#BeLikeBulk

A Hyper Island Student Project
Role: Graphic Designer | Strategist

Do The Green Thing is a public service for the planet using creativity to tackle climate change.
Research shows that there’s a gender gap in climate action and women outperform men across age group and country. Women litter less, eat less meat, recycle more and are more likely to buy an electric car. There’s a link between social conditioning, patriarchy, toxic masculinity and the rejection green actions.

Challenge: Find a creative way to convince men and boys to be more environmentally friendly.

Insight: We can’t persuade men to change their habits. But we can model environmentally responsible behaviours in a way that redefines what masculinity looks like.

#BeLikeBulk: A street art campaign using images of a recognisably macho character making small changes in daily routine to help to the environment.

Project Team: Johan Eriksson, Lucija Grbic, Mona Hassan, Gosia Pawelska