creative strategy  copywriting  art direction
We are facing an unprecedented global emergency. Life on Earth is in crisis: scientists agree that we are in the midst of mass extinction of our own making.

In response to my background in fashion, one of the most polluting industries in the world, and as an advocate for Extinction Rebellion, I created a campaign encouraging Dutch Millennials to demand Dutch prime minister Mark Rutte to become more active  in the fight for climate justice.

For a generation born in a time of austerity and the gradual depletion of social benefits, thinking ahead has become a luxury that many cannot afford.  To stand in solidarity with the less privileged and those potentially facing adverse police experiences when protesting, the #makeyourMark campaign digitalised Extinction Rebellion’s movement of civil disobedience by calling out Dutch prime minister Mark Rutte and swarming his office with AR-leaflets.