Have consumers fallen out of love with the ‘climate change’ brand? According to experts, you bet your ass they have.
As it turns out, all the shock and danger that once surrounded the environmental label have fallen flat on the public’s ears, and according to the ABC, its marketing strategy needs a real kick up the butt if it’s going to get people back on side.
Mr Smith creative partner Brendon Guthrie said consumers are sick of hearing about how they’re causing the problem.
“We want to be a part of a solution as opposed to being consistently presented with the problem and the fact that everything we’re doing is wrong,” he told the ABC.
“As far as the bigger problems are concerned like the future of life on the planet, I think the bigger you make the catastrophe, the less likely people are to think they can do anything meaningful about it and so the tendency there is to throw up your hands and say ‘well what can I do, bugger it’.”
Guthrie was previously involved with everyone’s favourite love story “Rhonda and Ketut” and AAMI car insurance marketing.
“AAMI is a very good example of a company that uses a light touch to sell what is essentially fear,” Guthrie said.
“That’s the basis of the whole insurance proposition, you are for a very practical reason, capitalising on people’s fear that something might happen that they can’t afford to fix, therefore you pay insurance against that.
“That’s where the climate change lobby and the environmental lobby could probably take a leaf out of their book, not necessarily that you have to use humour, but it shows that you can take a negative and sell it in a positive way and actually make people feel good about it.”
Guthrie’s tips include targeting various audiences, understanding that everyone will always put their own welfare first, as well as keeping in mind the mass power of younger generations.
Climate change and communications expert at The World Bank, Max Thabiso Edkins is involved with the Climate4Change campaign, which he says aims to make the issue as “novel and entertaining as possible”.
“I think in our current interconnected world where we’re all sitting online and are all connected through cell phones and computers, social media is a really useful tool, and as is multimedia, so using video and sound as [a] means to relay messages is super important,” he told the ABC.
“The climate messages should be incorporated in all means available, so this is also one of the major discussions with the film industry, is that films should be carrying residual climate solutions within the narration, as well as the challenges that climate change creates.”
HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]
CHEER Cheese – which was rebranded earlier this year – has officially begun its rollout. The brand, which is owned by Saputo Dairy, changed its name to create “a culture of acceptance, inclusion and respect”. Cam Bruce, commercial director, Saputo Dairy Australia says, “We are excited to confirm that shoppers can now purchase CHEER Cheese […]
SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]
Last night’s footy match between Brisbane and Geelong was the most-watched non-news of the night, nabbing a nice 582,000 viewers for Seven. In recent weeks, MasterChef has dominated the Thursday night entertainment, but last night slotted in the ratings behind both the footy and The Chase to score 541,000 viewers overall. Seven News came out on top […]
Google has officially announced it will be delaying the deprecation of third-party cookies, pushing the changes back to 2023. When Google first announced it would be getting rid of cookies on Chrome back in early 2020, some questioned the feasibility of the proposed timeline of two years. In an announcement on Thursday, Google’s privacy engineering […]
We’ve dished out plenty of reminders, but believe us when we say that NOW is the time to submit your entry for B&T’s inaugural Best of the Best Awards. If you’re still going on your submission, it’s time to hit the panic button (but make sure you also hit the ‘submit’ button). And, if you’re confident […]
Southern Cross Austereo and Network 10 have agreed to a two-year regional affiliation deal. The deal will come into play on July 1, and see 10 extend the content it broadcasts from Channel 10, 10 Bold, 10 Peach and 10 Shake into areas of regional Queensland, Southern New South Wales, and Victoria. 10 currently has […]
During the penultimate day of Cannes Lions Live, Cannes Lions has announced the winners of a slew of categories. The Brand Experience and Activation Lions, Creative Business Transformation Lions, Creative eCommerce Lions, Creative Effectiveness Lions, Mobile Lions, Innovation Lions, and Radio & Audio Lions winners were all announced in the Awards Show, streamed from Cannes, […]
At Zavy, we track the movings and shakings of brands across a range of industries on our social scoreboards. We want to see brands use social media as a space for real brand building and connecting with people – after all, that’s what it was created for. In their ground-breaking advertising report, The Long and […]
Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a […]
Japanese rescue crews and journalists have been left red-faced after they arrived to a report of a woman drowning in a local harbour only to discover it was a life-like sex doll bobbing about in the water. The incident happened in the harbour city of Hachinohe on Japan’s north-east coast. “The woman” in the water […]
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]