Tiêu đề Young Lions 2023-Marketers-Brief-New Zero World.pdf ✅

One liner. Brief in a tweet. One liner: Project: Transforming Climate Narratives to catalyze action for the future we deserve Background Our organization New Zero World is a not-for-profit, global communications hub laying the foundation for a sustainable future through impactful communication. New Zero World is launching a global campaign for people and the planet. We are in need of a brilliant marketing strategy coming from creative & compassionate minds from the different business sectors. The task is for the stakeholders from the private, public and academic sectors to strategize the creation of a Global Campaign for the Planet which will be soft-launched at COP27 and continue through 2030. The Challenge The primary objective of this action-oriented campaign is to 1. Create a new and transformative narrative around climate change TO CATALYZE ACTION. The campaign aims to inspire individuals to become effective stewards of the life on the planet by taking action and making positive changes in their daily lives. We need to move beyond climate as a single issue and highlight its interconnectedness with nature, the economy, human rights and social justice. Shifting beyond individual behavior change and towards this systemic thinking is key to solving the challenge. For example, when you understand that climate change is about the food you eat, the clothes you wear, the car you drive, where you live and more, you will see that the actions can be found everywhere. For example: Every job is a climate job: whether you are a teacher, a politician, a doctor, a creative, a media planner, a priest ... every act of change can make a difference. Quotes to inspire the campaign:
“It’s not climate change - it’s the everything change.” - Margaret Atwood (narrative: interconnectedness) 1. COMMUNICATE: Currently, media framings of the climate crisis are doom-laden and disempowering, rather than solutions-focused and motivating. The narrative around climate change fostering a sense of empowerment, showcasing the positive actions being taken to mitigate and adapt to the changing climate, without falling into complacency either. Hope is not passive - it’s something we need to actively create. Target Audience The target audience for the campaign is broad and includes individuals of all ages, backgrounds, and geographical locations. However, a particular emphasis will be placed on engaging Gen Z and millennials who are the generations most concerned about environmental issues and have the biggest potential to drive meaningful change. Insight The campaign should not solely focus on doom and gloom. While it is important to communicate the urgency of the climate crisis, the campaign should also highlight success stories, the power of collective action and achievable solutions. Inspiring hope and optimism can motivate individuals and communities to take action and contribute to a collective vision for a sustainable future. But it’s crucial to stress that this opportunity requires active engagement. Strategy Inspire hope and optimism by showcasing success stories, highlighting positive actions, and recognizing the progress made towards a more sustainable future. Celebrate milestones and achievements to reinforce the belief that collective efforts can make a difference. Key Message Together, we can change minds, actions, and systems. Together, we can protect people and planet alike. Together, we can create the future we deserve.
KPI considerations: 1. EXPOSURE: Vast number of people who have been exposed to your campaign message or content. (during campaign) 2. AWARENESS: Generate media coverage and public awareness for this campaign. International coverage (during campaign) 3. ENGAGEMENT: Assess the campaign's impact on social media platforms. (during campaign) 4. ACTION: Multi-level action from social media engagement, behavior change intentions, community initiatives to political action taken. Ideally longitudinal measurement. (during and after campaign) 5. UNIFICATION: Identification with an umbrella movement and active engagement with initiatives and networks. Ideally longitudinal measurement. (during and after campaign) Timeline and Budget: The campaign will run for nine months, starting from April, 2024 until December 2024. Budget for the campaign will be 250,000 US Dollars and also earn media and donating media. Personality *The NIKE/ APPLE campaign for the climate movement. Elevating the human spirit - Young and energetic, exciting, vibrant, alive - Assertive, empowered and urgent - Brave, courageous, proactive - Innovative and business smart - Optimistic, hopeful, empowering individuals - Intersectional, moving beyond climate as a single issue Campaign Do’s and Don’ts Don'ts: - Pessimistic, doomism and the notion that there is no future - Imagery of doom, destruction and - Overly optimistic and complacent (strike a balance) - Conflict, polarization and binaries of good/evil. - Technical language and jargon - Only focus on climate (remember, it’s “everything change”!)
- Use the term “global warming” Do’s: - Use “climate crisis” over “climate change” - Utilize visual, verbal and written storytelling - Highlight the urgency of climate action alongside solutions and hope. - Optimistic and giving a sense that a healthier future is possible. - Innovative campaign. A strategy that will make you want to join as part of the solution for our planet. - Collaborative, self-organized, inclusive. - Visuals that show what the new world can look like instead of the doom and gloom (inspired by solar punk). - Move away from stereotypes and appeal to broader audiences, especially young audiences. - Do something different. Remember, “it’s not climate change, it’s everything change.” - Accessible language, data minimalism, some striking statistics when appropriate - Refer to people’s everyday lives and how climate change affects them Specific Deliverables 10 slide PDF Note: You will need to use your client organization in the deliverable, including your company logo.Think how your campaign can be a collaboration between your organization and New Zero World. Additional info: Climate change is a complex phenomenon that affects multiple aspects of our planet and has wide-ranging impacts for humans. Climate change has occurred throughout the Earth’s history, but is currently happening at a thousand time its natural rate due to human activity, threatening the Earth’s ecosystem and humanity’s survival. Here are some of the areas and systems that are being affected by climate change: - Global Economy: instability due to extreme weather, food shortages