Belong Asks Australians To Consider Their Carbon Thumbprint Via Deloitte Digital

Belong Asks Australians To Consider Their Carbon Thumbprint Via Deloitte Digital

Carbon neutral Australian telco, Belong, has launched a new campaign, via Deloitte Digital, challenging Australians to consider the environmental impact of their phone usage by asking them to calculate their carbon thumbprint – the amount of CO2 their mobile data use contributes to carbon emissions.

Currently, it is estimated that mobile data networks in Australia contribute upward of 500,000 tonnes of COevery year. Belong has become Australia’s first accredited carbon neutral telecommunications provider – with all operations and products certified ‘carbon neutral’ at no extra cost to its customers.

The campaign launches with a TVC that drives consumers to the Carbon Thumbprint App; an AR app that uses data modelling to allow individuals to see the size and effect of their personal carbon thumbprint.

A contextual digital campaign also leverages the carbon thumbprint modelling using pre-rolls, banners, in podcast and Spotify placements to calculate the carbon cost of the content they appear in.

Belong Customer Protagonist, Kelly Schulz, said: “Climate change is the defining issue of our generation and we’re committed to doing something about it. By switching to an accredited carbon neutral provider, consumers can transform an everyday habit into a positive change and the App helps people do just that. It is our hope that this can underpin more informed and deliberate choices, which in turn might mobilise climate action beyond telecommunications.”

Belong Brand and Strategy Lead, Leanne Boyd, said: “You can’t manage what you don’t measure. The carbon emissions associated with the mobile data we use – our ‘carbon thumbprint’ – have been hidden from us until now. The new app enables Australians to estimate their carbon thumbprint in a matter of seconds, and then easily neutralise it by changing to a telco that does it for them.”

Matt Lawson, Chief Creative Officer, Deloitte Digital, said: “It’s a been a privilege to bring this campaign to life, Deloitte has been helping Belong’s journey towards carbon neutrality from day one; we have helped Belong crunch the numbers to become carbon neutral, and to identify the impact that mobile data networks have on the environment through the activity of their products and services across their value chain.

“We found that while those numbers are large and compelling, we know that to move people from awareness to action we needed to create a more personal, emotional and visual connection. We hope ‘carbon thumbprint’ becomes part of the common vernacular, as it’s hard to talk about a problem that is not yet in conversation: the environmental impact of mobile phone usage.”

Belong is one of around 100 Australian businesses to be certified as carbon neutral by Climate Active – an ongoing partnership between the Australian Government and Australian businesses to drive voluntary climate action. Telstra Corporation (which owns Belong) has also achieved Climate Active certification.

The campaign has been developed with input and advice from Belong’s First Nations and Accessibility teams. 50% of the television spots are audio described and the app experience has been tailored for the vision impaired.


Client: Belong

Customer Protagonist: Kelly Schulz

Brand and Strategy Lead: Leanne Boyd

Brand Orchestrator: Clare Taylor

Business Performance Lead (Carbon Neutral): Peng Lee

Cultural Jedi: Thelma Austin


Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills

Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis

Head of Motion & Production: Rob Weir

Creative Director: Gustavo Vampre Franco

Copywriter: Britton Upchurch

Designer: Kyle Lotherington
Producer: Marlese Sloan
Group Account Director: Morgan Collins

Account Manager: Natalie Ng

Director, Sustainability Servcies: Wibishana Rockwood

Manager Strategic Reputation and Risk: Ben Symons


Production Company: Collider

Director: Damon Cameron

EP/Producer: Olivia Hantken

Production Manager: Ellie Craven

Drone Operator: Matt Chang

Editor: Adam Wills


VFX / Post: Fin Design + Effects

Executive Visual Effects Producer: Alastair Stephen

VFX Supervisors: Stuart White + Mikey Smith

VFX Producer: Emily Newbould


Sound Design: Squeak E Clean:

Sound Engineer: Abigail Sie

Producer: Meg Drummond


VO + Mixes: RISK

Sound Engineers: Dee Gjedsted & Dylan Stephens

Producers: Kate Gibson & Sally McManus


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