24 HOURS OF REALITY by M SS NG P ECES Brooklyn for THE CLIMATE REALITY PROJECT

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24 HOURS OF REALITY

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Industry Environmental & Animal Issues
Media Film, Digital, Interactive & Mobile
Market United States
Agency M SS NG P ECES Brooklyn
Producer Dave Saltzman, Adam Drescher, Eli Heitin
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best integrated content campaign Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best integrated content campaign
Advertiser: THE CLIMATE REALITY PROJECT
Product/Service: CLIMATE CHANGE AWARENESS
Agency: M SS NG P ECES Brooklyn, USA
Advertiser THE CLIMATE REALITY PROJECT
Product CLIMATE CHANGE AWARENESS
Entrant M SS NG P ECES Brooklyn, USA
Type of Entry: Branded Entertainment
Category: Best integrated content campaign
Title: 24 HOURS OF REALITY
Advertiser/Client: THE CLIMATE REALITY PROJECT
Product/Service: CLIMATE CHANGE AWARENESS
Entrant Company: M SS NG P ECES Brooklyn, USA
DM/Advertising Agency: M SS NG P ECES Brooklyn, USA
2nd DM/Advertising Agency: FEARLESS REVOLUTION Brooklyn, USA
3rd DM/Advertising Agency: ELECTRIC PULP Sioux Falls, USA

Partner: Aaron Mentele (Electric Pulp)
Partner: Michael Lehmkuhl (Electric Pulp)
Partner: Stefan Hartwig (Electric Pulp)
Project Manager: Wendy Johnson (Electric Pulp)
Founding Insurgent/Chief Marketing Officer/Climate Reality Project: Alex Bogusky (Fearless Revolution)
Founding Insurgent: Rob Schuhan (Fearless Revolution)
Director Of Strategy: Dagny Scott (Glover Park Group)
Editor/Director: Adam McClelland (m ss ng p eces)
Chief Executive Officer/Executive Producer: Ari Kuschnir (m ss ng p eces)
Producer: Dave Saltzman (m ss ng p eces)
Director/Writer: Jeremy Lubman (m ss ng p eces)
Director/Creative Director: Josh Nussbaum (m ss ng p eces)
Partner/Director Of Strategy: Katherine Oppenheim (m ss ng p eces)
Production Manager: Mike Prall (m ss ng p eces)
Producer: Adam Drescher (Ustream)
Producer: Eli Heitin (Ustream)
Co-Producer: Jill Becker (Ustream)
Executive Producer: Jim Downs (Ustream)
Executive Producer: Peter M Green (Ustream)

Describe the campaign/entry
There currently aren't any regulations around Branded Entertainment on the web in the United States. Additionally, because we created our own digital broadcast, we had the freedom to programme the 24-hour event as we desired.



Results


In 2011, millions of people’s lives were upended by the reality of climate change. In the US alone, we experienced a record-breaking $12 billion weather-related disasters in 2011.
The Climate Reality Project set out to change the conversation the media was portraying about the climate crisis, from one of Doubt and Denial, to an acknowledgement of Reality. For the last few years, the scale and scope of the climate crisis has been diminished in the public’s eye by a propaganda campaign funded by Big Oil, Big Coal and their ideological allies. Using the same tactics used in the fight against tobacco regulation, they have seeded Doubt into the media’s coverage of climate change.
Despite an overwhelming scientific consensus that climate change is man-made - they have created the appearance of a debate where there is none, by repeating over and over that the science isn’t settled.
We decided to create our own media event, called 24 Hours of Reality - a global, live-streamed event, broadcast from every time zone. The event connected the dots between extreme weather and climate change, and exposed the tactics being used by Big Oil and Big Coal.
Leading up to the event, we made climate change part of the cultural conversation again with 2 videos declaring that the time for Doubt and Denial was over.
We asked our supporters around the world to donate their social streams to Reality. This allowed us to reach millions during the event by sending hourly messages through their Facebook and Twitter accounts.
Through a combination of live presentations, discussions with experts and packaged content and documentaries, we provoked a conversation around the world about the impact of the climate crisis, and how Big Oil and Big Coal were duping the public.




Describe the creative solution to the brief/objective.



- 2 spots were created to generate buzz leading up to the event. An online press team seeded them with global press and blogs, and they were placed in paid media.
- A ‘Donate Your Social Media’ mechanism was created. People gave us access to push a message every hour to their friends on Facebook and/or Twitter about the event.




Describe the results in as much detail as possible.



After a major press and social media outreach campaign utilising our creative assets, 67,465 people RSVP’d on Facebook to the event. On September 13th, we began broadcasting live from Mexico City, and by the time Al Gore closed the 24th presentation from our studio in New York, 5,896,125 people had tuned in around the world, and spent an astounding average of 58 minutes watching. The stream was accessed over 6.8m times.
Over 300 stories had run online, in print and on TV about the event. #Reality and @ClimateReality were mentioned 57,873 times on twitter. @AlGore was tweeted at 16,436 times. During the event, a new comment was added every 3.25 seconds.
In the end, 24 Hours of Reality racked up 638m global media impressions.
Most importantly, we have seen a lasting impact in the way the media is portraying the climate crisis - not as a debate, but as Reality. Major network and cable news outlets have run serious pieces about the connection between climate change and extreme weather, including NBC, ABC and CNN.