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.

  • 25.09. Campaign - Overview
    25.09. Campaign - Overview

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 cookie-opt-in challenges with the conversion pixel making it impossible to optimize on CpE).

  • 25.09. Campaign - Key Ads
    25.09. Campaign - Key Ads

All Facebook ads can we viewed here.

3 Segments represented by the Personas below, were used to identify the target audience’s most important values and ads were created to frame the strike within these values.

  • personas v2.0 - matrix
    personas v2.0 - matrix

personas v2.0 – new value based

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RESULTS
We achieved a cost per striker of €0.87 CpE, €0.32 CpC and mobilized an estimated 26,902 adults (most likely a lot more) in Germany!

Find the YouTube Playlist of the 24.04. video ads here (which were adapted to ‘25.09.’).

campaign 25.09 – case study

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#ActInTimeDEADLINETime left to limit global warming to 1.5°C 4YRS111DAYS23:32:11 LIFELINEWorld's energy from renewables14.784735445%Ambitious climate action could boost global 2040 GDP by 0.2% | Tanzania’s marine reserves offer long-term benefits to communities | Paris residents vote in favor of making 500 more streets pedestrian | Use of pesticides on UK farms to be cut by 10% by 2030 to protect bees | New forest to be created in England, with 20m trees planted by 2050 | Affordable e-bikes are transforming delivery work for Latin American migrants | California & Sonora sign agreement to boost clean energy & climate collaboration | UK to invest $260 million on solar panels for schools and hospitals | Green power to give 570 million energy access in Africa | UN hails rare success story as emissions from construction stop rising | Ambitious climate action could boost global 2040 GDP by 0.2% | Tanzania’s marine reserves offer long-term benefits to communities | Paris residents vote in favor of making 500 more streets pedestrian | Use of pesticides on UK farms to be cut by 10% by 2030 to protect bees | New forest to be created in England, with 20m trees planted by 2050 | Affordable e-bikes are transforming delivery work for Latin American migrants | California & Sonora sign agreement to boost clean energy & climate collaboration | UK to invest $260 million on solar panels for schools and hospitals | Green power to give 570 million energy access in Africa | UN hails rare success story as emissions from construction stop rising |

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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