Belong
Carbon Thumbprint

The
opportunity

If you could directly see the carbon your online activities created, and in that moment were given an opportunity to switch to a carbon neutral alternative, would you consider switching Internet & Mobile provider?

Over 95,000 Australians did.

The
idea

We created the Carbon Thumbprint; a measurement of the carbon emissions created by an individual’s mobile and internet data usage.

Then we made every Australian calculate their Carbon Thumbprint.

The
execution

Using people’s own mobile devices, we directly showed the carbon emissions created by their online activities.

An AR app calculated their yearly carbon emissions then visualised their Carbon Thumbprint as a carbon block floating above them. Online, pre-rolls showed the carbon thumbprint of online streaming, audio adverts weighed podcasts and Spotify and banners weighed the webpages they were placed on.

This not only created a compelling case for people to switch to Belong’s carbon neutral network but also gave them the means to do so. By clicking and switching.