The European Commission's Directorate For The Environment Promo, Case study WE'RE IN THIS TOGETHER by Ogilvy & Mather Sofia

WE'RE IN THIS TOGETHER

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Industry Environmental & Animal Issues, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Bulgaria
Agency Ogilvy & Mather Sofia
Creative Director Babak Hosseiny
Art Director Laen Sanches, Philip Schiebold
Copywriter Serge Audino, Boyd Coyner, Natacha Ciezkowski
Client Service Director Laure Van Hauwaert
Strategic Planner Kristel Vanderlinden
Released November 2011

Credits & Description

Category: Public Sector
Advertiser: THE EUROPEAN COMMISSION’S DIRECTORATE FOR THE ENVIRONMENT
Product/Service: BIODIVERSITY AWARENESS
Creative Director: Babak Hosseiny (Ogilvy Group)
Strategic Planner: Kristel Vanderlinden (Ogilvy Group)
Client Service Director: Laure Van Hauwaert (Ogilvy Group)
Art Director: Philip Schiebold (Ogilvy Group)
Art Director: Laen Sanches
Account Manager PR and Digital Influence: Tomas Sweertvaegher (Ogilvy Group)
Web Development: Vincent Jadot (Media Factory)
Street Art: Jim Bowes (Green Graffiti)
Digital Director: Pascal Van Laere (Ogilvy Group)
Copywriter: Boyd Coyner
Copywriter: Serge Audino (Ogilvy Group)
Copywriter: Natacha Ciezkowski
Graphic Design: Vincent Joassin (Ogilvy Group)
Media placement: PR - Press Releases And Bloggers Outreach - 31 March 2010

Summary of the Campaign
With the pan-European awareness raising campaign "Biodiversity – We Are All in this Together," we wanted to convince young urban people and families the rather unfamiliar concept of biodiversity loss is a problem relevant to them, and actively engage them in biodiversity conservation. By demonstrating interconnectivity between humans, animals and plants, we helped Europeans see nature as part of their future. By slightly shocking them through integrated communications, we wanted them to understand that life as we know it is threatened as biodiversity disappears. In a second phase we made them aware of the role they can play in preventing the loss of biodiversity. In combining an online experience (via a website, a Facebook application, a viral film, online advertisements …) with public participation events, bloggers’ outreach and live street art (green graffiti technique to design a crime scene in 6 different cities), outdoor advertisements and print media we reached millions of Europeans. More than 3 million people visited the website, the Facebook application or saw the viral movie. Over 110 journalists participated in the press conferences, generating 271 press clippings (print, TV and radio) in 18 countries. The client, EU Environment Commissioner Janez Potočnik, judged the campaign a huge success.

The Situation
In 2010, the International Year of Biodiversity, as part of its Biodiversity action plan, the European Commission sought to raise awareness of biodiversity, its importance and its protection, while generating engagement among EU citizens.
Communication challenge: Biodiversity (the variety of all forms of life, from genes to species) is a tough issue for communicators, not least because the concept itself is rather unfamiliar and people don’t think that individual action matters compared to the scale of the issue. Also, the Commission had a limited budget: total spent around €5 million for the EU-27 countries.

The Goal
Research:
We conducted desk and field research (focus groups with target audiences in 6 countries to test several campaign concepts).
Insight: Europeans had lost their connection with nature. They have a positive but idyllic and nostalgic vision of nature, but it is not part of their daily life concerns.

Objectives:
• Raise awareness of issues related to biodiversity loss; and convince Europeans this is a problem that is relevant to them;
• Actively engage European citizens in biodiversity conservation;
• Generate support for European policy making efforts in the area of biodiversity conservation.

Audiences:
'Young urban people' (20-35) and 'families' (broadly)

The Strategy
Make European citizens see nature as part of their future – not of a nostalgic past. Connect people and biodiversity in a meaningful and practical way by visually and verbally demonstrating the interconnectivity between humans, animals and plants.
Two campaign phases:
• The first phase was a wake-up call and was designed to be slightly shocking. We needed people to understand that life as we know it is threatened as biodiversity disappears.
• The second phase aimed to make citizens more aware of the role they can play in slowing down and preventing the loss of Biodiversity.

Execution
In the first (more shocking) phase we created an online experience (via a website, a Facebook application, a viral film, online advertisements …) to reach our target audience across Europe. We combined this with PR events, bloggers’ outreach and live street art (green graffiti technique to design a crime scene were designed in Amsterdam, Milan, Sofia, Bucharest, Warsaw and Madrid), outdoor advertisements and print media.

During the second (more educational) phase, we used practical tips and events proposing 'hands on' activities to make citizens more aware of the role they can play in preventing the loss of Biodiversity.

Documented Results
Our contract for the campaign development ended on June 30, 2010. In just four months after its launch, we had achieved the following results: The website registered more than 2.2 million hits. Some 70,000 people from more than 130 countries (including all European Union member states) have affirmed their support on the biodiversity Facebook page. 17,586 people also 'biodiversified' their profile picture or made a new picture using the application. Another 18,000 people are fans of the application or one or more fan pages. More than 110 journalists participated in the press conferences, generating 271 press clippings (print, TV and radio) in 18 countries and in Pan-European Media. More than 1,500,000 people clicked on, and shared, the viral video. The 'click-through' rate to the website was higher than expected. Given the relatively small implementation budget this campaign is judged by DG Environment to be a huge success.