News
'Do the Green Thing' Digital Case Study
Green Thing won the Best Green Digital Campaign Award Under £50K in 2008 for their series of films entitled 'Walk the Walk.' www.dothegreenthing.com
See one of the winning entries in our 2008 winners section www.greenawards.co.uk/past_winners/winners_2008
By suggesting one simple thing people can do to help the environment, and suggesting it with fabulous creative goodies such as films, stories and walkcasts to make it fun, funny or downright cool, Green Thing's aim in Walk the Walk was to inspire people all over the world to cut down on gas guzzling transport use.
Green Thing wanted to do two things with Walk The Walk, first of all producing two viral films for distribution to inspire people and secondly to give people a bunch of creative goodies that would help them to do it. The two films for Walk the Walk, The Story of Gusty and Ford www.dothegreenthing.com/content/gusty_and_ford and Walking Fingers www.dothegreenthing.com/content/walking_fingers were designed to make walking fun, effortless, adventurous and romantic. They also produced a series of podcasts, all of these are downloadable free from their website www.dothegreenthing.com . Walk105 is a walkcast set to 105 bph, our natural walking pace and produced by U2 producer Howie B, Roger Eno, Paul Gathercole and others.
The Walk the Walk Campaign's creative content is designed to have broad appeal so it can make the biggest possible impact. Using established marketing techniques and highly skilled contributors it exists solely to prompt environmental behaviour change.
Green Thing is aimed at anyone who cares about the planet but who finds it too hard, confusing or futile to do anything or anything much about it. According to DEFRA and TGI research, almost 40 million Britons are ‘inclined to be green’ or‘occasionally green’ and are receptive to a proposition based on online entertainment.
The Green Thing brand has a more targeted audience than the content in this growth period. They are Urban intelligent consumers in their 20s and 30s, moderate to high income, well educated, liberal and open to new ideas and influences. Predominantly young professionals who are on the cusp of making lifestyle decisions and students. Their work situation requires proactive thinking and responsibility and is skewed towards creative fields. They have a general appreciation for different people, cultures and lifestyles. They value authenticity and are particularly supportive of environmental sustainability and businesses that make it their priority. They are highly aware of values associated with different brands. As inquisitive and absorbent individuals they are enthusiastic about all kinds of media, in particular issues-based content and news which they primarily get through internet and broadsheet press. Technology plays a huge role in their lives, allowing them to stay connected with their friends and to keep up to date. They are very savvy with current computer and communication technologies. Instant messaging, email, RSS feeds, downloading and uploading content to the internet is tightly integrated in their daily activities. Awareness of environmental issues and sustainability is generally high but many haven’t yet found a way to integrate green-ness into their everyday lifestyle.
The Walk the Walk campaign alone prompted 7492 actions to be taken saving over 2067 tonnes of C02, and that’s just the difference that they could measure from community members. The wide reach of the campaign means the message is getting to many more people and impacting on their behaviour.
During research they conducted with varying groups of the Green Thing community, all reported that they felt that Green Thing was meant for them. 80% saw Green Thing as a trusted source of information on environmental issues. Importantly over 75% said it had prompted them to act more sustainably in accordance with the monthly actions. In addition below are some of things people have been saying about Green Thing. “This month it's all about walking. Besides getting this big smile and miraculous glow that comes from doing good stuff, walking on foot instead of taking the car can change your life profoundly. Perhaps forever. Curious? Go on, have a look at this month's Do The Green Thing Video ...”
Do the green thing! Take a walk this month. Next month there will be another green challenge.The challenges are visualized by outrageously talented animators and film-makers. Don't hesitate. Do the green thing.
Green Thing is the first initiative to combine marketing psychology, world class creativity and the self-fuelling energy of digital communities to mobilise the masses against climate change by making it effortless and fun. Instead of focusing on the problem in its communication it inspires the solution, a solution that is made fun, funny, and cool by drawing in a wide range of creative talent which is what has given it such broad appeal. It has given people things to inspire them online and take with them into their daily life to keep them inspired offline and aggregates itself by making it easy to pass on to others.
Designed by well respected online and creative marketeers to have mass appeal, Walk the Walk works by promoting one idea for a greener life delivered with world-class creativity and a sense of community, making it irresistible to Do the Green Thing.
• Irresistibly simple: a focus on one thing during the campaign.
• Irresistibly free and easy: do it any way you want.
• Irresistibly enjoyable: with inspiring, world-class creativity.
• Irresistibly social: reinforcing action with a sense of communal participation.
• Irresistibly effective: the more who subscribe, the greater the impact
Well done to the team behind Walk the Walk. The judges thought this was one of the best and most creative entries so far in the competition!
Green Awards News Now on Twitter
For all you Twitter fans out there who want to to hear all our exciting news we've now joined TWITTER so you can follow our 'tweets' under our name GreenAwards.
If you haven't used Twitter before you can find it at www.twitter.com/greenawards and it's very easy to register as a user. And for the unconverted it's heralded as the next best thing since sliced bread. Social network geeks will love it!
We can also be found on Myspace and Facebook.
Green Awards Team
The Green Light Workshops
Helping you to promote your environmental reputation within the rules.Recession or no recession, marketing and advertising on an environmental platform is here to stay. Many companies are actively engaged in promoting greener products or building green values into their brand reputations and there are undoubtedly others who would like to, but are held back by fear of getting it wrong and being criticised.
Green claims need to provide clear and fair signposting if they are to be successful for marketers and consumers, but they can be difficult to develop and use, so Green Light is a welcome chance to learn more and have your say in this important area of communication.
Defra (Department for Environment, Food and Rural affairs) has long been an authority on green claims and how to support them and is seeking dialogue with practitioners on how best to provide support for the next wave of green communications. Now Defra has got together with IPA and ISBA to create a programme of free workshops to help marketers and their agencies create risk-free communications. The workshops will be chaired by David Wethey of Agency Assessments International and will also reveal first results of an important new study into the range of claims and terminologies in use today.
The Programme
A series of involving and interactive breakfast / morning workshops on green claims limited to 60 people per session and divided roughly into sectors:
In London:
May 12 Transport, Travel, Automotive and Tourism
May 14 Food & Drink, Clothing, Personal Care (cosmetics, pharma, etc), Household products,
May 15 Utilities, Energy and energy-using Appliances, Construction and Industrial, Furniture,
May 22 Banking and Financial, Other Retail, plus all others.
In Manchester:
May 20 All sectors
Workshops Content
The workshops will cover all aspects of marketing communications, from media advertising to packaging claims, company websites, promotions, merchandising and delegates will hear from a range of leading speakers and have the opportunity to take part in breakout sessions covering:
- Early results of a Defra-commissioned study into green claims in advertising. This is a valuable and non-judgemental study that will help everyone to understand how and why green claims are used. Advertisers will be able to map the green marketplace and refine communications strategies.
- The importance of environmental reputation in brand development, from a leading marketing company.
- Where do green claims come from and what do they involve? The strategic issues driving green claims, the communications development process, and the holistic product lifecycle considerations in developing green claims.
- What help or resources do marketers and agencies need to enable them to promote greener brands within the rules? What problems are experienced with understanding green definitions and terminology and how can this be made easier?
Who should attend?
- Marketing decision-makers involved in advertising and all forms of communication, whether they are making green claims, or might in the future.
- Others involved within companies in the communications creation and approval process Agency Account Managers and Planners involved in green claims, or simply wishing to improve their expertise in this important discipline.
- Other trade representative bodies and their members
- Practitioners and consultants in the field of green communications
How to register
The sessions will be held in London at Wallacespace St Pancras, 22 Dukes Rd, WC1H 9PN, http://www.wallacespace.com/22dukeroad_map.html and in Manchester at Urbis, Cathedral Gardens, Manchester M4 3BG, http://www.urbis.org.uk/corpevents.asp with registration and breakfast from 8.30 and a prompt start at 9.
Admission will be by reservation only and strictly limited to 60 participants per session. The sectors included will be adjusted according to response, so please state your first and second preferences to Clare Ruthven-Stuart at: clare@ruthvenstuart.co.uk
Please state clearly:
(1) Name:
(2) Title:
(3) Company name:
(4) Contact phone number:
(5) Business sector e.g. transport, food & drink, construction:
(6) Are you currently involved in making green claims and, if so, for which brand?
(7) With whom (agency or client) would you like to attend? Please give their name, title and company name:
This information is simply for the purpose of arranging attendance in the best possible way.
(8) Any comments?
Green Awards 2009 - Key Dates
Sponsorship opportunities and media pack available now. Contact Iain Patton, Event producer on 07956 430543 or sponsorship@greenawards.co.uk
- Call for entries launches April 06th 2009
- Awards close date 17th September 2009
- Announcement of winners 18th November 2009.
Nokia wins Green Awards Grand Prix
The third Green Awards have culminated at the Brewery,
UNEP Guest Speaker
Kaveh Zahedi of the United Nations Environment Programme (UNEP) is responsible for directing climate change strategy and programmes at the agency. His address to the 600 guests is expected to combine encouragement with a call for urgency to face environmental problems holistically and head on.
He says: "Confronting environmental problems, especially those caused by climate change, are among the most vital challenges of our time. Communicating the role that the environment plays in our lives and promoting the solutions that will inspire change in our society is a fundamental part of the battle. The Green Awards help to recognize the achievements of the marketing industry and to inspire the actions of people in the UK and beyond who want to contribute to a sustainable future. With only 14 months left until the vital climate talks in Copenhagen, keeping a high level of awareness on climate and environmental issues is more critical then ever before".
Are your press ads as green as DEFRA’s?
Last year DEFRA walked home with the Best Press award (over 100k) for their Act On C02 campaign. But the award for Best Green Press at the 2008 Green Awards is still up for grabs, with the deadline for entries extended until Friday 26th September. So if your ad has been published in any of the UK nationals, locals, magazines or freesheets in the last 12 months download an entry form now.
Are You Britain's Best Green Campaigner?
The Green Awards is including ‘people power’ in its annual awards for environmental, ethical or social campaigns. This year, the Green Awards is accepting applications for a new ‘Campaigner of the Year’ category to reward creative and committed individuals who get their message across using their own contacts, funding they raise or donate, and old fashioned ingenuity.Visit the categories page for more information and to download the entry form.
London On Tap
The Green Awards have become the first national awards event to support the exciting ‘London On Tap’ initiative. All bottled water will definitely be ‘off the menu’ at this year’s ceremony in keeping with the sustainable credentials of the Awards. Only tap water will be available to guests on the night. London On Tap is a joint initiative between Thames Water and the Mayor of London. Find out more at www.londonontap.org.
Watch WWF channel on Green.TV
WWF partnered with green.tv to launch an online TV channel which will show a selection of new and classic WWF films.
To access the WWF channel, visit www.green.tv/wwf. You can also access it from the 'Channels' tab on the green.tv homepage and via the WWF International website.
Baroness Peta Buscombe will chair the Judging Panel
Baroness Peta Buscombe, Chief Executive of the Advertising Association, will lead the heavyweight Green Awards judging panel, including inventor Trevor Bayliss, Chairman of Interbrand, Rita Clifton and Designer, Katherine Hamnett, as the 2008 Judging Panel Chair. She says: "The Green Awards demonstrate our industry’s commitment to promoting positive environmental change. Too often environmental language used is not accessible, our industry is overcoming these barriers; it is our specialty".
Janey Lee Grace to present the Green Awards ceremony
Janey Lee Grace, BBC Radio 2 presenter and author of the best seller book 'Imperfectly Natural Woman - getting life right the natural way' will be presenting the Green Awards ceremony on the 12th of November at The Brewery.
Friends of the Earth continues to support the Green Awards
Friends of the Earth wants a healthy planet and a good life for everyone on it. Friends of the Earth UK has been supporting the Green Awards since the beginning in 2006 and is delighted to be an Institutional Partner again this year.
The UK’s most respected environmental campaign group, Friends of the Earth has inspired many of the biggest wins for the planet – from curbing acid rain to laws bringing recycling to every doorstep and, through the Big Ask campaign, ensuring the UK takes a lead in tackling climate change. It is part of the world’s largest environmental network acting together to make life better now and for future generations.
UNEP partner of the 2008 Green Awards
UNEP welcomes the opportunity to participate again this year in the Green Awards. Advertising is a key medium to convey sustainability messages and prompt people to adopt new lifestyles in line with today's environmental challenges. The Green Awards represent a great opportunity for agencies and advertisers around the world to show their commitment towards environmental issues through innovative and inspiring ads. UNEP encourages all participants to show that positive and appealing communications can contribute to behavioral change and ultimately to a better world for all.
