MULTI-PLATFORM MARKETING CAMPAIGN
In 2006 in partnership with the Ad Council and Ogilvy & Mather, Environmental Defense launched the largest consumer public awareness and education campaign to inform and engage American consumers on global warming. The campaign's thrust was to persuade people to take action and the website provided them with a slate of tools to do so.
Because consumer research showed that most Americans had heard the term but were unclear as to exactly what global warming was, education was a key component as well.
Project included three TV commercials, two radio spots, an email campaign, a website, sharable pledges, an interactive carbon calculator, an interactive energy-efficient bulb guide (which the Smithsonian called "the best ... on the Internet"), and tips galore. Our fightglobalwarming.com website was reportedly the most popular Ad Council campaign website averaging 250,000 visitors a month.
Worked with and led the marketing and creative efforts and teams (made up of both internal staff and freelancers) on developing multi-platform digital campaign.
Managed the editorial content. Researched the science of climate change exhaustively; interviewed internal and outside experts including leading climate scientists, economists, lawyers, fishermen, businessmen.
Spearheaded the CFL guide. Assisted in creating project deliverables and timelines. Used Basecamp to track progress of the project.