Protect What You Value

Earth Day Campaign: Space for Giants

Earth Day is a key event in the conservation calendar - providing an opportunity to share the fantastic work that they do with a wide audience. The day (and weeks surrounding) form a large part of funding for Space for Giants. As the world was still dealing with the effects of COVID, we wanted to create a campaign that brought together people from around the world. We asked actors, models, photographers and conservationists what they value and what that want to protect. By asking individuals to send us videos from their own phones, we wanted the footage to be grounded and personal.

In order to support the campaign of this collection, I worked on all copy, the campaign strategy and implementation across press, social media, website and email. I led the video direction, creative meetings, stakeholder appearances, video collation and final sign offs.

The lead up to the day and the call for donations was shared across all brand social platforms (Instagram, Facebook, Twitter, LinkedIn & YouTube) as well as highlighted on the homepage - including easy donation function. Emails led up to the event in order to provide context and cut through the noise. Content was also shareable via WhatsApp to allow for accessible sharing.

I constructed a prelaunch campaign as well as the main campaign in order to raise awareness and used sendouts to influencer contacts as part of this. Our video featured conservationists, prosecutors, and high profile influencers such as Arizona Muse, Hakeem Kae-Kazim, Levison Wood, Adrian Steirn, Nameless and Jonathan Z Lee. Through the shares of our influencers and network, we hit our funding target for the day and created a video the team were proud to share.

An article on the campaign was written and posted on The Independent by journalist Emma Ledger.

 

FINAL VIDEO

 
 

WEBPAGE

Space for Giants webpage

 

SOCIAL MEDIA LEAD UP

to prompt followers to ask themselves what they valued

 

EMAILS

both lead up and Earth Day sendouts

 

THANK YOU VIDEO

from the team sent to donors