Sep 1, 2020-2020
United Kingdom
#Adbrake
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ACTIVISTS/ACT.GROUPS/DESCRIPTION OF THE GROUP
Various graphical artists
TARGET
UK motor industry
WIDELY HELD BELIEF
The glamourization of SUVs is bad for the environment.
CASE NARRATIVE
Issue and Opponent: In comparison to standard sedans, SUVs generally have poorer fuel efficiency and require more resources to manufacture. The artivism group Brandalism made a set of fake ads to protest the motor industry in the UK, particularly the rampant SUV market.
Dilemma Action: The ads depicted the damage that continued SUV promotion could cause to the environment. The higher emissions, as well as the fuel usage of these vehicles, were communicated to viewers.
Outcome: Several “Adblock” groups were spawned across the UK aimed at reducing the number of digital advertising screens. This would reduce the number of SUV car advertisements in the UK. However, no significant decrease within the SUV market was observed.
PRIMARY STRUGGLE/GOAL
NONVIOLENT TACTICS USED
DA TACTICS USED
Banners/posters/displayed communications
Brandalism
CASE NARRATIVE WRITER
SUCCESS METRICS
6 / 12
(EREP) Dilemma action got replicated by other movements
(MC) Media Coverage
(RF) Dilemma action reduced fear and/or apathy among the activists
(SA) Dilemma action appealed to a broad segment of the public
Artivism
Laugtivism
PART OF A LARGER CAMPAIGN
0 / 3
RESOURCES
Project documentation
Dilemma Actions Coding Guidebook
Case study documentation
Dilemma_Actions_Analysis_Dataset
SOURCES
Watson, Imogen. 2020. “Brandalism on subverting ad space in the name of creative civil disobedience,” Retrieved July 23, 2023. (https://www.thedrum.com/news/2020/09/02/brandalism-subverting-ad-space-the-name-creative-civil-disobedience).
Natividad, Angela. 2020. “Brandalism’s New Subvertisements Fire Shots at SUVs: Take that, car culture,” Muse. Retrieved July 23, 2023. (https://musebycl.io/environment/brandalisms-new-subvertisements-fire-shots-suvs).
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