Supply the Stoke for Sustainability
Client: Protect Our Winters in Partnership with Outerknown & Juneshine Hard Kombucha
Media Advocacy Proposal: Media plan- Execution details- Brand introduction- Creative brief
Goal: Create a strong media impression towards the public by creating a digital video message aimed at bringing awareness and action to practicing sustainability on an individual level. Ignite and bring the concept of sustainability to the mainstream by connecting the audience through sustainable brands and stressing the importance in our everyday lives. By harnessing influence and mission statements of three organizations and business which are rooted in the concept of sustainability, we can bridge the climate initiative to not only an audience of an outdoor enthusiast but a more
Casting the broad audience reach on digital programmatic and social avenues is a great way to start infiltrating the public narrative and introducing the concept of Sustainability to people who otherwise might not know the importance. The educational aspect of climate-related issues typically have a difficult time relating to people so it’s critical to leverage sustainable organizations and brands that can help introduce the concept to a broader audience.
Media plan:
Campaign date focused around – National Sustainability Day! Oct 28th
Media Types/ Media Mix:
1) Social- Facebook/Instagram/ Tiktok – Ambassadors/ influencers who are tied to these brands will provide tremendous organic awareness for the video and help cultivate a more micro influence for the campaign.
Percentage of total digital spend (30%)
2) Digital Programmatic- Video/ pre-roll focusing on high a viewability metric (85%) + High-level brand awareness of CTV (Roku/ Amazon Fire, Apple TV)
This will help cultivate a more unique audience to target, geared towards political affiliations across the board. Mainly by self-identified designations: Strong progressive, somewhat progressive, moderate, somewhat conservative, Strong conservative. As well as defined political party affiliation for the device the ad gets served to.
Percentage of total digital spend (50%)
3) Premium Connected TV– Hulu. Chosen to help bring validity to the cause and reach an audience 25-45 on a more premium inventory when this type of for good messaging is not ordinarily seen.
Percentage of total digital spend (20%)
Activation Dates: Launching creative in both ad sizes the second week or Oct 15th – Nov 15th in a one-month media blitz targeting the following cities.
Geographic Targeting: Los Angeles, New York, Chicago, Boston, San Francisco, Seattle, Phoenix, Houston
Budget: 50,000-100,000 activation on across all media types
Assembling a collective media partnership – This campaign will be spearheaded by Protect Our Winter A nonprofit media advocacy organization focused on climate legislation- https://protectourwinters.org/
Sample content of advocacy efforts – https://www.youtube.com/watch?v=QabBOhEXeck
This advocacy campaign will focus on melding the three organizations/ brands into ONE collective message— Curating a message of finding value in nature and with the mission of building recognition of “Sustainability” through these current businesses. Conveying that message in a fun, engaging, and interactive way, by promoting and instructing the audience to take a pledge/ commitment similar to these companies on the POW website—This will be similar to https://protectourwinters.org/campaign/keep-the-paris-agreement-the-priority/ But instead will be a broader Commitment to practicing sustainability on an individual level.
This will be the main engagement metric or key performance indicator for the advocacy campaign to help measure effectiveness.
Meet the Organizations committed to sustainability
Brand #1- Outerknown:
A sustainably based clothing company lead by famous pro surfer Kelly Slater. https://www.outerknown.com/ “Sustainability is Everything!”
Mission Statement: “Transform the way we outfit the world by inspiring an industry to reimagine design and embrace circularity”. “We set out to change the industry by building clothing in harmony with the planet and taking care of the people we work with while creating durable and desirable products that stand the test of time”
“We look at our sustainability commitment like the North Star. We understand we will never actually get there but it should always remind us what direction we should be going. Our commitment as a brand is to keep learning, exploring, and innovating. With every decision we make, we will always choose the most responsible path”.
Example content: https://www.youtube.com/watch?v=6V7Ob2SXMMw=
Brand #2- Juneshine Hard Kombucha:
Brand messaging: Honest alcohol for a healthier planet. https://juneshine.com/
“Creating honest alcohol for a healthier planet with a commitment to minimizing carbon footprint. The brand also works with The National Forest Foundation by planting trees to replace those used to make their cartons”.
Mission Statement: “Juneshine was started by a team of adventurers, artists, and creatives who share a passion and want to leave a positive impact on the environment. We fell in love with the refreshingly smooth taste of jun kombucha and have made it our mission to brew the highest-quality, healthiest jun kombucha there is. With no artificial coloring, GMOs, pesticides, or processed corn or rice syrup, JuneShine is less toxic for both your body and the environment.”
Their San Diego based brewery is powered by 100% renewable energy through SDG&E’s EcoChoice. In addition to that 1% of all sales are donated to 1% For The Planet, a group of nonprofits committed to sustainability efforts. They also plant trees to replace those used to make their cartons in an effort to support The National Forest Foundation.
https://juneshine.helpdocs.io/article/rakf0zo0ti-sustainability-101
https://www.instagram.com/p/CKU5QD5lDmx/
https://www.instagram.com/p/CMQr11DjklQ/
https://www.instagram.com/p/CGvw8l7jNaU/
https://www.instagram.com/p/CHskbWMjhdd/ – Changing tides foundation, empowering women to protect the planet.
Synergizing the stoke for sustainability:
The beauty of bringing these brands together in partnership with POW for a campaign focused around the idea of sustainable development is that they will provide a much-needed vehicle for supporting the greater initiative and bringing education and awareness to an often forgotten environmental issue. These brands already do this naturally so synchronizing and projecting their efforts in a broader sense will bring greater awareness to the day. It will also hopefully initiate a trend, that other brands will likely follow that will encourage sustainable business practices and more environmentally conscious decisions. By initiating a broad awareness campaign showcasing the fun and exciting ski to surf lifestyle and the passion for being more sustainably driven; a video tying these brands to one goal would be an amazing rallying cry to other less sustainability-driven brands and the country as a whole to encourage sustainability on an individual level.
The connection of these organizations of putting the planet first while also doing so with a laid-back mentality is a perfect combination to start positively introducing and communicating the necessity to start valuing sustainability and bridge the gap on broader environmental issues. I envision the messaging along the lines of “Sustainability doesn’t need to suck” “it’s actually kind of rad— and its starts with you, Cheers!”
Creative Brief:
Simple and easy going, let the parrel world of extreme ski and surf add the natural elements and connect us with the world around us. Relaxed with lighthearted and funny undertones is the creative video content that needs to be made for this to truly be successful. The message needs to be very crafted and directed towards a particular audience that agrees or the more concerned section or environmentally conscious, liberal-leaning consumers, as well as somewhat reaching in a broad sense across that spectrum and help utilize the brand’s recognition and acceptance towards someone who doesn’t value sustainability, quite yet but kind find appreciation in the outdoors and bring the conversation to someone on the fence or someone who just doesn’t understand the true importance.
We need to rethink how we communicate about the environmental issue, and this is our chance.
From the mountains to the sea, or in this case the snowboard to the surfboard, sustainability is the same regardless. The vision of this creative: A snowboarder/skier or group of friends on the slopes in Colorado—Jump scene– communicating and applauding recognizing the significance of Oct 28th National Sustainability Day with a beverage (Juneshine) while mirroring and communicating in a funny relatable way with a surfer or group of surfers in the open ocean.
The creative inevitably need to reach an audience who agrees, others who don’t as well as those who aren’t educated on the importance. It will be important for the creative to relate to a number of different audience personas and bring awareness to the greater issue by starting the conversation, and hopefully helping make individuals commit to a sustainability pledge.
