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绿色和平组织 “响坦”
案例简介：为什么这项工作与直接相关？ 这项运动需要以英国绿色和平组织前所未有的规模和速度做出回应。一个多部分的直接响应运动，以建立公众舆论和对棕榈油的理解，特别是在以前没有参与环境问题的团体中，这一点得到了良好支持的请愿书的证明，提供了未来支持者的联系数据库。请愿书对大公司施加了压力，要求其更换肮脏的棕榈油。从一开始，棕榈油运动就是为了引起回应。但是首先，我们必须提高对这个问题的认识，就像塑料破坏我们的海洋一样突出。 背景 在2018年1月，棕榈油并不为英国人所熟知，更不用说它对脆弱的雨林环境产生的影响了-原始雨林的足球场每25秒被摧毁一次。尽管棕榈油存在于所有包装商品的约50% 中，但折衷的选择范围从巧克力到洗发水。我们的目标是改变这种情况，改变对棕榈油的态度，改变公司行为: 首先通过提高英国公众对棕榈油的认识 (来自65.6% 的基地) 然后让200k支持者签署我们反对脏棕榈油的请愿书，并注册为我们竞选的支持者 最后，利用这种对棕榈油的态度，鼓励生产，供应或使用棕榈油的公司消除其供应链中的森林砍伐 描述创意 (投票30%) 我们转向最古老的交流方法-我们讲了一个故事，简化了复杂性，并用与我们人类相关的树栖哺乳动物来表示它。我们的故事讲述了一只小猩猩，由于她的雨林房屋被毁，被困在人类孩子的卧室里。她讲述了雨林中正在发生的事情的一个可访问的版本。动画，使我们能够传达比现场行动所允许的更广泛的信息。Rang-tan是雨林的长期发言人，并且可以在不同媒体上多次重新利用该物业。就像最令人难忘的故事，童谣一样，Rang-tan被写成押韵，在我们的多代观众中建立了其内容的粘性。 描述策略 (投票20%) 我们没有采取严格的方法。我们不断调整我们的策略，以扩大受众群体和做出的回应。唯一的设定要素是采取情感故事路线，而不是休克策略，以帮助扩大受众范围。我们的故事是利用最低限度的付费媒体 (电影、Facebook和YouTube) 、绿色和平组织著名支持者的支持、冰岛的额外发行 (发挥影响者的作用，接触到比绿色和平组织更广泛的日常受众) 、编辑媒体参与，在我们设法为该故事在网上传播的临界质量之前-明确的CTA导致绿色和平组织的正式请愿书聚集了最初的1.2万名支持者。由观众发起的请愿书中又有100万个签名，以支持Rang-tan。我们的策略反复为社交和编辑媒体放大了这个故事的不同方面，以使棕榈油保持在公众意识中。 描述执行 (投票20%) 我们的竞选活动是多部分的。首次在8月、在线和电影院推出。它由一系列著名的绿色和平组织支持者传播-从利亚姆·佩恩 (Liam Payne) (3250万追随者) 到斯蒂芬·弗莱 (Stephen Fry) (1270万追随者)。在11月，我们招募了一种新型的影响者，即冰岛超市，他们正处于从自有品牌产品中去除棕榈油的最后阶段。冰岛的影响力很大，尤其是传统上不是环保运动家的日常观众。他们同意将绿色和平组织的电影用作圣诞节电视广告，这是零售商必胜的时间。过时的规则阻碍了这一点，我们实施了一种赚钱的社交媒体方法来制作冰岛的电影。一个快速的媒体参与计划，以及环保倡导者有机地传播信息。《号召性行动》有目的地融入了我们的故事，此外，在绿色和平组织的版本中，它在最后一帧中被重复了。 列出结果 (投票30%) 覆盖范围和意识 80m + 电影视图 267m + 社交，8200万参与 800 + 编辑报道 = 达到42亿 英国意识到什么是棕榈油上升7%，73.5% 或额外的4.6万人 回应人 1.2m + 支持绿色和平请愿书，84,000转为定期捐助者 1,000 + 学校联系绿色和平组织获取教材 (c. 250k学童) 棕榈油Google搜索了10,000%，Twitter提到了61,900% 1m签署了一份由观众发起的请愿书，以在电视上播放Rang-tan 响应公司 Ocado推出了无棕榈油过道，28% 搜索 “无棕榈油” 总部位于马来西亚的非政府组织RSPO投票通过纳入 “禁止砍伐” 国际o它的原则 世界上最大的棕榈油贸易商，世界供应40% 的威尔玛国际 (Wilmar International) 承诺在详细的行动计划中消除其供应链中的森林砍伐，并指出绿色和平组织的竞选活动是该决定的一个因素
绿色和平组织 “响坦”
案例简介：Why is this work relevant for Direct? This campaign required a response on a scale and speed not seen before by Greenpeace UK. A multi-part direct response campaign, to build public opinion and understanding of palm oil, especially in groups not previously engaged with environmental issues, which was evidenced by a well-supported petition, providing a contact database of future supporters. The petition applied pressure on large corporations to change ditch dirty palm oil. From the outset, the palm oil campaign was designed to elicit responses. But first we had to raise awareness of the issue, to the same prominence as plastic damaging our oceans. Background In January 2018 palm oil wasn’t well-known by the UK population, let alone the impact producing it has on delicate rainforest environments - a football pitch of virgin rainforest is destroyed every 25 seconds. This is despite palm oil being present in around 50% of all packaged goods, an eclectic selection ranging from chocolate to shampoo. Our aim was to change this situation, change attitudes towards palm oil and change corporate behaviour: firstly by raising awareness of palm oil in the UK public (from a base of 65.6%) then getting 200k supporters to sign our petition against dirty palm oil and register as supporters of our campaign finally using that display of attitudes towards palm oil, encouraging corporations that produce, supply or use palm oil to eliminate deforestation in palm oil their supply chains Describe the creative idea (30% of vote) We turned to the oldest method of communication - we told a story, simplifying the complexity and representing it with an arboreal mammal that is relatable to us humans. Our story featured a baby orangutan, stranded in a human child’s bedroom as her rainforest home has been destroyed. She tells an accessible version of what is happening in the rainforest. Animated, allowing us to convey a much broader range of information than live action would allow. Rang-tan is a long term spokesperson for the rainforest, and a property that could be repurposed multiple times across different media. Like the most memorable stories, nursery rhymes, Rang-tan was written to be rhyming, building the sticky nature of its content with our multi-generational audience. Describe the strategy (20% of vote) We didn’t set out with rigid approach. We continually adapt our strategy to broaden the audience and the response achieved. The only set element was taking the emotional story route, not shock tactics, to help broaden the audience. Our story was spread using a combination of minimal paid media (cinema, Facebook and YouTube), support from Greenpeace’s famous supporters, additional distribution by Iceland (fulfilling the role of an influencer and reaching a much broader audience of everyday folk than Greenpeace could alone), editorial media engagement, before we managed to create critical mass for the story to go viral online - the clear CTA resulted in the official Greenpeace petition gathering an initial 1.2m opted-in supporters. An audience-initiated petition another 1m signatures in support of Rang-tan. Our strategy repeatedly amplified the different facets of this story for social and editorial media to keep palm oil in the public consciousness. Describe the execution (20% of vote) Our campaign was multi-part. First launching in August, online and in cinemas. It was spread by a range of well-known Greenpeace supporters - from Liam Payne (32.5m followers) to Stephen Fry (12.7m followers). In November we enlisted a new type of influencer, Iceland the supermarket, who were in the final phase of removing palm oil from own branded products. Iceland has a huge reach, especially everyday audiences who aren’t traditionally environmental campaigners. They agreed to use Greenpeace’s film as their Christmas TV ad, must-win time for retailers. Outdated rules stood in the way of this, we implemented an earned and social media approach to get Iceland’s film out. A rapid media engagement programme, alongside environmental advocates spreading the message organically. The call to action was purposefully integrated into our story, plus in the Greenpeace version it was repeated in the end frame. List the results (30% of vote) REACH & AWARENESS 80m+ views of film 267m+ on social, 82m engagements 800+ pieces of editorial coverage = reach 4.2 billion UK awareness of what is palm oil up 7%, to 73.5% or an extra 4.6m people RESPONSE PEOPLE 1.2m+ support Greenpeace petition, 84,000 converted to regular donors 1,000+ schools contacted Greenpeace for teaching materials (c. 250k school children) Palm oil Google searches up 10,000%, Twitter mentions up 61,900% 1m+ signed an audience-initiated petition to get Rang-tan on TV RESPONSE CORPORATE Ocado introduced a palm oil-free aisle, searches for “palm oil-free” up 28% Malaysia-based NGO the RSPO voted to incorporate 'no deforestation' into its principles The world's largest palm oil trader, Wilmar International, 40% of the world's supply, promised to eliminate deforestation from its supply chain in a detailed action plan, citing Greenpeace’s campaign as a factor in that decision
Greenpeace 'Rang-tan'
案例简介：为什么这项工作与直接相关？ 这项运动需要以英国绿色和平组织前所未有的规模和速度做出回应。一个多部分的直接响应运动，以建立公众舆论和对棕榈油的理解，特别是在以前没有参与环境问题的团体中，这一点得到了良好支持的请愿书的证明，提供了未来支持者的联系数据库。请愿书对大公司施加了压力，要求其更换肮脏的棕榈油。从一开始，棕榈油运动就是为了引起回应。但是首先，我们必须提高对这个问题的认识，就像塑料破坏我们的海洋一样突出。 背景 在2018年1月，棕榈油并不为英国人所熟知，更不用说它对脆弱的雨林环境产生的影响了-原始雨林的足球场每25秒被摧毁一次。尽管棕榈油存在于所有包装商品的约50% 中，但折衷的选择范围从巧克力到洗发水。我们的目标是改变这种情况，改变对棕榈油的态度，改变公司行为: 首先通过提高英国公众对棕榈油的认识 (来自65.6% 的基地) 然后让200k支持者签署我们反对脏棕榈油的请愿书，并注册为我们竞选的支持者 最后，利用这种对棕榈油的态度，鼓励生产，供应或使用棕榈油的公司消除其供应链中的森林砍伐 描述创意 (投票30%) 我们转向最古老的交流方法-我们讲了一个故事，简化了复杂性，并用与我们人类相关的树栖哺乳动物来表示它。我们的故事讲述了一只小猩猩，由于她的雨林房屋被毁，被困在人类孩子的卧室里。她讲述了雨林中正在发生的事情的一个可访问的版本。动画，使我们能够传达比现场行动所允许的更广泛的信息。Rang-tan是雨林的长期发言人，并且可以在不同媒体上多次重新利用该物业。就像最令人难忘的故事，童谣一样，Rang-tan被写成押韵，在我们的多代观众中建立了其内容的粘性。 描述策略 (投票20%) 我们没有采取严格的方法。我们不断调整我们的策略，以扩大受众群体和做出的回应。唯一的设定要素是采取情感故事路线，而不是休克策略，以帮助扩大受众范围。我们的故事是利用最低限度的付费媒体 (电影、Facebook和YouTube) 、绿色和平组织著名支持者的支持、冰岛的额外发行 (发挥影响者的作用，接触到比绿色和平组织更广泛的日常受众) 、编辑媒体参与，在我们设法为该故事在网上传播的临界质量之前-明确的CTA导致绿色和平组织的正式请愿书聚集了最初的1.2万名支持者。由观众发起的请愿书中又有100万个签名，以支持Rang-tan。我们的策略反复为社交和编辑媒体放大了这个故事的不同方面，以使棕榈油保持在公众意识中。 描述执行 (投票20%) 我们的竞选活动是多部分的。首次在8月、在线和电影院推出。它由一系列著名的绿色和平组织支持者传播-从利亚姆·佩恩 (Liam Payne) (3250万追随者) 到斯蒂芬·弗莱 (Stephen Fry) (1270万追随者)。在11月，我们招募了一种新型的影响者，即冰岛超市，他们正处于从自有品牌产品中去除棕榈油的最后阶段。冰岛的影响力很大，尤其是传统上不是环保运动家的日常观众。他们同意将绿色和平组织的电影用作圣诞节电视广告，这是零售商必胜的时间。过时的规则阻碍了这一点，我们实施了一种赚钱的社交媒体方法来制作冰岛的电影。一个快速的媒体参与计划，以及环保倡导者有机地传播信息。《号召性行动》有目的地融入了我们的故事，此外，在绿色和平组织的版本中，它在最后一帧中被重复了。 列出结果 (投票30%) 覆盖范围和意识 80m + 电影视图 267m + 社交，8200万参与 800 + 编辑报道 = 达到42亿 英国意识到什么是棕榈油上升7%，73.5% 或额外的4.6万人 回应人 1.2m + 支持绿色和平请愿书，84,000转为定期捐助者 1,000 + 学校联系绿色和平组织获取教材 (c. 250k学童) 棕榈油Google搜索了10,000%，Twitter提到了61,900% 1m签署了一份由观众发起的请愿书，以在电视上播放Rang-tan 响应公司 Ocado推出了无棕榈油过道，28% 搜索 “无棕榈油” 总部位于马来西亚的非政府组织RSPO投票通过纳入 “禁止砍伐” 国际o它的原则 世界上最大的棕榈油贸易商，世界供应40% 的威尔玛国际 (Wilmar International) 承诺在详细的行动计划中消除其供应链中的森林砍伐，并指出绿色和平组织的竞选活动是该决定的一个因素
Greenpeace 'Rang-tan'
案例简介：Why is this work relevant for Direct? This campaign required a response on a scale and speed not seen before by Greenpeace UK. A multi-part direct response campaign, to build public opinion and understanding of palm oil, especially in groups not previously engaged with environmental issues, which was evidenced by a well-supported petition, providing a contact database of future supporters. The petition applied pressure on large corporations to change ditch dirty palm oil. From the outset, the palm oil campaign was designed to elicit responses. But first we had to raise awareness of the issue, to the same prominence as plastic damaging our oceans. Background In January 2018 palm oil wasn’t well-known by the UK population, let alone the impact producing it has on delicate rainforest environments - a football pitch of virgin rainforest is destroyed every 25 seconds. This is despite palm oil being present in around 50% of all packaged goods, an eclectic selection ranging from chocolate to shampoo. Our aim was to change this situation, change attitudes towards palm oil and change corporate behaviour: firstly by raising awareness of palm oil in the UK public (from a base of 65.6%) then getting 200k supporters to sign our petition against dirty palm oil and register as supporters of our campaign finally using that display of attitudes towards palm oil, encouraging corporations that produce, supply or use palm oil to eliminate deforestation in palm oil their supply chains Describe the creative idea (30% of vote) We turned to the oldest method of communication - we told a story, simplifying the complexity and representing it with an arboreal mammal that is relatable to us humans. Our story featured a baby orangutan, stranded in a human child’s bedroom as her rainforest home has been destroyed. She tells an accessible version of what is happening in the rainforest. Animated, allowing us to convey a much broader range of information than live action would allow. Rang-tan is a long term spokesperson for the rainforest, and a property that could be repurposed multiple times across different media. Like the most memorable stories, nursery rhymes, Rang-tan was written to be rhyming, building the sticky nature of its content with our multi-generational audience. Describe the strategy (20% of vote) We didn’t set out with rigid approach. We continually adapt our strategy to broaden the audience and the response achieved. The only set element was taking the emotional story route, not shock tactics, to help broaden the audience. Our story was spread using a combination of minimal paid media (cinema, Facebook and YouTube), support from Greenpeace’s famous supporters, additional distribution by Iceland (fulfilling the role of an influencer and reaching a much broader audience of everyday folk than Greenpeace could alone), editorial media engagement, before we managed to create critical mass for the story to go viral online - the clear CTA resulted in the official Greenpeace petition gathering an initial 1.2m opted-in supporters. An audience-initiated petition another 1m signatures in support of Rang-tan. Our strategy repeatedly amplified the different facets of this story for social and editorial media to keep palm oil in the public consciousness. Describe the execution (20% of vote) Our campaign was multi-part. First launching in August, online and in cinemas. It was spread by a range of well-known Greenpeace supporters - from Liam Payne (32.5m followers) to Stephen Fry (12.7m followers). In November we enlisted a new type of influencer, Iceland the supermarket, who were in the final phase of removing palm oil from own branded products. Iceland has a huge reach, especially everyday audiences who aren’t traditionally environmental campaigners. They agreed to use Greenpeace’s film as their Christmas TV ad, must-win time for retailers. Outdated rules stood in the way of this, we implemented an earned and social media approach to get Iceland’s film out. A rapid media engagement programme, alongside environmental advocates spreading the message organically. The call to action was purposefully integrated into our story, plus in the Greenpeace version it was repeated in the end frame. List the results (30% of vote) REACH & AWARENESS 80m+ views of film 267m+ on social, 82m engagements 800+ pieces of editorial coverage = reach 4.2 billion UK awareness of what is palm oil up 7%, to 73.5% or an extra 4.6m people RESPONSE PEOPLE 1.2m+ support Greenpeace petition, 84,000 converted to regular donors 1,000+ schools contacted Greenpeace for teaching materials (c. 250k school children) Palm oil Google searches up 10,000%, Twitter mentions up 61,900% 1m+ signed an audience-initiated petition to get Rang-tan on TV RESPONSE CORPORATE Ocado introduced a palm oil-free aisle, searches for “palm oil-free” up 28% Malaysia-based NGO the RSPO voted to incorporate 'no deforestation' into its principles The world's largest palm oil trader, Wilmar International, 40% of the world's supply, promised to eliminate deforestation from its supply chain in a detailed action plan, citing Greenpeace’s campaign as a factor in that decision
绿色和平组织 “响坦”
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Greenpeace 'Rang-tan'
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