Australian Ethical wanted to back their marketing efforts with facts that would encourage people to choose an ethical fund to reduce their carbon footprint to limit global warming to below 2 degrees Celsius. Not only did we need numbers journalists could rely on for a good story, we needed to make sense of the raw data so the average super customer could see the light too.

The research combined datasets across nearly 500 potential lifestyle changes and dozens of perception data points to create an elaborate "calculator" and supporting analysis. This bespoke report, created in collaboration with University of Technology Sydney, combined datasets across nearly 500 potential lifestyle changes and dozens of perception data points to create an elaborate "calculator" and supporting analysis.

The numbers spoke for themselves: switching $50,000 of super to an ethical or low-carbon fund was the third most effective form of climate action, behind installing solar panels and switching to a renewable energy plan. Armed with a top-10 that would guarantee chatter among even the mildest climate supporters, we took the numbers to the people by creating an engaging and easy-to-consumer report that meant anyone could get the facts and share them with friends, family and followers.

While journalists were treated to a press conference, we still needed to communicate directly to the average super customer. So we created a social campaign full of absurd comparisons and startling truths to highlight the true carbon cost of everyday activities. From keeping pet rocks instead of real pets, to riding dolphins to work in the name of the environment, we showed that the easiest way to reduce your carbon footprint was actually to switch your super to an ethical fund.