The Barcelona Metropolitan Area (AMB) has, since 2021, been urgently working on a range of policies aimed at tackling climate change and air pollution, guaranteeing fair access to water for the population and achieving a circular economy.
Climate shelters are one of these measures. They are a new service the AMB has recently introduced in response to the effects of climate change that the population, and especially the most vulnerable, will suffer with rising temperatures and more frequent, more severe heatwaves.
What is a climate shelter?
A climate shelter is an accessible indoor or outdoor space that, during extreme weather episodes, provides thermal comfort, rest and safety for the public. They are not facilities devoted solely to this purpose, as they combine their usual uses and functions with the climate shelter service during episodes of extreme temperatures. There are two types of shelter:
- Outdoor shelters: Located in some parks and green spaces across the metropolitan area, they have natural thermal regulation, as the temperature can be achieved by natural means.
- Indoor shelters: Made up essentially of public facilities spread across the metropolis, they are equipped with cooling so they can guarantee suitable conditions to ease the intense heat. The most common facilities are libraries and civic centres.
What were the campaign’s communication objectives?
- Awareness and education: To make vulnerable groups aware that climate shelters exist.
- Activation: To ensure that, when a heatwave hits, they take the necessary steps to protect their health and make use of these shelters.
What has acrōnim’s work involved?
At acrōnim we developed the entire overall communication concept, the communication focus and the copy for the various pieces required: stairwell posters, leaflets, a radio spot, social media and so on. This is the headline and tagline we settled on for the campaign:
This summer, do what you love in the cool.
Discover the public spaces where you can enjoy comfortable temperatures right next to home.
The communication focus revolves around the concept A LA FRESCA (“in the cool”). The connotations of this expression are positive, conveying the direct benefit of climate shelters: an oasis in the middle of a heatwave.
The aim is to capture the public’s attention through specific activities that take place in climate shelters, activities that may be part of their everyday routine, with the difference that they can do them IN THE COOL.
The concept stems from the general “listlessness” that extreme temperatures bring on when it comes to doing any kind of activity, even the leisure activities we enjoy: the heat stops us enjoying them or simply stops us getting round to them at all.
With this communication line, beyond being able to stay cool and protect yourself from the heat, we highlight the chance to enjoy the different activities on offer in these spaces, depending on the type of shelter and each person’s own tastes. That is why we proposed different variations of the headline, with the aim of making the communication more personal, direct and adaptable:
- Breathe, chat, relax, contemplate… in the cool (for outdoor shelters).
- Read, study, discover, explore, learn, share… in the cool (for indoor shelters).
At acrōnim, we love working on proposals that help improve people’s lives.
We will soon be showing you more of the AMB projects we are working on. Onwards!
