In my example, I chose TAM airlines from Brazil. The plan is to create an awareness campaign to make passengers of the airline participate in a carbon offset program. In order to do that, the onboard entertainment program is showing adverts for this campaign in between shows / films / etc.
The videos explain the environmental impact of flying, general information about deforestation and eventually the importance of every person’s contribution to help save the planet.
Rather then asking passengers to simply pay a certain carbon fee per mile or a similar system, we here want to encourage people to plant a tree wherever they can.
The video then explains the process:
The flight attendants are selling this program with the onboard shop. The passenger can calculate, based on their journey, how many trees they’d have to plant. The crew then sells actual tree seeds to them, the seeds being native to the place where they’re going. Rather than taking the seeds home, passengers scan the
QR-Code on the back of the capsule, or take a physical card that contains a one-time code, in order to access the campaigns portal.
On the portal, the customer can then track their seeds and growth of their future trees. It should be possible to see where the trees were planted, maybe name it, see how it is growing, …
The main idea is that people then have a personalized way of seeing how they helped the environment, paired with a great souvenir for the trip they were taking.
Imagine a couple on their honeymoon traveling around the world and planting trees on the way. They are able to then tell where their tree is, and can maybe re-visit that site on their anniversary some day.
Since trees cannot be planted by the airline just anywhere and partners for this campaign would have to be found, there could be different price classes, e.g. buying ‘anonymous’ seeds, that allow you to see where in the rain forest your trees are and how old they are now, or buying ‘individual’ trees that could be in a city and make it possible for people to go and visit.
D&AD | Fur for Animals Campaign Challenge
Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals.
Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference?
Who is it for?
Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations.
The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.
What to Consider
Charities often have to make big impact on small budgets. How can you activate an online audience without high production values and big media spends? Think about audience behavior. What makes content shareable? How can you ‘break the internet’ with your campaign? Give your audience something to take away from the experience, or prompt an action. Will you create content for them to share, or even get them to create content themselves?
The problem is something far removed from your audience’s day-to-day lives. How do you make it relevant?
How will you communicate? Shaming, shocking or educating are all valid techniques, so spend some time researching what effectively prompts behavior change.
I chose to use Snapchat for my campaign. The idea is that people can take pictures of themselves and insert a realistic, 3-D filter effect of different animal furs. The color, texture, etc. can be changed according to what kinds of fur are being sold in the marketplace. As portrayed in my example print seen above, the fur is then covering the person’s face.
People can then share these pictures on social media using first #FurforAnimals and then come up with additional #’s themselves to follow. In this case in my example picture, I followed with #shoppingforfur.