Department of Climate Change and Energy Efficiency: Government research indicated that greater communication is needed to engage the Australian public with the issue of climate change, its potential impact on Australia and what individuals and groups can do to help combat it.
To generate engagement on the issues and actions that can be taken to address climate change amongst a broad audience of young people through a wave of online activity and engagement.
Utilise online peer to peer communications and social media, allowing kids to develop their own messages. Stimulate widespread talkability across multiple channels to develop a better understanding of climate change issues and behavioural change.
We targeted advertising and communications to students around Australia asking them to produce an ad and communications campaign to inspire action against climate change. The campaign provided educational materials and a resource kit which outlined competition parameters. The winning entries were profiled online with prizes awarded to winners at a presentation ceremony.
2,500 entries were received, including 20,610 unique visitors to the website. Restrictions due to government constraints hampered social media outcomes, but the average time on site was 3.29 minutes, representing quality time.