NGO – Conservation
Website
Involvement
Content
The Client
A global non-profit organisation dedicated to the conservation of nature, with a focus on issues such as biodiversity loss, climate change, sustainable development, and the protection of endangered species.
The Ask
A series of blog articles and website content for the client’s campaign around conscious consumption, highlighting the adverse effects of mindless consumption and its detrimental impact on the environment. The campaign was targeted to three groups – consumers, businesses, and industry stakeholders.
The Challenges
- To education, not antagonise. Conscious consumption was not about picking a fight or demonising any particular product, but rather to showcase an alternate form of decision-making in your daily habits.
- Initiating constructive conversations with manufacturers to explore potential sustainable solutions within the commodities sphere.
- Making topics like sustainability and sustainable living, which are perceived to be driven by experts and specialists, relatable and easily understandable for a wider audience.
- Crafting content to address diverse target groups with varying interests and perspectives regarding mindful consumption and sustainable living, all while staying aligned with the broader objectives.
Our Approach
- Driven by Research – Shifting mindsets around unconscious consumption demanded meticulous research from verified sources, research papers, and insights from industry experts. Credibility and validated information was the basis of the client’s ethos.
- Promoting Practical Sustainability – Instead of dictating, we engaged with the audience, presenting sustainable choices as practical alternatives to unconscious consumerism. This included providing easy-to-follow steps for readers to make small yet impactful changes in their consumption habits. Using listicles as a format allowed us to structure complex and heavy content into easily readable snippets.
- Making ‘sustainability’ a real choice – Our objective was to engage with various stakeholders on their terms. We focused on presenting sustainable solutions as a stronger choice, while communicating its impact on businesses and the industry at large.
The Result
Over the course of this campaign, we were able to deliver in-depth and engaging content that drove higher web traffic and organic searches for the campaign. However the true impact is the conversation on sustainability that was sparked amongst the populace – The core intention of this campaign.