#NowOrNever: Mobile Billboards for Climate Justice

#NowOrNever is a global call to action for governments, institutions, and communities to prioritize environmental justice and Indigenous rights in the face of escalating climate threats. As part of this campaign, Rights and Resources Initiative (RRI) collaborated with partners to spotlight frontline struggles using mobile billboard trucks during major events.

Client

Rights and Resources Initiative

Services

Creative direction and production, graphic design, visual storytelling, OOH

Year

2025

The Ask

RRI came to us with an urgent need: create visually striking, mobile digital assets for an LED billboard truck that would circulate around New York during NYCW '25. These trucks would deliver rapid, high-impact messaging in public spaces, timed to coincide with decision-making events around climate and land rights (UNGA).

The brief called for a flexible set of animated and static graphics, designed to be legible on the move while communicating bold, uncompromising messages tied to climate justice, land rights, and corporate accountability.

The Solution

We designed a 1.5-minute mobile billboard slideshow that blended simplicity with emotional clarity. The final output included:

Side LED content: 20+ animated slides (MP4 format), optimized for horizontal truck screens, using bold typography, high-contrast RGB colors, and background photography
Rear LED content: Matching static slides (JPG format) in square layout, maintaining consistency across all truck-facing displays
A motion rhythm that was legible in motion - something between static design and full video
A visual tone that matched the urgency of the campaign: dark backgrounds, strong contrast, and minimal text for instant comprehension

The Results

The campaign hit the streets at a pivotal moment, just as communities in Kenya, supported by the broader movement, achieved a major legal victory:

The Environment and Land Court in Malindi upheld the 2019 decision revoking the license for the proposed Lamu Coal Plant.

This was a defining win for the #NowOrNever campaign and for RRI’s ongoing support of grassroots partners like deCOALonize. The ruling reaffirmed that public participation, human rights, and environmental protection are non-negotiable, sending a message not just across Kenya, but to the world. The mobile billboards amplified that message in public spaces where it mattered most. They served as powerful visual tools in a campaign that reminded us that: When communities mobilise, they can stop destructive projects.

**"I really think the horae knows how to make movements look as strong as they are."**

Working with the horae was a fantastic experience from start to finish. Their team immediately understood the spirit and urgency behind our campaign for NY Climate Week, and translated that into bold, powerful visuals that brought the #NowOrNever campaign messages to life throughout New York City on our LED billboard truck. The creative process was smooth, collaborative, and deeply thoughtful - they balanced aesthetic clarity with strategic impact, producing dynamic visuals that captured attention without losing the substance of our cause. The result was a campaign activation that not only looked great but also felt right, and as the #NowOrNever campaign recently celebrated the upholding of a 2019 decision of the Lamu Coal Plant license revocation in Kenya, I really think the horae knows how to make movements look as strong as they are.

- Lucas Wasson | Campaigns Specialist | Rights and Resources Initiative