Grist just passed along the first of three advertisements that are part of Sierra’s Campuses Beyond Coal campaign. The theme, apparently, is that coal is dirty even by the standards of slovenly college students.
I’m hard pressed to see much of anything positive here. Visually and vocally, the “coal is dirty” message is presented in a juvenile and condescending way. It offers little that would motivate viewers to go the link at the end. And it is so obviously staged–it lacks all of the creativity, energy, and authenticity that is driving climate activism on campuses.
I suspect there are many college students who make something far more compelling than this. Sierra’s campaign otherwise seems smart–what happened here?