Green marketing: Work Communications encourages Kiwis to get environmentally friendly in new Earthcare campaign

While 22 April slipped by rather inconspicuously in New Zealand, those located in time zones to the west have taken to Twitter to express their support for Earth Day. Throughout today (22 April in the States), the number one trending topic on the social media site has been #EarthDay, and the tweets keep streaming in.

And although most marketers overlooked the significance of the day from a commercial perspective, Work Communications took it as an opportunity to bring attention to the Earthcare’s point of difference in the market – namely, that all products in its tissue range are made from recycled paper.

Last week, the agency – which was recently behind Auckland Transport’s promotional push for the city’s new trains – initiated an ongoing campaign that yesterday overlapped with Earth Day.

Launched via a YouTube clip and a specially dedicated page on the ABC Tissue website, the campaign aims to get consumers to share their tips on living a greener lifestyle.

The 90-second clip, which has already been viewed more than 30,000 times in a week, initially gives several examples of how we can do the planet a favour, and then prompts the viewer to visit the ABC Tissue website to download an Earthcare ‘tree’.

This tree has spaces for the viewer to write down seven examples of what they do in their own household. When the completed tree is submitted back to ABC Tissue, the sender is given a voucher for Earthcare product and goes in the draw for a monthly prize. 

Although printing out the image of tree might not be considered the most environmentally sustainable solution, Work Communications managing director Gaylene Anderson explains that the motivation behind the campaign is to get families, teachers and youth leaders to initiate a conversation that encourages young people to think differently about the environment.

“It’s a case of getting families to gather around, fill in the tree with issues that they deem important and then stick it onto the fridge as a lasting reminder of the small things that can be done to improve the environment,” she says. 

The campaign is a continuation of a programme initially created by ABC Tissue to educate year four students on improving the environment, and Anderson says that the creative team at the agency saw an opportunity for broader application.

“These eco deeds are nothing fancy. It’s simple, it’s educational, it’s engaging, and it’s something families can do together, and that’s why we think we are getting the interest. It shows you don’t need a high cost production or big media budget to get cut-through and traction.”