Technology: campaign strategy
Eurogroup for Animals –
Fish welfare campaign
We were asked to create a communication toolkit that would spread awareness of fish welfare issues through its member organizations’ social media channels.
Our challenge was to produce assets that would combine scientific notions with creativity and irony, in order to immediately catch the audience’s attention and subsequently convey the core message.
Campaign strategy
A complete, coherent and customizable communication toolkit.
We‘ve decided to include in the final toolkit, in addition to social media assets, a data-factsheet and a list of specific social media guidelines concerning strategic and practical tips besides the full templates package.
Animated videos
Positive storytelling and cute images.
To enrich our kit, we added animated videos to talk about fish welfare in a funny way. Thanks to a combination of positive storytelling and cute images, each video represents a tiny glimpse of knowledge for a big leap in awareness.
Polls
Capture and keep the audience’s attention.
We encouraged the audience’s engagement and interaction with some short funny animated polls; they are a great tool to acknowledge fishes’ importance and coolness!
Social cards
A set of colourful social cards and animated gifs to engage the audience and boost their interest in the awesome world of fish.
Each asset tells a different scientific fact about a marine species, using an informal tone of voice and ironic associations with the tech world for an extra layer of fun.
L’albero della vita –
A social experiment in defence of indigent mothers
After the success of the organization’s last social experiment, we worked on a new video and a brand new campaign to talk about poverty in a different way: this time the focus is on a young mom and her daughter, but most importantly on the reactions, people show when hearing their request. The aim was to raise awareness around families in Italy and their daily fight against poverty.
Social experiment
An unemployed mother with a little daughter.
An actress walks around a crowded place in the centre of Rome, with a little girl asking for people’s help.
We wanted to show how desperate a lonely unemployed mother can be, and how poverty can affect anyone.
2 cameras and 1 Go-pro were placed in hidden spots to catch spontaneous reactions from people who passed by: and such reactions were surprisingly positive.
Campaign strategy
Social media campaign and billboards to increase donations.
The social experiment video is part of an integrated communication strategy aimed at increasing online donations to Albero della Vita’s project dedicated to families with limited means.
We developed and implemented a social media paid campaign and we designed visual assets for billboards in public places.
