We all know climate change is happening (unless you’re Donald Trump who just believes in conspiracy theories). During the first part of this year, SocialToaster was lucky enough to partner with the Alliance for Climate Education to spread awareness that climate change exists and is a problem. ACE hosts live, in-school assemblies and empowers youths to take action. Why the youth (AKA millennials and Gen-Z)? Well it’s this generation who will be the most affected generation by climate change. One major hurdle that ACE hoped to tackle (that actually all brands are facing) is this: how do you engage Gen-Z and millennials? To connect and engage with the younger audience, ACE enlisted the help of SocialToaster to tap into two favorite topics of “kids these days:” their love of technology and their need to make an impact on the world.
The younger generation was practically born with a phone in their hand and they rarely look up from it. DYK that on average, they receive over 3000 text messages...a month?!?! Never has a generation had the opportunity to be more distracted. ACE took this knowledge and used it to their advantage. ACE focused on communicating on as much of a personal level with these youths as they possibly could using scalable technology. So they did as the kids do and personally texted each user who provided their contact information after joining the program. For example, the texts would say, “Hi! Melinda from ACE here. Did you know avocados are in danger? Join our Get Loud Challenge...”
Using text messaging services put ACE and their Get Loud Challenge right in front of their audience. They utilized these messages to drive reminders of upcoming program events, encourage participation in the ACE SocialToaster program and drive conversations and actions! These personal texts also made the audience feel as though they were a part of the coalition against climate change. ACE was speaking to them as individuals through a medium that this generation finds the most comfort with (just try getting a 15 year old to talk on the phone!).
This generation is very conscious and involved in global, social and environmental issues. They did grow up during the Great Recession, after all. ACE knew that today’s youths not only have unique power and influence in their communities, schools, and households, but they are the generation that will be most affected by climate change. However, spreading awareness is one thing; actually getting them to sign up is anotfher.
ACE researched their target audience’s needs, wants, values, etc. They realized that youths value experiences over material things and with the rising cost of college and the increase attention on student loan debt, they want affordable education. So among the prizes of the Get Loud Challenge were a trip to Peru for a climate excursion and scholarships. ACE really got to know their core audience and because of that, users literally got loud about climate change and shouted, “Challenge accepted!”
They talked to everyone from family members and friends to teachers and government leaders about what people are doing that’s impacting the environment.
If you’d like to hear more about our client spotlights or our platform, get loud and reach out to us!