In order to raise awareness of the rising sea water lever because of global warming MTV Switch confronted its viewers with a floating board in the Amsterdam canals. By using what appeared to be a submerged man with just his hands sticking out of water this campaign used the inverted consequences version of the ``consequences template´´ (Goldenberg, Mazurksy and Solomon, 1999).
The board the man was holding said: Global warming. What’s the fuss about? Find out for yourself www.mtvswitch.org. By providing an image of what could be the future if global warming keeps on being belittled this campaign was trying to attract viewers’ attention and raise their awareness at the same time it directed them towards the webpage.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing science, 18, 333-351.