Archives: Projects

Gas Campaign v2.0

The last campaign of the EngageLab was – for the second time – about Gas. You can find the first Gas Campaign here. High energy prices & geopolitical tensions with Russia open a window of opportunity to educate about natural gas. The german population – based on years of Gas-Lobby campaigns – have not well understood, that gas is a climate killer like coal & phase-out in the context of Energiewende is urgently necessary. This campaign aims to educate about this… The strategy was to place over 80 ad-variations on Facebook and Instagram and target 3 of the MoreInCommon segments: the…

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Climate Justice

To ensure a just transition in Germany an annual ‘Climate Premium’ (Klima Prämie/Geld) aims to counter the necessary investments into climate actions and rising prices (incl. a CO2 tax) for all citizens. This campaign strategy reviews existing studies and insights around Climate Justice and defines which parts of German society would be most receptive to which framings. Using the MoreInCommon segmentation model, especially neglected segments, such as the ‘Angry’ & ‘Disappointed’ are in dire need to be communicated to, to ensure these parts of society are on board for the necessary climate transformation. While this campaign hasn’t run yet, the…

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Mobility

This online campaign, running on Twitter and Facebook/Instagram demands an end to the combustion engine by 2030. To influence German politicians in their negotiation for a coalition agreement a ‘TweetWind‘ campaign was designed. Ordinary citizens (primarily out of the Green Bubble) were asked to choose one of fifteen pre-written tweets and send it as DMs to the politicians on Twitter, creating a constant ‘TweetWind’ across 6 weeks. After unsuccessful ads on twitter (in terms of ‘Cost per Tweet’), FB/IG was tried. Unfortunately even here the CpT was too high to warrant a continuation of this campaign. Many learnings and insights…

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Conservative Swing Voters

The September 2021 federal German election, the 50y+ voters represented 58% of all voters. They vote primarily conservative parties, such as CDU/CSU or SPD. The objective of the campaign was therefore to reach these audiences, which can not be reached through organic traffic by Movement or NGO partners.Engage them on a general call to vote for climate action & register for postal vote. We ran two separate campaigns with the sender Zukunft-Sichern.– Campaign 1: Vote For Climate & Register for Postal Vote (Tool) – Campaign 2: Vote For Climate >> See the the KlimaWahlHelfer (external Link/Tool) & Register for Postal…

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German Forrest is dying

In Anticipation of the German National Elections, ‘Climate’ needs to in TopOfMind Awareness/Top Problem to avoid a ‘Corona-Election’. A key hurdle to establish this is the Present Bias Present Bias : we tend to value immediate payoff over future rewards, even if that future reward is substantially greater than the immediate one Humans are impatient and time-inconsistent and find it difficult to put future threats before current needs. Give us the rewards now and the costs laterClimate change, on the other hand, is a distant, abstract concept We feel so disconnected from the issue and achieving that end goal would…

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Gas is no solution

The first campaign of the EngageLab (a project by TogetherForFuture) was about Gas. The EL is a team of professional experts and a network of specialists to develop highly targeted digital campaigns that target primarily Conservatives in Germany. Topics are strategically chosen to fill gaps in the communication of the wider Climate Movement and NGOs. Working with Climate Communication Psychologists and other leading topic experts in the field, the campaigns represent the latest in adtech and communication insights available. To overcome the wrong perception of Gas being ‘green’ in general, a ‘must’ for the needed energy-transition and therefore a necessary…

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Personas v3.0 (DE)

After using successfully the opinion-based segmentation model Personas v1.0 and then the value-based Personas v2.0, we are now recommending this 3rd version: based both on values and latest attitudes towards the ClimateCrisis in Germany. This segmentation model and personas are useful to put yourself ‘in the shoes’ of your target audience, so you can craft campaigns, communication and talks, ‘picking’ your audience up. The More in Common studies are being run in the USA, UK, France and Germany and are successfully being used in Climate Campaining. In Germany they rely on a set of 6 segments: The latest study of…

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German Elections

2021 is a Super-Election-Year in Germany. Many regional, communal and the national Elections are happening. Locking Germany in for the next 4/5 years in either Climate-friendly policies or not… FridaysForFuture Germany has decided to run bought Social Media Campaigns for the first three regional elections: State Election in Rhine-Palatinate State Election in Baden-Württemberg Communal Elections in Hessen All happened on the 14.03.2021 and for this FFF planned 3 concurrent  campaigns. Targeting 2 Audiences with ~65 animated and video ads. The results and insights gathered were extensive. The analysis includes a Social Media Listening Report (SMLR) for the un-paid Social Media…

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Raise your Standards!

Fridays For Future MAPA (Most Affected People and Areas) and many FFF Countries have launched in Feburary 2021 a campaign against Standard Chartered Bank. Here are all information around this campaign: https://fridaysforfuture.org/cleanupstandardchartered/ As part of the overall campaign plan, digital actions were planned and on Feb 17th ‘Digital Comment Action‘ and on the 18th a int. coordinated ‘Social Media Storm‘ took place. Dozens of FFF countries and hundreds of FFF activists and partners from around the world took part in the 2 Actions and unleashed a flood of fact-based, respetful posts and comments reminding SCB to divest from fossil fuels.…

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Zukunft Sichern

Securing the Future In order to make the super election year 2021 in Germany the climate election year, we must also address groups in society that go beyond the progressive spectrum. But how and with which messages can we achieve this? With advertising campaigns on social media, people can be addressed and activated who can no longer be reached via traditional channels. In addition, you can learn a lot about your target group: for which messages and framings are approved, which senders are trusted, which formats can be activated in the best possible way? Around important political moments of the…

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#Fightfor1Point5

On December 12th, people from around the world came together to celebrate the fifth anniversary of the Paris Agreement. But there was no reason for celebration. Our leaders failed to contribute to a 1.5 degree pathway and the climate crisis is becoming uncontrollable. FFF International couldn’t allow that to continue to happen. That’s why we created the #FightFor1Point5 Campaign: www.fridaysforfuture.org/fightfor1point5/ The Campaign had 5 parts: Read: About Sign: Promise Join Action Map / Register Join: Webinars Share: Posts & Pic-Generator Opt-In to our FFF Int. Action Updates Photo mosaic by: alwsanjose @ Mosaically The campaign went through a webdesign process…

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25.09 Global Day of Action

Welcome to the 4th ‘Alliance Campaign’ (1. 20.09.2019, 2. 29.11.2019, 3. 24.04.2020) for the mobilization of adults in Germany for the 25.09.2020 global quarterly physical strike. With over 200,000 of participants in 461 Towns and cities, it was the biggest physical strike in times of the Corona Crisis to date! #KeinGradWeiter You can find information about the Group of NGOs, associations and ForFuture groups here: www.klima-streik.org. This bought digital media campaign ran 3 weeks before the actual strike of the Fridays For Future movement. We utilized 60 ads in Facebook & Goolge and auto-optimized them on CpC (as there were…

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.org relaunch

In August 2019, we got an email from a webdesign agency in Berlin, that does work for NGOs: www.zitrusblau.de offering to relaunch the .org website for free! Quickly, we assembled a team of young FFF activists to help with this exciting opportunity: Samuel was leading the overall User Experience (UX), including User Interface Design (UI, done by the agency), Sitemap & Wireframes (having read lots of the latest research on this topic, he’s now a UX expert!) Isabella and Monica were responsible for collection of the content (text, images, videos that were either already on the website or on the…

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#NetzStreikFürsKlima

Welcome to the 3rd ‘Alliance Campaign’ (1. 20.09.2019, 2. 29.11.2019) for the mobilization of adults in Germany for the 24.04.2020 global quarterly digital strike. With 214,000 participants, it was the biggest digital strike worldwide to date! You can find information about the Group of NGOs, associations and ForFuture groups here: www.klima-streik.org. This bought digital media campaign ran 2.5 weeks before the biggest global quarterly digital strike of the Fridays For Future movement. We utilized 111 ads in 7 media channels (plus hundreds of ad network sites). 3 Segments represented by the Personas below, were used to identify the target audience’s…

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Personas v2.0 (DE)

Over the course of 3 campaigns the segmentation model for Germany has evolved. Instrumental in this effort was the help of Isabella (PsychologistForFuture), who integrated 4 relevant studies into a v2.0 of our Persona Model. The 4 segments are based on values and offer the chance to effectively frame your messages to them… The 24.04 campaign has validated that frames/ads created specifically for these worked better. personas v2.0 deck (DE)

Listening in

Social Media Listening Platforms offer comprehensive analysis of the conversations happening around certain topics and keywords online. For example you can follow how a piece of content becomes viral and who are the influencers fueling it: “While a network, like a group, is a collection of people, it includes something more: a specific set of connections between people in the group. These ties, and the particular pattern of these ties, are often more important than the individual people themselves. They allow groups to do things that a disconnected collection of individuals cannot. The ties explain why the whole is greater…

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114k for future

Welcome to the 2nd ‘Alliance Campaign’ (1st & 3rd) for the mobilization of adults in Germany for the 29.11.2019 Global #ClimateStrike. On this day over 500 Actions brought 630,000 onto the streets…and thousands more worldwide! You can find information about the Group of NGOs / ForFuture Organizations and Associations (200+) here: www.klima-streik.org. This bought digital media campaign ran 4 weeks before the global quarterly strike of the Fridays For Future movement. We utilized 469 ads in 11 media channels and achieved a cost per striker of €0.46 and mobilized 114,285 adults in all of Germany! Here is a YouTube playlist…

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Personas v1.0 (DE)

Uns rennt die Zeit davon…wir müssen und können besser kommunizieren…aber wie? Jedes gute Gespräch fängt damit an zu wissen, wer der/die Empfänger*in meiner (Sender*in) Nachricht ist. Wenn eine ganze Gruppe von Menschen die Empfänger*innen sind, macht es Sinn sie als Zielgruppe zusammenzufassen und eine Beispiel Person als ‘Persona‘ zu kreieren. Diese Persona repräsentiert dann die Gruppe und – wenn gut definiert – kann uns Einblicke geben wie die Zielgruppe denkt, was ihr wichtig ist, wie sie – in unserem Fall – zum Klimawandel/-schutz stehen und mit welcher Ansprache und Themen sie ‘abgeholt‘ werden können.  Mehr Infos zu Personas: https://de.wikipedia.org/wiki/Persona Eine Gruppe…

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15 cents for future

Welcome to the 1st ‘Alliance Campaign’ for the mobilization of adults in Germany for the 20.09.2019. Globally, 7.6 million people demanded action after a week of climate strikes. You can find information about the German Group of NGOs / ForFuture organizations and Associations (300+) here: www.klima-streik.org. This bought digital media campaign ran 4 weeks before the biggest global quarterly strike of the Fridays For Future movement. We utilized 80 ads in 14 media channels and achieved a cost per striker of €0.15 and mobilized 108,171 adults in the Top5 Cities in Germany! This campaign was soley funded by www.TogetherForFuture.net, a…

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ClimateTalker (DE)

Der gewaltfreie Widerstand weigert sich nicht nur, seinen Gegner zu erschießen, sondern er weigert sich auch, ihn zu hassen. Im Zentrum der Gewaltlosigkeit steht das Prinzip der Liebe. Martin Luther King Jedes Mal,wenn du jemanden triffst, ist das eine Experiment: eine Chance zum Zuhören, Lernen und Übung George Marshall, www.climateoutreach.org climate talker – Klima Gesprächs Guide (DE) climate talker v2.0 – Neuer Klima Gesprächs Guide (DE) How to talk to people about Climate Change by Alliance for Climate Education How to talk to your kids about Climate Change – by Yale Climate Connection.

Digital Climate Communication

Chris’s combined (Digital) Marketing knowledge has been passed on to hundreds of activists in the wider Climate Movement through his ‘Digital Climate Communication‘ training among others. He has given this 2-3h training at #SoKo, #SMILEForFuture, #WebinareForFuture, OG Berlin, Munich, Heidelberg, Hamburg/NoKo, Berliner ClimateDay, XR ActionWeek Berlin, at the XR National Meeting, www.klimafakten.de and for ‘Die Piraten’. First English Training at the 350 ‘Global Just Recovery Gathering’, April 2021. FFF WebinarForFuture – Digitales Klima Kommunikations Training [DE], May 2020 XR / FFF Training – Digitale Klima Kommunikation [DE], Sep 2020 request a digital training

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campaigning chris clicktivism climate action climate solutions communication corona creative crisis culture jamming decision making deep shift divest Framing gamification guide hacktivism imagery influencing kpi laughtivism messaging metric mind bomb movement ngo pandemic persuasion photos psychology quiz recovery research resource science storytelling strategy tactics talksforfuture ted theory of change tool virus vision visual