BRIEF

Engage 18-30 year olds to connect with environmental issues and do something about them.

SOLUTION

For our audience, the prescribed programs designed to fix environmental issues, weren’t working. They were too hard, too heavy, too boring, not rewarding enough, not relevant enough, not urgent enough and not fun enough.

So we created a new type of environmental organisation. One that was cooler, edgier and more engaging. One that spoke their language.

We called this organisation, The Problem – and invited them to participate in an integrated experiential campaign designed to assist them in recognising that they were part of the problem and that it was cool to do something about it.

RESULTS

  • Duration: 6 weeks
  • 1,371 participants
  • 3,789 Instagram followers
  • 521 missions completed
  • 2,750 YouTube views
  • 26 positive change campaigns created
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