From grassroots to global action: The role of DIY subvertising in the European citizens’ initiative to #BanFossilAds

Abstract

This article examines the relationship between activism and models of creative resistance, specifically focusing on subvertising as a form of DIY artivism, through a case study of the #BanFossilAds campaign. The campaign supports the European Citizen Initiative for a ban on fossil fuel advertising and sponsorships. The study aims to investigate the operational dynamics of this subvertising campaign. Through a visual sociology perspective, a sample of 69 unique images from the campaign was analyzed. The findings reveal the professionalism of the artworks, the activists’ use of media, and the campaign's circulation through digital platforms. By employing creative and subversive tactics, the campaign challenged prevailing discourses and established new narratives related to climate justice, highlighting the significant impact of subvertising and its potential to promote social values. The study also assesses the effectiveness of the campaign's communication strategy and suggests potential areas for improvement.