Communication about environmental sustainability often utilises guilt and fear of our future to incite action. You’ve no doubt seen, heard or read about the dystopian world ahead of us. The world on fire and complete societal collapse. While this approach might work in-the-moment, it is ineffective in the long-term.

Rather than show people what they stand to lose, Deakin wanted to instill people with hope for the future by sharing their belief that sustainability is something worth fighting for.