent appeal to combat the great global threat: the climate crisis.  

 We used direct, incisive communication In order to reach new audiences, and sought potential for connecting with those who still have not yet considered the possibility of joining Ecologistas en Acción or with those who have not yet made the decision. Fresh, inspiring visual language able to apprehend as many people as possible. 

 We lend visibility to all sorts of people who could join Ecologistas en Acción. They are in the front line of our communication to sustain the message of union and so that many different people can identify with the campaign.

 Our aim is to arouse an ecological awareness through a campaign that raises voices, stirs and re-channels attention to the climate and social crisis, putting out an appeal for action in order to promote economic change and advocating for social environmentalism. The campaign reflecting a social movement decided to joyfully change the course of history through partnership.

We start at the root of the problem: the prevailing economic model that destroys life. This model is underpinned by a rationale that abuses natural resources and hinges around immediate profit and inequality. Unlimited growth on a finite planet makes no sense. For one species among millions to consider itself independent, superior and owner of the other forms of life surrounding it is completely irrational. And within that same species, for there to be groups that consider themselves superior to others simply has no rhyme or reason.

 With the help of the scientific community and ordinary people, we are going to proclaim a new philosophy.

Ecológica Aplastante (Crushing environmental logic) is a notorious, resounding concept that shouts ecology and proclaims the common good.  Firmly underpinned by a conceptual, global mainstreamed groundwork on which to build a campaign making an appeal to join forces to change normality, and to do it with a smile. 

Based on this premise, we use the idea of a crushing rationale to demystify environmentalism and show that it is not about an outlandish utopia or the struggle of a mere few, but rather about a universally applicable reasoning for anyone to understand and share. 

 We created a multilingual manifesto, a video in Spanish, Galego, Asturianu, Euskera and Catalan, and a series of graphic pieces to develop the concept by speaking on different issues under the umbrella of social environmentalism. These materials aim to serve as tools to bolster Ecologistas en Acción’s local groups and federations around the geography.

Although this campaign was developed in 2020 in the middle of the pandemic, it achieved a great impact, above and beyond the membership goals. Although we certainly mustn´t be complacent with this, we live in decisive times in the history of humankind and we need more environmentalists than ever.