#PledgeForThePlanet

Social Media Marketing to Create Social Change

The Challenge

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 Goals
  • Move people from awareness to action necessary to reverse the dangers facing our planet from overfishing
  • Overcome the overwhelming message of fear that has been told over the last decade
Solution

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
Results

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!

WORK WITH US

want results?

Reach out and let us know how we can help. We’ll let you know how we can make it happen.

#PledgeForThePlanet

Social Media Marketing to Create Social Change

The Challenge

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 Goals
  • Move people from awareness to action necessary to reverse the dangers facing our planet from overfishing
  • Overcome the overwhelming message of fear that has been told over the last decade
Solution

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
Results

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!

want results?

Reach out and let us know how we can help. We’ll let you know how we can make it happen.

 More Case Studies 

Bright Path Strong
Brand Launch & Social Media Growth

S Factor
Digital Event Marketing & Community Activation

Lithia Green Cars
Market Research & 360° Digital Brand Strategy

AVT.bike
Ecommerce Growth &
Optimization

Aikon
Company Launch

YALA Designs
Email Marketing
Program

Graniterock
Data Dashboard
Development

YouCaring
Social Marketing & Sales

Runway Playa
Community Activation

#PledgeForThePlanet
Social Marketing
Campaign

Bud Light Hotel
Premium Content
Experience

Favorite Medium
Social Program
Development

ready to take
your business to

new heights?

Reach out and let us know how we can help. We’ll let you know how we can make it happen.

free goods for

changemakers

Get on the list for our FREE guides, tutorials, webinars, and more.