Do The Green Thing

Educational platform

CLIENT

Do The Green Thing is a public service for the planet that uses creativity to tackle climate change. They work with a global community of creatives including David Shringley, Paula Scher and Sir Paul Smith to make films, posters, podcasts and products that have inspired more than 45 million people to live more sustainably.

CHALLENGE (ACCEPTED)

In Do The Green Thing (hereinafter referred to as DTGT) wanted to focus on one key part of their previous research, the gender gap in climate action and imagine creative ways to change that through content. 

OBSERVE. LEARN

We’ve started research in order to further question the hypothesis of the gender gap in climate action and gather insights that could help us in answering why men and boys might not want to make good environmental choices. 

I was focusing on the audience and culture part of the research. The insights gathered were telling us that indeed there is a gender gap in climate action and that in climate terms toxic masculinity is, frankly, toxic.

PLAY. THINK

Strategy statement: Show that making environmentally-friendly choices can be easy and it makes you a cooler person.

FUSE. CHOOSE

Based on our research, the campaign was targeted at young male adults, between the ages of 18 and 23, living in the US.

The campaign had four pillars – street art murals, micro-influencers, Instagram marketing, and DTGT’s website.

The main marketing goal was to drive traffic to the website. The main business goal was to draw the audience that would usually be unlikely to be self-motivated in making environmentally-informed decisions into considering some small, simple ways they could start doing so.

Combining both physical events that would be promoted and carried into the digital sphere by a social media campaign, we could reach the target audience that is not the usual DTGT audience and therefore might not have been reached via their digital network.

Drawing inspiration from popular Marvel Comics, we came up with a fictional character that would serve as a symbol of the campaign.

The tone of voice and language needed to be adapted to the target group. Therefore, we chose to use humour and parody to challenge the beliefs we’ve found in the research phase and educate young men about small steps they can take to do better, be better. 

EXPAND

Furthermore, as we took into consideration that DTGT may not have resources to allocate to a nationwide campaign, we added an alternative, modified, lower-budget, version of this campaign. So, instead of using micro-influencers and paid street artists, DTGT could give existing festivals our Proposal and they could then pass it along to participating local artists as a solidarity Call To Action. The incentive for the artists would still be to be featured on social media and the website. This could be great exposure both for unestablished artists, while driving traffic to DTGT’s educational resources on their website.

My Role

  • Part of developing the Campaign Strategy
  • User Experience
  • Content Creation (Copywriting, Website)
In the content development part, I contributed by creating the Bulk landing page for DTGT’s website – doing UX, crafting parts of the copy, editing, unifying the copy, and structuring, designing and building the landing page. 

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