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Create a holiday campaign to heighten awareness of Cool Effect – a non-profit organization that supports carbon-reducing projects—and drive holiday gifting transactions. The campaign should highlight the harmful effects of climate change in non-threatening way, and target people who are concerned about it. It is essential to make an intrinsic connection between concept and mission, in other words, people need to know that their donations will have verifiable impact on the issue at hand.
For the holiday season, we approached the very real, very scary issue of climate change in a less frightening way. Save Our Snowmen drives awareness of the effects of climate change in a light-hearted manner. Snowmen needing to migrate to cooler temperatures represented the issue and tapped into the nostalgia of the season. (Building snowmen is a beloved winter tradition.) We promoted donations to Cool Effect – a non-profit organization that supports carbon-reducing projects—as a solution.
The project did extremely well and was written up in blogs and industry sites. The video also helped Cool Effect have the most holiday donations to date as well as help spread brand awareness. But most importantly it showed people that fighting climate change is within their grasp, even with the smallest of donations. And at the end of the day, who doesn't want to save a snowman?