A government campaign encouraging tourists to protect the island nation of Palau. Immigration will only issue entry visas to tourists who sign a moving eco-pledge.

Children of Palau,
I take this Pledge,
To preserve and protect your beautiful and unique island home.
I vow to tread lightly, act kindly, and explore mindfully.
I shall not take what is not given.
I shall not harm what does not harm me.
The only footprints I shall leave are those that will wash away.

I recalled a behavioural experiment conducted by Dan Ariely (the author or Predictably Irrational) where he proved the ‘10 Commandments Effect’. People who where asked to remember the 10 Commandments before performing a test where less likely to cheat than those asked to list their 10 favourite books. Simple reminding can affect behaviour greatly.

Winner of a coveted D&AD Black Pencil. Will certainly do well in Cannes too.