Choose Life
Imagine the possible
The challenge
Recovery offered a choice about the future
In 2020, the pandemic exposed just how vulnerable our societies and systems could be to major global shocks.
As the UK looked towards recovery, the challenge was to build public support for ambitious climate action and put pressure on government to create a healthier, fairer and greener future, guided by the Global Goals.
The idea
Reimagine an iconic message for a new generation
Project Everyone partnered with The Climate Coalition to create Choose Life, a campaign inspired by the iconic opening monologue from Trainspotting.
Voiced by original cast member Kelly Macdonald and directed by Adam Smith, the campaign film transformed ‘Choose Life’ into a hopeful call for climate action, encouraging people to choose greener, cleaner and smarter ways forward.
Alongside the film, a dedicated digital platform connected audiences with campaigns, educational resources and a declaration calling on the UK Government to take meaningful action.
what happened
An iconic piece of culture became a call for climate action
Choose Life launched in October 2020, using film, digital content and the voices of influential supporters to take its message to audiences across the UK.
Organisations including Make My Money Matter, Extinction Rebellion, Global Citizen, Culture Declares Emergency and Nature Trust shared the campaign, while supporters including Lewis Hamilton, Coldplay, Cel Spellman, David Morrissey, Jaime Winstone and Kevin McKidd helped amplify it.
The campaign gave people a simple route from inspiration to action, directing them towards the declaration and practical ways they could support a fairer and greener recovery.
Result
400K
film views across platforms
#1
best-performing organic video on The Climate Coalition’s Instagram
6
high-profile supporters amplified the launch
5+
campaign organisations shared the film
“The aim of the film was to deliver a message of hope and empowerment that collectively we can do something about this issue.”
Adam Smith
Director