This Viral Campaign Could Be the New Ice Bucket Challenge
Categories: Pop Culture

This Viral Campaign Could Be the New Ice Bucket Challenge

The viral ALS Ice Bucket Challenge totally took over the Internet last year, when people + celebs recorded themselves dumping buckets of ice water on their heads to raise awareness and money for the degenerative, deadly disease ($115 million to be exact). We’re sure you remember these videos — each time you visited Facebook, one of the 17 million #IceBucketChallenge clips was likely in your feed. While the Ice Bucket Challenge is still fresh in our minds, a new feel-good viral campaign recently started popping up — this time, on Instagram — and it could become the new Ice Bucket Challenge before we know it.

The #ClimateCatwalk is a digital campaign focused on bringing awareness and support to environmental issues. Participants are filmed walking from left to right, so that the final videos will look like a line of people all walking toward a better future (and a more sustainable one). Tagged with #COP21 Paris Climate Action Now! #ClimateCatwalk #ClimateMarch, plus the handles of three friends to spread the word and encourage others to join the movement, the videos are starting to pick up steam — fashion designer Mara Hoffman and Victoria’s Secret model Josephine Skriver have posted their #ClimateCatwalk videos already, and we can’t wait to see who else is on board.

This campaign was launched by Amber and Giovanni Testino, the husband-and-wife duo behind the creative agency Art Partner, to take the place of the climate rally originally planned as a part of the United Nations Climate Change Conference that kicks off in Paris today (that rally was canceled due to the recent terrorist attacks). Obviously, the concept for the campaign mirrors that of the ALS Ice Bucket Challenge in that virality and engagement are key to getting the message out there, so get your #ClimateCatwalk on if it’s something you’re passionate about.

Are you going to post a #ClimateCatwalk video? Share your thoughts in the comments below.

(h/t WWD; featured photo via @josephineskriver; videos via @josephineskriver + @marahoffman)