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Greenpeace 'Rang-tan'

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Direct?

This campaign required a response on a scale and speed not seen before by Greenpeace UK. A multi-part direct response campaign, to build public opinion and understanding of palm oil, especially in groups not previously engaged with environmental issues, which was evidenced by a well-supported petition, providing a contact database of future supporters. The petition applied pressure on large corporations to change ditch dirty palm oil. From the outset, the palm oil campaign was designed to elicit responses. But first we had to raise awareness of the issue, to the same prominence as plastic damaging our oceans.

Background

In January 2018 palm oil wasn’t well-known by the UK population, let alone the impact producing it has on delicate rainforest environments - a football pitch of virgin rainforest is destroyed every 25 seconds. This is despite palm oil being present in around 50% of all packaged goods, an eclectic selection ranging from chocolate to shampoo. Our aim was to change this situation, change attitudes towards palm oil and change corporate behaviour:
firstly by raising awareness of palm oil in the UK public (from a base of 65.6%)
then getting 200k supporters to sign our petition against dirty palm oil and register as supporters of our campaign
finally using that display of attitudes towards palm oil, encouraging corporations that produce, supply or use palm oil to eliminate deforestation in palm oil their supply chains


Describe the creative idea (30% of vote)

We turned to the oldest method of communication - we told a story, simplifying the complexity and representing it with an arboreal mammal that is relatable to us humans. Our story featured a baby orangutan, stranded in a human child’s bedroom as her rainforest home has been destroyed. She tells an accessible version of what is happening in the rainforest. Animated, allowing us to convey a much broader range of information than live action would allow. Rang-tan is a long term spokesperson for the rainforest, and a property that could be repurposed multiple times across different media. Like the most memorable stories, nursery rhymes, Rang-tan was written to be rhyming, building the sticky nature of its content with our multi-generational audience.

Describe the strategy (20% of vote)

We didn’t set out with rigid approach. We continually adapt our strategy to broaden the audience and the response achieved. The only set element was taking the emotional story route, not shock tactics, to help broaden the audience. Our story was spread using a combination of minimal paid media (cinema, Facebook and YouTube), support from Greenpeace’s famous supporters, additional distribution by Iceland (fulfilling the role of an influencer and reaching a much broader audience of everyday folk than Greenpeace could alone), editorial media engagement, before we managed to create critical mass for the story to go viral online - the clear CTA resulted in the official Greenpeace petition gathering an initial 1.2m opted-in supporters. An audience-initiated petition another 1m signatures in support of Rang-tan. Our strategy repeatedly amplified the different facets of this story for social and editorial media to keep palm oil in the public consciousness.

Describe the execution (20% of vote)

Our campaign was multi-part. First launching in August, online and in cinemas. It was spread by a range of well-known Greenpeace supporters - from Liam Payne (32.5m followers) to Stephen Fry (12.7m followers). In November we enlisted a new type of influencer, Iceland the supermarket, who were in the final phase of removing palm oil from own branded products. Iceland has a huge reach, especially everyday audiences who aren’t traditionally environmental campaigners. They agreed to use Greenpeace’s film as their Christmas TV ad, must-win time for retailers. Outdated rules stood in the way of this, we implemented an earned and social media approach to get Iceland’s film out. A rapid media engagement programme, alongside environmental advocates spreading the message organically. The call to action was purposefully integrated into our story, plus in the Greenpeace version it was repeated in the end frame.

List the results (30% of vote)

REACH & AWARENESS
80m+ views of film
267m+ on social, 82m engagements
800+ pieces of editorial coverage = reach 4.2 billion
UK awareness of what is palm oil up 7%, to 73.5% or an extra 4.6m people

RESPONSE PEOPLE
1.2m+ support Greenpeace petition, 84,000 converted to regular donors
1,000+ schools contacted Greenpeace for teaching materials (c. 250k school children)
Palm oil Google searches up 10,000%, Twitter mentions up 61,900%
1m+ signed an audience-initiated petition to get Rang-tan on TV

RESPONSE CORPORATE
Ocado introduced a palm oil-free aisle, searches for “palm oil-free” up 28%
Malaysia-based NGO the RSPO voted to incorporate 'no deforestation' into its principles
The world's largest palm oil trader, Wilmar International, 40% of the world's supply, promised to eliminate deforestation from its supply chain in a detailed action plan, citing Greenpeace’s campaign as a factor in that decision
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awards
Cannes Lions International Festival of Creativity 2019
Bronze Film
Viral Film
Cannes Lions International Festival of Creativity 2019
Bronze Film Craft
Script
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Copywriting
Cannes Lions International Festival of Creativity 2019
Shortlist Film Craft
Sound Design
D&AD 2019
Wood Pencil Animation
2D Cel Animation
D&AD 2019
Wood Pencil Direct
Direct Response/Film Advertising
D&AD 2019
Shortlist Writing for Advertising
Writing for Film Advertising
The One Show 2019
Merit Moving Image Craft
Craft - Animation / Single
D&AD 2018
Wood Pencil Film Advertising
Public Service Commercials
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