Do it Better Than Jimmy

Our “Do It Better Than Jimmy” campaign masterfully turned Madrid’s Metro corridors into catalysts for climate consciousness, proving that impactful change doesn’t require massive budgets—just the right mix of creativity, collaboration, and technology.

With just £10k, the campaign engaged over 24 million Metro users through 381 signage placements, reaching 51% of Madrid’s transit population. Leveraging unsold advertising space, the initiative invited commuters to scan QR codes, unlocking personalized carbon footprint insights and actionable climate education during their daily commute. The fictional character “Jimmy,” embodying the worst climate habits, served as a humorous, relatable foil that encouraged users to reflect on their own behaviors—and do better. The results were staggering: 64,352 scans, a 70% conversion rate, and 45,798 people empowered with knowledge about their emissions. Beyond awareness, the campaign spurred tangible action—6,439 individuals participated in a reforestation initiative, planting 266 trees and shrubs in Madrid’s driest areas, closing the loop from education to environmental impact. This equated to 2,766 hours of climate education, reinforcing the Metro’s role as a sustainable transport choice. This campaign not only demonstrated exceptional cost-effectiveness at just £0.21 per engaged citizen but also set a blueprint for how media owners can drive societal change. Its innovative approach garnered international media attention, proving that with strategic insight and creative storytelling, even small budgets can achieve monumental, lasting impact.