Title SILVER-Norway-Not All Superheroes Wear Capes.pdf ✅

Not all superheroes wear capes KATRINE ENGJA STAKE KONRAD SKOGEN
Strategic plan Task Increase awareness about New Zero World in order to inspire individuals to take action and make positive changes to their daily lives for the climate – for everything. Message There is immense power in togetherness, especially when it comes to solving the climate crisis. Together, we can create the future we deserve. Strategy To breach through in a chaotic and fragmented media landscape with the message, it needs to have high level of stand out and deliver emotional impact. The strategic approach will be a two- step campaign with an intention of surprising the target audience to generate attention - and to motivate them to take action. Target audience Gen Z and millennials aged 18-40 that need motivation and inspiration to close the awareness- action gap. Should also reach a broader audience, as the issue at hand concerns everyone. Tone of voice Hopeful, positive, clear and passionate.
Key insights on the target group Gen Z and millennials Age: 18 – 40 Engaged in social and global issues Gen Z and millennials are more interested and engaged in the global crisis now than ever before, stretching from environmental issues, mental health, and socio- political issues. Deloitte, 2022 News fatigue Gen Z and millennials are showing signs of news fatigue, which refers to psychological exhaustion due to information overload. As a result, brands must stand out to grasp the attention of this audience. American Press Institute, 2022 Less interested in traditional advertising Gen Z and millennials are increasingly less responsive to traditional advertising. They want to engage in dialogue with brands – not simply be addressed. Kantar (Norwegian Research Bureau), 2022
Insights and objectives It can be difficult for us humans to find the motivation to educate ourselves and take an active stand on the global crisis, although it ultimately affects every single person on the globe. Due to the sheer magnitude of the issues, it is easier to fall into the numbness than actively taking a stand and make a change in one's daily life. “I struggle to see how I can actually make a difference in the grand scheme of things” Raise awareness about the global climate crisis and New Zero World’s message. Show the strength of togetherness and how collectiveness can make a significant impact. Push and inspire people to educate themselves and make positive climate contributions in their daily lives. 1 2 3 Objectives for the campaign