OBJECTIVE:

To support the EPA in driving traffic from schools and Gen Z to its website.

OUTCOME:

In 2016 and 2017, we developed The Story of Your Stuff campaign that challenged teens with creating a short film or documentary about the life-cycle and environmental impact of  something they use every day.  We enlisted on-target ambassadors like young film maker Christian Tierney and world-class surfer and environmentalist Easkey Britton to engage with the audience and inspire entries. We also developed a bank of content tailored specifically for schools to include a microsite, class lessons, video tutorials, photography and tips on how to create a winning entry. Much of this content was re-purposed for a hugely successful media relations campaign that achieved extensive national broadcast, print, online and regional coverage. For two years running, the campaign far exceeded its goals both in terms of driving traffic onto the website and the amount of competition entries received. It was also shortlisted for a Green Award and an Award for Excellence in PR in 2018.

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