Subway advertising works.  There’s a good chance that’s why you’re here — we were basically unknown outside of Toronto climate activist circles before we ran our ad campaign.

However, Climate Pledge Collective is a no-ego organization.  We aren’t advertising for ourselves, we’re advertising for climate action in general.  You’ll see that on our Act Now page we point people to all kinds of climate action groups.  To change everything, we need millions of people working on climate according to their best judgement.  It’s not collective action OR individual action.  It’s not renewable energy OR reduced consumption.  It’s not resilience OR global justice.  To beat climate change we’re going to have to take a BOTH AND approach.  That doesn’t mean as individuals we shouldn’t focus on whichever approach we think is most effective.  But it does mean that we have to learn to show solidarity with people taking different approaches.  Protestors shouldn’t be too critical of people trying to reduce their personal footprint — and vice versa.  Carbon tax proponents shouldn’t attack a green new deal approach and vice versa.

With regard to the ads themselves, people tend to ask us 3 questions and our responses are below.

Why aren’t the ads more positive?

Can you clarify the facts behind the ads?

What can we do about such a big problem?