A social first campaign to engage our youth audience, shifting their thinking around climate change and turning apathy into action. This was a socially led campaign leveraging Facebook to drive editorial, awareness and engagement around the issue.
We also used Facebook Live to demonstrate how social channels can disrupt traditional media (TV) and be the most powerful platform for driving awareness on serious issues.
The campaign centered around a broadcast of "Before The Flood" - a 90-minute documentary by Leonardo DiCaprio and National Geographic on Facebook Live. The stream was watched by over 4x more than the US TV broadcast on National Geographic. We also used Facebook LIVE to demonstrate the volume of carbon emissions released in real time instigating discussion within our community.
Our channels drove our editorial stories, which alongside the Facebook Live broadcasts resulted in 45 million reach and 8 million engagements.
Outside of driving mass awareness we also wanted to demonstrate that the content has influenced our audience’s way of thinking about the topic. We used a poll which was answered by over 15k young people to set out if our audience would agree with the points raised in the film.