Mukul Madhav Foundation

Stop this book from publishing

Agency: Schbang


As children, the stories and fairy tales we read and watched were filled with lush green forests, deep blue oceans, majestic glaciers - sights of nature that echoed the world outside.
Today, that world outside has changed.
And at the rate climate change is progressing, the world we have known, is going to look very different 30 years from now. But that is the world our future generations will see and live in, if we don’t take action now.
It is that world they’ll read about and see in their stories.

This year’s theme for World Environment Day was ‘Only one earth’
So we visualised what our one planet would look like,​​​​ through popular children’s fairy tales and stories, in their edition for the year 2050.
We recreated iconic scenes from The Jungle Book, The Little Mermaid, and Frozen and reimagined them as tales from the future, with a dystopian twist in the visuals and the titles, complete with the extremely recognisable typography for each story.

Executed for the NGO, Mukul Madhav Foundation, the creatives urged audiences to collectively stop these books from becoming the reality for the children of 2050, by prioritising climate action.

This professional campaign titled 'Stop this book from publishing' was published in India in June, 2022. It was created for the brand: Mukul Madhav Foundation, by ad agency: Schbang. This Digital medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 1 year ago by Creative Head: Riya of Schbang For Good.


Sr. Group Impact Manager: Varsha Rohani
Sr. Creative Strategist: Ashmita Ghosh
Brand Impact Strategist: Anindita Kar
Design: Bijoyeeta Taye


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