Environmental public service Do The Green Thing, co-founded by Pentagram partner Naresh Ramchandani, has worked with an economist to create the world’s first meaningful calculation of the carbon cost of cocaine. Through combining the carbon costs of the three stages of cocaine production, Do The Green Thing has estimated that one gram of coke causes 107 kilograms of carbon dioxide to be emitted into the atmosphere.
The calculation is explained in a simple film directed by Steven Qua, the co-designer of the new Channel 4 on-screen identity.
Do The Green Thing has translated their findings into Charlie vs. The World, a tongue-in-cheek coke-o-graphic that shows the planetary impact of cocaine use. The microsite features with illustrations by Jochen Schievink and animations by Tom Baker.
Underpinning the calculation is an editorial piece, 'The carbon cost of your cocaine', which outlines the environmental consequences of cocaine and urges readers to remember these when they are next offered a line.
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