How do you get so-called ‘quiet Australians’ to take action in systemic change? Today was approached by the Australian Conservation Foundation to create a new brand and campaign to engage people in climate activism.
We received this brief at the start of another heatwave; another four days of extreme fire conditions across nearly every state in Australia. This setting made the need for a swift response feel all the more urgent. But more important than a swift response is the right one. That’s why we proposed a human-centred design approach to tackle this challenge.
We take a different approach to campaign development at Today. We’re not a conventional advertising agency; we use human-centred design to work closely with the people we are looking to influence, support or serve.
By approaching the brief with a human-centred design mindset, we built empathy with real, diverse people—from farmers to veterans to healthcare workers to investment bankers—to understand their motivations, fears and desires.
There is no shortage of information about climate change out there for our so-called Quiet Australians. For the ‘cautious’ audience segment, the idea that climate change might be linked to extreme weather is a given. No campaign will do as good a job of raising the awareness of that idea as the fires themselves have.
In order to shift their thinking, and their engagement, we need to offer them a new way of thinking about the challenge. Many things have been tried before, like using farmers to tell the story, appealing to people’s wallets, using children... We needed to navigate the messaging that’s out there, spot the gap, and find something meaningful that hasn’t been said before. It needed to be interesting and surprising enough to get people to take notice of it through the noise of the thousands of other messages they hear every day.
We applied a human-centred approach to the challenge, spending time testing hypotheses with the target audience to make sure that the final concept would be successful.
We found that the campaign needed to make climate change action feel positive, tangible and achievable.
After our research and testing phase, we moved into the campaign design and script development. From here we moved into production of the final campaign multi-channel assets including poster and digital outdoor ads, digital display ads, digital home tvcs (BVOD and YouTube), social media, paid search ads and a digital home at www.recoverrebuildrenew.com.au
Together with Australian Conservation Foundation, WWF, Get Up!, the Sunrise Project and Greenpeace; we developed the Recover, Rebuild, Renew brand – targeting ‘Cautious’ and ‘Concerned’ Australians with the intention of lifting their awareness and getting climate action on the agenda of Australian businesses and government.
The Recover, Rebuild, Renew brand was developed to create a broad and unifying messaging around positive climate action in Australia, by galvanising mainstream public support for an accelerated transition to renewable energy with the ‘Cautious’ and ‘Concerned’ audience segments, as well as work for the ‘Alarmed’.
The campaign reached:
Recover, Rebuild, Renew has been successful in building pride in the greater community and encouraging support for a transition to renewable energy.
The new brand was launched, reaching more than three million Queenslanders in the lead up to the 2020 state election, across TV, outdoor and social media. Sentiment analysis showed that the campaign created a sense of pride amongst those who saw it, and it made people more motivated to support a transition to renewable energy.