This story is part of a weeklong series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and read all of Adweek’s coverage on how sustainability and marketing intersect.

Ahead of this week’s United Nations Climate Action Summit in New York, Potential Energy Coalition worked with creative agency Joan and production company m ss ng p eces, to create the “Save Florida Man” initiative to encourage people to take action.

The campaign aims to localize the conversation about climate change, focusing on the direct impacts of climate change in Florida and how the rising sea levels in the next decade can put 1.3 million homes at risk of flooding.

Potential Energy Coalition launched the campaign on social media platforms through videos, GIFs and downloadable online posters.

The PSA, which takes a lighthearted approach to a series topic, features a native Florida man, Robby Stratton, who once went viral due to bringing along a live alligator on his beer run. He urges viewers to join the climate strike, in order to save the “Florida Man” from extinction.

The co-founder and chief creative officer of Joan, Jaime Robinson, explained how using a narrative that goes against the traditional angle of climate change is an effective way to inspire action. “The classic images of climate change are of icebergs melting and emaciated polar bears. The reality is the problem is hitting way, way closer to home. If you want to save something, save Florida—and its majestic, crazy-ass native species, the Florida Man.”

Recently, several brands and nonprofits have featured climate change and sustainability at the hearts of their campaigns like Mercado Libre, which created an epic search to find a habitable planet, and a Canadian nonprofit that apologized on behalf of the country for not doing enough to cut carbon emissions.