Carbon Thumbprint

Belong is Australia’s first carbon neutral broadband and mobile provider. However, most Australians aren’t aware that their data usage has an environmental impact. Deloitte Digital Australia created the Carbon Thumbprint: a measurement of an individual’s CO2 emissions based on their mobile data use. But without context environmental stats lack impact, so the agency brought the data to life through an AR and digital campaign. An AR experience calculated and visualised the amount, whilst a digital campaign weighed all online activities in carbon. Over 95,000 Australians switched, offsetting 135,000 tonnes of CO2.