A growing body of evidence shows positive motivation is more effective than negative motivation. We needed to help Global Footprint create a concept and execute on a plan to help reframe the way people relate to climate change, so they can see it as a problem with positive, actionable steps for reversal, rather than an insurmountable, inevitable future of doom.
The first step was a collaborative strategy workshop to define the campaign objective and target audience: people worldwide with interests in environment, sustainability, energy, consciousness, biodiversity, nature, outdoors, future generations, stewardship and social justice.
Once we identified our target market, we used our in-house tool, the emotigraphic™ profile process, to determine key messages to create actions and solutions. The concept that rose to the top was a “Pledge for the Planet” campaign that gave each audience type a single action they could take (and share!) to create and inspire change.
The pledges included:
- “Lower your household energy consumption” and share a selfie
- “Host a vegetarian dinner party,” tweeted about by environmental advocate, entrepreneur and business icon Sir Richard Branson
Thousands of participants made pledges and the campaign attracted social media support from a new cast of supporters, including:
- Chelsea Clinton
- The UPS Foundation
- Chief Sustainability Officer of Tiffany & Co.
The hashtag #PledgeforthePlanet has caught on and is still used regularly on Instagram and Twitter. Check out some of our #pledgefortheplanet photo winners from around the world!