'Earth's Burnout' re-imagines planet as sick human

An approach which will strike a chord with many of us as we strive to prise ourselves free from the ever-tightening grip of stress, burnout, and anxiety in everyday life. 'Earth's Burnout' by the Global Compact Country Network Brazil (a United Nations initiative) aims to warn about the dire consequences of climate change and encourage companies to adopt sustainable practices, reflecting the way companies are increasingly required to care for their associates' mental wellbeing. According to 2024 data from the Brazilian Ministry of Labour, the number of work leaves due to professional burnout has increased by nearly 1,000% over the past decade. The initiative says it: "aims to raise awareness within the private sector and encourage participation in the Global Compact – Brazil Network, where companies commit to corporate sustainability and the Sustainable Development Goals (SDGs). By signing the 'Earth’s Burnout Certificate', companies formalize their commitment and begin contributing to concrete changes in the fight against global warming". Some may receive this with scepticism, some may write the campaign off as yet another example of fear-mongering, some may see it as a highly effective awareness-builder. What are your thoughts on this Burnout da Terra campaign, which takes a 2024 study by ecologist William Ripple saying that 25 of the planet’s so-called 35 vital signs are at record levels of deterioration, and re-applies this to the Earth as human being.

Keywords: Global Compact Country Network Brazil Earth's Burnout, Burnout da Terra, UN SDGs, climate change Brazil, Earth Day 2025, AlmapBBDO