Social
Transformation
Supercharging social-first strategy & creativity for the United
Nations Environment Programme
Transformation
- Strategy
- Campaign conception
- Implementation
- Conversational creative
- Data & Analytics
1000heads is the United Nations Environment Programme's (UNEP) strategic and creative partner for environmental campaigns, driving social transformation across campaign strategy development, creative production, and measurement.
Face the plastic truth: campaign concept
To evolve one of UNEP's key campaigns - Clean Seas - 1000heads developed a social-first campaign platform called Face the Plastic Truth. We asked ourselves a simple question: if the effects of plastic on the world around us seem to go unnoticed would plastic go unnoticed if it polluted our social feeds? We decided to make people uncomfortable enough to open their eyes and stop ignoring the problem. Our creative approach subverted the very nature of platfroms and formats that people are so used to.
Social-first content
Feed-breaking video on Instagram that showed plastic-pollution overflowing images made people stop and pay attention. We subverted the nature of social feeds by breaking the platform boundaries between images - delivering 'what the heck?' for Instagram users that made them stop to experience plastic pollution rapidly filling up their feeds. This arresting approach heightened the sense of urgency we also needed to land with the content.
Twitch overflow
Tapping into social venues where UNEP didn't have an existing presence, allowing us to reach new people in new ways, was a critical aspect of the work. We create a Twitch filter, promoted by streamers by dropping it into there live stream, that virtually flooded people's screens with plastic pollution.
Ambassadors
To increase our work's likelihood of delivering behaviour change, we needed to unlock the influence and advocacy of UN goodwill ambassadors - reinforcing the campaign messages, and role-modelling bahaviour change for our target audiences.
AR Filters
UN Ambassadors in four countries have participated, helping localise the message, and making it more relevant to the target audience. Ambassadors shared the campaign and their own commentary on it highlighting the necessity and urgency of action. Ambassadors such as Antoinette Taus, Dia Mirza, Alex Rendell and Aidan Callagher have advocated campaigns.
Optimisation: Initial social reaction data showed their voices were resonating with audiences - so to maximise the impact we created a wave of new UN assets featuring the ambassadors, promoting them from UN social presences.
