The climate crisis may well be the most daunting challenge of our time. That's why it feels extra special to develop a massive educational campaign, inspiring 20% of the Swedish population to take climate action and bettering the public understanding of climate challenges. By involving one of Sweden's best actresses, Alexandra Rapaport, and some of the world's leading climate experts, we managed to engage the public for a common cause. As a consequence, the campaign increased the Brand Index for our customer E.ON Sweden with 50%.
Climate change is complex and plentiful, and to gain real effect the content required a longer format than traditional. Our choice of format fell on a web series documentary in four episodes, each covering a strategically important topic.
>> number of millions of impression of the campaign. Of those 20% remember the campaign <<
Our approach was simple. We are of the belief that fear and doomsday-scenarios have a paralyzing effect on people, which is why we wanted to ignite hope and belief for the future. Without sugar-coating the urgency of climate action, we focused on the opportunities and benefits for both individuals and the nation as a whole.
>> of the viewers continued to watch the entire episodes of 8 minutes, despite the option to click away the content <<
The results were outstanding. All media KPI´s were by far met and exceeded and the campaign got national traction in TV and newspapers. To learn more about the strategy and results, don ́t hesitate to reach out.
>> number of millions of views of the youtube campaign <<
>> increased the brand index <<
SANDERS.AGENCY: CREATIVE CONCEPT, TACTICAL STRATEGY, PR, TALENT ACQUISITION, SOCIAL MEDIA STRATEGY, PRODUCTION AND CREATIVE OUTTAKE.