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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.
DIGITAL PRODUCER
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.
EDITORIAL LEAD
Managed the editorial content. Researched the science of climate change exhaustively; interviewed internal and outside experts including leading climate scientists, economists, lawyers, fishermen, businessmen.
PROJECT MANAGEMENT
Spearheaded the CFL guide. Assisted in creating project deliverables and timelines. Used Basecamp to track progress of the project.
PSA
Campaign TV Ad
Campaign TV Ad
Action-Oriented Website
Everyday, Multi-Flavored Tips
Interactive Carbon Calculator
'Best on Internet' CFL Guide
Tips for Energy-Saving Lights
Sharable Pledge
Interactive Tool for Better Lights
Tips for Drivers
Concrete Carbon-Cutting Tips
Real-World Effects of Crisis
Basic Education
Impacts on Wildlife and Business
Real-World Impacts on Business
