“It’s not warming, it’s dying.” That’s the tagline for a new campaign launched this week that aims to spark action on global warming. With an iconic 1″ button at its center, the campaign was created by a designer already well known for his iconic imagry– legendary designer Milton Glaser.
The message of “It’s not warming” is that euphemisms like ‘global warming’ and ‘climate change’ don’t have a sense of urgency attached to them– these terms can come across as benign or even positive. The campaign drives home the idea of a dying planet by utilizing the button’s round shape to convey a once-green planet darkening into blackness. Even more striking, the button also glows in the dark, offering a ghostly image of a dying Earth, even at night.
Glaser described his motivation behind the campaign in a recent interview: “What the Right, the oil companies, and existing power structures have been able to do is constantly raise questions about whether [climate change] is real or not. They create enough noise so the people don’t know what to do.”
Glaser went on to explain that the hope is that the buttons will create a critical mass of supporters who will convince politicians that there is public support for action on global warming/global dying. “If enough people are visible across the world wearing this button, the indication of concern will be enough to change the activities,” he said.
Busy Beaver has partnered with Glaser and New York’s School of Visual Arts to manufacture and distribute the “It’s Not Warming” buttons, which are being sold in packs of five through itsnotwarming.com. As the campaign’s website states, supporters are encouraged to “wear one, give the others to those you love.”
Supporters are invited to spread the word about the campaign on social media and tag photos of themselves wearing the buttons with #itsnotwarming. The campaign’s Twitter account, @itsnotwarming, will act as a hub for information on climate change and also serve as a place where supporters can connect around these issues. Later this summer SVA will run an “It’s not warming, it’s dying” billboard at their 23rd Street location in Manhattan, and has created 100,000 loose buttons that will be distributed at college campuses nationwide through the Association of Independent Colleges of Art and Design (AICAD).
To get involved in the It’s Not Warming campaign, purchase your own 5-pack of buttons at the campaign website.