Patagonia
Mother Nature Is in Menopause
Art Direction / Copy Writing / Strategic Planning
The Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
The Idea
When we personify pain, we empathize. By framing climate change as symptoms of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.
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Challenge
Traditional education, and even most EdTech, is designed as a straight line. For autistic students, this rigid structure can lead to "executive function friction," where the student loses interest or feels overstimulated because the path doesn't allow for their natural curiosity or "special interests" to lead the way.
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Idea